How big is the smart home market?

OFweek smart home network news 2017 or China's smart speaker market "golden development period." At midsummer, BAT entered the office: Tencent launched the Tencent Cloud Micro-Intelligent Voice Product at the Tencent Cloud Summit two weeks ago; on July 5, Baidu announced at the AI ​​Developer Conference that Duer OS, a voice interaction platform, was fully open sourced and federated. Several speaker manufacturers and voice interaction technology providers jointly provide hardware and software integration solutions. On the same day, Alibaba AI Labs released the “Tmall Genie X1” smart speaker and intelligent voice assistant and developer platform AliGenie.

As smart home entrance, smart speakers are hot worldwide

Smart speakers are honored with the honor of “smart home entrance”. With the advantages of voice interaction, smart speakers are increasingly favored by giants at home and abroad. From simpleness to diversification, the smart home portal has undergone three transitions and upgrades: from the smart home entrance represented by smart TVs, smart refrigerators, and smart air conditioners in the beginning, to the simpler and more convenient “light smart home entrance” (such as Smart Sockets, Smart Cameras, etc.), and then gradually shifting from mobile app control to “voice interaction”.

Why smart speakers will become the entrance of smart home? The key lies in speech interaction. As we all know, Amazon launched Echo; Google launched Google Home,; Apple released HomePod; Microsoft intended to integrate Cortana smart assistant into smart speakers; At the same time, Facebook has also acquired immersive audio company TwoBigEar... Technology giants hope to use voice technology as a breakthrough , Smart speakers as a hub to build a smart home ecosystem.

Initially, what is the smart home market?

According to the report, China's middle class has a population of 109 million and an average income of more than 300,000. As the main consumer group in the smart home market, the huge middle-class population base determines the unlimited potential of the smart home market. In addition, product sales are only one-off, however, the larger, more long-lasting market earnings lurk behind the sales: At that time, products will become the entrance, bring a series of services for users, companies will benefit from it, and the smart home market will be incalculable. .

According to statistics, the smart home market in China in 2015 was 43.1 billion yuan, up 41.80% year-on-year; in 2016 it was 66 billion yuan, up 53.10% year-on-year; the total market size in 2017 is expected to be 98.8 billion yuan, a year-on-year increase of 49 .60%. From the data point of view, both in terms of scale and growth rate, China's smart home market development is ahead of the global market.

Build ecological, extension single product, smart home everywhere

From the perspective of overseas markets, the four major technology companies launched fierce slogans - Microsoft's layout of televisions and operating systems; Apple's HomeKit smart home ecosystem as the core, the introduction of smart single product; Samsung with excellent hardware and software industry chain capabilities, is expected to quickly Layout of the overall smart home market; Google is a single product, platform two hands, in the direction of intelligent multi-point layout. The four giants have become the blueprint for domestic and foreign small and medium micro enterprises to develop the smart home market.

From the domestic market point of view, smart home companies are mainly divided into three categories: one is traditional home companies represented by Haier, Midea, Changhong, TCL, and Gree; one category includes Xiaomi, Jingdong, Tencent, Baidu, and Ali. Internet technology companies; the other is the e-commerce platform (such as Jingdong, Tmall, etc.) and Oerlikon, Anjubao (300155) and other smart home brands. All three types of companies are experiencing various kinds of storms. For example: The meter family has limited application scenarios; the number of smart home products is too small; the US “one-click control” has become a bad check, and the business is not satisfactory; Jingdong Micro-Links is in a dilemma. Different standards and other disputes continue to wait. Of course, this is only a temporary difficulty to be solved, and the brilliant curtain is still being opened.

Smart home gimmicks, why haven't you entered thousands of households?

Although the popularity of smart home continues to heat up, the anticipated feast has not been opened yet. One is not bad money, two are not bad brands, three no shortage of attention, four lack of consumer base: why smart home can not be settled in thousands of households? The author analyzes for three reasons:

1. The concept is not clear enough, the scene is decentralized, and it needs to be subdivided and optimized

According to the “Smart Home System Product Classification Instruction Manual”, smart home system products are divided into 20 categories: electrical control systems, home background music, home theater systems, video surveillance, burglar alarms, electric locks, etc.... Not to mention exhaustive details. This leads to smart home impressions in the minds of consumers: categorization, complexity, abstraction, obscureness, and difficulty in perception; in addition, various so-called smart products in the market are also full of them, and consumers can be described as a loss.

2. Lack of user experience, lack of product features, can not trigger the desire to buy

At present, smart products lack the offline experience, leading consumers to be ambiguous, unclear, and inexperienced and unable to form purchase requirements. In addition, the inability to set one button also affects the functional experience: true intelligence should automatically perceive or predict users' needs and habits, and actively adjust their operational logic, parameters, etc. to suit users; however, most home systems on the market are often required to perform Product selection, project design, construction and installation, etc. do not meet the "use, use, share" of the use of the logic of experience.

3. Expensive prices, lack of energy and restrained impulse of consumer experience

The smart home products on the market are expensive, leaving many consumers discouraged, which also led to the rapid popularity of smart homes. For example, installing a smart home system (including door magnetic security switch, intelligent lighting system, living room curtain control, air-conditioning control, home theater system, etc.) for a new 120-square-metre new home, with a total price of nearly 40,000 yuan (excluding the auxiliary material And construction costs). If it is not local tyrants or enthusiasts, such prices are enough to deter normal people.

summary

The global popularity of smart speakers provides a mature voice interactive portal for smart homes. Constrained by the fact that the price of smart homes is not close to the public, the scenes are scattered, the function experience is ambiguous, and pseudo-intelligence is rampant, many consumers have no desire to buy, and the smart home industry is still in an awkward, chaotic, and disorderly state. However, it cannot be denied that the smart home industry is starting from many scenarios and gradually changing people's traditional home life habits. In the near future, smart homes will enter millions of households at a more humanized experience and at a price that is closer to the people, making life easier for people.

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