From understanding your water dispenser to treadmill, why do you want to be intelligent?

Source | Bohufn

Author | Twilight

On July 20, Tmall Elf held an ecological partner conference in Shenzhen, and announced that a new first -level business intelligent interconnection has been established a few days ago to explore more consumer artificial intelligence forms.

This is an organizational strategy upgrade after Tmall Elf operating AIOT ecology for 3 years.

I wanted to have a war book at that time, and generously stated that they would cultivate 10 smart hardware brands like Mijia.

Two years later, Tmall Elf penetration rates in 22 industry categories exceeded 15%, and more than 1,600 brands came out of the "first kilometer of intelligence".

Intelligence has entered a new stage.

Unlike Xiaomi focusing on smart homes, Baidu's focus on expanding the expansion is that Tmall Elf focuses more on creating an open ecosystem. Behind the explosive models such as the ease of Eye massage, Yijian treadmill, and intelligent voice globe, are the presence of the Tmall Elf AIOT ecosystem.

By providing technical and integrated solutions service capabilities, help many vertical industries to achieve intelligence, so as to create explosive models to quickly occupy their own track markets.

Why does Tmall Elf's AIOT mode support the intelligent industry to achieve intelligence?

To this end, Bohu Finance focuses on the ecological partner of Tmall Elf, which is easy, Yijian, and Qinyuan as the leading industry in the field of consumer electronics and home improvement. They have something to say.

Tmall Elf and its ecological partners

"The user and the engine of the infinite variable change are completely different. The transmission is five gears, but the stepless transmission is a very delicate digital speed."

In 2018, Yijian and Tmall Elf launched the first cooperative product -Yijian Elf Treader for 3 months. Today, the sales of this product have exceeded 930,000 units, and it is still the first category on the Tmall platform.

In the 5 years of cooperation, as the leading Chinese treadmill and sports fitness equipment brand, this 17 -year -old brand with a history of 17 years is not dare to slack off when facing transformation and upgrading, and always thinks about new opportunities in traditional industries.

Looking back at the fitness industry, Pan Yanjun, chairman of Bokang (Yijian) Technology Co., Ltd., believes that its maximum pain point comes from insufficient product power. This is why the fitness industry has not been able to achieve intelligent transformation in the past.

The production of intelligent products requires professional talents. Pan Yanjun found that even if the industry opens the patent as Tesla, the technology cannot keep up. The reason is that there are too few talents, and the peers are more imitation. The most intuitive feeling is that Pan Yanjun, who has been in the industry for 18 years, has few technologies. This has made the veteran of the sporting goods market realized that cooperation may be a solution.

The cooperation with Tmall Elf is a shot, but it is more based on the concept of "groping". Tmall Elf is not an expert in sporting goods, but Yijian is a novice in AI technology, but it improves consumers in sports. Experience is a starting point.

"The needs of intelligence are to seek understanding from users. For example, why the Tmall Elf's sound control function is needed, because when we are exercising, we have to put up with both hands. At this time, it is inconvenient to operate the button." Pan Yanjun said, "In this scenario, you can speak out the demand directly with your mouth, which has great value for users."

Through a phrase "Tmall Elf", the Yijian runner can be automatically expanded, waiting for the user to move, and the use of voice can be automatically folded through a voice interaction. It can also adjust the speed halfway. In Pan Yanjun's view, the value of fitness intelligence is to achieve intelligence from the hardware side, the other is to complete ecological construction, allow more products to actively interact with users, and allow people to move more scientific and comprehensive exercise.

(Yijian treadmill)

This AIOT model is also innovatively used in the three treadmills of Elf, Ling Rhino X and Dabai MAX, as well as smart fitness mirrors. It is reported that Yijian is now developing a smart watch with Tmall Elf as a control center for sports equipment.

In fact, the intelligent upgrade is not only innovative and useful scenes at this stage. It is quietly promoting all head companies to build industry barriers.

Among the ecological chain partners of Tmall Elf, Qinyuan, a purification technology company established in 1998, was a manufacturer of intelligent layout early.

As early as 2015, the concept of intelligent water purifier was launched. But just staying in the concept, development is not mature. Over the years, technology and products have not improved, and product innovation is more reflected in the appearance and style changes. Most companies still stay on simple plagiarism and imitation. In a sense, most companies in the water purification industry are only producing workshops and lacking souls. This is the traditional side of the industry.

But for Qinyuan, intelligence is one of the key to its market differentiation positioning.

Based on the market share of Tmall Elf and the resource advantages and technical advantages accumulated in the past, in 2018, Qinyuan joined the ecological cooperation map of Tmall Elf.

In the same year, the two sides jointly launched a product called "KRL3863". Hu Ke, a global senior product manager of Qinyuan Group, recalled that at that time, the technical team of the two sides completed the development and verification of the entire product in only two months. Finally, the product listing also achieved good sales results. Through the integrated plan provided by Tmall Elf, the two parties have high efficiency of intelligent innovation.

Hu Ke deeply understands that the use of pain points that professional water purification brands are the first to pay attention to. The first is to filter whether it is clean, and the second is to remind the core in time. (Qinyuan smart water purifier test)

In the intelligent upgrade of the product, Qinyuan seized the pain points of consumers to replace the filter element during the product use process, cooperated with the Ali Tmall Elf team multi -dimensional, and launched a smart filter water purifier. In order to master the water quality of different places across the country, Qinyuan used IoT technology to explore a water quality map, covering more than 30 provinces across the country.

"The water quality of each place is different. Through AIOT technology, you can better grasp the regional water quality. Qinyuan developed a technology patent intelligent management system -the FMS intelligent filter element management system, allowing users to use the water purifier. Based on the different dimensions such as the number of families, the water quality conditions, etc., it is scientifically estimated to estimate the use of the filter element and life, and set the filter element reminder cycle to remind users to change the water purifier filter element in time. This is a typical example of relying on intelligence to solve the user pain points. " Hu Ke said.

According to the different water quality of each place, Qinyuan launched the corresponding solution to remind users to replace the filter element in time according to the water quality conditions to intelligently solve the user pain points. The user can also accurately calculate the usage of each filter element through the app, and inquire the water purification change value of the water purifier to replace the filter element in time. In the future, it may be not only a reminder. Qinyuan will also cooperate with Tmall to explore some more convenient means to help users complete one -stop purchase services.

For the water purification enterprise, behind the intelligence is a richer application scenario expansion, which is also an important trend. In the future, the water purification equipment is not only used in the kitchen, but also uses desktop water purifiers in the living room, soft water in the bathroom, soft water in the bathroom. Machine ... More consumption scenarios in the house are also expanding.

And these subdivided categories are quietly changing the living habits of Chinese people's details.

Why can Tmall Elf support the intelligent industry intelligence?

According to public data, Tmall Elf has now been connected to more than 1,000 IoT platforms, covering more than 1,600 brands with more than 260 sub -categories. With the help of the "Cat Core" solution, Hei Cixi Xiaocheng, Zhongshan Lighting, Jinhua Hardware/Sports Instrument, Puzhou Integration, Shunde Home Appliances, Fu'an Massage, Shantou Toys, Zhongshan Gate Lock, Tianjin Errhao and other 16 major industrial bands are carried out. Cooperation. In these industries, toys, door locks, curtains, and water dispenser were born, the speaking dolls, the air conditioner that could understand the words, and the kitchen appliances that could automatically cook the dishes under the order.

So why does a AI technology company support the intelligence of so many vertical industries?

As early as 2017, Ali proposed the "Wake -up Plan"; in March 2021, Tmall Elf launched the first smart screen module; by October 2021, Peng Chao, president of Tmall Elf The group "Cat Core" has been placed in more than 60 smart products of Double Eleven. The iteration of these schemes has thus driving countless product innovation of subdivided industries, and innovation is the core of the industry and the basis of the transformation.

Liu Zhihua, general manager of E -commerce, still remembers that the first 10 years of the company's founding, Beng easily focused on separate hardware massagers. Eye massagers were also the earliest categories of its first pioneering. But in the past, the most easy to do is the iterative upgrade of the product dimension. For example, in terms of materials, comfort, and portability, it has not really solved the core pain points of users.

In the dark time of wearing a massage instrument, people's fear and noise around them will magnify. It is easy to find that the feel on the hardware is far from satisfying the user. What they need is the perception of the pattern. For example, the user can clearly know what pattern is after wearing an eye mask, and this needs to use voice interaction. technology.

(Easy to massage eye mask)

In 2019, he easily cooperated with Tmall Elf. It didn't take long for the first eye massager Isee X equipped with Tmall Elf Voice Module. Liu Zhihua felt quite deeply. Double sales of sales. "

"Intelligence's understanding of the entire user is a more small and thinner granularity. On the basis of its original, it combines Ali's deeper understanding of users. The products made must be more Welcome to the market. "

Resources and technology are the key points, but it is the key to be able to observe the needs of users. For ease, intelligence is its important development strategy, and Tmall Elf helps to easily open up a new IOT product track, empowering its advantages including voice control, information inquiry, and emotional feedback, and iteration for product iterations The direction provides a basis.

In 2021, he easily landed on the science and technology board. It can be said that the easy growth and intelligence are inseparable, which helped this hardware company that founded nearly 20 years to open up new tracks.

It can be seen that the core value of AIOT comes from the experience of people provided by AI, not just the hardware and technology itself. Intelligence is by no means a hodgepodge. Each subdivision track can innovate according to actual needs to reflect the commercial value of its industry.

In recent years, although many large factories have launched the Internet of Things platform, Ali's AIOT platform still has some uniqueness. Relying on the accumulation of technologies such as Dharma Institute, Alibaba Cloud, and Tmall's huge user foundation and industry research insights, Tmall Elf AIOT can provide more "available" space for collaborators in integration capabilities. In the past three years, Tmall Elf has helped core partners reduce the threshold for AI from more than 10 million to 500,000 in the past, and the development cycle of smart new products has been shortened from 8 months to 2 months as soon as possible.

However, Pan Yanjun also said that the intelligentization of the manufacturing industry and cost reduction and efficiency are not the purpose. "The value of intelligence is just like when we use dynamic bicycles, you can feel the user's heart rate and allow him to move scientifically. . In addition to intelligence, the design ability and supply chain ability of the technical majors also have a great impact. "

The intelligence of consumer goods is still in a stage of growth. Tmall elves and partners are witnesses, as well as participants, and they are the same.

Liu Zhihua also realized this. She recalled the process of cooperation in product research and development, and affirmed the very important connection and coordination role that Ali played in it. , Service Providers, everyone goes down to the front line and walks into the details of the product production. "

After the organization upgrade

Such cooperation will be more and closer in the future.

On July 20, Tmall Elf announced at the partner conference that it was upgraded to a first -level organization intelligent interconnection. From Ali as a whole, this means that the company has given the intelligent business a greater authority to integrate resources.

From the perspective of the industry, in recent years, industrial intelligence is both a policy direction and an industry general trend. To achieve the overall goal of significantly enhanced digital technology integration applications in the field of consumer goods industry, it is necessary to use technology to promote innovation and create more new smart terminal products, so that enterprises need more sufficient flexibility to adapt to the market.

So, how does technology cut in? At this ecological partner conference, CICC analysts stated that future industry opportunities will be born in a subdivided field. Regarding this, Hu Ke felt quite deeply. "In a large category, the segmentation of the small product line is getting richer and richer, and everyone needs more details."

When industrial intelligence becomes a general trend, when the segment is a breakthrough, it also means that the intelligent ecology of Tmall Elf in the future still has great imagination.

The future is the era when the scene is king.

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