Edit | Yu Bin
Produced by | Chaoqi Network "Yu see column"
Many companies are racking their brains in order to be listed in the large enterprise ecosystem, but the green rice aqara in the xiaomi ecosystem insists on breaking the circle and actively decoupling the rice chain. At present, many companies want to join the giant ecosystem for their long-term development, but the green rice aqara in the xiaomi ecosystem chooses to jump out of the comfort zone and gradually de-xiaomi.
At present, smart home is on the eve of the outbreak, its market size is in rapid growth, according to IDC data, it is expected that by 2024, the size of the mainland smart home market is expected to exceed 500 billion yuan, smart home equipment market shipments will grow to about 500 million units, the average annual compound growth rate of up to 23%.
And due to its large population, China will be the most promising smart home market in the world. In the face of such a huge market, many giants have entered the game, different companies have established their own ecosystems, according to the restrictions of relevant agreements, it is difficult to be compatible with various hardware devices that join different ecosystems.
Therefore, many small enterprises are competing to join the ecosystem dominated by large factories in order to develop rapidly. As one of the players in the first echelon of domestic smart home, many companies have rapidly grown into unicorns in the industry because of their hitchhiking with Xiaomi. But with the help of the rapid growth of the rice chain, green rice aqara, but chose to decouple the millet ecosystem, its future can be better?
The rice chain is blessed, and the green rice aqara grows gradually
The growth of green rice aqara is inseparable from the blessing of millet, and it is precisely because of the blessing of the rice chain that green rice aqara gradually occupies a place in the field of smart home.
It is understood that the predecessor of Lumi Aqara is Shenzhen Lutuo Technology, and its main business is not smart home, but a wireless building control system that focuses on environmental energy harvesting.
In 2014, due to the shortage of funds, Xiaomi, Shunwei and the world's famous financial investment institutions invested in green rice to tide over the difficulties, and in that year, green rice was included in the millet ecosystem, that is, at that time, Lutuo officially changed its name to green rice, and was responsible for the research and development of xiaomi's smart home products.
Due to the back of the millet industry chain, green rice has also entered a process of rapid growth. Green Rice aqara's products cover almost all aspects of Mijia's smart home.
In 2015, Lumi also released the first Xiaomi smart home package product, as a xiaomi ecological chain enterprise, aqara products and Mijia smart brand are closely linked, which not only makes Mijia smart products have a wider range of applications, but also promotes the development of Lumi aqara.
According to the data, green rice aqara products and equipment have spread to more than 9,000 cities in 192 countries around the world, serving more than 2 million smart home users, but xiaomi is indispensable.
With the help of the Xiaomi ecosystem, Green Rice aqara has survived the most difficult period in the industry. With the advancement of science and technology, the market size of the smart home industry is getting larger and larger, and the industry is also in the stage of about to explode.
In order to occupy market share, GreenMi aqara has carried out a major reform, changing the sales model from distribution agent to offline channel franchise, opening a new river of domestic smart home offline service provider system.
It is precisely because of the existence of the Aqara Home Experience Store that Lumi Aqara increases the interaction and immersive experience between consumers and products, and also smoothly integrates the IoT 2C and 2B solutions. The effect of this reform is very obvious, the old users of the experience store have become the second largest customer acquisition channel of Green Rice Aqara, and the proportion of referral orders has gradually increased, from 15% to 22.4%.
Subsequently, with the help of the Xiaomi ecosystem, the fame of Green Rice Aqara has become more and more famous. With the help of Xiaomi's huge ecological chain, Greenmi Aqara already has service providers and offline physical stores that can cover most cities nationwide, and its products have gradually increased to more than 30 categories and more than 500 SKUs with the penetration rate of Xiaomi products.
However, in order to obtain a larger stage and higher revenue, in recent years, Green Rice Aqara has begun to gradually decouple the Xiaomi ecosystem, can this practice really make it live better?
The concept does not match, green rice aqara decoupling the rice chain
In recent years, with the further expansion of the scale and the increasingly fierce competition in the domestic smart home industry, Green Rice Aqara has not been limited to the Xiaomi ecosystem. In 2021, GreenMi aqara joined the Matter agreement, officially jumped out of the Xiaomi ecosystem, and was in line with international standards, serving Apple, Google and other international smart home manufacturers.
As a new smart home protocol based on open source ecology, the matter protocol breaks the separation between platforms and the difference in development paths, so that smart home products can achieve compatibility between different manufacturers and different brands, which sounds like a great benefit to the smart home hardware vendors who joined, but there is a fatal flaw that this agreement is initiated by foreign manufacturers, and there is still some uncertainty about whether it can be used in China in the future.
For the development of the enterprise, there is nothing wrong with joining this agreement, but some of the next active decoupling of the Xiaomi ecosystem of Green Rice Aqara are incomprehensible.
Since 2020, many new products of GreenMi Aqara only support mainstream platforms such as Apple Homekit, GreenMi APP, Amazon Alexa and Google Assistant, and have not supported Mijia, such as the network administrator M2, which has caused discussion on the Internet, and some people even question whether Green Rice Aqara will give up the big tree of millet.
Why is it that the green rice aqara that can rely on millet to walk has to start gradually decoupling the rice circle? This also has to start with pricing ideas, technical layer agreements and development space.
From the perspective of pricing concept, the reason why Xiaomi can sweep the country in a short period of time depends on its excellent quality and affordable price. As a high-end smart home product under Green Rice, aqara's main high-end market has formed a serious conflict with Xiaomi's cost-effective play.
More importantly, Xiaomi also has related products that can be used in the smart home market, which invisibly competes with green rice aqara.
As the leader of the Xiaomi ecosystem, Xiaomi has strong bargaining power, and the profit of its industrial chain hardware business is not even more than 5%, which makes Xiaomi's competitiveness more obvious, making green rice aqara, which is also in the smart home industry, very uncomfortable.
It is understood that most of the current price of millet switches is between 59-69 yuan, while the price of green rice aqara switches is in the range of 89-600 yuan, and this price difference makes green rice, which is the main high-end market, unbearable.
More critically, the millet switch and the green rice aqara switch are produced by enterprises in the industrial chain, and their quality is not a significant gap.
In addition to differences in pricing concepts, technical conflicts are also a major factor. Xiaomi, as an integrator of the ecosystem, designs a large number of products, in order to reduce the threshold of users, the use of Bluetooth mesh protocol, and green rice as a single producer of smart homes, which uses the zigbee protocol.
In short, Mijia no longer produces products of the zigbee protocol, and all of Greenmi's products need to be adjusted and retested, which leads to a disagreement between Greenmi and Xiaomi.
However, as the helmsman of the ecosystem, Xiaomi's move is to better complete the threshold of the Internet of Everything, which is beyond reproach, and if Green Rice is adjusted accordingly, in the future, with the advent of the Internet of Everything, the Xiaomi ecosystem will be enough for its rapid growth.
The technical differences may have a corresponding impetus, but it is probably the current market space problem that directly makes the green rice aqara begin to decouple the rice circle.
Recently, due to the all-encompassing Xiaomi ecosystem, it has not focused on smart homes in a short period of time, which has led to the growth of green rice in the rice circle not as rapid as in the past. At present, many Internet manufacturers and home appliance manufacturers in China are in their own smart home ecosystem, and the torn ecosystem not only hinders the pace of growth of the smart home market, but also affects the sensory experience of consumers.
This makes it difficult to integrate into other smart home circles in China, which makes it difficult to integrate into other smart home circles in China, not only that, with the increase in the popularity of the foreign smart home market, the foreign market is relatively early compared to the domestic market, which is also the reason why green rice aqara actively decouples.
But can short-term gains really make Green Rice aqara grow faster? I am afraid that this is not the case, as one of the top two ecosystems in China, the growth potential of the xiaomi ecosystem is extraordinary, so the active decoupling of green rice aqara may not make it better.
Jump out of the millet circle, green rice aqara can be better?
For the development of the enterprise, Green Rice Aqara jumped out of the Xiaomi ecosystem, which is beyond reproach. However, out of the Xiaomi comfort zone of green rice aqara, can it really break out of a better world?
First look at the previous Xiaomi ecological chain to know. In the past, many enterprises that grew rapidly with the help of Millet's resources, investment, channels and other resources began to grow independently after their business gradually improved, and some even competed directly with Xiaomi.
Green rice is not an isolated case, before this, there are four millet ecological chain enterprises such as Huami, Yunmi, Stone Technology, and No. 9, all of which have gradually decoupled from the deep binding of millet. At present, the effect of these companies to minimis is average.
Although this agreement can get the support of mainstream smart home platforms such as Apple Homekit, Amazon Alexa, and Google Assistant, it is uncertain whether this agreement can become the mainstream of China in the context of domestic substitution.
More importantly, domestic smart homes have become more and more competitive after precipitation. In the future, without the blessing of millet, the competition between green rice aqara and big factories will be more difficult.
epilogue
As one of the players in the first echelon of domestic smart home, many companies have rapidly grown into unicorns in the industry because of their hitchhiking with Xiaomi. However, with the help of the rapid growth of the rice chain, green rice aqara, but chose to actively decouple the millet ecosystem, which is too short-sighted.
Moreover, in the face of different enterprises have established their own ecosystems, it is difficult to be compatible between various hardware devices that join different ecosystems. Lumi aqara joined the Matter protocol this time, although this agreement can get the support of mainstream smart home platforms such as Apple Homekit, Amazon Alexa, Google Assistant, etc., but whether this protocol can become the mainstream of China in the context of domestic substitution and big data security is uncertain.
At the same time, domestic smart homes have become more and more competitive after precipitation. In the future, without the blessing of millet, the competition between green rice aqara and domestic manufacturers will be more difficult.