Shulou(Shulou.com)06/02 Report--

We have experienced a lot of things in 2020, and these experiences are profoundly affecting many technology markets, and even the underlying laws of the AI industry.

For example, the anti-epidemic presence of AI in the epidemic makes this technology a social star; more leisure time at home makes us more interested in thinking about hardware and products; thinking about our family makes us need remote video calls more; and spending time with our children makes us more concerned about intelligent companionship and intelligent education in childhood. And these requirements point in the same direction, that is, the role of conversational AI hardware in the home.

Under a series of influences, users' psychological acceptance and market expectations of smart hardware are reaching a new cycle. With the change of supply chain of a series of AI products, we can see that the smart hardware cycle of super-adhesive features is opening. In this cycle, the supply and demand characteristics of intelligent hardware are undergoing profound changes, while the penetration of the market shows an accelerated state. In April, some domestic smart speaker head manufacturers accelerated the presentation of this feature, typical of which is the AI shopping festival mode that Xiao du took the lead in the industry. What this model points to is that AI hardware has entered a new business cycle and established links with the consumer market through new ways of playing with Pratt-Whitney solutions.

By analyzing the nature of Xiaodu in the AI shopping festival, we can clearly feel that there are three major changes in the supply and demand system in the smart hardware super-bonding cycle. From the change logic of products, market acceptance and business form, Xiaodu is becoming the first "AI peddler" in the industry.

Container has changed: redefinition of AI products opened by smart screen

The most obvious symbol of industrial change in the AI Shopping Festival is that the small smart screen series has been widely recognized and supported. The logical change behind this is that the product innovation of smart screen is fully docked with the broad needs of users in the new cycle of intelligent hardware. Whether it is remote video needs or family education, companionship, content requirements, all need the form of intelligent hardware devices with a screen as the basis.

From the introduction of screen speakers to the upgrade of smart screens, the new product model makes Xiaodu Assistant the fastest growing smart hardware system in the world. The reason behind this is that the mode of screen plus intelligent voice interaction brings a lot of practical value to users, which can not be covered by previous smartphone, tablet and smart speaker systems. For example, in the newly launched small smart screen Air, we can see that a series of product capabilities are deeply consistent with the needs of users.

For example, Xiaodu Air's 5-minute customized voice ability allows parents to quickly synthesize their own voice, then tell stories to their children and accompany them to sleep. During the period of returning to work, parents need to start work, but kindergartens and primary schools do not open, which can be said to fill the key needs. In addition, the children's mode of small Air can not only filter the content healthily, but also set up learning before playing, viewing time, viewing distance, parents' face unlocking, etc., which fully protect the learning health of children.

In the days of home isolation as much as possible, remote video has become the only way for many children to exchange greetings with their parents. And small Air can easily complete the connection by voice, so that the elderly and children can easily learn to use, and keep in touch with their families anytime and anywhere. Its unique care mode for children and pets, after intelligent identification of children or pets, can send a variety of conditions to the mobile phone at any time, giving intelligent protection to life.

In addition, Xiaodu Air can also use intelligent voice to control the whole house appliances. Xiaodu assistant supports more than 110 million smart devices and 180 million smart screen televisions, and can be used for voice remote control of 400 + household appliances. At the same time, Xiaodu Assistant also integrates a large amount of content, accesses many high-quality platforms such as iqiyi, Tencent and good-looking video, and has more than 3600 skills, allowing users to enjoy a rich AI ecology. This series of core functions, coupled with the rapidly evolving capability trajectory of conversational AI technology itself, as well as the prosperity of skills and content ecology, small smart screens redefine the value boundaries of AI products.

This is the clearest phenomenal change that has taken place on the AI hardware supply side in recent years, making AI hardware a brand new container for home core requirements. The newly released smart screen Air and other products accelerate market penetration with a cost-effective model, and provide accelerated momentum for the overall change of the smart hardware business cycle.

Acceptance iteration: the heart with AI has also matured

On another track, Chinese people's acceptance of AI hardware and conversational AI interaction mode is becoming more and more mature. The expectation, evaluation and purchase desire of the product in the market have relatively entered a mature and stable stage. AI is completing the transformation from curiosity-hunting products to family intelligence center in this cycle. The practicability, technical capability differences and ecological prosperity of intelligent hardware have built a complete user evaluation system.

In this clue, Xiaodu is constantly upgrading to "national intelligent hardware". For example, during the Spring Festival in 2019, Xiaodu made more people familiar with the red envelopes of the CCTV Spring Festival Gala; Xiaodu brand sponsored "yearning Life", which made Xiaodu's functions and ways of use widely spread. With the continuous increase in shipments of small smart screens, small products have also become a new favorite in the market areas such as science and technology year goods, online lottery, corporate awards and so on.

According to the Strategy Analytics industry report, Amazon and Google showed a declining market share in 2019 compared with 2018. On the other hand, Chinese smart hardware manufacturers, represented by Xiaodu, bucked the trend in 2019. Among them, Xiaodu shipped 19 million units in 2019, which won the first place in the country with absolute advantage. According to the market data report released by Canalys, global shipments of smart speakers increased by 60% in 2019, leading the world with an astonishing growth of 384%.

In 2020, the epidemic led to a more open and inclusive acceptance of technology products, and began to generally re-examine their relationship with smart technology. Under this background, the popularization of small products has been accelerated, and then we can see the official arrival of the first AI shopping festival in the industry.

The arrival of Shopping Festival: a centralized Breakthrough of AI Market Penetration

In April, under the two tracks of product iteration and the surge in user recognition, Xiao du's choice is to further increase business pressure and further push smart hardware into the inclusive cycle. So we saw the AI-themed hardware shopping festival in the industry.

The essence of AI Shopping Festival can be understood as a small degree of confidence in the value of their own products, integrated with the psychological characteristics of the user acceptance cycle. When the expanded smart container encounters an iterative user's heart, a super-bonding cycle of personal, family, educational needs and AI technology is coming. This cycle requires a more efficient and persuasive igniter.

In the shopping festival, Xiaodu has adopted a commercial access approach that is very persuasive and close to the needs of market popularization. For example, open the amazing "trade-in", open a new product listing 0 yuan for the first time in the purchase industry. This is the first large-scale trade-in in the domestic smart hardware industry, and the zero cost of the old speaker is upgraded to a smart screen, helping stock users to enter the product upgrade dividend brought by a small smart screen and truly appreciate the charm of intelligent life brought by AI technology. The trade-in activity has effectively activated the stock market of smart speakers, made use of the bonus window period of no screen upgrade and screen, innovated the ecology of household electronic consumer goods, and accelerated the opening of the national smart screen cycle.

On the other hand, during the AI Shopping Festival, Xiaodu also launched a free trial of new smart screen Air products. Families who have passed the qualification and successfully submitted their orders can have a free trial for 30 days. It can be seen that Xiao du has a high degree of confidence in smart screen products and dares to challenge the free trial. This allows users not only to realize the value of intelligence without any burden, but also to enhance their trust in the overall brand of Xiaodu Assistant.

In addition, the "small AI Shopping Festival" also has a variety of online and offline multi-platform promotion, as well as promotional games. Users can participate in all channels online and offline outside Xiaodu Mall, JD.com, Tmall, SUNING, Gome and so on. In the small AI shopping festival, users can also find smart hardware such as small intelligent light bulbs, small smart buttons, small intelligent infrared remote control, as well as other household appliance brands, bringing a veritable national AI carnival.

Trade-in, free trial of the two commercial breakthrough model, with new products on the market, online and offline multi-platform to promote the formation of an unprecedented scale of activity lineup, so that AI really move towards the "high demand, high supply, high efficiency" volume mode. Seizing the key strategic opportunity of intelligent hardware from the camp of science and technology enthusiasts to the popularization of the whole people, the consumption structure of intelligent hardware has been greatly upgraded.

This model must be understood in the context of the generalized intelligent hardware market. The supply of new technology products meets new user needs and expectations. AI Shopping Festival is only a link in the strategic starter, marking the prelude to the era of AI nationalization.

Intelligent speaker head manufacturers have product and technical capabilities, the market has brewed sufficient demand for intelligent hardware, the two may need a sufficient strength to "ignite". AI Shopping Festival is such a fire.

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