In the past 2014, it was called the first year of smart home. In this year, smart homes were hot in the industry, and various smart home products emerged one after another. To a certain extent, these various intelligent products have opened the door to smart life for us. Now in 2015, the development of smart home has changed. The smart home not only broke through the single product, but also showed an important trend. The giants began to race and build the platform with great fanfare.
Smart home platform presents three modes
At present, from the main body of domestic smart home platform construction, there are three main categories: mobile phone manufacturers, represented by Xiaomi; traditional home appliance manufacturers, represented by Haier; Internet manufacturers, represented by Jingdong. These three types of subjects have chosen a platform model with different emphasis. This paper hopes to compare the platform models behind these three types of subjects, try to find out the key points of their respective models, and boldly predict which models will win the last.
First of all, let's first look at Xiaomi's smart home platform. This model can be summarized as the "local tyrant" model. The so-called local tyrant model is that the software and hardware of this platform are almost all arranged, and have absolute right to speak in the platform ecosystem.
In 2014, Xiaomi made four main things in smart home: 1. Continuously released Xiaomi TV 2, Xiaomi Box, Xiaomi Router, Xiaomi Smart Socket, Xiaomi Bracelet, Xiaomi Smart Camera, Xiaomi Air Purifier, etc. . 2. Investing in such a large household appliance of the United States to jointly develop smart home appliances. At the same time, it also invested in Jiu'an Medical, and launched the Xiaomi iHealth blood pressure meter, which is a smart home medical treatment. Lei Jun even said that Xiaomi will invest more than 100 intelligent hardware companies in the future. 3, Xiaomi through the cooperation with major real estate companies, and even launched the Xiaomi apartment, is to show Xiaomi's smart home, allowing users to fully experience and feel. 4, Xiaomi set up Xiaomi home improvement company, to provide users with their own smart home products by providing low-cost decoration for users.
The biggest advantage of the local mode of the Xiaomi platform is that it has a high degree of control over the platform, can quickly coordinate the interests of all parties in the software and hardware, and can create the most extreme user experience. But the problem is that when the platform ecosystem is not big enough, this model is to rely on all the way to burn money to build, and it is easy to offend peers, it is more difficult to attract partners to build together.
Secondly, let's look at Haier's smart home platform. This model can be summarized as the "self-help" mode. The self-rescue mode refers to the self-rescue of the home appliance industry. In the era of smart home, the home appliance enterprises themselves will not be changed and will be subverted by others.
Haier's U platform is currently the most mature smart home platform. As a traditional hardware manufacturer with relatively old qualifications, sufficient funds and abundant products, Haier has a strong appeal and a relatively large user base in the home appliance industry. It is Haier's heavy responsibility to improve the volume of sound for the entire smart home market through its own influence. At present, Haier U platform has opened interfaces such as cloud service data, intelligent hardware and APP to partners.
The self-rescue mode of Haier's U platform is to first develop a software agreement to connect its own products into a platform, and then let other manufacturers' products join its ecosystem through the opening of the agreement. The starting point is to upgrade your own products and then build the ecosystem together. Overall, it is the platform that can attract hardware manufacturers to join. On the one hand, because there is a big brother in front of the demonstration, on the other hand, the platform's requirements for the partners are not as strong as Xiaomi, and easy to access. However, because of the low platform control, the participants are numerous and messy, the cost of communication and coordination will be very large, and it is difficult to create perfect product services, which will directly reduce the user experience in the future.
Finally, Jingdong's smart home platform, this model can be summarized as the "empty gloves white wolf" mode. The reason why the empty gloves white wolf means that it can operate at low cost. If the platform is really done, the platform will benefit greatly.
In 2014, Jingdong invested in the smart home enterprise Broadlink, released the JD program and Jingdong Intelligent Cloud, and launched a “super App†that can control different intelligent hardware devices. In general, the software platform was launched. The Lord, and called on partners to join, has less investment.
Jingdong's smart home platform has fewer highlights, mainly relying on its own sales channel advantages to attract partners. The biggest advantage of the platform is that it can establish a better distribution model of interest. There is basically no conflict of interest among the participants, and the distribution of interests is relatively balanced.
The three platforms have their own advantages and disadvantages
Smart home is a big market. In the future, the market capacity will be more than one trillion, and each mode will have its own living space. The most likely market pattern in the future will be: the local mode represented by Xiaomi will create the best quality intelligent product platform ecosystem, which has the largest profitable space; Haier represents the most professional self-help mode in smart products. Subdivided platform has become an excellent intelligent home appliance platform; a group of empty gloves and white wolf mode represented by Jingdong will be the platform with the largest market share in smart products. There are many participants in the platform ecosystem, and there are many business models, but the profitability is not high.
Lei Jun said that doing business should "make a lot of friends and make fewer enemies", but at present, Xiaomi's platform model is hard to say that it can do this. Xiaomi's platform has been a combination of software and hardware since its inception. It has both mature and large-scale system software "MIUI", as well as a series of smart products such as Xiaomi mobile phone, Xiaomi TV, Xiaomi routing, etc. As a back-end support, the platform can be said that even without a partner, Xiaomi can provide users with a complete and excellent smart life experience. The open interface to other intelligent hardware vendors is conducive to enriching the Xiaomi platform intelligent product line, educating users, and quickly occupying the market has great benefits. Xiaomi's intelligent platform has a semi-open and semi-closed nature. Semi-closed is easy to create a good user experience. Semi-opening is easy to create a rich ecosystem of intelligent products. Once the entire mature platform is established, it will have strong bargaining power for users.
Haier's U platform is currently the most intelligent home platform for participating partners. It can be seen that Haier has a huge influence in the home appliance industry. However, the U platform is very burdensome. It is a task that carries the transformation and upgrading of the traditional home appliance industry. It is more about the improvement and improvement of the original home appliances. When it really touches the fundamental interests of the home appliance industry, it is difficult to promote. . For example, in the future, smart life is the integration of various smart products and mutual interaction. The value chain of the industry may not be on the home appliance hardware. Haier itself is a home appliance enterprise, so it is difficult for the platform to coordinate the interests of home appliance enterprises. In addition, although there are many participants in the U platform, the organizational control is far looser than the Xiaomi platform. For the user, the smart home is a whole service, so the cooperation of the U platform is very difficult. It can be predicted that if Haier platform leaves the home appliance industry, it will not have much advantage. It is better to only do the intelligent platform of the home appliance industry.
Jingdong's smart home platform is a typical light asset and Internet-based operation mode. It does not have the same hardware burden as Haier, nor does it have the conflict of interest between Xiaoyi and its partners. Therefore, if the platform can have excellent performance, Software development and promotion capabilities, this model will go the fastest and most extensive. However, this intelligent platform model has many competitors, such as Google, Baidu, Tencent, etc., so we predict that this model will be the most mainstream intelligent platform model, the smart product ecosystem is the most abundant, but the profit model will also The most difficult to determine.
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