Half-year review of smart hardware: shuffling in the wearable industry

In the first half of 2015, it was the half year of the explosion of the intelligent hardware industry. Whether in Silicon Valley in the US or Beijing and Shenzhen in China, the tide of smart hardware entrepreneurship has swept the entire technology circle, and this is seen as another wave of technological revolution after smartphones.

In the past six months, smart hardware has been involved in many aspects such as fitness, medical health, transportation tools, home entertainment, etc. A large number of Internet giants such as Alibaba, Tencent, and Jingdong have poured huge sums of money into the entire intelligent hardware industry. tuyere.

In the past six months, more people have been using the banner of intelligent hardware to use their various selling points and concepts to feel the presence. Many people no longer look for projects directly, but instead choose to invest in the back of the incubator.

In the past six months, some people have been shouting: "Intelligent hardware is a pit" and "smart hardware is a traditional industry." However, the data corroboration - according to Jingdong's recently released domestic intelligent hardware industry report for the first half of 2015, during the reporting period, domestic smart hardware sales increased by 264% year-on-year, user volume increased by 215%, and the price of smart hardware customers. Also increased by 50 yuan.

Below, the author will take half a year to inventory the development of intelligent hardware in the first half of 2015. From this, we may be able to see the trend in the second half.

1. More and more music playback products. These players include large and small stereos, earphones with screen or step size, and even smart radios. The most impressive thing is the various headphones and stereos at the first CESAsia in Shanghai. Bose, Beats, Iron Triangle and other big brands have not made subversive innovations in music playback products, but some startups have some different attempts. For example, the crowdfunding price of 199 yuan, the triangular shell shape of the shell portable audio, installed a color screen to do independent headset player Vinci smart speculation, long standby time, portable magic tone Bluetooth headset.

2. Although Xiaomi used Xiaomi mobile power to shuffle the mobile power market, there are still many manufacturers entering the market. Searching from e-commerce and crowdfunding platforms is a large number of mobile power supplies, and even Meizu has to enter. Mobile power itself is not smart hardware, but as an accessory, it has a big market: people around me are almost one or two people. There are three development trends in mobile power: alien, large capacity, and low price. However, since Xiaomi’s entry, many low-cost mobile power supplies have been in a relatively awkward position. However, some mobile power manufacturers who have done different shapes and values ​​are selling well. For example, Yihao claims to rely on mobile power to enter 20 million a year.

3, VR (virtual reality) products are getting more and more popular. According to Dianchi, the CEO of the Fireworks Workshop, which is a VR player platform, in addition to companies that make VR content, accessories, and platforms, there are more than 90 companies that do VR glasses. The price of mobile phone glasses from 99 yuan, there are thousands of VR. machine. However, it is more obvious that there are very few companies in China that can make excellent optical solutions for VR glasses.

4. The mobile phone itself has not changed much in the past six months, but the mobile phone industry has changed. In the first half of the year, domestic mobile brands such as Xiaomi, Meizu, Huawei, Vivo, and nubia launched the flagship machine. LeTV also launched its own mobile phone; 360 Coolpad joint venture company launched the new mobile phone brand Qikuo, also acquired the cool God mobile phone business to do low-end mobile phones; home appliance giant Gree also launched its own mobile phone brand. However, in the first half of the year, China’s smartphone sales fell for the first time. In the case that the domestic mobile phone market is becoming saturated, Chinese mobile phone brands are beginning to switch to the European and American markets; Xiaomi has also found another way out: the world is so big, go to India to see.

5. The smart home industry has begun to improve. In 2014, smart homes were only fierce in concept, and some products were scattered. But this year is different: Apple HomeKit debuted; Google launched the Brillo IoT operating system, Google Nest repeatedly voiced; Microsoft's Windows10IOT seems to be painless, but for developers to open a cloud platform, embedded platform, .NET In the framework development, developers can develop three levels at a time; in China, in addition to the platforms such as Jingdong Super APP and Alibaba Life Museum, which were unveiled at the end of last year, Tencent launched YunOS this year and Huawei launched a lightweight Internet of Things operating system of 10MB. ...... This is the software level, the hardware part of the intelligent hardware is not idle: a large number of environmental monitors (CO2, temperature and humidity, formaldehyde, etc.), air purifiers, water purifiers, smart door locks, smart appliances, smart sockets , cloud camera, routing, set-top box... too much. To give a few examples: Xiaomi, who bought shares in the US at the end of last year, is about to launch its own products; iKair has launched nine Maxense sensors for enterprise users.

6. The voice of intelligent transportation is extraordinarily large this year. At CES and CESAsia (Electronic Consumers Show), Google, Audi and Mercedes-Benz automakers have launched self-driving cars or related concept cars. Various manufacturers of post-installation accessories are not idle: car navigation devices such as polar beans, intelligent OBDs such as CarCore and AotuBot, smart driving recorders such as Goluk and 360; and products such as car monitors are also not available. Short-distance transportation is also not possible: Lexing balance car (also called position car), Xiaomi investment, acquisition of Sineway (the originator of the car) Ninebot balance car, LeTV, BeginONE, Rockefeller and other smart bicycles (700Bike is smart now It is still unclear, Baidu launched the DuBike smart bicycle at the end of last year, and the former BAT executive Li Yinan’s Maverick electric car.

7. The presence of smart hardware and smart hardware in the health industry is strong. Perhaps because people pay more attention to health and the "intelligence" of smart medical care is more software-oriented. Compared with smart home and intelligent transportation, the smart medical industry has been slow to promote. Of course, there are also government cautious attitudes towards the medical and health industries. According to Happy Mommy CEO Tao Jianhui, it took more than half a year to apply for a secondary medical device for the fetal language instrument. However, in the first half of 2015, there were more medical and health smart hardware. For example, GYENNO launched the medical equipment anti-shake spoon, health product cups and watches, and easily launched the smart "Chinese medicine massage" gloves.

8. The wearable industry has done some shuffling. The obvious shuffling is that the homogenized small brand smart bracelet is less, and some bracelets still surviving emphasize the selling points of “specializing for children” and “specializing for women” (marketing segment); the smart watch industry has formed The AndroidWear is a smart watch represented by MOTO360, AppleWatch, and the Android modified version of the operating system smart watch represented by TIcWatch and inWatch. In addition, although Google glasses disappeared, but China's "disciples of the Glass" are a lot more. They are naturally not copying. For example, there is an IR (information prompt)-based 哆哚Glass, and a commercial-oriented (toB)-representative Lenovo NBD (new business development department) newglass.

9. In the past six months, many intelligent hardware manufacturers have become more clear-headed than before, and they are desperately trying to differentiate themselves and find ways to survive. After a year or two of hard work and observation, people in many industries have one thing clear: it is difficult to make technical thresholds for smart hardware. Several CEOs who have been interviewed by Zhizhi said that they want technology. Going to Shenzhen for a turn around. What about smart hardware? Still no one knows, just like an investor in Jingwei said, only keep trying. The result of the test is that there are some more reliable methodologies: some copywriting such as “doing vertical”, “making for **”, “doing premium”, “doing high-end”, and “making platform” often appear in the intelligent hardware industry. These copywriting is the company's strategic plan, the selling point is also the marketing concept. But in any case, it is a good idea to increase the profitability of the user's sticky performance and create value for the user. Happy mommy in the maternal and child field is an example of this. Happy Mommy CEO Tao Jianhui has always called “specializing in the maternal and child field” and making the scales “mother and baby safety scales”; now, he has also done a happy mommy mother-infant platform for data collection, consultation and information services.

10. In the past six months, there have been more and more incubators/accelerators for government, venture capital institutions/people, and large companies. Many incubators/accelerators have gathered a group of intelligent hardware teams. There are nebula and hard eggs that mainly provide supply chain services, too Firebirds and Sui Chuang, which focus on design services, and Microsoft Venture Capital, which provides office space, counseling, and resource docking. There is also an incubator base that provides nothing and can't provide anything. Now, it seems that there is not a few space creations, venture capital cafes, and incubation bases in a first-tier city. One of the most ridiculous things I heard was that a real estate developer decided to take out a section of the original office building to create a new product in just 5 minutes – providing an office and communication platform for entrepreneurs. However, this new product, like other areas in the building, closes at 10 o'clock every night, and the startup team needs to find another place if they want to work overtime.

In the first half of 2015, we can see that Apple Google has appeared on the scene, BAT has entered the game; the upstream and downstream industry chain and industry ecology have begun to form, intelligent hardware is no longer self-proclaimed by small-scale entrepreneurs, and product forms have gradually been consumed. Know and accept.

In the first half of 2015, we can also see that the middle and low-end products are still the mainstream of the domestic market. The brand premium, technology maturity and ecological construction are still immature, and the gimmicks of smart homes are still emerging. Establishing standards, lowering user thresholds, and creating products that better meet the actual needs of consumers have become the top priority for the next six months.

“Consumers don’t know what they need until we come up with our own products, and they find that this is what I want” – for many people, Steve’s famous quote is still echoing in the ears for many years; For entrepreneurs in the smart hardware industry, there is still a long way to go to create a truly explosive product, a benchmark, and a product that will make consumers shine.

However, for the second half of the year, we still have reason to have confidence, isn't it?

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