The smart home concept has been proposed for many years, and there has been explosive development since 2014. At present, we can see that smart home appliances, smart speakers, smart door locks and other products are emerging in the market, and the price of smart speakers is as low as about one hundred yuan. As a popular product in the smart home industry, the smart speaker market has entered the stage of technology and content upgrade from the stage where the manufacturers are rushing to grab the market at low prices, so as to enhance its competitiveness.
Data from Aowei Cloud shows that in 2017, a crucial year for the development of smart speakers, four major technology giants joined, the global smart audio market reached 30 million units, while China's market sales 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, an increase of 141% year-on-year, and sales of 1.36 billion yuan, an increase of 178% year-on-year. The vast smart speaker market and brand new interaction methods have forced manufacturers to enter the snatching traffic insanely.
The price war is coming to an end and the strength of domestic brands is strongIn 2017, the smart speaker battle between JD and Tmall was impressive. On October 20, 2017, Tmall Elf X1 first launched the Double 11 promotion event. Among them, Tmall will give all Taobao super members a 400 yuan pre-order voucher for Tmall Elf X1, so the original price of 499 yuan can be obtained for Tmall Elf X1 for 99 yuan, and the actual purchase of Double 11 on the same day reaches 1000 Ordinary members of Yuan will also have the opportunity to get a discount coupon of 400 Yuan. Subsequently, Jingdong, who was unwilling to be weak, quickly attacked on October 25, announcing that Jingdong Plus members can issue a 250 yuan coupon on the basis of a direct drop of 100, and finally can buy Dingdong TOP smart speakers at a price of 49 yuan. As the two sides struggled, many smart speaker manufacturers also launched smart speaker products with better prices to cope with the price war.
Tianji.com found on e-commerce platforms such as JD.com and Tmall that there are currently a large number of smart speaker products and a wide range of brands. At the same time, the price ranges from more than 100 yuan to several thousand yuan, and the mainstream price is concentrated around 500 yuan, of which the mini version of the new version of Xiaoai AI speaker launched by Xiaomi in the low-cost area is only 199 yuan. Among them, there are not a few smart speakers launched by traditional speaker brands. For SONOS and other brands, the price of smart speaker products is much higher than these brands, and 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 At Home, Tencent Tingting and other brands rank high in sales, and the price is concentrated in the price range of about 300-700 yuan.
Among them, Tianji Network also found that the main service types of these speakers are not the same through comparison. Although some are focused on "smart speakers", they are essentially Bluetooth speakers with a single function. The Xiaomi Xiaoai speaker, Baidu at home 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 are more competitive.
The domestic brands are so strong, mainly due to the wide coverage of the content and the diversity of functions. Taking Xiaomi as an example, although it is not the earliest time to enter the smart speaker, it enters the market at a low price when the smart speaker is hottest, and early layout of the smart home market has seized the opportunity. Relying on Xiaomi's strong smart home ecological chain, Xiaomi has become the first choice of many users. Brands with strong technical strength, such as Baidu at home and going out, mainly focus on technological advantages, and cooperate with other smart home appliances and startup companies to expand the service content. Smart speaker products launched on e-commerce platforms such as JD.com, Suning, Amazon and Tmall, in addition to covering Internet content, are more prominent in e-commerce shopping experience. Among them, JD.com has cooperated with traditional home appliance companies to build its own smart home ecosystem and enhance its competitive advantage.
Competition is heating up, manufacturers are stepping up technology and content upgradesDespite the rapid increase in the number of smart speaker products, many technologies and content services also need to be improved. Different smart speaker products are not satisfactory for users. For example, semantic understanding and speech recognition 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-based enterprises to improve their technical strength.
Taking Xiaomi as an example, since last year, Xiaomi has facilitated cooperation with Baidu and Microsoft Xiaobing to improve the accuracy of speech recognition. At the same time, it also complements the content and improves the technology and content service capabilities. Smart speakers are added to the visual display form. Baidu released the "Little Home" smart AI speaker with a screen in March. It is equipped with the Baidu DuerOS system. It can listen, watch, chat, check the weather, broadcast videos, and tell stories. . For this new form of tried product, users clearly support it. After the launch on the same day, the number of bookings on the Jingdong platform exceeded 180,000, and the price of only 599 yuan has actually improved the competitive advantage.
JD.com held Dingdong PLAY and Dingdong mini2 on May 10. Among them, Dingdong PLAY not only upgraded hearing and language capabilities, but also enhanced the fluency of human-machine voice interaction, and added visual capabilities to form a multimodal interaction. And situational awareness. On the content side, Jingdong Dingdong has more than 2,000 applications, covering shopping, travel, audio and video, O2O services and other life service scenarios. At present, Dingdong can control 20,000+ smart home furnishing products across brands and categories, covering 81 brands, 50+ categories, and 10 smart home platforms.
Rokid, a smart speaker team born in Hangzhou, has already cooperated with QQ Music and Himalayan FM. As long as users log in with the same account, they can enjoy functions such as favorite sharing and continuous resuming of breakpoints to achieve seamless connection between content and hardware . At the same time, Rokid also opened the voice platform early, encouraging developers to create more gameplay around human-machine voice interactions. There are currently more than 200 applications, both boring and smart speakers "fart", but also useful intelligence The speakers play Werewolf Kill, query traffic information, etc.
The upgrading of technology and content services has also spawned that paid content will become a mainstream new trend, and among them, major brands will reap greater benefits. The price war makes some smart speaker manufacturers very passive. After barely participating in the war, they did not focus more on content and technology upgrades, so the homogenization of content was more serious. Afterwards, the products and the obviously well-funded big brands after the price war benefit more. If paid content becomes the main trend, the big brands will hopefully improve their competitive advantage, and the smart speaker industry will usher in a reshuffle.
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