How to transform China's smart home market from upgrading to growth in 2022
2022-04-08
According to the latest data from IDC, the shipment volume of China's smart home equipment market in the fourth quarter of 2021 was 63.37 million units, a year-on-year increase of 4.1%. In 2021, the shipment volume of China's smart home equipment market exceeded 220 million units, with a year-on-year increase of 9.2%. Although the market has not seen a double-digit rebound under the pressure of both supply and demand, behind the volume of shipments can not be ignored is the upgrading and adjustment of China's smart home market. In the process of continuous optimization, the market will usher in new development opportunities. It is expected that the shipment volume of China's smart home equipment market will exceed 260 million units in 2022, with a year-on-year increase of 17.1%. In 2021, the shipment volume of smart speaker Market contracted year-on-year, but under the structural adjustment and product upgrading, the market sales increased by 15% year-on-year. Driven by the market demand and the transformation of manufacturers, the shipments of intelligent speakers with screens maintained growth, and the market share increased to 39%. At the same time, the screen less smart speaker market has also accelerated the pace of upgrading, and actively expand the medium and high-end market through the improvement of sound quality, connection and product appearance. In 2021, the shipment volume of video entertainment equipment market further declined. Among them, the shipment volume of smart TV market in 2021 was 38.86 million units, a year-on-year decrease of 9.4%. Under the supply pressure, manufacturers actively layout the medium and high-end market, and smart TV has significantly improved in screen size, display technology and human-computer interaction ability. Voice interaction has gradually become the standard configuration of smart TV. In 2021, the shipment of smart TV with built-in voice assistant accounted for 72.1%, an increase of nearly 9 percentage points year-on-year. In 2021, the intelligent lighting equipment market will maintain high-speed growth, and users' demand for intelligent lighting will gradually increase. On the one hand, the types of lighting equipment are diversified, downlights and track lights have joined the ranks of intelligence, and the smart switch market has also ushered in a surge. On the other hand, the market acceptance of intelligent lighting solutions is high, which has become an important component of the whole house intelligence. In 2021, the market growth and upgrading of family safety monitoring equipment go hand in hand. Among them, the product iteration caused by the significant improvement of video surveillance resolution is one of the important reasons to promote the growth of smart camera and visual doorbell Market in 2021. With the combination of camera, display screen and AI technology, the intelligent door lock market has further upgraded its product functions, and the market shipment has maintained a rapid growth. In 2021, the proportion of cat eye lock has increased to 22.3%, and the penetration rate of face recognition function has reached 13.6%. In 2021, all kinds of smart home device markets have experienced varying degrees of product structure adjustment and function upgrading, laying the foundation for the subsequent development of the market. In 2022, the following three points are worth paying attention to how the smart home market will transform upgrading into growth. Polish the product and combine intelligence with function to realize effective upgrading. With the development of the smart home market becoming more rational, the starting point for consumers to buy smart home devices has gradually shifted from early taste to product function and quality. Therefore, manufacturers need to pay more attention to the product's own attributes in addition to the novelty brought by intelligence, combine AI ability with product function, and stimulate consumers' purchase desire through detailed intelligent experience. Fine operation and expand the medium and high price segment market. Over the past year, driven by product upgrading and rising costs, the average price of China's smart home equipment market has increased significantly, with a significant increase in the market share of high-priced segments in smart TVs, smart speakers, floor sweeping robots and other categories. With the maturity of technology and the decline of the cost of some components, the price of products in the medium and high-end market will usher in more room for adjustment in 2022. Under the general trend of market upgrading, the refined sales operation of products in medium and high price segments is expected to further increase the market demand in medium and high price segments. Upgrade channels and reduce user learning costs through high-quality touch. Although China's smart home market has experienced several years of development, it is still far from universal. At present, there are still a large number of users who do not understand smart home, and there are many potential consumers who have stopped out of concern about complex settings. Therefore, manufacturers not only need to simplify the operation steps from the product side, but also need to upgrade the channel services, improve the professionalism of front-line staff to improve the touch quality, actively cooperate with offline channels such as home decoration, strengthen the demonstration, reduce the user learning cost and speed up the user education process. Liu Yun, senior analyst of IDC China, believes that: "China's smart home market has undergone upgrading and adjustment in 2021. In order to transform the upgrading into growth and speed up the promotion and penetration of smart home in 2022, manufacturers should not only strengthen product upgrading iteratively to tap market demand, but also pay attention to sales operation, especially strengthen the marketing of products in the medium and high price segments, so as to stimulate the upgrading of consumer demand. In addition, channel upgrading will also become a way for manufacturers to optimize user access quality, enhance market awareness and increase consumer demand One of the important ways to speed up the pace of market education. " (Xinhua News Agency)
Edit：Li Ling Responsible editor：Chen Jie
Source：PPTN
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