According to the latest statistics from Strategy Analytics, global smart speaker shipments in the first quarter of this year have accumulated to 9.2 million. Among them, Amazon ranks first, with shipments expected to be 4 million units and a market share of 43.6%. It can be seen that the shipment of smart speakers will increase significantly in the future, which will also bring unlimited reveries to future smart products, and capital is optimistic. Due to the maturity of the development of smart speakers, the attention of various companies has fallen to the children's field.
Companies have made many layouts around children's smart speakers, such as Amazon's Echo Dot second-generation children's smart speaker launched this year. Ali released the Tmall Genie children's version this year, with a built-in Tmall Fireeye recognition system. Baidu's Xiaodu smart speaker has a new "child mode". Xiaomi’s Mi Rabbit smart story machine is designed for children, and a smart speaker "Xiaoya Mini" launched by Himalaya FM is mainly aimed at children between 0-14 years old. It is conceivable that there is still a large market in the children's field worth developing.
Many factors have made the field of children's smart speakers become popular.
Why are the giants aiming at children's smart speakers?
The current market is dominated by smart products. When the children’s market is vacant, it is conducive to the development of the children’s market. Under the strong competition of the children’s market, all people are interested in children’s smart speakers, and it is precisely because of the smart speakers. The maturity of technology can make children's smart speakers have a good prospect, and domestic and foreign giants strive to occupy the market.
First of all, the maturity of smart speakers. Canalys released the latest data showing that in the second quarter of 2018, global shipments of smart speakers increased by 187% year-on-year. The rapid growth of smart speakers in such a short period of time shows that the current technology is very mature, so with the increase in shipments, the market for children's smart speakers can be accelerated according to consumers' preferences and trust. Behind the maturity of children's smart speakers is the maturity and vigorous development of the entire smart voice industry, which can truly promote the evolution of smart voice into a human-computer interaction interface.
Secondly, the potential monetization needs of the children’s content industry. According to official information, Xiaoya Mini can access the audio content of Himalaya’s entire site, and optimize content for children aged 0-14, providing coverage of music, stories, English, encyclopedias, and history. There are nearly 100 million pieces of audio content in 328 categories in total, such as, science, etc. It is precisely because Himalaya FM has loyal fans and a rich content platform that it can make the launched Xiaoya Mini children's smart speaker succeed and obtain the demand for knowledge realization.
With the outbreak of the content industry in recent years, the payment system has gradually matured, and the barriers for users to purchase content knowledge have become smaller and smaller. If there is a company that produces children's smart speakers to help them realize their profits, they are naturally happy.
It shows that more and more content is rising from the media, and they also have a demand for monetization. Through children's smart speakers, the children's content market has developed rapidly.
Finally, the consumption concept of parents investing in children's education, according to the latest "China Online Education Market Research Report for the First Quarter of 2018" released by Bida Consulting, the online education market is expected to exceed 300 billion yuan in 2018, reaching 34.67 billion yuan. In recent years, the way of online learning has been gradually accepted and even used by more and more people, indicating that parents are willing to spend this money for their children.
Smart speakers are the carrier of education. Through the concept of education, parents feel that smart speakers can bring benefits to children and help children learn more products. Therefore, the consumption concept that parents invest in children's education has the most important and far-reaching impact on children's future growth.
What are the dilemmas of children's smart speakers?
The current smart speaker market is gradually mature, and the development of children's smart speakers is not satisfactory. Children and adults themselves are different, and there are many points that need to be overcome.
1) There are too few related children's applications
Amazon, as the pioneer of smart speakers, has a comprehensive range of applications. According to reports, Amazon Alexa has more than 15,000 skills, while domestic smart speakers have not been out for long. Many applications are not as good as foreign ones, especially There are few or no readings for children's stories. The lack of applications means that the children's market is developing slowly, and the sales of children's smart products cannot be increased.
2) The atmosphere and frequency of children using smart speakers is less
According to the latest statistics, Apple’s iPad’s market share in the first quarter of 2018 accounted for 28.8% of the global share. Earlier, Apple held its annual global developer conference and launched a large number of The reason why the children’s education application can be launched is also due to the high share of the population of smart tablets and the high frequency of children’s exposure. In addition, smart speakers know less people, so their share in the population is not high, and children's contact frequency is low, so that its development is relatively slow.
3) Lack of IOT smart toy hardware around children
The current smart speakers can already be connected to other smart devices. For example, Ali’s AliOS is a multi-terminal IoT operating system, which is now suitable for IOT devices with high CPU performance and memory requirements such as cars, TVs, refrigerators, and smart phones. The smart speaker cannot be connected to the corresponding children's smart toy, and such a connected device is basically 0.
Smart speakers are now connected to smart homes, but children's smart speakers are not. Baidu and Lego have previously reached a partnership to try to launch Lego smart toys equipped with DuerOS, but it didn't stop there. If there is no corresponding children's IOT toy, it will not be attractive to children, and children's smart speakers will naturally not sell well. On the contrary, it can greatly promote the development of children's smart speakers.
What are the characteristics of each giant's layout on children's smart speakers?
Ali: This year, the Tmall Genie children's smart speaker was launched, which is mainly developed for children under 6 years old, so that children can learn more common sense in the process of playing. Tmall Genie children’s smart speakers can have a good reputation. The key point is that Ali has a channel sales advantage. According to Ali’s financial report last year, GMV reached 3.767 trillion yuan. In recent years, Ali has rapidly developed entertainment and digital media businesses through acquisitions. With the help of its own e-commerce platform and consumer sales channels, it can achieve online and offline sales, thereby gaining an increase in sales of Tmall Genie children's smart speakers.
Baidu: Xiaodu smart speakers launched by Baidu, the original children's mode, sound, content, and communication methods are designed for children. Behind the Xiaodu smart speaker is the DuerOS open platform, the first child mode, which specifically matches the sound effects of children, and can easily communicate with children. Moreover, although Xiaodu smart speakers have strong technology, Baidu itself does not have the advantage of e-commerce channels, so it chose to cooperate with JD.com to sell products on JD.com.
Xiaomi: Launched the Mi Rabbit Smart Story Machine, a story machine for children aged 0-6. All of Xiaomi's smart hardware products are sold in the e-commerce model. The inherent advantages of low cost and fewer sales links make Mi Rabbit The smart story machine has a certain success in sales.
Amazon: Amazon launched the smart speaker Echo Dot children's version, supports Alexa, has a series of functions designed for children's learning and entertainment, and parental control functions (set use time settings, prevent Alexa from accessing third-party apps, etc.) better Reduce parents’ worries. Earlier, Amazon launched its first smart speaker and received a lot of praise. With the number one shipment before, coupled with the trust of users, children's smart speakers can gain a foothold in the market.
Himalaya: Xiaoya mini children's smart speaker is designed for children aged 0-14, providing voice interaction function. Himalaya itself is a platform for audio content, providing nearly 100 million audio content in 328 categories covering music, stories, English, encyclopedia, history, science, etc., based on the advantages of online text resources and content reserves. This is an era of payment for content, and Himalaya is relying on this to make money through children's smart speakers.
to sum up:
With the development of smart speakers, companies have focused their attention on the children's market.
On the one hand, the increase in shipments of smart speakers is to promote the development of children's smart speakers, allowing companies to see the potential of the children's smart speaker market; on the other hand, the demand for monetization from content copyright owners is also driving this market forward.
But at the same time there are many shortcomings: there are too few related applications to meet the needs of the market, resulting in the slow development of the children’s market; the lack of peripheral IOT smart toy hardware, and no corresponding children’s IOT toys, will not be attractive to children .
Although there are still many shortcomings that need to be addressed, there are still optimistic prospects, and we will wait and see.
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