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The following is the In the third quarter of 2020, China’s smart home equipment market will ship about 51.12 million units, a year-on-year decrease of 2.5% From IDC recommended by recordtrend.com. And this article belongs to the classification: IDC, Smart home.
“IDC China smart home equipment market quarterly tracking report” shows that in the third quarter of 2020, China’s smart home equipment market will ship about 51.12 million units, a year-on-year decrease of 2.5%. The market downturn was mainly affected by the decrease in the shipment of smart speakers and home video entertainment equipment. In the third quarter, the shipment volume of smart speaker market was about 8.29 million, down 14.7% year-on-year, and that of home video entertainment equipment was about 12.38 million, with a year-on-year decrease of 19.9%. The market of home security monitoring, intelligent lighting and intelligent temperature control continued to grow rapidly. In the third quarter, the shipment volume increased by 28.6%, 110.5% and 337.5% respectively.
In terms of the share of manufacturers, Xiaomi remained the first. In addition to the continuous large-scale shipment of TV and speaker, the shipment of intelligent temperature control, door lock and lighting equipment in this quarter increased rapidly year-on-year, injecting vitality into its hardware ecology. Midea ranks second, with its intelligent pace leading in many household appliance product lines such as air conditioners and washing machines, and actively arranges the intelligent lighting market and develops new growth points. Haier ranked third, with smart appliances as the main competitive chip, accounting for more than 80% of its shipping volume.
In the third quarter of 2020, after the first quarter of this year, China’s smart home equipment market saw a negative growth again. In addition to the impact of the epidemic situation and macro-economy, there are three main reasons: 1) the supply of upstream components is tight: there is a gap in the supply of upstream panels and chips in the middle and later period of the third quarter, which will bring adverse effects on the shipment of smart TV, smart speaker with screen and security monitoring equipment With the same degree of impact, smart TV has been significantly impacted, which should have been a dismal ending of the third quarter of the peak shipment period. 2) The growth of online channels is under pressure: the growth pull of e-commerce channels on the smart home market tends to stabilize, and the release of online demand needs to find new stimulus factors. 3) The lagging development of ecological services hinders the pace of intelligent development: the smart home market as a whole presents the development mode of equipment first, and the improvement of ecological services is relatively backward. Especially, the intelligent and scene application of large household appliances market is still in the initial stage of development, and the lack of ecological support has led to the slowdown of the intelligent speed of Dazhou power market.
In the third quarter, China’s smart home equipment market saw a slight decline in shipment, but the upgrading of terminals, ecology and channels did not stop. The market as a whole is in an adjustment period. Major manufacturers should seize the following three opportunities to lay out future development:
1. Improve the aiot capacity of the equipment
Aiot capability is embodied in AI capability and IOT platform connection, which is the basis of smart home market development and the embodiment of core competitiveness of manufacturers. AI capability will be used more widely and skillfully in the smart home market. In the future, multimodal human-computer interaction combined with voice, vision and screen, as well as the continuously upgraded machine learning ability, will bring more extensive application scenarios for smart home devices. In terms of IOT platform connection, 76.3% of the smart home devices shipped in the third quarter of 2020 can be connected to the Internet platform to realize device linkage. This proportion will continue to increase in the future. At the same time, the development of scenario based interconnection skills needs to be further enriched to improve the device linkage experience.
2. Close cooperation in ecological industry
In the future, the whole market will be faced with various uncertainties, among which the change of upstream supply chain is crucial to the overall industry. Strengthening the close cooperation with upstream suppliers will help manufacturers maintain stable supply of components and improve their ability to cope with risks. At the same time, it is conducive to accelerate the pace of cooperation between chip manufacturers and original manufacturers. In addition to the construction of back-end platform, the development of front-end service application is also an indispensable part of ecological construction. Manufacturers should pay more attention to the cooperation with developers and provide a convenient and efficient development platform to accelerate the development of service applications that meet the needs of aiot and fill the smart home ecology.
3. Actively arrange and sink the market
At present, the purchase and use of smart home equipment in China are mainly concentrated in the first to third tier cities, and the penetration of the fourth to sixth tier cities is far from enough. The dividend of sinking market has begun to take shape in the smart speaker market, and its broad development space is expected to open another round of rapid growth of the overall smart home market. The distribution of level 4 to level 6 cities requires channel sinking. On the one hand, it can effectively reach users offline through cooperative regional agents, mobile phone communication, mother and child education and other channels. On the other hand, the emerging business platform represented by Kwai Fu and fast hand also provides online channels for the layout of the sinking market, whose social attributes are conducive to enhancing product exposure and awareness, while large subsidies also have a strong impetus to the transformation of purchase. Manufacturers should combine their own advantages to layout. The sinking market is still blue ocean, and the manufacturers who take the lead in layout will enjoy the first mover advantage.
Liu Yun, an analyst at IDC China, said: “at present, China’s smart home market is in the stage of industry adjustment. Different from the rapid growth of the past shipment volume, the market development is more reflected in the upgrading of technical capacity and ecological layout. For manufacturers, this is the key period to adjust the layout and accumulate energy. The strategic layout in terms of product capability, ecological construction and channel expansion will give manufacturers the first opportunity in the next round of market development. “
More reading: IDC: it is estimated that 67% of the smart home devices will be connected to the home interconnection platform in 2019 IDC: it is estimated that the global smart home equipment shipment will reach 854 million units in 2020, with a year-on-year growth of 4.1% IDC: it is estimated that the global smart home devices will reach 832.7 million in 2019 With a year-on-year growth of 26.9%, IDC: China’s smart home market is expected to ship 150 million units in 2018 IDC: Top 10 forecast of China’s smart home market in 2019 IDC: smart home interconnection platform IDC: the global smart home equipment shipment will reach 168.6 million units in Q1 of 2019 CTA: US consumer technology industry revenue will reach US $422 billion in 2020 Analysis: global sales of smart home devices are expected to reach 32 million in 2025 CTA: retail sales of consumer technology in the United States will reach $398 billion in 2019 and the first half of 2020 in some countries around the world think now: three out of 10 Americans plan to buy smart home products Ipsos: 68% of the rich are worried about the safety of smart homes
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