Smart home is self-deception, the company is afraid of the unknown future

Into the mobile internet era, the formation of the three most bluffing and most attractive market concepts, such as online, micro-commerce and smart home. It is in the big investment in low-yielding efforts, micro-business is immersed in even blowing the circle and self-hi, while smart home in the long-awaited and fear of constant self-hypnosis, deceive oneself like the smart home will have a better future.

Enterprise each Huaiguitai, the user each their own, the intelligent home is difficult to have the dominant person

At present, there are many participants in the domestic smart home industry, home appliances and household enterprises, internet companies, as well as hardware developers and other related enterprises, including bat, Haier, Gree, TCL, the United States, Hoi Hong, rici, pole meters, polar routes and so on, seemingly mutually beneficial a jubilant, Actually shifty to beware of each other. Whether it is the Internet company, or home appliance home enterprises, or small and medium-sized developers are playing to become smart home platform or become the idea of the entrance, but so intrigues the environment, who do not want to become a controlled party.

BAT and other Internet companies have a platform to think, and now even Haier, the United States have a platform heart, then this smart home market can be deadlocked. From the market competition level, bat and other Internet companies repel each other, Haier, the United States, TCL and other household appliances enterprises hostile to each other, the entire market competition and cooperation is very complex. Internet companies and home appliances enterprises and other hardware developers have a single product, strategic or capital cross-cooperation, mutual occasion at the same time who is unwilling to let any one enterprise become the ultimate control platform, this competitive environment leads to the lack of coordination between smart home products, intelligent fun greatly discounted.

The industry has begun to call for a unified smart home interface standards, but this can only be a palliative, home appliances Enterprises If honest selling hardware products fortunately, and in the entrance theory of infection, the major enterprises are a restless heart, do not want to become the downstream of the Internet company controlled side. Therefore, at the present stage of the smart home market is difficult to dominate, can only be deadlocked, until the future really can not go on, will certainly be a full-fledged bat to carry out a comprehensive resource integration, or the industry cannot continue.

In addition, there is a key issue, the vast majority of users of household appliances will certainly not be the same brand, TV, water heaters, washing machines, refrigerators, air conditioners, hoods, gas hoods, rice cookers, soya-bean milk machine, electric light, vacuum cleaners, speakers, routers, set-top boxes, security monitoring, etc. , after-sale, quality, promotion and other factors to make a purchase decision, so ultimately it is impossible for a hardware terminal brand control of the entire smart home system, if you expect smart home control closed-loop "sticky" can drive other product sales is delusional, this only dead end. User each their own, and the current smart home "smart" is not the user's most concerned about the purchase parameters.

In order to intelligent and intelligent is self-deception, gorgeous control is difficult to hide the lack of practicality is to deceive people

Sci-Fi large number of people looking at the smart home life filled with expectations, in order to cater to this mentality, the major manufacturers to do all the tricks, in the "smart" set spent a lot of thought, launched a lot of seemingly "smart" products. However, the majority of users do not buy it, so many people think that the smart home is actually the manufacturer yy out of the "pseudo-demand."

In fact, said is "pseudo-demand" are a bit flattering smart home manufacturers, they are now completely playing smart home under the banner of the consumer when fools play, especially those big brand manufacturers, refrigerators, washing machines, air conditioners, rice cookers, ovens and other products added a networking function after the crown "intelligent" word, Then the price can be much higher, which is naked in belittling the consumer IQ. Mei's IH super-pole rice cooker, Haier's odt25-au1 intelligent oven, SKFR-26GW intelligent Cloud air conditioning, and so on, these big brands for the public's products is said to be "smart home" a little reluctant, at most, "networked home" products.

To a variety of home appliance products to join the network module, and then through the app to achieve remote control of mobile phone, said so cool features are very gorgeous, but in the actual use of the flashy. For example, Haier's intelligent refrigerator BCD-800WDCN, the description of intelligent control is "mobile terminal remote adjustment temperature, open function, more fault alert and intelligent repair"; Haier smart washing machine ms100-byd1528u1 is "through the app or the binding of mobile phones, you can achieve remote control, At any time to observe the status of laundry operation, real-time adjustment, more trouble automatic repair, etc., so that you are not at home at any time to enjoy clean technology. "Excuse me, who refrigerator will be fine tune a temperature, who will be okay to see the running state of the washing machine?" Do these features bring convenience to the user? Is it worthwhile for users to buy at a higher price?

These so-called smart home practicality is obviously insufficient, onlookers see also can, buy use on some chicken. In fact, good imagination and real life needs are very different, like everyone wants to become a billionaire can be food and clothing without worry, but in reality only to do an ordinary staff can eat and drink; many people imagine life in the smart home environment of cool feeling, and the reality of conventional home appliances have met our basic needs.

Smart home, in the low-end market as toys, in the high-end market or necessities

Today's smart home market, selling the best is small products, such as millet smart sockets, weight scales, smart light bulbs and other small products, sales are also good, far more than refrigerators, air conditioners, water heaters and other large products, although small products are not practical, but the unit price is lower, consumers buy they are not for the real use, More is to buy and play to experience the so-called smart home fun. If the sales of these small products as proof of the future potential of smart home, it is a little whimsical.

Household appliances in the life of a wide range of products, big to the refrigerator, color TV, washing machine, air conditioning, water heater, lampblack machine, rice cooker, soy milk machine, vacuum cleaner and other life appliances, kitchen electrical equipment, small to sockets, lights, doorbell, weight scales, switches and other small pieces of ancillary equipment, these products are labeled "intelligent" after The entire smart home market looks like it has a very large scale. But from the actual user purchasing power, the lack of practicality, the selling point is not enough, the price is too high smart home market space is not big, so-called trillion market size, can only wait until the future will have. Because at that time home appliance products are intelligent, prices have come back to the mass price level, the whole home appliances market is actually smart home market, that time trillion market size too small pediatric, and at this stage of the smart home only for high-end users may have market.

History proves that the development of science and technology industry is from high-end to the public, the PC market is so, the mobile phone market is so, the first is the elite level of use, because these high-end users of the price is not sensitive, also do not care about the practicality, the most important is the sense of value for money. Smart home in Guangzhou to shine on the Rici on the high-end users of the market home strategy to choose from the low-end user market, of course, can not be said that millet strategy is wrong, because the millet model and user base, from the low-end into more in line with corporate interests, And for the start-up enterprises Rui Qi Rici, choose to conform to the historical law of the strategy is relatively more secure.

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If the brand influence, millet to far win Rici, but from the product research and development capabilities, Rici has exhibited 6 Series 60 of the remaining products than millet richer. In fact, there are many similar products, such as smart light bulbs, smart sockets, intelligent switches, smart cameras, human detection, air purifier and so on each other, but the product design style, performance, price, service and other differences, the most important is the sense of experience, the target market is different. Millet can rely on a large number of stud wire user base to try to achieve results in a low-cost strategy, and rici need to maintain the competitiveness of the product deep digging high-end market demand to maintain survival.

Can not afford to lose the future, knowing that the present self-deception must persist

However, the entire smart home industry is the most embarrassing folder in the middle of the market to do popular products of the traditional home appliances. For these big names, they do not have the user base of millet, nor like Rici only to tap the high-end market a way to choose, they have a mature brand, rich product line, more attention is sales, profit and market share.

Today, smart home is still a niche market, big brands of smart home products are no one, not practical features with high prices, few people will pay for this. However, even if there is no sales of smart home products, major brands in the field of increased investment in this area, and constantly introduce a variety of "smart" new products, because everyone is betting on the future.

Smart home market will be how to evolve who said not good, even know that the existing products are self-deception, the manufacturers also need to constantly try to avoid the loss of strategic mistakes in the market. In addition, smart home represents the future direction of the market, big-brand manufacturers if not in this field of action, will lose imagination in the capital market space, will be the opinion of the lack of capacity to start downhill, business to the unknown future is very afraid, so bite the bullet to continue to do smart home, even if not favored by the industry, it also brushed out the , As for the future life and death, can only take one step to see one step.

Wen/Wang Liyang

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Smart home is self-deception, the company is afraid of the unknown future