In 2017, in addition to bicycle sharing, another hot field is non-smart speakers. It is worth noting that in the hasty battle of smart speakers, most of the contestants are platform giants. There are Amazon, Google, and Ali in China. , Baidu, etc.
From the product form and scene, the smart speaker is just like the upgraded version of the Bluetooth speaker after the resurgence of the year, but they can’t help but ask questions. The giants have all laid out, including Baidu and Alibaba, which are rarely involved in the hardware business. They also entered this competition. Where is the logic behind Tao?
In terms of product functions, compared with traditional speakers, the selling points of this round of smart speakers are mainly focused on voice human-computer interaction and content services, such as music based on smart systems, audio books, and even e-commerce online shopping, etc., and even try to become smart The central control center of the home is connected to home products, but on the other hand, whether it is music, audiobooks, local services or online shopping, these forced migration scenarios and services are mostly unnecessary services, and the concept of smart home entrance is also It seems the most reasonable reason why the giants have deployed smart speakers, but is the real logic really only here? Yiming.com makes an analysis from all dimensions.
Will seizing the entrance of smart home follow the old path of smart routing?
At present, the most reasonable answer to why the giants are vying to deploy smart speakers, as mentioned above, is to seize the entrance of smart homes. However, looking at the change of the Internet and the Internet of Things, those who seem to have entrance attributes In the end, the product often becomes a dispensable chicken rib product.
After the outbreak of smart phones, there has been a battle for mobile Internet access for several years, including browser battles and news client battles. What was unexpected is the birth of super APP WeChat and Alipay, in today's situation The entrance issue of the tentative mobile Internet market has gradually faded out of people's vision.
After the mobile Internet, the concept of the Internet of Things has become popular. Most people believe that the Internet of Things must be the Internet of Things in the second half of the Internet. Then the entry dispute is also inevitable. Starting in 2015, smart routers have become giants like today’s smart speakers. The "Internet of Things portal" that people and entrepreneurs are competing to deploy, in the judgment at the time, only a router, without any settings on the computer and mobile phone, can achieve Internet acceleration, video advertising filtering, intelligent speed limit, Mobile phone remote control, even "scientific Internet access", and even hardware attributes, have also given the router the iPhone-like label.
At that time, Wang Chuyun, the founder of "Extreme Routing", defined it as a "family data transmission/switching center", and Huang Dong of GuoKe Electronics defined it as a "family information center". In the description of the scene, it was even more vivid. The beautiful scenes of the future world, such as the ability to automatically push TV series without buffering, what you watch on your mobile phone, transmit it to the router, and the TV will automatically continue to broadcast, using the router as the hardware support of the smart platform and the third-party smart application plug-in as the software system Supported smart WiFi system. The view of reaching the same goal by different routes now seems to be a copy of a lie to oneself and others did not believe that oneself believed it. However, such a bright future disappeared after half a year.
Two years after the entry of the Internet of Things, smart speakers have taken on the important task of entry again. This time, they have new equipment, namely, voice human-computer interaction. The use of voice interaction technology also shows the perfection of smart home scenes. Fit, it is also the most critical technology for the entrance of the Internet of Things, but in addition to the technology, most opinions give it the attribute of the flow entrance, and the concept of the flow entrance itself is a pseudo concept, because all entrance-type carriers will eventually Become a huge flow entrance.
Simply put, voice human-computer interaction is the entry condition for smart homes and even the Internet of Things, and the traffic entrance is an attribute that only occurs outside the entrance. At present, smart speakers only have the voice interaction of the Internet of Things entrance. 1. Access conditions. For the Internet of Things, industry standards have not yet formed. There are still huge variables in the future. Regarding the entrance of the Internet of Things, what kind of carrier the future will be, virtual or physical are also full of variables. Smart speakers It's just a carrier attempt. After all, apart from voice human-computer interaction, we haven't seen more changes in other scenarios. It is even conceivable that future smart homes may not need such an entrance. Voice interaction is an attribute of every hardware product, such as opening the door to the refrigerator, turning on the TV, and so on.
And look at the Internet of Things industry? It is still in the initial stage of development. Each major appliance brand is separated from each other and each has its own standards. At the same time, it is difficult to ensure that the homes of a certain household are all the same brand. Multi-standard agreements directly lead to fragmentation of smart homes The phenomenon of transformation is becoming more and more serious, and the hardware cannot be interconnected, which makes the intelligent control center more and more cumbersome. From this perspective alone, Yiming.com believes that smart speakers are still far from the entrance, and after the formation of the true standard, the product form has already undergone a huge iteration.
There are vents every year, but most of them are escorts at the beginning of this round
Hundreds of groups, vertical e-commerce, smart phones, big data, taxi-hailing, P2P, O2O, VR/AR, live broadcast, shared bicycles, and blockchain. In the past few years, the vision of entrepreneurs and followers' capital has been constantly changing The track, catching up with the wind, and the influx of hot money has created a large number of speculators. In these typical capital winds, whether it is speculative or pragmatic, there are great luck bonuses behind the winners, but in the smart There are obviously many differences in this track in the field of speakers.
Since Amazon released Echo products in 2014, the small players who laid the foundation for this market have been the destiny to accompany them from the beginning. From the comparison of the major players, Amazon, Google, Baidu and Ali have a lot in common. First of all, they are platform-based companies. Secondly, most of these players’ main businesses are mainly online, especially in the hardware business. Less involved, except for Amazon’s book business supported by Kindle and Google’s full-line development, Ali and Baidu are almost blank at the hardware level. In addition to platform-based and online-based operations, these three have one common feature. That is, all three are important players in the field of cloud computing.
Of course, this comparison result is not accidental, but an inevitable option to hold up the smart speaker market. We will analyze the logic behind this in depth in the third part. The reason why it is said that small players in this field can hardly escape the fate of escort from the beginning. In addition to the three common points of the giants mentioned above, there are also giants that quickly cut into the competitive landscape that locked this field, and It also shows a giant effect in terms of market cultivation and rapid popularization capabilities.
The data shows that by the end of this year, the global smart speaker market sales will approach or even reach 30 million units, which is more than 5 times the year-on-year sales growth of last year. It is worth noting that this market is dominated by Internet giants such as Amazon, Google, and Alibaba. It is expected to account for more than 90% of the market share this year.
For example, Xiaoya from Himalaya, Lenovo, Kugou, Asking, JD and Dingdong from iFLYTEK will inevitably become escorts. First of all, from the perspective of product form, at present, they can only become the sales of smart speakers and cultivate the market. The escorts of, because they are just catching up with the speed of product production, but are far behind the giants in strategic logic, or for these small players, such a product line does not seem to be necessary, because after all It is a money-burning business. For example, Jack Ma and Amazon can instantly inject hundreds of millions of marketing expenses in the promotion festival. More importantly, if it is just a simple tool-type hardware, or even a high-end toy, Huaqiangbei is undoubtedly one of them. Very strong competitor. Someone said, "There are more than 100 smart speaker manufacturers within one kilometer of Nanshan District, Shenzhen."
At least, JD.com has taught the industry a lesson. In China, JD.com and iFlytek took the lead in the layout. Yiming.com quoted the interface report. According to a person in charge of a voice solution service company close to Linglong Technology, inside JD.com, " Liu Qiangdong attaches great importance to this matter." In the same year, Jingdong invested 45 million yuan in Linglong Technology, accounting for 45% of the shares. According to public data, the cumulative sales of Dingdong speakers and its cooperative products have exceeded 1 million units this year. But more than one smart speaker practitioner confessed to Top View that there is water in this number. "It is possible that hundreds of thousands of units will not be available." You know, Jingdong can control the first traffic entrance in the field of home appliances 3C, so other small players can imagine.
What is the essence of smart speaker competition?
In discussing the nature of smart speaker competition, we must return to the previous question, that is, where is the logic behind the commonality of the giants?
First of all, what platform-based companies must do is undoubtedly platform attributes. At present, the big players of smart speakers are all leading public opinion to seize the entrance of smart homes. From this perspective, the real logic of the giants lies in early deployment and completion. For data harvesting, for voice human-computer interaction and Internet of Things portals, data samples are the key to future core competition. Only a large enough sample can provide deep learning soil for voice interaction.
Secondly, it is to collect data through such an experimental product to explore the in-depth scenarios of smart homes. As mentioned above, these top players have one thing in common is the cloud computing business, and the future of the Internet of Things industry It must be based on big data and cloud computing, and another logic behind its introduction of smart speakers is to test and simulate the basic layout and environment of the Internet of Things cloud computing field.
Especially in the era of the Internet of Things, cloud computing is undoubtedly an important support. To truly realize the Internet of Things, in addition to voice human-computer interaction, more importantly, each object may have its own identification mark in the future. With the continuous increase of equipment , The data generated during the operation of the equipment has increased geometrically, forming a huge amount of data. At the same time, these Xu Ju need to be transmitted to the background system for logical processing. Data of different levels and various industry data require a powerful system. Backing support can only be achieved through cloud computing.
So taking the two together, the smart speaker battle is actually the Internet of Things battle of the giants, and the Internet of Things entrance battle is just a more ambitious goal. Most of the escorts just made something that looks very fun. It's just a toy.
On the whole, smart speakers are undoubtedly ushering in a new outlet, but for most players, the purpose is only to occupy key nodes, just to catch up with the hot investment behavior, and the so-called competition for the entrance of the Internet of Things, smart The home central control still hasn't jumped out of the scope of smart routers and smart cameras, but just found an excuse to convince itself for its blind layout.
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