The annual Chinese version of CES (CES Aisa, Asian Consumer Electronics Show) has recently kicked off. This is the fourth year that CES has entered China. We have also come to the exhibition site as a special media to unveil this year's consumption for you Highlights and changes in the electronics field. After we ran non-stop around the 5 major exhibition halls of CES Aisa, really, there was a trace of regret. After all, a variety of novel and interesting products emerge in an endless stream at the 2018 CES of the United States, and the "hand-to-hand combat" between Google and Amazon around the voice ecology is also very exciting. However, these hot spots have not been staged among domestic players or Internet giants, and there have not been too many new product releases, and the entire exhibition appears to be "a group of peace." Of course, the absence of hot spots does not mean that there are no highlights. The more important significance is that at CES Aisa, we can more clearly feel the trends and changes of the entire consumer electronics industry this year. After visiting CES Aisa in one day, my biggest feeling is that the rapid development of smart speakers in the past two years has promoted the rapid implementation of voice interaction, which in turn drove the vigorous development of the entire industry chain. At the exhibition, it was a blowout of the intelligent voice industry, and acoustics became a manifestation. ! Specifically, on the one hand, there is a big explosion of smart speaker products, but on the other hand, Bluetooth audio and earphone products are still popular. It seems that they are declaring "sovereignty" for smart products; while smart products are hot, whether it is smart speakers or other smart products. Hardware is extremely popular in the children's market; at the same time, players in the entire voice industry chain have moved from behind the scenes to the front desk, competing for "honor and applause"... Smart speakers present four major trends For this year’s CES Aisa, the emergence of a large number of smart speakers was unexpected. Zhizhi met Ali, Xiaomi, JD, Baidu, Tencent, Lenovo, Suning, Xiaoniao Speaker, Harman, Ask, Ruoqi, Smart speakers from various manufacturers such as DOSS, and almost all well-known speaker brands on the scene showed their faces. But what is interesting is the display of smart speaker brands by third-party channel vendors such as Suning.com and Digital China. For example, the booth of Digital China showed Tencent’s listening smart speakers. This shows a signal that channel vendors and offline malls have also begun to display smart speaker brands. Smart speaker products are incorporated into their own channels and actively embrace intelligence. This also promotes the expansion of smart products. We found that despite the fierce price war among Internet giants on smart speakers this year, the development of smart speakers still presents several directions of differentiation, which mainly stems from the overall category layout and differentiated layout of smart speaker brands. Among the twenty or thirty speakers of more than a dozen smart speaker brands, there are 4 characteristics: entry-level mini products, popular products, high-end products, and children's products. Through these trends, the “routines†learned by smart speaker manufacturers from Amazon Echo seem to be first to create a mass product, which can be called a standard product at an affordable price; later, in order to open up the market, it will launch a mini speaker in real time. . This year is the most fierce domestic smart speaker price war. Alibaba, Xiaomi, Dingdong, Baidu, etc. have all launched mini versions of smart speakers to fight price wars. What is interesting is that at the Lenovo booth, Zhizhi found that Lenovo had also quietly exhibited two mini version smart speakers, which should be new products launched this year, one of which is a children's speaker. Speaking of children's speakers, it seems to be another node in the development of smart speakers. Jing Kun, general manager of Baidu's smart life business group, shared that the child user group accounts for 20% of smart speaker users. Perhaps because of this, it has become a trend to either add more children's content in the product evolution, or create a children's speaker. In addition to the above Lenovo, Ali and Go Ask also exhibited the children's speakers released not long ago. This behavior is also joked by the industry as "voice interaction should start from the doll". At the same time, high-end smart speakers have also begun to appear gradually, represented by the Bird Speaker and Harman, and the product prices are basically more than two thousand yuan. The live bird speaker showed the smart speaker that was just released in June. Its wake-up word is "Little Bird Little Bird". When it wakes up, it responds to a bird call, which is quite differentiated. The small bird speaker is larger and heavier, and has a battery inside, which focuses on sound quality and portability. Its employees introduced to Zhixi that this little bird speaker was built last year and has just been launched recently. The biggest difference in its structural design is that the six wheat ring array is located at the bottom of the speaker. At the same time as the explosion of smart speakers, Ali took further action today. Qian Xue, the head of Ali’s artificial intelligence laboratory, announced the establishment of the "Tmall Elf AI Alliance" and launched a US$1 Bluetooth communication module across the country. The first 10 million modules installed in connected products are free. This move represents that while Ali is subsidizing smart speakers at low prices, it has also begun to subsidize the smart home ecology. Ali's ambitions on the smart home platform have also been further exposed. Bluetooth products are still popular If you use hot to describe smart speakers, it seems that Bluetooth products represented by Bluetooth speakers and Bluetooth headsets are the mainstream of this year's CES Aisa. They still account for most of the voice product display, and seem to be isolating smart speakers. Dialogue, "sworn sovereignty." Mosound is an audio manufacturer in the United States, exhibiting a variety of Bluetooth headsets and portable Bluetooth speakers. Through communication with its staff, we found that Mosound is cooperating with Amazon to build some smart products in North America, but it has not yet built smart products in China. Another music canvas company established for about two years, exhibited a paper Portable Bluetooth Speaker with youthful and brilliant colors. The staff said, "We did not make smart speakers, and the current smart products are too silly. We can add them when the experience is really good." Another North American brand, Nuforce, mainly makes Bluetooth headsets. When Zhizhi asked if there is a plan to make smart headsets, its employees said, "Currently, it only does Bluetooth, not smart", and it pursues sound quality and experience. He also said that headsets that support voice assistants are at best semi-smart, not really smart. It can be felt that many audio manufacturers are still insisting on making Bluetooth products, and there are even some start-up companies starting their businesses around. The fire of intelligence seems to be far away from them. However, through the observation of Bluetooth Speaker products at the exhibition, we found that portability, the pursuit of sound quality experience, personality and fashion are more obvious trends, and we are looking for differentiation in the mature market of Bluetooth speakers. Compared with bluetooth speakers, bluetooth headsets are more popular, and the current trend of wireless upgrade of bluetooth headsets has been strongly released. Through observation, we found that Bluetooth headsets present the characteristics of a hundred flowers blooming. Wireless sports headsets, active noise reduction headsets, true wireless headsets (noise reduction beans), bone conduction headsets, and e-sports headsets are all "popular." Smart things feel that on the one hand, intelligence is rapidly pouring into various products, but at the same time, the changes in intelligence in each industry are not as fast as we imagined. Many brands still pay more attention to creativity, sound quality, and experience. The focus on experience is better than intelligence. The industrial chain moves to the foreground With the popularity of smart speakers, voice interaction products have been launched. This has also led to the fact that smart voice industry chain players are no longer "willing to be lonely", and move from behind the scenes to the front desk, showcasing their muscles and wrists to seek more development. This wave of players includes Chip vendors, solution vendors, voice technology vendors, parts vendors, etc. Among the chip manufacturers, Allwinner Technology is the most active and has a large booth to showcase its chip solutions and partner products in the fields of smart home, car networking, tablet, VR, and set-top boxes. There are more than a dozen products such as smart speakers, smart set-top boxes (voice interaction), and children's story machines, including the more well-known Xiaodujia, Tencent Listening, Xiaomi mini speakers, and Dingdong speakers. Undoubtedly, whether it is voice interaction, the Internet of Things, or the Internet of Vehicles, it is an opportunity for traditional chip manufacturers to transform and upgrade. The most active solution provider is the Harman Embedded Division. Last year, they demonstrated a microphone array technology. This year, Harman demonstrated its full set of far-field pickup solutions and speakers. Harman employees revealed that in addition to Microsoft, Samsung is currently using Harman's technology to build a smart speaker, and it has not yet launched it. Also participating in this exhibition is the voice technology manufacturer Haizhi Intelligent, which mainly relies on knowledge graphs and semantic understanding to build voice skills. Haizhi Intelligent CEO Xie Dianxia told Zhishi last year that his goal is to create a skills store in the era of voice interaction. The exhibition focuses on promoting its skills open platform to help developers quickly realize skills development. In terms of Bluetooth headsets, there are also many solution providers and parts vendors who are actively emerging in everyone's field of vision. For example, a company called Huiting Acoustics mainly provides noise reduction solutions for earphones. SONION (Danish Sound Speaker) is a well-known earphone moving iron unit, which is also actively exhibiting its moving iron unit in CES Aisa. The above several examples can be regarded as a microcosm of the intelligent voice industry chain. As the industry prospects improve, players from all links of the industry chain have stepped onto the stage, stepped out of the background, and showcased their products and technologies to the industry and consumers. Seek greater exposure and cooperation opportunities. Children's market is sought after In the above discussion of the children's speaker market, it can be regarded as a further layout made by smart speaker manufacturers to deepen their understanding of the market and users. However, the children's market itself is sought after by smart products. The most experienced at this exhibition are several sub-categories such as children's story machines, children's robots, and children's watches, especially the emergence of a large number of children's robots. Here is a brief distinction between children's story machines and robots to facilitate understanding. Children's story machines focus more on the content of the machine itself, while children's robots emphasize interactivity, including the interaction between children and the machine, and the interaction with parents. The market for children's story machines has existed before the rise of intelligent voice, but with the relative maturity of voice interaction technology, the threshold of this market is lower and the industry chain is also very mature, leading to a large number of story machines entering the market. There are still a large number of children's story machines on display at CES Aisa. In the Ali showroom, we also saw some children's story machines of partners equipped with the Tmall wizard voice assistant. Children’s robots have also flooded into various booths. Bell Yoobao, Fluorite Children’s Robots, Sharp Xiaole Robots, and iFLYTEK’s Alpha Egg are all representatives, including children’s speakers. Among them, Bell U-Ball has just launched a children's robot, and its staff introduced, "This product has just been launched last month. It adopts Yunzhisheng's solution and has sold tens of thousands of units." We observed that this yellow and blue product looks exactly like a little yellow man, and the black "eyes" are an LED screen. The interesting thing is that it also adds WeChat voice interaction. Look at this fluorite to show the new children's robot "Yingbao". The blue bear has a cute appearance. It can perform intelligent voice, encyclopedia question and answer, remote video, and story machine functions. Children's watches are also another product aimed at the children's market. Sogou showed sugar cat watches and kido also showed its newly launched children's watches. In terms of function, kido has joined the video call, mainly in addition to the watch function, to establish the connection between the child and the parent. Through the observation of the children’s smart hardware market, taking children’s robots as an example, Zhizhi found that the toy market has become an important scenario for the implementation of smart hardware. However, the current homogenization of the children’s robot market is also serious, with roughly the same basic functions and uneven content. Qi, it is difficult to really play a "accompaniment" role. Smart home offline is the highlight In terms of smart homes, not much progress was seen at this CES Aisa. After all, home appliance manufacturers have collectively "frenzy" for the AWE in March this year. In addition, the core of smart home is to build a complete set of smart home platforms and standards. This matter is destined to be built by a few giant companies, and how to open up the intercommunication between standards and expand the ecology will not be achieved overnight. But Zhishi observes that offline voice devices are becoming a trend, and the typical representative is smart lights. In addition, Apple's HomeKit smart home products have also become a highlight of this exhibition. In the start-up exhibition area, a company called Light Life showed its smart lights to Zhidong. The staff said that they started to make offline voice products in 2015. The typical ones are smart lights. The voice control is done locally, with only two commands: "turn on the light" and turn off the light. It can be seen that compared to the method of built-in voice assistants of Internet giants, Light Life has chosen a more practical route, and it is not limited by various platforms, but the price needs more than 200 yuan, which is more expensive than ordinary desk lamps, after all, it has an extra microphone array. He also revealed that 100,000 units were sold at home and abroad in the past year. At the Fengtang IoT booth, we also saw some similar offline voice products. Compared with WiFi products controlled by the main control device, offline voice products can realize local voice control, and do not need to be connected to the main control product to complete the work independently. Nowadays, there are many smart home standards. Good choice. Another highlight is the centralized display of HomeKit products, and the promoter is not Apple itself, but its domestic channels and system integrators. Founder Zhijia is a team under the Founder Credit Industry Group. Its main task is the distribution and system integration of Apple's smart home products. In the exhibition, Founder Zhijia displayed smart home products from more than 20 partners, including smart door locks, Switches, waits, air detectors, etc., and an Apple HomePod smart speaker was also placed on site. Another DK-AI (Diankai Intelligence) also displayed products based on Apple HomeKit home automation, which can provide customized services to real estate developers. The progress of Apple HomeKit in smart homes has been relatively slow. Since Apple TV and HomePod have not entered the Chinese market, the progress of HomeKit in the country is even more limited. This time, channel vendors and system integrators have pushed the HomeKit platform to the forefront. As domestic smart homes continue to become popular, they may also want to use Apple's brand to integrate the upstream and downstream of the industry chain to open up more markets. In addition, Zhishi also learned from the Shenzhen industrial chain that among the export-oriented smart home products, many Shenzhen companies that build smart products around Amazon Alexa and Google Assistant also want to enter the Apple ecosystem under the current situation of fierce competition in the industry. Whether you can get in is something later. It can be seen that whether it is a breakthrough under the fierce competition of smart home products, or the promotion of the power of channel vendors and system integrators, the power of Apple HomeKit has begun to develop gradually in China, and the follow-up progress is worth looking forward to. Conclusion: The smart voice industry blows out! In addition to smart speakers, Bluetooth products, children's smart hardware, and smart homes, translators are also becoming a new hot spot. Zhishi observed that the Zhuner translator at this exhibition launched a new product "Zuner Go", and iFLYTEK and Sogou also exhibited their recently released translator products. In the application of AI, the segment of the translator market has gradually become popular. All of the above trends and highlights are the performance of the smart voice industry blowout, which is also in line with the current development status of the industry. In retrospect, in Zhishi's view, this phenomenon is closely related to the rapid development of smart speakers. With the rapid development of smart speakers, its greatest significance and value are far from being reflected in market sales, but with smart speakers, AI has truly begun to land, and the industry chain has truly begun to upgrade. Behind the maturity of smart speakers is the maturity and vigorous development of the entire smart voice industry, which really promotes the evolution of voice into a human-computer interaction interface. Outdoor Bluetooth Mini Speaker
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