東協智慧家庭：市場佔有率分析、產業趨勢與統計及成長預測（2026-2031）

根據 Mordor Intelligence 預測，東協智慧家庭市場規模將從 2025 年的 52.9 億美元成長到 2026 年的 61.1 億美元，然後在 2031 年達到 125.6 億美元，2026 年至 2031 年的複合年成長率為 15.51%。

本報告按產品類型（智慧照明、暖通空調和能源管理設備、安全、安防和門禁控制等）、通訊協定（Wi-Fi、Zigbee 等）、銷售管道（線上零售和市場、營運商/網路服務供應商捆綁銷售等）、安裝類型（現有住宅改造、新住宅整合）以及國家/地區進行細分。市場預測以美元計價。

東協智慧家庭市場趨勢與洞察

政府主導的節能獎勵

新加坡的「氣候友善住宅計畫」為每戶住宅家庭提供400新元的節能家電補貼，這項舉措樹立了具有影響力的標桿，受到周邊市場的密切關注。泰國的《建築能源規範》和馬來西亞的《國家半導體策略》也是類似的監管舉措，推動了對智慧空調和能源管理設備的需求。多個國家的電力公司已開始試行分時電價方案，為安裝智慧溫控器和負載控制設備的家庭提供獎勵。新加坡榜鵝北岸住宅家庭能源管理系統的整合表明，將其融入基礎設施可以縮短投資回收期，並增強用戶信心。這些措施共同作用，正將智慧型能源設備從“錦上添花”轉變為“標配”，從而提振東協智慧家庭市場的中期前景。

都市區中產階級可支配所得增加

東協不斷壯大的都市區中產階級正推動家用電器從基本款轉向功能豐富、互聯互通的產品。預計越南家用電器消費額將以每年超過10%的速度成長，到2025年將達到130億美元。印尼的開發人員正將智慧家庭定位為“標配”而非“高階”，從而強化了消費者對互聯生活已成為現代住宅一部分的認知。越南本土企業如Lumi，經營一座平方公尺的物聯網工廠，服務7萬名客戶，顯示在地化設計、語言支援和氣候適宜的硬體如何打造出強大的細分市場，足以與跨國品牌競爭。因此，可支配收入的成長使得消費者能夠購買多種設備和升級訂閱服務，從而提升了供應商的客戶終身價值。

設備初始成本及安裝成本較高

零件價格上漲和關稅壓力推高了物料清單（BOM）成本，而此時對價格敏感的東協消費者正考慮進行可選升級。為減輕關稅負擔，製造商將生產轉移到馬來西亞和越南，被迫進行短期資本投資，這可能導致終端用戶支付更高的價格，並減緩入門級市場的普及速度。政府對批量採購的補貼在一定程度上抵消了價格上漲的影響，但許多家庭仍然傾向於從單一設備入手，而不是購買整套設備。供應商正透過減少功能來應對，但這些功能削減可能會破壞支撐經常性收入模式的流暢體驗，從而進一步減緩短期普及速度。

細分市場分析

至2025年，安全、安防和門禁設備將佔東協智慧家庭市場的31.45%。這反映了人口密集的都市區居住環境以及消費者對人身安全的日益關注。門鎖、攝影機和感測器無需進行結構改造即可安裝，因此該領域的維修需求強勁。暖通空調（HVAC）和能源管理設備成長最快，年複合成長率達16.78%，主要得益於電力公司引入浮動電價機制以及政府將家電補貼計畫與能源之星評級掛鉤。智慧照明仍然是一個成熟的入門級產品類別，飛利浦Hue的AI增強型產品展現了氛圍、安全性和自動化之間日益融合的趨勢。娛樂中心正面臨取代基於智慧型手機的控制面板的壓力，但即使在多房間環境中，對於延遲敏感型串流媒體播放，專用橋接器仍然是首選。智慧水龍頭和漏水偵測器等新興細分市場正在幫助那些面臨缺水困境的市場增強韌性。

飛利浦Hue的生成式AI助理是傳統照明品牌進軍全住宅安防領域的典型案例，而塗鴉智慧的AI寵物餵食器則凸顯了品類界線的模糊化，這使得東協智慧家庭市場保持著蓬勃的活力。市場競爭的激烈程度各不相同。成熟的設備，例如動作感測器，正逐漸走向商品化，而AI攝影機和節能型HVAC控制設備仍保持著高階定價。隨著用戶對雲端分析的信心不斷增強，將軟體儀錶板與硬體捆綁銷售的供應商正在獲得更高的客戶留存率和持續的業務收益。

預計到 2025 年，Wi-Fi 將支援 38.55% 的連網設備，主要得益於路由器的普及和用戶部署的便利性。然而，2.4 GHz 頻段的功耗問題和擁塞為 Thread 的低功耗網狀網路提供了成長空間，其複合年成長率 (CAGR) 將達到 16.55%。 Zigbee 在注重成本的多感測器部署中仍然佔據一定佔有率，尤其是在照明領域。低功耗藍牙 (Bluetooth Low Energy) 支援基於距離的功能，例如門鎖解鎖，但很少用於全住宅管理。專有的 1.5GHz 以下頻段協定仍存在於遠端安全周邊設備中，但隨著多重通訊協定晶片的普及，它們的市佔率正在下降。谷歌和聯發科推出的原生 Thread 晶片組表明，晶片生態系統正在向標準化協議棧轉變，從而降低開發成本並提高廠商之間的互通性。 Silicon Labs 原生支援 Matter over Thread 的智慧鎖進一步凸顯了該協定在需要高安全性的應用場景中的實用性。隨著晶片組價格下降，東協地區的製造商正在整合雙頻 Wi-Fi/Thread 無線功能，為終端用戶提供面向未來的柔軟性。

其他好處：

• Excel格式的市場預測（ME）表
• 3個月的分析師支持

目錄

第1章：引言

• 研究假設和市場定義
• 調查範圍

第2章：調查方法

第3章執行摘要

第4章 市場狀況

• 市場概覽
• 市場促進因素
  • 政府支持的節能獎勵
  • 都市區中產階級可支配所得增加
  • 智慧型手機和寬頻的普及率正在迅速提高。
  • 人口稠密城市公共安全問題
  • Matter協定支援跨品牌物聯網。
  • 透過與電信業者捆綁銷售的物聯網訂閱模式
• 市場限制因素
  • 設備和實施的初始成本相對較高。
  • 生態系統碎片化和對傳統協議的鎖定
  • 數據本地化合規成本
  • 除一線城市外，合格承包商的數量有限。
• 產業價值鏈分析
• 監理情勢
• 技術展望
• 產業吸引力—五力分析
  • 新進入者的威脅
  • 買方的議價能力
  • 供應商的議價能力
  • 替代品的威脅
  • 競爭公司之間的競爭
• 價格分析
• 宏觀經濟因素對市場的影響

第5章 市場規模與成長預測

• 依產品類型
  • 智慧照明
  • 暖通空調和能源管理設備
  • 安全、安保和門禁控制
  • 智慧家庭設備
  • 娛樂和連接中心
  • 水務及公用設施管理設備
• 透過通訊協定
  • Wi-Fi
  • Zigbee
  • Bluetooth/BLE
  • Z-Wave
  • Thread and Matter
  • 專有標準/其他
• 按銷售管道
  • 線上零售和市場
  • 電信營運商/網際網路服務供應商的配套服務
  • 家居裝修商店和量販店
  • 附加價值服務整合商
• 按安裝類型
  • 改裝
  • 新一體化型
• 國家
  • 印尼
  • 泰國
  • 馬來西亞
  • 越南
  • 新加坡
  • 菲律賓
  • 其他

第6章 競爭情勢

• 市場集中度
• 策略趨勢
• 市佔率分析
• 公司簡介
  • Amazon.com Inc.（Ring/Echo）
  • Google LLC（Nest）
  • Samsung Electronics Co. Ltd（SmartThings）
  • Xiaomi Corp.（Aqara）
  • Signify NV（Philips Hue）
  • Schneider Electric SE（Wiser）
  • Honeywell International Inc.（Resideo）
  • Arlo Technologies Inc.
  • Ecobee Inc.
  • TP-Link Technologies Co. Ltd（Tapo/Kasa）
  • Anker Innovations（Eufy）
  • Wyze Labs Inc.
  • Nanoleaf Canada Ltd.
  • Belkin International Inc.（Wemo）
  • Lifx Lighting（Feit Electric）
  • Eve Systems GmbH
  • Yale Home（ASSA ABLOY）
  • SimpliSafe Inc.
  • August Home Inc.
  • SwitchBot Co. Ltd.
  • Sengled Optoelectronics Co. Ltd.
  • Fibaro（Nice SpA）
  • Tuya Smart Co. Ltd.
  • Aqara（Lumi United）
  • DoorBird（Bird Home Automation GmbH）

第7章 市場機會與未來趨勢

• 評估閒置頻段和未滿足的需求

According to Mordor Intelligence, the ASEAN smart homes market size is expected to grow from USD 5.29 billion in 2025 to USD 6.11 billion in 2026 and is forecast to reach USD 12.56 billion by 2031 at 15.51% CAGR over 2026-2031.

This report is Segmented by Product Type (Smart Lighting, HVAC and Energy-Management Devices, Safety, Security and Access Control, and More), Communication Protocol (Wi-Fi, Zigbee, and More), Sales Channel (Online Retail and Marketplaces, Telco/ISP Bundles, and More), Installation Type (Retrofit and New-Build Integrated), and Country. The Market Forecasts are Provided in Terms of Value (USD).

ASEAN Smart Homes Market Trends and Insights

Government-backed Energy-efficiency Incentives

Singapore's Climate-Friendly Households Programme gives every HDB household SGD 400 vouchers for energy-efficient appliances and sets an influential benchmark that neighboring markets monitor closely. Thailand's Building Energy Code and Malaysia's National Semiconductor Strategy provide similar regulatory nudges that elevate demand for connected HVAC and energy-management devices. Utilities in multiple countries have begun piloting time-of-use tariffs, rewarding homes equipped with smart thermostats and load controllers. Integration of Home Energy Management Systems into Singapore's Punggol Northshore estates demonstrates how bake-in infrastructure shortens payback periods and boosts user confidence. Collectively, these measures move smart energy devices from nice-to-have to default specifications, lifting the ASEAN smart homes market outlook for the medium term.

Rising Urban Middle-class Disposable Income

ASEAN's expanding urban middle class drives a shift from basic appliances to feature-rich, connected products. Vietnam's home-appliance spend is on course to touch USD 13 billion by 2025, growing over 10% annually. Indonesian developers now position smart homes as standard rather than premium, reinforcing consumer perception that connected living is part of modern housing. Regional firms such as Vietnam's Lumi, which operates a 6,000 m2 IoT factory and serves 70,000 customers, illustrate how localized design, language support, and climate-appropriate hardware create defensible niches against multinational brands. Rising disposable income thus unlocks multi-device purchases and subscription upgrades, increasing lifetime customer value for vendors.

High Upfront Device and Install Cost

Component inflation and tariff pressures have lifted BOM costs just as price-sensitive ASEAN consumers weigh discretionary upgrades. Manufacturers diversifying production into Malaysia and Vietnam to reduce duty exposure incur short-term capex that can raise end-user prices, slowing adoption in entry-level segments. Bulk-purchase government subsidies partially offset sticker shock, yet many households still start with single devices rather than full-suite installs. Vendors respond with stripped-down SKUs, but these pared features sometimes dilute the seamless experience that anchors recurring revenue models, tempering near-term uptake.

Other drivers and restraints analyzed in the detailed report include:

1. Smartphone and Broadband Penetration Surge
2. Matter Protocol Enabling Cross-brand IoT
3. Ecosystem Fragmentation and Legacy Protocol Lock-in

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Safety, security, and access control devices accounted for 31.45% of the ASEAN smart homes market in 2025, reflecting dense urban living and rising consumer focus on personal safety. The segment enjoys strong retrofit demand, as door locks, cameras, and sensors can be installed without structural changes. HVAC and energy-management devices register the quickest pulse, expanding at 16.78% CAGR as utilities launch variable tariffs and governments tie appliance rebates to energy-star ratings. Smart lighting remains an established gateway category; Philips Hue's AI-enhanced offerings illustrate growing convergence between ambiance, security, and automation. Entertainment hubs face substitution pressure from smartphone-based control panels, yet multi-room setups still favor dedicated bridges for latency-sensitive streaming. Emerging niches such as smart water valves and leak detectors address resilience in water-stressed markets.

Philips Hue's generative-AI assistant exemplifies how legacy lighting brands extend into whole-home security, while Tuya's AI-enabled pet-health feeders highlight category blurring that keeps the ASEAN smart homes market vibrant. Competitive intensity varies: mature devices like motion sensors are commoditizing, but AI-enabled cameras and energy-optimizing HVAC controls sustain premium pricing. As user trust in cloud analytics rises, vendors that bundle software dashboards with hardware achieve higher stickiness and recurring service revenue.

Wi-Fi underpins 38.55% of connected devices in 2025, benefiting from ubiquitous router presence and straightforward user onboarding. Power consumption and congested 2.4 GHz bands, however, open space for Thread's low-energy mesh to grow at 16.55% CAGR. Zigbee maintains a foothold in cost-sensitive, multi-sensor deployments, especially for lighting. Bluetooth Low Energy powers proximity-based functions such as door unlocks, but rarely manages entire homes. Proprietary sub-GHz protocols persist in long-range security peripherals yet lose share as multi-protocol chips become mainstream. Google-MediaTek's Thread-native chipset signals the silicon ecosystem's pivot toward standardized stacks, reducing development overhead and boosting cross-vendor interoperability. Silicon Labs' support for native Matter-over-Thread smart locks further validates the protocol's viability in high-security use cases. As chipset prices fall, ASEAN manufacturers integrate dual-band Wi-Fi/Thread radios, granting end users future-proof flexibility.

Complete Report Scope:

• By Product Type
  • Smart Lighting
  • HVAC and Energy-Management Devices
  • Safety, Security and Access Control
  • Smart Appliances
  • Entertainment and Connectivity Hubs
  • Water and Utility-Management Devices
• By Communication Protocol
  • Wi-Fi
  • Zigbee
  • Bluetooth/BLE
  • Z-Wave
  • Thread and Matter
  • Proprietary/Others
• By Sales Channel
  • Online Retail and Marketplaces
  • Telco/ISP Bundles
  • Home-Improvement and Electronics Stores
  • Value-added Service Integrators
• By Installation Type
  • Retrofit
  • New-Build Integrated
• By Country
  • Indonesia
  • Thailand
  • Malaysia
  • Vietnam
  • Singapore
  • Philippines
  • Others

List of Companies Covered in this Report:

1. Amazon.com Inc. (Ring/Echo)
2. Google LLC (Nest)
3. Samsung Electronics Co. Ltd (SmartThings)
4. Xiaomi Corp. (Aqara)
5. Signify N.V. (Philips Hue)
6. Schneider Electric SE (Wiser)
7. Honeywell International Inc. (Resideo)
8. Arlo Technologies Inc.
9. Ecobee Inc.
10. TP-Link Technologies Co. Ltd (Tapo/Kasa)
11. Anker Innovations (Eufy)
12. Wyze Labs Inc.
13. Nanoleaf Canada Ltd.
14. Belkin International Inc. (Wemo)
15. Lifx Lighting (Feit Electric)
16. Eve Systems GmbH
17. Yale Home (ASSA ABLOY)
18. SimpliSafe Inc.
19. August Home Inc.
20. SwitchBot Co. Ltd.
21. Sengled Optoelectronics Co. Ltd.
22. Fibaro (Nice S.p.A.)
23. Tuya Smart Co. Ltd.
24. Aqara (Lumi United)
25. DoorBird (Bird Home Automation GmbH)

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Government?backed energy-efficiency incentives
  • 4.2.2 Rising urban middle-class disposable income
  • 4.2.3 Smartphone and broadband penetration surge
  • 4.2.4 Security and safety concerns in dense cities
  • 4.2.5 Matter protocol enabling cross-brand IoT
  • 4.2.6 Telco-bundled IoT subscription models
• 4.3 Market Restraints
  • 4.3.1 High upfront device and install cost
  • 4.3.2 Ecosystem fragmentation and legacy protocol lock-in
  • 4.3.3 Data-localisation compliance costs
  • 4.3.4 Limited certified installer base beyond tier-1 cities
• 4.4 Industry Value Chain Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Industry Attractiveness - Porter's Five Forces Analysis
  • 4.7.1 Threat of New Entrants
  • 4.7.2 Bargaining Power of Buyers
  • 4.7.3 Bargaining Power of Suppliers
  • 4.7.4 Threat of Substitutes
  • 4.7.5 Intensity of Competitive Rivalry
• 4.8 Pricing Analysis
• 4.9 Impact of Macroeconomic Factors on the Market

5 MARKET SIZE AND GROWTH FORECASTS (VALUES)

• 5.1 By Product Type
  • 5.1.1 Smart Lighting
  • 5.1.2 HVAC and Energy-Management Devices
  • 5.1.3 Safety, Security and Access Control
  • 5.1.4 Smart Appliances
  • 5.1.5 Entertainment and Connectivity Hubs
  • 5.1.6 Water and Utility-Management Devices
• 5.2 By Communication Protocol
  • 5.2.1 Wi-Fi
  • 5.2.2 Zigbee
  • 5.2.3 Bluetooth/BLE
  • 5.2.4 Z-Wave
  • 5.2.5 Thread and Matter
  • 5.2.6 Proprietary/Others
• 5.3 By Sales Channel
  • 5.3.1 Online Retail and Marketplaces
  • 5.3.2 Telco/ISP Bundles
  • 5.3.3 Home-Improvement and Electronics Stores
  • 5.3.4 Value-added Service Integrators
• 5.4 By Installation Type
  • 5.4.1 Retrofit
  • 5.4.2 New-Build Integrated
• 5.5 By Country
  • 5.5.1 Indonesia
  • 5.5.2 Thailand
  • 5.5.3 Malaysia
  • 5.5.4 Vietnam
  • 5.5.5 Singapore
  • 5.5.6 Philippines
  • 5.5.7 Others

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share for key companies, Products and Services, and Recent Developments)
  • 6.4.1 Amazon.com Inc. (Ring/Echo)
  • 6.4.2 Google LLC (Nest)
  • 6.4.3 Samsung Electronics Co. Ltd (SmartThings)
  • 6.4.4 Xiaomi Corp. (Aqara)
  • 6.4.5 Signify N.V. (Philips Hue)
  • 6.4.6 Schneider Electric SE (Wiser)
  • 6.4.7 Honeywell International Inc. (Resideo)
  • 6.4.8 Arlo Technologies Inc.
  • 6.4.9 Ecobee Inc.
  • 6.4.10 TP-Link Technologies Co. Ltd (Tapo/Kasa)
  • 6.4.11 Anker Innovations (Eufy)
  • 6.4.12 Wyze Labs Inc.
  • 6.4.13 Nanoleaf Canada Ltd.
  • 6.4.14 Belkin International Inc. (Wemo)
  • 6.4.15 Lifx Lighting (Feit Electric)
  • 6.4.16 Eve Systems GmbH
  • 6.4.17 Yale Home (ASSA ABLOY)
  • 6.4.18 SimpliSafe Inc.
  • 6.4.19 August Home Inc.
  • 6.4.20 SwitchBot Co. Ltd.
  • 6.4.21 Sengled Optoelectronics Co. Ltd.
  • 6.4.22 Fibaro (Nice S.p.A.)
  • 6.4.23 Tuya Smart Co. Ltd.
  • 6.4.24 Aqara (Lumi United)
  • 6.4.25 DoorBird (Bird Home Automation GmbH)

7 MARKET OPPORTUNITIES AND FUTURE TRENDS

• 7.1 White-Space and Unmet-Need Assessment