Fluorite network, difficult to be a "lone brave"

The theory of intelligent relativity

Author Chen xuanbin

South Bank of Qiantang River , Hikvision's new headquarters building is close to Jiangnan Avenue , Standing in Hangzhou Internet of things Industrial Park . This is the largest single building in the park , Symmetrical twin tower connected structure , unique . among , On the top of the building , Two brands LOGO Each side , It's particularly eye-catching , On one side 「 Comview 」, On the other side is 「 Fluorite 」.

As a leading enterprise in the field of security , Hikvision has a very wide business line , Among them, the innovative business sector covers smart home 、 robot 、 Automotive electronics 、 Smart storage 、 Intelligent fire fighting 、 Infrared imaging 、 Intelligent medical treatment 、 Intelligent security inspection and other fields , Recently, fluorite network has been split continuously 、 Haikang robot two innovative business companies , Promote the listing process .

Not long ago , Fluorite network made its debut on the science and Technology Innovation Board , It successfully launched the first shot of Hikvision's brand listing . but , If Hikvision attaches importance to it only because of its growth and listing prospects , So for fluorite network , Obviously a little shallow —— Not only underestimated the commercial value of fluorite network , At the same time, it also misreads the ambition of Hikvision .

Hikvision's ambition ： Grasp C End consumption market

The story of fluorite network is inherited from Hikvision , Originated from a home camera .

2012 year , Hikvision began to build an Internet business team internally , Set up a new brand “ Fluorite ”, And face C The first home camera product was launched in the end market “ Fluorite C1”. At the time , Hikvision's main businesses are To B Government and enterprise services , Fluorite has initially opened a To C Consumer business outlet .

Not long after ,2015 year , Fluorite Network Co., Ltd. was established , And created fluorite cloud open platform , Start to march on a large scale, represented by smart home C End consumption market .

In the development process of the following years , Fluorite network has successively developed smart door locks in addition to home cameras 、 Smart cat eyes 、 Home care robot 、 Floor sweeping robot and other popular items , And in 2019 In, it announced its own “1+4+N” The ecological layout of the Internet of things .

In terms of strategic planning , Fluorite network attempts to build a cloud platform as the core , Around smart home cameras 、 Smart access 、 Intelligent control 、 Intelligent service robot has four kinds of characteristic products , Plus the smart home ecosystem of other ecological smart home products .

however , Judging from the recent revenue structure , The path of fluorite network is slightly different from the preset , The ecosystem has not yet fully blossomed . According to the prospectus ,2021 In, most of the revenue of fluorite network came from the smart home camera business , reach 29.39 One hundred million yuan , The share of total revenue is 69.99%. Next, cloud platform services , revenue 5.38 One hundred million yuan , Proportion 12.81%.

Although cloud platform services have made achievements , But not yet fully formed , Whether in terms of revenue or market size , At present, it is not enough to become the core driver of fluorite network . According to public data , The number of access devices of fluorite IOT cloud platform is 1.59 One hundred million units , Compare millet IoT Platform 4.78 Billion 、 Tmall elves 3.55 Billion , There is an obvious gap .

also , Through the analysis of access equipment , Accessed on the fluorite IOT cloud platform 1.59 Billion devices , Among them, there are videos 1.3 One hundred million units , Proportion is as high as 81.76%. That means , At present , Fluorite IOT cloud platform mostly serves smart home camera products , The access volume of other categories is not high , The whole ecological layout is relatively simple , Urgent expansion .

meanwhile , Among the four types of featured products , Smart home cameras benefit from long-term technology accumulation and precipitation , Riding in the market . Disclosure according to prospectus ,2021 In, the shipments of smart home cameras of fluorite network were about 1800 Ten thousand units , It has a global market share of about 18%, Maintain a very significant leading edge . While the other three categories have not “ run ” come out , Only smart home entry has improved slightly , revenue 3.35 One hundred million yuan , Proportion 7.97%.

Now , Fluorite network is being built with smart home + The development mode of double main businesses with two major businesses of cloud platform as the core . In terms of revenue structure and overall market status , The dual business of fluorite network has not yet reached the ideal state , Cloud platforms with a solid foundation need to rise , Although there are smart home cameras in the smart home system , But the space for development is narrower after all , Continue to expand the smart category , Create a relatively complete product matrix .

Macroecology 、 The whole category 、 Cloud interaction 、 Hard technology 、 High quality control and so on affect the competitiveness of major smart home brands , For fluorite network, it needs to be constantly supplemented . And in the process , What fluorite network needs to do is to face more fierce market competition with a more independent and enterprising attitude .

The future of fluorite network ： Strengthen the cloud platform 、 Do cloud ecology

According to the prospectus , Through this round of listing , Fluorite network plans to raise funds 37.39 One hundred million yuan . among ,22 Billion yuan for fluorite intelligent manufacturing Chongqing base project ,8 Billion yuan for the new generation of Internet of things cloud platform project ,3.9 Billion yuan for R & D projects of core and key technologies of smart home ,3.38 Billion yuan for fluorite smart home product industrialization base project .

In terms of planning , The future development of fluorite network is mainly divided into three steps , First, self built production lines , Expand production scale ; The second is to strengthen the cloud platform of the Internet of things , Build a developer ecosystem , Pull up your own ecological team from the cloud ; Third, focus on the core technology of smart home , Try to find a technological path in your industry .

From production to cloud , Then to the core technology , The growth plan of fluorite network is relatively thorough and comprehensive . Next, it depends on whether this new brand can really achieve its development plan as scheduled .

recently , Fluorite network held 2022 ECDC Fluorite cloud Developer Conference , It focuses on strengthening the capabilities of fluorite cloud service platform , And launched a new service ——ERTC Fluorite real-time audio and video .

Judging from this Developer Conference , Fluorite network's idea of helping the cloud service platform up as soon as possible is relatively clear and rigorous —— Focus on audio and video capabilities , Fluorite network attempts to extend the technical advantages accumulated in camera products in the past , Attract major industrial partners with a more open attitude , Further strengthen 、 Expand your own cloud service ecosystem .

Such an attempt is more in line with the rhythm of fluorite . in fact , Fluorite network is most praised by the market for its development rhythm —— When peers are facing the problem of loss , Fluorite network can still maintain a good profitability , Always in a calm state , This is relatively rare .

According to the prospectus ,2019-2021 year , The revenue of fluorite network is 23.64 One hundred million yuan 、30.79 One hundred million yuan 、42.38 One hundred million yuan , The net profit attributable to the parent in the same period is respectively 2.11 One hundred million yuan 、3.26 One hundred million yuan 、4.51 One hundred million yuan , As a whole, it has maintained a good business hematopoietic capacity . among , The gross profit margin of fluorite network's main business can also be basically maintained at 33% above , Compare millet 2021 year IoT And consumer products 13.1% In terms of gross profit margin , Still at a relatively high level .

This kind of profitability is a plus for an independent brand . For fluorite network , Keeping a good rhythm is very important , Rely on the outstanding performance of the single category to help the whole brand and cloud service platform , And then step up the layout and polishing on the production side and technology side , In the future, we will continue to rely on high quality to continue to occupy a place in the highly competitive smart home market .

in general , The path of fluorite network in the field of smart home is a bit like the combination of green meter and graffiti intelligence , On the one hand, use smart products to make brand influence , Establish a preliminary brand awareness in the eyes of users , On the other hand, it uses cloud platform services to create a developer ecosystem , Expand service boundaries through the access of ecological partners .

but , The current problem is that except for smart home cameras, smart products and cloud platform services of fluorite network are not among the top in the industry , It is difficult to break through the market in the short term . And similar models are also being reproduced and adopted by peers , Both products and cloud platforms are facing a competitive situation , There is not much space left for fluorite network .

At the end ： Difficult 「 Lone brave 」

The commercialization process of fluorite network is a smart home business from small and fine to large and comprehensive , Here are the drivers of industry growth , There is also the guidance of brand development choice , Ultimately, fluorite network has grown from a business segment to an independent brand .

When fluorite LOGO It is placed on the other side of the new headquarters building of Hikvision , Perhaps fluorite's status and growth goals have been shown to the outside world .

From a practical point of view , At present, fluorite network pays more and more attention to the cloud platform of the Internet of things , This industrial model based on ecological development will continue to form an ecological network with fluorite as the core in the future , Part of the expansion of fluorite business must be based on the collaboration of ecological partners .

From relying on Hikvision in the early stage to relying on Ecological partners in the future , Fluorite network is difficult 「 Lone brave 」.

Compared with the former , The latter situation belongs to the active choice of fluorite network , Relying on Ecological partners will make this cutting-edge brand go further .

What is more , Do not do 「 Lone brave 」, Can really pull up an ecological partner team with an independent brand attitude , Is the way for fluorite to develop in the future .

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