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  • 看好中国市场 霍尼韦尔跨界扩张智能家居业务线
  • 本站编辑:杭州欧邦电子科技有限公司发布日期:2019-12-30 19:28 浏览次数:

产业科技新闻从智能制造动态中获悉:

多年来,霍尼韦尔更为人所知的是百年工业企业,其在B2B、商业领域的科技成果十分突出。然而,近两年,霍尼韦尔在两净行业异军突起,消费级产品AirTouch系列空气净化器成为名副其实的销量之王,似乎“无心插柳柳成荫”。那么,霍尼韦尔是如何成功跨界打造出一款爆品的?这背后有什么故事?

看好中国市场 霍尼韦尔跨界扩张智能家居业务线

  霍尼韦尔原本是以硬件生产为主的工业制造企业,拥有很多工业领域的黒科技。随着消费领域科技应用的兴起,霍尼韦尔越来越清晰地认识到,科技应以人为本、为人所用。应用于民用领域的技术和产品,未来将带给霍尼韦尔另一个广阔的市场空间。

  霍尼韦尔看好中国智能家居市场。截止2015年年底,智能家居行业年产值已达1240亿元,前景广阔。经过10年的产业导入期,智能家居市场出现了明显的增长势头,产业进入发展期。霍尼韦尔在完成市场调研后初步判断,未来五到十年,中国的智能家居行业发展应该极为快速,由于住宅家庭成为各行业争夺的焦点市场,智能家居作为一个承接平台,也将成为各方力量首先争夺的目标。

  然而,目前智能家居系统只在一线城市得到极少部分楼宇的应用,市场空白等待开发。据了解,霍尼韦尔在能源、空净水净、安防等方面都是先驱者,雄厚的科研技术积淀已经为搏击市场做好了准备。

  2015年5月,AirTouch-S智能空气净化器上市。这是霍尼韦尔从工业、商用领域踏入民生家用领域跨出的重要一步,并标志着霍尼韦尔打开智能家居的新局面。此后,霍尼韦尔接连推出AirTouch-P、AirTouch-X以及升级版本的AirTouch-X2等3种空气净化器型号,以及AquaTouch600、AquaTouch600S净水器,市场反应很好。

  意想不到的是,中国的智能家居市场给霍尼韦尔带来了丰厚的回报。2013年,中国成为霍尼韦尔在美国外最大的市场,现在,中国是霍尼韦尔最重要的增长来源。以霍尼韦尔智能家居的空净和水净业务为例,从2013到2016年,霍尼韦尔智能家居业务平均每年增长近80%。霍尼韦尔AirTouch系列空气净化器,在推出的短短两年时间里,已经成为空净行业里一个经典产品,且长时间在京东上的同类产品销量排行中稳居前五名。

  虽然说霍尼韦尔负责空净和净水的部门被冠以“智能家居”的名称,但是实际上目前为止,这个部门的智能家居产品仅限于空气净化器和净水器。众所周知,智能家居是由平台和很多智能硬件组成的一个系统,如果只有两类产品,还无法成为智能家居的规模。从这点可以看出,长远看,霍尼韦尔对中国智能家居市场有着很好的期许,近期看,霍尼韦尔在智能家居市场做出的行动其实非常谨慎,切入的其实是一个很细小的领域。

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  选择空气净化器作为切入点,是霍尼韦尔在中国实施“东方服务于东方”战略的体现。有一个很具说服力的例子:在美国,家庭对于温控的需求很高,所以美国的智能家居从温控器开始,而在中国,人们更关心空气污染问题,霍尼韦尔推出了空气净化器,获得了很好的市场反响。在当下的中国,饮用水也是人们十分关注的问题,结合这样的现状,霍尼韦尔又推出了全新的净水器产品——AquaTouch600净水器,帮助更多中国家庭获得更优质的饮用水。

  而智能这一概念,霍尼韦尔也有自己独到的理解。“智能”不是对高科技的一味追求,不是让生活更复杂,而是让生活更简单、更美好。智能有很多层次。在英文里,“智能”直译是ArtificialIntelligence(人工智能),是智能的最高级别;连接WiFi又是另一种“智能”的层次;而基本的层次,是用户体验。也许有的设备或产品并不具备非常高精尖的技术,但是它却非常“聪明”,因为它充分地考虑了使用者各方面的细节需求,让使用和操作变得很简单。比如,霍尼韦尔的AquaTouch600就是个很好的例子,它的滤芯设计、面板指示灯设计、假日模式设计等等,都是出于用户体验的考虑,这里就蕴含了“聪明”的思考,这也是“智能”最基本的出发点。

  从对智能的理解能体会到,霍尼韦尔打造的智能产品不是以多么炫酷的技术为追求,而是以更为贴心的产品设计为主旨。曾经有一位霍尼韦尔的设计工程师,他是孩子爸爸。在研发AirTouch空气净化器初期,这位爸爸发现自己的女儿特别好奇这些产品,总是想按这按那。当时这位工程师就在想,我们的产品为何不可以既保障儿童使用的安全性,又能满足孩子探索新事物的好奇心呢?于是研发人员便将这些体验揉进AirTouch空气净化器的设计中,让操作界面非常简洁,一键开启,同时摒弃“童锁”,但机器外壳一旦开启便会立即断电。

  霍尼韦尔原来是以硬件生产为主的工业制造企业,现在努力转型为互联工业企业,软件开发能力是霍尼韦尔特别强调的转型基础,也是做智能家居产品时特别强调的能力。霍尼韦尔有22800名研发人员,其中超过一半是软件开发人员,软件开发实力提供了强大的技术支持,帮助霍尼韦尔做出更多以人为本、为人所用的智能家居产品。

  智能家居浪潮已来。在今年的CES上,有将近1000个品牌或参展商能被归类为“智能家居”,市面上出现许多智能家庭设备和系统供消费者选择。在进入智能家居领域两年之后,霍尼韦尔低调公布该领域业务开始扩张。

  霍尼韦尔智能家居业务将结合E&ES(环境与能效解决方案部)及HSF(安防与消防部)在家居领域的智能互联及环境健康产品,旗下将涵盖:智能家居、电工产品及住宅安防业务线。霍尼韦尔正在不断创新和丰富产品线,逐步完善智能家居产品领域的生态系统。

  国内外的智能家居市场正处于快速成长期,无论是国内企业还是国外企业,都有茫然与困惑:平台众多、标准不一、产品各式各样,单品虽多,却无法成为一个系统。霍尼韦尔暂时以空净和净水两项智能单品成功切入智能家居市场,然而未来将切入的领域能否复制两净产品的成功,还是未知数。

  因为智能家居行业是一个相对较新的领域,所以消费者对它的了解不多,很多人刚刚接触这个概念但是并不明白自己真正的需求。因此,企业最大的挑战是充分了解消费者的需求。霍尼韦尔在这一领域已做出了巨大的努力,并且对这个新市场的前景充满了信心。

  在这个市场,每个厂家、每个品牌都有自己的特点,有的擅长娱乐,有的以平台为主。霍尼韦尔坦言自己的优势在于拥有强大的科技实力,在安全、健康领域有很深的经验积累。在中国,安全的空气和水需求迫切,所以霍尼韦尔从空气净化器和净水器开始。但是,霍尼韦尔并不仅仅是在两净这样的单品上具有科技优势,应该看到的是,作为一家领域广泛、拥有多方面科技的公司,霍尼韦尔的野心是智能家居健康整体解决方案,这将成为他们未来主要的细分市场。

  智能家居有四个非常重要的要素:设备、平台、软件、服务。这四个点构成霍尼韦尔搏击智能家居市场的优势,而且,霍尼韦尔也正在努力提升这四个要素。

Industrial Science and technology news learned from intelligent manufacturing trends:

Over the years, Honeywell is more known as a century old industrial enterprise, whose scientific and technological achievements in B2B and commercial fields are very outstanding. However, in the past two years, Honeywell has emerged as a new force in the two purification industries, and the air touch series of consumer products has become the real king of sales, seemingly "without the intention to insert willows into the shade". So, how does Honeywell successfully create an explosive product across the border? What's the story behind this?

Optimistic about Honeywell's cross-border expansion of smart home business line in Chinese market

Honeywell was originally an industrial manufacturing enterprise mainly engaged in hardware production, with many black technologies in industrial fields. With the rise of the application of science and technology in the field of consumption, Honeywell has realized more and more clearly that science and technology should be people-oriented and used by people. The technology and products applied in the civil field will bring another broad market space to Honeywell in the future.

Honeywell is optimistic about China's smart home market. By the end of 2015, the annual output value of smart home industry has reached 124 billion yuan, with a broad prospect. After 10 years of industry introduction, the smart home market has seen a significant growth momentum, and the industry has entered the development period. After completing the market research, Honeywell preliminarily judged that in the next five to ten years, the development of China's smart home industry should be extremely fast. As the residential family has become the focus market for all industries, smart home as a receiving platform will also become the first target for all parties.

However, at present, smart home system is only used in a few buildings in the first tier cities, and the market is blank waiting for development. It is understood that Honeywell is a pioneer in energy, air purification, water purification, security and other aspects, and the solid accumulation of scientific research technology has prepared for the fight against the market.

In May 2015, airtouch-s intelligent air purifier was launched. This is an important step taken by Honeywell from the industrial and commercial fields to the field of people's livelihood and home use, and marks a new situation for Honeywell to open up smart home. Since then, Honeywell has successively launched three air purifier models, including airtouch-p, airtouch-x and the upgraded version of airtouch-x2, as well as aquatouch600 and aquatouch600s water purifiers. The market reaction is very good.

Unexpectedly, China's smart home market has brought great returns to Honeywell. In 2013, China became Honeywell's largest market outside the United States. Now, China is Honeywell's most important source of growth. Take the air and water purification business of Honeywell smart home for example. From 2013 to 2016, the average annual growth of Honeywell smart home business is nearly 80%. Honeywell AirTouch series air purifier has become a classic product in the air purification industry in just two years since it was launched, and it has been ranked the top five in the sales of similar products in JD for a long time.

Although Honeywell's air purification and water purification department is named "smart home", so far, its smart home products are limited to air purifiers and water purifiers. As we all know, smart home is a system composed of platform and many smart hardware. If there are only two kinds of products, it can not become the scale of smart home. From this point, we can see that in the long run, Honeywell has a very good expectation for China's smart home market. In the near future, Honeywell's actions in the smart home market are actually very cautious, which is actually a very small field.

The choice of air purifier is the embodiment of Honeywell's strategy of "serving the east from the East" in China. There is a very convincing example: in the United States, families have a high demand for temperature control, so the smart home in the United States starts from the temperature controller, while in China, people are more concerned about air pollution. Honeywell launched the air purifier and got a good market response. In the current China, drinking water is also a very concerned issue. Combined with this situation, Honeywell has launched a new water purifier product, aquatouch 600 water purifier, to help more Chinese families get better drinking water.

Honeywell has its own unique understanding of the concept of intelligence. "Intelligence" is not the pursuit of high technology, not to make life more complex, but to make life simpler and better. There are many levels of intelligence. In English, the literal translation of "intelligence" is artificial intelligence, which is the highest level of intelligence; connecting WiFi is another level of "intelligence"; and the basic level is user experience. Some devices or products may not have very sophisticated technology, but it is very "smart" because it fully considers the user's detailed needs in all aspects, making use and operation very simple. For example, Honeywell's aquatouch 600 is a good example. Its filter element design, panel indicator light design, holiday mode design, etc. are all based on user experience, which contains "smart" thinking, which is also the basic starting point of "smart".

From the understanding of intelligence, we can see that the intelligent products created by Honeywell are not pursuing cool technology, but focusing on more intimate product design. There used to be a Honeywell design engineer. He was the father of the child. In the early days of developing the air touch air purifier, the father found that his daughter was particularly curious about these products and always wanted to click here