Market Research and Development Trend Forecast of Smart Home Industry in China, 2015-2020

Market Research and Development Trend Forecast of Smart Home Industry in China, 2015-2020

3. Market Operation Structure of Smart Home in China
3.1 Overall Market Scale of Smart Home in China
In 2011-2014, the growth rate of smart home in China has maintained over 30% for four years successfully, in which, in 2014, the market scale hit CNY 28.61 billion, up 39.36% over 2013.

Fig.4: Market Scale and Growth Rate of Smart Home in China, 2011-2014

Source: China National Furniture Association. Huidian Research

3.2 Status Quo of Smart Home Market Development
At present, the independently-developed smart home system in China is becoming mature gradually with the strong competitiveness with overseas smart home system and products. In technical field, the gap between domestic and foreign smart home is not large. In the near future, China will popularize smart home networking system and products in the homes of ordinary residents all over country. Currently, many developers have considered the smart function and facilitates more or less in design stage of residence, and some high-grade residences have equipped with relatively complete smart home networking.

3.2.1 Market Status Quo
At present, as the extension industry of real estate industry and home industry, the smart home develops steadily with sound development momentum. Currently the high-end market in China is mainly occupied by Honeywell International, ABB, Schneider Electric, Merten GmbH & Co.,KG and Singapore Nico etc overseas brands. Generally, the high-end market brands have the integrated smart home system products with higher price and complete after-sale services, mainly applied in luxurious residence project. The middle-end market is mainly occupied by domestic well-known brands, such as Anjubao, Tianjin Ruilang, Shanghai Super, Bochuang S&T, Qingdao Haier, ShenZhen(China) SoBen Skysafe Hi-Tech Develepment CO.,Ltd, and Fujian Aurine Technology Co., Ltd etc, the market is relatively mature. Generally speaking, the middle-end market brands also have integrated smart home system products, mainly applied in middle, high-grade residences. While the low-end market is still in chaos, the product qualities are very different, seldom has complete set of system products.

3.2.2 Technical Status Quo
At present, the smart home products in market have been abundant and smart home technologies are also changing with each passing day. However, after all, smart home is a new field without uniform industry standard, the poor compatibility and unstable operation commonly etc weaknesses exist in the products in markets. In respect of technology, RS-232/485 serial communication technology, power line carrier technology and radio frequency technique etc technical agreements of smart home are popular now. According to wiring modes, the smart home technologies in market can be classified into 4 kinds of technologies: field bus, power line carrier technology, wireless technology and centralized control.

Tab.5: Technical Introduction on Smart Home

Technical Category Related Contents
Field bus technology Field bus control system realizes the networking and signal transmission of home lighting, electric apparatus and alarming system through system bus, the decentralized field control technologies can controls each functional module in network only by inserting into bus nearby, and the wiring is also convenient.

At present, LonWorks, CE-BUS, CAN and H-BUS mainly adopt bus technology. the oversea enterprises, such as HONEYWELL, etc have such products, the domestic enterprises, such as:Shenzhen WRT Intelligent Electrical Appliance Co., Ltd, Hisense Kelon Electrical Holdings Company Ltd, Tsinghua Tonghua and Haier also develop similar products. the smart home systems based on this technology take large market shares in China.

Power line carrier technology Power line carrier technology uses power line as transmission media of carrier signal. At present, the most popular power line carrier technology is X10, IBM, CISCO, Siemens, Samsung, Microsoft, Sony and Panasonic, etc well-known enterprises entered into this industry at very early. In China, Super smart home system and ShanDong Zhong Xun High-Tech Electronic Co.,Ltd have introduced PLC-BUS technology.

Wireless technology Wireless technology mainly includes 802.11b、Bluetooth and Home RF. The smart home systems basing on Bluetooth technology used in China include Soben wireless smart home system and M.U.S.T(Macau University of Science and Technology) smart home system. the smart home system basing on wireless technology has the advantages of wiring-free and convenient installation, but the cost is higher and is subject to disturbance easily, so it has not been used widely yet in market.

Centralized control technology The smart home system adopted the decentralized control mode is mainly structured by the system host taking single chip microcomputer as core, CPU is responsible for the signal processing of system, some peripheral interface units are integrated on system main board, including: security alarm system, telephone module, control circuit (I/O) module etc. such products adopt Star-type wiring modes, all security alarm probes, lighting and apparatus control circuit have connected into main control box. Compared with the traditional indoor wiring, the wiring length is added and more complicated.
Source: China National Furniture Association. Huidian Research

Tab.6: Comparison of Smart Home Technologies

Technologies used Function Stability extensibility Wiring
Field bus Comprehensive Good Good Convenient
Power line carrier Comprehensive Moderate Good Free
Wireless Restrictive Moderate Good Free
Centralized control Comprehensive Good Poor Complicated
Source: China National Furniture Association. Huidian Research

3.2.3 Existing Problems
At present, the problems existing smart home industry mainly include three aspects: first, smart home industry has not unified the industrial standard, many of middle and small enterprises go their own ways and their products are not compatible mutually; second, because the technicians have not conducted deep market research, the developed products are advanced in respect of technology, but poor in respect of practicability, and out of joint with market demand; third, technically, large-amount of funds are needed for R&D, some middle and small enterprises have no power to innovate constantly, and even harder to form scale production, so product price is always high. In smart home field, the industry leader with powerful technical strength, openness and marketability is needed urgently. Smart home is only one of application orientations of internet of things and it still need to combine with internet to realize the real life of internet of things.

1. Overview of Smart Home Development
1.1 Overview of International Smart Home Furnishing products Development
1.1.1 International Status Quo
1.1.2 Overview of Major Countries and Regions
1.2 Overview of Smart Home Development in China
1.3 Existing Problems during Smart Home Development
2. Prospect of Smart Home Development
2.1 Prospect Forecast on International Smart Home Market
2.2 Market sales of Smart Home in China
2.2.1 Forecast on Market Scale
2.2.2 Forecast on Market Structure
2.3 Mid-long Term Forecast on Smart Home
2.3.1 Forecast on Economic Growth and Demand for Smart Home, 2015-2020
2.3.2 Forecast on Market Scale of Smart Home, 2015-2020
3. Market Operation Structure of Smart Home in China
3.1 Overall Market Scale of Smart Home in China
3.2 Status Quo of Smart Home Market Development
3.3 Regional Markets of Smart Home
3.4 Market Structure of Smart Home
3.4.1 Product Structure
3.4.2 Brand Structure
3.4.3 Channel Structure
4. Supply and Demand of Smart Home Market in China
4.1 Demand
4.2 Supply
5 Competition Pattern of Smart Home Market
5.1 Domestic Enterprises and Brands of Similar Products
5.2 Competition Pattern of Similar Products
5.3 Competition Group of Similar Products
6. Financial Influences on Smart Home Market in China
6.1 Favorable Factors
6.2 Adverse Factors
6.3 Policy Factors
7. Sales Trend of Smart Home in China, 2015-2020
7.1 Product Development Trend
7.2 Price Change Trend
7.3 Channel Development Trend
7.4 User Demand Trend
8. Business Strategies of Benchmark Enterprises of Smart Home in China
8.1 Haier
8.1.1 Company Profile
8.1.2 Mainly Financial Analysis
8.1.3 Development Plan and Strategy
8.2 Guangdong Anjubao
8.2.1 Company Profile
8.2.2 Mainly Financial Analysis
8.2.3 Development Plan and Strategy
8.3 Super
8.3.1 Company Profile
8.3.2 Mainly Financial Analysis
8.3.3 Development Plan and Strategy
8.3.4 Key Enterprise Brands and Market Shares
9. Research on Market Price of Smart Home in China
9.1 Main Product Price
9.2Price Strategy and Brand Strategy
10. Import & Export Trend of Smart Home in China
10.1 Export & Growth
10.2 Main Overseas Markets Distribution
10.3 Main Overseas market Brands being Operated
10.4 Production and Import of Smart Home
11. Market Channels of Smart Home in China
11.1 Market Channel Pattern
11.2 Sales Channel Forms
11.3 Comparison on Sales Channel Factors
11.4 Main Agents of Regional Markets
12. Profitability Comparison of Key Smart Home Manufacturers in China
12.1 Total Profit of Smart Home Industry, 2011-2014
12.1.1 Total Industry Profit, 2011-2014.
12.1.2 Comparison on Total Profits of Different Scale Enterprises
12.1.3 Comparison on Total Profits of Different Ownership Enterprises
12.2 Gross Profit Rate of Industry Sales, 2011-2014
12.3 Profit Rate of Sales in Smart Home Industry, 2011-2014
12.4 Profit Rate of Total Assets in Smart Home Industry, 2011-2014
12.5 Profit Rate of Industry Output Value, 2011-2014
12.6 Profit-Taxation Rate of Industry Output Value, 2011-2014
13. Investment Suggestions and Expert Evaluation on Smart Home Project in China
13.1 Targeted Group Suggestions (Application Fields)
13.2 Suggestions on Technical Application
13.3 Suggestions on Investment Region
13.4 Expert Suggestions from Huidian Research

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