Smart home appliances have always been regarded as the future development direction of the home appliance industry. However, frankly speaking, at present, the whole category of smart home appliances, only the black-and-light products represented by TV sets and game consoles have developed relatively fast, and the market has entered a relatively mature state. Compared with smart white batteries, such as washing machines and refrigerators, the market reputation is not so good.
Smart home appliances, especially smart white electricity, were once considered to be gimmicks for a long time in the past, but with the gradual construction of relevant standards and ecosystems, smart appliances ushered in a renewed trend. From Shantou to the outbreak, the ups and downs of intelligent white electricity reveal the law of development of technology and industry - new technology will certainly go through the process from childish to mature, and large enterprises with technology are always the pioneers to promote industrial progress.
The four major mountains gradually broke, and the intelligent white electricity ushered in another explosion.
At the beginning of the popularity of mobile Internet, smart home appliances once had a wave of outbreaks. Whether it is black electricity, white electricity or small household appliances, the concept of the Internet is used to transform products. Because the word "smart" provides a new driving force for the development of the home appliance industry, no matter what the experience, intelligence represents the development direction. Therefore, a large number of smart home appliances that were born by gimmicks and concepts once flooded the market.
The black electricity represented by TV and game consoles is relatively stable because of the interaction between the screen and the people. But white electricity is not so lucky, because there are fewer breakthroughs in interaction. Some manufacturers use the simple Bluetooth and Wi-Fi connection function to name "smart" and have the reason to sell high prices. In fact, the products are actually There is not much difference from ordinary non-smart products, which makes the so-called "smart" flow in form.
The reason why “smart†Shantou has been difficult to implement in the past few years is probably the same. The price, experience, standards and ecological circle behind it have become the four major mountains that restrict the development of intelligent white electricity. The white goods that can't move more than 10,000 yuan, the experience is basically the same as ordinary products. In addition, each manufacturer has its own standards and agreements, and the ecosystems are not connected to each other. The foothold to the user end is that the smart white electric gimmick is higher than the user experience, so consumers do not buy it. This makes it difficult for smart white electricity to "fly into the homes of ordinary people."
However, since 2016, the domestic smart home appliance market has once again ushered in a round of outbreaks, which is particularly evident in the white goods industry. In June 2016, 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. At the core, the proportion is the lowest. The degree of intelligence of several major categories of white electricity is far less than that of television. However, Zhongyikang expects that the smart rate of white electricity, living appliances and kitchen appliances will reach 45%, 28% and 25% respectively in 2020, and smart appliances will bring 1.5 trillion yuan of market demand in the next five years. .
This kind of prediction is not a hole, because the market has shown signs of stupidity. From the perspective of international brands, the big manufacturers represented by Samsung are accelerating expansion in 2016, with particular emphasis on the high-end white electricity market. From the domestic point of view, the mainstream manufacturers are also rapidly moving on the road of intelligence. According to media reports, in 2015, Haier's sales of smart white electricity reached 2.1 million units, a year-on-year increase of 169%. In terms of beauty, smart home appliances account for over 40% of its product structure. Among TCL air-conditioning products, sales of smart products have exceeded 20% of sales of TCL air-conditioning products.
In other words, from the perspective of the market as a whole, smart white electricity is ushering in a new round of blowout.
The old pet of Baidian has become a new love, and there are three major reasons behind the counterattack.
As a new favorite, Smart White has become a new love after a few years of downturn. There are very complicated reasons behind it, but more is driven by the promotion of the Internet of Things and the gradual landing of smart homes. It can be said that today's smart white electricity is becoming the emerging red sea in the market. With the continuous advancement of the Internet of Things, smart home appliances and even smart homes will once again erupt.
1. The Internet of Things and smart home are maturing
The main reason for the counterattack of intelligent white electricity is that major manufacturers are implementing their own smart home and new Internet of Things strategy. In the past few years, the Internet of Things, cloud computing, and intelligence have become the areas where home appliance manufacturers and even giants such as Ali and Huawei are favored. All manufacturers are staking their way to build their own smart home and Internet of Things ecosystem.
In the past, smart home appliances were generally an island with Wi-Fi or Bluetooth modules. Today, smart home appliances and smart homes are not a single product intelligence, but a complete intelligent system solution. Its concept refers to the introduction of microprocessors, sensors, network communications and other technologies into home appliances, with home appliances that are formed after sensing, analysis, self-learning, and interaction.
Throughout the home appliance market, almost all capable giants are moving in this direction. Samsung released the first batch of IoT smart TVs and IoT refrigerators at CES in January this year. These products can be equipped with other SmartThings-compatible devices, including air conditioners, refrigerators, lighting devices, locks, thermostats, cameras, etc., by carrying their own SmartThings IoT platform. Ali, which has nothing to do with the home appliance industry, is even integrating home appliance manufacturers through the YunOS system to build their own ecosystem.
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These giants are developing market rules and industry standards to promote the maturity of the industry, and let smart white electricity truly integrate into this ecosystem, with more functions besides networking.
2. The wave of domestic market consumption upgrade is coming
This time, the wave of smart home brought by the Internet of Things coincides with the upgrade of the domestic appliance industry. The domestic consumer's own consumption level is improving, and they are willing to choose high-end appliances to improve their quality of life. High-end home appliances, especially high value-added white electricity, is precisely the first to go in the smart tide.
In the domestic appliance industry, often a best-selling model has an operating cycle of more than 30 months. On the surface, the smart white electricity market is in the early stage of the outbreak, but it is almost foreseeable that in the next 2-3 years, the smart white electricity market will make a leap forward under the wave of Internet of Things and smart home. Therefore, Zhongyikang expects that the intelligent rate of white electricity, living appliances and kitchen appliances will reach 45%, 28% and 25% respectively in 2020. This is not a nonsense. This is the current status of the industry.
The wave of consumption upgrades will also enable home appliance companies to launch more technological innovations on high-end products. Accordingly, high value-added home appliances will also become the main direction of attack.
3. High value-added white electricity has become the new favorite of the market
At present, both international giants and domestic giants are working hard on high value-added white goods. Because high value-added white electricity is a weapon to conquer market segments, it is also a fertile ground for technological innovation.
Domestic and foreign manufacturers are developing products based on in-depth insight into consumer demand, creating a series of high value-added features. As early as 2013, Samsung decided to take the high value-added route and focus on the high-end market strategy. Its products are all going to the direction of the technology model, this approach is very forward-looking, and it has indeed seen results this year. Such as Samsung refrigerator can do frost-free moisturizing three cycles, metal cooling, and even send and receive information, browse pictures, messages, view the food stored inside the refrigerator. Watching online videos greatly enhances human-computer interaction and gives the refrigerator a different experience. The washing machine's function of bubble net and peace of mind has broken the design framework of the traditional drum washing machine, which not only makes the washing machine have better washing performance, but also solves the life problem that has been plagued by users all the time. Added value, so that some users with special needs can enjoy the functions of 18 martial arts. These products are well received by the market.
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In the domestic market, in the early years, Haier launched the high-end brand of Casa Di, which is also marching toward the high value-added white electricity market. The strategy of this high-end market has also begun to show results. The same is true of other manufacturers such as Midea. While many home appliance giants have seized market share at the expense of gross profit margins, a large number of domestic leading companies have realized the unsustainability of this competition.
On the surface, some of the high value-added features are not related to intelligence, but this is a good preparation for the future smart home. Because most of the features can actually be better combined with intelligence. Wait until the technology of the Internet of Things and smart home matures. These products will be highly competitive. Moreover, the high value-added function will be gradually decentralized to the mid-end or even the cheaper products in the future, so that the entire product line has strong competitiveness in the market.
The counter-attack of the smart home appliance market, from the gimmick to the outbreak
The process of intelligent white electricity from Shantou to eruption is another model for the industry to mature.
Due to the relatively large volume of white goods, the degree of integration with services is relatively high, and it is often closely combined with the offline market and even offline services. This part of the market is often dominated by mid- to high-end consumers. The pace of development of the white electricity market over the years has justified this.
Today, the most competitive batch of white power companies are undoubtedly always leading the way in technology, and they are also high-end in the brand. The characteristics of the white goods themselves are also determined. It is not only high in price, but also advanced in technology. It also has a strong sense of design and rich new functions. This is also the case, only large enterprises that can achieve optimal performance in both hardware and software, including online and offline services, can truly conquer the market.
In addition, the smart home appliance industry is a typical hardware industry, testing the hard power of manufacturers. Constantly trying new technologies is an important basis for the home appliance market to remain competitive. In addition to new technologies, the gradual integration and promotion of markets and rules is also an important cornerstone for enterprises to enhance their competitiveness.
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However, the new technology is just like the seeds of the spring harvest, it may not be mature enough at the beginning, and may even be considered a gimmick. However, if it represents the direction of the industry, then you need to always invest, and you will definitely see results. Enterprises that have the ability to do technical research, product research and development, formulate rules, and complete integration are undoubtedly the most powerful home appliance companies such as Samsung.
Author: deep several times, micro-signal, micro-channel public number "deep several times", reproduced leave copyrighted content.
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