Shangpu Consulting analyzed the market size, development trend, investment logic and competitive strategy of the intelligent hardware industry. The main conclusions are as follows:

-Smart hardware industry has broad prospects, with average annual sales growth in the past five years24.8%。2022The scale of China's intelligent hardware market reached9,300Billion yuan, year-on-year growth11.91%。2023The full year is expected to expand further12,500Billion yuan, year-on-year growth34.41%。

-The structure of smart hardware products is becoming more and more diversified, smart wearable devices, smart robots and other segments are booming, and smart home, smart cars, smart medical and other application scenarios are also expanding, providing a strong impetus for industry growth.

-The investment heat in the field of intelligent hardware has rebounded significantly, and the core logic of industry investment includes two dimensions and six key factors, namely, strategic capabilities, resource capabilities and operating capabilities.“endogenous force”And to circle influence, private domain retention, potential customer transformation power-based.“external gravity”。

-The competition in the intelligent hardware market is deepening, and it is particularly important for intelligent hardware enterprises to enhance the brand value of global operation. Global operation refers to the systematic construction based on WeChat ecology.“external gravity”It is an important way for enterprises to gain long-term competitive advantage and stabilize excess profits, so as to win the favor of capital.

1. intelligent hardware industry market size steady growth

Intelligent hardware refers to an electronic device with autonomous learning and judgment functions, and can interact with users or other devices through the Internet, mobile communication, etc. Smart hardware products include smart phones, tablet computers, notebook computers, smart watches, smart glasses, smart speakers, smart robots, etc.

China's intelligent hardware industry in policy support, technology empowerment, consumption upgrade and other factors driven by the market size to maintain rapid growth. According to the data of Shangpu Consulting Group, the scale of China's intelligent hardware market is made up2017of the year4011Billions of dollars increased2020of the year10767billion, with a compound annual growth rate39%。2022The scale of China's intelligent hardware market reached9,300Billion yuan, year-on-year growth11.91%。2023The full year is expected to expand further12,500Billion yuan, year-on-year growth34.41%。

Shangpu Consulting believes that the main reasons for the steady growth of the market size of China's intelligent hardware industry are as follows:

-Policy support. State in“fourteen five”Planning and2035In the long-term goal of the year, it clearly puts forward the strategic plan of accelerating the development of digital economy, promoting digital industrialization and industrial digitization, and building digital China, which provides policy guidance and guarantee for the development of intelligent hardware industry. At the same time, the state has also issued a series of relevant policies and measures, such as the "New Generation Artificial Intelligence Development Plan", "Guiding Opinions on Promoting the Development of New Consumption", "Guiding Opinions on Accelerating the Development of the Internet of Things", etc., for the innovation of the smart hardware industry And applications provide support and incentives.

-Technology empowerment. Technology is the core driver of the smart hardware industry, with artificial intelligence, the Internet of Things, cloud computing, big data,5GWith the continuous progress and breakthrough of other technologies, the performance, function and experience of intelligent hardware products have been significantly improved, meeting the needs of users for intelligence, convenience and personalization. At the same time, technology has also promoted the diversification and differentiation of intelligent hardware products, forming a more segmented and rich market pattern.

-Consumption upgrade. Consumption is an important demand side of the smart hardware industry. With the improvement of the income level of Chinese residents and the optimization of the consumption structure, users' demand for smart hardware products is increasing. Chinese consumers' awareness and participation in digital life are constantly improving, among which intelligent hardware products are an indispensable part of users' digital life. Users have not only basic functional requirements for smart hardware products, but also higher-level quality, emotional, and social needs.

 2. intelligent hardware product structure is increasingly diversified

From the perspective of product structure, China's intelligent hardware products can be divided into four categories: personal wearable equipment, home entertainment equipment, home security equipment and other equipment. Among them, personal wearable devices include smart watches, smart bracelets, smart glasses, etc.; home entertainment devices include smart speakers, smart TVs, game consoles, etc.; home security devices include smart door locks, smart cameras, smart cat eyes, etc.; other devices include smart robots, drones, vehicle-mounted equipment, etc.

my country's smart hardware product structure is showing a diversified trend. With the increase in the consumption power of my country's residents, in addition to traditional personal wearable devices and home entertainment devices, other segments are also booming. Among them, intelligent robots are one of the segments with the most growth potential, mainly used in old-age companionship, education and entertainment, business services and other scenarios, to provide users with intelligent, humanized and interactive experience. According to data from the Shangpu Consulting Group, China's intelligent robot market has maintained rapid growth,2022year breakthrough300billion mark, compared2020The year has nearly doubled and is expected2025years will exceed1000billion yuan, with an average annual growth rate35%Above.

Shangpu Consulting believes that the main reasons for the increasing diversification of my country's intelligent hardware product structure are as follows:

Diversification of user needs. As users' awareness and acceptance of smart hardware products increases, their needs for products are becoming more and more diverse. Different user groups, different usage scenarios, and different consumer preferences have given birth to different types of smart hardware products. For example, the needs of the elderly for intelligent robots are mainly old-age companionship and health management, the needs of children for intelligent robots are mainly education, entertainment and emotional communication, and the needs of commercial users for intelligent robots are mainly service efficiency and cost savings.

-Product innovation continues. With the continuous progress and breakthrough of technology, the innovation of intelligent hardware products is also continuing. Not only in the product function, performance, experience and other aspects of improvement, but also in product form, design, interaction and other aspects of innovation. For example, smart glasses have developed from the initial simple display of information to the current integrated camera, microphone, speaker and other functions, realizing voice control, gesture recognition, virtual reality and other interactive modes; smart speakers have developed from the initial simple playback of music to the current integrated screen, camera, projector and other functions, realizing video calls, film and television playback, home control and other application scenarios.

-The industry ecology is perfect. With the continuous development and growth of the industry, the ecology of the intelligent hardware industry is becoming more and more perfect. From the core components such as upstream chips, sensors and modules, to the key links such as design, manufacturing and testing in the middle reaches, and then to the important support of downstream channels, platforms and services, a complete industrial chain has been formed. At the same time, a good cooperative relationship has been formed within the industry, and mutual benefit and win-win results have been achieved through open platforms, shared resources, and joint innovation.

 3. intelligent hardware field investment heat rebounded significantly

As an important part of the multi-level capital market, equity investment has become the core engine to promote the rapid development of intelligent hardware. With the promotion of policy support, technological progress and consumption upgrading, the intelligent hardware industry is in2022The year ushered in an explosive development, attracting a large amount of capital investment.2021The number of investment cases and amounts in the field of intelligent hardware set a new record, reaching.211and114.6Billions of dollars.2022Breakthrough in the size of China's smart hardware market in9,000Billion yuan, a year-on-year increase of more10%。

Champu Consulting believes that the main reasons for the obvious rebound in investment in the field of intelligent hardware are the following:

-The industry outlook is promising. As an important part of the digital economy, the smart hardware industry has huge market potential and development space. With the continuous progress and breakthrough of technology, the innovation ability and application scenarios of intelligent hardware products continue to expand, providing a strong driving force for the growth of the industry. At the same time, with the improvement of users' awareness and acceptance of intelligent hardware products, consumer demand is also increasing, providing stable support for the development of the industry. Therefore, capital is optimistic about the prospects of the smart hardware industry and has increased investment to seek opportunities.

-Increase the strength of the enterprise. After years of development and accumulation, intelligent hardware enterprises have formed a certain strength and advantages. Whether in product research and development, brand building, channel expansion, user operation, etc., or in strategic planning, resource integration, management and other aspects, there has been great progress and improvement. At the same time, smart hardware companies are constantly innovating and changing, adapting to market changes and user needs, and achieving sustained profitability and growth. Therefore, the capital of intelligent hardware enterprises to the strength and potential of recognition attitude, have increased support, seeking cooperation.

-Clear investment logic. The core logic of investment in the smart hardware sector includes two dimensions and six key factors, namely, strategic capabilities, resource capabilities, and operational capabilities.“endogenous force”And to circle influence, private domain retention, potential customer transformation power-based.“external gravity”. These factors are not only important conditions for smart hardware companies to gain long-term competitive advantage and stabilize excess profits, but also important criteria for capital assessment of the value and potential of smart hardware companies. Therefore, capital has a clear attitude towards the logic of investment in the field of intelligent hardware, and has increased its attention to seek breakthroughs.

 4. intelligent hardware market competition continues to deepen

Driven by relevant policy support, accelerated evolution of technology, increasing demand for diversification and continued capital empowerment, China's smart hardware products are evolving towards high-end and diversification, and competition in the smart hardware market is deepening. In this context, intelligent hardware enterprises need to build competitive barriers of different combinations of capability elements in stages and levels based on their own positioning, enhance the endogenous power of enterprises, and strengthen the external resource empowerment with global operation as the core.

Global operation refers to the systematic construction of "external gravity" based on WeChat ecology, thus empowering the value gain of intelligent hardware brands. According to data from Shangpu Consulting Group, WeChat ecology has become the main private domain position for users to purchase intelligent hardware. With the inherent advantages of social platforms, the multi-contact function in the WeChat ecosystem is becoming more and more perfect, and the decision-making in the user's WeChat ecosystem is no longer a single island, but a "decision-making".-Purchase-Share”A closed loop of consumption that can be completed in one stop and become mainstream.

Shangpu Consulting believes that the global operation based on WeChat ecology can systematically build "external gravity", thus empowering the value gain of intelligent hardware brands, which is an important way for enterprises to gain long-term competitive advantage and stabilize excess profits, thus winning the favor of capital. Specifically, the global operation mainly includes the following aspects:

-Brand building. Brand is the core asset of intelligent hardware enterprises, and it is also an important basis for users to choose intelligent hardware products. Brand building based on WeChat ecology can use WeChat public numbers, small programs, circle of friends and other forms to spread brand concepts, display brand image, and enhance brand awareness and reputation. At the same time, we can also use WeChat social attributes to build brand community, cultivate brand loyalty and expand brand influence.

-User operations. Users are the core resources of intelligent hardware enterprises and important users of intelligent hardware products. The user operation based on WeChat ecology can use WeChat payment, WeChat mall, WeChat membership card and other functions to realize rapid acquisition, convenient payment and accurate marketing of users. At the same time, we can also use WeChat data analysis, WeChat service notification, WeChat customer service and other tools to achieve effective management, timely communication, quality service and so on.

-Product innovation. Products are the core competitiveness of intelligent hardware enterprises and an important carrier for users to experience intelligent hardware products. Product innovation based on WeChat ecology can use WeChat open platform, WeChat hardware platform, WeChatAIOpen platform and other platforms to achieve rapid product development, convenient access, intelligent upgrade. At the same time, we can also use wechat voice recognition, wechat gesture recognition, wechat games and other technologies to realize product diversification, differentiation and interest.

In summary, Shangpu Consulting analyzed the market size, development trend, investment logic and competitive strategy of the intelligent hardware industry. Through the analysis, it is found that the intelligent hardware industry has broad prospects, the market scale is growing steadily, the intelligent hardware product structure is becoming more diversified, the sub-sector is booming, the intelligent hardware field investment heat rebound is obvious, the investment logic is clear, the intelligent hardware market competition is deepening, the whole area operation has become the growth engine. Therefore, it is suggested that intelligent hardware enterprises should grasp the opportunities of the industry, strengthen their own strength, actively innovate and change, and realize sustainable development.