There is no way out to solve new problems with old knowledge, and a new business model must be established.
The nature of the business model in the Internet of Things era has changed in essence. It is not the idea of ​​integrating sales channels from the perspective of supply chain, nor is it the thinking of mobile Internet to burn money, but to put smart hardware, IoT cloud platform and operators. The roles of real estate and home improvement are organically organized to meet the "service" needs of consumers. At the same time, once the new business structure is formed, it will be more stable than ever before, and it will be as hard as a diamond.
â–² Figure: Diamond is the hardest natural substance that humans have recognized so far.
The traditional supply chain model has come to an end
Alfred Marshall's "Principles of Economics" puts forward the "scale economy theory". By expanding the scale of investment and increasing the economics of mass production, enterprises seek compensation from economies of scale. Because of the short-term benefits (lower unit costs and increased market share) brought about by economies of scale, competitive companies will choose to expand their production scale.
However, in the long run, when all the same types of enterprises expand at the same time, it will inevitably lead to overcapacity. Enterprises have to: 1. Continuously integrate channels and the power of channel terminal stores to start the battle for the market; 2. Expand the scale again to lower the unit cost; 3. Reduce price promotions and dilute profits. The resulting challenge is that the relationship between supply and demand is reversed, and the channels force the manufacturing companies and even the entire supply chain to squeeze the profit margins of manufacturing companies, presenting the result of “channels are kingsâ€.
What is a supply chain? The basis for the unification of channels and merchants is cash flow. The greater the cash flow is, the greater the cash flow of individual products, the higher the profit margin of each other, and everyone can share. However, excessive reliance on cash flow and weak control of profit margins have already damaged the innovation ability of manufacturing companies. The result must be diminished product utility. Once the marginal profit tends to zero or even negative, the supply chain approach has come to an end.
This is the collective dilemma of manufacturing companies.
Internet thinking can't do smart hardware
The Internet is a tool, essentially an information channel.
The arrival of the Internet era has broken the channel monopoly of traditional offline dealers represented by Gome and Suning. In the era of mobile Internet, the trinity of operators, mobile phone manufacturers and Internet content providers constitutes a "graphite architecture" business model. Among them, the construction of operators' networks and the popularization of mobile devices are the foundation, and the rich Internet application content is the reason for the full outbreak of mobile Internet.
Why do Internet thinking do not work smart hardware? First of all, Internet thinking has created a batch of "pseudo-intelligent" hardware that blindly follows the trend. Looking back at 2012-2016, it is not difficult to find that a large number of enterprises are getting together to do surveillance cameras, get together to make smart bracelets, and get together to make smart sockets. If you haven’t started selling, the price will be set directly or even lower than the hardware cost. Its name is “circle users, grab the entranceâ€, and it is found that the APP activation rate is extremely low, and the back-end pile of data is all dead. It is impossible to generate the secondary commercial value of data mining.
Second, online promotion costs are extremely high. At the beginning of the development of the Internet, due to the significant reduction of the intermediate links of information circulation, it has indeed reduced the channel cost of enterprises for a period of time. However, with the end of the Internet popularity dividend period, new channel oligopoly has taken shape. Many intelligent hardware companies hope to sell products directly to consumers through the B2C e-commerce channel, and finally find that "too expensive." Who is the one who raised a certain crowdfunding? Think about it.
The more important reason is that Internet + smart hardware is not equal to IoT services. Is there really no need for intelligent hardware? This is not the case. For example, the demand for family care services in China is very large, but there are not a few companies that can make corresponding smart hardware products, because the Internet can only provide information channels, and can not carry the life services such as medical care that consumers need.
The recent Mobike and OFO bicycles are just repeating the year-end battle between Uber and Didi, and there is nothing new. The essence is still only the information channel. This is also the reason why the Internet O2O of the Hundred Regiments has gradually died down. In order to realize service innovation, intelligent hardware enterprises need multi-dimensional ecological resource integration capabilities from technology to service, which cannot be provided by the Internet alone.
Why can't the smart family be separated from the operator?
Apple found that the quality of the home network has become a major bottleneck restricting the user experience.
Most ordinary users don't know how to configure the network. In addition to WiFi, smart homes involve many other low-power communication technologies, and the difficulty of networking is increased. Although smart hardware companies are generally aware of the problem of home networking, trying to solve the problem by improving the performance and operation of the router is always a temporary solution.
Operators are undoubtedly the best responsible for the quality of home networks. In the past, operators mainly focused on the construction of broadband backbone networks, and they have not been involved in the home network. However, with the trend of broadband fare increase, operators are also under pressure to overcapacity and dilute profits. Now domestic operators have shown strong interest and even eagerness for the smart home industry.
In addition to the basic technical support of the smart home network, operators also have rich experience in service product design and promotion. The most valuable thing for a smart home is to provide a variety of services based on intelligent hardware. For example, you originally sold a camera, but the user actually pays for the security service. Operators have successfully cultivated consumer service consumption habits long ago, far from the caller ID of 6 yuan/month in the functional machine era, and the 4G monthly package of 288 yuan/month for smartphones.
In the past, all companies' thinking was B2C, and the real smart home business must be B2B2C. But isn't it possible to have everything "B"? After many smart hardware companies encountered resistance at the C-end, they chose to go back and talk directly with real estate developers, home improvement companies, and hotel apartments, but found that the landing efficiency was very low.
As can be seen from the figure below, only operators will deploy intelligent routers into the home from the air, solve the problem of basic interconnection between devices, and form a combination of real estate and home service and service operators that provide installation, maintenance and service on the ground. At the same time, the new services formed by intelligent hardware and the Internet of Things cloud platform are expected to accelerate the realization of smart homes in 2017.
Wisdom family "diamond" new business rise
Mobile Internet is based on mobile phones. Many application ecosystems are built around mobile phones. In the Internet of Things era, intelligent hardware portals are everywhere. All industrial ecosystems will migrate and the central position of mobile phones will be lost. This is the rise of smart hardware and new business. Good opportunity.
In the middle of 2016, the intelligent hardware once fell to freezing point, and some people left the "smart hardware is dead" judgment and left. However, the analysis of the "diamond architecture" business model will reveal that the reason why enterprises can't get through is because the successful construction of the Internet of Things channel needs to work together. It is not only inefficient, but also the service profit model is not clear. Installation and after-sales service can't keep up with difficulties. For example, Haikang and Nanjing IOT are in cooperation with Huawei Openlife Ecology, which has won 200,000 sets of smart home security system orders from Belarusian operators.
Once this synergy is formed, it can not only solve the problem of enterprise installation and maintenance, accelerate the landing of products, but also generate new IoT services and profit models. In the past few years, innovations in intelligent hardware products have focused on single-product functions. Even the well-known Amazon Echo has essentially realized the interconnection of communication layers and has not produced the value of “new servicesâ€. Taking the intelligent oven as an example, through the accurate recording and restoration of the oven temperature curve model, consumers can realize the paid sharing of recipes and cooperate with the O2O distribution of fresh ingredients to form a new “taste home†IoT sharing new economic model.
2016 is also a year of good news for the smart home industry. After two years of cautious wait and see, a number of BigMan entered this year, Huawei announced high-profile Openlife smart home platform strategy, China Unicom, China Mobile, China Telecom are "forced" smart hardware companies to give products, real estate property home improvement companies no longer need "Education", when it comes to ecology, the traditional consumer electronics channel is also gathering quickly... Channel construction has obviously begun to accelerate.
Compared with the "flat structure" of the Internet plane, the three-dimensional "diamond architecture" of the Internet of Things is undoubtedly higher and more stable. Every enterprise in the ecology needs to grab the position early, and more need to carefully choose valuable partners, because once the partnership is established, it is difficult to replace it easily, and the price will be very large.
When choosing a partner, large companies do not necessarily have an advantage over small ones because the concept of “channels†in the Internet of Things era has changed. Enterprises only need to identify their own ecological value positioning (such as technology, products, services, cloud platforms or program algorithms), and build multi-dimensional ecological partners to build an ecological channel to achieve services, even if you see BAT are not afraid.
â–² Figure: The center of the future Internet of Things is users, and the construction of ecological channels requires multi-party cross-border cooperation. (Click for larger image)
The Internet has profoundly changed our lives and even the industrial structure, creating a business giant like BAT. With the saturation of the market development of the Internet ecology and the maturity of electronic information technology, the Internet of Things has leapt to the historical stage, which will inevitably have a new and far-reaching impact on the social and economic structure. This is the largest knowledge organization in human history. Large-scale horizontal knowledge connections have replaced traditional vertical knowledge connections. Everyone feels terrified and has no embarrassment to admit.
This is also an era worthy of pride. No era has been as vibrant and innovative as it is today. The code to unlock the next generation of IoT industry genes is hidden in the new economics of smart families. When formulating the future smart family strategy, enterprises must truly understand the value and strength of “ecologyâ€, master the ways and means of constructing ecology, identify their own ecological positioning, make an extended layout along the new industrial structure, and make great strides toward a bright future. go ahead!
2017 China Smart Home Expo, providing enterprises with three scarce ecological values
“China Smart Home Expo (CSHE)†and “China IC Expo (CICE)†are the only eco-brands in China that are oriented towards smart living services. Great exhibition.
In 2016, CSHE and CICE exhibited an area of ​​15,000 square meters. More than 150 companies participated in the exhibition, attracting 31,000 visitors, and more than 85% of them were professional visitors. The number of visitors has increased significantly compared with the previous exhibition. On May 18-20, 2017, CSHE and CICE once again made a strong attack, and the exhibition area increased to 22,500 square meters, and more industrial ecological elements will be introduced.
The exhibition will provide three scarce values ​​for the IoT eco-enterprises: the first is the value of ecological connectivity. Help companies find multi-dimensional partners by creating rich ecological elements on the spot and online to sort out and publicize the core strengths of the company.
Eight ecological elements: IoT core chips, sensors, communication chips and modules, solutions and algorithms, intelligent hardware, cloud platforms, services, new channels (operators, real estate properties, home improvement, etc.).
Second, the promotion of eco-service brands. In the past, all brands were channel brands, and traditional manufacturing companies urgently needed to upgrade to service brands. The 2017 China Smart Home Expo focuses on the top ten subdivided smart life application scenarios, combined with new product and service solutions, to showcase the service brand value.
Ten ecological scenes: smart entertainment, smart security, smart lighting and light, smart air/water, smart education, smart pension and health, smart kitchen and diet, smart home control, VR/AR, home robot third, intelligent hardware ecology The channel is landing. “How does smart hardware land?†is an issue of anxiety throughout the industry. This question actually has two meanings. The first is how to put smart hardware products to the ground. The second question is how does the hardware-hosted service fall?
From the "diamond architecture" of the Internet of Things, it can be seen that the path of hardware landing (also called "new channel", which is different from the traditional supply chain channel) has four categories: the first category is the operator, and the second category is the real estate property. And decoration, the third is the Internet of Things cloud platform, and the fourth is the service provider.
In addition to the introduction of a wealth of new channel audience resources, the exhibition will also host three eco-theme summits including the China Smart Home Summit Forum, the Intelligent Hardware Developers Conference, and the Smart Life Data Application Developers Conference. The four dimensions of technology, products, services and profit models explore the architectural design of IoT products. And a number of operators, real estate, home improvement special channel resource matching meeting will be held to further promote the new channel ecological cooperation.
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