Since Google acquired Nest in 2014 and announced its entry into the smart home industry, the concept of " smart home " has gradually emerged among the general public. Talking about this market today, many people in the industry think that the current situation of the market is "hot inside and cold outside", "smart home vent theory" has been blowing for a long time but has not yet exploded on a large scale.
CPS Zhongan.com has learned that the complete set of solutions based on home scenes has not yet formed a scale, and smart homes are still dominated by single products. The statistics of smart home single product shipments in 2018 show that the production and sales of smart locks are between 13 million and 15 million sets, with a penetration rate of about 5%; the shipment of smart speakers is 21.9 million units, and the penetration rate is only 2.15% . And most other smart home single product market penetration rates are even lower than the above two single products.
What are the reasons hindering the smart home market? After observing and investigating, CPS Zhonganwang summarized the following reasons:
Weak government guidance and lack of industry standards
Since 2017, smart home has been written into the government work report for the first time. Strictly speaking, there is no corresponding government department to guide and supervise the smart home market. When it comes to smart homes, many people naturally think of high-end consumption and high-end users. Many consumers know little about this and the market lacks coordination.
The industry lacks standards. Until today, relevant government departments have not formulated a unified national standard for China, and most enterprises that integrate research and production can only refer to foreign standards. Large, medium, and small manufacturers have their own policies. Although they provide complete sets of solutions, there are a variety of communication protocols between enterprises and enterprise products, which set up serious competition barriers and bring more trouble to consumers' use and subsequent maintenance and upgrade .
Taking Bluetooth, WiFi and ZigBee three mainstream wireless communication protocols on the market as an example, the terminal control and home equipment mostly use a single protocol, which has smooth transmission and low cost, and the price of terminal gateway equipment compatible with multiple transmission protocols High, and the transmission performance is not better than the former.
Capital concerns have receded
According to the data compiled by the Prospective Industry Research Institute, in terms of the amount of financing for the smart home industry, 97 financing events in 2016, 87 in 2017, and 51 in 2018. More than 70% of the financing events came from the Angel and A rounds. Investment fever has declined. The decline in capital's enthusiasm for smart home, coupled with the overall downward trend of the world economy, the smart home boom is gradually returning to stability.
Incomplete industrial chain
At present, core components such as sensors and chips upstream of the domestic smart home industry chain are mainly occupied by foreign brands, mainly in the hands of major US manufacturers such as Intel, ARM, and Qualcomm, and have a high degree of external dependence. Domestic manufacturers' business focus is on the application side, which is slightly weaker in component supply.
Most domestic smart home companies are small and medium-sized enterprises, which are limited by their own strengths, and their products are relatively simple. The current market is mainly smart door locks, smart speakers, smart gateway products, smart light control, automatic curtains and other products. There are no companies that have directly launched complete home application scenario solutions.
Cost and price are not close to the people compared to traditional products
Affected by the industry chain, smart home prices have been pushed up. Taking fully automatic curtains as an example, the quoted price on the market is between 2000 and 5000, which is more than ten times that of traditional curtains. The high price of smart homes mainly comes from two aspects, one is research and development costs, and the other is production costs.
In terms of technology research and development, smart home products include Internet of Things, communication protocols, big data, artificial intelligence and other emerging technologies, so high-tech research and development costs make product costs high.
Traditional home appliances are mostly produced in large quantities to reduce costs and increase profitability. However, because the smart home consumer market has not yet fully opened up, most smart home products are produced on a small scale and cannot achieve breakthroughs in production quantities. Therefore, production costs are lower than traditional The cost of a smart home is relatively high.
Installation and after-sales maintenance cannot keep up
Smart homes have relatively high requirements for early installation and later service.
Personalized customized solutions need to cooperate with a large number of on-site survey design and communication. There is a certain amount of technical content, and most users have limited information. Therefore, the problems of early installation often limit the choice of users.
The requirements for professionalism and response speed of after-sales service are also very high, and the construction of offline service system requires a lot of time, capital, manpower and material resources. Market survey data shows that 80% of integrated service providers have a team size of less than 20 people, and most companies are unable to meet user needs in the construction of after-sales service systems.
Data security issues
Smart home products are a kind of networked devices. In this era of the Internet of Everything, privacy and information security are key concerns for consumers. Take smart speakers as an example. Both Amazon and Google have reported data security issues. These devices can also store audio remotely when they receive user commands, and may collect user sensitive data. For users, they do not want their privacy to be exploited by others or even hackers. Therefore, in the process of weighing convenience and privacy protection, enterprises need to gain more trust from users.
Users do not pay
For domestic wage consumers, purchasing power has limited the speed at which smart homes can reach this audience. Divided by age range, post-80s and post-90s have higher acceptance of smart home products, but their economic strength is weak; and their parents after 60s and 70s have stronger economic strength but lower acceptance.
On the other hand, from the perspective of user contact channels, the data shows that 71% of consumers purchase smart home products through e-commerce channels, and only 12% of their sales share comes from exclusive experience stores. This has created certain limitations for consumers to truly understand and experience product functions.
In addition, due to the influence of China's real estate background, if real estate developers add smart homes to refined decoration facilities, they must uniformly purchase, install, and debug. Although the cost has decreased, users cannot choose product styles based on their own needs. , Function types, etc.
As an emerging field, smart home is in its infancy, both in terms of technology maturity and the cultivation of consumers and the market. Although product functions and solutions are being upgraded and improved step by step, there is still a long way to go before it can be popularized on a large scale. A long way to go.