Smart home companies struggle to publicize market response

Get up early in the morning, when we opened our eyes, the curtains automatically opened, the music eased, the breakfast started cooking automatically, the news was broadcast in a scheduled manner; away from home, the anti-theft system was automatically armed, abnormal movement was detected at any time, the system intelligent alarm defense...... These scenes, which exist in science and technology films, are expected to be realized in people's work and life through smart home systems. Although the industry has spared no effort in propagating smart homes, according to the reporter’s understanding, the market and consumers have responded unimpressively.

Deviations in market demand positioning Home is an essential element of life. Enhancing the quality of life can be said to be everyone’s lifelong pursuit. Therefore, smart home systems that can improve the humanization, technology, and future of homes have always been the focus of attention. However, smart homes have not been able to enter the lives of most consumers since they were launched. Why is this convenient and considerate product rejected by people?

In this regard, Zhu Jingguo, an expert of the Intelligent Building Branch of the China Construction Industry Association, believes that the reason why consumers respond poorly to smart homes is that smart homes that have already been built and used are not very practical. In addition to a limited number of systems such as video intercoms that can have a good reputation, users do not have any special role in experiencing smart high technology in most smart homes. Some smart systems have caused inconvenience to everyday life. As a result, many users have turned off those so-called smart devices.

It is because of the lack of consumer desire for purchase and the lack of enthusiasm for application. Therefore, the market's response to smart homes is quite cool. Smart home is at the fork of "Where to go."

Zhu Jingguo stated to reporters: “The promotion and production of smart homes have shown a deviation in market positioning. Frankly speaking, the propaganda, development, and construction of smart homes in the past were largely directed at the needs of real estate developers in order to increase The level of commercial housing, ignoring the real users of smart homes - the specific needs of the public."

Many factors constrain the development of smart homes According to the reporter, in China, home automation has always been the main battlefield for various manufacturers to compete for the smart home market. The two major camps in China are led by Haier, Jia Jia and Lenovo promoted by Lenovo. Both have been approved by the Ministry of Industry and Information Technology. The former focuses on the family, the latter focuses on the office, but in the end it focuses on home networking.

In the process of home automation development, there has been no lack of market attention and user expectations. According to the Internet of Things expert and academician of the Chinese Academy of Engineering, He Hechen told reporters that the current home automation market in the Asia-Pacific region totals about 500 million U.S. dollars, mainly in developed countries such as Japan and South Korea, and it is still a long way from the 100 billion U.S. dollar market estimated by industry experts. In particular, the development of the domestic market has been slower. Home automation has only stayed in the experience halls and some of the pilot properties, which is very different from the purpose of providing a comfortable and rich living environment, a convenient and flexible way of life, and an efficient and reliable working model. In some projects that are promising in the industry, users expect, and technical support, they have not been applied on a large scale.

He Hexin believes that there are three main problems that restrict the development of the smart home industry:

First, the integration of industry standards is difficult. Due to historical reasons and economic interests, the current two domestic standards for smart homes belong to ejiajia and IGRS, which represent home appliance manufacturers and IT vendors, respectively. Moderate competition can promote technological progress, but too much competition will result in the waste of resources and the development of standardism, the high cost of compatibility and monopolistic costs, and the drive of short-term interests will lead the technology and market to the wrong direction. Therefore, the integration of smart homes across industries and sectors and the integration of industrial chains are imminent.

Second, the degree of technical specialization is high. Unlike computer products and home appliances that can be plugged and used, current home automation products require professional personnel to install, debug, and use training. Users cannot obtain experience and enjoyment from use. Therefore, their willingness to use and purchase is reduced. At the same time, a high degree of product specialization means high investment in R&D and difficulty in technology sharing. These factors are directly reflected in the price and performance of products, creating a situation of high prices. Therefore, to strengthen the practicality of technology and improve product popularity, we must first of all address the complexity of technology, allow more practitioners to enter the industry, reduce costs through competition, and promote marketization.

Third, the progress of product intelligence is slow. Smart home involves many subjects such as computer, communication, automation, and electronics. No company can do its job with its own power. At present, there are many products related to the home automation industry in China, but the level of intelligence is low. Its products and services are only used as a supplement to artificial, rather than the main force to change the way of life.

Breakthrough in bottlenecks requires multiple efforts With the advancement of science and technology and the development of people's needs, the smart home industry will usher in an unprecedented market opportunity. Making life smarter is the ultimate goal of home automation. This requires the joint efforts of the government, enterprises, and the public to focus on the industry and regulate the industry from a big point of view. We must start from a small place, solve pressing problems, and overcome bottlenecks in development.

To this end, Qi Hexuan suggested that the government and industry associations should scientifically lead the development of the industry, maintain appropriate competition, and promote technological integration. Home automation is a systematic project that requires extensive planning and never-ending improvements. At present, the domestic home automation industry has gathered companies in many fields such as real estate, home appliances, communications, and security. The integration of these elements, the distribution of benefits, and the division of duties require an authoritative organization to lead and promote.

Creating social value is the only reason for the existence of the industry. A multi-win-win business model is the only choice for a home automation system to truly enter the family. As we all know, the market consists of population, purchasing power, willingness to buy, and the environment. To meet the needs of the general public, the market can be made bigger.

Zhu Jingguo stated that at present, consumers need smart home products with stable performance, affordable prices, and convenient use. This requires relevant companies to provide plug-and-play practical, fool and modular products, monopoly technologies, and barriers to competition. Means and methods will only stagnate the development of the entire industry. Only by increasing industry transparency and resource utilization, through the collaboration and economies of scale to reduce product costs, will it be the king to jointly promote the healthy development of the industry.