Large-scale platform disputes make smart homes stalemate

[Upstream and downstream of China's instrumentation network industry] The smart home industry has always been circulated that "smart homes have not yet formed a just-needed," "circle of hot circles outside the ring," and "falling before the dawn", is the status quo in the industry really the case? ?

Why is smart home still tepid?

The market is mainly based on the traditional smart home overall plan of the central control system, focusing on four major areas: lighting, electric curtains, home security systems, background music, like this set of systems through integrators, dealers to provide consumers . Although this stage of the product is cheaper than the "Gates" system, for the average consumer, the price is still high, and rely heavily on system integrators.

At that time, if you want to experience smart home, you must enter the decoration process, install and debug professional technicians, and be responsible for post-maintenance, upgrades, and services. If any fault occurs during the use of the product, or if the user wishes to change the usage scenario, special personnel are required to go back and reprogram. The cost of human use of smart home products is very high, leading to high market prices. At the same time, smart phones have not yet been popularized. Immature products can only bring about a somewhat rough user experience.

Explored on this road for more than ten years, smart home is still in its infancy, until January 2014, the American start-up company Nest Lab was bought by Google for a price of 3.2 billion U.S. dollars due to a smart thermostat single product, causing widespread concern. The United States smart home company Control4 focus on home automation technology, the main product for the home smart control system, as early as August 2013 also listed on the NASDAQ, the market value is less than one-fifth of the Nest Lab. Of course, Google’s intention is not to sell a huge amount of products, but to form an ecosystem through a single product, and then form an open platform and standards similar to Android.

With the development of technology, the increasingly mature industrial chain, huge market capacity, and the upgrading of the consumption structure, a large number of venture capitalists and entrepreneurs are pouring into the smart home sector, while end consumers are not paying for it. In the industry, there is a saying that “smart homes have not yet emerged”, “outside the circle of hot circles” and “falling before the dawn”. The real reason lies in the low cost performance of products and the high cost of learning for users. The dislocation of product features and user needs makes it difficult for users to accept the expensive renovation package. It does not believe that smart home products will bring intuitive quality improvements to life. Most of the early attempts of users were basically out of curiosity and freshness, but ultimately they were abandoned due to the complicated operation and lack of stickiness of the products.

Looking back at the long history of growth and development, we can easily find out why smart homes are still tepid.

How to break the current impasse in the smart home industry?

As for how to break the current stalemate in the smart home market, the benevolent sees it, and the wise sees wisdom. I'll talk about the superficial views from the development process and strategic thinking of Broad Link.

Point One: The low cost of market education and the low cost of the education market make it easier for consumers to try and accept. Therefore, we have chosen a very small smart single product - the Wi-Fi outlet cuts in, and realized a simple and intelligent inventory of appliances. It also makes smart homes move from system to single product.

The Wi-Fi socket upgrades traditional timers: traditional timer settings are troublesome, and precise settings cannot be made, and Wi-Fi sockets can be accurate to the second; conventional timers cannot perform multiple sets of tasks, and Wi-Fi sockets can complete Multiple sets of scheduled tasks; traditional timers must be set once they are set up, and Wi-Fi sockets can remotely add or cancel scheduled tasks at any time depending on the needs of the environment and people.

Insert the smart socket into a separate socket, and then insert the electric water heater, humidifier or purifier into the device, and then use the mobile phone to remotely control the electrical appliances to help the user cook the soup regularly, turn on and off the water heater periodically, purify the air cycle, and so on. .

By stimulating consumers with truly useful products and minimizing the purchase cost of early adopters, users will naturally like and accept after the initial experience. At the same time, they will extend their attention to new products or related products, and gradually add other smart devices. Feelingless.

The second point of view: Smart home appliances use higher-frequency and more user-friendly smart hardware In recent years, smart hardware products have grown explosively, and the smart hardware market has become hot, but for users, smart electric curtains and lights are just “ "To be nice to have" instead of "must to have", the real need is to make the things used in high frequency in life become smarter. It goes without saying that household appliances are objects that people will come into contact with everyday. Therefore, smart appliances have more prevailing advantages than other smart hardware.

Take the "brain" intelligent electric cooker as an example, its electronic control logic can be changed at any time, real-time updates, such as stewing pig trotters and ribs soup required different time, it will automatically follow the most suitable for a variety of dishes Cooking style, make the most delicious food.

The same is true for smart ovens. All the flipping, temperature, and baking will be performed automatically according to established procedures. Users can download internet menus at any time and it's easier to go down the kitchen. In addition, if parents do not learn to operate, children can use mobile phones to help control in different places.

Point three: Modular intelligence can expand indefinitely Traditional smart homes are mainly lighting, electric curtains, home security systems, background music, etc. Afterwards, there is a large wave of smart appliances. At the same time, major platform companies are also building their own ecology, but whether it is household appliances Or the platform, they did not really realize interoperability.

One of the things we do is to hope that the devices and appliances within the ecosystem can be interconnected, freely combined, and infinitely expanded to meet the individual needs of different industries and users. Users can use any smart single product, package or even home appliance as a starting point for enjoying smart home, such as starting from small outlets, Galanz microwave ovens or Oaks air conditioners, and experiencing the changes that smart brings to life. At the same time, it is also possible to combine single items into personalized customized solutions, for example, into real estate, hotels, conference rooms and other solutions.

Different brands and products of different categories can also be controlled by the same super APP. All intelligent products can be interconnected, conditionally linked, and data shared.

Point four: The introduction of artificial intelligence will eventually detonate the smart home market. The smart home will be divided into three steps: The first step is to complete the networking control of the home appliances and the products can be interconnected; the second step is to join sensors and form linkages with home appliances. Through the sensor, home appliances, lights, curtains, etc., are automatically sensed and operated to achieve home automation. In the third step, the introduction of artificial intelligence will trigger the smart home market.

In the future, artificial intelligence will be widely used in the field of smart homes to bring more natural human-computer interactions. Just like greeting ordinary people, machines can understand and perform what you want to do, such as: , Now let them move on the line. The machine ultimately serves humanity. When it can understand your heart, it truly realizes intelligence.

For example, fool-like speech semantic interaction and remote telephony technology can realize long-distance speech recognition and control. Amazon Echo and JD Smart Speakers are all excellent voice control devices. They can quickly recognize voice commands and respond immediately. They can be used as real smart home interaction portals. Users can use the full range of voice applications through the APP. Control all types of smart appliances.

In addition, the deep mining of big data allows the machine to have a clever brain. The home appliance will automatically think and provide the most intimate and perfect service according to the user's lifestyle. There is no need to send instructions, everything is arranged properly and will bring to consumers. Comprehensively improve the quality of life.

The disputes between the smart home major platforms and standards Regarding the standard dispute of smart homes, there is no doubt that overseas will still dominate the market with iOS and Android operating systems. In China, because of the national security involved, there are bound to be autonomous standards.

In 2014, Apple released the Smart Home Platform Home Kit, which includes smart home universal protocols, secure pairings, and Siri control interfaces. Home kit builds a reasonable structure on the mobile operating system that can be paired with a certified smart home product. Users can control the smart device directly through the application software on the iPhone, iPad, and Apple Watch or Siri Voice.

Apple developed standards through the Home Kit platform, opening up the API (application programming interface) and the bottom part of the system. Home Kit mainly opens two application interfaces. One is the Wi-Fi configuration interface. After the underlying protocol is opened, Wi-Fi settings will automatically discover, identify new devices, select networks and connect, and users do not need to do anything, even without inputting Wi. -Fi password, the device can easily and easily connect to the Internet; the other is the Siri interface responsible for voice control.

Home Kit is still in the test stage: the first stage will be the first product access, and the second stage will be the interaction of various manufacturers' smart home devices at the iOS level. This will enable cross-brand and cross-category interoperability without the need of manufacturers. Direct docking. The platform has left tremendous opportunities and room for development for intelligent hardware developers and third-party developers.

Currently, the Home Kit must be implemented through Apple TV when performing remote control, and the Home Kit may use a workaround when the Chinese market is unavailable.

At this year's Google I/O Developer Conference, Google announced the IOT (Internet of Things) Strategy Weave Agreement. In the field of smart phones, Google has successfully built a mobile ecological environment that accounts for 80% of the market with Android, and now also hopes to build its own kingdom in the field of the Internet of Things. Google is trying to establish an open source standard that will be better integrated with the Android system. Android phones will be able to easily discover devices and achieve interoperability between devices.

After the acquisition of Nest in 2014, Google launched the "Works with Nest" program, trying to create a smart home platform centered on Nest, and then promote the standard. But whether Apple or Google, currently access is a number of star single product, such as Dropcam camera, Pebble smart watch, August smart door locks, Jawbone smart bracelet and other smart single product, its experience is still in its infancy. This is similar to the situation in China. Smart products are just the world of technology enthusiasts, and there is still a huge gap between them and the general public.

From the global perspective, the development of China's Internet of Things is basically in the same starting line as Western developed countries, and even in the field of smart home appliances has absolute leading advantages, including chip applications, cloud technology and so on. With the stimulation of Chinese Internet companies such as Xiaomi, China’s home appliance industry has a stronger urgency than its overseas counterparts, and home appliances networking and smart home solutions have substantially surpassed the United States.

There are generally several categories of companies that have entered the domestic energy sector and have strategic plans for the domestic market:

E-commerce industry, such as: Jingdong, Ali;

Internet companies such as: Tencent, Baidu, 360, LeTV, etc.;

Home appliance giants such as: Midea, Gree, Haier, TCL, Galanz, etc.

Mobile platforms, such as: Huawei, Lenovo, Meizu, ZTE, Coolpad, etc.

We all hope to quickly establish a smart home platform and an open and interconnected open ecosystem, to seize the entrance of intelligent control, and to serve as a one-stop smart life service, with a view to forming a scale advantage in the smart era. Talking about smart homes, naturally, cross-border companies such as Xiaomi and Xiaomi, which combine the attributes of mobile phones, the Internet, and e-commerce, need to be discussed separately.

A company cannot do everything well

The cross-border company represented by Xiaomi, the most independent company, is a mobile phone company. It is also an Internet, e-commerce, and intelligent hardware company. Millet mainly expands in two ways in the field of smart homes. On the one hand, it seeks in-depth cooperation in capital and technology with such “traditional” home appliance manufacturers as the United States; on the other hand, it directly invests in and incubates entrepreneurial enterprises on the Xiaomi ecological chain. Rich product categories, such as the millet smart scales, millet air purifiers, security suits, sockets, lights, and recently launched millet water purifiers. According to Lei Jun’s words, 100 smart hardware companies will be invested in the next five years, and the millet model can be fully replicated.

Xiaomi has been involved in many fields, transcending the traditional industry's operating rules in a cross-border model. Lei Jun has a venomous vision and is very precise about the direction and trend. It is worth learning and respect. He led Xiaomi to create a new business model in the era of the times.

Unfortunately, Lei Jun's vision is far-reaching, but the pattern is not far-reaching. As a successful angel investor, Lei Jun has used investors' thinking to be fully implemented. Xiaomi has successively invested in a large number of start-up companies in the Internet segment, leveraging its own brand, traffic, and fan resource advantages to realise the existing traffic. Small companies are rapidly transforming into high-valuation companies, such as mobile power and millet bracelets. Use this model to operate. With a very low cost to invest in the potential of small-capital stock companies, accounting for a lot of shares, rapid expansion of capital through the millet platform.

However, every investment in a company to make a product, it hurts the industry's "friends", such as air purifiers, the entire home appliance industry offended, but also offended the Bulls, Hongyan these traditional companies. Lei Jun had publicly expressed his understanding of the extreme. He believed that the ultimate is to achieve the limits of his ability, drive himself crazy, and force others to die. In areas such as smart phones and smart hardware, Xiaomi will use the entire industry as a competitor to try to beat his opponents at low prices.

The difference is that with smart phones, smart home, smart single product is not just a product, but also involves a wide range of ecological chain, in this field with the millet phone play does not apply. It is impossible for a company to do everything well. Opening up is the way out. Unfortunately, Lei always miscalculated the strategy of creating the "millet empire," and his living space has become narrower and narrower.

All Apple's layout is to create an optimal user experience and make users more sticky. It has an open and closed ecosystem. It is a closed-loop user experience, and the ecosystem is a completely open and shared model. It embraces all types of manufacturers and forms a win-win situation for cooperation.

If Xiaomi didn’t stick to immediate interests, the mentality was more open and inclusive, and like Apple’s focus on the ultimate in mobile phones, platforms, fan operations, user UI, etc., relying on a strong base of fan users, rich sales channels, will inevitably attract the industry’s most Excellent product cooperation. And through open cooperation with various brands of companies, opening up Xiaomi Mall to achieve a win-win situation, there will be opportunities to become the real leading enterprise in the field of intelligent hardware and smart home, becoming the BAT of the Internet of Things era, but unfortunately Xiaomi has missed such an opportunity. .

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