China's smart home market data analysis market is uncertain but has great potential

The concept of smart home has existed in the market for a long time. At this stage, the cognition and concept of smart home by users and enterprises are in the process of forming and deepening. Relevant home industry experts are also optimistic about the future development of smart homes, and predict that the smart home market in 2017 may usher in the next big outbreak. The smart home market has great potential, so what is its current market situation and future trends?

China smart home market data analysis

The report shows that the middle class in China has reached 109 million and the average income is more than 300,000. As the main consumer group in the smart home market, the huge middle class base determines the unlimited potential of the smart home market. In addition, product sales are only one-off, but the larger and more sustainable market earnings are lurking after sales: by then, the products will become the entrance, bringing a series of services to users, the company will benefit from it, and the smart home market will be immeasurable. .

According to statistics, China's smart home market in 2015 was 43.1 billion yuan, up 41.80% year-on-year; in 2016, it was 66 billion yuan, up 53.10% year-on-year; the total market size in 2017 is estimated to be 98.8 billion yuan, up 49.60% year-on-year. From the data point of view, in terms of scale and growth rate, China's smart home market development is ahead of the global market.

From the perspective of the domestic market, smart home enterprises are mainly divided into three categories: one is a traditional home enterprise represented by Haier, Midea, Changhong, TCL, and Gree; the other is including Xiaomi, Jingdong, Tencent, Baidu, and Ali. Internet technology companies; the other is e-commerce platforms (such as Jingdong, Tmall, etc.) and Ou Ruibo, Anjubao (300155) and other smart home brands. All three types of enterprises are experiencing various storms. For example, the application scenes of Mijia are limited, and the number of smart home products is too small. The “one-button control” of the United States becomes a blank check, and the business is not satisfactory; Jingdong Weilian is in a difficult position, technical solutions. Standards are not always disputed. Of course, this is only a temporary difficulty to be solved, and the wonderful curtain is still unveiled.

Smart home "hard"

Unclear concept

According to the "Smart Home System Product Classification Guide", smart home system products are divided into 20 categories: electrical control system, home background music, home theater system, video surveillance, burglar alarm, electric lock access control, etc. Not to mention the details. This leads to the impression of smart homes in consumers' minds: chaotic classification, complex abstraction, ambiguity, and difficulty in perception; in addition, various so-called smart products on the market are also full of consumers, and consumers can be described as a loss.

Lack of user experience

At present, smart products lack an offline experience, which leads to consumers' confusion, unclear perception, and lack of experience, which cannot form a purchase demand. In addition, the inability to set up a key also affects the functional experience: true intelligence should automatically perceive or predict the user's usage needs and habits, and actively adjust its own running logic, parameters, etc. to adapt to the user; however, most home systems on the market often need to be carried out. Product selection, program design, construction and installation, etc., do not meet the "purchase, use, share" experience logic.

expensive

The price of smart home products on the market is so high that many consumers are discouraged, which also leads to the rapid popularity of smart homes. For example, install a smart home system (including door magnetic security switch, intelligent lighting system, living room curtain control, air conditioning control, home theater system, etc.) for a new house of about 120 square meters. The total price is nearly 40,000 yuan (including no auxiliary materials). And construction costs). If it is not a local tyrant or a fan, this price is enough to make the ordinary people discouraged.

The smart home market is uncertain, but the potential is great

Subject to the fact that the price of smart home is not enough to be close to the people, the scene is scattered, the function experience is vague, the pseudo-intelligence is rampant, and so on, the consumer's desire to purchase has not yet been ignited, and the smart home industry is still in a state of chaos, chaos and disorder. However, it is undeniable that the smart home industry is starting from many scenes and gradually changing people's traditional home habits.

Although the concept of “smart home” has been heated up, there are only a handful of companies that can truly “smart”. With the continuous development of technology, smart homes must be the general trend of home, but today it is still stuck, the smart home market is still unclear. Smart homes have been developing in China for nearly a decade, and overall, they are still in their infancy. Although smart homes have a huge market, they are still slow to develop because they do not have complete industry standards and do not really cut into user demand. Smart home products are different from traditional home power distribution and weak electricity. In home design, integration, and construction, the unified standards that truly integrate the interests of smart homes are uncertain, and the user value is not clear. There is no real company from customers. Complete requirements to plan. Intelligentization should be holistic, and it needs to be done in a small and small way. Point-like innovations often cannot last.

Despite the outstanding problems, there is still a huge market for smart homes. According to international experts' prediction, the global average annual market in this field is about 50 billion US dollars. The domestic market currently has nearly 1 billion US dollars per year, mainly concentrated in provincial capital cities and developed large and medium-sized cities in the eastern region. Industry analysts said that China is expected to become the key to the growth of the global smart home market. The reasons are as follows: On the one hand, China's economy continues to grow, household income levels are rising rapidly, and the potential consumption power of smart homes is huge; on the other hand, China is the world's largest Internet market, which can help smart home enterprises open the market.

Under the favorable environment of industrial development, domestic smart home equipment manufacturing enterprises should return to polishing single products, do products in a down-to-earth manner, and abandon the theory of big and virtual. In addition, related companies should provide proactive services, do not do one-time trading, and the conceptual change is the key to the progress of smart home. For companies involved in this field, under the broad market prospects, enterprises need to seize opportunities and seek more long-term development.

Conclusion: Overall, the smart home is not declining, but there is still a long way to go before it really breaks out. With the gradual improvement of the smart home industry and the consolidation of the industry chain, smart homes may be experiencing a massive outbreak. At present, what companies need to do is to constantly adjust their strategies, launch smart home products in the right market, form their own unique product styles, and enhance the user experience to win the hearts of consumers.

Editor in charge: Zhu Xi

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