As we all know, the development of smart speakers has become more and more popular, not only because Amazon, Google, Apple and Microsoft are involved. Domestic Baidu, Alibaba, JD, Tencent, etc. have also been involved, and their respective products have been sold on e-commerce platforms in full swing.
Changes in Baidu smart speakers
Interestingly, news broke out in the industry yesterday that: Lu Cheng, a post-90s Baidu executive, had resigned and was in charge of Raven Studio. For a time, Raven Studio, the founder of Raven and Baidu Smart Life Group (SLG), was considered to be responsible for Baidu's important role in the smart speaker market.
With Lu Cheng's resignation, it also shows that Baidu's strategy in the smart speaker market may also be quietly changing. It was previously reported that Baidu had different opinions on the development of the smart speaker Raven H's high-end positioning in the Chinese market. In fact, we can get a glimpse of the difference in sales performance brought about by the different positioning of Amazon and Apple in the smart speaker market.
Therefore, Baidu's adjustment is also normal. Baidu's Xiaodu Smart Speaker at Home is reported to be selling well, and this product is even more affordable in terms of price. This is obviously also in line with the current market demand structure.
At the Baidu World Conference at the end of 2017, Raven H, a smart speaker equipped with DuerOS system, made a stunning appearance and was positioned as the entrance to Baidu's competition for smart home scenes, priced at 1,699 yuan. However, due to the overpriced products, Raven H sales are not ideal.
Baidu clearly understands the needs of Chinese users better. Therefore, Baidu subsequently launched the Xiaodu smart speaker, which is a speaker product built by Baidu itself, priced at 89 yuan.
It is reported that Xiaodu smart speakers were merged into SLG's hardware ecological channel department and produced in March this year. There are a lot of appointments, and subsequent shipments will determine how Baidu will enter the smart speaker market.
There are 100 million smart speakers in the world this year
It is reported that the research company Canalys recently released a report saying that by the end of this year, the global smart speaker population will reach 100 million, almost equivalent to 2.5 times last year. Canalys stated in the report that smart speakers will continue to maintain a rapid development momentum in the next few years, and it is expected to reach 225 million units by 2020.
Amazon is the leader in the smart speaker market. Its Amazon Echo smart speaker market share will exceed 50% this year, but it will drop to 34% in 2022. Google follows closely, and its Google Home smart speaker market share will reach 30% this year, and will increase to 34% in 2022.
Apple HomePod only ranks third, especially, its market share is much lower than Amazon and Google, this year is expected to be 4%, and 2022 will reach about 10%. Price is the biggest drawback. Of course, it is reported that Apple also plans to launch a cheap version of HomePod products to participate in the competition.
In this way, it is not difficult to understand that Baidu wants to change its price positioning and style in the smart speaker market. For users, in the process of cultivating the market, price is undoubtedly a very important link, especially in the Chinese market.
Canalys' data shows that the United States is currently the largest market for smart speakers. The upward momentum of the Chinese market is relatively obvious, and the future development of this market will also be one of the main references for the development of the entire smart speaker market.
Voice assistants and the Chinese market
In fact, the initial market performance of Apple's HomePod is not ideal. The biggest reason is the price. In addition, another important factor is that the technical capabilities of the voice assistant are still insufficient.
Apple has hardly any price advantage in the competition with Amazon and Google. Although Apple advertises that it has made significant improvements in sound quality, it has almost no advantage in terms of voice assistants, prices, channels, and market coverage. And users seem to be not very concerned about the sound quality issues that Apple emphasized, which embarrassed HomePod.
Interestingly, voice assistants are very important for smart speakers. From Amazon's Amazon Echo, Google's Google Home to the built-in Cortana invoke jointly launched by Microsoft and Harman Kardon, etc., all demonstrate the charm of voice assistants. It is reported that Apple is likely to release Siri smart speakers next month.
It is worth noting that Amazon's unique position in the smart speaker market is inseparable from its continuous innovation strategy and very affordable price positioning. It is reported that Amazon is planning to turn the Fire tablet into an Echo.
In China, smart voice is one of the four key areas of the first wave of artificial intelligence applications planned by the government (the others are healthcare, smart cities, and autonomous driving).
We are concerned that Baidu, Alibaba, JD, and Tencent are accelerating the deployment of artificial intelligence strategies, covering almost a series of “AI+†industries from smart medical to autonomous driving (drone), including smart voice.
Baidu’s AI strategy is well known. Baidu’s goal is to develop its DeurOS platform into the world’s leading conversational artificial intelligence software, directly competing with Amazon Alexa. The current layout basically continues this line of thinking. Alibaba’s smart speaker journey officially started in July 2017. The company has sold more than 1 million Tmall Genie smart speakers.
The AI ​​assistant of Tmall Genie is AliGenie, which is against Amazon's Alexa. Like Alexa, users can set up 100 skills for AliGenie and implement voice shopping on Ali's e-commerce website. Tencent has also entered this market, and its biggest advantage is its huge WeChat user base. Remember Xiao Ma said before that he would launch the voice version of the "driver" app WeChat, right? In fact, this is also an application of voice assistants.
Obviously, the competition in the smart speakers and even the voice assistant market is still on the way, far from reaching the dust. However, due to the insufficient entry of Amazon, Google, and Apple in the Chinese market, coupled with the different positioning strategies of Chinese manufacturers, future competition will also become more intense. The changes in Raven Studio under the Baidu Smart Life Business Group (SLG) actually show that the competition in this market is becoming more and more market-oriented.
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