The "618" shopping festival, which lasted for nearly a month, has come to an end, but the smart speaker market seems to be on the rise. Is it that the leeks can't be cut, or are the major manufacturers "showy"?
It is estimated that the overall monthly sales of domestic smart speakers during the "618" period also exceeded 1.5 million units, but the major manufacturers do not seem to be fighting to the death. Therefore, it is reasonable that the sales of smart speakers are not good.
As the key entrance to the smart home, the battle of smart speakers directly reflects the layout battle of major manufacturers in the smart home industry. The limelight of the mobile Internet has passed, and the social networking landscape has already taken shape. In order to grab a place in the next computing platform, Internet giants have come up with different strategies. In the light of the leopard and the micro-knowledge, Yiou Home Furnishing has counted some layout and operation models of Internet giants in the smart home industry for reference by industry professionals.
As shown in the figure above, the layout of foreign Internet giants in the smart home industry has begun to take shape, and they are fighting for control in the home scene, and each has its own emphasis. Amazon uses the Echo smart speaker as the entrance and realizes the voice control function through the Alexa voice assistant, which is compatible with more than 12,000 smart devices of more than 2,000 brands; Google also bets on smart speakers, integrating with Nest smart home products through artificial intelligence + software + hardware. ; Samsung has acquired Smart Things and Viv Labs Inc. , has an advantage in the capabilities of the entire software and hardware industry chain; Apple mainly relies on open APIs to formulate standard protocols, and matches Internet devices through Home Kit.
Different from the unity and monotony of foreign markets, the competition in the domestic smart home market can be called a hundred schools of thought contending and a hundred flowers blooming. In addition to competing for control of the home scene, domestic Internet giants have launched an all-round encirclement and suppression of the smart home industry from the aspects of platform, ecology, social interaction, security, etc., and the competition has intensified and upgraded.
The smart home layout of Internet giants
A thriving millet
Xiaomi Smart Home forms a complete industrial closed loop around Xiaomi mobile phones, Xiaomi TVs and Xiaomi routers, as well as the intelligent hardware products of Xiaomi IoT ecological chain enterprises, and its perfect intelligent life system has begun to take shape.
In terms of products, with cost-effective hardware as the core, new products and investment companies are progressively deployed. Technically, cooperate with Baidu to deploy IoT and artificial intelligence. In terms of channels, new retail is used to empower products. In terms of profit model, a large number of users are acquired through hardware with lower profit margins, and then profits are made by providing paid value-added services.
Through the "full product line" layout, Xiaomi is a standout in the smart home field. The total number of connected devices on the MIOT platform has exceeded 60 million units, and the daily active users of the Mijia APP have exceeded 5 million, making it a top student in the smart home industry.
Baidu of All in AI
Among Internet giants, Baidu All in AI is the most determined. As one of the important application scenarios of artificial intelligence, smart home is also a highlight of Baidu's layout of AI. Acquired Raven and cooperated with third parties such as Qijia, Haier, Coocaa, etc. Baidu took smart speakers as the entrance and supported the Duer OS conversational AI system, trying to cooperate with third-party brands to build an open smart home ecosystem.
At present, the number of activated devices equipped with Duer OS exceeds 90 million, and the number of active devices exceeds 25 million. From the data point of view, Baidu's achievements in the field of smart home are quite good. However, in the important entrance of smart speakers, the price of raven H is too high, and Xiaodu has just tested the water, far behind Xiaomi and Alibaba, and the prospect is difficult to distinguish.
Alibaba, which is dead on the platform
Compared with Baidu's determination to All in AI, Alibaba's affection for artificial intelligence is not so deep, and it is not invested enough in the smart home industry. It may be that it has tasted the sweetness of being a platform, and Alibaba is more inclined to be a platform-based product. In general, Alibaba uses the Tmall Genie as the entrance and combines the AliGenie interactive system to try to build an AI ecosystem with hardware manufacturers.
Although Tmall Genie is Ali's first hardware product, the data is really beautiful: it has been online for 9 months, sold more than one million, attracted 6,500 developers, and launched 356 skills. It should be noted that Ali's Alipay + Taobao structure has made a strong endorsement for Tmall Genie. If you want to truly compete for the control of the smart home scene, Ali's competitiveness has yet to be considered.
Tencent holding the "throat"
In the layout of smart homes, Tencent has taken a low-key and stable path: it has launched WeChat's smart hardware access plan and QQ IoT open plan, trying to rely on the huge number of social users to jointly build IP-based licensing and IoT solutions with third-party manufacturers. Cloud technology cooperation to create a smart home ecosystem.
In 2018, the monthly active users of WeChat exceeded 1 billion, and the monthly active users of QQ exceeded 800 million. The strong social network volume is the magic weapon for Tencent to catch up. Tencent hopes that users can use WeChat and QQ to control the smart hardware around them and control the smart home at home, but the home scene is a relatively private environment after all, and it is unknown whether users are willing to synchronize their home to the circle of friends.
Jingdong near the water tower
As a leader in 3C e-commerce, JD.com transformed its layout into smart homes very early. In the field of smart home, JD.com released the “Smart Home†strategy of JD Welink, created a smart home project incubator, launched Dingdong smart speakers with iFLYTEK, and continued to cooperate with third-party brands to expand smart home categories.
Due to its early layout and many implementations, JD.com has gained a lot in the smart home field, and the sales of smart home appliances have also been bullish. But in the long run, JD.com's layout is focused on sales and promotion channels, and the shipment of Dingdong smart speakers fell to third in the first quarter of 2018, and the situation is in danger.
Huawei is catching up
From cloud services to smart homes, Huawei seems to have "accustomed" to falling behind and then catching up. In terms of smart home, Huawei intends to open the HiLink protocol and create an open platform through the LiteOS operating system to realize the interconnection of products between various brands and provide users with a unified management of Huawei smart home App.
Although Huawei released the HiLink strategy as early as 2015, the thunder was loud and the rain was small, and there was hardly any beautiful data. On June 22, 2018, Huawei announced a new smart home brand "Huawei Zhixuan", vowing to cover 1,000 products within the year and tens of billions of dollars in three years. Given that Huawei has always subverted everyone's imagination in terms of revenue, it is not impossible for "Huawei Smart Selection" to crush Ali and overtake Xiaomi.
Focus on "safety" 360
In view of the decline of anti-virus software, 360 has made a layout in the smart home field very early, such as launching children's anti-lost watches, smart cameras, sweeping robots and other large and small hardware products. , such as the "Water Drop Live" event.
It may not be a good thing to have a high-profile boss. Most people may know the red-clothed leader Zhou Hongyi, but very few know about the 360 ​​smart home. 360 claims to "build a smart home ecosystem centered on 'security' based on security, big data and cloud services", I wonder if this dream of Lao Zhou can still be realized.
After the melee, who will become the No. 1 in the smart home industry. 1?
On the whole, the domestic Internet giants have a full layout in the smart home field: from hardware products to open APIs, from platformization to single-point entry, from focusing on channels and sales to focusing on the security field, they are deeper and deeper than foreign Internet giants. Dig deeper.
As the saying goes, too much is too much. When the smart home industry is still in the stage of cultivating users, when smart home products are still like "mentally retarded", too deep industry layout will inevitably cause some companies to suffer big losses, and they will become martyrs instead of pioneers. In addition, the original intention of smart home is to make people’s life more convenient and fast instead of causing trouble. The home scene is inherently incapable of allowing a hundred flowers to bloom. Internet giants grab the control of smart homes and there will inevitably be winners, and there will inevitably be companies that lose. city.
From the perspective of major industry trends, the prospects of smart homes do not need to be repeated, but the current situation and pain points of the industry also need to be overcome. Referring to the development process of other emerging industries, Yiou Home Furnishing has made a brief analysis of the competitive advantages of Internet giants from the following dimensions.
1. No matter how good the product is, users need to pay for it
User, user, user, important things said three times. The competition of Internet giants for control of smart homes is, in the final analysis, competition for users. Improve product quality, cultivate user habits, and form user-to-user communication. Obviously, Tencent has taken a big lead. Eight years of hunger marketing has also consumed a lot of patience from "Mi Fans" and missed Baidu's ability in the era of mobile Internet and social networks. Whether it will catch up remains to be verified.
2. Those who gain competitive barriers win the world
In the Internet industry, where is the boundary between borrowing and plagiarism, probably no one can say clearly. In business competition, the winner is the king and the loser is the loser, and it is particularly important to create barriers to competition. Xiaomi's perfect IoT ecological chain may be a barrier, Baidu's technical reserves may be a barrier, and Tencent's user base may also be a barrier, saying "maybe" because the situation is temporary, but as competition further intensifies and upgrades, these barriers may be Overturned instantly.
3. Technology is important, but not only technology
Smart home is still a technical activity in the final analysis, involving various advanced technologies such as integrated wiring technology, network communication technology, security technology, automatic control technology, audio and video technology. In terms of technical strength, Baidu has an inherent advantage, but it is not uncommon for Baidu's product quality to be criticized all the time. With the continuous increase in technical strength of Alibaba, Xiaomi, Huawei and other manufacturers, it is still unknown whether Baidu's leading position can be maintained.
4. Vertical and segmented scenarios may have more opportunities
The experience of countless Internet wars shows that the Internet industry has only the first and second place, and there is no third place. Therefore, on the issue of smart home control, there is a high probability that only two giants will divide the world equally, and other competitors will either be deeply cultivating vertical and subdivided scenarios, or they will be cool. Jingdong attaches great importance to promotion and sales channels, and 360 focuses on security issues. These seemingly unwise layouts are not a good choice.
Judging from the current situation, Xiaomi's performance in the smart home field is unrivaled, but this leading position may not last long. In terms of technology, Baidu wins; in terms of users, Tencent wins; in terms of comprehensive strength, Alibaba and Huawei have good potential. Who will become the No. 1 in the field of smart home. 1, and let's wait and see!
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