Judging from the domestic development process, smart speaker products that have been available for only 2-3 years have gradually passed the first initial exploration phase.
In particular, from the recent smart phone conferences attended by all major players, compared with the previous generation products, in order to avoid homogeneity, various companies entering the market gradually have their own positioning and play.
In this wave of battlefield battles, which one finds the right position, which one will only end up with “carry the run”? From the battlefields where major corporations are first deployed, it can be seen.
Smart speaker market is currently split into two schools: product performance intelligence VS service intelligence
Today's smart speakers are recognized by the industry as a product that controls the entry level of smart homes.
The main selling point of smart speakers is in their voice human-computer interaction and speaker content service. The user interacts with the voice through the smart speaker, allowing the smart speaker to perform the user's request.
Let's imagine this scenario: When you cook in the kitchen at home, you can use smart speakers to control the kitchen, buy food, and set the cooking time. At the same time, you can order smart speakers to call friends and relatives to call and eat together. , Or open the curtains or adjust the temperature of the air conditioning in the home, etc., so that the interactive use makes life more intelligent, so the performance of smart speakers can not be imagined.
Up to now, major giants have attempted to cut through the smart speakers and try to occupy the control center of the smart home, so as to seize this big entrance as soon as possible. Since last year's Double 11 war, domestic smart speakers have opened the door to the smart speaker market through price wars, breaking through millions of sales. By this year, major giants have made significant differences in their own positioning.
At present, several domestic companies that occupy the market are mainly divided into two modes in terms of strategy: One is based on Baidu’s small degree at home, Ali’s Tmall’s Elves, Xiaomi’s smart speakers, and Jingdong’s speakers. The improvement lies in the intelligence of product performance, reflected in its voice, semantic recognition and other hardware technologies. The other is represented by Himalayan Xiaoya speakers, which is mainly embodied in the content service platform played by the speakers, and intelligently recommended in terms of content and services through algorithms.
From the perspective of the domestic development process, although smart speaker products still remain at the initial stage of exploration, after the initial exploration of last year, the smart speaker market has initially become a scale, waiting for this year's major products, "debut open screen" ; And Zhengyan brilliant. To this end, Tencent Technology has conducted inventory and analysis of various products that have entered the market.
Baidu's minority at home: Join the display screen for higher overall performance
Last month, Baidu released a smart speaker at home that was identified as a product that supports video, audio, and retrieval functions. Li Yanhong, chairman of Baidu, said: "Little is at home a new category, a new species, represents a new direction. "Mini" has multi-party video calls at home, "a call that is", can achieve efficient video calls, as well as remote monitoring, voice photography, fun encyclopedia, voice daily reminder and other functions.
Judging from the entire structure, although the small degree is called a smart speaker at home, it has to be said that the small speaker added to the display screen is more like a smart TV or smart display.
This home with a small display screen, is mainly a collection of AI algorithm performance, play Baidu's advantages in the search, through the smart speaker display can enter Baidu massive search portal.
Relevant industry experts commented on this: Xiaodu has a great advantage in this move at home. Although this kind of hardware form is in fact nothing new, but from the sense of experience, smart speakers plus touch screen, camera, compared to the advantages of ordinary speakers in the interactive, the screen is efficient, intuitive and vivid in the presentation of information and then there Convenience and extra features (such as playing videos, making video calls, etc.), which is a single force unmatched by the interaction of sound content.
From this point of view, the more localization of the small degree is to create a smart home product that is more efficient and comprehensive in terms of performance, and gradually separates from the single voice-centered voice interaction method.
Alibaba's Lynx Elves: The market is prioritized in the children and the elderly
Last month, Alibaba released the AliGenie artificial intelligence system version 2.0, a new generation of smart speakers — & ldquo; Tmall Elf fire eyes & rdquo;.
The upgraded Lynx Elves and their built-in systems will add visual recognition capabilities to their existing voice interaction capabilities, enabling visual cognition, multimodal interaction, and situational awareness. Alibaba said that the newly released Tmall Elf emphasizes not the extension of the screen, but "visual awareness" and the ability to hope to visually recognize and understand the world around them, and to combine "Machine" actions. Ability to help users.
From the market positioning point of view, Lynx is mainly for children and poor eyesight elderly. It is understood that Tmall Elf can identify 117 sets of children's books (direct reading with audio) through image recognition, and can combine intelligent speech interaction and sound reading to help them read and read. For elderly people with poor eyesight, the elf Fireholes have the ability to identify kits. As long as you scan the kit with a flaming eye, you can broadcast information such as drug name, efficacy and expiration date, and the ability to identify more than 40,000 kits.
For young people, Tmall Elf is mainly developing a visual system based on 3D avatars, which can provide more than 20 natural interactive mimicking animations.
Objectively speaking, the further promotion of the Ali Tmall Elves is mainly in terms of hardware performance, and does not exert its advantage of relying on Ali in e-commerce. Currently, Tmall's sales breakthrough is mainly due to the price war. Double 11 as an example, Ali's Tmall Genie smart speakers dropped to 99 yuan and exceeded millions in sales.
JDSmart speaker: Relying on Kodak News to gain reputation in hardware
As early as 2015, Jingdong took the lead of HKUST and the two parties jointly established Beijing Linglong Technology Co., Ltd., which is the first product launched by its company. In terms of hardware building, the Xenon speaker relied on the flight of HKUST to obtain the “natural word of mouth” in this respect.
In September last year, Jingdong's second-generation smart speaker products were formally marketed at Jingdong Mall and were priced at RMB 799. The 2nd generation product is Jingdong's 7th smart speaker product, which integrates voiceprint recognition, voice tuning TTS (speech synthesis) and other functions, compared to the smart speaker products that were available on the market at the time. The biggest feature is the three latest features of custom wake-up words, double screen voice interaction, and dialing.
In January of this year, Jingdong Smart Speaker's latest product, 叮咚 Play, debuted at CES. In addition to the performance enhancements of many new features such as video calls and face recognition, the new 叮咚 Play also features an 8-inch LCD screen, which is the first smart speaker in the Chinese smart speaker field with a large screen.
Millet smart speakers: The main cost-effective, laying the IoT ecosystem to occupy the market
During the "Noodle Festival" held this month, Xiaoxiao Speaker mini first sales, and the price was adjusted from 169 yuan to 99 yuan. The promotional price of rice noodles at 99 yuan promoted its booking volume to exceed 1 million units, quite a few points against the situation of Alibaba's 11-year-old last year, and it also loomed over Alibaba's momentum in sales. According to the report of Zhi Zhi West media, Xiaomi has already thrown 1 million orders for Xiaoai Speaker mini. It is expected that Xiaomi will produce more than 5 million smart speakers this year.
In the name of mini, compared with the previous product, the mini speaker mini is about the size of the palm and has always maintained the style of the millet product: low-cost and affordable. Small love speaker mini supports information check, voice memo, calendar management, life assistant, access to music and audio books, and can control home appliances, including smart lights, smart accessories, sweeping robots, air purifiers, air conditioners, televisions Wait.
For users, the low cost of the mini speaker of 169 yuan can enable more users to accept new attempts of smart home solutions. Industry experts commented that the low price of mini speaker mini is more to achieve The penetration rate in user use is also conducive to the integration of Xiaomi LoT's ecological chain.
Himalayan Xiaoya Smart Speakers: Provide intelligent and more accurate and rich content services
The Himalayas started with a domestic audio sharing platform, and now it is a smart speaker that crosses the border. Compared to Xiaomi and Ali's smart speakers, their style of play and intelligence are different.
Himalayan itself does not have the advantages of technology and hardware design, so choose to cooperate with a number of excellent manufacturers, inject their own massive quality content resources on the hardware carrier, so that their products can quickly achieve a differentiated market positioning, can be said to be A very smart approach.
Xiaoya Smart Speaker was released in June last year. It is not so much a smart speaker. It is more accurate than a smart audio library. The smart speaker relies on the support of the Himalayan audio platform and is rich in content provision. Its intelligence is mainly reflected in the audio content it plays. For example, after all voice recognition, the user will display the recognition result in the smart speaker's APP. If the user has the energy, it can help correct the accuracy of the recognition. After many adjustments, the Xiaoya chip will record you. The behavioral characteristics, after more and more preferences biased towards the selection of records, will provide users with more and more accurate content.
The next step in smart speaker exploration: focus on powerful content services and usage scenarios will dominate
Overall, the current smart speaker market, the overall situation is still in the price war competition, from the United States like the Amazon Echo, really get the user recognition and even fanatic smart speakers are still far from.
From the aspect of sales, it can be intuitively found that such a gap, Amazon Echo sold 30 million units in the amazing performance last year, and in the country so far, there has been no single product sales exceeded 10 million units of explosive smart speakers.
However, analogous to the 30% family ownership of smart speakers in the United States, the market for smart speakers in China is still very large, and smart speakers are still on the eve of an eruption.
Xu Fang (a pseudonym), a public relations director of an intelligent speaker company, told Tencent Technology that there is a big problem in the domestic smart speaker market and it is also a phenomenon of misunderstanding. It is the expectation of smart speakers. Too high, the definition of intelligent imagination is greater than the current level of development of smart speakers. In addition, the current smart speaker playback of content and services, did not seize the real needs of users, the overall market situation "" 尴尬 & rdquo;.
Specifically, currently there are no obvious echelon gaps in the hardware technology of smart speakers on the market. From the perspective of business strategy, hardware development is a process of long-term exploration. At the moment, if you want to seize the entrance and seize the user market, you need to make efforts first in terms of content service and usage scenarios, so as to be faster. Move users and occupy the market to achieve economies of scale.
1. Content Services: After entering the subdivided area and gradually becoming individualized, the giants will have more advantages.
Li Haibo, the Vice President of Himalayan, once said: "No matter whether it is the intelligence of performance or the intelligence of content, the development of smart speaker input follows a logic: smart speakers are mainly used to connect people and information equipment to meet users' various types of equipment. Connection requirements. In essence, the core competitiveness of smart speakers is the content and services provided by the speakers. With regard to the next development of smart speakers, personalization may be the first stage. ”
The smart speaker can customize and optimize the user's personalized speech recognition model according to the user's pronunciation habits and often-mentioned content, so that the user's interaction success rate is higher. At the same time, through the user's interaction data to do behavior and hobby analysis, to build a corresponding user portrait, to achieve personalized push.
According to statistical data from the Himalayan Institute (as shown in the figure above), audio novels topped the list of the most popular categories, and became the largest category of mobile audio. At the same time, the data shows that in high-frequency users of audio books, the average length of time per person per day exceeds 113 minutes. Children's, music, variety entertainment, comic storytelling list of 2 to 5 points.
It can be seen that the current users' core demands for audio content mainly focus on audio fiction, children's stories, music entertainment, and the elderly enthusiasts' comic storytelling, and the smart speaker service content can be started around these major areas.
It is worth mentioning that, if you want to build an intelligent content service platform, giant companies obviously occupy a greater advantage, but also brought a lot of pressure on the startup companies in the industry.
From the perspective of music content alone, because most of the music copyright in China is basically in the hands of Tencent, Ali, and NetEase, other manufacturers that do smart speakers need to buy second-hand copyrights. And when record companies such as Sony license music rights to Internet companies, they are only authorized to play on the APP. They are not compliant with other products, and they also pose potential risks for mass shipments of the smart speaker market in the future.
But on the other hand, such a conditional restriction also brings greater advantages and opportunities for the giants such as Tencent Ali. After all, the giants are rich in resources and financial strength. If they control the entrances and channels, they can reach users in more scenarios and take the lead in occupying the entrance.
2, the use of the scene has a broader exploration space
From the use of scenes to distinguish, intelligent speaker is currently mainly used in indoor, outdoor and in the vehicle's three categories of use scenarios.
In indoor use, smart speakers are mainly used for the interaction of living services and smart homes, such as allowing them to play music and audio books, inquiries about weather and news hotspots, and controlling household lighting products such as lighting, curtains, air conditioners, and refrigerators. There are also service functions such as ordering, online shopping and taxi.
In the outdoor scene, for users who like sports, such as hip-hop enthusiasts or square dancers, the speakers can be connected to the user's wearable device. Even in a noisy outdoor environment, the wearable device can be controlled by the user's gestures and body sensations. For example, a smart speaker automatically plays a suitable music. When the user jumps for 20 minutes, the heart rate and calorie consumption have reached a stage, the speaker prompts to slow down, and the user is instructed to perform stretching exercises. During the entire exercise process, the user can Have a better smart experience.
In the car scene, intelligent speakers are mainly through the cooperation with car manufacturers, through the speaker to achieve the instructions given to the car. For example, when the weather is cold, the user drives the car's "air conditioning" to 25 degrees at home, and then the air conditioning temperature is automatically adjusted before getting on the train. In addition, voice-activated control allows the car to play music or news, set alarms, and set timers.
It must be said that the cooperation between smart speakers and car manufacturers is an excellent entrance to the car scene. Today, intelligence has become the automotive industry's "in progress," and continues to broaden the "car life" imagination.
Up to now, more and more vehicle manufacturers are realizing that artificial intelligence is indispensable for the development of autonomous driving and connected cars. Smart speaker voice recognition and the car's high affinity, if you can voice control navigation system and music player, without the need to leave the steering wheel without both hands do not stare at the screen, you can safely control the vehicle equipment.
In July last year, Toyota invested in startups through an artificial intelligence research and development subsidiary in the Silicon Valley in the United States. The development of artificial intelligence will probably affect the competitiveness of automobiles. Major car companies are stepping up development.
Just a few days ago, the Lions Zhiyun system was announced at the Chery smart brand launch conference. Chery introduced many intelligent features of the Tiggo 8 and equipped the Apollo robot system with the lions Zhiyun system and demonstrated it to the audience. Based on Baidu AI technology, the new human-car interactive experience. Yin Tongyue, chairman of Chery Automobile Co., Ltd., realized the function of opening and closing the trunk of the car by means of voice input through a remote Baidu speaker on his desk, and opened the key for interworking between the car scene and the home scene.
Of course, for the exploration mode of smart speakers, it is not possible to bet on the cooperation of auto manufacturers. Related industry experts believe that in the future, major inbound companies will explore double-line exploration of smart speakers. Because if you want to win most of the market, a single through the cooperation with car manufacturers, the front will be too long, and if you independently create another car speakers, access to high-quality service content, you can directly enter the user to occupy the market.
Nowadays, smart speakers are erupting and popularization, and they are deeply involved in a "blood of blood and sea". Although there is still a long way to go before it matures, this kind of environment is also for the players who want to enter the stadium. They left a time to fully seize the entrance, and further promote the smart speaker market to further erupt.
For players who are now entering the smart speaker market, to win from the game, in addition to the constant change of product hardware, the choice of content services and marketing strategies has become the key to success.