In recent years, with the rapid development of artificial intelligence and the Internet of Things, the concept of smart home has flourished. As the entrance of smart home, smart speakers have strong vitality and broad development prospects, and the industry is also ushering in an explosive trend.
Data show that in 2017, my country's market sales reached 1.76 million units, with sales of 490 million. Market sales in 2018 are expected to be 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 2018 global smart speaker market forecast data released by Canalys shows that by the end of 2018, the number of smart speaker users will exceed the 100 million mark, and the future will maintain a rapid growth momentum, reaching 225 million by 2020, and is expected to be in 2022 More than 300 million.
The status quo of my country's smart speaker industry during the exploration period
The past two years have been regarded as the first year of domestic smart speakers, which is a critical stage for the development of the smart speaker industry chain, so no manufacturer wants to give up this piece of cake.
First, Baidu caused a price war with low-priced small speakers. Then companies such as Xiaomi and Tmall participated in succession. Then Huawei upgraded the smart home brand "Huawei Smart Selection", and OPPO and vivo joined a group of hardware manufacturers to form an ecological alliance. It can be seen that both hardware companies and Internet companies have rushed to the smart home market.
According to the reporter’s understanding, smart speakers of domestic brands on the market are mainly divided into two types. One is smart assistant speakers, which focus on voice interaction technology and become the control center of smart homes. Among domestic manufacturers, Jingdong’s Dingdong speakers , Alibaba’s Tmall Elf, and Xiaomi’s Xiao Ai classmates are represented.
The other is a content-based smart speaker with content sharing, which uses the speaker as a carrier of streaming media content such as music and audiobooks. Domestic manufacturers are represented by Himalayan Xiaoya.
Looking at the entire market, there are countless smart speaker products, and the continuous release of new products seems to indicate the prosperity of the smart speaker industry in the domestic market, but is this really the case?
Cold thinking after the outbreak of "fake prosperity" in the industry
At present, the domestic smart speaker market has begun to scale, and the sales of major brands have already exceeded one million. Although domestic manufacturers have shown beautiful sales data, they have also caused industry concerns behind the scenes.
First, there are many participants in the domestic smart speaker market, which has caused serious low-price competition in the market. The low-price rapid penetration strategy has changed the focus of enterprises' efforts and ignored the development of product experience functions.
Second, the product homogeneity is serious, the speaker itself has a poor experience and weak interaction capabilities.
Third, the product has a single function, which is impacted by service robots and smart TV products.
It can be seen that the current smart speaker market in my country is facing dilemmas such as the need to improve voice interaction technology, the lack of effective integration of industrial resources, the impact of competing products, and the serious homogeneity of goods.
Industry observer Hong Shibin pointed out that the main development dilemma of smart speakers is not the product, industry, technology, etc., but the development direction. Everyone wants to make the product the terminal entrance of the smart home, but the current situation is very vague and unclear. .
How do smart speakers break through?
Facts have proved that there are still many ways to go for my country's smart speaker products to achieve real marketization, and the entire industry still needs to "cross the river by feeling the stones."
Analysys think tank analysis believes that the future of my country's smart speaker industry lies in the perfect combination of sound quality and high-quality content. Through further optimization of voice technology, through the expansion of the industrial chain or the form of cooperation, the integration of resources of hardware + technology + content + service is achieved. Ecological closed loop, perfect platform layout.
The competition in the smart speaker battlefield is, in the final analysis, the competition between technology and innovation. In this regard, the author believes that if smart speaker companies want to break through the market, they should mainly consider the following three aspects.
First, to achieve functional integration.
Voice interaction methods, playing audio content, providing O2O life services, and performing smart home control have become standard features of mainstream smart speakers, but these are far from enough. After all, there are many products that can achieve these functions, and it is difficult to be on the market. Standing firm, the realization of popular functions does not seem to be enough to leverage potential user needs and form a necessary condition for purchasing smart speakers.
Therefore, in order to achieve a breakthrough, the first prerequisite is to diversify the functions, improve the product form, and take a path of differentiation, so that everyone has no one, and everyone has one.
Second, we must increase the sense of interaction.
At present, smart speaker products on the market have a single interactive function. Is there only one interactive form that is too simple for smart home entry-level products? At present, some manufacturers have tried to make visualization products, increasing the sense of interaction and improving the presentation of content by adding large screens.
Third, to achieve technological maturity.
If the speakers can really understand what I say, execute what I say, and respond to my questions, then it is of course the best product in the AI ​​era, but the current technology does not reach that stage. Some products are even "functionally stacked". It's just an increase in selling points without any value. Therefore, improving technology maturity is also the top priority for future development.
Hong Shibin said that in addition to focusing on the product itself, smart speakers must have a clear development positioning. Only with a clear development context can their value be infinitely amplified and eventually become an indispensable part of a smart home.
The current smart speaker market is in a stage of barbaric growth. Although a large number of players enter the market, there is still a lack of outstanding products. Behind the popularity, the entire industry needs to calm down and think about the future development path, and from the user's perspective, make products that truly meet market needs. , Don’t overdraft the concept, hype technical capabilities, combine real application scenarios, do technological innovation, and complete high-quality products and services.
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