Baidu ’s newly launched “Small Smart Speaker†uses low prices to pry users into the home entrance
It is the same as the routine of most hardware product launches. On May 11th, Baidu's latest "Small Smart Speaker" reached the stage of announcing the final price. The newly appointed general manager of Baidu Smart Life Business Group (SLG) Jing Kun, together with well-known host Cai Kangyong, announced "249 The selling price of "Yuan" is urgent, the screen shows the early adopter price of "89 Yuan", and the audience exclaimed.
"It's just 10 yuan cheaper than the" Tmall Elf "on Double Eleven last year!" Some audience reacted.
After the price was announced, Jing Kun and Cai Kangyong said half-jokingly: "The market competition is really too fierce." In the interview after the meeting, Jing Kun also said again that the subsidy of 89 yuan is very powerful, but for the user, Will persevere until you can't.
In terms of hardware parameters, the Xiaodu speaker is equipped with an ARM Cortex A53 quad-core processor, which has low power consumption and high integration features. It can wake up within 5 days by voice wake-up. The three major quality factors of sound field and wake-up all surpass other speakers of the same price.
From Baidu's first smart speaker Raven H at the end of 2017, to the screen speaker "Xiaodu at home" released at home by Xiaoyu in March this year, and then to this "Xiaodu speaker" three months later, Baidu Department The price of the speakers has been lowering all the way: raven H is priced at 1699 yuan, Xiaodu is 599 yuan at home, and Xiaodu speakers are currently 89 yuan.
It can be said that leveraging users at low prices to cut into the family entrance has become the key to Baidu's AI layout today.
"Abandon" raven H "throw" small degree
The price war is not Baidu's initial strategy for entering AI speakers.
In February 2017, Baidu announced a wholly-owned acquisition of Raven Technology. The company's founder Lu Cheng joined Baidu as the general manager of Baidu's smart home hardware. Ten months later, the team of Lu Cheng launched the raven H speaker, priced at 1699 yuan. At the CES conference in Las Vegas that year, raven H was recognized as one of the best speakers at CES by foreign media such as The Wall Street Journal, The Verge, and Wired.
For Lu Cheng, who admires Jobs, his research and development goal for the speaker is to make an epoch-making product. To this end, Raven hired Swedish design company Teenage Engineering to be responsible for the design and function of the speaker. At the same time, it cooperated with the famous speaker manufacturer Tymphany to choose glass carbon material for the appearance material instead of the common post-painting colors, so it will not paint off. .
Raven H, founder of Raven and his team, Raven H, priced at 1699 yuan.
Lu Cheng's stringent requirements for quality also keep the cost of raven H high. According to the American technology media The InformaTIon, Lu Cheng ’s insistence on innovative applications such as glassy carbon materials and independent LED touch screens has intensified the break-in between the Raven and the manufacturer, which undoubtedly slowed down the production speed.
At the same time, the domestic speaker market is staged a "Great Leap Forward" -like harvesting situation. Tmall Genie, which was launched almost at the same time as raven H, even sold a promotional price of 99 yuan during the Double Eleven, while Tencent (Tencent) (Listen), Xiaomi, Cheetah (Small Leopard AI Speaker), Himalayan (Small Ya Speaker) and other giants entered the market one after another, and the prices are all around 500 yuan.
For Baidu, the window period to occupy the smart speaker market is not long. At present, the growth rate of the domestic smart speaker market is not inferior to that of the United States. According to the 2018 Q1 global smart speaker shipment report released by market analysis agency Canalys, China has become the world's second largest smart speaker consumer market after the United States, with the overall market size of Q1 reaching 1.8 million units, with a growth rate of 5370%.
On the one hand is the fiercely competitive domestic AI speaker market, and on the other is the slow work of raven H. This asymmetry in product progress and competitive pressure has led Baidu executives to gradually tighten their investment in raven H and turn to support their investments Another company, "Xiaoyu at Home", and the screen speaker "Xiaodu at Home" jointly launched with Baidu were launched in March of this year at a price of 599 yuan.
It is foreseeable that in the future, the Baidu speaker strategy will form a dual-brand pattern of "Xiaodu at home" + "Xiaodu speakers", and cover the market as soon as possible with two price systems of 599 yuan and 89 yuan to increase the share of Baidu DuerOS and The amount of data collected.
According to Jing Kun, as of the end of May this year, the number of DuerOS devices activated has exceeded 87 million, and the monthly active devices have exceeded 21 million, and the floor equipment has included speakers, mobile phones, watches, automobiles and other types of mobile terminals.
Differentiated break
In the second half of the conference, Jing Kun specifically mentioned a unique scene created by Xiaodu speakers-"children's mode".
After turning on the child mode, the sound, content and communication method of the Xiaodu speaker will be modified. For example, in the normal mode, the Xiaodu speaker asks "What to do if you don't brush your teeth", and Xiaodu will broadcast a piece of dental care knowledge; while in the child mode, Xiaodu will reply with a later synthesized child tone: "If you don't brush your teeth, Your baby ’s teeth will grow cavities. "
"More than 20% of smart speakers are children." Jing Kun said.
In order to ensure that children's voice interaction is "safe" when using smart speakers, Xiaodu speakers adopted the solution of the domestic AI semantic company "Triangle Beast" to reduce the defective rate of machine dialogue to 0.6 per 10,000, which means that the machine and child dialogue Of the 20,000 sentences, only 1.2 sentences are topics that are inappropriate for children, such as "love".
This functional coverage of user segmentation will gradually become the direction of Baidu's strategy of advancing speakers. At present, the 99 yuan Xiaodu speaker will become Baidu's main product for personal and family scenarios; while the slightly higher price Xiaodu at home will rely on the double interaction of "voice + video" to cover such as parent-child video calls, real-time monitoring More scenes.
As Baidu's first speaker with a screen, Xiaodu's function at home is more focused on home communication interconnection scenarios.
According to an internal employee of Xiaoyu at home invested by Baidu, Xiaoyu has gradually discontinued the production of screen speakers in the past at home, and will hand over all of this business to Baidu in the future.
"Xiaoyu is further developing high-end subdivision products for families, children and other scenes at home." The above-mentioned person told Titanium Media.
From this point of view, Xiaodu speakers, Xiaodu at home, raven H, and the unexposed Xiaoyu products, Baidu speakers will have at least four products in succession, which requires Baidu's price range for different products There are more clear divisions for crowds and coverage scenes.
In the context of exponential growth of domestic AI speakers, speakers that can meet different subdivision scenarios will become the key to driving users to pay. Whether it is a Himalayan “XiaYa†speaker backed by original content IP, or a Xiaomi AI speaker interconnected with devices on its own ecological chain, seeking technical breakthroughs in subdivided scenarios, or combining software and hardware with its own resources, is bound to be Will become the next goal for giants to compete for family entrance.
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