Dialogue Wang: Eight cool thoughts on smart home

Millet out of the intelligent air purifier, the fire of the Smart TV, 2014 of the smart home market, whether it is because of the Giants to join or the new players continue to follow up, have been fired hot. But one company has kept a cool head in the storm-swept area.

December 11, Phantom Teng held a new product conference, launched a smart wall switch pixel, attracted a lot of attention. Intellectual things in the press conference after an interview with the Fantasy Teng CEO Wang, and he chatted about the development of fantasy, and his view of the smart home market.

A sports outfit Wang also reveals a refreshing student gas, but his ideas are full of rational analysis. A lot of topics, but the most impressive is his subversive ideas:

1. Smart products weaken the concept of intelligence, and intelligence is fundamentally for convenience, not as a gimmick.

2, seek a new path: into the pre-loading market, increase customer stickiness.

3, do not seek the product is particularly wide, only focus on the user experience. The general problem with the market for smart products is that they want to do a lot, but they are actually too small.

4, gentle but healthy development, the future will be very clear.

Intelligent Product weakening Intelligent concept

The smart hardware in the market is a big smart flag than smart to attract users, but Wang to such a model say no. The switch is actually a physical thing, and Wang thinks the physical thing is very important. "The technology of intelligence itself must go forward, but the propaganda must weaken the intelligence." ”

Wang tell intellectual things, many home store decoration is very good, but can not find the appropriate matching switch. High-tech products may not be able to put into the home, this is the key issue. The definition of a product is not to say that he is the most intelligent switch, and that it is the most beautiful switch, with intelligent characteristics. Such a way of thinking may really narrow the distance between the smart product and the user. In Wang's view, intelligence is fundamentally about convenience, not gimmicks.

Second, the new path: Go before the loading market

Wang that, including fantasy Teng himself, many smart home companies before the line is wrong. Looking for a new path, Magic decided to go home decoration market, take the heavy market. Before the Nova or removable paste switch, and the new pixel has been connected to the wire, this initiative to increase the first customer stickiness, after all, no one will unload.

Wang said there would be closer cooperation between the industry and the home improvement business, and not just contact the scientific and technological community. The market for home furnishings is huge, and in this direction a large number of real users can be found. "Many people think the market is not big enough, but I think it's enough." Wang said, now in a new road, think it is a very correct way. Promotional Sales is not the core, users of the cool is the core.

Third, do not seek a special wide product surface

Press conference, Wang will switch as a center of the intelligent home, then around this switch, other products is how to cooperate with it?

Wang said, first of all, this switch can be directly suitable for all traditional lamps, other home appliances adaptation, there are several needs of the product can be controlled, other though technically is the same, but he will say can not. "I don't think everything is intelligent is good, only the things that need to be intelligent enough"

To take a boutique route, only a small number of products, will not be limited to do not big enough? Wang, however, thinks that the big demands are too high. "I think the problem with the smart product industry is that it's too small and too small." For example, the light bulb, the global output of smart lights than from the ground casually grabbed a light bulb, a model, one months of production, the difference of two orders of magnitude. ”

In fact, he says, the light bulb is already a big enough market. So the real problem is that the product is not good enough. For example, for many parents and the elderly, intelligent product acceptance is not high, but can not give up this part of the population. Wang said, this thing, not necessarily very cool, but my father and mother to use it to feel good.

Iv. Gentle but healthy development

Now fantasy is an entrepreneurial team of about 20 people, mainly Tsinghua, from a year ago when the wisdom of things to visit did not change much, the location is still in the Tsinghua Basic Industrial College Friendship Support Office space, the overall development speed is not very fast. Wang that too fast development is unhealthy. He pointed out that the merger of the Company B-round a lot of sales pressure is very large, although the illusion of speed in advance, but the rate of recovery is very high, can reach two digits. Daily active users around 10,000, the cumulative annual sales of about 30,000.

The most important thing in the future is to let people use the product first, this part of the market can open, is big enough. Other aspects of the expansion is mainly the cooperation of the brand, probably in the next one or two quarters will be launched, ceiling lamp, light, home appliances and so intelligent products.

And in the cooperation project, Wang think the most fun product is the bed with trimebutine cooperation. Different from the combination of electrical appliances, and traditional to even use the bed to cooperate, it is difficult to imagine. "Don't turn intelligence into a selling point, it's important to use feelings," Wang. Coming out of the bed, the selling point is to choose the comfortable, just increased the sleep mode, bathroom automatic Night Lights a class of functions. Did such an attempt, whether can see the more in-depth understanding of the intelligent home products?

Now the single products include intelligent switch, door magnetism, infrared, and so on 11 kinds, Wang said, in the health of the Foundation and operation, the launch of new products will be very fast, just like a few weeks of consecutive weekly new products. The main direction is light and security.

V. We are different from Broadlink

A key to control the smart home products, this thought at first glance let me think of broadlink play. But Wang said that Broadlink is actually very different. At the beginning of the 14 more like, we all have their own modules, as well as their own products, pull manufacturers to do together. But then the idea of differentiation is relatively large.

Broadlink is a platform, the main development of manufacturers, expand the market. and Magic teng to product-oriented, each to add a product is to enhance their own product experience. "Broadlink is a platform, a circle of ecology, and we are still a single product company, but there is some ecology." "Wang that the Phantom is a core product company, or will be around their own products to develop."

At the same time in its own products, he said the direction of development may also be different. Broadlink has a tendency to exert a force on audio, and Phantom still goes on the lighting route. This also has a lot to do with the technical route, WiFi can not access the lighting system, and the Phantom will not enter the audio and video system.

Six, why focus on switch?

Wang said the original core product is the lamp, but later found some problems: the main is not enough grounding gas. Really want to achieve the best effect of the scene switch, want to experience very good, the whole family lighting all replaced, the cost is still very high. Influenced by the consumption force, it is not easy to be accepted. So want to do things "lighter", a need to change a few points, you can control the things, so think of the switch.

Seven, Millet and the United States of cooperation is also a good thing

The news of the press conference just a few days by the millet and the United States "marriage incident" robbed the limelight, then Wang to this piece of intelligence and home together "marriage" and what is the view?

Wang that the beauty of the decision is also very difficult. Data and cloud platform is millet, the United States accounted only for manufacturing and logistics, how to integrate, both sides should have their own ideas. From the point of view of the start-up company, on the one hand this is a big event, play different, on the ecosystem is a very big change; on the other hand, the cost of education market is very high, if a giant to join in the education market grounding gas, and start-up companies to main points of differentiation, which is a good thing. The Giants ' affiliation has also contributed to the industry itself.

At the same time, he said, home appliances competition, intelligence is only a gimmick, not because the Thunder boss to change the air-conditioning refrigeration capacity. The product itself will not change, just the ecological change.

VIII. sales channels are planned to expand?

Phantom Teng's products are now mainly with Trimebutine, the peak of the industry and Boloni and other channels of cooperation line sales, online only their own official sales channels, Wang that other online channels are not necessary. According to the product, he said research shows that smart lights in some of the Electronic Business platform search is very low, few people really will buy. To the public raised Wang also not optimistic, in his view of the public is more like a marketing tool, not suitable for small business participation.

The mention of cooperation with big home appliances manufacturers, Wang said there is not much chance. Big companies are generally skeptical of third parties, fearing dependency, so they are more willing to spend their money on clouds, even if they may not be good at it.

Phantom Teng's new product has three versions, are pro version 999 Yuan, lite version of 599 Yuan, classic version of 99 Yuan, from different levels to meet the user's intelligent control of the lighting system. Products by the suppliers from Shenzhen to complete, compared to the previous products, in the hardware must improve and improve.

The core of pixel is that after a period of use, he will have an intelligent suggested model. Just press one key, but know that you are home or back, who is back, what kind of turn on the light habit. These are based on the time, mobile phone location, and the state of the home equipment to analyze. Generally need to have about 15 days of use time to familiarize users. Another feature of the product is its own exclusive patent agreement, the number of connections, low energy consumption, high security.

Wang hopes this product will turn the tide into a new bestseller. And the new play of fantasy also really attracted me to redefine the smart products, to seek the development of the market, the so-called health and sound development of the basis will be thick and thin hair? We wait and see.