中國(guó)最大家電制造商進(jìn)軍智能家居業(yè)務(wù)

孟潔冰

With the development of the “internet of things，” China has seen a rising demand for smart products across all sectors. Products that carry a label “smart，” such as speakers， watches， or even vehicles， are ultimately expected to give you more control， efficiency， and a level of personalization that addresses your individual needs.

The “smart” label has found a place in the home appliance market too， leading to a growing assortment of everything from smart refrigerators， ACs， TVs and other products.

According to a report by Daxue Consulting， Chinas largest home appliances manufacturers， such as Midea， Haier， Galanz， and Hisense， begun investing in the development of smart home products. They are， however， up against tough competition from companies like Xiaomi， which started from making smartphones but has ventured into a suite of smart home appliances. A digital technology company at its core， Xiaomi also has the advantage of higher brand appeal among younger consumers.

Because of their higher price， more complicated use， and a relative newness on the market， smart home products attract only a specific group of buyers. Household penetration for smart products is considered to be at 7.7% in China this year， and this includes all smart home setups， such as speakers， security and lighting systems.

The early adopters of these products tend to have higher disposable income and willing to spend extra on novelty， convenience and efficiency. The market is however expected to grow fast as smart products become cheaper and more mainstream. By 2023， market penetration in China is projected to be at 24.8%， according to the data compiled by Statista.

Some traditional manufacturers have adopted a dual strategy where they continue to address the mass market of consumers while developing experimental lines of smart products that target early adopters.

Hisense， one of Chinas largest home appliance manufacturers and a state-owned enterprise is one example.

The company has multiple brands and sells a variety of products， covering refrigerators， air conditioners， washing machines， smartphones， and televisions. It has emphasized that it adheres to a development strategy of a “technology-based enterprise” with “smart” and “innovation” as its “core values，” however its latest product launches have focused on improving traditional features on mass products， such as a fast freeze mode for fridges， LED lighting， and others.

However， Hisense has veered into smart devices too. Two years ago， it launched a portable HiSmart AC， a device controllable via a smartphone app that can adjust the temperature according to the outside environment or your daily routines.

The state-owned enterprise has done most of its technological development in the TV segment. In August this year， the company launched a “social TV” with an interactive system giving its users features such as group video chat， 3D Avatar Karaoke connecting to friends online， and AI fitness.

Hisense seems to operate well in both the traditional and “smart” market segments， but the competition is bound to intensify， as other well-established home appliance brands compete for the attention of Chinese consumers.

A few brands have been making their way into smart products via the development of smart home solutions.

Breaking smart

Chinese home appliances maker Midea is a leader in the development of connected appliances and smart home solutions. It has invested more than RMB 20 billion in the R&D in the last five years and set up 20 research centers globally. In 2016， its subsidiary Midea Smart Technology started operating separately， developing smart home solutions under the M-Smart label.

The M-Smart system has been successfully showcased at various expos， however， some of its products remain conceptual at this point. That said， some of its traditional products with intelligent features， such as smart， voice-controlled ACs or smart refrigerators with an interactive screen， have been successfully launched.

The Hong Kong-listed company this month announced the development of an AI system that would connect all smart products within a household to one core platform.

Another example of successful smart home solutions come from a Qingdao-based company Haier. In 2016， the company introduced the Haier U+ platform， helping household owners to monitor and control real-time information about their home appliances via an app. This way， a consumer can remotely adjust the temperature of the refrigerator or find a recipe based on the available ingredients.

Last year， the company showcased a line of its all-scenario household smart appliances， covering kitchen， bedroom， bathroom and living room. Washing machines that can recognize the texture of your clothes， a 3D fitting mirror， or a refrigerator with a smart screen that can identify ingredients are just a few examples of how the company is adapting to the digital era.

According to the Daxue Consulting report mentioned earlier， the market size of smart home systems is increasing at an annual rate of 20% and smart home appliances are its largest segment.

Competition from internet companies

Chinese tech giants， such as Alibaba and Baidu， arent mass producing AC units. But they are entering the smart devices segment mostly via smart speakers， which they dominate. In 2019， the market for smart speakers has more than doubled， up from RMB 330 million to RMB 680 million in comparison with last year， according to Daxue Consulting.

Baidus smart speaker brand Xiaodu， launched last year， recorded a growth of 3700% to capture 17.3 percent of the global market with 4.5 million shipments.

Competition in smart devices also comes from Chinese electronics manufacturer Xiaomi， which is out to prove that it is more than just a smartphone maker. Known for its affordable products， it competes with the home appliances brands that have been on the market for decades. It first entered the market with air purifiers and has launched a number of other products since. Among the most popular ones are lamps， air conditioners， washing machines， and vacuum cleaners. Last year Xiaomi introduced the Yunmi Smart Refrigerator that can keep food at an ideal temperature. One of its latest smart products also includes an interactive childrens toothbrush developed under the companys home appliance startup Soocas.

Convergence

With increasing competition and development of AI-based home solutions， some big internet companies and traditional home appliances makers seek ways how to collaborate and cut a larger share of the market together.

Haier is one of the traditional companies that have made great efforts to cooperate with internet giants. Last year it announced two strategic cooperations with Baidu and Sogou. Baidus AI system and Haiers U+ platform will work together on big data and IoT towards technological solutions for smart homes. Sogou will offer support via its voice technology to smoothen interaction between home appliances and users.

Cooperation between Midea and Xiaomi dates back to 2014 when the latter invested US$200 million （RMB 1.26 billion） in Midea， followed by the launch of the i-Youth Smart AC system.

It is likely to see more of such win-win cooperation as both parties get to share their unique know-how.

With the growing Chinese middle class， Chinas market for smart home devices will keep expanding. The domestic market is highly competitive and companies need to adjust to moving towards this trend. However， as smart technologies are still relatively new and not in demand by everyone， brands also need to remember consumers of traditional products.

隨著“物聯(lián)網(wǎng)”的發(fā)展，中國(guó)各行各業(yè)對(duì)智能產(chǎn)品的需求都在增長(zhǎng)。帶有“智能”標(biāo)簽的產(chǎn)品，比如音箱、手表甚或汽車，最終有望更易操控、效率更高，也具有一定個(gè)性化，可滿足個(gè)人需求。

“智能”標(biāo)簽也在家電市場(chǎng)上占有一席之地，導(dǎo)致智能冰箱、空調(diào)、電視和其他產(chǎn)品的種類越來越多。

博圣軒咨詢公司的報(bào)告稱，中國(guó)最大的家電制造商，比如美的、海爾、格蘭仕和海信等，開始投資智能家居產(chǎn)品的開發(fā)。然而，他們面臨著來自小米等企業(yè)的激烈競(jìng)爭(zhēng)。小米從生產(chǎn)智能手機(jī)起家，已經(jīng)涉足一系列智能家電的生產(chǎn)。作為一家以數(shù)字技術(shù)為核心的公司，小米在年輕消費(fèi)者中還具有較高的品牌吸引力。

由于價(jià)格較高、用途較復(fù)雜、在市場(chǎng)上相對(duì)較新，智能家居產(chǎn)品只吸引特定的消費(fèi)群體。2019年，中國(guó)智能產(chǎn)品的家庭普及率被認(rèn)為僅有7.7%，這包括所有智能家居設(shè)備，比如音箱、安保和照明系統(tǒng)。

這些產(chǎn)品的早期使用者往往有較高的可支配收入，愿意多花錢購(gòu)買新穎、便利和高效的產(chǎn)品。然而，隨著智能產(chǎn)品變得更便宜、更主流，這個(gè)市場(chǎng)有望快速增長(zhǎng)。斯塔蒂斯塔調(diào)查公司的數(shù)據(jù)顯示，到2023年，中國(guó)智能產(chǎn)品的市場(chǎng)滲透率預(yù)計(jì)將達(dá)24.8%。

一些傳統(tǒng)制造商采取了雙重戰(zhàn)略，在為早期使用者開發(fā)實(shí)驗(yàn)性智能產(chǎn)品系列的同時(shí)，他們也繼續(xù)滿足大眾市場(chǎng)消費(fèi)者的需求。

作為中國(guó)的一大家電制造商，國(guó)有企業(yè)海信就是個(gè)例子。

海信擁有多個(gè)品牌，銷售冰箱、空調(diào)、洗衣機(jī)、智能手機(jī)和電視等各種產(chǎn)品。該公司強(qiáng)調(diào)，堅(jiān)持以“智能”和“創(chuàng)新”為“核心價(jià)值”的“科技型企業(yè)”發(fā)展戰(zhàn)略，不過其最新推出的產(chǎn)品也側(cè)重于改善大眾產(chǎn)品的傳統(tǒng)功能，比如冰箱速凍模式、LED照明等。

不過，海信也開始涉足智能家電領(lǐng)域。兩年前，該公司推出了便攜式HiSmart智能空調(diào)。這款家電可以通過智能手機(jī)應(yīng)用程序進(jìn)行操控，能夠根據(jù)外部環(huán)境或個(gè)人日程調(diào)節(jié)溫度。

這家國(guó)有企業(yè)的智能技術(shù)開發(fā)大部分集中在電視領(lǐng)域。2019年8月，該公司推出了一款帶有互動(dòng)系統(tǒng)的“社交電視”，為用戶提供群組視頻聊天、好友在線連麥的3D Avatar K歌和人工智能健身等功能。

海信似乎在傳統(tǒng)市場(chǎng)和“智能”市場(chǎng)都表現(xiàn)良好，但隨著其他老牌家電爭(zhēng)奪中國(guó)消費(fèi)者的注意力，這種競(jìng)爭(zhēng)勢(shì)必會(huì)愈演愈烈。

一些品牌已經(jīng)通過開發(fā)智能家居解決方案進(jìn)入了智能產(chǎn)品領(lǐng)域。

突破智能

中國(guó)家電制造商美的是開發(fā)聯(lián)網(wǎng)家電和智能家居解決方案的領(lǐng)軍企業(yè)。過去5年，該集團(tuán)在研發(fā)領(lǐng)域投入超過200億元人民幣，在全球設(shè)立了20個(gè)研究中心。2016年，其子公司美的智慧家居科技有限公司開始獨(dú)立運(yùn)營(yíng)，開發(fā)M-Smart品牌的智能家居解決方案。

M-Smart系統(tǒng)已在各種博覽會(huì)上成功亮相，然而部分產(chǎn)品目前仍停留在概念階段。即便如此，該公司已經(jīng)成功推出了幾款具有智能功能的傳統(tǒng)產(chǎn)品，比如智能聲控空調(diào)或帶有交互顯示屏的智能冰箱。

2019年8月，這家香港上市公司宣布開發(fā)一個(gè)人工智能系統(tǒng)，將把全家所有智能產(chǎn)品連接到一個(gè)核心平臺(tái)。

總部位于青島的海爾公司是另一個(gè)成功開發(fā)智能家居解決方案的例子。2016年，該公司推出了海爾U+平臺(tái)，通過應(yīng)用軟件幫助戶主監(jiān)測(cè)和控制家用電器的實(shí)時(shí)信息。這樣消費(fèi)者可以遠(yuǎn)程調(diào)節(jié)冰箱溫度，或者根據(jù)可用食材找到菜譜。

2018年，該公司展示了一系列全場(chǎng)景家用智能電器，涵蓋廚房、臥室、浴室和客廳。無論是可識(shí)別衣物材質(zhì)的洗衣機(jī)、3D試衣鏡，還是可識(shí)別食材的智能屏幕冰箱，這些產(chǎn)品只是該公司適應(yīng)數(shù)字時(shí)代的幾個(gè)例子。

前面提到的博圣軒咨詢公司報(bào)告稱，智能家居系統(tǒng)的市場(chǎng)規(guī)模正以每年20%的速度增長(zhǎng)，而智能家電是其中最大的細(xì)分市場(chǎng)。

互聯(lián)網(wǎng)公司的競(jìng)爭(zhēng)

阿里巴巴和百度等中國(guó)科技巨頭并沒有批量生產(chǎn)空調(diào)，但它們主要通過智能音箱進(jìn)入智能設(shè)備市場(chǎng)，并在這個(gè)細(xì)分市場(chǎng)占據(jù)主導(dǎo)地位。博圣軒咨詢公司的數(shù)據(jù)顯示，2019年，智能音箱市場(chǎng)規(guī)模比2018年擴(kuò)大了一倍以上，從3.3億元人民幣增長(zhǎng)到6.8億元人民幣。

數(shù)據(jù)顯示，百度2018年推出的智能音箱“小度”銷量增長(zhǎng)了3700%，占全球市場(chǎng)份額的17.3%，出貨量為450萬臺(tái)。

中國(guó)電子產(chǎn)品制造商小米也加入了智能設(shè)備領(lǐng)域的競(jìng)爭(zhēng)，小米要證明自己不僅僅是一家智能手機(jī)制造商。該公司以物美價(jià)廉的產(chǎn)品而聞名，與市場(chǎng)上有數(shù)十年歷史的家電品牌展開了競(jìng)爭(zhēng)。小米首先憑借空氣凈化器進(jìn)入市場(chǎng)，此后推出了一系列其他產(chǎn)品，其中最受歡迎的是臺(tái)燈、空調(diào)、洗衣機(jī)和吸塵器。2018年，小米推出了云米智能冰箱，可將食物保存在理想的溫度。小米最新發(fā)布的智能產(chǎn)品還包括兒童互動(dòng)牙刷，由旗下家電初創(chuàng)企業(yè)舒可士開發(fā)。

融合

隨著競(jìng)爭(zhēng)加劇和人工智能家居解決方案的發(fā)展，一些大型互聯(lián)網(wǎng)公司和傳統(tǒng)家電制造商都在尋找合作方式，共同分享更大的市場(chǎng)份額。

海爾是與互聯(lián)網(wǎng)巨頭大力合作的傳統(tǒng)企業(yè)之一。2018年，海爾宣布了與百度和搜狗的兩項(xiàng)戰(zhàn)略合作。百度的人工智能系統(tǒng)和海爾的U+平臺(tái)將在大數(shù)據(jù)和物聯(lián)網(wǎng)方面展開合作，為智能家居提供技術(shù)解決方案。搜狗將通過其語音技術(shù)提供支持，實(shí)現(xiàn)家電和用戶之間的順暢交流。

美的與小米的合作可追溯到2014年，當(dāng)時(shí)小米向美的投資2億美元（約合12.6億元人民幣），隨后推出了i青春智能空調(diào)系統(tǒng)。

隨著雙方分享各自獨(dú)特的專業(yè)技術(shù)，我們可能會(huì)看到更多這樣的合作共贏。

隨著中國(guó)中產(chǎn)階級(jí)的日漸壯大，中國(guó)智能家居設(shè)備市場(chǎng)將繼續(xù)擴(kuò)大規(guī)模。國(guó)內(nèi)市場(chǎng)競(jìng)爭(zhēng)激烈，企業(yè)需要加以調(diào)整以適應(yīng)這一趨勢(shì)。然而，由于智能技術(shù)還相對(duì)較新，并非人人所需，品牌也不要忘記傳統(tǒng)產(chǎn)品的消費(fèi)者。

（譯者為“《英語世界》杯”翻譯大賽獲獎(jiǎng)?wù)撸?/p>