The smart hardware is in a mess. Hardware, the Internet, home appliances, and various startups have plunged into smart hardware, and a large number of hardware projects have become crowdfunding sites. Smart watches, smart bracelets, smart water cups, smart scales, even smart socks, smart shoes and even smart diapers, just like adding a sensor and an app in a hardware product, instantly become a smart hardware on the tall.
At present, intelligent hardware has become the main song of investment and various forums. It has indeed made a variety of products, but it has not flown into the homes of ordinary people. What problems are there in the field?
First, the entrance, big data, social, fourth screen... The concept is beautiful, the strategy is great, that is, the market is not fully researched, and the pain points of the users are truly grasped. Many products are smart and intelligent, but bring redundancy and inconvenience to the user life.
Second, the concept of multiple products is small, the shipments are not going up, and the phenomenon of jumping tickets is serious. After the product is designed and formed, the developer thinks that everything is fine, but it leads to frequent jumps. The reasons are: for the pursuit of perfect product temporary modification scheme structure, unique industrial design brings difficulties to molds, crafts and workers. The fresh product design structure does not have a mature supply chain. The entrepreneurial team is too weak to be attacked by the old foundry...
Third, the giants stationed, entrepreneurs face the team's choice. In the field of intelligent hardware, Baidu, 360 and Xiaomi are the most active in the giants, and they are pushing various hardware products for three days, in order to build their own ecosystems. For the majority of entrepreneurs, whether to maintain neutrality or be compiled by the giants is a nerve-racking problem.
Fourth, the third 10x10 intelligent product trend conference held by the named time at the beginning of the month has summarized the current situation of the intelligent hardware market in the channel: the product entered the market, has not formed scale, quality, after-sales can not be guaranteed; product awareness is low, marketing cost is high Product pricing is unreasonable, consumers make up the purchase; homogenization, price wars and other chaos began to appear.
If there is a jump ticket, the demand is not targeted, and the gap between the product and the expected product is large, the user will basically not pay the bill again.
For the manufacturers, while they are rushing into smart hardware, they are facing many obvious moral misunderstandings. Summarized as follows:
First, the emergence of startups does not mean that smart hardware is a project that individuals can do. On the contrary, its threshold is actually very high.
The initial investment of intelligent hardware is very high, mainly two points, one is the mold input, and the other is the mass production deposit. Nest, the smart home hardware startup, has just been acquired by Google for $3.2 billion, and its founder and CEO Tony? Fadel has pointed out that for most hardware companies, it is often impossible to make money until the third version of the product. The investment for each version is between $2 million and $3 million, which means you need at least $7 million in preparation money before you can make money. Obviously, many companies are not able to support the third version. Tony's meaning is obvious: any new hardware products that need to be constantly polished need to be polished and perfected. This kind of running-in process often encounters various decision traps and lack of execution, and a small mistake for startups. Both are worth millions.
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