The smart speaker is the terminal consumer product with the strongest growth in 2018. This product is not only a major carrier of the voice interaction system, but also regarded as the entrance to the smart home, linking up a huge ecosystem and business opportunities, attracting major manufacturers to join the battle , In addition to advanced players, including Apple, Facebook, Baidu, Tencent, etc. have entered the market this year. According to the forecast of Top Industry Research Institute, a subsidiary of TrendForce, the global smart speaker shipments will reach 62.25 million units in 2018. Driven by the expansion of Google Home and the growth of the Chinese market, the estimated shipments will grow to 95.25 million units in 2019. An annual increase of 53%.
Tian Zhihong, an analyst at Topology Industry Research Institute, analyzed that Amazon currently accounts for about 70% of the U.S. market, and Google is bound to develop overseas markets. Through the AI ​​voice system, Google is actively developing voice interaction systems in various languages. Google Home only supported four languages ​​in 2017, and began to support six languages ​​in 2018. The number of countries sold has also increased from 6 to 13. It is estimated that More than 11 languages ​​will be supported in 2019, and the country of release will jump to more than 18, which will push Google Home shipments up 72% in 2019 to 30.96 million units.
In addition to Google's layout that will boost the growth of the smart speaker market next year, the Chinese market's entry into a growth period in 2019 will also drive the development of smart speakers. Topo believes that smart speaker manufacturers will use more intense price competition to grab market share before and after Double 11. Take Alibaba's Tmall Genie as an example. The pre-order price from October 20th to November 10th is 149 yuan, and the purchase price on November 11th is 69 yuan. The general version of Tmall Genie X1 is priced at 499 yuan, and the pre-order price is from October 20th to November 10th. For 239 yuan, Baidu's Xiaodu speaker dropped from 249 yuan to 79 yuan.
Tian Zhihong pointed out that the low-price subsidy policy of large manufacturers will make it difficult for small manufacturers to compete on price, and face heavy cost pressure or loss, and then start to withdraw or turn to niche markets. It is expected that after the Chinese market has gone through the process of eliminating the weak and retaining the strong in 2019, the wait-and-see attitude of consumers will ease, and then it will enter a growth period. Topology Industry Research Institute estimates that the shipments of Chinese smart speaker brands will increase from 14.27 million units in 2018 to 28.71 million units in 2019, an increase of 101.2%.
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