The domestic smart speaker market is highly competitive. How can major companies create differentiated paths?

It can be said that smart home has always been a "dream" we are pursuing with unremitting efforts. Those crazy, subversive, and even incredible ideas, bit by bit, have pushed smart home to the current status quo.

As the most concerned area in the smart home market, the single product that attracts domestic and foreign giants' frequent layout is undoubtedly the single product-smart speakers. With the help of domestic and foreign giants step by step, smart speakers have become a recognized red sea in China. We can see from the comparison of domestic and foreign markets that there is a lot of room for competition in domestic smart speakers:

From a global perspective, in the first quarter of 2018, smart speakers increased by 200% year-on-year. In this growth rate, Google contributed the most. Google was the "number one player" in the smart speaker market last quarter and Amazon, which was once a smash hit. Relegated to second place.

Aiming at the red sea in this global market, Canalys, the world's top ten analysis organization, also recently released a report on global smart speaker shipments in the first quarter of this year. According to the report, the scale of China's smart voice market has increased sharply, reaching 1.8 million units, with a growth rate of 5370%, making it the second largest smart voice consumer market after the United States.

Back to the domestic smart speaker market, the amazing growth rate is an aspect that deserves attention. However, the current situation is that the domestic smart speaker competition has long been full of gunpowder, and the price has even dropped below 100 yuan, but the distance is truly recognized by users and even fanatical. The smart speaker market is still far away.

In the first half of 2017, no well-known manufacturers in the Chinese market entered the field of smart speakers, and people’s perception of smart speakers was in a blank state. As the smart speaker products of Alibaba and Xiaomi entered the market in the second half of 2017, the market showed Explosive growth.

However, compared with the Amazon Echo, which sold 30 million units last year, there has been no single product of smart speakers with sales of more than 10 million units in China. Similarly, in terms of home ownership of 30% of smart speakers in the United States, China’s smart speaker market is still very large. It can be judged that smart speakers are still on the eve of the outbreak. At present, we can only expect such a single product of smart speakers to appear. The carrier that leads the outbreak.

Giants have entered the game one after another, price wars are one after another, and new products are emerging one after another. This is the current situation of the smart speaker industry. In fact, the entire smart home industry is also going through such a critical period. New products are emerging one after another and the price war is intensifying. How can you find a path of differentiation?

In addition to its own excellent hardware capabilities, it seems that consumer products that land in the home must conform to the user's consumption habits and aesthetics. Smart home products are no exception, so many "design" awards have been established in the home furnishing industry. , Used to keep close to consumers' aesthetics and lead to a higher aesthetic height.

When the sense of technology and aesthetics are combined, the smart products that collide will be more in line with consumers' requirements for convenience, comfort and aesthetics in life. In order to cope with the new consumer groups that will continue to take over, this is a path that companies have to take.

Recently, ORVIBO and Harman Kardon (Harman/Kardon) formally announced a strong alliance. Smart home products under ORVIBO will be interconnected with ALLURE music amber smart speakers under Harman Kardon, and support natural voice control. Let the most "picky" music enthusiasts enjoy smart life from now on.

As one of the protagonists of this news, ORVIBO, a well-known domestic smart home manufacturer, has been focusing on the smart home industry for a long time. In addition to producing various smart single products and smart control systems, it is also committed to building a smart home ecological chain platform.

ORVIBO is also one of the advocates of technological aesthetics. It has won the German iF Design Gold Award many times and became the first Asian company to win the award in the architectural technology category. In addition, the company also won the German National Design Award, the American IDEA Design Award, and Japan Good Design Award and German Red Dot Award, becoming the first international design award grand slam company in the field of smart home.

Wang Xionghui, founder and CEO of ORVIBO, said: “The living environment is an important part of life. Changing the connection between people and the living environment will also change the world. ORVIBO hopes to give all people love with innovative technology, technology and aesthetics. Users who live, explore the joys of life, and pursue quality life create more efficient and convenient living experience, making life better."

The other party to this cooperation, Harman Kardon, was founded in 1953. It is the world’s leading premium audio and infotainment solution provider-the luxury fashion audio brand of Harman Group, focusing on home and car audio. Experience the impression. Since 2017, Harman and Microsoft have launched the Invoke smart speaker, and together with Tencent launched the ALLURE smart speaker, Harman Kardon’s smart home path has become clearer.

One is a world-renowned audio brand, and the other is a leader in perfect design. With so many smart home brands, why does Harman choose ORVIBO? The concepts and beliefs in technological quality brought to users by the two brands are undoubtedly the key to mutual cooperation and gaining trust.

With the consumption upgrade and the rise of the new middle class, mass users have begun to pursue higher-quality living experience, and the maturity of technology in the IoT era has brought users more convenient interaction, higher-quality living experience, and more efficient living experience. Space management method.

At the same time, most users will not purchase the entire whole-house smart home solution at once, but start with a low-cost single product or small-scene package. But once you start using it, users will choose more interconnected smart home products, or even whole-home systems. As an entry-level product for smart homes, smart speakers have also become the entry point for the cooperation between the two companies. The pursuit of technological aesthetics and quality has become an important point in the cooperation between the two.

We already know the fact that smart speakers, as a very symbolic smart item, are staged in the story of followers constantly surpassing the original, whether in foreign or domestic, just like Google and Amazon.

For ORVIBO, having a single smart home entrance is not the most ideal state. A diversified smart home entrance is an important capital for a competitive market position. Smart speakers are not only a smart assistant, but also smart homes and smart devices. This is also the focus of the current smart home competition. This is an important reason for the cooperation between ORVIBO and Harman Kardon.

For Harman Kardon, the cooperation with ORVIBO expands the application boundary of smart speakers, making scene applications more interesting; Harman Kardon is very similar to ORVIBO in terms of product style and corporate genes-do the best For quality things, we must ensure the quality and user experience. The concept of "technological aesthetics" that ORVIBO has always advocated hits the heart of Harman Kardon. Beauty is an important part of product usability. Only well-designed products are worth getting along with every day.

In addition, in terms of channel cooperation, HARMAN smart speakers will be stationed in ORVIBO offline channels, ORVIBO smart home products such as smart sockets, smart curtains, infrared transponders, etc. will also be stationed in Harman's related channels simultaneously. This kind of cooperation is more like a family ecology where the two parties are jointly carrying a smart single product and a control center combined with each other. When voice recognition is everywhere, mobile phones, TVs, remote controls, and speakers will all become carriers of information and services, enough Hardware products covering all scenarios and software applications that respond to each other are indispensable, and only those who master the ecology can stand out.

Going back to our story of "followers constantly surpassing the original creators", who will eventually become the winner in this era depends on who has the more endurance. The follow-up developments, we all look forward to.

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