In a room equipped with a smart home system, lighting, curtains, home appliances and other devices can be easily manipulated on the phone. The controller gently clicks "on" and the curtains are opened.
Burning money, hot war, lack of standards, but the prospect is very tempting, this is the smart home industry of the devil and angels.
In the first year of smart home, about the future of smart home full house products and single products, the industry is arguing endlessly, is there a future for single products?
status quo
The whole house product and single product are dead:
Do addition or subtraction?
Unlike the whole house product, smart home has another vertical segment, which is only a single item. For example, Zhengzhou local project "to listen", only to do the lighting system, half a palm-sized square switch, like a work of art, can be glued to the wall, or even placed in the nest, no physical wires connected to the light source. Press “咔嚓†anytime, anywhere, the light is on, press again, and the color temperature is adjusted.
“The majority of single products are concentrated in lighting, switches, and motors.†Zhang Guanglin, deputy general manager of Ziguang IOT Group, said.
Like Luo Shengmen, the industry is arguing about smart home full house products and single products.
Some investors said that the two are doing additions, one is doing subtraction, and the investors prefer to do the addition of a full-house home with a rich product line. The "to listen" founder Wang Yawei pursues minimalism. "Only lighting, just needed and easy to operate, can be used in your hands, avoiding the smart home is only suitable for the narrow market used by young people in their 20s and 30s."
The fans of the whole house product said that the single product has the soft underbelly that "the product cannot be perfectly linked to the scene". Take the smart meeting room of the whole house as an example, start a one-click meeting mode, and trigger 15 types of products including lighting, curtains, curtains, sound, air quality and so on. "And a single product can not achieve endless linkage, a device issued an order, can not start the rest of the multiple devices at the same time." That is to say, the expansion and compatibility of the single product is poor, resulting in the "A brand can not control the B brand" embarrassing situation.
However, single items and full house products are not incompatible. More and more people in the industry believe that the development of a single product to a certain stage, mapping to other accessories connected to it, forming a small system, and finally complete the ecosystem with other systems.
Pain points
Product dystocia 3 to 5 years
A quality mold costs 700,000+
Whether it is the focus of single-hearted products, or the full range of all-product home products, when it touches the pain points of the industry that is ashamed of the outside world, it has commonalities.
The history of three entrepreneurs in an industry can probably reflect the difficulty of this industry. At the beginning, he cut in with the product OEM, because the supplier was hacked and turned to the system integration of quality products, but gave up because of the lack of compatibility. The second time, he chose to do IoT mobile phones, but lost more than 400,000 yuan due to power consumption problems. For the third time, he switched to a brand agent. When installing a switch to a luxury home, 28 of them broke 27, and the smart home dream was aborted again.
This is an industry reality that an individual business encounters: the industry is taking a detour, not a yield problem, but the quality of the product is not enough. If you use a "list of questions" to list the dysentery in this industry, there are many adjectives on this list:
For example, the industry has no standard specifications. "Now no brand dares to stand up and say 'I am the boss', it is stuck here - the industry is missing a standard and definition. For example, Haier and Gree's home product standards are not the same, it is not compatible, unlike a usb interface, Can connect devices such as tablets, mobile phones, computers and other different brands of products." Zhang Guanglin said.
For example, technical barriers are high and burning money is serious. This is reflected in the fact that there are many R&D personnel, and the hardware R&D team includes circuit design, MCU program, design, embedded program, etc., and the software and product architecture also need a very large team; the development cycle is long, and the above-mentioned multi-person synergy takes time. 3 to 5 years, the product can be available; and the hardware is the most expensive, "a single product mold, good price is 700,800 yuan, and a set of smart home products need 148 items. Each mold, come back and forth Tested dozens of times, each time it is retracted, it will consume huge hardware costs."
method
Only close to the developer set
On September 10th, at the road show of the “Direct Henan Henan Huhu†project, the audience took the luxury investment circle led by Chairman of the Board of Directors of Jianye Real Estate, Hu Yusen, and “talked to†carefully described the operation ideas only for developers.
This is also a choice of many smart home manufacturers: the product is concentrated on the B-end, with real estate customers as the main consumer group. However, this has been questioned by the investors present: For developers, smart homes are not just needed, why use your products?
"Listen to listen" gives its own explanation: the intelligent lighting system does not need electricity, no wiring, no slotting, and uses wireless signals to control the light switch and color temperature color adjustment. For developers, lighting control wiring is largely eliminated, which is equivalent to reducing construction costs and construction period, and eliminating fire hazards. The result is “developers use smarter than traditional 25 yuan/m2 slotted cabling mode. The actual cost of the lighting system is only 0~5 yuan / square meter (90 square meters just need housing calculation). Of course, it is not clear that the home business wants to use the rich owner resources of the developer to achieve the product distribution.
One insider expressed another meaning. Buying a house and sending smart home products began to become a big selling point of marketing, and it is bound to be phased out by developers.
A lot of single products are not enough this winter?
From September 23 to 25, Zhang Guanglin believed that the "gun battle" of the smart home industry really broke out.
Because these days, the industry focused on the 2015 Shanghai Smart Home Exhibition. This is regarded as a key exhibition for whether a single-brand brand can break through. "This is the best opportunity to get a single." To this end, 90% of the staff of Ziguang IOT Group was transferred to Shanghai. Another brand, when receiving an interview with the reporter, also regretted that "all members are in Shanghai."
Time to call back to the beginning of 2015, there is a view that the first year of smart home opened. Traditional homes, emerging homes, and Internet giants, the three forces began to grab food during the year, and the war was on the verge. For example, Zhengzhou Suning Yundian opened on September 25, which absorbed a company that is O2O home.
The industry is hot, and the cake is big and tempting. Analysys think tank predicts that the size of China's smart home market will reach 180 billion yuan in 2018. Zhang Guanglin’s figures say that the group’s current one-month signing amount is equivalent to the last half of last year.
However, Zhang Guanglin believes that the industry as a whole is hot, and the single-item business that originally started with radio frequency and infrared systems is very difficult. “In the first half of this year, 50% of single-product merchants are seeking transformation, and another 50% are not yet to be transformed. In the pursuit of transformation, the second half of the year will enter a painful phase, and 90% will not be attracted by VC. The money is also dead."
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