中文
ENG
Behind the 1 million sales of Tmall elves, the smart speaker has a new turning point
Source: | Author:pmo57031c | Publish time: 2017-11-16 | 189 Views | Share:
For the first time, the Tmall spirit of double 11 entered the first million sales volume of domestic smart speakers, which had nothing to do with Ali's ability to explode money, but it also exceeded the expectations of most people.

A late smart sound box is not a lucky one, compared to a few years ago. Although Amazon, Google and apple on the other side of the Pacific are all loyal fans of smart speakers, when the domestic Ali, millet and Baidu compete to enter, they appear in one way or another.

However, Amazon's Echo's positive name is 5 million sales per year, and it has access to more than 7000 developers in half a year. Now Tmall wizard also ushered in its own million sales, intelligent sound box in the country or a false proposition?
Take the market in a suitable way to China

After three years of listing on Amazon Echo, Ali and millet began to enter the market formally. Although it looks a little late on time nodes, it is at least the same rhythm with Google and apple.

Even so, the sings still give a bad reason, such as "domestic and foreign user habits are different, domestic market demand is not rigid." The source of the conclusion is nothing more than sales volume data. Before the Internet giants enter smart speakers, large numbers of smart speakers have appeared in the country, but the total sales volume of the products is less than 20 thousand. Ding-a-dong intelligent speaker even iFLYTEK and Jingdong background, in 2016 to hand over the transcripts of only 100 thousand taiwan.

Coincidentally, technology media have repeatedly exposed problems arising from the upstream and downstream industry chain of smart speakers, such as small profits, loss making on behalf of factories, survival crisis and so on. Not only that, but even the most "characteristic" voice interaction of the intelligent sound box is also questioned as "chicken ribs". It seems to be hiding a simple logic: the whole intelligent sound box industry chain is awful because the sales are not going to be sold.

Of course, the cause of this phenomenon can be traced back to the earliest product pricing in a smart sound box. You know, the touch-screen version of Amazon Echo Show sells for 230 dollars, Google Home sells for 129 dollars, and apple Home Pod is up to 349 dollars. The message conveyed is that smart speakers are high-end market playthings, and at least should be middle class. This pricing logic of domestic entrepreneurs is affected, a Hangzhou company called Rokid products sold 1399 yuan, Himalaya Xiaoya price is 999 yuan.

On the other hand, it is still in the market education stage, only a small number of geeks are willing to try the intelligent audio, on the other hand, the traditional Bluetooth speakers with cheaper price and high user acceptance. The smart sound box is defeated in the market game, and perhaps there is not too much accident.

When giants enter, the overall market awareness should be more rational, intelligent speakers in the Chinese test water necessary from the start price, breaking the consumer psychological threshold, the concept and the real scene of speech interaction in the consumer market penetration, it is conducive to the popularity of intelligent sound box. So when Tmall elf released, it gave a super low price of 499 yuan. Soon after, Xiaomai's classmates reduced the price to 299 yuan.

In this year's double 11 period, the original price 499 yuan Tmall wizard X1 price of 99 yuan to reduce the user threshold, many Jingdong planning price promotions for Ding Dong sound...... It has begun to occupy the market in a way that suits China. That is to say, we should first use the "subsidy" to educate the market and share the rise of industries such as travel, group buying, O2O and so on.

The old story and the new plot of the intelligent sound box

Anyway, smart speakers are still at the embryonic stage in China, completing the transition from exploration to growth. Millions of sales of Tmall elves is a milestone. When a single product has millions of stocks in the market, it is self-evident for the upstream and downstream industry chain and developers. It is also the starting point for the evolution of AI platform.

Before that, most smart speakers were still in storytelling stage, or "on paper". Smart speakers were sent to "do traffic entry, build eco platform, and become a home terminal".

Imagine a scenario: a housewife in the kitchen cooking, can through the intelligent speaker query menu, kitchen utensils, control orders to buy food, or with the help of intelligent speakers to make the cooking time, Internet phone call call the family home for dinner, boring time can also through intelligent speakers online shopping etc.. A small sound box, under artificial intelligence, can be called a new way of changing human life, or even a new pry board that opens the door of a smart home.

From this point of view, Ali is not willing to accelerate the popularity of the intelligent sound box in the form of "subsidies", after all, for the sake of ecology. For this size of the Internet giant, the technical barriers of talent and smart speakers are not difficult to break through, but relative to the hardware technology, the ecosystem behind is the key to the success of smart speakers. Just so, the sales of the 1 million sets have brought new stories to the "old story" of the smart sound box.

On the one hand, the accumulation of ecology can not be separated from a large number of partners. Perhaps with the influence of Internet giants, it is not difficult to gather dozens or even hundreds of partners at the early stage, such as Tmall elves and flying pigs cooperation. Besides the application of Ali department, Tmall sprite has supported many smart home products including PHILPS, Midea, Haier and many other brands, such as Jingdong, Xiaomi and so on.