スマートホームのトレンドがベトナムで新たな風を巻き起こす

スマートホームのトレンドがベトナムに新たな風を吹かせる

2020年11月15日

B&Company

Recent developments surrounding Industry 4.0 and Internet of Things (IoT) have found traction and interest in the smart home market in Vietnam. The dramatically accelerating pace of technological innovation has resulted in the rising trend of owning a smart home in many developed countries around the world. With its two largest metropolises among top 10 fastest growing cities in terms of economic and real estate development (as listed in the City Momentum Index 2020 by Jones Lang Lasalle – JLL), Vietnam’s smart home market, though still in its infancy, possesses promising investment opportunities thanks to the rapid urbanization and the boom of megacities in the country.

Smart Home Market Revenue is expected to significantly increase in Vietnam

According to Statista, up to August 2020, the Vietnamese smart home market has reached revenue of about 179 million USD and experts predict this figure to reach 524 million USD in 2025 with a CAGR (2020-2025) of 23.9%. Of the total number of smart home product sales value in all 6 segments including control and connectivity, security, smart appliances, energy management, comfort and lighting, and home entertainment, major contributors to revenue are the first three in the list, accounting for more than 70% of total sales value over the researched period. In particular, “control and connect” is forecast to be the segment with most increase in market share over the next 5 years, followed by “comfort & lightning” and “energy management” despite being at a much smaller scale.

In terms of revenue growth, after the dramatic boom in the past 3 years with the peak of 70% growth rate in 2018, the smart home market is expected to slowly reach its stable growth period in the next 5 years at 14%. Remarkable drop point in the revenue growth rate is predicted to follow the impact of COVID-19. “Comfort & Lightning”, “Home Entertainment” and “Security” are the three segments with least growth rate drop.

世界的に見ると、ベトナムのスマートホーム市場は他の国に比べてまだかなり未成熟です。Statistaの統計によると、2020年8月時点で、ベトナムは収益で33位、世帯普及率で64位にランクされています。Vietnam Investment interview（VIR）によると、ベトナムはまだスマートホーム市場の発展に向けて「道を切り開く」段階にあり、顧客がスマートホームアプリケーションに慣れる時期です。その結果、投資家と顧客は主に、空調、照明、電気の管理システムなどの基本的なソリューションを選択します。安定した需要が確立されて初めて、より高度で専門的なソリューションが既存のソリューションと統合できるようになるかもしれません。

新しい都市プロジェクトの住宅開発業者がスマートホーム導入の先駆者となる

According to Statista, the total number of smart homes in Vietnam in 2020 is about 0.6 million. This number is relatively small compared to the total number of more than 26.8 million households (General Statistic Office, 2019) in Vietnam. Moreover, as stated by JLL Vietnam, most smart homes are developed in the residential sector of newly built or still under construction projects located mainly in the two most urbanized cities of Vietnam – Hanoi and Ho Chi Minh city. However, installing smart technologies would result in a higher price tag for the properties, which would likely limit the target market to the high-end segment. This consequently explains one of the reasons why it was slow in the first phase to penetrate smart home market in Vietnam. Nonetheless, the potential for market growth is still high as many developers have become more proactive in integrating the concept of smart home in their projects and offering smart techs as extras in a promotion or free experience program.

特に、スマートホームアプリケーションの6つの主要セグメントを見ると、前述のように収益の点では最高ではないものの、「制御と接続」、「ホームエンターテイメント」、「快適さと照明」がベトナムのスマートホームで最も多く使用されているアプリケーションです。「制御と接続」の機能とエンターテイメントおよび快適さの要素が、日常生活に最も付加価値をもたらすはずのスマートホームコンセプトの焦点であると推測できます。さらに、別のデバイスに接続できる統合デバイスは、その使いやすさと機能の多様性により、スタンドアロンデバイスよりも優位になります（AmazonのAlexa Echo Dot、Hikvisionのスマートカメラ、YaleのKeyは、Lumi Vietnamのスマートホームシステムに統合できます）。スマート家電を備えた家庭のほとんどは、最新の電気システムを備えた高級アパートです。

プレイヤーの風景

As the development of smart homes becomes an indispensible trend, many international technology giants have established affliates in Vietnam. Along with the growth of the market is the launch of different brands in various segments to meet diverse users’ demand. The Smart Home market is divided into two groups including foreign brands: Siemens (Germany), Schneider (France), Smartg4 (USA), Gamma (Germany), Fibari (Poland), and well-known domestic brands such as BKAV Smarthome, FPT, Lumi, Acis, etc. Despite major concerns about the quality of domestic smart home products as they are mostly newly developed and not tested much, products by domestic players seem to be highly appreciated for their friendly features and affordable price. Moreover, according to analysis by Vietnam Investment Review, an obstacle for foreign smart home solutions is that they are not really compatible with the infrastructure and the development of the construction sector in Vietnam.

Taking BKAV statistics as an example, the number of households that installed BKAV’s smart home system has steadily increased. After launching the BKAV SmartHome package in 2014, they targeted the high-end segment of customers such as large villas, castles, etc. As a result, from merely 700 households installed BKAV smart home system in 2015 focusing on high-end segments, after 5 years, the estimated number of households installing BKAV smart home solutions is 12,000 with the corporation’s decision to expand the target to the mid-range segments since 2017 by offering the BKAV SmartHome Premium package at a more affordable price. They predicted that there will be many smart homes by well-known developers like Vinhomes, Son Kim Land, and Novaland to be released in Ho Chi Minh City in the future. As one of the dominant players in the smart home market in Vietnam, BKAV directly competes with foreign brands to offer their solutions at affordable prices. The company has won the contract to supply and install a smart home at FLC Sam Son resort complex, Thanh Hoa in 2017. It offers various products like smart appliances, security, home entertainment, and artificial intelligence solutions, etc. According to VIR, Bkav SmartHome has deployed nearly 60 projects in and outside of Vietnam. The most recent projects are Ecolife Capitol in Hanoi, Hanoi Landmark 51, and Condotel Royal Park Bac Ninh.

Lumi is another key player in the smart home market which provides inductive switches, smart electrical equipment, and smart home solutions. Lumi Vietnam had a project to integrate the smart home equipment system to 8,000 apartments at Vinhomes Tan Cang (Vinhomes Central Park) in Ho Chi Minh city as well as other Vinhomes megacities projects in Hanoi (Royal City, Times City). The compay offers three main packages of smart home systems with different price ranges in between 1,500 – 4,500 USD (“Lumi standard”, “Lumi medium”, and “Lumi Vip”). After 4 years of development, Lumi has the largest market share in the mid to high-end segment in Vietnam. Lumi Vietnam also exports products to foreign countries, such as India, Thailand, Australia, and Brazil.

Besides BKAV Corporation and Lumi, Acis is also considered as a successful smart home brand in Vietnam. Acis has successfully developed an exclusive wireless solution for smart homes, called Easy Control. According to the CEO of Acis, this company accounts for 70%-80% of the market share in the South in Vietnam. On an interview with EinPressWire in mid 2020, representative from Acis shared that their solutions have created a revolution in price when bringing the cost for smart home installation to only 1/4 compared to foreign products, and are also applicable for different house types in Vietnam including apartments, dwelling houses and villas.

ベトナムのスマートホーム市場は、ミレニアル世代と中高所得層の若い現代家族に焦点を当てている。

上の図に示すように、スマートホーム所有者を年齢別に見ると、25～34歳のミレニアル世代の普及率が最も高く、スマートホーム所有者の35%を占めています。35～44歳と18～24歳の年齢層は、それぞれスマートホーム所有者全体の24%と20%を占めています。1980年から2000年の間に生まれたミレニアル世代は、ベトナムの人口の35%を占めています。この世代は、スマートホーム市場のキーグループです。さらに、彼らの技術への精通度の高まりが、スマートホーム志向の加速を説明できます。

Looking at the smart home owners by income, most smart home owners understandably come from the high-income group (36.7%), medium and low-income groups share the same percentage for the number of users (32% and 31% respectively). The differences lie in the level of smart tech installation. In middle and high-income groups, smart homes are installed under a fully-integrated system and have a central control unit. These devices are interconnected, and can understand customer behavior. On the other hand, in the low-income segment, customers usually purchase selected devices in a smart home package to reduce costs. Customers in this segment are usually individual households, and they often purchase sensor switches or separate smart home appliances.

スマートホーム市場の発展の可能性に影響を与える要因

ベトナムのスマートホーム市場の成長の主要因は、急速な都市化、スマートフォンと無線ネットワーク接続の普及率の高さ、そして総人口に占めるミレニアル世代の大きな割合によって説明できます。Vietnaminsiderが述べたように、ベトナムはスマートフォントラフィックの成長で世界をリードしており、ミレニアル世代の台頭と彼らのハイテクへの精通度の高まりは、ユーザーのテクノロジーに対する好みを押し上げるでしょう。Vnexpressの記事によると、一部のユーザーは新しいスマートホームに非常に精通しています。彼らは、このシステムは操作の利便性、安全性、省エネという利点があると述べました。しかし、彼らは家族の高齢者について深刻な懸念も表明しました。ベトナムの家族は多世代で暮らすことが多いため、家族の高齢者はスマート家電に煩わしさを感じています。

As for individuals, there are three key barriers in making decision to install smart home tech as shared by representative of Acis on EinPresswire. Firstly, it is the traditional psychology of which users are familiar with a contactor to control electrical appliances in their homes. This habit has created a psychological barrier in replacing contactor with any other smart devices. Secondly, the price for smart techs is not affordable for many people. Even though product offerings from many domestic brands have created much accessibility for smart home installation (1,500 – 4,500 USD on average for a basic package) compared to the price for foreign branded products, to own a smart home with out-of-the-box solutions and equipment, experts estimate that the lowest cost might be up to 25,000 USD (VIR, 2018). This amount of investment is comparatively high for a country with GDP per capita of 2,715 USD (Worldbank, 2019) and average monthly income per capita of approximately 180 USD (Statista, 2019). The third concern is the anxiety regarding the complexity of installation.

VN Economic Timesによると、不動産開発業者の観点からは、スマートホーム技術の組み込みを容易にするために、現代の建築方法を使用して大量の住宅を建設することも必要だという。さらに、住宅が真にスマートになるためには、ベトナムでより広範かつ高品質のネットワーク接続が必要である。

今後数年間に予想されるスマートホーム市場の動向

ハノイ、ホーチミン市、ダナンなどの大都市では、スマートホームが現代の住民にとって新しいトレンドになりつつあります。彼らは、最新のテクノロジーを取り入れたミレニアル世代であり、潜在的な顧客でもあります。さらに、スマートホーム市場は、テクノロジーを使って生活を向上させる若い家族をターゲットにしています。

スマートホームの人気が高まっており、開発者はスマートテクノロジーを建築プロジェクトに使用するよう奨励されています。この分野の成長における障壁は、需要の高さを考えると、コストが高いことです。スマートアパートメントの価格は、従来の10-15%よりも高くなっています。テクノロジー4.0のトレンドでは、スマートホームだけでなくスマートビルディングも予測することが急務となっています。スマートホームは、テクノロジーに加えて、フレンドリーな環境、エネルギー効率、安全性の要件を満たす必要があります。したがって、長期にわたる持続可能な開発のためには、ベトナムの開発者がスマートアパートメントをマーケティングの流行語として使うだけでなく、真にスマートにすることが重要です。

結論として、スマートホームの導入は、ユーザーエクスペリエンスを向上させ、日常生活にさらなる付加価値をもたらし、生活水準を向上させ、時間、お金、エネルギーを節約できるため、不可欠であると言えます。その考え方では、人々がスマートホームソリューションの利点を認識し、その結果、家庭に新しいテクノロジーを導入することに対する警戒心を克服できる変化の時が来るでしょう。

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