On June 11, Baidu released its first self-branded smart speaker "Xiaodu Smart Speaker", which is equipped with the latest version of the conversational AI operating system DuerOS. It mainly promotes two models of children and geeks. The price is 249 yuan and the early adopter price. 89 yuan. This is the first time that Baidu launched its self-developed product into the domestic smart speaker battlefield after Raven Technology acquired by Baidu in November last year released its first smart speaker product-raven H. The ultra-low price of 89 yuan may set off a new round of smart speakers. The speaker subsidy war.
As a latecomer in the smart speaker industry, Baidu's performance in recent years has been quite radical. After acquiring the Beijing start-up Raven Technology, in November last year, Baidu officially launched the first smart speaker Raven H, trying to squeeze into this "increasingly saturated" hardware market. However, due to the initial high price (three times more expensive than similar competing products) and the intensification of conflicts between the internal R&D team (the founder of Raven H left), the market performance of Raven H was not as expected, and only 10,000 were sold. Around Taiwan, it was completely reduced to a failed product.
In order to turn that shameful page, on June 11, Baidu once again released a new smart speaker-Xiaodu speaker. Contrary to precedent, Baidu priced this self-developed product at 249 yuan, and the early adopter price is only 89 yuan, which is lower than the price of any smart speaker currently on the market, setting off a new round of "price wars". "The attempt is obvious. However, in the smart speaker battlefield where the giants are fighting and the market growth is slowing down, the editor believes that the fate of Xiaodu smart speakers will not be smooth sailing. Whether it can truly seize a place in the battlefield of "masters" in the future, Baidu still needs to be in the product, Make more determination in terms of channels and pricing.
As we all know, in today's smart speaker market, whether it is Ali Tmall Genie, JD Dingdong speaker or Xiaomi Xiaoai classmate, the acoustic technology solutions and functions are basically the same. For example, in the main sound pickup scheme, the Tmall Genie series, Dingdong speakers, and Xiao Ai all adopted the ring 6-microphone array scheme. According to user measurements, the performance of the three in terms of pickup effect and noise filtering is basically the same. There are only slight gaps in some special parameters; and in terms of functions, according to the editor’s understanding, the current domestic smart speakers are still mainly focused on using voice interaction to control air conditioners, air purifiers, sweeping robots, fans, and humidifiers. And other home appliances, followed by additional functions such as on-demand and shopping, basically there is no innovation, most of them are copying Amazon’s model, lacking some "killer" applications, so consumers’ stickiness is actually not strong. The same is true for the "Xiaodu" smart speakers released this time.
In addition, compared to the three giants of Alibaba, JD.com and Xiaomi, the channel is also a major shortcoming of Baidu. Alibaba has Taobao and Tmall, JD.com has JD.com, and Xiaomi also has many layouts in the new retail field. Taking advantage of these inherent advantages, since the launch of Ali, JD.com and Xiaomi smart speakers, they have achieved significant sales. For example, the Tmall Genie released by Ali in July last year has sold more than 3 million units so far. The sales volume of Xiaoai speakers has now exceeded one million, and these two manufacturers also occupy the top five global rankings in the Q1 quarter of this year. In contrast, Baidu’s Xiaodu Mall does not have enough users and popularity, and at the same time, more sales channels rely on e-commerce platforms such as Taobao JD. Under the situation where the main channels are controlled by competitors , Baidu, Alibaba and JD.com will inevitably have an embarrassing situation similar to "Amazon refuses to sell Google smart speakers" in the future.
And Baidu's ultra-low price of 89 yuan this time obviously also deeply understands these shortcomings and deficiencies of its own. Faced with the increasingly "saturated" smart speaker market with numerous giants, the editor believes that Baidu should provide some "killer" features that can really impress consumers in terms of products, rather than simply "innovation" after packaging. This can further strengthen user stickiness and pave the way for Baidu’s smart speakers to truly reach millions of sales. In terms of market pricing and sales, it is believed that under the leadership of Baidu in the future, other manufacturers will also respond accordingly. The low-price war frenzy will come sooner. At that time, Baidu will need to make more compromises in product pricing within the range it can afford. Moreover, with the new retail giant's increasingly prominent advantages, if Baidu is determined to open up a hardware business, It is also necessary to develop its own sales platform and channels. Only with sufficient advantages in all aspects can we take the lead in the "price war" of smart speakers.
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