The core data of this paper: smart home sales channels, configuration scale, configuration rate, brand structure.
1, there are rich sales channels for smart home equipment.
From the perspective of industry sales channels, according to the different customer groups of smart home equipment products, the sales channels of China's smart home equipment industry can be mainly divided into two directions, namely, the pre-installation market channels mainly for real estate companies, home improvement companies, system integrators and smart home consultants, and the post-installation market channels directly for end consumers. Product sales of pre-installed market channels are often combined with overall solutions; The automotive aftermarket can be further divided into online channels and offline channels. Online channels are sold on e-commerce platforms, including Taobao, Tmall, JD.COM, Suning.cn, Pinduoduo and Gome Online. Offline channels include brand direct stores, telecom operators, distribution and agents, and smart home experience stores.
2. The demand for front-loading is expanding, and the anti-counterfeiting performance of hardcover is outstanding.
-The demand for smart homes in the real estate residential market has increased.
Under the influence of COVID-19 epidemic, people have a deeper understanding of smart home equipment products with the characteristics of non-contact, safety, intelligence and convenience, and the recognition of smart home industry has been improved to a certain extent, which has added impetus to the growth of market demand.
According to AVC monitoring data, in 2020, there will be 3,095 smart home supporting fine decoration projects in the national residential real estate, with a supporting scale of 2.739 million sets, up by 21.6% year-on-year; In 2020, the smart home allocation rate of real estate housing in China will reach 84.2%, an increase of19 15. 1 percentage point; While the allocation rate has increased, the size of China real estate residential smart home market has also further expanded, with a year-on-year increase of 2 1.6%, among which the fine decoration market is outstanding.
-The smart security configuration rate in the fine decoration market exceeds 68%
According to the report data of AVC, smart door locks, smart security, smart toilets, intelligent curtain, smart lighting and smart clothes hangers are the most popular smart home products in the real estate fine decoration market. Security smart home equipment is very popular in the fine decoration market. In 2020, the demand for smart security and smart door locks will exceed 2 million sets, including 2.22 million sets of smart security and 210.10,000 sets of smart door locks, with the allocation rates of the two sets reaching 68.2% and 64.6% respectively. Smart clothes hangers and smart switches are smart home products with high growth in refined decoration market, and the supporting scale growth rate reaches 965,438+0.8% and 96.65,438+0% respectively.
-Established home appliance enterprises are deeply trusted by the pre-installation market.
From the perspective of market structure, in 2020, in the fine decoration market of real estate houses in China, Midea, an established household appliance enterprise, has the highest market share of smart home equipment, reaching13.1%; 3C enterprise-Huawei's market share is 9.1%; Euribo, an emerging intelligent innovation enterprise, ranked third with a market share of 7.4%. It can be seen that in the smart home pre-installation market, established home appliance companies are deeply trusted. At the same time, emerging innovative enterprises are catching up and the market competition is fierce.
Judging from the current layout dynamics of smart home equipment enterprises, technology giants are making efforts to supplement the pre-installed market. Take Xiaomi Technology as an example. At the beginning of 20021,Xiaomi Technology Xiaomi officially invested in Dongyi Risheng, an old-fashioned home improvement enterprise, and became the second largest shareholder of the company. As a pioneer enterprise of smart home equipment, Xiaomi actively cooperates with home improvement enterprises, revealing the trend of smart home equipment enterprises entering the pre-installation market. With the increasing popularity of the whole smart home solution in the front-loading mode, technology giants such as Ali, Xiaomi and Huawei have made great efforts in the front-loading market.
3. The aftermarket is easily accepted by the final consumers.
Smart home aftermarket is to purchase smart home hardware items for the end consumers who have completed the whole house decoration, and connect the products through wireless connection to realize the intelligence of home products. Based on the convenience and low cost of smart home afterloading, afterloading market is the first choice for most users to try to start smart life. The key products installed in the aftermarket include smart TV, smart refrigerator, smart air conditioner, sweeping robot and smart washing machine. The equipment is mainly used in audio-visual entertainment, smart kitchen, smart bedroom and other scenes. Smart home single product manufacturers in the aftermarket can distribute products through online and offline channels. Relevant research data show that the end consumers of smart home equipment aftermarket are mainly concentrated in first-and second-tier cities, among which the proportion of male users is slightly higher than that of women.
4. The intelligentization of hardcover has brought a broad space for the front-loading market.
With the gradual expansion of China's real estate industry's pursuit of refined development, the intelligentization of finely decorated buildings will bring further growth potential to the smart home front-loading market. According to AVC real estate big data forecast, the demand scale of smart home equipment in China hardcover real estate market will continue to grow, among which the potential of smart door locks is the most significant. It is estimated that the supporting scale of smart door locks will reach 4.66 million sets in 2022, and the allocation rate is expected to increase to 93.5%. The real estate market is the most important channel for smart home equipment front-loading sales, and the development of hardcover intelligence will inevitably bring broad development space for smart home equipment front-loading market.
In addition, while smart home is gradually becoming the standard of hardcover room, it needs to be further supplemented and optimized in the aftermarket. In the long run, the complete and mature smart home equipment market in the future will develop in the direction of "front-oriented, rear-oriented". Wireless ports will be reserved on the basis of pre-installation, and the post-installation market will be personalized.
The above data refer to "China Smart Home Equipment Industry Market Prospect and Investment Strategy Planning Report" by Forward-looking Industry Research Institute.