The way out of intelligent hardware: stay away from hype and return to life
Why is a mobile phone the center of your life? It's all the time management, personal identity management, social relationship management, and even money management you can rely on on your phone. It stands for you, another materialized ID for you. So, hardware entrepreneurs should re-define their watches, bracelets and even redefine necklaces to bring a new lifestyle.
Some time ago, Tencent WeChat opened hardware access. To put it bluntly, in the future, with a smart bracelet, the amount of exercise every day can be shared on the WeChat circle of friends. WeChat can combine virtual games with real-life physical games through the access of wearable devices. For example, if you take ten steps, you can charge your game with ten gold coins to get more items. Your smart refrigerator detects that your home's milk purchase is too slow. It will remind you to ask for advice in a circle of friends and look for better-tasting milk in WeChat payment. Yes, friends can more truly share each other's real life at this moment.
For WeChat, this move can firmly hold the young people who buy wearables. With your social relationship, your bank card is not enough. WeChat hopes that you will share it with you about all aspects of your business. At a deeper level, the cool and arrogant stuff is more valuable because of the satisfaction and sense of accomplishment brought about by social sharing.
In addition to WeChat, every family is staking. Xiaomi's smart home system, Apple's Homekit and Google's nestlab are all aiming at smart hardware. Sima Zhao's heart is well known to passers-by. For smart hardware entrepreneurs, this means that you must abide by the rules of the game set by the other party, meaning restraint, dependence and loss of independence, but it is also a process of development in the embryonic period of smart wearable hardware.
On the other hand, however, the giant's entry has greatly accelerated the education of the intelligent hardware market. From the data point of view, British mobile consulting company CCS Insight data shows: wearable devices shipped 9.7 million units in 2013, CCS Insight expects shipments this year will increase to 22 million units, will increase to 2018 135 million units. From the perspective of cumulative sales, the total sales of wearable devices in the next five years will reach 370 million units. The intelligent hardware market is generally optimistic by analysts.
The outlook is bright and the reality is uncertain. What is the current state of the domestic market before the advent of smart hardware? How do hardware entrepreneurs find their way out before the advent of smart hardware?
The sheepskin that lifted the sharp weapon was torn off.
Just like Tencent a few years ago, Xiaomi became the spoiler of the hardware era. The hardware market has changed radically because of the involvement of Xiaomi.
After Xiaomi launched the 79-yuan smart bracelet, the smart wearable market was uneasy and insane. The price of 79 yuan will completely detract from the positioning of the wearable device - "the cool mad smashing and lifting the sky."
At present, most smart wearable devices on the market take watches as an example. If you carefully compare watches from thousands to 100 yuan, you will find that the price of more than two hundred dollars of pebble steel and two hundred yuan of domestic Compared with the smart card watch, in addition to the difference between storage and master control, their main functions are similar! That's why after Xiaomi has parsed all the costs, you will find that it really is not worth the money.
Redefining, not just accessories
Now all wearable hardware devices, the function is to measure heart rate, sensor step, get up early, alarm clock, bath waterproof can wear, please, can you have a little new idea? Not enough intelligence, no lethal temptation, no killer application, no ecological chain has been established, single function, not just “just need†is a common problem in the market for wearable devices.
Why is a mobile phone the center of your life? It's all the time management, personal identity management, social relationship management, and even money management you can rely on on your phone. It stands for you, is another materialized ID for you, which is why you have to bring your phone. The brand premium of any product is unlimited, similar to Apple's mobile phone, and a little more like a million-dollar handbag. Hardware entrepreneurs should reinvent a new lifestyle by redefining watches, bracelets and even redefining necklaces, earrings, remote controls, refrigerators, windows, and more.
Smart hardware entrepreneurs, where is the way out?
For wearable hardware, the current way out is nothing more than:
First, relying on the giants to be popular, the price is grounded, and relying on the scale of the factory to survive and seek independent development. For example, through the Dongfeng of WeChat, Xiaomi, Baidu, Apple, etc., to make consumers face familiar;
Second, continue to work fine, research and development of killer applications. Intelligent hardware will maintain the positioning of the weapon to improve the situation, to meet the niche early adopters, often appear in the showdown of the dead gray powder, although always maintain high and very difficult, the bold marketing methods sometimes help down;
Third, the pie that fell from the sky, holding a lot of money, burning money to build their own ecosystem. Focus on doing their own platform, user-related data ownership is their own, mining the gold mine behind the data, for example, just data tracking does not work, I always run less than 10KM to stop the food, the data can tell me where the problem is, How to improve, even the most suitable fitness method for people with my exercise habits is not running at all!
Fourth, withdraw from the battlefield, silently go on the small and beautiful road, segment the field and target population, let the product audience turn from the general population to the special crowd, the elderly, children and even pets, obese people and so on. To be a niche market, it is really necessary for a certain group of people, like a mobile phone, not to carry it, and bring us a new way of life.
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