On August 28, Huawei Terminal held a new product launch conference for Smart Selection in Shenzhen, and launched the first batch of smart lighting products under the Huawei Smart Selection brand. At the same time, the "Ark Laboratory" was unveiled, and a small target of 100 billion yuan in three years was set. According to the media, "Huawei is copying Xiaomi" and "Huawei and Xiaomi are competing against each other." The author believes that it is too early to draw this conclusion.
As early as 2015, Huawei communicated to the outside world the signal to deploy smart home. After nearly three years, Huawei finally released smart home products one after another. Although Xiaomi has the advantage of "first thinking", the two models are different. Huawei is more like Android in IOT, and Xiaomi is like Apple's IOS in IOT.
In recent years, competition from major mobile phone manufacturers has gradually spread to smart homes. Why are mobile phone manufacturers all deploying smart homes? Will mobile phone manufacturers have an advantage over other platforms for smart homes?
Smart home is the battleground for getting tickets for the Internet of Things
Since Google acquired the thermostat company Nest in 2014, smart homes have ushered in an explosion. Numerous companies have stepped up their layouts and squeezed the ground. The popularity can be described as unprecedented and the coverage is wide. According to incomplete statistics, the active forces in the smart home market are roughly as follows:
PC manufacturers represented by Lenovo and Intel;
Mobile phone manufacturers represented by Huawei, Xiaomi, Samsung, Apple, etc.;
Traditional electrical appliance manufacturers represented by Hisense, Gree, Haier, Midea, etc.;
E-commerce platforms represented by JD.com, Suning, etc.;
Internet platform represented by BAT;
Real estate developers represented by Evergrande;
In addition to the above, giants from various industries have entered the smart home market, and some startups that promote the concept of smart home have also ushered in a wave of concentrated eruptions, and they have been greatly favored by venture capital. The types of its smart products are also increasing and diversified. According to data from StrategyAnalytics, a foreign investigative agency, the six most popular smart home products in the world are smart speakers, smart bulbs, smart smoke detectors, smart door locks, smart gateways, control centers, and security cameras.
According to data from the "Market Prospect and Investment Report of China's Smart Home Equipment Industry", it is estimated that by 2018, the scale of China's smart home will reach 180 billion yuan, and the scale of the smart home market will reach 357.6 billion yuan by 2020. Analysts predict that the global smart home market will reach more than 500 billion yuan in 2021. Such a large plate cannot be eaten by a company. In the field of smart home, multiple efforts are needed to invest in research and development and exploration, so this has long been a phenomenon of smart homes blooming and a hundred schools of thought contend.
From the perspective of the above-mentioned enterprises in the field of smart home, mobile phone manufacturers are undoubtedly the most powerful. McKinsey once said that in the next ten years, smart homes will replace mobile phones and become new terminals. With the disappearance of the smart phone dividend, the top-selling mobile phone brand manufacturers in China have used smart homes as their second battlefield. For example, Xiaomi started to build a complete system of self-research, self-production, and self-sales since 2014, and Huawei followed closely to build a smart home platform HiLink. In July this year, many well-known manufacturers such as OPPO, vivo and TCL held a signing ceremony in Shenzhen to announce the establishment of the IoT Open Ecological Alliance.
With the advent of the 5G era, the concept of "Internet of Everything" will first explode in the field of smart homes. Smart home belongs to the consumer-level Internet of Things, one of the many applications of the Internet of Things, and is the closest to the life of the general public. The country has a huge demographic dividend, which is the driving force for the development of smart homes in various industries. Smart homes can first connect the products used in the home to the network world, breaking the isolation of products, and users can control them anytime and anywhere, thereby improving the convenience and happiness of users. Integrating tens of millions of families into the IOT ecosystem can lay the foundation for the development of smart transportation, smart cities, and smart earth.
Three chronic diseases cause smart homes to "dance with shackles"
With the full bloom of smart home products in the market, smart homes are no longer a specialty of high-end people. The low price and convenient experience have made more and more new middle-class and young people start to use smart homes and enjoy smart life. The convenience. However, with the influx of products of different quality into the market, behind the prosperous smart home, there are a large number of hidden problems that plague the long-term development of the industry.
Fight each, with different standards
Although several major platforms or alliances have been formed with major giants as the core, the industry still does not have a leader. Everyone is a competitor, so it is unlikely to be compatible and connected to each other. Therefore, the entire industry still has not formed a unified technical framework and standard. The equipment of each platform is in its own way. It is difficult for various products to communicate with each other, and product parts cannot be interchanged. This also brings huge hidden dangers to the after-sales service of the smart home industry. At the same time, the user experience is extremely poor. For example, each product of different brands has its own portal app to manage and control smart home devices. When users purchase products of different brands, multiple household apps must be installed.
Information leakage, security risks
There are a large number of uneven products on the market, and the public is not sufficiently aware of the safety of the products, which has buried huge property and life safety hazards. According to reports, the difficulty of cracking smart homes is low, user usage is high, and private information is concentrated. Therefore, "hacking into" smart homes and stealing personal privacy has gradually become an "industry." Once the loopholes in the smart home equipment are not detected and repaired in time, it may cause information theft, property loss, equipment manipulation, and even life monitoring. Once the smart home is illegally hacked, the consequences will be disastrous.
Exaggerated function, poor experience
There is no shortage of products made by giants in the market, but there are also some fake and inferior products made by small workshops, which are shoddy. In addition, many products are larger in form than content, and do not match the needs of users. Some networking and tall and exaggerated operation interfaces are called "smart homes." Using marketing methods to exaggerate functions makes the cost high, leading to inflated prices and low market acceptance. High-efficiency, convenient, energy-saving and practical products are the smart homes users want most.
my country's smart home industry has passed the stage of concept popularization, but the popularity of consumers' awareness of smart homes is gradually increasing, and the industry is now in the initial stage of development. The entire smart home industry will be like the smart phone industry, and there is bound to be a process of shuffling. Many problems will be exposed in this process. Companies that have no technical genes, poor technology, and marketing hype will be the first to get out. At the same time, it will precipitate high-quality enterprises and lead the healthy and healthy development of the entire industry.
Four factors to win the smart home: users, products, technology, channels
At present, the smart home market is in the ascendant, with low concentration and lack of leading companies. According to figures from a brand consulting agency, in the smart home market, even the most prompt brands have a prompt rate of less than 5%, and there are a lot of cognitive gaps. Therefore, the starting point is the same for both the giants and the "rising star". The current stage is the "trial and error" stage for everyone. Finding the most suitable way for you is the most important.
Based on the popularity of smart phones and their role as a control center in smart homes, mobile phone manufacturers have a clear advantage in entering the smart home industry. However, mobile phone manufacturers represented by Xiaomi, Huawei, and OPPO\VIVO play differently in the smart field.
Xiaomi is a platform ecological gameplay, through equity investment manufacturers, to build the Xiaomi ecological chain. Provide the underlying core standards and technologies, which are only open to the products of the Xiaomi ecological chain, and are closed to the smart devices of enterprises outside the ecological chain.
Huawei is also playing the platform ecology, but it is cooperating with major brands. Huawei provides a comprehensive solution, including standards, open source hardware, embedded OS, etc., but manufacturers can still retain their own standards.
OPPO\VIVO is an alliance game. It does not take any manufacturer as the center, and jointly develop interfaces and agreements with home appliance companies to ensure that the products between each company can be interconnected and jointly provide products and services that meet the needs of consumers.
The gameplay varies greatly from one family to another, but whether or not to win the smart home field requires the following factors.
First, in terms of users, among the many companies that have deployed smart homes, mobile phone manufacturers and large Internet platforms such as BAT have the most users. Because the penetration rate of smart homes to users is lower than that of smart phones, users on these platforms may not be able to convert to users of their smart home brands, so it is also necessary to improve users' brand awareness. Only loyal users can build a moat. In the trial and error stage, a huge user data base can also provide a basis for product development.
Second, in terms of products, mobile phone manufacturers themselves have mobile phones as the gateway to control smart homes, but smart homes do not rely on mobile phones in all scenarios, so some companies have released smart speakers or routers as the center of controlling smart homes. The future will not be a single product as an entrance, but the platform must have a single product that is high-frequency, connectable at any time, and has an excellent user experience. Products and users complement each other. Without a strong product, the platform will not attract users.
Thirdly, in terms of technology, the foundation of smart home is the application of technology, such as big data, artificial intelligence, voice interaction, and induction technology. At this stage, many companies rely on low-priced single products and marketing concepts to attract attention, but in the future, they must fight for patents and technology. When companies develop products, they must consider how to make smart home appliances operate smoothly in a complex home environment, improve product performance, and provide reliable smart home appliance connectivity and sensing solutions.
The fourth is in terms of channels. At this stage, there are only scattered smart items on the market, so users can purchase them offline or online. Smart homes are more experience-oriented. As the experience center of smart home products, offline stores have offline channels, which is very beneficial to the promotion of smart home products. In the future, the sales order of smart home retail stores is smart single product, smart scene package, and whole house system package. Once smart home products break out, the future will be a single product + system new retail channel model.
In the future, smart homes will truly move from concepts to mature applications, breaking the three laws of "smart single products, standardized manufacturing, and functional services", and evolving rapidly toward the direction of "complete interconnection, on-demand customization, and ecological services". For platforms that deploy smart homes, it is not a single product that sells explosive models, but needs to provide users with an overall solution for smart homes. If you want to master the initiative in the smart home scene, you need to fight for users, products, technologies, and channels.
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