The concept of smart home has been proposed for many years and has experienced explosive development since 2014. At present, we can see smart home appliances, smart speakers, smart door locks and other products in the market, and the price of smart speakers is as low as 100 yuan. As a hot product in the smart home industry, the smart speaker market has entered the stage of technology and content upgrade from the low-cost crazy market of manufacturers to enhance their competitive strength.
According to data from Aowei.com, the key year for the development of smart speakers in 2017, the four major technology giants joined, the global smart audio market reached 30 million units, while the sales volume in China reached 1.76 million units, with sales of 4.9. Billion. The market size in 2018 is optimistic, with an estimated sales volume of 4.25 million units, a year-on-year increase of 141%, and sales of 1.36 billion yuan, a year-on-year increase of 178%. The vast smart speaker market and new ways of interacting force manufacturers to enter the rush to get traffic.
The price war is coming to an end, the domestic brand is strongIn 2017, Jingdong and Tmall's smart speaker battles were impressive. On October 20, 2017, the Tmall Elf X1 first opened the Double 11 promotion event. Among them, Tmall will give all Taobao super members a 400 yuan pre-ordered coupon for the Tmall Elf X1, so the original price of 499 yuan Tmall Elf X1 can be spent 99 yuan, while the double 11 day to buy physical 1000 Ordinary members of the yuan will also have the opportunity to receive a 400 yuan discount vouchers. Afterwards, Jingdong, who was not willing to show weakness, quickly attacked on October 25, and announced that Jingdong Plus members can issue 250 yuan coupons on the basis of straight down 100, and finally can purchase å®å’š TOP smart speakers at 49 yuan. When the two sides played hard, many smart speaker manufacturers also launched smart speaker products with more favorable prices to cope with the price war.
Tianji.com found in Jingdong, Tmall and other e-commerce platforms that the current number of smart speaker products is numerous and the brand covers a wide range. At the same time, the price ranges from 100 yuan to several thousand yuan, and the mainstream price is concentrated at 500 yuan. Among them, the mini version of Xiaomi's newly launched mini-AI AI speaker is only 199 yuan. Among them, the traditional speaker brand launched smart speakers are not in the minority, SONOS and other brands, smart speaker products prices are much higher than these brands, the price is more than 1,000 yuan. It is worth noting that among the top-selling brands, brands such as Xiaomi Xiaoai Speaker, Baidu Home, and Tencent listen to the top sales, and the price is concentrated on the price range of 300-700 yuan.
Among them, the celestial network also found through comparison that the main types of services in these speakers are not the same. Although some of them are mainly "smart speakers", they are essentially Bluetooth speakers and have a single function. Xiaomi Xiaoai Speaker, Baidu, and other smart speakers that focus on artificial intelligence, on the one hand, cover many practical services on the Internet. On the other hand, they can control smart home appliances in smart homes, and they are more competitive.
Domestic brands are so strong, mainly due to the wide range of content and diversification of functions. Taking Xiaomi as an example, although it is not the earliest time to enter the smart speaker, but when the smart speaker is the hottest, it enters the market at a low price, and early layout of the smart home market has seized the opportunity. Relying on Xiaomi's powerful smart home eco-chain, Xiaomi has become the first choice of many users. Baidu’s home-based, out-of-the-box and other technically strong brands focus on technological advantages and work with other smart home appliances and startups to expand service offerings. In addition to covering Internet content, the smart speaker products launched by Jingdong, Suning, Amazon and Tmall are more prominent in the e-commerce shopping experience. Among them, Jingdong cooperates with traditional home appliance companies to build their own smart home ecosystem and enhance their competitive advantage.
Competition is getting hotter, manufacturers are stepping up technology and content upgradesDespite the rapid increase in the number of smart speaker products, many technical and content services have yet to be upgraded. The smart speaker products that are not good enough are not satisfactory for users. For example, semantic understanding, speech recognition, etc. need to be improved. At the content level, smart speaker products also have the problem of homogenization of content. Therefore, many manufacturers have begun to cooperate with large technology companies to enhance their technical strength.
Still taking Xiaomi as an example, since last year, Xiaomi has been able to cooperate with Baidu and Microsoft Xiaobing to improve the accuracy of speech recognition. At the same time, it complements content and enhances technology and content service capabilities. Smart speakers are added to the visual display form. Baidu released the “small home†screened smart AI speaker in March. It is equipped with Baidu DuerOS system, which can listen to and chat, and can also check the weather, broadcast video, tell stories. . For this new model of the attempted product, the user is obviously very supportive. After the launch of the same day, the order quantity of Jingdong platform exceeded 180,000, and the price of only 599 yuan actually improved the competitive advantage.
Jingdong held å®å’šPLAY and å®å’šmini2 on May 10th, in which å®å’šPLAY not only upgraded the auditory and language skills, but also enhanced the human-computer voice interaction fluency, and added visual capabilities to form a multi-modal interaction. And situational awareness. On the content side, Jingdong has more than 2,000 applications covering multiple life service scenarios such as shopping, travel, audio and video, and O2O services. At present, we can control 20,000+ smart home products across brands and cross-category, covering 81 brands, 50+ categories and 10 smart home platforms.
The smart speaker team born in Hangzhou, Rokid, has cooperated with QQ music and Himalayan FM. As long as users log in with the same account, they can enjoy the functions of favorites sharing, breakpoint playback, etc., to achieve seamless connection of content and hardware. . At the same time, Rokid also opened up the voice platform early, encouraging developers to create more gameplay around human-machine voice interaction. At present, there are more than 200 applications, which are more boring to let smart speakers "put a fart", but also useful intelligence. Speakers play werewolf kill, query traffic information and so on.
The upgrade of technology and content services has also spawned new trends in the mainstream of paid content, and the big brands will gain more benefits. The price war has made some smart speaker manufacturers very passive. After reluctantly participating in the war, there is no more focus on content and technology upgrades, so the content homogenization is more serious. Subsequently, the product and the big brand with strong capital after the price war will benefit more. If the paid content becomes the main trend, the big brand will hope to enhance the competitive advantage, and the smart speaker industry will also be shuffled.
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