The three major forces of smart home entrance are fiercely competitive, and everyone wants to win the position
Recently, the field of smart home has been moving frequently. Xiaomi has launched four smart home accessories products, Apple has launched the HomeKit standard for smart home platforms, and Amazon has invested US$50 million in smart homes. Whether it is hardware companies or Internet companies, one after another is rushing to the smart home market. Different from previous product competitions, facing the blue ocean of smart home, more companies choose to grab the smart home entrance and build their own evergreen trees by using smart home control platforms. Whether it is a smart hardware company, an Internet company, or a traditional home appliance manufacturer, there are advantages and disadvantages in the competition for the entry of smart homes, so who will be the final winner?
Smart Hardware Enterprise: The Conspiracy of "Gadgets"
When it comes to smart hardware companies, major domestic mobile phone manufacturers are the main force among them. Xiaomi released the Xiaomi router and corresponding smart home accessories, ZTE's main security brand entered the smart home, and Huawei also used routers to explore smart homes. In general, smart hardware companies have adopted mobile phones + smart “gadgets†to build their own smart home platforms.
Products such as smart routers are used as network entrances and control entrances of smart home products, and corresponding open platforms are opened, and mobile devices such as mobile phones are connected to routers as users' direct control terminals. In terms of user scale, many fans accumulated by mobile phone manufacturers have become excellent product audiences. The success of Xiaomi routers illustrates this point well. From a technical point of view, router products are familiar to smart hardware manufacturers, and the system-level support on mobile phones solves the compatibility problem of routers. The advantages of this type of manufacturer are mainly reflected in network access and product control.
The problem that smart hardware companies must face is how to attract developers to join their own open platforms. At present, this type of platform is very attractive to entrepreneurs who are committed to smart hardware. More small hardware is added, but it is not very attractive to the main equipment manufacturers of smart home, such as TVs, air conditioners and other products. After all, they themselves want to be their own smart home entrance. In addition, these hardware-based companies have no advantages in services, and their audiences are relatively single.
Internet companies: use solutions to make free lunch
The length of the Internet industry's tentacles can be seen from the series of acquisitions by BAT. For smart homes, Internet bigwigs certainly don't want to miss it. Baidu built a hardware platform and launched Baidu cloud services and a complete set of free solutions. Tencent’s smart home portal is betting on WeChat, while Alibaba uses TV boxes and cloud OS as the portal to the smart home platform. JD intends to use the concept of APP to integrate JD’s platform The partners on the Internet "catch it all in one go." In any case, when Internet companies are doing platforms and portals, they cannot do without providing partners with relatively complete solutions.
The advantage of Internet companies is their huge traffic, user data, software, etc. It is easy to attract smart home companies to join, Baidu's big data, WeChat's massive users, Ali and JD's mature e-commerce system, whether it is a startup team or a traditional Home furnishing manufacturers will not refuse to cooperate with them, but the depth and form of cooperation will be different. The free solutions of Internet companies are very attractive to many partners. From networking to promotion, they are handed over to Internet companies. It is good to be only responsible for product research and development. This kind of cooperation and win-win situation are many. What a less powerful developer needs.
From the current point of view, Baidu's platform strategy has begun to bear fruit. About 20 smart devices have joined in, and the smart home portals of WeChat and Ali Jingdong have not yet seen results. I have to admit that Internet companies do not have a deep understanding of large and small home appliances, and the solution is relatively simple, and it is difficult to cover all areas of smart home in a short period of time. There will be a trend that small products will surge and mainstream products will be absent. The smart home entrance without mainstream product layout is obviously incomplete.
Traditional home appliance enterprises: an industry alliance-style entrance
The first to perceive the trend of smart homes is probably the traditional home appliance companies. Haier launched the Internet of Things air conditioner in 2009, but due to technical and strategic constraints, traditional home appliance companies have very limited actions in smart homes. When the wave of the Internet of Things hits, mainstream home appliance companies have chosen to use alliances to build smart home portals, such as Haier's open platform and Midea's smart home platform.
Home appliance companies have obvious and traditional advantages in the entry of smart homes. With years of operation in the home appliance industry, they have formed a complete supply chain and sales channels. After-sales service can be extended to various towns and villages. More importantly, their Really understand. Relying on its prestige in the industry, attracting a group of small smart home manufacturers to build a unified open platform and provide corresponding technical support, the entry-level strategy of smart home will be a matter of course.
It is far from enough to have only hardware on the smart home open platform. The disadvantage of home appliance companies lies in the lack of software development and the ability to provide cloud services. Because of the competitive relationship, it is easy to attract some small and medium-sized enterprises with no product conflicts to join, but it is difficult to persuade the competitive Participation of large companies. Almost all home appliance giants want to build their own smart home platforms, and the consequence may be to create a fake portal with only their own products.
Obviously, the three forces all have the ambition to become the entrance to the smart home, but each has its own shortcomings. The author believes that the three forces should cooperate with each other. They have no competition in products and can complement each other's advantages in strategy. For users, the three modes have nurtured dozens of smart home entrances, which will only make the user's operation very complicated. It is conceivable that a living room needs to install more than a dozen client softwares to achieve smart control. Where can there be experience? At all. Smart home is a big cake, and only the partners can share more benefits.
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