Cross-border smart home giants battle: the focus is still to cultivate user habits

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From Since the beginning of 2018, Yiou Home has found that the frequency and amount of financing in the smart home field has increased significantly. As of the 12 financing events on March 9, one-third of the financing occurred in the smart home field.

Recently, Baidu’s strategic investment in Skyworth’s news came, and Lenovo’s association with smart homes and artificial intelligence once again shocked the public’s imagination, and the battle for smart homes has intensified.

From the recent exhibitions, you can also look at some clues. At the CES exhibition in 2018, the imagination space for smart homes seems to be greater abroad. In addition to the novelty and technology of products, about half of the products are concentrated in the smart home field. The sincere love for smart homes can inevitably lead to associations: the era of smart home is not far away.

At the AWE show in China, there have been many news about smart homes. Huawei announced the news of smart home strategy at AWE. Huawei will launch a joint venture partner to launch a “Billion-dollar plan” to simultaneously exert efforts on both ends of B and C. In the next three years, we will realize HiLink home appliances with billions of dollars of water, and strive to build China in three years. Smart home ecology. It is also proposed that Xiaomi, from the single product breakout to the establishment of the ecological chain, the works on the millet industry chain are also quite noticeable.

We have also sorted out the smart home business system. In addition to the smart home startup company, there are roughly three categories, namely the traditional ones, depending on the main business of the incoming company and the way to enter the smart home field. Home appliance companies, internet companies and real estate developers.

Old-fashioned home appliance camp: conservative no longer, attacking behemoths

Each camp has its own different characteristics, such as the traditional home appliance company camp, old-fashioned, conservative is no longer their synonym In comparison, their transformation has become more “radical, representative of Haier, Haier is the industry standard for the layout of smart homes in traditional home appliance companies.

In fact, according to the stage of China’s current smart home, it still stays in the stage of intelligent single product control. Most of the products are in a form larger than the content, and the scene-based wisdom family form is still far away from each other. far. As early as 2014, Haier created a U+ smart life platform, seeking to break the intelligence “island”, Haier U+ layout logic is: first develop a software agreement to first connect their own products refrigerator, washing machine, TV and other items into a platform Then, through the opening of the agreement, other manufacturers’ products are added to their ecosystem. The whole sequence of ideas is to upgrade their own products, and then attract partners to build an ecosystem, from chips, modules, electronic control, manufacturers, developers, investors, e-commerce, cloud service platforms and cross-platform cooperation. The purpose is to break down industry barriers and establish a unified standard for smart home connectivity.

In addition to Haier, Midea, Gree, Hisense, TCL, Changhong and Skyworth all have the move to enter the smart home field. After all, in the smart home field, traditional home appliance companies have natural advantages —— offline The channels are wide and the online data is accumulated, and consumers have established a certain degree of awareness. Regardless of the development stage of smart home, these factors will be an important weight for traditional home appliance companies, and it is an advantage that other attributes of enterprises are difficult to surpass in a short period of time.

Internet Gene Faction: Technology cuts in, now the trend of flowers blooms

Because of the recent combination with artificial intelligence, the popularity of smart homes has once again increased, Baidu is representative. In the smart home field, Baidu’s layout is relatively advanced. In the early days, Baidu chopsticks, Baidu magic sound and other smart home items were tried. Although with the development of time, these brands have obviously faded out of people’s vision; in addition, Baidu also Established the intelligent hardware alliance and assembled a number of hardware products. At the same time, in the cooperation mentioned above with Skyworth, Baidu’s dialogue AI operating system DuerOS will be fully integrated with Skyworth’s brand cool open system, both parties will be in artificial intelligence. The field has launched a series of cooperation, and the intention of using technology to break into traditional home appliances is very obvious.

In April 2016, Ali made a series of internal adjustments, including the formation of Ali Smart Life Division. Ali’s Smart Life Division has opened up high-quality resources such as shopping malls, crowdfunding, electrical city and Taobao, which can bring traffic support to smart home products.

And the path of Jingdong and Alibaba have the same purpose, relying on the traffic brought by e-commerce. Whether it is JD+ plan, smart cloud, Jingdong Weilian App, or various crowdfunding related crowdfunding projects,’s layout of intelligent hardware and smart home is constantly moving, and it is also trying to create a collection of smart homes with an open mind. The platform of the product.

Tencent’s actions in the smart home field seem to be somewhat slow. There is no active layout of the hardware field, and there is no in-depth exploration of intelligent systems. The initial approach is to cooperate with hardware manufacturers, such as in early March this year, with the home appliance giant Changhong. Achieved strategic cooperation, based on Tencent’s AI assistant solution to generate a new generation of Changhong smart TV, “Tencent smart equipment team mainly uses OEM authorization to enter the market.

One company that has to be said is Xiaomi. The idea of ​​Xiaomi’s layout of smart home is the product. It first intelligentizes the products used by the family, and then uses the launched APP Mijia to include all the smart products. Interconnection, the ultimate goal is to build a smart home ecosystem.

Into the smart home, there is 360 with security as the starting point, Zhou Hongyi once said: &ldqUo; openness is the cornerstone of the ecosystem to be built by 360 smart homes, including resources in three major aspects: brand, capability and capital. The future will be fully open to the entire industrial chain. From 360 smart cameras to secure routers and children’s smart watches, 360 has been exploring the path of smart single product access control centers.

At present, domestic products that excel in the market are concentrated in smart items such as air purifiers, smart speakers, and smart cameras. Therefore, investors who are waiting in the field of smart homes say that in the future, they will focus on the stability of functional items, functional richness, the use of key remembers, and the rationality and value of commercial scenarios. etc. This is also why the Internet cross-border “when the smart home market is robbed, it always tends to start with smart items. This market segment is relatively mature and stable, and the acceptance of important users is high enough.

Real estate business camp: boring layout, cooperation and win-win

There is also a trend theory: smart home will become the standard for real estate hardcover market. With the adjustment and promotion of the housing industry and national policies, the hardcover room from the wind and water has become a trend of the times. Moreover, “the market for selling houses is weak, and real estate developers are beginning to tap the market in “selling services.” Smart homes, as a form of mutual support with real estate, have become the new standard for profit growth.

In fact, as early as 2014, China Resources Land was jointly exploring smart homes with Xiaomi. Evergrande also reached a pre-installed smart home cooperation with Haier in the same year. In 2015, Wanda also handed in TCL. Cooperation in Internet applications and service platforms, commercial displays (including TV), IMAX theaters, smart home systems, etc., and so on, there are numerous examples of cooperation between real estate developers and smart homes, but often The results of the integration between the two are not very satisfactory, which has a great relationship with the technical level that has not yet been broken.

In the 2018 year, Vanke Hangzhou and Alibaba Cloud IoT signed a cooperation agreement, and the two sides will build a whole house intelligent system and smart park solution on the Alibaba Cloud Link platform.

There is also Country Garden, which is also active in Country Garden. The Orange House invested by Country Garden also announced its entry into the smart home field last year. It launched a smart package with security as its core: Anxin Small Guard, and a mind-hearted steward. In other respects, Country Garden also joined hands with Anjubao to create a smart community 3.0, trying to achieve a win-win situation; cooperation with the United States to create a smart home, Country Garden smart model room, etc., Country Garden is more action than other real estate developers.

At present, the path taken by real estate developers is to cooperate with other smart home system solution providers to create a hardcover service model. Currently, there is no open market that is expected to be in the Internet of Things, artificial intelligence and other technologies. Achieve breakthroughs while developing.

The rise and fall of the smart home market depends on whether user habits are formed

There are more and more cross-border competitions from various parties, numerous and large companies, and also give people a kind of < The situation is exactly the same when the flowers bloom and even “small stew”.

This situation will continue until the standards of the industry are not formed. It is limited by the difference in the interface of smart home products, and it is necessary to form a unified standard. Before the security industry formed a stable development situation, it benefited from the government’s unification of standards —— the introduction of the national standard eventually made the unsettled water clear.

If the smart home has to go that day, it can really go to the right path. Now the company must work hard to actively expand its market share and take the lead in getting enough voice.

Of course, such a statement must be based on whether the smart home is under the premise of being just needed. Many consumers will go to the smart home market when they are renovating. When considering the cost of decoration, they will eventually give up the intelligence. For home solutions, some consumers will choose to embellish some smart items to enrich their lives. Therefore, the high price also determines that the current smart home market has not been opened, and only meets some high-end residential demand, resulting in the possibility of “pseudo-demand”. From this point of view, the future breakthrough in China’s smart home field is also focused on how to cultivate consumer habits and the application of smart devices, so that emerging technologies and home scenes can be better integrated.

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