Smart homes are caught in a melee, but still "form is greater than content"

The past 2014 can be said to be the first year of smart home development. Home appliance enterprise dominators and Internet enterprise giants have seized smart homes. On the one hand, Haier, Gree, Midea and other established companies have taken advantage of manufacturing advantages, and have made new achievements in smart home hardware. On the other hand, Baidu, Tencent, Ali, JD, Internet companies such as Xiaomi are actively working on the operational and service layers of cloud platforms, content platforms, and big data. Even the traditional hardware manufacturers Haier and Midea have joined together to build their own clouds.

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Smart homes are unstoppable. Just when everyone is talking about smart bracelets and smart routers, the giants are not just self-reliant, they are the only ones in the mountains, they are also beginning to join the crowd, and they are backing each other, Xiaomi and Mei, Meizu and Henghaier. . . Endlessly, the focus is on, and it’s so hot. Everyone has made a unique weapon and tried to find a new position in the era of the Internet of Everything. But is this world of smart home really good?

Cross-border cooperation: the beautiful millet, Haier Meizu, 360 rounds

In December 2014, Xiaomimei was together. Xiaomi invested 1.266 billion yuan in the US and carried out a series of cooperation, including: comprehensive development of smart home industry chain; comprehensive cooperation of mobile Internet e-commerce business; smart home ecological chain, mobile internet Innovative co-investment. In January 2015, Xiaomi’s rival Meizu also announced that it would embrace Haier, a smart home appliance company, and then hold a new product launch to open a smart life.

If the success or failure of smart home lies in the comprehensive matching of connectors, devices and service capabilities, the current problems in smart homes are: the connection of mobile phones is cumbersome and complicated, the adaptation of device access APP is difficult to unify and the cost of cloud services is high. Xiaomi's treatment method is a universal intelligent module, which is provided to partners at a near cost price, and develops a general control center Xiaomi smart home APP, unified equipment connection entrance, and finally integrates the equipment control center in the Xiaomi mobile phone lock screen interface. Meizu Haier's approach is that Meizu will provide Haier with cross-app system-level permissions through open lifekit. Haier will open U+ SDK to enable Meizu mobile phones to control Haier's full range of smart products. With the same approach, we are all practicing the idea of ​​“connecting all smart devices with mobile phones as the center”, and we all hope to build a smart device eco-chain map centered on smartphones.

Interestingly, Xiaomi used to make the router a control center for smart homes, and most Internet companies refer to this approach. 360 has set up a new joint venture company with Lei Ke for 200 million yuan to produce an Internet smart router. Not long ago, 360 joined forces with Coolpad and sold mobile phones. It is estimated that 360 smart home games have hit nails and returned to "mobile phones as the center". The old road. Recently, I have heard that Meizu will launch a new router in the near future. If the Meizu router comes to the smart home, it will only be ok. The so-called "people in the wall want to go out, people outside the wall want to go in", each did not find a suitable way, grabbed everywhere.

The road to the platform, Jingdong Baidu

Jingdong and Baidu have also been paying attention to and arranging the smart home market, expecting to share a piece of it.

On December 31, 2014, Jingdong and the United States reached a strategic cooperation and cooperated in the fields of smart home and channel development. In the development strategy of 2015, smart home appliances have become an important part of Jingdong's home appliance strategic layout. Jingdong emphasizes that smart home is nothing more than the value of big data and value-added services. At present, Jingdong has four major intelligent hardware sales portals, including JD+, Jingdong Super APP, Jingdong Crowdfunding, and Smart Living Museum, from finance, technology, Sales and other fields to start, to increase the sales of hardware manufacturers by covering a large number of users.

Baidu is looking for another middle route to leverage its existing advantages as a cloud and software company, providing cloud solutions, working with hardware vendors to launch smart devices, and now has music boxes, TV boxes, wireless shared network cards, and routing. Camera, TV stick six products. This kind of "only output software and cloud, hardware by the partner to do" play, one can complement Baidu's most wanted thing: the user system. Second, hardware manufacturers use Baidu's huge traffic system to expose products. At the same time, "degree" word products have also enhanced user trust and accelerated market acceptance. Baidu's Internet genes continue to endorse branded smart hardware. But this model is also risky:

1. Baidu lacks control over product design and manufacturing. The integration of hardware and software is an uncertain factor, especially for multiple manufacturers of different products. The product adaptation is unstable, resources and manpower need to be tilted, and the emperor does not. The way to do the same treatment for the Third Palace and the Sixth House.

2, this way of cloud output and hardware cooperation is also particularly easy to be copied, there is no permanent friend in the market, once it is collapsed, it will definitely come back again, even if it is like Xiaomi, it has created a large ticket of "Mi" and so on. There is no guarantee that it will not be turned back.

In short, Jingdong Baidu's smart home platform is still on the road, life and death is not clear.

Home appliances overlord self-revolution, Haier Lenovo's long road

Unlike Internet companies, home appliance companies may be more robust in their control and layout of smart hardware, but there are still many uncertainties.

Haier is a model, and smart home plays an important role in Haier's Internet transformation. In 2013, Haier began its Internet transformation and began to sell its own color TV and other peripheral industries to its peers, focusing on smart home research and development. The main guarantees of Haier's self-revolution are user-driven, agile development, multi-exploration and flexible formation. The era of “everyone creates customers” is thus opened. Raytheon notebooks, Scorpio air conditioners, and clean-free washing machines are all “small micro companies”. The crystallization is also a success in the first battle. On December 30, 2014, Haier Group also signed a strategic cooperation agreement with Evergrande Group. The two sides will carry out strategic cooperation in home appliances, (smart) homes, financial services, etc. The envy of the home industry is not limited.

Lenovo's self-salvation is on the NBD project. There is an entrepreneurial platform called NBD team dedicated to building smart devices and services. They cooperate with mature third-party start-up teams to provide financial, technical and resource support. Finally, named after Lenovo, the products are also concentrated on smart glasses, intelligent routing and intelligent air purifiers. Smart glasses are regarded as the technical high point, intelligent routing is the center of smart home, and intelligent air purifiers are made to "really meet people's needs". The products are connected to the market with the air quality that the people care most about. This kind of borrowing and playing is less risky than Haier's overall way of breaking everyone's makers. But it also reflects Lenovo's uncertainty and uncertainty about the smart home market, and its determination is not enough. The road is bound to rise and fall.

I hope that in the field, the status quo of smart home products market

Since January 2014, Google bought a smart home company Nest at a high price of 3.2 billion US dollars. Then Apple launched HomeKit and Samsung launched the Smart Things smart home open platform. Domestic companies are rushing to compete in the smart home market, starting a new round of competition, and the competition of the hegemons. It is deployed at three levels: hardware products such as smart home appliances, mobile control terminals, and intelligent routers; operations and service layers such as cloud platforms, content platforms, and big data; and system solutions such as smart homes, smart communities, and smart security.

From the perspective of market capacity, there are 100 million potential smart home users in China. By 2020, the overall output value of smart home appliances will exceed one trillion yuan, including 600 billion yuan of intelligent hardware output value, and cloud services derived from hardware. The huge value of 400 billion yuan created by system services and content services; by 2020, there will be 25 billion connected devices worldwide. Despite the good prospects, there are still many unsatisfactory things in the real smart home:

1. High cost leads to high price and low market acceptance. The data shows that 36.62% of netizens said that the current smart home and expectations are completely inconsistent, 50.91% of netizens said that the current smart home is reliable but still lower than expected, and over 40% of households accept the price below 10,000 yuan.

2, the phenomenon of single product intelligent hype is frequent. China's smart home is currently in the second stage of development from hardware single product intelligence to intelligent system integration, and the format has not been finalized.

3, the form is greater than the content, and does not match the user's needs. At present, the intelligent product design on the market is either too advanced, or it is a simple product patchwork, hardware accumulation, no successful model, no revolutionary innovation.

In fact, in the fast lane of smart home, there are quite a few vehicles that want to steal, but there are not many lanes that can park. The most core user experience needs to be paid more attention, just as Zhou Hongyi said: "When you are boasting about how many users you get and mastering these user habits, you should also take responsibility for protecting these data, because these user data Once stolen from the server, the consequences are unimaginable." Everything is still waiting for a new story to happen!

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