Recently, a new generation of Gree mobile phones has passed the network access license of the Ministry of Industry and Information Technology. It is not new for Gree to make mobile phones, but under the current downward trend in global mobile phone market sales, is it a strategic mistake for Gree to make mobile phones? In fact, Gree is not only interested in the mobile phone market, but also revealed its ambitions for the future smart home market. Not only Gree, but also many traditional electrical appliance manufacturers, including Midea, Haier, and TCL, are making smart home layouts.

However, domestic BAT has already established an ecological bureau in the smart field. Even Huawei and Xiaomi have a huge layout in the smart home product line in addition to the development of the core product mobile phone, especially the development model of the smart home ecological chain created by Xiaomi. There are already some achievements in the market. With Internet companies also entering the smart home in large numbers, traditional manufacturers want to become the dominant players in the smart home industry. Do they have enough strength to compete with BAT? Who will be the master of the smart home?

The smart home market has reached a scale of 100 billion, and electrical appliance manufacturers are eyeing it

With the advancement of technologies such as the Internet of Things, big data, and cloud computing, a smart home with a high degree of artificial intelligence will be the ideal state of the home in the future, which also makes the smart home market a huge prospect. According to the latest research report "2018 Global Smart Home Market Forecast" released by Strategy AnalyTIcs, the global smart home market in 2017 reached 84 billion US dollars, an increase of 16% from 72 billion US dollars in 2016. Global consumer spending on smart home devices, systems and services will total nearly $96 billion in 2018 and grow at a CAGR of 10% over the forecast period (2018 to 2023) to reach $155 billion.

The upsurge of smart home is so high. As an important part of the terminal link facing consumers, home appliance products cannot be overemphasized. Therefore, electrical appliance manufacturers have naturally begun to take action. Electrical appliance manufacturers represented by Haier, Midea, Changhong, TCL and Gree have long started their smart business.

For example, Haier focuses on the exploration and practice of "external smart home, internal interconnected factory", allowing users to experience "zero distance" intelligent services brought by Haier smart air conditioners. Midea takes "smart manufacturing" as its new focus. In the past year, it has not only accelerated the deployment of smart production lines and smart factories, but also entered the upstream robotics field through the acquisition of German KUKA and other means.

In order to pave the way for smart homes, some electrical appliance manufacturers have also begun to try to make chips and mobile phones. After Dong Mingzhu made a high-profile statement that Gree would invest 50 billion yuan to enter the chip field, Konka Group also announced that Konka Group would establish a semiconductor technology division to officially enter the semiconductor industry.

It can be seen that all of them have formulated development strategies on the road of smart home, but the current application of smart home is still in products, application scenarios and user needs There is still a lot of room for development, which is still a problem for electrical appliance manufacturers. There is great opportunity.

Electrical appliance manufacturers do not want to lose control of the smart home field, but they are far from the BAT giants

In order not to lose this traffic entrance of smart home, the layout of electrical appliance manufacturers in smart home is still comprehensive, but compared with BAT giants, they are still not strong enough to snatch this traffic entrance. The layout of BAT giants in the field of intelligence is not only unilateral, but starts from the platform and hardware to create an ecological platform.

With the development of the domestic Internet gradually developing into a bottleneck period, the BAT giants have entered the second half of the competition, and this competition is about intensive cultivation. How to make good use of data is the key, so artificial intelligence has become BAT's next competition target, and They have each laid out their positions in this field a few years ago. The rise of artificial intelligence is the product of the scientific progress of big data and cloud computing, and it is also the inevitable result of human yearning for the future world. The Internet giant "BAT", which is at the forefront of technology, will naturally not miss the opportunity. Among them, Baidu has the earliest layout, Alibaba is the second, and Tencent is the last.

If you want to ask who the current BAT competitors are, it is estimated that there is no accurate answer to this question. Their development has not stayed at a certain level, but has crossed the boundaries one by one, from urban management (smart city) to transportation (autonomous driving) In terms of hospitals (smart medical care), a series of measures by BAT have changed the perception that Internet companies only focus on online resources in the past. They are now vigorously developing the strategic layout of the intelligent field based on their own advantages.

In addition to actively deploying in popular fields, they have invested one of the best funds and resources, and they are also vigorously recruiting talents. BAT is frantically mining talents from all over the world. For example, Alibaba once had a group dedicated to mining professors in American universities. The purpose is to lure researchers in the field of artificial intelligence into the Alibaba system, and even lure them with various interests. Join Alibaba.

Therefore, for BAT, their layout in the smart field is at the level of the entire industry. As an important part of the smart home, it is also a key layout in their strategic plan. It is reasonable for electrical appliance manufacturers to want to develop in the smart home. Among them, in terms of technology, resources, and strength, they are not dominant. Instead of competing for the traffic entrance of smart home, it is better to do a good job of smart home appliances and win the consumer market with products to gain a firm foothold in the smart home field.

BAT is a prison, and Apple's Homekit is advancing bravely. Who is the king of the smart home market?

Although the current smart home market has great potential, it has not attracted a real hot scene in the consumer market. The reason is that the platforms launched by the BAT giants are in the ground, and they all want to become the platform controllers in this industry, but the reality is industry standardization It is not unified, and at the same time, it is not possible to control hardware products and supply chains like in the e-commerce field, and smart appliances cannot be interconnected and compatible with each other on the interface. On the other hand, many electrical appliance manufacturers are just rubbing against this hot spot. The so-called smart electrical appliances are not high in technology, which makes their products unable to really attract consumers.

Although BAT is now in the smart home layout, no one has taken a dominant position in this regard. The domestic smart home platform is still in a relatively chaotic situation. When it has not been divided up, in fact, overseas companies are also full of ambition.

Recently, Google has cooperated with JD.com. According to reports, Google will use JD.com to sell Google's consumer-grade hardware, such as the Home series of smart speakers. It can be seen that Google is also coveting the huge market of China's smart home. Overseas Google, Amazon, and Apple all have smart home platforms. In order to enter the Chinese market, Apple's homekit has simplified its certification process, research and development threshold, and development and testing tools, and lowered the product development threshold. product.

It has to be said that Apple currently has its own advantages in terms of market channel operation capability, supply chain, brand reputation, product recognition and market acceptance in the Chinese market. Although BAT has local advantages, Apple has accumulated more advantages in China in recent years. It is obvious that it is enough to occupy the smart home platform like the iOS system. Of course, who can succeed in the smart home market, the key is to compete for technical strength, industrial appeal and cooperation mode. At present, the strength of BAT is still available. The key is to see who its platform can eventually become the industry standard, and who can truly become the leader in the smart home industry.

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