Major listed companies in the smart home equipment industry: At present, the domestic listed companies in the smart home equipment industry mainly include Xiaomi Group (1810.HK), Midea Group (000333), Haier Intelligence (600690), Alibaba (9988.HK), Gree Electric (000651), Changhong Meiling ( 000521), etc.
The core data of this article: smart home sales channels, configuration size, configuration rate, brand structure
1, smart home equipment sales channels are rich
From the perspective of the industry's sales channels, according to the different customer groups of the direct face of the smart home equipment products, the Chinese Smart home equipment industry sales channels can be divided into two main directions, are mainly facing the real estate companies, home improvement companies, system integrators, smart home consultants, the front of the market channels and directly facing the end consumer after the installation of the market channels. Product sales in the front market channels are often combined with the overall solution; the aftermarket can be further divided into online channels and offline channels, online channels that are sold in e-commerce platforms, including Taobao, Tmall, Jingdong, Suning Ebay, Pinduoduo, and Gome Online, etc.; the offline channels include brand stores, telecom carriers, distributors and agents, and smart home experience stores.
2, front-loading demand scale expansion, hardcover security outstanding performance
--Real estate residential market smart home demand growth
In the new crown of the epidemic, the public have a Contactless, security, intelligence, convenience and other characteristics of the smart home equipment products have a deeper understanding of the smart home industry recognition has been improved to some extent, adding impetus to the growth of market demand.
AVC monitoring data show that in 2020, China's residential real estate supporting smart home renovation project has 3095, supporting the scale of 2.739 million sets, an increase of 21.6%; in 2020, China's real estate residential smart home configuration rate reached 84.2%, an increase of 15.1 percentage points compared with 2019; the configuration rate increased at the same time, the China's real estate residential smart home market scale also further expanded, up 21.6% year-on-year, of which the refined decoration market is outstanding.
-- Intelligent security configuration rate of over 68% in the fine decoration market
According to the data of the report of AVC (AVC), smart door locks, smart security, smart toilets, smart curtains, smart lights, smart drying racks, etc. are the current real estate Intelligent home products with the highest popularity in the finishing market. Security smart home equipment is popular in the finishing market, in 2020, the demand for smart security and smart door locks are more than 2 million sets, of which the scale of smart security support amounted to 2.22 million sets, smart door locks were 2.101 million sets, and the rate of the two configurations reached 68.2% and 64.6%, respectively. Intelligent drying racks and smart switches for the high-growth smart home products for the renovation market, supporting the scale of growth rate of 91.8% and 96.1%, respectively.
--Veteran home appliance companies are trusted by the front-loading market
From the perspective of the market pattern, in China's real estate residential finishing market in 2020, veteran home appliance companies -- the -Midea's smart home equipment market share is the highest, reaching 13.1%; 3C enterprises - Huawei's market share of the second 9.1%; emerging smart innovative enterprises - Oribe's market share is located in the third for the 7.4%. It can be seen, in the smart home of the front of the market, the old home appliance enterprises trusted, at the same time, emerging innovative enterprises to catch up, the market competition is more intense.
From the current layout dynamics of smart home equipment companies, technology giants make efforts to supplement the pre-installation market. To millet technology, for example, at the beginning of 2021 millet technology millet millet formal shares in the old home furnishing enterprise Dongyi Risheng, become the second largest shareholder of the company. Xiaomi, as a pioneering enterprise of smart home equipment single product, unfolds the active cooperation with home decoration enterprises, revealing the trend of smart home equipment enterprises to enter the front installation market. With the growing popularity of the whole set of smart home solutions under the front installation mode, Ali, Xiaomi, Huawei and other technology giants have made efforts in the front installation market.
3, after the installation of the market is easy to be accepted by the end consumer
Smart home after the installation of the market is for the completion of the whole house decoration of the end consumer, the purchase of smart home hardware single product, through the wireless connection to make the product interconnection in order to realize the intelligence of home products. Based on the convenience and low-cost features of smart home after-installation, the after-installation market is the first choice for most users to try to start a smart life. The key products installed in the after-installation market include smart TVs, smart refrigerators, smart air conditioners, floor sweeping robots and smart washing machines, etc. The devices are mainly used in audio-visual entertainment, smart kitchens, smart bedrooms and other scenes. Smart home single product manufacturers in the after-installation market can distribute their products through online channels and offline channels. Relevant research data show that end consumers in the aftermarket of smart home devices are mainly concentrated in first- and second-tier cities, with the number of male users accounting for a slightly higher proportion than that of women.
4. Intelligent decoration brings vast space for the front installation market
With China's real estate industry gradually expanding to the pursuit of fine development, the intelligent decoration of the building will bring further growth potential for the smart home front installation market. According to AVC real estate data forecasts, the scale of demand for smart home devices in China's finely decorated real estate market will continue to grow, with the most significant potential for smart door locks, which are expected to reach 4.66 million sets in 2022, with the configuration rate expected to increase to 93.5%. The real estate market is the most important channel for sales of smart home equipment front-loading, the development of hardcover intelligence will inevitably bring broad space for the development of smart home equipment front-loading market.
In addition, the smart home is gradually becoming the standard of hardcover housing at the same time, but also need to be installed after the market for further supplementation and optimization. In the long run, the future complete, mature smart home equipment market or will be towards the "pre-installed as the main, post-installed as a complementary" direction, in the pre-installed on the basis of reserved wireless ports, post-installed market for personalized supplement.
The above data refer to the China Smart Home Devices Industry Market Outlook and Investment Strategy Planning Report by Prospect Industry Research Institute.