On June 11, in Baidu Science and Technology Park, Baidu officially released its first self-branded smart speaker-Xiaodu smart speaker. The product is priced at 249 yuan and the early adopter price is 89 yuan.
As soon as the news came out, the industry was in an uproar. Seeing the configuration and functions of the Xiaodu smart speaker, many people compared it with the Raven H smart speaker launched by the Xiaodu series in November 2017. The Raven H smart speaker, as the first hardware product in the smart home field built by Baidu, was previously unveiled at a high-profile price of 1,699 yuan. However, due to the high price and low cost performance, the market sales fell short of expectations, and then slowly faded out. Consumer perspective.
Baidu's 89-yuan Xiaodu speaker has optimized performance and lower price than previous Raven speakers. According to media speculation, Baidu's move implies that the Raven will be completely out of the game.
From the initial high hopes to the current lonely exit, regardless of the complicated intertwining between the Raven team and Baidu, the price gap between the two speakers in the same series has made us surprised: the bottom line of the price of smart speakers has been It has been broken repeatedly, what kind of fate will be waiting for it in the future?
The price war for smart speakers has been around for a long time
The argument of smart speaker price wars is not recent. Since Amazon launched its first smart speaker Echo in 2014 and quickly became a "phenomenal" product, domestic and foreign IT giants have entered the smart speaker market one after another, using it as a layout for smart homes. The priority entrance of the smart speaker, the price war of smart speakers has also begun.
In 2015, JD and iFLYTEK launched Dingdong smart speakers, becoming the first company to test the waters of China's smart speaker market. In 2016, Google launched the smart speaker Google Home. In 2017, smart speakers started to explode.
On June 20, 2017, Himalaya FM released Xiaoya AI speaker, the first batch of pre-sale price is 699 yuan;
On July 5, Ali launched the Tmall Genie X1, priced at 499 yuan, 99 yuan during the Double Eleven;
On July 26, Xiaomi released the AI ​​speaker Xiao Ai, priced at 299 yuan;
On August 24, I went out and asked to release the Tichome smart speaker, starting at 649 yuan;
On November 16, Baidu released the first smart speaker raven H, priced at 1699 yuan;
In February 2018, Apple released the Home Pod, a smart speaker, priced at US$349, or approximately RMB 3774;
On March 26, Baidu released the first smart video speaker Xiaodu at home, priced at 599 yuan;
On March 27, Xiaomi launched the Xiao Ai speaker mini, priced at 169 yuan, and 99 yuan during the rice noodle festival;
On April 17, Tencent launched the Tencent Listening Speaker for the first time on JD.com, priced at 699 yuan;
On May 9, Ali launched a new smart speaker Tmall Elf sugar cube, priced at 199 yuan, and the initial price is 89 yuan;
On May 10th, JD.com released the Dingdong mini2, priced at 299 yuan, and the initial price was 79 yuan;
Through public information inquiry, it is not difficult for us to find that the price war for smart speakers started as early as 2017. During this period, the price of smart speakers ranged from tens to hundreds of thousands, showing up and down wavy changes, but the overall trend was significantly lower.
Baidu's newly unveiled Xiaodu smart speaker has an early adopter price of 89 yuan, which once again broke consumers' imagination of low smart speakers. This also means that after the scene of the "hundred-box war" in 2017, a new round of smart speakers The price war escalated again.
Why high-end smart darling has become a 100-yuan toy
As artificial intelligence has become a hot trend, the competition for AI traffic entrance is becoming more and more fierce, and smart speakers, as the concrete carrier of AI landing, have attracted the participation of giants such as Baidu, Ali, Tencent, Xiaomi, JD, and a large number of intelligent hardware manufacturers. With the influx of many players and the increasing maturity of technology, the smart speaker market has been rapidly opened up, and the large-scale development of the market has gradually made it from the high-end users initially positioned to the general public.
The fierce competition and large-scale development of the market are one of the main reasons that drove smart speakers out of the altar, but the quality of the product itself is not good enough, and the consumer experience is not good. It is also an important factor that leads to a sharp decline in consumer enthusiasm and merchants’ helpless price reduction.
By searching for smart speakers on the e-commerce platform and randomly selecting them for comparison, Yiou Home found that the overall praise rate of smart speakers is not too high. Most consumers complain about the lack of sound quality, limited music library, interrupted network connection, slow response, and difficulty in scene recognition.
For example, for Xiaodu smart speakers that are functionally focused on child mode and geek mode, many consumers say that children’s articulation is not clear and the speakers cannot recognize it most of the time. For the geek group, the geek mode’s intelligence The level is not enough to talk to the user normally.
In addition, smart speakers have single functions, serious product homogeneity, and low consumer usage. According to the latest survey by market research organization IHS Markit, only 6% of consumers currently use smart speakers to control smart home appliances such as lighting and heating.
Even the Home Pod, a music playback device that is esteemed as a music player that can bring extraordinary experience, is ranked behind "answer questions, check news or weather forecast" in the proportion of its music playback function, while controlling other smart home devices is currently smart The least frequently used function of speakers.
Besides, smart speakers, what is the fate of other smart home products?
Smart speakers were once regarded as a convenient entrance to smart homes, and were vying for layout by various industry giants. Nowadays, their prices are lowered step by step, and people have to reflect and worry. As the entrance of smart speakers, in this situation, the fate of other smart home products How will it be.
In fact, in the field of smart home, the signs of price wars for many products have begun to appear. According to market research institutions, the price of smart door locks has been declining year by year from its birth to the present. From the early price of 3000 to 4000 yuan per piece, to the current average price of about 1,000 yuan, the gross profit rate of the company has increased with The decline in selling prices has been continuously compressed. The same goes for smart home appliances such as smart air conditioners and smart refrigerators.
For enterprises, the industrial market structure has not yet formed, and the price war has already started, which is extremely detrimental to the development of the market. At present, many merchants do not hesitate to adopt the promotion strategy of attracting consumers with high subsidies in order to open up the market, but the price cut not only means the reduction of profits, but also means strict control of costs, which affects product quality. Low profit, low cost, and low quality. Under such a vicious circle, the market effect presented is contrary to the original intention.
For consumers, smart home products wrapped in technological jackets have received enthusiastic expectations and responses at the beginning of the market, but now they are branded as "low-cost and low-quality" and "smart toys". Consumer confidence and expectations The value gradually decreases. This makes people think of the development path of smart phones. In the era of the crazy rise of copycats, few people have paid for the so-called innovation and feeling
When the market is in a mixed situation, even if there are really good products later, it will be difficult for them to get ahead. Perhaps in the near future, this will also become a portrayal of the fate of smart homes.
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