Into the smart door lock, what strategic ambitions does ZTE Smart Home have?

But the landing of such a scene does not seem to be just around the corner. The current smart home industry is like the $3.2 billion that Google bought Nest. The huge acquisition did not bring Google a practical role in the smart home field. Instead, it became a chicken rib. Where is the problem of smart home?

A "Great Leap Forward" Thought of Entrance Theory and Platform View

The difference between the three models of participation in the war and their respective weaknesses. For this upcoming living room battle, we can first sort out from the whole camp: the foreign countries have the participation of technology giants such as Apple, Google, Samsung, etc., and the domestic also incorporates the maker mode, millet mode, and Haier mode. Participation represents three models of domestic smart home practitioners: the entrepreneurial team model, the re-integration of Internet-based industry, and the open innovation of traditional manufacturing.

However, compared with the foreign technology innovation companies, it is obvious that the domestic entrepreneurial team is still in the initial stage of “workshop style”. The different backgrounds of participation power first inject the ideas that are not consistent in the “big home” dream. And products. At the same time, they also reveal their own advantages and disadvantages: for example, the maker model has no historical burden and innovation, but lacks funds and team configuration; Xiaomi mode is good at marketing, but lacks resources and experience in home appliance field; Haier mode repeatedly emphasizes the Internet in Zhang Ruimin The ability to innovate after thinking is unquestionable. The key lies in the thoroughness of its transition from the traditional to the Internet.

Among them, the entrance and platform theory that were emphasized too early are also problems that have always existed in the industry. Judging from the power of the camp, smart homes are still the future of the traditional and Internet giants. However, from the layout of Internet and home appliance giants such as BAT, JD, Haier, and Midea, it is too early to emphasize the entrance and the so-called super APP to make this market quite impetuous. Like Xiaomi is based on mobile phones, the smart home layout includes multiple nodes on the smart home industry chain such as routers, boxes, cameras, and desk lamps. At the same time, it also revealed that Xiaomi's smart home solution is cross-platform, and plans to use the "smart home" super app as the entrance to carry out the sprinting of the smart home ecology.

The term "entrance" has played a key role in the Internet and mobile Internet era, as well as a life-saving god, browser, application market, super-app and mobile desktop, but this concept does not apply today. Soft and hard combination" in the field of smart homes. Because the essence of the portal is the flow that can be controlled by the switch, such as pushing the business out of the home, it can limit the business of the opponent. The smart home hardware to be "entrance" basically has no similar ability. And, before the platform and ecology that the giants pursued, it seems to ignore how to create a good product to control the product design and interests of the hardware. So now it seems that today's development ideas are more similar to a "great leap forward."

Variable sample ZTE perspective: smart lock and another "golden key"

Therefore, among the giants, why did the author choose ZTE’s smart home as a sample for analysis? First, there are too many dissect articles about other giants entering the smart home. ZTE is a variable element worthy of attention. Secondly, unlike other platforms that the other giants started to come up with, the "Super APP" idea, ZTE took the single-product cut-in as the initial goal. After the breakthrough of the router and camera products, it showed its new killer. lock".

Dismantling the layout of the three pieces of ZTE, it is not difficult to see the advantages of these several hardware categories. As the "water tap" upstream of the network, the intelligent router can play the role of traffic shunting and connection to the Internet access device, which is undoubtedly the biggest advantage; after occupying the upstream advantage, the author has analyzed its value in the previous article for the layout of the camera. . The current status of the mobile phone camera seems to be able to speculate on the future of smart cameras. The use of image recognition technology makes the mobile phone camera the key to decrypting information. For example, face recognition replaces the cumbersome password input to become a "knocker" for some users to open the phone. In addition, more of the smart camera is located in the video, which makes the object that is still flat in the stereoscopic reality compared with the image. If the picture is only a static world, the video data presented on the time axis is closer to the real world. Therefore, in the future, smart cameras will greatly enrich visual interactions through augmented reality technology, and better build a bridge between virtual and reality.

Of course, for now, the value of the camera is more of its security role in smart home life. As we all know, the core of smart home is to give users a sense of security and peace of mind for users in them. In this regard, from the failure of the Nest smoke detector, security issues may be the real focus of the smart home industry.

Perhaps it is also based on this, in the category of smart locks that other giants are rarely eyeing, ZTE will continue to enlarge the core appeal of security, and will be subverted as the only physical entrance of smart home. This product provides four unlocking methods: fingerprint, password, magnetic card, key, etc. The combined unlocking method provides multiple guarantees. The smart part is that it can remotely monitor and record the door through the mobile phone, and the abnormal alarm can be known in time. In order to enhance the security problem after the realization of intelligence, ZTE smart locks abandoned the function of remote unlocking to prevent the loss of the mobile phone and the leakage of the mobile phone password, causing the door lock to be illegally opened.

Object dialogue has always been the ideal future for smart homes. The premise of this future is that we first need to open the "key" of smart home. ZTE seizes the pain point of security and tries to use the camera and smart lock as the "key" to open the situation. Although the smart home system is rich in single product categories, there is currently no single item that can support a relatively complete experience. However, it is a good start to solve the problem of strong demand just before the staking.

Tipping point rule: first explosion, post penetration, joint

In the book "Tipping Point", Gladwell has summed up the three rules of popularity: the rules of individual characters, the law of adhesion factors, and the law of environmental power. This is also applicable to the detonation of the smart home field. It is extended to influence the influential people → find a key value point → multi-party forces support the specific path to attract the public to follow suit.

To create a burst of money, the herd mentality is an indispensable primary factor, one of them. Drawing on the transmission path of digital cameras, smart phones and tablets, smart homes should first gather technology geeks and opinion leaders, and then train high-end users to use, and eventually penetrate the entire public level. The concept of so-called cheapism cannot be used in the spread of technology products.

Second, the choice of key value points. Perspective of smart home, in fact, is to live data, data model, model productization, product back to life, complete the transformation of the lifestyle of all beings, is a complete process of home intelligence. Now, staying in the period of life dataization, the current lack of data from life is that the so-called intelligent products, in addition to the surface sensory experience and mechanical data, lack the temperature and human care, so they are called As "intelligent ruthlessness." Let smart home products no longer be cold, but through the interconnection, perception and sharing to fully realize the care brought by technology, this may be the most important key point of current smart home products, the above example of ZTE seized security This point is also a branch, and such ideas can also be used in voice interaction technologies.

Finally, the cooperation and support of all parties. In the domestic smart home, you can see the distribution of Xiaomi+Mei, Ali+Meizu, etc. The support of multi-party power for smart home will play the role of environmental power to create a wooden barrel without short board. When ZTE released the smart lock, it also reached a strategic cooperation with Jingdong. The two sides will take the smart door lock crowdfunding project as an opportunity to carry out multi-faceted and multi-level deep cooperation (including capital level) to promote the popularization of smart home in China. At the same time, the two sides will carry out in-depth cooperation with crowdfunding and create eco-innovation. Starting from entrepreneurship training, venture capital and entrepreneurial ecology, the two companies will provide support for the four major links of brand, marketing, operation and finance.

JD's high-profile "JD+" program has been able to provide support for hardware players in the capital, supply chain, and marketing promotion. ZTE has been a veteran communications company for many years in the infiltration industry, and has considerable experience in technology and patents. Channel + technology is mutually attractive for both parties, and it is also the two cutting edge for the smart home industry.

Based on competitive products, creating an explosion, and then the interconnected ecological open, this is the correct way to decay the magic of the smart home industry.