Smart speakers are rich in functions and have many sound channel layouts.
According to the Test Specification for Comprehensive Ability of Smart Speakers proposed and drafted by China Institute of Electronic Technology Standardization and China Electronic Audio Industry Association, smart speakers refer to speaker equipment with voice interaction function, access to network content and enjoy network services.
Compared with Bluetooth speakers, smart speakers are superior in security, transmission distance and delay time. The main functions of smart speakers are voice interaction, content service, Internet service and smart home control.
On 20 15, JD.COM and Iflytek launched Ding Dong smart speakers, which are pioneers in the smart speaker industry in China. By 20 17, the smart speaker market in China has completely entered the stage of "Hundred Boxes War". Alibaba, Baidu, Lenovo, Xiaomi, Mobvoi and Himalaya all released smart speakers.
Domestic technology giants BAT, Xiaomi and Huawei, large electrical appliance manufacturers Lenovo and Suning, traditional speaker companies DOSS and Rambler, voice technology companies Iflytek and Spirits, and hardware technology startups Mobvoi and Ruoqi all entered the field of smart speakers through self-research or cooperation. At this point, the players on the smart speaker track cover Internet giants, well-known hardware companies, e-commerce platforms, traditional home appliance manufacturers and a large number of artificial intelligence startups.
Affected by the epidemic, the shipment volume increased explosively and decreased slightly.
With the artificial intelligence sweeping all walks of life and the rapid popularization of voice interaction technology, according to the data of China Smart Speaker Equipment Market Monthly Sales Tracking Report by IDC, a world-renowned market research organization, the smart speaker market in China showed explosive development in 20 19, and the shipment of smart speakers in 20 19 reached 45.89 million units, up 109.7% year-on-year.
Affected by the epidemic situation in COVID-19, from June/kloc-0 to April 2020, the shipment of smart speakers in China was 1 0.56 million units, down by 14.7% compared with the same period in 20 19. With the gradual control of the epidemic, offline channels have gradually improved, especially the operators' channels have recovered quickly relying on the complete sales and service system, and the shipment volume will resume its growth trend.
Online education just needs to further increase the market share of screen speakers.
Screen speaker is one of the important driving forces to promote the development of smart speaker market in recent two years. The screen speaker has completed the leap from voice to vision, from single mode to multi-mode interaction. Especially when the product is superimposed with functions such as video, entertainment, learning and talking, the product boundary of the screen speaker is constantly expanding, which accelerates the user to develop the habit of using voice interaction.
At present, the market of smart speakers is mainly based on simple voice interaction and playing audio, and the demand for online education during the epidemic period has opened up a new market for smart speakers. During the epidemic, it became normal for children to attend classes at home, which greatly increased the scene stickiness of screen speakers, made up for the demand gap of early education and tutoring in the market, and brought huge development space for screen speakers.
According to AVC online monitoring data, screen speakers became the mainstream in 20 19 years, with a market share of 14.2%. By the first half of 2020, the share of screen speakers will further increase, reaching 19.8%, including 1 in February and June of 2020.
Online and offline permeability is low and there is more room for growth.
Smart speakers have been basically popularized in all cities. According to the Survey of 20 19 Smart Speakers Users in China released by Strategy Analytics, there are about 35 million households with smart speakers in China at present, and the market penetration rate is about 10%. More than half of smart speaker users have two or more smart speakers.
The powerful drainage ability of smart speakers can bring great commercial value to enterprises, especially in the Internet industry where traffic is king. In 20 19, the number of smart speaker mobile client users has reached 23.7 million, an increase of more than 8 times year-on-year; But at the same time, the penetration rate of smart speaker mobile client in the industry is only 2. 15%, and there is still a lot of room for improvement.
Compared with the major developed countries in the world, the penetration rate of smart speakers in China is at a low level, which is mainly related to the immature habits of Chinese users and the lack of stickiness in the use of smart speakers.
In 20 19, the penetration rate of smart speakers in the United States was the highest, reaching 26%. The number of smart speaker users in China ranks first in the world, with nearly 86 million people, but the penetration rate of smart speakers is only 10%, far lower than that in the United States. Followed by Britain, the scale of smart speaker users and the penetration rate of smart speakers are 0./kloc-0. 3 billion and 22% respectively, ranking third in the world. The penetration rate of smart speakers in Germany and Canada is also above 15%.
Sales gradually returned to the rational epidemic, and the growth rate declined.
According to AVC omnichannel summary data, the sales volume of smart speakers in China in 20 19 was 36.822 million units, up by 126.6% year-on-year, and the sales volume was 69 1 100 million yuan, up by 89.3% year-on-year. It believes that the reason for the high growth of smart speakers lies in the continuous high subsidies of giants, the low price brought by price wars and the brand awareness enhanced through entertainment programs, which strongly stimulated consumers' desire to buy.
Before the outbreak, AVC predicted that with the reduction of price subsidies, the smart speaker industry will return to rationality in 2020 and maintain a high growth rate of about 30%. The outbreak of the epidemic has a certain impact on the overall sales of smart speakers, and the growth rate is slower than expected. In 2020, the sales volume of H 1 smart speakers in China was 19086000 units, up by 22.7% year-on-year; Sales reached 3.56 billion yuan, up 65,438+08.3% year-on-year.
The number of Tmall Elves is about 60 million, with the highest share.
According to the data released by Konashe Company, by the end of February 20 19, the number of smart speakers installed in China exceeded 59.9 million, an increase of 166% compared with 22.5 million at the end of 20 18.
Among them, the number of users of Alibaba Tmall Elf is about 25 million, which is more than doubled from about100000 in 20 18, and its market share is as high as 39%. In addition, Xiaomi's Xiao Ai speakers followed closely, increasing from 5 million in 20 18 to150,000, with a market share of 25%. At the same time, the number of devices running Baidu DuerOS increased from 3 million in 20 18 to 40,000 in 20 19, and the market share was slightly lower than that of Xiaomi, reaching 24%.
The technology is mature and the application demand potential is huge, and the industry space is broad.
Judging from the market demand potential, the smart speaker industry in China is currently in a period of rapid development. The continuous entry of Internet giants and the initial establishment of competition pattern have pushed the industry into a fast start-up period. The continuous expansion of online music market in China and the broad prospect of smart home application demand also bring downstream application demand for smart speaker industry. In addition, smart speakers are expected to become the control center of ordinary users' home application scenarios. With the improvement of ecological construction of domestic manufacturers and the update and application of new technologies, the demand for smart speakers will be effectively improved.
From the mature potential of technology, the future will be accompanied by a series of technologies related to smart speakers, such as far-field pickup, speech recognition, speech synthesis, semantic understanding, artificial intelligence and so on. The pain points such as security and privacy issues, poor consumer experience and user habits caused by immature technology are expected to be further solved, the consumer experience will continue to improve, and smart speakers will usher in a broader market space.
The short-term impact of the epidemic is inevitable. After active hedging, the industry outlook is still optimistic. In recent two years, the shipment growth rate of smart speaker industry in China is between 100%-200%, showing an explosive growth trend. The epidemic situation has accelerated the concentration of market share and the establishment of competition pattern. AVC predicts that the sales of smart speakers in China will reach 42.6 million units in 2020, up by 15.7% year-on-year. With the increase of market penetration of smart speakers and the gradual maturity of the industry, it is predicted that the growth rate of smart speakers industry will gradually slow down. In 2026, the shipment of smart speakers in China is expected to reach 654.38+38 million units, with a compound growth rate of 20% from 2026 to 2026.