"Amazon Echo's impressive sales figures have sparked the smart speaker market in the U.S., selling more than 6.5 million units in 2016 alone and expected to surpass 10 million units in 2017. Following Amazon, Google launched its Google Home and Apple followed suit with its HomePod. This has prompted tech giants like JD.com, Lenovo, Himalaya, Alibaba, and others to join the fray. Yet, despite the global buzz, the domestic Chinese smart speaker market remains lukewarm.
JD.com Vice President Weng Zhi shared his thoughts with Billion Europe, stating that although smart speakers will continue to exist, they won't necessarily become as ubiquitous as smartphones anytime soon. In China, the smart speaker market faces unique challenges. For instance, Chinese consumers are often preoccupied with work and commuting, leaving little time for activities like listening to music at home. Additionally, many daily services in China, like mobile payments, are already accessible via smartphones, reducing the perceived necessity of smart speakers.
Contrast this with Western markets, where lifestyles may allow more leisure time and space for devices like smart speakers to thrive. In the U.S., for example, families might enjoy playing music in the kitchen or living room without worrying about disturbing neighbors. Moreover, the U.S. lacks a centralized messaging app like WeChat, which keeps users glued to their phones. These cultural differences significantly impact smart speaker adoption.
Another hurdle lies in the fragmented nature of the domestic smart home ecosystem. Chinese appliance manufacturers often compete fiercely and don't easily integrate with each other's systems. This makes it challenging to create a unified smart home experience centered around a single device like a smart speaker.
Looking at the industry chain, traditional audio-related OEM/ODM vendors such as Sannuo, Guoguang, Fenda, and Harman International play a crucial role. In terms of chip suppliers, MediaTek leads with its first-mover advantage, while Qualcomm and Apple are also making significant strides. Other notable players include Quanzhi Technology, Ruixin Micro, and Ziguang Zhanrui.
Voice technology providers like InfoFly, Scipto, and Yun Zhisheng offer comprehensive solutions ranging from speech recognition to semantic understanding. These companies are vital in ensuring seamless voice interactions for smart speakers. Meanwhile, content providers like music streaming platforms, audio stations, and news outlets contribute to the richness of the user experience.
Despite these efforts, domestic smart speakers face challenges in terms of content licensing, pricing, and channel distribution. The fragmented music copyright landscape, coupled with the need for affordable pricing, presents a balancing act for manufacturers. Additionally, the lack of standardized IoT interfaces complicates screen and system adaptations.
In the future, smart speakers could evolve into more than just audio devices. They might integrate with TVs or other household appliances, becoming central hubs for smart homes. While it's uncertain whether the Chinese market will see the same success as Echo, smart speakers remain a promising direction for the broader smart home industry. The key lies in addressing consumer pain points, enhancing user experience, and ensuring interoperability across various ecosystems."
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