IDC: China’s smart speaker market sales drop by 27% in the first half of 2022

According to IDC’s “China Smart Speaker Equipment Market Monthly Sales Tracking Report”, in the first half of 2022, China’s smart speaker market sales were 14.83 million units, down 27.1% year-on-year, and sales were 4.2 billion yuan, down 16.2% year-on-year. Affected by weak demand, the market sales of smart speakers are under pressure, but with the upgrade and iteration, the market operating conditions have gradually improved.

Smart speaker market with screen

In the first half of 2022, the market sales of smart speakers with screens was 5.89 million units, a year-on-year decrease of 24.3%, and the sales accounted for nearly 40%, reaching a record high. Among them, the operator channel, as the main sales channel of smart speakers with screen, showed strong channel resilience during the period of market downturn. Using the broad channel depth, combined with product iteration, it carried out sinking promotion to the deeper market. In the first half of 2022, the channel sales remained unchanged. With steady development, the share of channel sales increased significantly year-on-year. On the other hand, online and offline public retail channels were impacted by the decline in demand after the early adopter boom subsided, and the market share shrank significantly in the first half of the year.

Screenless smart speaker market

In the first half of 2022, the sales volume of the non-screen smart speaker market was 8.94 million units, a year-on-year decrease of 28.9%. The average unit price before tax was 184 yuan, a year-on-year increase of 21%, which was higher than the 9% average unit price increase in the smart speaker market with a screen. The rapid increase in the average price of the screenless smart speaker market is mainly driven by two factors. On the one hand, the narrowing of manufacturer subsidies has led to a significant increase in the sales price of entry-level screenless speakers. While daily prices have risen, discounts during promotional periods have also been significantly weakened; on the other hand, mid-end upgrades and high-end quality products iteratively promote screenless The market price segment distribution of smart speakers has gradually moved up.

IDC believes that the market development in the second half of the year will continue the rational development trend, and the in-depth exploration of market demand and the search for positive development space will become an important starting point for accelerating the reversal of the business situation.

Expand the thousand-yuan high-end market

With the increasing demand for smart speaker upgrades and iterations, the development opportunities in the thousand-yuan high-end market will gradually expand. In addition to professional audio manufacturers, technology manufacturers are actively expanding the layout of the price segment above 1,000 yuan through high-end models, and their market share has increased rapidly. From the perspective of product type, the speaker market with screen will upgrade to the high-end through configuration upgrades such as screen size, display clarity, touch sensitivity and camera resolution to enhance the look and feel and interactive experience of the device; the speaker market without screen will mainly focus on strengthening audio playback. function, improve the sound quality and design sense of the device, and expand the high-end market demand.

Deepen the subdivision scene layout

The functions of smart speaker products will gradually extend to sub-scenarios, expanding the penetration of smart speakers in different home spaces and diverse user groups, and at the same time, promoting the enrichment of smart home application services and the integration of human-computer interaction and application services to a deeper level. In terms of functional scenarios, entertainment subdivision functions such as karaoke and screencasting will expand rapidly, health functions such as exercise and sleep, and local life functions such as cross-device video chat, family payment, and shopping cart management will be gradually advanced, driving product iteration and market development.

strengthen interaction

The improvement of the interaction ability of smart speakers is conducive to expanding its layout in the smart home market, especially the aftermarket market, and better play its role as a home interaction center. With the evolution of interaction methods, the visual and perceptual interaction capabilities of smart speakers will continue to be strengthened, improving the fluency, accuracy and naturalness of interaction. In terms of vision, camera-based visual capabilities are gradually being upgraded from instruction recognition to personalized services; in terms of perception, strengthening the environmental computing power of intelligent assistants, enriching the linkage with sensing devices, and building accurate and complete perception capabilities are market developments. majority direction.

Liu Yun, a senior analyst at IDC China, believes: “The demand for China’s smart speaker market has gradually returned to rationality with the decline of the early adopters. While expanding the new demand in the deep-sinking market, the importance of tapping the existing market upgrade demand for future market development continues to increase. Layout High-end market and segmented scenarios, and continue to promote the evolution of interactive capabilities, will help expand the audience of smart speakers, accelerate product iteration, help manufacturers reduce costs and increase efficiency, and reverse the business situation.”

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