OFweek smart home network news: smart home to residential as a platform, the use of automatic control, computers, Internet of things and other technologies, through the centralized management of home equipment, make home life more comfortable, convenient, safe, energy saving and environmental protection. Recently, the three emerging technology industries of the Internet of things, cloud computing, and artificial intelligence once again ignited the topic. In particular, the combination of voice intelligence technology and smart home products has once again made the topic of smart home a hot topic.
In January 2017, the annual CES exhibition was held in Las Vegas, USA. In addition to AI, VR/AR, driverless and other "air outlet" areas, technology companies that have been deeply cultivating AI technology also announced high-profile announcements of entering the smart home. The industry, at the CES, showcased consumer applications for smart homes in their respective areas, hoping to make a big splash in the consumer electronics market and bring more possibilities for their own technology research and development. Today, we can see that the industry is committed to researching and developing product paths from “pseudo-intelligence†to “intelligence,†but compared to the upsurge caused by Google’s acquisition of Nest’s layout in the smart home industry three years ago, after the limelight, 2016 on intelligence. The topic of home seems to be a lot quieter. The "smart" layout of big manufacturers seems to stop for a time. Experts and media frequently ask questions. Will smart home still have tomorrow? Where does the market expect "explosive money"? How long does it take for consumers to truly meet the dream products like science fiction movies?
Good policy, leveraging the Internet of Things
Information technology is promoting the connection between people and people to the connection between things and things, and the support of policies has been increasing, making smart home an important beneficiary in the development of the Internet of Things. In 2016, “Smart Home†first appeared in the government’s work report and was seen as an emerging consumer that stimulated economic growth. In the "Information and Communication Industry Development Planning Internet of Things (2016-2020)" released by the Ministry of Industry and Information Technology in January this year, smart homes have been upgraded from the original nine key applications to six major application areas of the Internet of Things demonstration project.
According to data from the Ministry of Industry and Information Technology, China's Internet of Things industry has a strong momentum of development. The compound annual growth rate during the 12th Five-Year Plan period is 25%. In 2015, the industry scale reached 750 billion Yuan, and it is expected to exceed 1,500 billion Yuan in 2020. Ereli believes that the rapid growth of the industry scale is behind the gradual completion of the entire Internet of Things system. In the trillion-scale market forecast, China must seize the initiative and take the lead in the upcoming IoT era. , smart communities, and even the development of smart cities laid a good foundation.
Consumption upgrade, potential demand urgently needed to be released
The hottest keyword in 2016, “consumer upgradeâ€, is still unabated this year. It is an indisputable fact that China’s consumption structure is undergoing transformation and upgrading, and smart home just fits this trend. In the past decade, the per capita disposable income of urban households rose from 13,800 yuan in 2007 to 33,600 yuan in 2016, an increase of more than 1.4 times. The rise in disposable income is accompanied by an increase in the proportion of consumption related to personal development and enjoyment. In the new stage, residents' consumption is more in pursuit of quality of life and experience, and is also more willing to pay a premium for health and convenience.
According to the "China Family Development Report 2014" issued by the National Health and Family Planning Commission, the number of families in our country reached 430 million, ranking first in the world. In addition, although there have been slight fluctuations in the sales area of ​​residential real estate since 2006, the overall trend has steadily increased. The sales area in 2016 exceeded 1.37 billion square meters. Ereli believes that at present, smart homes are still in the early stages of development. However, considering the increase in the consumption capacity of home-based units and the further improvement of housing conditions, there is great potential for future industry development.
Many market players, who are the main
The huge potential market has attracted all kinds of players in related industries, and many entrepreneurs have flocked to it. However, behind the surface, the overall situation is unfavorable. Giant companies represented by traditional household appliance companies, Internet companies, and operators are all flexing their muscles, hoping to grab a share of the smart home market. The traditional household electrical appliance enterprises take the advantage in home appliance production and manufacture, take the lead in the field of smart home appliances, and use products as the breakthrough to open the market; Internet companies focus on creating a platform integrating sales and control, integrating their own and third-party hardware products. Users provide products and services.
At the same time, the smart home capital market also ushered in a climax in 2014. Despite the impact of capital winter, the investment intensity in 2016 has declined, but the number of financing cases is still higher than smart wear, smart medical and health, and the degree of attention is at the forefront of the smart hardware market. From the perspective of financing rounds, the amount of financing in the early stage of the project is significantly higher than that in the middle and later stages. The startup company is growing into an important emerging force in the industry.
Ereli believes that although all parties tried their best to seize market opportunities, consumer response to smart home products is far lower than the industry's expectations, the market's perception and acceptance is very limited, the industry has been caught in the cold outside the heat of embarrassment . According to iResearch's survey data, the awareness of smart home products in China was 42.3% in 2015, and only 16.1% of the users purchased after contact. Therefore, cultivating markets and educating consumers are still a long way to go for smart homes.
Symptom 1: The user's needs are not grasped and the intelligent function is changed.
The failure to cut the user’s pain points is a direct cause of the current low market acceptance. The three factors of pseudo-intelligence, weak demand and high prices are the key to hindering the further improvement of product penetration. The intention of smart home is to make people's home life more convenient and faster through the intelligent function and humanized interaction, and achieve the goal of optimizing and improving the quality of life. However, in order to attract the attention of consumers, some manufacturers launch home products only with “intelligence†as the first, and these products not only do “subtraction†for life, but also make the original simple operation more complicated.
Let us simulate the current "smart home" operation method. Traditional home appliance products have their own remote control as a control terminal. The products with mobile phone control as the core are just a function of adding a WiFi remote control, requiring multiple steps such as unlocking, opening an app, and selecting an operation. For indoor use scenarios It's too cumbersome. Voice control is another major hot direction after remote control. However, the voice interaction of most products still stays in the simple dialogue phase. The recognition performance is affected by factors such as speaking style and environmental noise, and the stability cannot meet user expectations. In order to realize natural and barrier-free human-computer communication, there are many spaces that need to be adjusted and adapted in the actual application of the product. Because these "semi-finished products" do not add the just-needed function of the product, they can not effectively solve or improve the pain points of the original product "not smart", so it is difficult to arouse consumers' desire to purchase. In addition, there are various problems in the installation and use of many products on the market. For example, the installation and configuration process is complicated, and connection bugs frequently appear. These poor user experiences have also undermined consumers' enthusiasm for smart homes.
Ereli believes that, apart from the popularity of smart TVs due to the start of the Internet TV price war, most smart home appliances still maintain a relatively high price level, which is not too different from traditional home appliances. Although smart products have improved people's quality of life to a certain extent, if the effect of such promotion is not enough, that is, the marginal utility brought by intelligent functions is insufficient to cover the premium of products, then smart homes are not enough for consumers. Is a kind of "chicken ribs." In addition, we need to pay attention to the product iteration cycle. Refrigerator, air-conditioning and other large home appliance replacement cycle is longer. In the absence of "explosive models" smart single product, the original traditional home appliances can basically meet the daily use needs of users. There is usually no incentive to purchase or replace new products.
Symptom 2: The communication protocol is difficult to be unified, and interconnection is still a dream
The technical controversy in the smart home industry has a long history. The lack of uniform standards has become a bottleneck restricting the development of the industry. Inter-protocol and cross-brand interconnection can only stay at the conceptual level. At present, wireless technology has more potential because it eliminates the wiring problems, and it has gradually replaced wired technology as a new trend. However, various wireless communication protocols have their own advantages and disadvantages. At this stage, there has not been a wireless technology that can solve all problems in home application scenarios. The "king" who can unify the rivers and lakes has yet to be conclusive.
Since 2016, three major technologies—WiFi, Bluetooth, and ZigBee—have developed in the field of IoT and smart home. WiFi Alliance launches HaLow standard with lower power consumption and stronger wall penetration ability; Bluetooth 5 data transmission rate is twice as high as the previous generation, and data transfer capacity is increased by 800%; ZigBee Alliance is married to Thread Group, implementing ZigBee common language in Thread The operation in the network. Among the numerous network transmission technologies, the ZigBee Alliance has taken the lead in launching an olive branch for the Asian market and launching ZigBee 3.0, prompting more and more Chinese companies to join the ZigBee Alliance. The ZigBee technology is becoming the focus of this phase of development. Ereli believes that technological breakthroughs and compatibility will be an important driving force for improving product experience. 5G, which is planned to be commercially available in 2020, may break the standard melee pattern and accelerate the development of the smart home industry.
In addition, the interconnection of cross-brand products is also a major problem for smart homes. From the user's point of view, a single-brand full-house smart package is clearly not a priority. Users want more choices and choose the best product for their brand. However, it is very important for enterprises to control the data of their own users and products. The linkage between brand companies is not easy because of the competition for data and resources. However, at AWE2017, the “Smart Home Appliance Interoperability Project Working Group†led by the China Household Electrical Appliances Association launched seven companies to jointly develop “Yunyun Interconnect†group standards, open ports through a unified conversion protocol, and realize different brands. interconnection. At present, this standard only involves the control connection between the App and does not involve the setting of the linkage scenario. The effect of future marketization is not yet known. But it can be seen that more and more companies have realized that it is difficult to build up the entire ecosystem based on their own efforts, and the opening and cooperation of combining multiple forces will become the key to the break of smart homes.
Conclusion:
Riding on the "East Wind" concept of the Internet of Everything, smart home companies should avoid using only the word "smart" as a marketing gimmick and effectively conduct product R&D and technology innovation based on the needs of users. Participants of all parties also need to abandon the closed-minded thinking of the zero-sum game, develop their own strengths and win-win cooperation, and build an industrial ecosystem.
For more industry insights, please wait for iResearch to publish the "2017 China Smart Home Industry Research Report" at the end of June. The report will summarize the current status and pain points of China's smart home industry from the perspective of the development process of China's smart home market, the development trend of major segments, and the market landscape of smart home companies in China, and explore the future development of smart home companies in China. trend.
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