Smart homes are getting worse and smarter. Where are the smart home selling points?

Regarding what is smart home appliances, there is no clear definition of relevant aspects. Nowadays, smart home appliances that are generally considered in the industry are basically equipped with WiFi, which can be connected with mobile terminals such as mobile phones. Consumers can Remotely operated products.

Compared with black electricity, the intelligentization process of white electricity is slow, and all enterprises are enthusiastic. Recently, Haier's commander released a new smart washing machine. It is understood that the product can achieve precise water level control through intelligent driving and intelligent weighing. At the same time, it supports users to control through the “new life” mobile APP, and has “single man” and “single body”. There are four exclusive care scenes for Ms., Two Worlds and Parents. The user can complete the laundry on the mobile phone.

In addition, in early June, Meiling Electric released the second generation of CHIQ new products, with the world's first intelligent cold distribution technology and ETC intelligent identification technology, breaking the original refrigeration and freezing of the refrigerator, the air conditioning temperature is adjusted with different foods, with automatic identification. Ingredients, automatic temperature adjustment on demand, automatic switching between refrigeration and freezing.

With the innovation of the products, the wave of intelligentization of white electricity has intensified. In addition to products, companies have also envisaged a series of intelligent strategies, such as Meiling launched the Zhihui home ecosystem plan.

However, in this intelligent war, there are still some problems worth considering: In the end, what kind of products are smart products, how is the current level of white electricity intelligence in China, and what problems are currently facing smart appliances?

Intelligentization is getting worse

Whether it is Haier's washing machine, or Meiling's second generation of CHIQ, it has been labeled "smart". When China Business Daily reporter visited the Gome and Suning stores in Beijing, it found that white electric smart products accounted for a certain proportion. For example, in the Meiling store in Suning, the China Business Daily reporter noticed that among the more than 30 products displayed in the store, 6 are “smart” products, and the WiFi signal is attached to the refrigerator door, indicating that they can receive signals and use mobile phones. Control it. In the beautiful refrigerator area of ​​Gome, the reporter found that nearly half of the products are “smart” products, and the advertisements of their smart refrigerators are also being broadcast on the propaganda screen of the store. According to the store staff, its smart refrigerator can check the shelf life of food, recommend recipes and so on.

At this stage, how is the development of smart appliances in China, and what are the prospects? According to data provided by Haier, Haier’s sales of smart white electricity reached 2.1 million units in 2015, an increase of 169% year-on-year; Haier Youjia APP was officially launched in April 2015. The cumulative number of users exceeds 10 million, and the number of active users exceeds one million. The US side said that smart home appliances accounted for more than 40% of its product mix. The person in charge of the TCL air-conditioning industry said that the current sales of smart products have exceeded 20% of the sales of TCL air-conditioning products. Its annual new product F1 has reached 10% of TCL's overall air-conditioning sales during the same period.

In terms of industry, the data of Zhongyikang showed that the market share of smart products of color TVs, refrigerators, air conditioners and washing machines in the corresponding categories was 75.8%, 6.3%, 11.1% and 6.6% respectively. As the core of intelligent home appliances, refrigerators have the lowest proportion. And the degree of intelligence of several major categories of white electricity is far less than that of television.

However, the intelligence of air conditioners, refrigerators and other products is rapidly advancing. According to the “2016 China Smart Air Conditioning Market Analysis Report” launched by the Information Resource Development Department of the National Information Center, due to the impact of the macroeconomic environment, the overall domestic consumer demand is weak, and the home appliance industry continues the basic trend of demand decline in 2015. Market sales are falling. But sales of smart products are relatively good. Taking smart air conditioners as an example, the data shows that from January to April, the sales volume and sales of smart air conditioners in China dropped by 1.46% and 5.22%, respectively, but their market share increased, from 9.58% in the same period last year to 13 %, and will continue to expand this year, with a projected proportion of more than 15% in 2016.

The relevant person in charge of the National Information Center told the China Business Daily that the smart air conditioners have been basically accepted by middle and high-end users, and the intelligence will also become the main feature of the high-end products.

Overall, according to data from Aowei Consulting, by 2020, the overall output value of smart home appliances will break by one trillion yuan. From 2015 to 2020, smart washing machines, air conditioners and refrigerators will explode, and the market penetration rate will be 15% respectively. Increase to 45%, 10% to 55%, 6% to 38%. The output value of intelligent hardware will exceed 600 billion.

In order to develop smart home appliances, companies have invested a lot and expect a lot. According to the China Business Daily reporter, Changhong hopes to rebuild a Meiling through intelligent and high-end, and its sales revenue will reach 20 billion yuan by 2020. The US side said that it plans to achieve sales of more than 30 million smart appliances in 2016, of which smart refrigerators are expected to exceed 1.2 million units this year. At the same time, the US side once told the China Business Daily that it has set up a special intelligent product management system. Unlike other traditional departments, the department is responsible for product design, software and hardware development, sales and operation to promote smart products. All links.

　　 Intelligent process

However, while these companies are gearing up and planning to make great achievements, what is the “intelligence” of home appliances? In fact, there is currently no clear and unified definition of the relevant aspects of China, just as the relevant person in charge of the National Information Center reported to China. As the reporter said, the country does not have a very clear definition of what is a smart home appliance. In the current sense, smart home appliances are basically equipped with WiFi functions, which can be connected to mobile terminals such as mobile phones. Products that can be operated remotely.

In addition, the relevant person in charge of the National Information Center added that various companies are doing different explorations. For example, Midea has developed a “Smart Home + Smart Manufacturing” dual-intelligence strategy, and has been able to customize personalized nutrition programs and manage ingredients. Smart refrigerator. Gree has introduced an intelligent central air-conditioning system that can be switched and adjusted at any time by using the Gree Zhilian APP, a one-button configuration and air conditioning interconnection. From this point of view, the state does not have clear regulations, but instead provides enterprises with a broad space.

At the same time, the relevant person in charge of the China Household Electrical Appliances Association gave a more detailed explanation: "The concept of smart home appliances refers to the introduction of microprocessors, sensors, network communications and other technologies into home appliances, with functions such as perception, analysis, self-learning, and interaction. After the formation of home appliances. The connotation of smart home appliances will continue to expand with the advancement of technology." Smart home appliances in addition to the usual WiFi, also need to have some intelligent features. Taking washing machine products as an example, it is generally believed that the WiFi function is only added to the traditional washing machine, and it cannot be defined as an intelligent product. It should also have intelligent functions such as sensing technology and intelligent delivery.

In addition to intelligent functions, an important part of the intelligentization of white electricity is to cooperate with other product suppliers or service providers to extend service. The relevant person in charge of the above-mentioned national information center believes that, just as the TV is intelligent and explores content to further improve the profitability of TV companies, the intelligentization of white electricity can also open up the industrial chain and extend to content and services. On the basis of products, Consumers offer more diverse content and services.

The relevant person in charge of the above-mentioned national information center believes that the refrigerator is the core of intelligent home appliances. With the screens arranged on many smart refrigerators, the refrigerator can be connected with other home appliances to become intelligent nodes or intelligent headquarters switches in the home. Therefore, he further cites the refrigerator as an example. Now many smart refrigerator products can record the shelf life of food, recommend menus to users, and provide product distribution services for users. Haier, for example, understands that it is cooperating with third-party companies and is exploring the establishment of community distribution centers in cities such as Beijing and Shanghai. Users can get fresh food at the community distribution center. With the further advancement of this service, refrigerator products are more of a medium or platform for home appliance companies. In addition to pure refrigerator products, home appliance companies can also provide consumers with more value-added content and services.

“This is actually a way for companies to promote incremental growth in first-tier cities such as Beijing and Shanghai. After all, the popularity of refrigerators in these regions is very high. It is difficult to achieve further growth in these places simply by making innovations and changes in products.” The relevant person in charge of the center added.

The development of smart home appliances can also be divided into three stages. Wei Jun, general manager of Zhongyikang White Appliances Division, believes that connecting WiFi alone is just a smart 1.0 era. The second phase is WiFi+, and the addition of a lot of content, including its own system, business model and hardware intelligence. The third stage is to combine with the ecology to cover more content. According to his judgment, although the intelligentization process of China's white power enterprises is different, it is mainly in the initial stage of WiFi+.

　 Development problems still exist

Although China's smart home appliances are developing rapidly, discussions about their consumer acceptance and development challenges have always existed. Some consumers told the China Business Daily that the current interest in so-called smart home appliances is not very big. There is always a lot of so-called intelligent content that is not practical. It will not be used in real life, so I don’t want to go Additional "smart" payment, such as some smart refrigerators have entertainment functions, you can listen to music, watch videos, but when you cook in the kitchen, you usually use your mobile phone to listen and see. Compared with refrigerators, mobile phones are more convenient.

This requires the intelligent function of smart home appliances to be more practical. After all, white electricity is a home appliance category that serves people. In the view of the relevant person in charge of the China Household Electrical Appliances Association, for home appliance companies, intelligence includes product intelligence, intelligent manufacturing and management intelligence. Specific to each type of product, the direction of intelligence is not the same. As far as white power is concerned, the dynamic storage, sensing technology and communication capabilities are the main directions, such as automatic identification of food by refrigerator; environmental awareness and interactive application of air conditioner Intelligent placement and intelligent sensing of washing machines (including weight, temperature, eccentricity, vibration, etc.), intelligent perception of clothing, etc. Smart home appliances need platform (software) as the basis, but the intelligentization of product attributes should be the most basic element.

The relevant person in charge of the above-mentioned national information center also believes that the most important thing for smart home appliances is practicality. For example, refrigerators, the most essential feature of which is food preservation, can be more from food preservation and quality preservation.

Nowadays, many smart products are also explored in this respect. Take Samsung's quality banquet as an example. It is equipped with the leading preservation technology of the refrigerator industry, using frost-free moisturizing three-cycle and metal cooling technology to ensure the maximum guarantee. The preservation quality of the food, while solving the problem of odor between different compartments. The broadband greenhouse can be freely converted between the “freezer compartment” and the “refrigerator compartment”, and the flexible use of space facilitates the different needs of consumers.

In addition, some insiders reminded that from the current market point of view, the crowds of smart home appliances need to be further subdivided. Taking smart refrigerators as an example, there are two types of segmented people worthy of attention. One type is comparative homes and may not be willing to do Rice, more willing to call a takeaway; one is to go out early and late every day, do not cook, or even travel frequently. In this case, it is necessary to further divide the consumers and perform crowd segmentation.

The relevant person in charge of the China Household Electrical Appliances Association mentioned in the development of smart home appliances: "With the improvement of the consumption level of Chinese residents and the pursuit of quality of life, smart home appliances are undoubtedly the future development direction. Currently the development of smart home appliances is facing The challenge is mainly the interconnection of different technology platforms and how to enhance the consumer experience and find a combination of intelligence and consumer demand."

At the 3rd International Home Appliance Manufacturers Association Roundtable (IRHMA), smart home appliances should add value to consumers; different brands of smart home appliances should be interconnected to provide convenience for consumers; Cooperation should be carried out to jointly meet the challenges of intelligence; smart home appliances should be integrated with smart homes, and cross-border cooperation should be carried out to promote the home ecosystem of smart home appliances and other industry consensus.

However, at present, various companies have begun to pay attention to solving this problem. For example, Haier U+ cloud platform has been interconnected with Apple Homekit, Allseen, google Brillo/Weave, Huawei hilink, etc. The ecosystem resources have introduced more than 120 third-party resources through hardware. Software and service interfaces are strategically coordinated with companies such as Microsoft, Huawei, and Meizu. The United States opened up to the outside world and completed the docking with system cloud platforms and underlying protocols such as Jingdong, Ali, Xiaomi and WeChat.

According to Wang Gang, general manager of TCL Smart Home, TCL will also interoperate with mainstream platforms and products in the future, enabling users to get the intelligent experience of the whole house and better compatibility products to gain more user recognition. Of course, in terms of intelligent interaction and value-added services, it will also pay more attention to satisfying user needs, making users more convenient to use, so that they can feel the benefits of intelligence and directly promote user purchase.

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