If you have to use one sentence to describe the current smart speaker market, it would be "suddenly like a spring breeze, thousands of trees and pear blossoms", and indeed, players from all walks of life have poured in, and this track of smart speakers is also It has already been opened.
They all say: "Where there are people, there are rivers and lakes." There are more players, and naturally there will be a lot of battles. Everyone wants to be the pinnacle of the industry, but don't you know that there are only strong middle players, and a top-notch competition on the smart speaker market will follow one after another. But now it seems that Amazon and Google are gaining momentum. One is the first mover and the other is aggressive, and it seems that they are all determined to win.
According to statistics from trategy Analytics and Canalys, a year ago, Amazon's smart speakers accounted for 75% of the global share. Amazon itself also stated in its February earnings report that in 2017, Amazon sold tens of millions of speakers. In fact, to be serious, this is also mainly due to Amazon's first-mover advantage. It launched smart speakers as early as 2014, while Google only launched it in 2016. As for Apple, it was only in early 2018 that it really broke into smart speakers. Domain. It can be said that Amazon, which is taking the lead, is the first to be the real leader of smart speakers. It is reasonable.
However, what is unexpected is that Google only caught up with Amazon in terms of shipping speed in two years. According to data provided by Canalys, a market research organization, in the first quarter of 2018, Google sold 3.2 million smart speakers, with a market share of 36.2%. Not only did the market sales increase by 483% compared with the same period last year. Soon, it even surpassed Amazon's top smart speaker sales champion in one fell swoop.
The big showdown between upstart smart speakers and giants has completely ignited the war on smart speakers around the world. But even so, neither Amazon nor Google seem to be able to show their presence in China. Why is that? In the global smart speaker market, there is a lot of trouble, but China is the only one that can't play. Is this the so-called "unacceptable"?
In fact, smart speakers are not a hardware business. They sell the services behind them. In China, Amazon and Google obviously have no way to provide supporting services. This gives opportunities for the rise of local companies such as Ali, Xiaomi, and Baidu. , Can use cheaper prices and more localized services to carve up the Chinese market.
From the perspective of the smart speaker market, if you want to gain a foothold in the Chinese market, it is not feasible to rely solely on golden signs and brand awareness. The only way to provide more localized services is to give Chinese consumers a strong sense of identity. Only after the service that the speakers want to sell resonates, can this "big cake" in the Chinese market be truly leveraged.
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