From smart speakers to various smart home appliances, the smart home industry is booming and growing rapidly. However, smart homes will eventually land in family life. With the rapid development of artificial intelligence technology, more and more smart home products will enter the homes of ordinary people.
A few days ago, according to a report released by the research organization International Data Report (IDC), the global smart home equipment load will reach 549.5 million units this year, a year-on-year increase of 26.8%, of which smart speakers and video entertainment products are expected to account for 71% of smart home equipment Sales. From smart speakers to all kinds of smart home appliances, the "ecosphere" of smart homes is taking shape.
In 2014, the concept of smart home was widely proposed. However, because the industry faces a series of development bottlenecks, it has been in the stage of "weak intelligence" for a long time, and it has not been able to interact smoothly with people, let alone meet personalized services. It can be considered that this is the product of the home automation stage, with control and remote remote control functions as the main products. The products are mainly isolated consumer electronic products. At this stage, the industry has not solved many pain points on the product side, server side, and user side.
Up to now, the smart home industry is developing rapidly, and has now entered a new stage of "smart interconnection". With the hot sales of Amazon's smart speaker Echo, the topic of smart home has once again been widely mentioned. In particular, a wave of smart interconnected products triggered by the "smart home entrance" dispute has shown us that the industry has undergone a subtle change in nature. We believe that smart home is about to open a new era of wisdom.
The rapid development of underlying technology lays a solid foundation for smart life
It can be said that in the early stage of "weak intelligence", the disadvantages of smart homes that cannot interact smoothly with people are mainly limited by technology. However, with the rapid development of the Internet of Things, big data, cloud computing, and artificial intelligence in the past two years, in addition to the refined development of its own electrification technology for traditional home appliances, technologies such as sensing technology, intelligent control technology, Internet of Things, and big data analysis have become more and more popular. Incorporating more home appliances, the degree of intelligence of home appliances has been greatly improved, meeting people's needs for refinement and health.
Driven by factors such as the increase in network transmission bandwidth, the decline in hardware prices, the rapid spread of cloud application modules, and the huge increase in analysis capabilities, the era of the Internet of Things has arrived. Smart home, as one of the most important application scenarios of the Internet of Things, will be further developed along with its technological improvement.
Cloud computing and big data technology provide the necessary conditions for safe storage and management of smart home living systems, and greatly reduce operation and maintenance costs. The stability, reliability, and security of the smart home system are based on good hardware. At present, the total amount of data in the domestic smart home field has reached more than 100TB, and the scale of unstructured data is growing at a faster rate. The problems of cloud computing security and data privacy are gradually solved, and cloud data is used in more effective analysis fields. The remote control and real-time connection in the cloud better meet the diverse needs of users for smart homes.
Driven by AI technology, especially the technological breakthroughs and application scenarios in the field of AI in the past two years, smart homes are also evolving towards the real realization of "smartness". The rapid development of artificial intelligence since 2016 includes the rapid increase in the computing power of chips and processors, and the advancement of algorithms such as deep learning, neural networks, and machine learning. In particular, recent technological advances in speech recognition, image recognition, and natural language processing have enabled home control and interaction to achieve "intelligent" upgrades. The most profound user perception is voice interaction, which has been upgraded from simple language commands to intelligent man-machine dialogue, and has achieved continuous optimization of self-learning capabilities. With the help of artificial intelligence algorithms, smart homes can develop more humanized, personalized, and intelligent functions, from simple intelligent interactions to intelligent decision-making, independent learning, and self-optimization.
New interactive methods optimize user experience, interconnection and interoperability to create a new ecology of smart home
With the continuous development of the industry, this time the development mode of smart home has undergone profound changes from the inside out, and the product thinking and cooperation ecology are quietly changing.
First of all, in terms of product dimensions, new smart home products have begun to emphasize "individualization" and "value-added services" such as content and services. The traditional smart home uses the sales of hardware appliances as the main profit model, while the smart home industry under the new model has the following important differences:
One is to provide personalized services based on data analysis. With the development of big data, artificial intelligence and other technologies, customer demand analysis is becoming more and more refined and accurate. At the same time, the smart home industry will transform from the integration of a single industry chain to the integrated development of various ecosystems. Smart homes are facing a wave of interconnection. Under the full extension of cooperation opportunities with cross-border enterprises. According to the corresponding user data collected by the smart home, data integration is carried out on the supply side and the manufacturing side. According to different factors, such as geography, temperature, user habits, family structure and other factors, customized products and services are customized for users.
The second is to provide more "value-added services" with hardware as the carrier to improve the way home appliances interact with users. The intelligence of the smart home is not simply reflected in the convenience of manipulation, it actually opens up a new entrance to the user and provides corresponding services. For example, when the filter element of an air purifier or water purifier is almost used up, the system will conveniently place an order according to the type of filter element; when the laundry detergent of the washing machine is almost used up, the system will automatically prompt to place an order to purchase the corresponding laundry detergent; Smart TV More typically, it is a diversified free or paid video content carrier for users. While this model provides "value-added services", it also increases the frequency of contact with users and opens up a new business model. In the past, home appliance sales were often one-offs. The "value-added service" model increases the frequency of contact with users through services or content, brings a longer user life cycle, and generates more user value.
Secondly, a new interconnection model based on openness and win-win is an irreversible change trend in the industry. Smart home manufacturers and Internet technology companies cooperate with each other by building open platforms, transforming from the traditional "competition center entrance" to "enabling hardware enterprises", thus building a new smart home ecosystem. A few days ago, at the "2018 Huawei Terminal·Global Partners and Developers Conference, Huawei officially released a new smart home strategic brand-Huawei Smart Choice". Huawei’s goal is to establish a universal IoT standard, and Huawei will also Establish the "Ark Lab" for this plan, and provide hardware developers with the help of linkage, integration, and intelligence. In addition, Huawei will also spend 1 billion yuan a year to attract developers through traffic support, technology sharing, brand display, etc., in order to accelerate the cooperation between developers and Huawei. The old rival, Xiaomi, has in-depth cooperation with a number of smart hardware companies to build an ecological chain. In the initial stage, it will break through some small household appliances and consumer-oriented household appliances products to build a complete ecosystem, and then enter more The core major home appliance field. The cooperation between BAT and home appliance manufacturers is often based on the original products of home appliance manufacturers, and directly develop and sell large home appliances with higher profits. Internet manufacturers provide Internet of Things, Internet connection capabilities and content services.
Consumption upgrade and new retail lead to profound changes in industry sales channels
The construction and transformation of smart home channels will be the basis for promoting a virtuous circle in the industry. Smart home life hardware products, as a combination of smart hardware, home appliances and home hardware products, rely heavily on the construction of terminal sales channels. As a sales-oriented product, an enterprise must build a complete sales service network while developing technology and software and hardware layout. Traditional smart home sales channels include agency distribution channels, real estate developer channels, decoration company channels, security and other system integrators, home consulting companies, shopping malls and professional markets. Among them, real estate and home improvement companies have deployed the pre-installation market to create a one-stop system of smart homes. The pre-installation model provides more added value to customers for real estate companies and home improvement companies. It has also become an important entry point for the complete experience of smart homes, and is a new model for mutual benefit.
At the same time that multiple channels are blooming, the two sales models of pre-installation and post-installation go hand in hand, driving the rapid development of the industry. The combination of home appliance manufacturing capabilities with Internet technology and content capabilities has created a group of smart home manufacturers that have both the ability to integrate the industrial chain and the ability to develop technology and content. On the one hand, these manufacturers cooperate with real estate developers and home improvement companies to open up the market through the pre-installation model; on the other hand, they sell post-installed products through retail channels such as distributors, e-commerce, and O2O. The sales channels in this industry are undergoing profound changes. With the advent of the era of full decoration, real estate developers and decoration companies have become the largest cooperation portal for smart devices, and the smart home pre-installation market is developing rapidly.
The new retail concept has prompted O2O to become a new sales model, and the aftermarket has also developed rapidly. Experience is the soul of smart hardware sales. In the context of consumption upgrades, offline retail models enable users to better experience smart products, while online product information interpretation and comparison are more abundant, and follow-up viewing is also more convenient, which can continuously improve users’ purchase intentions and Frequency of contact. The characteristics of smart home products are very suitable for O2O's new retail model. First of all, such products require a heavier offline experience as an aid, whether they are a single product or a complete set of software and hardware. At the same time, a good offline experience and fun can stimulate users' willingness to buy. However, the price of smart home products is often slightly higher, and the use cycle is longer. In the decision-making process, young users often need online information and evaluation as a reference. This online and offline two-way reverse flow and information dissemination method is an important new retail model in the field of smart home appliances in recent years, effectively solving the e-commerce problem of the traditional smart home industry.
to sum up
In 2018, the smart home industry will usher in a new era after years of development in terms of technology, sales and business models. At the technical level, the rapid development of underlying technologies such as the Internet of Things, cloud computing, big data, and especially artificial intelligence has provided the industry with a more mature and complete technical foundation, which has greatly improved the degree of intelligence of home appliances. At the business ecology level, smart home products enhance the value-added space and optimize user experience by providing personalized services and new interactive methods. Smart home manufacturers are also transforming from "competition center entrance" to "enabling hardware enterprises" by building open platforms. At the sales level, the industry's sales channels and concepts are undergoing profound changes. The two models of pre-installation and post-installation go hand in hand. The new retail concept promotes O2O to become a new sales model and drives the rapid development of the industry.
With the development and popularization of smart homes, the smart life scenes in previous sci-fi works are gradually becoming reality. With the help of artificial intelligence and other technologies, more and more household products are becoming intelligent, providing people with a more efficient and comfortable life experience. Of course, if smart home products are to truly enter the homes of ordinary people, they must solve a series of problems such as ecosystem construction.
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