The era of smart appliances also requires a traditional platform

The development of smart appliances is an irreversible trend. In recent days, the Internet companies that specialize in marketing such as Xiaomi, content-based LeTV and commercial-driven Alibaba e-commerce platforms have entered the field of smart TVs. This has not only caused a strong conflict with traditional household electrical appliance companies, but also caused the home appliance industry. A big transformation. In the smart TV market battle, if traditional home appliance companies cannot hold onto their positions, while most people are optimistic about the development of smart home appliances by Internet companies, traditional home appliances are also exerting force. Once they have exerted their power, the results obtained may be other. Businesses in the field cannot match it.

Why is the development of smart TVs inseparable from traditional platforms?

On the one hand, the traditional home appliance platform has a deep foundation for intelligent transformation and upgrading, and the era of smart home appliances is still based on products. Ali took business as an entry point. Xiaomi used marketing as an entry point to enter smart TVs. It seemed to achieve good results, but traditional home appliance companies were the leading players in the industry, because the former had their own shortcomings. The disadvantages of current invaders are that there is no foundation, and traditional household electrical appliance companies have a solid foundation. Products, content, services, channels, on this basis, cooperate with third-party internet companies or carry out their own transformation and upgrading to the smart direction. Applications, data, and other developments are easy. For example, Changhong has built a cloud and database to form a new "terminal + data" business model, which may have more potential than the layman.

The invasion of Internet companies has brought the spirit of openness into the field of traditional home appliances. At present, the mode of development of smart TVs is “content + platform + application + data”. If there is no product, it is a castle in the air. Smart. The intelligentization of traditional home appliance companies pays more attention to adding applications and services to products. This not only increases the added value of products, but also upgrades the user experience, instead of simply acting like Ali and Xiaomi on business, content, and marketing. Talk about development. At this time, the product is very important. Because there is no foundation for development, the Internet and other companies do not have the conditions for production hardware. Products are often manufactured on behalf of the manufacturer, which can easily lead to low quality parts and lose the most important quality. Value force.

On the other hand, traditional home appliance companies can open up and down the value chain in both directions. First, the traditional home appliance companies can easily achieve the opening of the intelligent vertical value chain, which is insurgents can not achieve: not only have the original ten million living room terminal customers, but also have channels and after-sale installation points, as long as the original basis The transformation and upgrading of technology can immediately generate value. Second, traditional home appliance companies can easily extend the horizontal value chain by extending the smart home appliance platform from televisions to refrigerators to washing machines, from seizing the living room to building smart cities. This is also what the foreign invaders can achieve. However, the advantages of the horizontal and vertical value chains of traditional home appliances are the hard truths of development. When they are combined, this will become the soft underbelly of foreign invaders.

As mentioned above, compared with Internet companies, due to the vertical and horizontal basis, the traditional household electrical appliance companies have stronger industry chain integration capabilities. On this basis, they are more capable of developing smart products. Smart products such as TVs, air conditioners, and refrigerators are used to connect and connect family data through the Internet system and integrate into all households. As a traditional household electrical appliance company, its products, channels, services, applications, etc., have a complete system that is systematic and complete, and the activation rate of these traditional household electrical appliances will be even higher. For example, Changhong has established a well-developed industrial chain. It has already achieved home Internet support, with smart products as its core, and an open Internet as its link, integrating family data and personal data into home appliances such as TVs, refrigerators, and air conditioners. To create personalized home appliances, the concept of smart homes, smart communities, and smart cities has gradually become a reality, and an all-round expansion of the industrial system is bringing about full profits.

The development of smart home appliances is like the sprouting of a strong bud, and it is inseparable from the foundation of a big tree, a traditional home appliances platform. Return to the relationship between traditional home appliances and foreign invaders: there must be competition. Traditional home appliances and foreign invaders are both prone to conflict and communion in conflicts. The impact of amateurs such as Ali and Xiaomi has also brought about opportunities for traditional household appliances: Innovation will become the main driving force for the development of traditional home appliance companies. Traditional home appliances, centered on their products and supported by vertical and horizontal value chains, will place more emphasis on the research and development of smart technologies and industrial upgrading to form a differentiated industrial ecosystem. Traditional home appliances can learn from the strengths of Internet companies such as Xiaomi and Leshi, learn from Ali's business platform profit model, and then use the advantages of traditional home appliances to stand firm on the heels of the industry, and then gradually seek out an extension.