Haiermei’s Gree is in the ditch of the smart home?
According to the prediction of the third-party analysis agency China Report Hall, the potential market for smart homes in China is about 5.8 trillion yuan, and the development space is huge. Among them, household appliances have the highest market share, accounting for more than 70% of the market. In addition, many IoT reports are positively optimistic about the scale of China's smart home appliance market.
However, from the development of the last one or two years, the future lifestyles of smart homes and home appliances seem to be still far away. Although the major appliance manufacturers are promoting development, they are obviously fighting for the development of an industry. At the same time, in the wave of this wave of intelligent technology, the voice of smart homes is also covered by hotspots such as virtual reality and robots that are more concerned by the public. Is smart home from the beginning a pseudo-demand or a fashion early? Zhizhi recently heard a variety of voices from the industry.
First, from functional intelligence to artificial intelligence
On the whole, smart home appliances on the market are often superimposed with certain automation and intelligent functions on the inherent attributes. Take the refrigerator as an example, open the door, open, capacity, sterilization, intelligent preservation, remove odor, intelligent reminder function, etc. to become the focus of the product, and gradually replace the traditional refrigerator demand mode. However, the intelligent function stays at the level of APP reminder and network service, and lacks autonomy and judgment.
According to the industry's senior practitioners, the core functions of smart home products are mainly concentrated in remote control. The entire smart home field is still in the stage of laying the foundation and building the platform. The level of intelligence that smart homes can achieve is far more than that.
Second, a new round of three-nation killing is gaining momentum
The boring home appliance market needs to rely on new technologies, especially the agitation and promotion of intelligent technology. At the technical level, the application of speech recognition and image recognition is more extensive and mature, and the deep-level human-computer interaction technology like perception intelligence has not been applied to the smart home category.
Judging from the layout and strategy of domestic appliance brands, Haier, Midea and Gree are the main products with mature product lines and technical support.
1) Haier: Starting from the habit of users
Haier mainly cuts into the smart home field through its U+ smart life open platform. As the first home appliance giant to introduce artificial intelligence into the smart home field, its U+ smart life brain platform has important strategic significance. In the field of traditional white electricity, refrigerators and washing machines are in the first place in the market. Subsequently, the complete U+ smart ecosystem was formed around seven areas of care, water, air, food, health, safety and entertainment.
With the continuous use of U+ smart life brain, Haier U+ has accumulated a large amount of data in user habits and knowledge base.
2) Beautiful: Holding the thigh cross-border team
Also as the beauty of the traditional home appliance giant, the most impressive thing in the smart home field is the acquisition of the US millet strategy in 2014. Up to now, Huawei has joined forces, including recently joining forces with Ali and other manufacturers. Midea is still looking for a multi-party cooperation stage in the smart home field to expand more cooperation resources, thereby promoting the US smart home strategy.
Midea has always occupied the top spot in the market share of small household appliances, and has a leading position. In the field of air conditioning, there is also a tendency to catch up with Gree. Midea has built a complete air housekeeper platform around indoor air management. Users can remotely operate indoor air conditioners, fans, purifiers or humidifying products. The comprehensive product line coverage advantage allows the United States to use the home appliance to complete the indoor temperature and humidity. Intelligent control of air cleanliness.
The M-Smart smart home strategy developed by Midea itself uses sensors, big data, and intelligent control technology as a means to realize the horizontal integration of resources of home appliances through years of accumulation, so as to realize the interconnection and interoperability of all kinds of white goods.
3) Gree: The main concept of environmental protection and energy conservation
In addition, Gree also launched a smart and environmentally friendly home system. The use of photovoltaic multi-connection technology, network communication technology, security technology, automatic control technology, audio and video technology to integrate home life related equipment, constitute an efficient energy-saving and environmentally friendly energy management system and a fast and convenient family schedule management system to enhance home Energy-saving, safe, convenient, comfortable, artistic, and ultimately achieve a smart, environmentally friendly and healthy living environment.
However, in fact, many powerful home appliance brands still have obvious shortcomings in the intelligent ecological layout. For example, the advantages of black electricity may have a great advantage in seizing the living room entrance, but for the market of white goods such as air conditioners and refrigerators. The share is difficult to seize.
Nowadays, traditional home appliance brands have generally adopted the strategy of “seeking common ground while reserving differencesâ€, that is, household core products such as televisions, refrigerators, washing machines, and air-conditioning products are further oriented toward smart, healthy, and energy-saving. The so-called "different", that is, the separation of the main and secondary products of each product line, such as the refrigerator emphasizes the market position, the freezer requires steady growth, the washing machine needs to grow rapidly; the air conditioner explores the new business growth point, grasps the industry development trend, and innovates the business model. .
Third, the IoT makes the ecology more likely than the single product to win.
In order to catch up with the smart home train, the traditional home appliance giant with the core technology and capabilities of hardware manufacturing does not want to fall behind. In view of their lack of Internet thinking and ability, most of them chose to build their own smart home platform while choosing a model for cross-border cooperation with Internet companies.
At the end of 2014, Midea and Xiaomi reached a strategic cooperation agreement. In addition to the capital level, Xiaomi and Midea will cooperate in various modes of smart home and its ecological chain and mobile Internet, including the two sides in the fields of smart home, e-commerce, logistics and strategic investment.
At the beginning of 2015, Haier and Meizu cross-border cooperation, Meizu settled in Haier U+ smart home platform, Haier will open its U+ platform SDK to Meizu, so that Meizu mobile phone can control all Haier smart home products, and Meizu will also open apps system to Haier. Level of permissions. Haier U+ hopes to enable different brands and different types of home appliances to access the platform through open interface protocols, to achieve system-level interaction, and ultimately to provide users with different smart life solutions.
In the wave of entrepreneurship that started in 2013-2014, a number of emerging smart home product brands have been born in China. Many of them are cut into single products, including smart appliances, smart sockets, routing Internet devices, lighting systems, entertainment equipment, health fitness equipment, security systems and many other products. But many are just a flash in the pan, including many star products that have been on Kickstarter, Jingdong crowdfunding and other platforms.
The reasons for this mainly include the following two points:
1. There are still many problems in the direction of entrepreneurship with single products. From the hardware design and manufacturing process, production process control, raw material procurement experience, to product brand marketing and sales promotion, there are many bottlenecks.
2, "Innovation gap", according to an industry veteran, the so-called innovation gap refers to a barrier to the popularity of a product from the niche to the mass. For example, if a new smart speaker comes out, first of all, many curious geeks will become the first purchase users. Next, the second batch of major customers will be concentrated in the competing company. For example, Haier has a smart product, so the beauty will definitely buy, and Gree will buy it.
But it is very difficult to really spread to the third batch of a broader and more popular user base, especially for companies or entrepreneurs who enter the Internet of Things with a single product.
Fourth, what is the final competition of the terminal products?
There is no doubt that the future of smart home appliances will be moving towards the intelligent direction of home appliances, and more and more sensors are provided in home appliances. For example, in addition to the basic functions of the air conditioner, the internal parts have many sensors. Possibly, if there is a problem with some parts, the service personnel will be contacted automatically. A smart oven or microwave oven that automatically creates healthy recipes.
However, if the traditional home appliances are still the prototype, it is difficult for the products of various brands to create a larger segment. Is the first reference standard placed in front of consumers still cost-effective? The situation may be different.
According to the analysis of intelligent people in the industry, the use of smart home appliances as a carrier to provide users with convenient and accurate services, with locality and speed, will become a transformation idea of ​​home appliance enterprises.
For example, recommend recipes on the display screen of the smart refrigerator, and then push the cold chain distribution service; it is also possible to judge the user's physical condition through the user's diet, provide dietary advice or even form a diagnosis and treatment plan. At this time, the home appliance manufacturer may Collaborate with medical institutions and recommend appropriate family doctors to come to the health service.
Similar services are coming to the ground. For example, Amazon's Echo smart speaker has cooperated with Uber to realize voice calling service through home speakers. In China, JD.com is promoting the same intelligent service, and DingDong speakers are used to realize domestic Drip, e-bag washing and other services docking. The greater significance of intelligentization of home appliances is that it can provide users with various service portals within the three-kilometer or short-distance range of users' lives, and can also provide users with various life service applications and service consultation information.
"Life-based local services derived from home appliances may become a greater consumer demand point outside of hardware products," industry insiders judge. However, he also stressed that although the corresponding products have been launched, the subsequent user conversion rate and the singularity still need a certain time to test and consider.
V. Conclusion: How big is the distance between ideal and reality?
In general, the smart home products that manufacturers can provide at this stage still have some deviations from the understanding of consumers. Most manufacturers only add Wi-Fi modules to their products, and control the switch settings of products through mobile phones. Not really smart. At present, all home appliance manufacturers are the first step in doing intelligence, that is, they can control, not together.
A true smart home needs to work together with multiple facilities in a single room to accomplish a task. Not just a single device. In this sense, cutting into the Internet of Things business from a single intelligent product is really difficult to shake. If many brands only form their own information and product islands, it is difficult to achieve true interconnection for a long time.
In addition, the product design aspect is out of the actual application scenario, which also greatly reduces the user's actual experience. The adjustment of product form may also be based on the original product form and functional application level. Otherwise, the so-called intelligent product is just a superfluous addition. As the driving force of the product itself decreases, more intelligence is also attached to the service team and resources behind the product.
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