After 3-5 years of development, the smart home industry, still in its infancy, completed the first round of market validation. From the initial crazy development and marketing investment, to the elimination of the market and users in the later period, the smart product circle has summarized the “囧†shape highlighted in the current industry, and the companies that achieved initial breakthroughs in 2015, and summarized them. Six tips!
囧一一: Open the experience, have you considered the life cycle of the product?
The media reported that the 1:XX smart smoke alarm failed due to the lack of consideration of kitchen fumes.
Media report 2: Due to the non-performing rate of more than 10% of an infrared remote control, the decoration company was idle in the warehouse “not seeing the skyâ€.
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The potential hundreds of millions of markets have attracted a large number of entrepreneurs and large, medium and small enterprises. However, most equipment manufacturers do not consider the actual use environment of the product in the production process, and do not have the R&D experience of a certain category of products, which ultimately leads to high product failure rate and difficult for users to use for a long time.
Fortunately, in 2015, traditional furniture and industrial control technology began to be integrated into intelligence, thus ensuring basic product functionality and reliability. For example, Taiwan's traditional socket foundry Powertech solved surge, leakage and overload protection in smart socket products. And other issues; Neusoft carrier with industrial MCU and product development strength has also begun to enter the smart home market.
囧状二: Sales "blocked" on the channel
Media report 1: The traditional hardware offline channel is invalid, 50% of a home company's products are stacked in the hands of agents.
Media Report 2: Products sold through e-commerce channels, except for entertainment categories, all types of hardware sales were less than expected, and an e-commerce person in charge was replaced.
Media report 3: In 2014, the national smart air conditioner sales volume was less than 100,000.
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Obviously, the crowdfunding platform and the B2C e-commerce channel have begun to fail. It is difficult for hardware to use the concept to speculate on consumers. At the same time, hardware devices need to be built, installed and maintained in the process of landing the family. The traditional hardware offline channels also meet. Resistance.
In 2015, real estate property and product offline experience stores began to help to achieve sales breakthroughs in front or rear loading. For example, Xinhe Chuang's overall pre-installation program has successfully broken through 50 real estate developers; Vanke tried to open smart community services. With the wisdom of the family; love the wisdom of living under the line to promote the development of 10k users for half a year.
囧状三: I have not seen the family "explosion"
Media Report 1: Thousands of hardware companies, it is difficult to have millions of sales of households.
Media Report 2: Internet, APP, voice interaction and other experiences can not impress users.
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At this stage, the hardware products simply implement the functions of networking, voice interaction, APP, etc. It is difficult to impress the user in the experience, and the service has not yet tapped the rigid demand, lacking the “explosion†point.
However, in 2015, there has been an innovative linkage product portfolio around life services, supplemented by expert data models, such as moving health care to achieve family health care and community, hospital linkage; Leading the East launched the "Smart Air" appliance linkage set , sales more than 300,000.
Shape 4: The number of cloud platforms is climbing, where is the data?
Media Report 1: A cloud platform tried to achieve 10 million cloud users within two years, which was not achieved.
Media Report 2: A family cloud recently found that the data access to its platform is small and irregular, and it is impossible to conduct data mining and service push, so it began to make its own hardware.
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The IoT family cloud platform is mostly big data thinking. In the absence of data, it is impossible to realize value conversion. Due to the scarcity of vertical clouds at this stage, the Internet of Things cloud is difficult to integrate services.
The vertical cloud of independent application began to try service integration in 2015, and began to have user stickiness, such as the wrist insurance health service platform, which charges users 100 yuan service fee every year and gives insurance; in addition to docking hardware IoT cloud, service operation Merchants began to become the scent of smart families, SouFun and 58 have been trying to transform.
Shape 5: New and old transmission agreements set off "war"
Media report 1: CSR announced the Bluetooth killer Mesh technology, claiming to "kill Zigbee."
Media reports 2: Zigbee, Bluetooth, wifi, Z-wave, enocean, PLC and other transmission protocols are each doing self-organizing networks, with advantages in power consumption, IP, compatibility, energy saving, and reliability.
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The dispute over the transmission protocol has been around for a long time, and it is hard to say "who is the best" in the smart family. In 2015, the upgrade of each transport protocol version began to complement each other. For example, Zigbee 3.0 is included in Zigbee IP and supports IPV6 IP networking; Bluetooth 4.2 supports IPV6 and mesh ad hoc networks. At the same time, alliances such as Allseen and Thread that want to get through multiple protocols are starting to emerge.
Shape 6: The “big and complete†industrial chain is something everyone can do?
Media Report 1: Most companies do both cloud and hardware, resulting in a surge in the number of smart hardware of the same type, and the scheme is similar.
Media report 2: A smart oven appliance company began to cross-border and carry out fresh delivery services.
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Many companies want to control the industry chain, module-hardware-cloud-service-to-eat, but with more and more manufacturers entering the smart home industry, the problem of homogenization has become increasingly prominent.
By 2015, after two years of market verification, the company gradually found its own advantages, re-strategic positioning, and began to try ecological integration. For example, Huawei openlife based on its own intelligent pipeline and operator advantages, open SDK to integrate smart home upstream and downstream ecology; Smart Cloud Valley weakens single products, focusing on communication modules and cloud architecture, open protocols and application platforms.
2015 industry trend indicator for smart families
The 4th "China Smart Home Summit Forum" closely follows the industrial development, invites industry veterans to summarize and summarize the industry structure clearly, and invites successful enterprises to share cases for reference by the practitioners of the smart home industry. Covers 300+ home-related businesses from chips, technologies, products, cloud platforms to service applications.
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