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Smart home market Bottleneck Analysis and Development
Editor:admin Date:2015/8/8 Click
Intelligent hardware development model, it should be from B2B to B2C development, first for business, and then to consumers, from top to bottom, from high to low frequencies. For example, the phone is from the previous Big Brother, the GSM mobile phone, to a smart machine, step by step evolved. Smart Home also follow this rule.
Traditional smart home is a family-oriented intelligent control system, however, it's a very small market size in the country, because domestic prices are very high, so that the user has a large house is very small, therefore, the traditional smart home manufacturers need from the brand, the line By channels, business models and other aspects of looking for a breakthrough. The new smart home single product is out of the bloated traditional model, which is more easy to use, can quickly get the user, however, the manufacturer of such products usually start-ups, mostly immature product development more difficult to solve These issues, openness and cooperation with system vendors, market access is a good choice.
System and have their own advantages and bottlenecks single product
Traditional smart home systems suffer from large-scale, complex operation, is facing development difficulties:
1. The more high-end professional, for the whole house-style experience, but a smaller body than the market, in favor of pre-installed market, target customers are mainly concentrated in the high-end customers, allowing users to face very narrow, development difficult.
2. After purchase, the user's customized, personalized needs very much, making the latter service workload.
3. The operation is not suitable for the Internet, the way the Internet is considered a low-cost way to quickly get the user, while the traditional smart home vendors for online users slow, heavy mode.
And more "lightweight" smart home single product is more flexible, has a Internet qualities:
1. The price is relatively low, approachable. For example, the smart socket, then buy can be used, in order to bring the convenience.
2. not too focused mode, simply do focused, easy to achieve the ultimate, easy to burst out goods.
3. for individuals, for the geeks, by the fans favorite, can enhance public acceptance.
However, it is also faced with intelligent hardware-specific development dilemma:
1. Pseudo demand more. More of a demand conceived product manager, user experience is poor, single function, usage scenarios monotonous.
2. poor sales, Jingdong exist on other platforms Scalping situation.
3. The lack of a good business model. More products are electronics manufacturers are looking for new breakthrough, did not form a good profit model.
The homogenization of serious, serious low quality. For example, the market smart socket, feature mostly identical, but for example, intelligent wearable products, watches, bracelets, similar in appearance, functionally similar, did not seize the user pain points. In addition, the quality of some products also boast about, this is due to some shipments of small start-up company, the supply chain can not find support, quality products reach the desired results. In addition, supply chain issues also makes smart home bounced a single product and the mortality rate is high.
5. stand in the presence of the phenomenon. Some start-up companies need to find a large cloud platform to build market access, however, these small businesses are likely to be the platform enterprise "kidnapping" to restrict development.
At the same time, start-up company itself also has some fatal problems: ambitious, see the actual demand, easy to be fooled by psychological expectations, thinking to be a breakthrough. Some start-ups at the start is a very good idea, but not quickly realized as consumer demand, after the introduction of products by the market cold, often appear confused situation, therefore, have to break through some of its limitations.
Open cooperation contributes to the development and growth
In order to solve a single product development bottlenecks encountered, we can find a solution from the following aspects:
Startups should remain neutral and not stand in line, and open cooperation platform for the company. "We are looking for a third-party company in the control of a single product together make access time, some companies will move up to a certain order quantity, just to talk about cooperation, which is very unfavorable for the formation of passage." 何家平 said, "single-product company Only after extensive butt, in order to develop faster. "
In addition, the overseas market is a good breakthrough, because users tend to some overseas markets DIY, very like the emerging intelligent hardware.
Starting from the actual use of the product. For example, for infrared repeater product is concerned, most users use the product is used to control the air conditioning, rather than control the TV, watching television because fewer and fewer people. Understand user needs, we can then do the optimization of the product, in order to accommodate this usage scenario.
Sharing user data. Many single-product company's idea is to get a large data by hardware, data mining through some things in order to make further development. However, the dream of big data business is still relatively far away, because, with the data analysis capabilities of domestic companies are not many, even be able to analyze the data, but can not be realized immediately. Data belonging to the user, not the equipment manufacturing data, so because the company did not want to get the data and different platforms to connect it, is wrong.
Yen value & brand & offline channels under
Unlike a single product, the traditional smart home manufacturers should utilize its advantages to improve the product, good channels.
The current smart home market began a trend - small systems with a single product began to combine: the current single product company after discovering its function over a single, tend to become a little more diverse functional system, investors also He began to target a single product shifted from small systems, because the system has a small ecosystem characteristics, the contact surface more, more survivable. This provided an opportunity for system vendors, system vendors become the subject after all.
In addition, the establishment of the brand is very important, and now is the golden age of branding, because in the smart home market has not been a strong brand. However, the brand to be packaged, it will take time to prove, requiring perseverance in the product quality well.
Yen value and quality of products are important, high value products Yan after in order to attract users, at the same time, but also excellent quality, system life cycle products and the house should be as long service life.
Traditional vendors should strive to do the line channels, because by Jingdong, Taobao and other electronic business platform to sell products is impractical. In addition, the business core of the traditional pre-installed intelligent home, "but its volume market is very small, about the size of the national market in five billion -90 billion, made large company may have only 200 million yuan." Hejia Ping Say. "To avoid this small volume with market abuses, it can be installed from the market or to find a breakthrough in the business model."
Single product + system to follow market rules
Intelligent hardware development model, it should be from B2B to B2C development, first for business, and then to consumers, from top to bottom, from high to low frequencies. For example, the phone is from the previous Big Brother, the GSM mobile phone, to a smart machine, step by step evolved. Smart Home also follow this rule.
Intelligent hardware is only one mode and means, the user needs is content and services promotion in the future should be more focus on building content and services.
The user's needs as the center, good product positioning.
