2016 is the trough of intelligent hardware, media, capital, practitioners are not optimistic about intelligent hardware. However, on the other hand, Europe and the United States market, from product sales to new product releases did not stop, but there is a trend sweeping the traditional electronics industry. As a smart hardware veteran focusing on the US and European markets, there are some things that do not vomit at the low ebb of smart hardware.
Intelligent hardware products in Europe and the United States market status quo
Last week, the United States travel three days, learned that a mainstream retailer 300,000 smart home products Christmas shopping plan. Two days ago received another customer mail, to 10,000 samples of similar products. Last week, the agency also learned that the United States, one of the largest television shopping channels qvc before Christmas smart socket sales plan of about 500,000. Two months ago, at Minneapolis (target, Best Buy headquarters), the customer informed Best Buy smart camera a brand's weekly sales peak reached 400,000.
These sales numbers are unimaginable in 2015.
Recall that in 2011, one of the largest distributors in the United Kingdom, 2020mobile (now acquired by Softbank), revealed that in the United Kingdom, the annual sales in 2012 were more than 1 million if the jawbone bracelets they were dealing with were not sold without quality reasons.
Intelligent hardware in North America and Western Europe from the first 10 years Apple app Bluetooth interface began to jawbone smart bracelet for the first wave, and today the market has more than one product, many rounds of publicity repeated attacks, gradually maturing. When consumers buy products, they pay more attention to product functions, convenience and cost performance of their own lives, and seldom pay attention to whether the products carry smart hardware labels.
The North American market, retailers, manufacturers, brand merchants in the promotion of the product is also the time to highlight the products that consumers can bring convenience to life Therefore, the intelligent hardware as a natural iteration of the traditional products, the smooth entry The mainstream market and began to be accepted by the public.
Intelligent hardware is an intermediate state, its past is consumer electronics, tomorrow is the Internet of Things node
From the past, the consumer electronics industry into the smart hardware manufacturers and retailers such as Europe and the United States, such as Best Buy, Philips, GoPro and other existing channels, brands, financial advantages, homeopathic into the intelligent hardware market and began to gain profits. At the same time, IoT-oriented technology product providers such as Slock.it and Canary Security, which are future-oriented, will quickly take advantage of the future of the Internet of Things market by innovating their technologies and innovating their sales models in combination with traditional channels.
For most foreign brands, channels, and retailers, the only value that intelligent hardware has is higher profitability through product differentiation. Compared with their counterparts in China, they place more emphasis on product profitability, sales volume and market prospects. They will repeatedly challenge the opinions of consumers, downstream customers and channels before placing a product on their products, and will actually formally enter into the company even after obtaining orders Budget to develop a product; they are more concerned about the product's PMF (Product Market Fit) and not just the product's technology is ahead.
In this trillion-dollar market, they are like smelly hyenas, quickly discovering and capturing the opportunity to make big profits. Because of this, startups with foreign-made smart hardware tend to grow from start-ups to grow into companies with annual sales of tens of millions of dollars in 1-3 years. In 2013, Jamie Siminoff, Ring's smart doorbell CEO, had a brief meeting in Los Angeles when he just finished a crowdfunding of unsuccessful Apple chargers. He just started the next project, which is later known as the smart doorbell ring There are only 3 people in the team including all part-time jobs.
And three and a half years later, his products have entered almost all mainstream American retail channels, including Costco. Just that online retailer Amazon has annual sales of more than 15 million US dollars. In the United States, there are many companies like Ring, of course, more rapid old hardware brand intelligent transformation.
As GE entered the previous year, intelligent lighting, HoneyWell and Nest die smart temperature control, Underarmor through acquisitions and self-study into smart wear. These companies are well aware that smart hardware, which has its roots in consumer electronics and is rapidly becoming part of the IoT Nodes, is or will be an important business growth driver for them.
Innovation is fundamental to the success of smart hardware products, but innovation is not limited to the product itself
Most of the domestic companies that make smart hardware have been self-proclaimed by innovative companies for the past few days, but most of the domestic companies are engineer-driven companies, mainly considering what can be the starting point for product innovation rather than what Products to meet customer needs as a starting point to consider product innovation. Not to mention the models and figures to verify that the product has a market outlook, whether to meet customer needs.
The product sales, the product is often not how advanced the technology, how cool the function, but whether the product can meet the consumer just need, the product price policy can meet the requirements of downstream channels and retailers, whether the product itself Enough newsworthy (NewsWorthy), and can attract enough media attention.
Everyone now knows about the success of GoPro, but is it just a product of success? If it's a product, why is the less costly millet unsuccessful? The answer to this question is the myriad of GoPro-logo extreme sports on social media , Beautiful scenery, video clips of life inside, every video is driven by a few dozens, as many as millions of users to browse, these views inside a lot of conversion into sales.
Innovation should take full account of user needs, grasp the situation just need to find the technology to meet the needs, not the other way round.
Due to the working relationship, there have been fortunate enough to deal with hundreds of domestic and foreign hardware start-ups. Some typical topics discussed by domestic intelligent hardware companies are compared with the topics discussed by foreign intelligent hardware companies as follows:
Domestic smart hardware company
Our products are the lowest in the world
We think the function of this product is just need, there will be a market, quickly make this product and then to sell it
We want to buy Best Buy, Wal-Mart; how can we get in as soon as possible
Our product gross margin is expected to be around 40%, and we will not do product with gross profit less than 30%
Foreign intelligent hardware company
Our products can guarantee 40% of retailers, dealers 15% profit, and no similar products on the market
This is gfk's market report, from the above to see the potential market size, and the other, our product has been released to now tens of thousands of fans, thousands of pre-orders in order to control the risk, fully verify the market, we want to second-tier retailers and channels Start and then Best Buy, Wal-Mart and other customers
We want to make sales as soon as possible, and then do the next round of financing, low profit point does not matter
As can be seen from the above table, the domestic companies are more logical considerations of how to push the product out and then the "push" of sales. Foreign companies are more concerned about which products are more marketable and then carry out product development. problem.
Therefore, domestic and foreign companies focus on product innovation thinking mode, logic, function points are therefore a big difference. And it is this difference that leads to huge differences in revenues, brands, user grasps, etc., for domestic and foreign companies. From this perspective, some domestic OEMs are closer to the logic of thinking abroad than many of the elite teams of intelligent hardware companies. This may also be one of the reasons why OEMs 'smart hardware shipments are much larger than the startups' smart hardware shipments.
Intelligent Hardware North American sales in Europe will continue to grow rapidly in 2017, a market that smart hardware companies can not give up. Compared to the domestic demand for pseudo-chips, the figures of crowdfunding and water-filling, small foreign companies are constantly looking for customers just need to carry out product innovation at the same time, foreign giants are building their own intelligent hardware ecosystem. Europe and the United States (especially North America) market, has the world's largest group of early adopters (Early Adopter). This is a hard-hit company dream of high-quality customer base.
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