In 2017, the global smart speaker market was "fighting", two major advantages based on the "new trend" of voice interaction technology and the "low cost" of the product (due to the subsidy of the giant's money), which jumped into the smart home field in only one year One of the few most popular single items. Among them, foreign markets are most famous for Amazon's Echo series, Google Home series and Apple's HomePod, while in the domestic market, a variety of smart speakers such as Ali's Tmall Genie, Jingdong's Dingdong and Xiaomi's Xiaoai classmates have also been launched. After a wave of fighting, and with the help of the Double Eleven "Crazy Shopping Festival", the smart speaker, a product that was not well-known in the past, was officially pushed to the top of the storm.
Also under the leadership of Amazon, the smart speaker field in 2018 also highlighted new development trends. With the rise of the market with screen smart speakers such as EchoShow and Spot, the market of traditional products of giants such as Google Home and Apple Homepod is being quickly squeezed. Pressure. The fiery Echo Show has helped Amazon to regain the majority of the global market share hegemony, and the trend of smart speaker screenization is intensifying. In response to this wave of product innovation, domestic giants such as JD.com, Baidu, and Alibaba have also responded successively to launch and develop new smart speaker products with screens. For example, JD.com first announced a new Ding at CES 2018. Dum Play smart speaker, which can provide dual interactive functions of screen voice; Baidu CEO Li Yanhong also announced at the two sessions in the next few days that it will launch a smart speaker product with a screen next month, making the industry hooked and the history of smart speakers This turns a brand new page.
In the name of Echo Show: Amazon and Google fight openlyAs the saying goes, the first person who eats crabs will always be questioned by all parties, especially for the Amazon Echo Show that attempts to subvert the traditional smart speaker battle. When the Echo Show was first released, the market questioned it mainly because the screen was useless and the design was awkward. However, the illusory subjective doubts cannot easily wipe out consumer enthusiasm for innovative products. According to data from the research agency Intelligence, the online sales of Echo Show in the United States exceeded 7,000 units on the day of sale, far exceeding the 2018 Apple HomePod sale. The sales volume of the day. Although the strong rival Google released the low-cost Google home mini in the second half of 2017, and wanted to use this explosive product to influence the battle situation, it was not expected to succeed because of the impact of the Echo Show and the skyrocketing sales. As of the end of December 2017, the market share of the Google Home series has only increased from 23.3% in April to 25%, while Amazon still accounts for about 69% of the market.
Amazon EchoShow
This shows that Echo Show's appeal and stimulating purchasing power are self-evident. The Echo Show screen discussed before is useless and unbreakable. With regard to product design issues, Intelligence also made a qualitative analysis of the negative comments of the month of release, and concluded that the clumsy appearance will rarely be mentioned. Users More bad reviews lie in the conclusion that the previous products had inaccurate sound recognition, slow response, and systemic bugs. However, these problems were gradually reduced after Amazon upgraded the product's performance in July last year, and the number of related negative reviews was also greatly reduced. The overall evaluation was also maintained at a high level of 4.1 points in August.
Obviously, in this battle triggered by the Echo Show, Google's market position has been challenged like never before. This also triggered a "conflict between the two giants" between September and November last year for three months. The successful break of the Echo Show caused Google to be alert. The September 2017 blockade of the Youtube incident also occurred, which caused the Amazon Echo Show product experience and the number of bad reviews to rise again, which has greatly affected sales. However, in the end, the two still reached a settlement, and Amazon also began to find new video content partners to get rid of excessive dependence on Google. From this, it is obvious that Echo Show has great influence on the entire smart speaker battlefield.
Can domestic giants follow up on whether the smart speakers with screens can "reignite war"?Looking at the domestic market, similar to the development trajectory of smart phone full screens and traditional smart speakers, since the official appearance of the Echo Show, there has also been a boom in imitation in China. The most typical example is Jingdong. At this year's CES, Jingdong officially released a brand new smart speaker with screen Dingdong Dingdong Play, which attracted wide attention. The biggest highlight of this product is that it is equipped with a large 8-inch LCD display. It is the first product with a large-area screen in the field of Chinese smart speakers. With the help of screen interaction, in addition to the functions that traditional smart speakers can achieve, this speaker It can also perform operations such as video calling, face recognition, camera photography, and video content playback, just like the taste of a large smart phone and a small smart TV.
Jingdong's Dingdong Play
Of course, after seeing JD preemptively, other giants can't stand it. Therefore, at the two national conferences on March 5, Baidu CEO Li Yanhong said that he will formally launch a smart speaker product with a screen next month to realize the dual-interaction function of the voice screen, and some insiders revealed that Ali and Xiaomi are also Secretly researching and developing smart speaker products with screens, wanting to catch up with this wave of product innovation, seize the market opportunities, under the impetus of these giants, the current smart speaker related industry chain manufacturers across the country have also begun to actively prepare for war, with a screen smart The speaker seems to have become the "theme song" of the industry's development in 2018.
However, in the editor's view, for domestic users and the consumer market, the "screening" of smart speakers is of little significance, and due to user needs and the cost and technical issues after screenization, smart speakers with screens want " "Reburning" the Chinese market will be full of challenges. First of all, it is still a common problem. Unlike the habits of users in Europe and the United States, the practical evaluation of smart speakers by domestic users is actually not high. The professional organizations in the industry show that about 76.3% of users will find out that the relevant data of major e-commerce websites It is more inclined to purchase a relatively cheap smart speaker as a novel product experience, rather than using it as a long-term and stable home interaction center, only for "experience"; secondly, the popularity of smart home Due to the degree of problem, the current smart home penetration rate in the Chinese market is still very low, which is constrained by the problems of industry standardization and high cost. Therefore, the interaction and practicability of smart speakers in family homes have been greatly reduced. For the user, it is actually just an optional toy, and the editor has a deep understanding of it; and finally, it is the problem of smart device usage habits and competing with each other. At present, smart phones have been widely popularized and are interacting with each other. Many aspects such as sex and functionality are enough to satisfy the vast majority of current users Compared with smartphones, smart speakers with screens are just a similar extension. Compared with smartphones, the scarcity of users makes video calls and many other video interaction functions that are prominent after screenization are restricted. It is difficult to encourage users to form just needs.
For manufacturers, the subsidy model of burning money like 2017 should not continue to appear. Because compared with the large-scale ordinary smart speaker single interactive product in 2017, after the screenization, whether it is the cost of parts or software system and algorithm developers, it is a very expensive expenditure. Such a large-scale money-burning subsidy model is undoubtedly self-immolation by playing with fire, and it has little impact on user demand. Naturally, if the input and output are not proportional, it will naturally not have much impact on the market. Therefore, for manufacturers, how to seek new operation and market development models may be the killer of the next wave of smart speaker market battles.
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