Just need, pain point, scapegoat containing several times
In the past two years, the smart home industry has always been tepid. The reason is that everyone says the most: 'Because smart homes don't solve people's pain points, not just!' This statement became a placebo and comforted the smart The home industry is struggling to see the dawn of the entrepreneurs. Here, the author wants to pour (shuo) cold (shi) water (hua), placebo can not really cure the market, 'just need, pain point' is just a few scapegoats.
What just needs to be? In terms of popularity, it just needs to be an essential requirement in people's lives. Maslow, a well-known American philosopher and social psychologist, divides human needs into Physiological Needs, Safety Needs, Love and Belonging, Esteem, and Self-actualization. The five categories, in turn, are arranged from the lower level to the higher level.
It can be seen that the physiological needs are the bottom needs of people, that is, the needs of the necessities of life such as air, water and food. This is everyone's needs. Only when they satisfy the underlying needs will people have higher levels of demand. Existing homes can already satisfy people's normal lives. Is there still a need for smart homes? Will there be markets? Do you struggle in the industry for so many years? Is it just a dream?
of course not!
Humanity, the only fuse of the smart home explosion
The progress of all science and technology and the emergence of any new things are driven by human nature.
The greatest feature of human nature is endless greed. When people satisfy the underlying needs, they will think of higher-level needs. Because human beings are not satisfied with the speed of walking on their legs, transportation tools have emerged, and these mobility tools have become faster and faster; human opponents are not satisfied, so numerous tools have emerged to help people improve the efficiency of their hands; similar televisions. The emergence of mobile phones and networks was born out of human greed.
It is precisely the characteristics of human nature that we see, so I firmly believe that: smart home is an inevitable trend of development, but in this material age, the emergence of smart home is not to meet people's rigid needs, but to meet the human nature to a higher level demand. Having caught human nature, we found the market. Human nature has also become the only fuse of the smart home explosion.
Some people may have seen here to refute that the current smart home product is really making a fuss around 'humanity'. The smart socket can be remotely controlled by the mobile phone. The smart visual doorbell can be opened remotely through the mobile phone. The intelligent lighting system can realize a key scene mode, etc., satisfying the laziness of human nature. Smart TVs and smart sounds satisfy people's higher demands for senses. Did not leave the human nature, why the market is still not broke out?
Security needs, a huge 'gold mine' to be developed
Maslow's demand theory also emphasizes the level of demand, and most people only pay attention to the needs of the lower level and will pay attention to higher levels of demand. Why do most consumers not pay for the current smart products, or even dare to be interested, because the relatively low-level needs have not been met, who are willing to spend money to buy higher-level needs, so the initial stage of the smart home market should be cut from the bottom demand . For physiological needs, smart homes can't do articles, but security needs are a huge 'gold mine' to be developed.
Security needs include many aspects, such as family property security, personal safety, health and safety. From the market heat in 2014, we can see how strong people's demand for security is. This year's smart home products, in addition to smart socket, the hottest is the smart air purifier (here, we want to thank the country's hazy weather, pulling the market demand, to add a lot of jobs for the community !), not counting. Another quietly growing up this year is health medical products and wearable products, body fat scales, blood pressure meters, exercise detection bracelets, etc., not enumerated. Although compared with smart homes, these products are many years late. However, because they have all grasped relatively low-level security requirements and have a good momentum of development, I do not know whether they are jealous or not.
Smart home is closely related to security is the smart home security, so I believe that security should be an important breakthrough in the smart home market, some time ago, and communicated with a company in Shenzhen, the firmer belief in this.
This company called IOT wisdom. It was a Taiwanese company. In 2008, the company started as a webcam product. At that time, there were many companies doing webcam in Taiwan. ICT wisdom was unique in the industry because of the video and video penetration technology. In 2010, IOT wisdom saw the rise of the Internet of Things. In order to apply the unique penetration technology to more IoT environments, the company transformed itself into a service provider for the Internet of Things cloud platform; it focused on personal and household consumption. Sub-markets provide professional P2P (penetration technology) connection services for consumer smart products, making them simple to upgrade to smart products. At present, 70% of security companies in Shenzhen use their solutions.
They provided the author with a surprising amount of data. On the company's Kalay cloud platform, currently connected devices have exceeded 4,000,000, and the monthly number of connections has reached 60,000,000, 70% of which are smart security products. For a company that has only been established for 6 years, this figure has been quite astonishing. At the same time, the company revealed that shipments have accumulated more than 10,000,000, and Shenzhen Shenzhen's security product shipments have reached 4,000,000. These data are very beautiful, but why does the domestic security market seem to have not broken out? Originally, most of the customers of IOT wisdom have Is abroad, most of Shenzhen's security products are also exported.
It can be seen that the foreign security market is much more mature than the domestic market. This mature market also gives Chinese companies more confidence. At least in 2014 we also saw some 'fires of the stars' in the market, such as the launch of 'Fujishi' by security café haikang, the Internet's big brother Baidu's 'Little Eyes,' and recently made cell phone millet. The introduction of a small ant camera is also considered a direction sign. Regardless of the actions of the giants or the analysis of human nature, the author is more optimistic about the smart security market in 2015.
Do industry explorers, do not wait for the wind to the pig
Lei Jun said: 'The wind is coming, the pig can fly!' But I would like to say, I am optimistic about the security market, does not mean that companies can not act, quietly to be a wind and other pigs. The formation of an outlet in an industry is to be cultivated for a long time. The security market needs companies to explore the road for the industry and stimulate people's demand for the market. But how to inspire it? Has become the problem that most companies have not solved.
Concerned about the industry for more than two years, the company is the most shouting to consumers: my product reliability, technical cattle, cost-effective. The result was that no matter how hard the call was made, there was no consumer response, and everyone's initial enthusiasm was consumed. The author tries to answer this question today and hopes to give everyone a thought.
The spur of the security market should be carried out from the opposite side, selling fear to consumers. There are many precedents for this, and the most typical is the insurance industry. His existence is due to people's fear of losing their lives. Similar medical examinations arise because people see or hear many cases, and then there are people on the sidelines. The hurricane ignited that if he does physical examinations every year, the early detection of these problems may not be a tragedy. Therefore, people who hear the story are afraid and may go to physical examination. (The author also has fears, so I support regular medical examinations.) Similar products like child guards, I believe there is a market, because we have seen many tragedies of losing children, or else this year's movie "Dear "How" would be so provocative, it is said that the real case occurred in Shenzhen, so the feeling of fear has already been felt in the hearts of children who lost or abducted this tragedy. Therefore, people's demand for safety actually comes from fear. This is human nature!
Saying so much does not mean that you scare the user on the line. Selling fears just opens the marketing mode of the market. The author insists that the enterprise wins the trump card or product, that is, your product can really solve the user's fear, otherwise, it will fly again. After all, it will fall and it will fall badly.
In the end, the author has repeatedly asked what he wanted to say: Security needs. The products that are cut in does not mean that the current market is another product, but only if the security requirements are relatively low, the applicable population will be more. No matter what products you do, the exploration of human nature, especially the 'security needs', cannot be ignored.
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