Voice shopping will become the trend of the next era China's smart speaker market is limited

According to a new market research report released by OC&C Strategy Consultants, the increasing popularity of smart speakers such as Amazon Echo and Google Home will lead to an explosive growth in sales of this product.

The report predicts that by 2022, the annual sales of smart speakers in the United States and the United Kingdom will grow to an astonishing $40 billion, much higher than this year's $2 billion.

Voice shopping will become the trend of the next era China's smart speaker market is limited

According to the report, the main reason for this sharp increase is the growth of the Amazon Echo audience for Amazon Smart Speakers.

This prediction far exceeds the estimates of smart speaker sales in previous years. Although there is no definitive comparison, RBC Capital Markets' research report recently predicted that by 2020, Amazon will generate $10 to $11 billion in sales from Alexa-only voice devices, including device sales itself and voice shopping.

Voice shopping will become the trend of the next era

In addition, the new report believes that the rapid spread of smart speakers means that we will also see the rise of the voice technology product shopping industry.

According to the report, 13% of American households now have smart speakers, and 36% of them often use the device's smart assistants to help them with their daily shopping. In the UK, 10% of households have smart speakers, and 16% of them use it to shop regularly.

Now, more people use smart speakers to do at least one shopping experience, and they are not regular voice shopping participants. In the United States, 62% of smart speaker owners use voice shopping, compared to 44% in the UK.

The report also found that users with smart speakers tend to be younger, richer, and more likely to live in families with children, all of which may contribute to more voice shopping in their own way. In other words, young people are often able to accept new technologies faster. Even if the price is high, the rich will choose a more convenient and innovative technology, and these major audiences often go to Alexa or Google Home Voice Assistant for help because they are too busy to complete shopping locally.

Of course, the predictions in the above report are presented in an optimistic manner. At present, the products that can be purchased through voice shopping are basically low-value products, which are used as one-time purchases. Grocery stores (20%), entertainment (19%), electronics (17%) and clothing (8%) are the main categories of purchase. At the same time, only 39% of consumers said they trust the personalized product recommendations of smart speakers, and most people are just buying things they are familiar with.

Low price pushes China's smart speaker market 2017 sales to exceed one million units

Outside the US and European markets, smart speakers have also achieved rapid growth in the Chinese market. According to the "China Smart Speaker Market Analysis" report released by the authoritative research organization GfK (one of the world's top five market research companies) in October 2017, the sales volume of China's smart speakers in 2015 was only 10,000, and increased to 60,000 in 2016. From January to August 2017, the total sales exceeded 100,000 units. With the launch of many new products in the third quarter of 2017, the sales volume of smart speakers has made a significant leap.

For the whole 2017, the more important time is during the Double 11 Shopping Festival. The data shows that on the day of "Double 11" in 2017, Ali's Tmall Elf smart speaker sold more than 1 million units for 99 yuan. Obviously, the low-cost promotion strategy has stimulated the sales of Tmall Elf, and also promoted the Chinese smart speaker market to enter the million sales level.

At the same time, 叮咚 smart speakers, Xiaomi AI speakers, cool dog smart speakers and other products have achieved rapid growth in sales in November and December. According to the official data released by the company, its mini smart speaker 叮咚 TOP has exceeded the million sales mark on the day of the double 11. Of course, the reason for such sales is also the price, 叮咚 TOP in the Jingdong PLUS members and coupons double incentives, double 11 on the day to the hand price of only 49 yuan, set a new low in the domestic smart speaker market promotional price.

Although Ali, Xiaomi and Cool Dog all attract consumers with low prices, the report shows that in the overall market of China's smart speakers, the proportion of products below 200 yuan is decreasing, and the proportion of products in the price range of 300 yuan to 600 yuan has been reached. 80%. With the release of high-end new products, products ranging from 600 yuan to 1,000 yuan gradually squeezed the middle price segment.

According to the report, as of October 2017, a number of new smart speakers have appeared in the Chinese market. There are mainly Ali's Tmall Elf, Xiaomi AI Speaker, Himalayan Xiaoya Speaker, Jingdong叮咚 2nd Generation, go out and ask TIcHome, Rokid Pebble and so on.

In 2017, although the domestic speaker manufacturers have completed very beautiful sales data, but the amazing low-cost promotion strategy can not help but worry about the market. In a rapidly expanding market, it is likely that the market is in a price war, not even profit-oriented, and runs counter to normal market rules.

In 2017, China's smart speaker market has four development trends:

First, the looting of a number of manufacturers to join the smart home entrance is conducive to the marketing and promotion of the entire smart speaker market;

Second, audio manufacturers actively cooperate with technology companies, which will drive a wave of sound quality speaker products;

Third, the participation of big manufacturers such as Xiaomi, with its brand influence, fan effect, and offline channel advantages will accelerate the growth of the smart speaker market;

Fourth, the product homogenization scene on the market is serious at present, although the innovative product form is more likely to win the eye, but the product form innovation is difficult to drive the premium effect.

China's smart speaker market development restrictions have the following three points

First, the low penetration rate of smart homes is the main reason for the inability of the smart speaker home control center to cycle. The smart home market in China needs a single product that can directly hit the pain points of consumers to subvert, allowing consumers to form smart home thinking;

Second, the Chinese and Western lifestyles are different. Western consumers themselves have the habit of using speakers in the living room;

Third, manufacturers have gathered voice interaction technology and ignored the consumer experience. At present, consumers generally report problems such as poor far field recognition, high false awakening rate, unstable continuous dialogue function and poor semantic understanding.

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