Major listed companies in the industry: Haier Zhijia (600690); Gree Electric Appliances (000651); Midea Group (000333); Xiaomi Group (01810.HK) and so on
The core data of this article: smart home production, aluminum scrap recycling volume, Smart home production share, etc.
Industry Overview
1, Definition
Definition of smart home has experienced changes from 1.0 to 3.0, 1.0 period smart home connected to home devices through sensory technology to help users reduce the amount of labor; 2.0 period smart home comprehensive use of a number of technologies, through the family facilities to create efficient, safe and convenient living environment; 3.0 period smart home to human needs as the core, ready to provide personalized services.
Based on different functions, smart home can be divided into intelligent lighting, intelligent security, intelligent control, intelligent audio and video, intelligent sensing, intelligent home appliances, intelligent devices, intelligent networks, intelligent shading and drying, environmental control of ten categories. Each type of smart home specific products are as follows:
2, industry chain analysis: midstream for the key link
Smart home industry chain upstream for the technology layer and the basic layer, the main participating enterprises including chips, sensors, smart controllers, and other hardware suppliers, as well as software suppliers of AI technology, cloud services, etc.; the middle of the smart home system and equipment design and manufacturing; downstream for the consumer market, the main players are real estate companies, home improvement companies, retailers and so on.
In the upstream field, chip suppliers including Intel, ARM, etc.; sensor suppliers including Bosch, STMicroelectronics, Texas Instruments, Honeywell, etc.; PCB suppliers including SZNEC, Xinxing Electronics, Huiya Group, etc.; capacitor suppliers including Murata, Yuyang Technology, Panasonic, etc.; communication suppliers including Huawei, Shunzhou Intelligent, Telit, etc.; intelligent controller suppliers including Topband, and Ertai, etc. Including Topband shares, and Ertai, and crystal technology, in the Ying Electronics, etc..
Midstream design, manufacturing, intelligent single product and smart home system development representative enterprises are millet, Samsung, Baidu, Jingdong, etc., the traditional home appliance field representative enterprises are Haier Zhijia, Midea, Philips, Konka, etc.; other representative enterprises include Oribe, super smart home, Hangzhou line to cloud up technology.
Downstream consumer market, smart home To B end of the representative enterprises are real estate companies Biyuyuan, Vanke, Evergrande, Poly, and home improvement company Dongyirisheng, Golden Mantis, etc.; To
C-end, consumers can not only through the Red Star Macalline, five-star appliances, Gome Electrical Appliances, such as offline malls to buy smart home products, but also through the Tmall, Beijing East, Suning E-shopping, and other online channels Buy.
Industry development history: the industry ushered in a comprehensive outbreak
China's smart home development began in 1999, before 2005 was in the embryonic stage, the industry's main players in Europe and the United States for the intelligent customized brand; 2005-2008 Chinese companies began to explore the development path, intelligent curtains, intelligent light control and other segments of the development of the first; 2008, the development of smart home products is the first in the industry. The field of the first to develop; 2008-2019, home appliances, electrical appliances leading enterprises began to participate in the market, the industry began to ecosystem construction, smart door locks, smart speakers and other new areas of the outbreak of the industry gradually entered a period of rapid development; since 2020, with the Internet of Things, 5G and other technologies are gradually maturing, the smart home industry has ushered in the full outbreak of the period.
Industry Policy Background: Strongly Supported by National Policy
China's national policy encourages and supports the development of the smart home industry. 2015, the State Council issued the "Guiding Opinions on Actively Promoting the "Internet Plus" Action", which proposes to promote the development of the smart home industry. Artificial Intelligence in the field of smart home promotion and application, the development of China's smart home industry accelerated; in 2017, the State Council issued "on deepening the" Internet + advanced manufacturing "development of industrial Internet guidance", focusing on the integration of 5G, deep learning, big data and other advanced technologies in the field of smart home, to promote industry Technology development; in 2020, the "national new generation of artificial intelligence standard system construction guide" was introduced, the smart home industry products, services and applications have been standardized; "14th Five-Year Plan" period, China continues to regulate and support the development of the smart home industry, "on the issuance of" 14th Five-Year Plan "Notice on the issuance of the "14th Five-Year Plan for the modernization of market supervision", "14th Five-Year Plan for the development of the digital economy," and other policies emphasize the need to improve the defective product recall system, to guide the interconnection of smart home products, and to promote the popularity of smart home products.
Industry development status: the market scale is expanding
1, smart home equipment shipments
In the context of the country's vigorous development of new infrastructure, with the rapid application and popularization of 5G communication technology, artificial intelligence, the interconnection of everything has become the economic and social development trend, smart home also ushered in the development opportunities.In 2019, China's smart home device shipments have reached 204 million units, a year-on-year growth of 35.9%;In 2020, in the face of the pressure brought by the new crown epidemic and the upstream supply shortage, China's smart home device market shipments in the whole year of 2020 will be 200 million units, a year-on-year decline of 1.9%.IDC data show that in 2021 , China's smart home device market shipped more than 220 million units, up 11.0% year-on-year.
2, smart home system platform
Currently the more mainstream smart home platforms mainly include Apple's HomeKit, Amazon's Alexa, Google's Google
Home, Samsung's SmartThings, and domestic Manufacturers Xiaomi's Mijia, Baidu's DuerOS, Alibaba's AliGenie, Huawei's HiLink, Haier's U+, and Jingdong's JingYuZuo, etc., with the release time mainly centered on the period of 2013-2017. Overall, in addition to the relative independence of the millet ecology, foreign platforms and domestic platforms are interoperable through cooperation agreements.
3, smart home industry market size
According to the "China Smart Home Eco-Development White Paper" released by CSHIA, during 2016-2020, China's smart home market size grew from 260.85 billion yuan to 514.47 billion yuan, with a compound annual growth rate of 18.51%. Preliminary statistics, the market size of China's smart home industry in 2021 is about 580 billion yuan.
Industry Competition Pattern
1, regional competition: the eastern region is better
China's smart home industry, the number of enterprises, from the point of view of the regional distribution of the largest number of enterprises in Guangdong Province, followed by Shandong, Jiangsu, Zhejiang, Shaanxi, etc., the overall distribution of more concentrated. The overall distribution of the southeastern region is more concentrated.
From the point of view of the distribution of representative enterprises, the representative enterprises are mainly distributed in Beijing, Guangdong, Zhejiang, Shandong and other places, are the eastern provinces and cities, with a good foundation for the development of the manufacturing industry and emerging technologies, of which Guangdong Province has a number of leading enterprises such as Huawei, Gree, Oribo, Midea and so on, is the cradle of the development of China's smart home industry.
2, enterprise competition: Mijia ranked first
By the type of enterprise main business, China's smart home industry competition faction can be divided into the traditional home appliance enterprises, Internet enterprises and other enterprises of the three factions. Traditional home appliance enterprises on behalf of Haier Zhijia, Midea Group, Gree Electric Appliances, etc., with the supply chain and sales channels, manufacturing capacity and brand advantages; Internet companies on behalf of the millet group, Baidu Group, Alibaba, Huawei, etc., strong technical and financial strength; other enterprises are mainly fluorescent stone network, Ou Ruibo and other smart home specializing in enterprises and other industry participants, which smart home specializing in enterprises Business type specialization, with high growth, but mostly small and medium-sized enterprises, capital needs.
According to the list of top ten brands of smart home in China in 2022 released by Maigoo.com, Mijia MIJIA, Haier Zhijia U-home, Midea Meiju, Huawei Whole House Intelligence, Tmall Cat Genie, Xiaodu, Jingyuu Zuo, Fluorshield Ezviz, Oribe ORVIBO, BroadLink are the top ten brands in order.
Industry development prospects and trend forecast
1, development trend: whole-house intelligence, voice interaction, information security
China's smart home industry development trend is mainly in the three directions of whole-house intelligence, voice interaction and information security.
Whole-house intelligence is the wind vane of the development of China's smart home industry.IDC released the "China Whole-House Intelligent Devices and Solutions Market Review and Prospects, 2021" report shows that China's whole-house intelligence market in terms of products, technology, service capabilities have shown rapid development trend, smart home track head enterprises in various fields have entered the whole-house intelligence.
Voice interaction is another major trend in the development of China's smart home industry, at present, the device products equipped with voice assistants are mainly smart phones and wearable devices, but it also has a very large market potential in the smart home. At present, millet, Baidu, Ali and other leading companies have been equipped with voice assistants through the smart speaker as the pivot of the voice control system to realize the voice control of smart home products.
In addition, the rapid popularization of smart home products, application scenarios continue to enrich the convenience of family life at the same time also makes the information security issues surfaced. On the one hand, smart home devices from the traditional contact control into remote network control, network security threats; on the other hand, smart home devices and the cloud, other smart devices, consumers are frequently interacting with each other, collecting and storing a large amount of consumer information, the risk of information leakage to enhance. Therefore, continuous improvement of information security level will also be a major trend in the development of China's smart home industry.
2, the development prospects: policy support under the development prospects are good
China's smart home industry is in a period of rapid development, with the application of artificial intelligence, 5G and other technologies become more mature, the continuous development of China's smart home hardware equipment and consumer demand, it is expected that in the next five years China's smart home industry will still be in a rapid development stage, by 2027, the market size is expected to exceed 1.1 trillion yuan.
For more research and analysis of this industry, please refer to China Smart Home Industry Market Outlook Forecast and Investment Strategy Planning Analysis Report by Prospect Industry Research Institute.