Whole-house intelligence and smart cities have become the new focus of people's attention. Smart speakers, smart refrigerators, smart bracelets, and smart jewelry all benefit from the development of the Internet of Things. It is speculated that in 2045, the most conservative prediction is that there will be more than 100 billion devices connected to the Internet, and the smart home will be the first to blossom on the Internet of Things. Online data shows that the global smart home market will reach 500 billion yuan in 2021.
Such a promising smart home market has not only spawned many smart home companies, but also many IoT platforms that provide intelligent solutions, such as foreign AWS, IBM, Microsoft, Google, and domestic Alibaba Cloud and JD.com Large companies with strong comprehensive strengths such as Weilian and Huawei also have small and medium-sized IOT platforms such as Zhiyun, Tuya Smart, and Yunzhiyi. Both large and small platforms are grasping the trend of smart homes, but small and medium platforms I am afraid that the road of development has not been so smooth.
On the smart home IOT track, the competition challenges faced by small and medium-sized platforms such as Tuya Smart are mainly related to the identities of other competitors in the market. Branded smart home merchants mostly develop smart systems by themselves, and have a large market share, such as Haier, Xiaomi, etc., while Tuya Smart, which only provides smart system development services, has no obvious competitive advantage.
First of all, as far as traditional home furnishing companies are concerned, most brands are building their own smart home service platforms. Haier has U-home, Midea has Smart Home, and Changhong has CHiQ. On the one hand, these traditional home furnishing brand companies are already very mature in large and small home appliances such as refrigerators, air conditioners, TVs, and water purifiers, and their brand influence has been deeply rooted in the hearts of the people. They have established brand barriers and will have significant impact on smart home products. Competitive advantages.
On the other hand, on the basis of its own brand barriers, it also has funds and strength to support its self-built smart home system, and can further improve and strengthen the brand barriers of smart homes, such as Haier's U+. However, some brands choose to cooperate with Internet giants such as BAT with strong AI, such as Changhong Smart TV CHiQ-Q5R and Tencent Dingdong, Midea Smart Refrigerator and Baidu DuerOS. This means that traditional home furnishing companies such as Haier and Midea do not need to outsource the research and development of smart systems to small and medium platforms such as Tuya Smart or such small and medium platforms are not their first choice.
Secondly, as far as the IoT platform is concerned, both the establishment of its own smart home system and the sale of physical products, such as Mijia, Huawei HiLink, AliGenie, JD Weilian, etc. On the one hand, these Internet giants have professional and mature AI, cloud technology, etc., and the development of smart home systems is faster and easier than other companies; on the other hand, with the support of technical strength, they have financial support and have the ability to expand smart homes. Industry can also open up the smart home system to build an ecosystem.
Data shows that Ali's sales of Tmall Genie have exceeded 2 million units, ranking third in the world. Xiaomi officially revealed that the Xiaomi IOT platform has more than 85 million connected devices, more than 10 million daily active devices, and more than 400 partners. It has become the world's largest smart hardware IOT platform and will fully open the IOT platform in the future.
Online information shows that JD has built the world's largest cross-brand and cross-category IOT platform. JD IOT has more than 300 partners including Samsung, Philips, Panasonic, AO Smith, Gree, and more than 1,000 types of access equipment, covering 70 categories, generating nearly 20 million units of shipments, and selling more than 30 billion, micro-connected devices connected to JD's Joylink protocol have spread all over the world.
From this point of view, whether it is the challenge from traditional home furnishing companies or the pressure from the Internet of Things platform, it is a great challenge for small and medium-sized IOT platforms such as Tuya Smart.
In addition to fierce competition, Tuya smart people still face internal worriesSmall and medium-sized platforms such as Tuya Smart, which are holding smart homes, are not only facing the current situation of fierce competition in the IOT industry, but also unavoidable problems arising from fierce competition.
First, IoT platforms are all based on the ultimate goal of providing a full range of intelligent services, covering multiple fields such as home, travel, medical care, education, and small and medium-sized platforms are no exception, but small and medium-sized platforms do not seem to be enough to take the lead. Only in the part of the vertical intelligent field has made achievements. For example, Tuya Smart provides more professional intelligent services in lighting and electrical engineering, but few other fields are involved, and there is still a long way to go towards a full-scale IoT platform.
Second, as a professional platform for providing Internet of Things services, providing users with development system services also means assuming greater security responsibilities. On the one hand, there are not a few security incidents from the Internet of Things, such as those that occurred in 2017, the leakage of voice information from smart toys, the multiple intrusion of drones into Chengdu Shuangliu International Airport, and the explosion of 175,000 security cameras. , Smart vacuum cleaners change monitors in seconds, and so on. According to statistics, more than 71 million IoT devices have been exposed worldwide, including routers, cameras, firewalls, printers, VPNs and other types of devices. The security requirements of IoT devices are becoming increasingly prominent.
On the other hand, as a platform that provides Internet of Things services for B-end users, it naturally also has to bear corresponding security responsibilities, such as data information encryption, system maintenance, etc. This also means that there must be excellent Internet of Things technology, and Tuya Smart For small and medium-sized IOT platforms, due to the lack of funds and other soft power, once major software security incidents occur, they may face fatal blows. Therefore, security issues such as data, information, and systems must be implemented and vigilant.
Third, the intelligent solutions provided are similar and tend to be homogeneous. On the one hand, providing smart home companies with a popular version of the APP can help them save costs; on the other hand, the public version of the APP is generally slower in product updates, which means that it may sacrifice the C-end user experience and bury smart home products The characteristics of the platform are also not conducive to enhancing the competitiveness of the platform. Online data shows that in the classification of smart home apps, no less than 60% of smart home public apps, more than 30% of outsourced apps, and less than 10% of independent apps.
From this point of view, small and medium-sized IOT platforms such as Tuya Smart are not only facing fierce competition from inside and outside the industry, but also have many shortcomings to make up for. Starting from the C-end user experience, optimizing the sense of smart experience may help Tuya smart people to enhance their future competitiveness.
Improving the user experience may help Tuya smarts to open up the marketBased on the internal and external troubles faced by Tuya Smart, the market can be opened up from the following aspects.
First, based on the C-end user experience, continuously improve product performance and stabilize the existing market. Since the intelligent system is directly connected to the C-end users, and Tuya Smart, etc. directly provide intelligent transformations for the B-end users, it is natural to improve the intelligent products and services based on the C-end user experience. For example, simplifying the APP operating system, making a fool-like operating system so that the elderly and children can easily use it, the combination of "smart + manual" provides users with simplified DIY control, and expands the recognition range of the voice interaction system.
First, too complicated operations will make users impatient and affect the user experience, and make users lose interest in smart home. Smart home itself is to make the home simpler and more interesting, so it is necessary to simplify the operating system; 2. In the coming days, when consumption is upgrading and users are becoming younger, flaunting individuality has become the focus of young users. Therefore, liberating the operation of smart homes to users is also a way to improve user experience.
Second, expand the market from small and medium smart home companies. On the one hand, for small and medium-sized smart home companies, outsourcing the smart operating system to a third-party small and medium-sized platform Tuya Smart, etc., on the one hand, can save system development costs and time, and on the other hand, it can avoid being isolated due to incompatibility with the brand manufacturer's system After all, users don’t want to install a few apps after buying a few brands of smart home.
For small and medium-sized IoT platforms such as Tuya Smart, small and medium-sized manufacturers have their shortcomings in the development of intelligent systems in terms of technology and capital. This gives Tuya Smarts room for display and it is easier to expand this part of the market.
Third, to ensure the compatibility and error-freeness of the system. Most users choose different brands when purchasing smart home products. Some brands have independent research and development apps, such as Haier, Xiaomi, etc., while others are outsourced to third-party platforms. The incompatibility of home products will cause confusion and inconvenience to users in the process of enjoying smart home. The incompatibility of smart systems in a broad sense hinders the development of the smart home industry, and in a narrow sense, it restricts users' right to choose and binds users' consumption.
In addition, the error-freeness of the intelligent system is also particularly important. First, the voice interaction function of the Internet of Things still has distance limitations. Inaccurate recognition will affect the user experience, especially for residents with large housing space; Second, remotely through APP If there is an error in the system recognition when operating a smart home, it is very likely to cause a safety accident, such as a failure of the security system and being used by someone who is interested, damage to home appliances, or even a short circuit or fire. From this point of view, it is extremely important to ensure the compatibility and error-freeness of intelligent systems. Improving one's own hard power is also improving one's competitiveness and brand influence in the IOT platform.
On the whole, for small and medium-sized IOT platforms that also use smart homes as the track in the Internet of Things industry but are facing fierce competition, they need to start from traditional home furnishing companies such as Haier and Midea, as well as Internet of Things giants such as JD.com and Huawei. Under the double squeeze, we will win more partners and win a place in the Internet of Things industry. Based on the C-end user experience, we will continue to improve intelligent software and hardware services to enhance product competitiveness, or we can find a long-term breakthrough for ourselves.
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