The latest data shows that Tmall Genie won the omni-channel sales championship on Double 11, and won the sales/sales double championship in the smart speaker product category on Double 11 for three consecutive years.

shows that Tmall Genie won the all-channel sales championship on Double 11 and won the double sales/sales championship in the smart speaker product category on Double 11 for three consecutive years.

When the smart speaker industry just started, there were nearly 2,000 manufacturers at one time. According to the prediction of market research organization Strategy Analytics, the demand for smart home devices will exceed that of smartphones in the next five years, with the most important growth coming from smart speakers.

In the first half of 2019, the smart speaker war has entered the era of giant competition from a battle of hundreds of boxes, with only 5 new brands entering the market. The three major smart speaker manufacturers have all set their prices close to cost. This not only shows the giants' confidence in the potential of the smart speaker market, but also demonstrates the determination of Internet companies to enter the future of AI.

Alibaba Tmall Elf Sugar Cube R E-commerce quotation Tmall Mall ￥89

Tmall Elf won the omni-channel sales championship

Data from Euromonitor International, a world-renowned research company, shows that the domestic smart speaker market sales in the first three quarters of this year were 8.33 million. Taiwan, 10.38 million units, 8.85 million units, a total of approximately 27.56 million units. Tmall Genie ranks first in market share for three consecutive quarters this year, with a total market share of 38%, and sales in the third quarter reached 3.15 million units. The domestic market currently presents a three-legged state.

smart speakers, as the entrance to home interaction, can realize more interactions with people, and then collect more user behavior data, optimize the algorithm through digitalization, and feed back to users. In recent years, the popularity of voice interaction has gradually increased from the perspective of technology upgrades. The effective accumulation of voice data will help optimize the accuracy of voice interaction and improve user experience in the long run. This also inversely explains the smart speaker user base. and the importance of usage for interaction data.

Among them, Alibaba’s channel structure mainly relies on Tmall sales. Last year, Double Eleven Tmall Genie smart speakers experienced a blowout, with sales exceeding 10 million units. In addition to smart speakers, consumers also tend to purchase IoT The set includes smart sockets, smart bulbs , all-in-one voice infrared remote control and other smart peripherals.

In this year’s Double 11, Tmall Elf, a subsidiary of Alibaba, reached a new high. The latest data shows that at 01:39 on the day of Double 11 in 2019, Tmall Elf’s Double 11 sales exceeded the total omni-channel sales of the entire Double 11 cycle in 2018. quantity. On the Tmall Double 11 Carnival Night , Tmall elves not only interacted with the hosts live, but also distributed benefits.

Tmall Double 11 carnival night Tmall Elf refreshes the screen

Tmall Elf not only shows voice interaction, but also includes more popular star songs, Xu Weizhou , Zhu Zhengting , Qiao Xin , Yu Kewei , Su Xing , Zhang Yuan, Sun Shengxi and many other popular artists have brought their hottest and latest works and private playlists to add to the Tmall Elf music library.

In terms of content ecology, Tmall Elf is absolutely "massive" and not only has built-in rich audio-visual blockbuster content. Tmall Genie CC and CCL smart speakers with screens have become the main hot-selling models this year. They are combined with online platforms such as Youku , Mango TV, and Bilibili Tencent Video, and a large amount of resources are available at your mouth.

Tmall Elf Cube R (¥89) Since its birth, it has attracted countless fans with its cool appearance, powerful functions and high-quality sound quality, and has become an AI companion for more than ten million families. Tmall Elf Sugar Cube R comes in three colors, Chongya White, C-position Yellow and 66 Red. Its artistic appearance has won 16 international design awards including the German Red Dot and IF.

At present, the market penetration rate of smart speakers in China is growing rapidly, and the penetration rate is also increasing rapidly. The gradual maturity of voice interaction portals represented by smart speakers is expected to further drive the development of the overall consumer Internet of Things, especially in smart home appliances, lighting, sports smart peripherals, etc.

In the global 3C market in 2019, except for small home appliances, all other categories showed a downward trend. China is still the single largest market for 3C products. China’s 3C market is also expected to decline by 3% year-on-year to US$283 billion.

With the commercialization of 5G communication, smart home is no longer a concept and has come into people's daily life. Since 2010, smart light bulbs, thermostats, smart cameras, smart home appliances, etc. have gradually entered homes. In recent years, artificial intelligence technology has also been integrated into smart homes.

From the data point of view, in the first half of 2019, China's smart speaker sales increased significantly by 132% year-on-year, and smart camera sales increased by 59% year-on-year. However, the sales of smart air purifiers and smart washing machines dropped by 19% and 28% year-on-year respectively.

Tmall Genie's powerful smart home open platform upgrades smart life in one sentence. It now supports more than 900 mainstream brands and can connect to more than 235 million smart devices, with more smart products continuing to be connected.

Looking at Tmall Elf-related smart control home appliances on Double Eleven this year, the 99 yuan set of 4 smart accessories had the most outstanding sales performance, with a total sales volume of 30,299 pieces. "Tmall Genie, turn on the bedside lamp" "Tmall Genie, turn on the TV", Tmall Genie has obviously led the comprehensive upgrade of smart home application scenarios.

In addition, more and more users are accustomed to using voice to make purchases. The latest battle report shows that during Double 11 in 2019, more than 1.05 million orders were placed through voice shopping. During this year’s Double 11, nearly 5 million people experienced voice shopping, a new shopping method. During Double 11, on the Tmall Elf platform, a total of 1.05 million orders were successfully paid through "speaking", and 176 brands participated in the "First Year of Voice Shopping". People purchased 810,000 eggs, 140 tons of rice, and 76 tons of laundry detergent by speaking and paying with their voice prints. Tmall Elf has officially become a “home shelf” in the 5G era. On the one hand, this reflects users' increasing acceptance and awareness of voice shopping. On the other hand, it also shows the huge development prospects of smart speakers in the future.

Voice shopping has become a new mainstream consumption scenario

At the Yunqi Conference in September this year, Alibaba Artificial Intelligence Laboratory officially released the "Family Brain" plan, saying that it will use Tmall Genie as a home terminal to integrate voice and vision , touch and other human-computer interaction methods to create a smart home in the 5G era. The term "family brain" should be the best explanation for Tmall Elf. It is an important hub connecting people, families, information services and the huge industrial chain behind it.

Combined with future AI, IoT, and even 5G, we have reason to have more imagination and expectations for Tmall Elf. What is certain is that based on Tmall Elf’s powerful learning ability, it will have stronger perception, understanding and Decision-making capabilities, and these capabilities will all be fed back to users.

In the future, the smart home ecological environment with smart speakers as the core will become more and more mature, and voice control will also become one of the main ways for users to interact with computers. This is the future trend, and Alibaba has also firmly grasped this trend with the help of Tmall Elf. Tmall Genie is not just a simple smart speaker. What it represents is Alibaba’s more in-depth research on user behavior and habits, and it uses AI algorithms to make products smarter and more “humane” based on big data support.