On August 20, Xiaomi released its second quarter financial report for this year. Revenue in the second quarter was 51.951 billion yuan, a year-on-year increase of 14.8%. 能家居再次成为关注重点。 Among them, the revenue of the IoT and consumer products segment in the second quarter was 14.9 billion yuan, an increase of 44% year-on-year, becoming the fastest growing business, and Xiaomi's smart home once again became the focus of attention.
As one of the largest market segments for the consumer Internet of Things, smart homes contain a huge market size. 家居市场将以15％的年复合年增长率（CAGR）继续增长；预计到2023年智能家居出货量将增长至16亿台，成为物联网支出最高的领域。 The latest IDC report indicates that global smart home shipments will exceed 800 million units in 2019, and the global smart home market will continue to grow at a compound annual growth rate (CAGR) of 15% in the next few years; smart homes are expected to be out The volume of goods will increase to 1.6 billion units, becoming the highest spending area of the Internet of Things.
The combination of 5G and the Internet of Things has also brought new development opportunities to smart homes. At present, the smart home market is mainly applied in three major areas: video entertainment, home monitoring / security and smart speakers. Among them, smart speakers are widely regarded as the leader in this field, and home monitoring / security equipment will be the new breakthrough point in the future. .
There are many players in the smart home market. The main forces are:
Mobile phone manufacturers represented by Huawei, Xiaomi, Samsung, Apple, etc .;
Traditional electrical appliance manufacturers represented by Hisense, Gree, Haier, Midea, etc .;
Internet platform represented by BAT.
In addition, there are PC manufacturers represented by Lenovo and Intel; e-commerce platforms represented by JD.com, Suning, etc .; real estate developers represented by Evergrande, and startup companies that promote the concept of smart home are also stepping up to seize the air.
The smart home battlefield is full of smoke. Who can win the ticket to the Internet of Things?
Xiaomi and Huawei: the smart home ecological chain of mobile phone manufacturers
With the disappearance of smartphone dividends, the domestic mobile phone brand manufacturers with the highest sales volume have adopted smart homes as the second battlefield.
In 2016, Xiaomi launched a new smart home brand, "Mijia", which proposed to create "the first affordable smart home" for the public at a very competitive price. 家庭升级为“华为智选”，表示要“网罗”最受关注的智能产品。 In 2018, Huawei upgraded the smart home to "Huawei Smart Choice", saying that it would "seek" the most concerned smart products. By establishing a new brand, both companies hope to expand their borders and access more smart terminals to achieve coverage in the entire category market.
The establishment of a brand is only the first step, and the creation of an ecological chain is a key step in the Internet of Things.
Xiaomi has formed a more complete closed-loop experience by investing in external manufacturers. Xiaomi's latest financial report shows that as of June 30, 2019, the number of IoT devices (excluding smartphones and notebook computers) connected to the Xiaomi IoT platform reached 196 million units, a year-on-year increase of 69.5%. The number of users with five or more IoT products increased to 3 million, a year-on-year increase of 78.7%.
TV and home appliances became the highlights of the AIoT business. According to statistics, as of June 30, 2019, Xiaomi's TV shipments in the first half of 2019 ranked first in China's market share and top five in the world. In addition, Xiaomi's layout in the main appliances has also begun to show results. According to financial reports, in the first half of 2019, Xiaomi Mijia's air conditioner shipments exceeded 1 million units. At the same time, Xiaomi also released the Mijia Internet Cooker Set on June 11 and officially entered the field of kitchen appliances. In addition, the Redmi brand has also launched an ecological chain strategy, which has previously launched the washing machine category.
As a hub of the family, TV is a product category with strong interaction. Today's smart TVs can generally control AloT appliances, have voice, visual and even sensor interaction functions, and have the space to deepen the operation of Internet content and services. Alot entrance for business scramble. This is why Huawei released the smart screen.
On August 10, Huawei released the first smart screen product. Honorary President Zhao Ming said that traditional TV focuses more on home audio and video entertainment centers, and smart screens focus on the smart home as a whole, such as having a multi-screen interactive center, home control management center, and home information sharing center.
The difference between the ecosystem model of Huawei HiLink and Xiaomi is that Huawei HiLink rarely engages in the development and production of specific IoT products on the platform. In addition to routers and gateways, more products are introduced in cooperation with manufacturers outside the platform to open the connection agreement. It will not form a direct business competition relationship with many large and small home appliance companies and accessories companies. Through HiLink, Huawei has cooperated with dozens of well-known manufacturers such as Midea, Siemens, and Oaks. For example, Huawei's smart table lamps are manufactured by a manufacturer and added the HiLink function, which can be controlled by Huawei's AI speakers or mobile phone apps.
Under the Xiaomi model, hundreds of SMEs in the ecological chain have been supported to jointly create various consumer-grade IoT products that users need in their lives. It can be said that the ecological chain plan has made Xiaomi's IoT system large and comprehensive, harvesting the first wave of IoT consumer market dividends, and the number of nearly 200 million IoT devices is the most powerful evidence.
BAT: Platform user scramble for smart speaker connection
For an Internet giant such as BAT, naturally it will not miss this wave of dividends brought by 5G and the Internet of Things.
家居领域，BAT以智能音箱为落地产品争取流量入口：阿里推出天猫精灵等产品，内置中文人机交流系统AliGenie；百度先后发布了两款搭载自家DuerOS的智能音箱——小度在家和小度智能音箱，其中，小度在家是首款带屏的智能音箱；腾讯发布了旗下首款自研带屏的智能音箱腾讯叮当。 In the field of smart home , BAT strives for traffic entrance with smart speakers as landing products: Ali launches Tmall Genie and other products with built-in Chinese man-machine communication system AliGenie; Baidu has released two smart speakers equipped with its own DuerOS-Xiaodu at home and Xiaodu smart speakers, of which Xiaodu is the first smart speaker with a screen at home; Tencent released its first self-developed smart speaker with a screen Tencent Dingdong.
When Ali announced his full-scale entry into the Internet of Things field in March 2018, he positioned himself as the builder of the Internet of Things infrastructure and planned to connect 10 billion devices in the next five years. This 10 billion smart devices will cover products of multiple brands and categories, and use the integration of Ali's own AI, big data, voice and other technical capabilities, as well as the introduction of music, cloud recipes, maps and other service resources to support developers to quickly Build your own application system and build an open platform for smart living.
Through the Ali Smart APP and Tmall Genie, you can control intelligent hardware. Currently, it supports many home appliances such as Philips, Midea, Haier, Galanz, Hisense, Zhigao, Konka, TCL, and Fangtai. Under the intelligent networking open connection protocol IoTConnect, smart devices can more easily connect, automatically network, and automatically adapt and support Tmall Genie's voice control.
Baidu's "software and hardware integration ecology" in the smart home field is mainly reflected in the use of DuerOS to empower partners to jointly build a smart home ecosystem.
能操作系统，有数据显示，截至2019年6月，搭载小度助手的智能设备激活数量已经达到4亿，6月小度的月交互次数也达到了36亿。 Xiaodu Assistant is a conversational artificial intelligence operating system developed by Baidu. According to data, as of June 2019, the number of activated smart devices equipped with Xiaodu Assistant has reached 400 million, and the number of monthly interactions in June has also reached 3.6 billion. In the second quarter, with a shipment of 4.7 million units, Xiaodu Smart Speaker won the Chinese market championship again, ranking third in the world.
(Data source: Strategy Analytics "Global Smart Speaker Market Report for the Second Quarter of 2019")
In addition to its own intelligent products, in recent years, Baidu has also cooperated with leading companies in various fields such as Haier, Midea, Skyworth OV, HTC, Lenovo, Dongfeng, CITIC Guoan Guangshi and other fields. The intelligent voice ecology is applied to multiple scenarios such as smart home, smart wearable, in-vehicle, mobile communication, etc., allowing users to realize the "live without hands" smart life experience in an interactive way of natural language dialogue. At present, Xiaodu has controlled more than 70 million smart home devices of more than 85 brands, gradually becoming the home control center.
Tencent's smart speaker started late and currently has less market share than Ali and Baidu. However, Tencent's advantage is that it has the most active social platform in the country. Smart speakers can connect massive amounts of content, applications and services through voice interaction.
In order to gain a higher competitive advantage, at the end of last year, Tencent has signed a joint agreement with Wanjiaan Group to jointly create a series of smart home products. In the next 1-3 years, it will continue to launch smart speakers, smart door locks, smart cameras, etc. Dozens of intelligent series products, involving brands including Tencent Cloud, Tencent Cloud Xiaowei, Wanjiaan, worth watching, etc., marketing will adopt a dual-entry and dual-brand strategy.
In general, for the Internet giant such as BAT, it may be that the hardware industry and services of smart home are not very important, and it is the king to firmly grasp the traffic entrance. Whether it is online advertising or e-commerce diversion, for them, the essence is a business that realizes traffic.
Haier and Midea: CFC (Customer-Factory-User) Model Custom Smart Home
The home appliance giants who have been cultivating the family scene for many years are also actively seeking change.
Midea's smart home strategy is mainly reflected in the launch of the connected appliance brand "Bugu BUGU" and the AI technology appliance brand COLMO.
"Bugu BUGU" as an Internet brand, its business model is to stop users from passively accepting products. Through the co-creation platform "Bugu Institute", users are allowed to participate in the full range of products from concept creation, industrial design, development and design to internal and public beta. Process to build an IoT product portfolio driven by three major scenes: "kitchen, living, bathroom" and two professional scenes, "air and water".
智能技术应用于衣物识别，可自动识色、辨型、判体积；在煮饭机器人产品上，微穿孔降噪和食物识别技术的综合应用，帮助用户实现健康储米、智眸识米、精准量米。 In terms of AI series, Midola ’s Colmo brand launched the first products. On the Colmo Blanc washing machine products, artificial intelligence technology is applied to clothing recognition, which can automatically identify color, shape, and volume; on the cooking robot products, The comprehensive application of micro-perforated noise reduction and food recognition technology helps users achieve healthy rice storage, smart eye recognition, and accurate rice measurement.
In addition, Midea is actively seeking cooperation. Not long ago, Midea's Cuckoo announced cooperation with Huawei Glory. According to Cuckoo, Cuckoo's products will be fully connected to HiLink. In the future, Cuckoo's full range of products may also be settled in Honor's own selection, and even sold in Honor's offline stores. The cooperation between the two parties is not limited to the sales channel, but also in the entire scene ecology. From HiLink's bottom-level development, product planning and customization, scenario application planning and development, to channel co-construction, marketing model and business model innovation, there will be cooperation. .
家电领域的持续发力，另一老牌家电企业海尔，布局得更早一些，早在2006年便以U－Home布局智能家居。 Compared with Midea ’s recent continuous development in the field of smart home appliances , Haier, another old-fashioned home appliance company, has been deployed earlier, and as early as 2006, it deployed smart homes with U-Home.
In June of this year, "Qingdao Haier" was renamed as "Haier Smart Home" and expressed its determination to fully enter the field of smart home. Li Huagang, Vice President of Haier Group and Chief Marketing Officer of China, stated that "Haier's goal is to provide a smart home solution for users, so Haier Zhijia is a strategic deployment to adapt to changes in the environment. "
In addition to creating high-end smart home appliance brands such as Casa Di, today, the renamed "Haier Smart Home" has further presented its "blueprint" for smart homes that it has built over the years-with its own smart life cloud platform U + and its industry Haier CloudCore, the first IoT smart home chip, UHomeOS, the only IoT operating system for smart homes, Xiaoyou, an AI assistant for smart homes, and "U + Cloud Brain", the strongest brain of smart homes. In addition, Haier also precipitated a large-scale customization platform COSMOPlat, a community interaction platform, and created industrial ecosystems such as food networking, clothing networking, and air ecology. These platforms and ecological strength are significant, and it will obviously be Haier wisdom An important driving force for family development.
It is true that every traditional home appliance manufacturer hopes to build a smart home system and platform based on itself. In terms of product technology and channels, these manufacturers have irreplaceable advantages; however, in terms of software, Internet and other services related to user experience and experience in building open platforms, the disadvantages are also obvious. Therefore, traditional home appliance manufacturers build their own ecology through cooperation with Internet companies.
“带着镣铐跳舞” Many difficulties, smart home "dancing with shackles"
Although there are many smart home players, smart home products are fully blooming in the market, and competition is fierce, but behind the prosperity, there are also a lot of problems, which plague the long-term development of the industry.
It is mainly reflected in the following aspects:
Smart home is not smart enough
"At present, there are not many daily use scenarios, and they are very independent. The linkage between products is relatively weak. Switching lights, pulling and closing curtains, controlling sweeping robots, listening to songs ... that's all." There is a comment on senior rice fans .
家居产品距离真正的“智能”还有一定的距离。 Some people in the industry believe that the current smart home products are still far from the real "smart". The function of many products is actually control, but the way of control has changed from the original remote control to a mobile phone and APP to voice control, which is far from the real intelligence. At present, there are still many difficulties in technology, such as the semantic and emotional understanding of gesture interaction, gesture interaction, and active product interaction with users.
To experience the complete smart home experience, intelligent control with voice interaction as the core is not enough at this stage. In the future, one look and one action may affect the state of the smart home. How to let smart home products actively communicate with users and how to generate natural interactions similar to people is still a problem in the smart home industry.
Different standards, different standards
Different standards may be the biggest problem that hinders the rapid development of intelligent home appliances.
Gu Dawei, the Secretary General of the Xiaomi Group Technology Committee, said in an interview earlier that "the biggest difficulty in realizing the true intelligence of the family is standardization, because in the early stage of development, it is necessary to unite the upstream and downstream forces of various industries to advance the progress of this matter. It ’s not a matter of how to reach agreement quickly. "
At present, there is no unified communication protocol for smart hardware, different cloud platforms have different communication protocols, no unified access standard, brand interconnection cannot be achieved, and there is an “island phenomenon”. For example, Xiaomi, even if it is not fully open to Haier, Hisense and other friendly brand products, after all, Haier and Hisense are also making their own open platforms, and Xiaomi's ecological chain also has refrigerators and washing machines.
The importance of harmonized standards is self-evident. The reason why 5G is so fast is the establishment of the 3GPP standard, and the inconsistency of smart home standards hinders the healthy and rapid development of the industry. On the one hand, smart homes are in the early stages of industrial development. Each smart home company pays more attention to the market share and core leadership of smart single products. They all want to formulate their own technical standards, access their own IoT platforms, and let others follow their own standards. This leads to poor product compatibility and lack of standards for data sharing and interconnection. On the other hand, from the perspective of information transmission, smart home products mostly use wireless communication technologies. However, there are many types of wireless transmission technologies and different protocols. However, the transmission technologies cannot be compatible with each other, so that smart products can only form smart orphans, and it is difficult to achieve data interaction and service interaction.
Although there are attempts by many well-known manufacturers such as OPPO, vivo, and TCL to build an IoT open ecological alliance, their role in the entire large market environment is limited, and standards still need to be further unified and standardized by the industry.
Information leakage, security risks
The huge market profit of smart home has attracted a large amount of capital investment, catalyzed the development of the entire industry, and brought security concerns.
According to a recent Wall Street Journal report, more and more home devices are connected to the Internet, which not only brings convenience and comfort to people, but also brings the risk of hacking, which may cause financial loss and even physical harm to consumers. .
At present, most smart homes are only connected through WIFI, and there is no built-in firewall function. This means that as long as a hacker breaches the security system of WIFI, he can invade the entire smart home network from it. Ordinary users will never find that their equipment is contaminated and still in normal use. The attackers have already seen the user's personal data and even privacy clearly.
Summary: The application of 5G has taken us one step closer to the era of the Internet of Everything. The technological change and integration of IoT + AI + 5G is triggering a profound industry-wide change. 家居市场规模将达793亿美元。 Data from Statista show that the global smart home market will reach $ 79.3 billion in 2021. 行业破局的一年。 Faced with such explosive power, there is no doubt that 2019 will be a year for the smart home industry to break. However, in order to truly promote the smart family to enter tens of millions of homes, companies must solve the three major problems currently facing them.
物联网世界 Source: IoT World