Shulou(Shulou.com)11/24 Report--

CTOnews.com news on December 22, according to RUNTO's "China Smart Speaker Retail Market monthly tracking (China Smart Speakers Retail Market Monthly Tracker)" report, the sales volume of China's smart speakers market in November 2022 was 2.31 million units, down 35.6% from the same period last year, up 9.8% from the previous month; market sales were 650 million yuan, down 36.4% from the same period last year, up 8.2% from the previous year.

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2021-2022 China's smart speaker market by monthly sales, unit: ten thousand brands: half-price promotion led to the increase of TOP4 concentration

Data show that Baidu, Xiaomi, Tmall Elf and Huawei's TOP4 market share reached 95.7% in November 2022, up 0.5% from the same period last year and last month. While the leading manufacturers carry out limited half-price activities to promote the continuous growth of sales compared with the previous month, the advantage is also further closer to it, and the market concentration has been improved.

In November 2022, the share of major manufacturers of intelligent speakers in China, in units:% Baidu, has a market share of 35%. With the good performance of the operator channel, offline sales have increased synchronously compared with the previous month. At the same time, Baidu continues to rank first in the screen speaker market, with 22 models for sale and 7 internal TOP10 models for screen speakers.

Xiaomi's share reached 30 per cent, with 17 models on sale, with screen speakers performing well, with its share of the market segment rising to 40 per cent, up 13 percentage points from last month.

Tmall elf market share reached 28%, 22 models on sale, the main model for the 100-yuan range of IN sugar and cube sugar series; CC10 series price reduction of more than 10%, sales increased significantly month-on-month.

Huawei's share remains at 3%, with 12 models on sale, and more than 60% of the Sound series. Sound SE offers a limited discount of 250 yuan, making it the best-selling model in the brand.

Products: the best-selling model TOP10 has no new products in 2022

According to online data from RUNTO, screen speakers accounted for 21.1% of sales in November, down 1.4% from the same period last year and 0.2% from the previous month.

The proportion of monthly screen speaker sales, unit:% of the screen large size process slows down, the average size is about 7.3 inches. Structurally, 8 inches is still the mainstream size, with a share of 35.2 percent, an increase of 3.4 percentage points over the same period last year and a decrease of 1.2 percentage points over the previous month. The share of products with 10 inches and above reached 18.2 percent, an increase of 4.9 percentage points over the same period last year, basically the same as last month.

CTOnews.com learned that in terms of the best-selling models in the overall market, three of the TOP10 models this month are screen speakers and seven are non-screen speakers; 10 products will be on the market before 2022, and even six will be launched in 2019.

In December, although there is the support of double 12 activities, it has not caused great waves. The sudden change of epidemic prevention policy has greatly affected the daily activities and emotions of enterprises, such as production, transportation, people's travel and consumption, which is expected to last until the beginning of next year.

The analysis said that the relaxation of epidemic prevention and control will give a boost to consumption, but the positive impact will not be seen until next year or even the second quarter at the earliest. Crucially, the unit price of smart speakers is not high, so the stimulus for this category may be relatively limited. If the intelligent speaker market wants to get more market increment, it still needs to be considered around product innovation, scene expansion, business model and so on.

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