尚普咨询对智能硬件行业的市场规模、发展趋势、投资逻辑和竞争策略进行了分析。主要结论如下：

-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%。2023年全年预计将进一步扩大至12,500Billion yuan, year-on-year growth34.41%。

- 智能硬件产品结构日趋多元化，智能穿戴设备、智能机器人等细分领域蓬勃发展，智能家居、智能汽车、智能医疗等应用场景也不断拓展，为行业增长提供了强劲动力。

-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.“内生力”和以圈层影响力、私域留存力、潜客转化力为主的“外引力”。

- 智能硬件市场竞争不断深化，以全域经营赋能品牌价值提升对智能硬件企业尤为重要。全域经营是指基于微信生态的系统化构筑“外引力”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%。2023年全年预计将进一步扩大至12,500Billion 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,2022年突破300billion mark, compared2020The year has nearly doubled and is expected2025years will exceed1000billion yuan, with an average annual growth rate35%Above.

尚普咨询认为，我国智能硬件产品结构日趋多元化的主要原因有以下几点：

- 用户需求多样化。随着用户对智能硬件产品的认知和接受度提高，他们对产品的需求也越来越多样化。不同的用户群体、不同的使用场景、不同的消费偏好，都催生了不同类型的智能硬件产品。例如，老年人对智能机器人的需求主要是养老陪伴和健康管理，儿童对智能机器人的需求主要是教育娱乐和情感交流，商业用户对智能机器人的需求主要是服务效率和成本节省等。

-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

作为多层次资本市场的重要组成部分，股权投资已成为推动智能硬件高速发展的核心引擎。随着政策支持、技术进步和消费升级的推动，智能硬件行业在2022The 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.2022年我国智能硬件市场规模突破9,000Billion 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.“内生力”和以圈层影响力、私域留存力、潜客转化力为主的“外引力”. 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.

 四、智能硬件市场竞争不断深化

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.

全域经营是指基于微信生态的系统化构筑“外引力”，从而赋能智能硬件品牌价值增益。据尚普咨询集团数据显示，微信生态已经成为用户购买智能硬件的主要私域阵地。借助社交平台与生俱来的优势，微信生态内多触点功能日益完善，用户微信生态中决策不再是单一孤岛，而是“决策-Purchase-分享”可一站完成的消费闭环，并以此成为主流。

尚普咨询认为，基于微信生态的全域经营，能够系统化构筑“外引力”，从而赋能智能硬件品牌价值增益，是企业获取长期竞争优势和稳定超额利润，从而赢得资本青睐的重要途径。具体来看，全域经营主要包括以下几个方面：

- 品牌建设。品牌是智能硬件企业的核心资产，也是用户选择智能硬件产品的重要依据。基于微信生态的品牌建设，可以利用微信公众号、小程序、朋友圈等多种形式，传播品牌理念、展示品牌形象、提升品牌知名度和美誉度。同时，也可以利用微信社交属性，打造品牌社群、培养品牌忠诚度、扩大品牌影响力。

- 用户运营。用户是智能硬件企业的核心资源，也是智能硬件产品的重要使用者。基于微信生态的用户运营，可以利用微信支付、微信商城、微信会员卡等多种功能，实现用户的快速获取、便捷支付、精准营销等。同时，也可以利用微信数据分析、微信服务通知、微信客服等多种工具，实现用户的有效管理、及时沟通、优质服务等。

- 产品创新。产品是智能硬件企业的核心竞争力，也是用户体验智能硬件产品的重要载体。基于微信生态的产品创新，可以利用微信开放平台、微信硬件平台、微信AI开放平台等多种平台，实现产品的快速开发、便捷接入、智能升级等。同时，也可以利用微信语音识别、微信手势识别、微信小游戏等多种技术，实现产品的多样化、差异化、趣味化等。

综上所述，尚普咨询对智能硬件行业的市场规模、发展趋势、投资逻辑和竞争策略进行了分析。通过分析发现，智能硬件行业前景广阔，市场规模稳步增长；智能硬件产品结构日趋多元化，细分领域蓬勃发展；智能硬件领域投资热度回升明显，投资逻辑清晰；智能硬件市场竞争不断深化，全域经营成为增长引擎。因此，建议智能硬件企业把握行业机遇，加强自身实力，积极创新变革，实现可持续发展。