[Guide] The concept of smart home has been around for a long time, but based on various challenges, the development of the industry has been in the “weak intelligence” stage. With the continuous development of various technologies, smart homes are also undergoing a revolution.
Recently, the market for smart homes is booming: on May 30, China Telecom Shanghai held the “Building a Double Gigabit Demonstration City and China Telecom Smart Home Ecology Cooperation Conference”. The “Smart White Paper” was released at the conference. On June 11, Xiaomi’s smart electrical appliance brand, Mijia, made its second public appearance. In the tone, four new smart home products were launched; on June 12, during the 2019CES Asia Consumer Electronics Show, Suning held the Biu+ Eco-Conference and released six new Biu+ products.
Whether it is Internet star company Xiaomi, retail giant Suning, or China Telecom, one of the three major operators, companies with different genes gather in the smart home market, such a dense strategic release It seems that they are all looking at the new blue ocean for the future development of smart homes, but under the same action, their considerations and styles are completely different.
Xiaomi: Genes + products of the Internet
Speaking of the enterprises that have made achievements in the field of smart home, Xiaomi Must be able to occupy important seats. Since March 29, 2016, Xiaomi officially upgraded the smart home product strategy in its ecological chain to “Mijia”. In the past three years, Mijia has successively launched 186 smart products, but did not specifically hold one for this purpose. Field conference. The first press conference after the release of the Xiaomi Mijia brand on June 11 is self-evident.
A closer look at the millet strategy. In January of this year, Lei Jun announced that Xiaomi’s core strategy for the next five years is the mobile phone +AIoT dual-engine strategy; in May, Xiaomi established the home appliance division; in June, Xiaomi The “Mijia” conference was held quickly. From a series of actions of Xiaomi, it can be seen that smart home will be the core focus of Xiaomi’s future. All its layout will be built around smart homes. Smart homes will also be another track where Xiaomi and mobile phones are on the same page.
full scene layout
In addition to Xiaomi Bracelet 4 and Xiaoai teacher, Xiaomi launched four smart homes at a time. New products: Mijia Internet washing and drying machine Pro (10kg) intelligent version, Mijia Internet smoke stove set, Xiaomi Mijia smart door lock push-pull and Mijia induction cooker set Fengwei customized version, and once again played the “price butcher” The role of the price of the same performance products is reduced by nearly 50%.
In spite of the past three years, Mijia has launched a series of smart home IoT products such as Mijia air purifier, water purifier, sweeping robot, smart door lock, etc. There are still more than one release for the first time. For example, Mijia Internet smoke stove set is the first kitchen smart home appliance, integrated body to solve the traditional smoke machine cleaning trouble, the first one to hide the magnetic 450ml large capacity oil cup; rice home induction cooker set flavor custom version for the first time Cooperation with Fengwei cross-border.
Obviously, the newly released Mijia smart home products have further improved Xiaomi’s smart home category, especially the kitchen appliances. For the home, the kitchen is one of the most frequently used and widely used areas of home appliances. The layout can also be seen as the determination of Xiaomi Smart Home to build a full house smart product, and further realize the scene linkage is also to create a full scene interconnection. The current stage of the goal.
Mijia and ecological chain dispute
Overall, Xiaomi clearly wants to implement products, channels, service products and ecological strategies to the end However, in the huge ecological chain, the product “crash” and the formation of competition is gradually increasing. For example, in the smart door lock products, the Xiaomi and Xiaomi ecological chain represent the enterprise Lukang and Chuangmi are forming product coverage and competition. In the smart bracelet products, Xiaomi and Huami also appear duplicates.
The Xiaomi conference and the Huami conference have crashed. One insider of the Xiaomi Group has said that this is “somewhat awkward”.
For conflicts of similar products, the author believes that competition is not a bad thing, and joint promotion will be better. In large enterprises, it is very common for multiple teams to participate in the development of similar products for competition. The most typical one is Tencent’s “eat chicken” mobile game – the exciting battlefield of Photon and the attack of Tianmei’s whole army. The battlefield finally came to the end and successfully opened up a new battlefield for Tencent.
At present, the competition between Xiaomi and similar products in the industrial chain is overall successful. Huami’s bracelet products have become the benchmark in the domestic wearable field, and Xiaomi Bracelet 3 has set a proud sales record of 17 million days. For consumers, the benign competition between Xiaomi and the eco-chain enterprises will not only increase the options, but also make the Xiaomi ecology more prosperous.
Suning: Empowering the Ecology, Creating a Smart Life Solution
June 12, at 2019 CES Asia Consumption During the electronic exhibition, Suning held the Biu+ ecological conference, and released six new Biu+ products at the conference, involving brands such as Midea, Fangtai, Whirlpool, AO Smith, and Wanjiale, achieving a total of 500,000 units of signing.
Suning BiThe concept of u was first proposed at the CES exhibition in early 2018, when Suning brought the first unmanned Biu store. Since then, the Baiu series has been launched, covering speakers, alarm clocks, air conditioners, refrigerators, etc. Since the development of the smart home market, the biggest pain point is that the brands are fighting each other and the products cannot be connected, which brings a very unfriendly user experience to consumers. In response to this pain point, Suning established the Biu+ Ecological Alliance.
Smart Home Blue Ocean is in the forefront, Suning as a retailer, empowering companies, forming synergy is undoubtedly the most preferred. Therefore, based on Suning’s BiuOS, content advantages and smart retail ecosystem, Suning’s Biu+ Ecology will fully open its empowerment to partners through technology, content, brand, retail, capital and management to create a user-centered smart life solution. Program.
Technical: Relying on the newly upgraded BiuLink 2.0 and BiuOS to provide partners with a full-stack solution for product intelligence.
Content level: Aggregate Suning video, PP sports, product services, local life and other high-quality resources.
Brand level: Provide a full range of brand empowerment through a variety of online and offline promotional resources, in conjunction with the Baiu+ Premium and Supernova programs.
Retail level: With Suning as a multi-format advantage of domestic retail giants, it provides more channel support for Biu+ ecological products.
Capital level: use the multiple capital portfolio including Suning Ecological Chain Fund to provide financial support for enterprises within the Baiu+ ecology, and fully support Biu+ product innovation.
Management level: With Biu+ management empowerment, it will provide management support and product refreshing support for partners.
It is understood that as a product of Biu+ Ecology, after the wisdom of BiuOS, it can be remotely controlled through Suning Smart APP and monitor the running status of the product in real time. After interconnecting with Suning’s small Beiu speaker, it can also carry out voice intelligent control, and realize interoperability with other Biu+ ecological products, bringing consumers a full scene intelligent use experience.
Obviously, in terms of ecological construction, Suning took a different path from Xiaomi, but it is difficult to determine whether it is better or worse. Xiaomi’s self-built ecology has become a climate, and it has built up all barriers in terms of product types and brands. From the current movements, Xiaomi is moving from single product intelligence to interconnected intelligence, and has realized the interconnection intelligence of some single products. Suning’s ecological empowerment can bring together mainstream home appliance brands in the market, giving consumers more choices and more protection in quality control.
Of course, Suning’s Biu+ ecology is progressing very quickly. It has just been unveiled and successfully signed hundreds of thousands of products from multiple brands. This shows that in the foreseeable future. , Suning Biu+ series products will become a new strong competitor in the field of smart home.
China Telecom: Building a smart family system with “Five Wisdom” as its main content
May 30, China Telecom held the “Building a Double Gigabit Demonstration City and China Telecom Smart Home Ecology Cooperation Conference” in Shanghai. The “Smart White Paper” was released at the conference, which fully explained China Telecom’s smart home capability system, core business segment and continuous innovation. Action plans and outlook for protocol interoperability, service upgrades, and ecological cooperation.
Unlike other companies, operators have different ideas for building smart homes. It is understood that China Telecom has begun to deploy smart homes very early. As early as 2016, China Telecom Chairman Yang Jie proposed that the five business ecosystems in the 3.0 transformation strategy include the smart family ecology. In 2018, China Telecom listed the smart family as a first-level department.
According to the “Smart Home White Paper” issued by China Telecom, as of May 2019, China Telecom has 170 million home broadband users, 80 million smart home gateway users, and 127 million IPTV users. 80 million 4K set-top box users, 40 million home cloud users, and provided over 40 million intelligent networking services.
China Telecom believes that smart homes should be composed of smart broadband, smart home platforms, smart applications, smart security, and intelligent services. Among them, smart broadband is the foundation, Zhijia platform is the carrier, intelligent application is the direction, intelligent security runs through it, and intelligent service is the purpose. Based on this, at the China Telecom Smart Home Ecology Cooperation Conference, China Telecom and more than 20 alliance partners such as Huawei, Tencent, ZTE, 360, and AsiaInfo signed a 2019 terminal purchase intention letter, totaling 30 million units. Up to now, its leading “China Smart Home Industry Alliance” has more than 300 companies.
For telecommunications, despite the large user base, how to digest the 30 million terminals is still the key to its smart home market.
At present, China Telecom relies on the transformation of existing business halls to display smart home terminals at the channel end, mainly challenging the strength of the mainstream e-commerce platform on the cable and the diversion of many offline stores. However, it is still difficult to say whether it can successfully attract enough consumers.
The author believes that China Telecom’s market prospects for smart home terminals are very optimistic. For online, although the e-commerce platform has become an increasingly important channel for users to purchase products,But for large items such as home appliances, offline is still a more important way. According to data from the well-known big data statistics agency Gfk, in the first half of 2018, the omni-channel market of the home appliance market exceeded 200 billion yuan, and the offline channel retail sales accounted for 70%, far exceeding the online channel. For offline competition, China Telecom still has a huge advantage in terms of business hall density and coverage. From the perspective of user perception, the products purchased in the China Telecom business hall also have high security, which are all for China Telecom. The smart home market opened up a green channel.
“2015-2020 China Smart Home Equipment Industry Development Forecast and Investment Opportunity Analysis Report” is expected In 2020, the scale of China’s smart home industry is expected to exceed 1 trillion yuan, and the smart home market is undoubtedly expected to become a blue ocean industry of the order of one trillion yuan.
At present, the constant influx of competitors is making the battle of the smart home market more intense, but the good news is that retailers, operators, and Internet companies Under the sacred spirit, both technology and the market are iterating at an extremely fast pace. Perhaps soon, smart families will become standard.
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