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

CTOnews.com January 30 news, According to RUNTO "China Smart slightly Retail Market Monthly Tracker" report, In 2022, China smart speaker market sales for 26.31 million units, Year-on-year decline of 28%; Market sales of 7.53 billion yuan, Year-on-year decline of 25%.

The smart slightly has completed the first round of user popularity after three years of rapid rush and two years of epidemic adjustment, according to the study. In 2022, under the long-term worry and prediction of practitioners, it finally fell from "peak of excessive expectations" to trough period.

From 2017 to 2022, the sales volume of intelligent slightly market in China will change. Unit: ten thousand units Competition: low market activity, high concentration, reduced players. Most of the real intelligent speaker is done by large companies, and the share is naturally controlled by a few large companies. Since 2019, the total share of TOP 3 brands in the Chinese market has remained above 90%.

CTOnews.com learned that the data shows that Baidu, Xiaomi, Tmall Elf and Huawei ranked in the top four in China's smart slightly market in 2022, with a total share of 96.5%, up 0.8 percentage points from last year.

In 2022, the share of main manufacturers of intelligent slightly in China, unit: % breakdown, no brand sales volume exceeded ten million in this year, and TOP4 showed a sharp decline of more than 20%.

Baidu ranks first with 35% market share. In terms of sales channels, Baidu strengthens offline layout and ensures stable traffic for it through good cooperation with operators; in terms of products, Baidu's newly listed 5 products are all smart screens, and launched subdivided scenarios such as parenting version and health version on key products to customize functions for different groups of people.

Millet (including red rice) ranked second with a share of 31%. In terms of sales channels, its Jingdong platform and offline stores contributed greatly; in terms of products, under the intelligent strategy of the whole house, Xiaomi released two family screen products equipped with MIUI Home intelligent home central control system, which brought certain increment with the enhancement of smart home attributes of products.

Tmall's share was 27%, with the largest decline in sales among TOP4 brands. Tmall Elf's internal positioning has been downgraded from a sharp knife product to one of the components of Alibaba's intelligent interconnection business, and its strategic focus has also shifted from selling hardware products to opening ecological services. In terms of products, Tmall launched five new products in that year, including a cheap product, two high-quality slightly and two screen speaker, but the products below 100 yuan are still the main force.

Huawei ranked fourth with a share of 4%. Huawei continues to implement the high-end sound quality product route, releasing two new Sound series products, ranking second in the middle and high-end market of more than 600 yuan. However, the long-term low market share in the overall market and the high cost behind it are still the difficult propositions Huawei will face next.

While determining their market position, the four giants have also established higher industry barriers. The number of new entrants to the smart slightly market continues to decrease, and even companies continue to withdraw. The report shows that the number of smart slightly brands sold in China has decreased from 43 in 2020 to 27 in 2022.

Product: Screen to slightly necessity myth online data shows that screen speaker market share in 2022 is 22.3%, down 1.1 percentage points from last year.

Change of screen penetration rate in China's smart slightly market from 2018 to 2022, unit: % screen penetration rate in smart speaker market fluctuates between 20%-25% for a long time from 2020. To some extent, this also reflects the myth that screens are necessary for slightly. From the product form, the screen slightly is not only like a small smart TV, but also like a tablet computer, which seems to have powerful comprehensive ability; From the product experience, the display effect and information amount of the mainstream intelligent speaker with screen are far less than that of TV, and it cannot be compared with tablet computer in software ecology; From the use scene, with the development of online teaching after the epidemic situation, mainstream manufacturers have tried to explore educational screens, but also quickly fell into stagnation due to the rise of learning tablets and all-in-one learning machines.

In 2022,8-inch is still the mainstream size in the market, accounting for 35.0% of screen slightly, but down 1.7 percentage points from last year; the share of products 10 inches and above reaches 17.9%, up 3.6 percentage points from last year.

The annual average size is 7.4 inches. Towards the end of the year, the market began to see the possibility of a larger size orientation. In November, Baidu released a 15.6-inch free screen. In December, Tmall launched a lyric slightly with a 21.5-inch screen.

Product: High sound quality is the deterministic growth point. Intelligent slightly finally begins to show the trend of returning to the attribute of "speaker." High sound quality has become a new growth point in the market in recent years. In addition to Harman Kardon, Marshall and other traditional slightly manufacturers, Huawei, Xiaomi, Tmall elves are all deployed. In 2022, the number of models on sale reached 25, and 6 of the new products of the year were high-quality slightly.

The entry of enterprises and the increase of listed products began to gradually drive up market share. Online data show that in 2022, sales of high-quality slightly accounted for 3.7%, up 1.5 percentage points from last year.

Change of high sound quality penetration rate in China's smart slightly market from 2020 to 2022, unit: % Prediction: Where is the future of smart speaker? The relaxation of epidemic prevention and control will boost consumption to some extent, but the positive impact will not be seen until next year or even the second quarter. Only the core point is that the customer unit price of intelligent slightly is not high, and the stimulation of consumption environment warming to this category may be relatively limited. More importantly, consumers are still not motivated to try and renew before disruptive product changes. Therefore, China's intelligent slightly industry is still facing greater development pressure.

There is good news. Matter 1.0 was released in November 2022. This international standard involving sockets, door locks, lighting, gateways, applications, etc. was officially launched. At present, hundreds of devices have been certified and are being certified, including Apple, Google and other industry giants. Smart devices from different manufacturers are trying to interconnect, and smart slightly may have first-mover advantage.

In terms of market scale, the report predicts that in 2023, the sales volume of smart slightly market in China will reach 27.15 million units, a slight increase of 3% compared with 2022.

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