Smart home: "Three roadblocks" waiting to be down

Since the beginning of this year, the craze for smart homes has been heating up. In October, Google's intelligent temperature controller company NEST acquired the smart home hub control equipment startup company Revolv; Xiaomi released four smart terminal products such as smart sockets and smart cameras... Chinese and foreign companies continue to compete in the "blue sea" of smart homes. Smart home is opening up a new round of growth in the Internet and home appliance industry.

Aowei Consulting (AVC) predicts that by 2020, the ecological output value of China's smart home appliances will exceed 100 billion yuan. Safford Investment Fund predicts that the scale of smart home industry defined by China will reach 5.5 billion yuan in 2014 and will increase to 7.5 billion yuan in 2015. From the system integration, hardware items to back-end services, and other fields The smart home industry spans multiple industries such as lighting, security, new intelligent terminals, audio-visual audio-visual, control systems, and medical electronics. By 2015, the industry scale is expected to exceed 100 billion.

As early as the beginning of this year, Changhong, TCL, Midea, Haier, Konka, etc. have repeatedly released intelligent strategies and smart new products. In 2014, it was also known as the first year of smart home appliances. Behind it, first, the domestic appliance market stepped into the downturn of the stimulus policy era, and sought new growth points; second, Google’s acquisition of NEST at the beginning of the year triggered a hot market for the smart home concept; third, the weak real estate market also needed New concepts to stimulate demand; Fourth, the slowdown in PC Internet growth, the rise of mobile Internet and home Internet.

However, the excitement is lively, and the smart home has not been implemented. Changhong, which released a smart new product every month at the beginning of this year, suffered losses in the first three quarters; Haier’s smart home business, which has been in business for a decade, is still very small in the entire Haier Group; Midea, TCL, etc. still rely mainly on selling traditional Home appliances to make money... When will the "big cake" of smart homes land on the wall?

Smart home

User experience, purchase cost and poor compatibility are the three roadblocks on the road to smart home.

At present, smart homes still lack killer applications. Almost every smart new product requires users to download an app, from smart air conditioners, smart refrigerators, smart microwave ovens to smart air purifiers. Imagine that there are dozens of home appliances in a user's home. Do you have to listen to dozens of APP messages all day long? Nowadays, smart new products are more just remotely controlled by home appliances through mobile phones. Some in the test site, voice remote control for a long time, air conditioning is not open, it is better to use the remote control directly and easily. Many manufacturers are smart and intelligent, packaging a new concept, let products sell for a high price.

New smart home appliances on the market are generally more expensive than non-smart products. In fact, some products just add sensors. With the large number of applications of smart modules such as sensors, the price of new smart home products is expected to be more intimate.

In order to find the killer application, the giants have taken the platform and built the ecosystem. This year, Apple announced the smart home platform Homekit, Philips, Cree, Haier and other home appliances and lighting companies to join; Google acquired NEST, and through NEST successively acquired two smart home companies, and also interact with Pebble smart watches; Haier released U+ smart home operating system; Alibaba's Alibaba Cloud, cooperates with Philips purifiers, Dahua video surveillance, etc.; all smart home appliances that Jingdong plans to sell in the future, all install Jingdong smart APP... platform battle for smart homes, standard dispute Increasingly fierce, but also in the dilemma of their separate data, difficult to be compatible.

Liu Wei, assistant president of Aowei Consulting, believes that although Cisco and Microsoft have already foreseen the potential of the smart home market, they have made many achievements on the standardized platform. But in the era of mobile Internet, Google and Apple came to the fore, and attracted developers to enter the industry based on Android system and iOS system solutions, becoming the industry leader. The Japanese and Korean companies have more breakthroughs in smart home appliances, but the system products are not prominent enough. At present, the smart home field in foreign countries is based on the “2+N” competition pattern led by Google and Apple.

Smartphones are certainly good control media for smart homes. Apple, Samsung, Google, etc. all hope to win in the platform competition. However, as the president of NEST said: “Consumers will not pay for a system platform, they will buy a good product, a good product that is different from any other similar products, then buy one, then buy the next one. The company is going to do those single, great products. If you can make these products communicate with each other in 10 to 20 years, then the platform you want will be realized."

Therefore, there are still opportunities for companies that can achieve the strongest hardware in each segment. For example, Gree air-conditioning, Hisense TV, Haier refrigerator, and beautiful small appliances. Because consumers will not buy Apple air conditioners, Google refrigerators.

Open cooperation will be an inevitable trend of smart homes. In the future, the major companies will be co-opetitive, just as Haier has launched the U+ platform and joined Apple's Homekit and Google's Android system. Peng Yi, deputy general manager of Zhongyikang, believes that the advancement of intelligence needs to open up cross-industry resources through alliances. The future intelligent competition is likely to be a competition between one alliance and another.

Only in this way can we achieve the "interconnection of things". The decision-making power is handed over to the sensor from the user, skipping the mobile phone command, and sending instructions to the hardware through the sensor to realize a true smart home, allowing the user to easily enjoy the smart life. At that time, the trillion-dollar "big cake" will naturally fall to the ground.

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