​Smart Home, as a nascent industry, has gone through stages from single-product intelligence, to device interconnection, and then to comprehensive intelligence. During this period, with the development of technology, the consumption potential of the smart home market is constantly emerging. How should brands that want to enter the market develop a new product and quickly enter the market?​​ Before we start, let's talk about the common "ideas" of developing a new product, which is also useful in the task of developing smart home products. 1. Market Analysis 2. Generate Product Plan 3. Product Selection​ 4. Product Development 5. Product trial sale‌ 6. Commercialization‌​ For the brand that visited this article, you must have clearly defined the need to develop smart products, so the three points marked in red are what we will talk about.​​‌

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// ​ 1. Product Design (corresponding to the smart product development stage of the smart home business)​‌‌‌‌‌‌

​​In the early stage, the analysis and product selection have been completed, and the next step is implementation, which is also the most important and error-free link.Corresponding to the smart home business, the brand needs to start product development and prepare for the first round of shipments, and prepare to use the market to verify whether these tasks are correct and effective.‌‌

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​For a brand that has just started the smart home business, experience is lacking. We will share some brand experience with you.‌‌

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​As mentioned earlier, the brand will complete the development or procurement of smart products at this stage, and complete the shipment for market verification. In order to ensure that the product meets the market demand and can be monitored, the following things are usually carried out.‌‌

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​1) App development‌‌‌ Complete the App development, realize basic functions such as network distribution, control, and scene control, and release the App. In order to save costs, brands usually choose to purchase OEM App and launch services. In addition, due to updates such as app functions, review rules, and mobile phone system upgrades, it is also necessary to complete App updates on a regular basis to ensure continuous iteration of the App.​​​​​​‌‌‌

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​2) Voice function In addition to the App, the smart speaker is another core control terminal, which is also closer to the actual smart home experience of consumers. Therefore, overseas brands will enable the voice function for the product in advance at this stage.‌‌‌

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​3) Product Certification‌‌‌ If overseas brands will be available on the Amazon mall, they will complete WWA product certification in advance (WWA certification: the Works With Alexa icon can be printed on the outer packaging of the product) to obtain Amazon's traffic support and provide more exposure for the product. Similar certifications include WWGA product certification (WWGA certification: the Works With Google icon can be printed on the outer packaging of the product)‌‌‌‌‌‌

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​4) Data monitoring‌‌‌ After the product enters the market for the first time, various data will be generated, such as App downloads, registered users, active users, device activations, device usage, etc. Brands need to prepare in advance so that they can dynamically adjust product promotion and iteration strategies later.‌‌‌

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// ​ 2. Product Trial Sales (corresponding to the market verification & iteration period of the smart home)‌‌‌‌‌‌

​Product trial sale is the sales link before the product is officially launched, which is used to test product response and improve defects.​‌‌‌

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​In the smart home business, a small number of products can be shipped, put into the market first, and iteratively optimize products through market feedback. At this stage, the usage of some consumers and products, device activation, daily usage, etc. can be obtained.By analyzing these data, products and consumer experience can be continuously optimized, and new growth points can be tapped. So at this stage, what data can typically be monitored? And what directions can be optimized?​​‌‌

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​1) Share some common data dimensions‌​‌‌

2) Some examples of optimization directions‌​‌‌

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// 3. Commercialization (corresponding to the business growth period of smart home business)‌​‌‌‌

‌​After the first two stages, the brand has completed the accumulation of a certain amount of product usage data and consumer data. When the market feedback is acceptable, the brand can start to commercialize the layout and start business growth and breakthroughs.​‌‌

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​So how to grow and breakthrough at this stage is the most cost-effective? As we all know, the cost of attracting new users has been increasing with the intensification of market competition. The growth rate of new users is also getting slower and slower. It is more difficult to rely on buying users to grow business. Conversely, the cost of maintaining existing users is lower than that of new users, and these users have trust and loyalty to the company, making it easier to tap user needs and value.​‌‌If you manage existing users well, you can easily achieve goals such as repurchasing and attracting new users through old users, thereby contributing more economic value to the company.​‌‌‌‌

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‌​Then, to do an excellent job in the operation of existing users, the core point is to focus on consumers and understand consumers. For example, which products do they use frequently? which functions? What is the general household will use? When will the supplies run out? When will they buy the product a second time? On the basis of understanding consumers, guide each consumer's product use, repurchase and feedback through precise recommendations to enhance the value of users.​‌‌‌

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​In practice, we can first gain insight into consumer behavior through consumer grouping, data reports, etc., and then use email, App pop-up windows, App Banner and other operational tools to guide consumers on distribution networks/function usage/purchase recommendations/ Precise guidance such as repurchase reminder/share reminder, so as to improve consumer device experience and consumer product value.​‌​In addition to accurately guiding consumer behavior, an "online mall" can also be directly embedded in the app to push similar products and combined products to consumers to facilitate repurchases, thereby increasing the unit price of customers.​‌‌

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