The Internet of Things is an important part of the new generation of information technology and the key direction of the new round of industrial revolution. It forms a future information interaction system with cloud computing, big data and artificial intelligence. In recent years, with the increasing demand for IoT applications and the development and development of a new consumer ecology, the smart home industry has risen rapidly.
Four links run through the upper, middle and lower reaches of the industrial chain
The smart home industry chain is divided into four main links: smart perception, network transmission, operation platform and application services.
Smart perception is located upstream of the smart home industry chain, and is the basic link for sensing the environment and data collection. Intelligent sensing corresponds to various advanced components and intermediate devices. Its main hardware includes chips, sensors, display devices, PCBs, capacitors, modules, and intelligent controllers. Among them, the chip is the core link of the intelligent sensing layer. Reflects the characteristics of the smart home industry technology route and product performance. At present, domestic smart home chips are mainly occupied by foreign brands. For example, Marvell provides a full range of smart home chip solutions, including Wi-Fi microcontroller IoT platforms and home interconnect G.hn chipsets. Other mainstream chip manufacturers such as STMicroelectronics, Infineon, Intel, Arm, MTK, Qualcomm, TI, NXP, Huawei Hisilicon, etc. have also launched corresponding smart home chip solutions.
Network transmission is located upstream of the smart home industry chain, and is the basic link for information exchange and interconnection. There are many types of product categories and technology paths involved in the network transmission layer. At present, they can be roughly divided into three categories: bus technology, wireless technology, and power carrier technology. Bus technology is the earliest technology to be applied in smart homes. Its main feature is that all equipment communication and control are concentrated on one bus. It is a fully distributed intelligent control network technology. Each product module has two-way communication capabilities and interoperability. Its control parts are all programmable. Wireless technology is mainly aimed at the shortcomings of bus technology that require wiring. Smart home solutions that use wireless communication technologies such as Wi-Fi and Bluetooth to achieve information transmission. Power carrier technology belongs to the bus technology in a broad sense, but it is not characterized by the need for separate wiring. By adding modems at both ends of the power line and using AC power as the carrier, it makes full use of the existing power grid for signal transmission and control.
The operation platform is located in the middle of the smart home industry chain, and is the basic link of smart home data analysis, processing, response and management.
Application services are located in the downstream of the smart home industry chain, and are the industrial value application links that achieve home system integration and generate corresponding services. At present, there are many types of operation platforms involving smart homes, which can be roughly divided into cloud service platforms, communication service platforms, and smart home device management platforms. Among them, cloud service platforms have a core position among the public platforms.
The global smart home industry is concentrated in North America and Eurasia
From the perspective of the global market structure, in 2018, the top five countries in the global smart home industry market were the United States, China, Japan, Germany and the United Kingdom. Among them, the US smart home market size was 18.87 billion US dollars, accounting for 49.5%; followed by China, the market size was 6.532 billion US dollars, accounting for 17.1%; and Japan, Germany and the United Kingdom accounted for less than 10%. In addition, other participating countries include South Korea, India, Australia, Brazil and Russia.
From the perspective of the global smart home segment product application structure, in 2018, smart appliances, home security and intelligent control performed well, ranking among the top three in segmented applications. Among them, the smart home appliance market size was US $ 10.177 billion, accounting for 26.7%; followed by home security and intelligent control, the market share was 21% and 17.6%, respectively.
The smart home industry is racing to open globally, mainly in North America and Eurasia. From the perspective of global regional layout, as of 2018, there were 1,084 smart home companies worldwide, mainly distributed in the United States, China, the United Kingdom, Japan, India, Germany, South Korea, Brazil, Australia and Russia. Among them, there are 628 in the United States, 103 in China, 88 in the United Kingdom, 52 in Japan, 51 in India, 46 in Germany, 38 in South Korea, 33 in Brazil, 24 in Australia and 21 in Russia.
Three major trends in smart home development
In the wave of consumer demand, smart homes will develop from "smart general" to "custom services." Under the revolutionary system of technology-led consumption, Internet-based smart single products will be difficult to meet consumers' needs for intelligent, refined and personalized consumption. Consumers pay more attention to functions such as quality, matching of usage habits, and personalized needs. Smart products that can provide a good user experience and create value for consumers will be widely recognized by consumers, and the product + service model will become increasingly active. Accurately targeting the needs of users, digging into product quality, technological content, user matching and personalized services is the core competitiveness of smart home companies, and it is also the overall development trend of the smart home industry in the future.
In the coexistence of competition and integration, smart homes will develop from "technical diversity" to "unified standards." Technology is currently the core driving force for the transformation of the smart home industry. At present, there are many types of communication and control technologies involved in smart homes, covering a wide range of products and systems. The corresponding industry supervision and management departments are relatively scattered, and a unified and mandatory smart home technology standard system has not been formed. Household products are isolated from each other, have poor compatibility, fierce corporate competition, and user monopolies are more obvious. However, under the trend of data interaction and convergence of different standards under different types of technologies and similar technologies, the multi-technology co-existing single product market will develop towards a service market with unified technical standards, thereby jointly promoting the development and growth of the smart home industry.
In the data-centric ecosystem, smart homes will evolve from "hardware grabbing" to "platform battles." The application of big data technology makes it possible for smart homes to develop with data empowerment. Under the new competitive ecology with data as the core resource, enterprises with the smart home platform as the core have huge market prospects and the first-mover advantage to seize the ecological chain. Once entering the market power stage, these enterprises will get enough user numbers, experience data, customized services, and user stickiness. The higher barriers on the platform based on their platform ecological chain will make it impossible for latecomers to enter, copy and surpass. In the future, driven by technologies such as big data and cloud computing, the competition for smart home platforms will be the key for enterprises to obtain core competition rights.
Break through industrial difficulties to meet user needs
The chip and sensor autonomy rate needs to be improved. In the process of accelerating the development of the smart home industry, computer technology is the core, and sensitive devices and optoelectronic technologies are the key and focus. In the upstream perception layer of the smart home industry chain, China's chip and sensor companies have weak competitiveness. The market share of smart home chips is less than 5%, and 70% of sensors are monopolized by foreign companies. China's weak technology in key components such as chips and sensors makes the development of China's smart home industry still subject to greater constraints at the perception level. If we want to get rid of the situation that the upstream core components of China's smart home industry are controlled by people as soon as possible, we must rely on the promotion and support of government policies to select seed companies among China's chip and sensor companies, provide funding and talent protection, increase research and development efforts, and overcome technical difficulties In order to fundamentally solve the problems of small scale, weak R & D capabilities, and poor profitability of chip and sensor companies in China, we should avoid a situation in which foreign-funded companies are dominant.
Smart home industry standards have not been unified, and service integration is not mature enough. Smart home is the smallest unit of the Internet of Things ecosystem. Various intelligent products and devices can realize their commercial value only by achieving data interaction, integration and interconnection, and provide consumers with high-quality services. At present, on the one hand, smart homes are in the early stages of industrial development, and smart home companies are paying more attention to the market share and core leadership of smart single products, and more to implement their own technical standards, poor product compatibility, data sharing and Interoperability standards are missing. On the other hand, from the perspective of information transmission, smart home products mostly use wireless communication technology. However, currently there are many types of wireless transmission technologies, different protocols, and incompatible between the transmission technologies. As a result, smart products can only form smart orphans. It is difficult to achieve data interaction and service interaction. In order to solve the above-mentioned problems, it is necessary to accelerate the development of smart home industry standards, allow data exchange, reduce compatibility barriers between communication protocols, and implement integrated service functions.
Personalized service functions are missing, and a user-centric interconnection system has not yet been established. The essence of the birth of the smart home industry is to meet the diversified needs of consumers in the home scene. The core is to respond to the efficient, refined and personalized needs of home consumers in multiple scenes through multiple technologies. The center conducts in-depth collaboration and integrates the industrial value chain of the family interconnection system to provide overall services. From this perspective, smart home products currently do not have personalized service functions. For this reason, smart home companies must adjust their marketing strategies from a "product-oriented" development strategy to a "service-oriented" development goal; they must establish a user experience database and understand the consumer behavior of households through a large amount of data analysis Model to personalize product design around product experience issues to meet user needs.
Source: China Industrial Economic Information Network