Current Situation of China Smart Speaker Market in 1.

According to data from the Champ Consulting Group,2022年中国无线音箱市场销量为4,87010,000 units, down year-on-year20.7%. Among them, the sales volume of smart speaker market is2,851万台，占比接近六成，受市场周期性发展及补贴收窄影响，销量缩减近四分之一。传统音箱市场销量为2,01910,000 units, down year-on-year13.9%Under the diversified development of demand, the traditional speaker market shows strong resilience.

Judging from the brand pattern, Baidu, Xiaomi, Tmall Genie and Huawei are in the top four, with a total share97.0%，较去年同期上涨1.4percentage point. Baidu ranked first with a share37%, is the only quarterly sales breakthrough200万台的品牌。小米（含红米）位列第二，份额为30%. Tmall Genie share is27%, inTOP4品牌中销量降幅最大。华为排名第四，份额为3.5%, its in600元以上的中高端市场排名第二。

从产品特性看，屏幕音箱的发展速度开始放缓。2022In the third quarter of the year, the market share of screen speakers was20.4%Decreased compared to the same period last year.1.0percentage point. High sound quality has become the same product direction for smart speaker companies.2022In the third quarter of the year, the market share of high-quality speakers reached4.0%，较去年同期上涨1.2percentage point.

二、中国智能音箱市场趋势

According to data from the Champ Consulting Group,2023China's wireless speaker market sales will decline year-on-year in2%，降幅较去年有明显收窄，然而消费环境及前期市场渗透率快速提升导致今年中国音箱市场销售仍将面临一定压力。挑战之下，经济有序恢复、户外需求回暖及人机交互优化也为市场发展带来了机遇，年内市场布局应关注以下三个增长点：

Grasp the demand for quality upgrades. During the outbreak, home office, learning and entertainment demand to drive the speaker market penetration rate rapidly increased, the entry-level market appeared phase saturation, quality demand still has room for growth.2022年整体市场销量下滑之下，传统音箱市场1,000-1,500元价位段及智能音箱市场500-1,000元价位段市场销量保持增长，升级迭代需求逐步显现。伴随用户需求从产品功能向使用体验转变，今年音箱市场品质升级型需求将进一步涌现，用户对音质音效和外观设计关注度将逐步提升。

Expand the breakdown scene layout. sports, games,KSongs, conferences and other sub-scenes are becoming an important direction for the expansion of the speaker market outside the mainstream audio demand. With the national consumption to the scene outside the home tilt, outdoor leisure and entertainment-related use demand will gradually increase, promote the development of market segments. On the one hand, expanding the layout of relevant scenes requires upgrading of product functions, such as equipment endurance, improvement of waterproof level and expansion of outdoor functions such as reverse charging. On the other hand, speakers need to accelerate innovation in product form and accessory combination to meet the needs of diversified scenes.

Promote the high-end market intelligence.2022The proportion of intelligent wireless speaker market in China is close60%From the price range, the degree of market intelligence is obviously different, the proportion of intelligent market range below 1000 yuan is more than 60%, and the proportion of intelligent speakers in the market sales above 1000 yuan is only10.6%, and mainly with a screen smart speaker. Limited by interactive experience, platform resources, payment mode and other factors, speaker intelligence for users to bring more limited experience upgrade is the main reason for hindering the development of intelligent market, the subsequent intelligent speaker voice interaction capability optimization and content resource expansion will gradually improve the intelligent use experience, thus leveraging the high-end market demand.

3. China Smart Speaker Market Challenges

Although China's smart speaker market still has room for growth and opportunities, it also faces many challenges and difficulties, mainly including the following aspects:

市场竞争激烈。中国智能音箱市场已经形成了百度、小米、天猫精灵、华为等头部品牌的格局，这些品牌之间的竞争非常激烈，不仅在价格上进行补贴和促销，还在产品创新和内容生态上进行投入和布局。同时，还有一些新兴品牌和传统音箱厂商也在寻求进入或扩大在智能音箱市场的份额，如苹果、小度、京东方、哈曼卡顿等。这些品牌或凭借自身的技术优势和品牌影响力，或通过与其他平台或内容提供商合作，试图打破现有的格局或抢占一定的细分领域。

User requirements are not clear. Smart speakers as a new smart device, its user needs are not very clear and stable, many users just out of curiosity or early psychological purchase, rather than real use scenarios and needs. Therefore, the use frequency and duration of the smart speaker are often not high, and the user's requirements for the function and experience of the smart speaker are not high. This has led to the low-end and homogenization of the smart speaker market, the user's loyalty and satisfaction with the product is not high, and the motivation for new and upgrade is insufficient.

产品创新乏力。智能音箱市场的产品创新主要集中在屏幕音箱和高音质音箱两个方面，但这些创新并没有带来明显的用户体验提升和市场扩容。屏幕音箱虽然增加了视觉交互的维度，但也增加了成本和复杂度，而且与智能手机、平板电脑等其他设备存在重叠和替代。高音质音箱虽然提升了音质水平，但也面临着用户需求不强烈和内容资源不匹配的问题。除此之外，智能音箱市场还缺乏更多的创新点，如人工智能、物联网、5G等技术的应用，以及更多的细分场景和功能的开发。

Content ecology is not perfect. Content is the core driver of smart speakers and an important factor in distinguishing different brands and platforms. At present, the content ecology of China's smart speaker market is not perfect and rich, which is mainly manifested in the following aspects: first, the quantity and quality of content resources are insufficient, especially the high quality content for high-quality speakers; second, the dispersion and closure of content resources, the lack of effective intercommunication and cooperation between different brands and platforms, resulting in inconsistent and consistent user experience; third, the willingness and mode of payment for content resources are not mature, users' cognition and acceptance of paid content are not high, and there is a lack of reasonable and flexible payment methods.

4. China Smart Speaker Marketing Strategy Advice

In view of the current situation, trends and challenges of China's smart speaker market, this paper puts forward the following marketing strategy suggestions according to the characteristics of different market segments:

For the entry-level market, the focus is on improving user awareness and attracting users to try. The entry-level market is mainly for the sinking market, the elderly, children's education and other segments, these areas of user awareness and habits of smart speakers are not mature enough, need to be promoted and educated through a variety of channels and ways, such as online and offline advertising, social media,KOLrecommend, experience shop, etc. At the same time, it is also necessary to reduce the user's purchase threshold and risk through low prices, gifts, bundled sales, etc., to promote user trial and experience.

For the upgraded market, the focus is on highlighting product differentiation and enhancing user stickiness. The upgraded market is mainly for users who already have smart speakers, or users who have higher requirements and expectations for smart speakers. These users have higher standards and preferences for product functions, quality, design, etc., and need to innovate and optimize products. To meet and attract. At the same time, it is also necessary to increase the frequency and duration of use of users through the enrichment and optimization of the content ecology, increase the loyalty and satisfaction of users to the product, and promote the replacement and upgrading of users.

For the high-end market, the focus is on building brand image and enhancing user value. The high-end market is mainly for users who have extremely high requirements and pursuit of smart speakers, or users who have strong consumption ability and willingness to smart speakers. These users are not sensitive to the price of the product, and pay more attention to the brand, technology, service and other aspects of the product. It is necessary to establish the professionalism, authority and trust of the product through brand building and marketing. At the same time, it also needs to be through artificial intelligence, Internet of Things,5GThe application of other technologies to enhance the intelligent level and use value of the product, create more use scenarios and functions, and let users feel the convenience and fun of the product.

Conclusion

智能音箱市场是一个充满机遇和挑战的市场，随着技术的进步和用户需求的变化，市场也会不断地发展和变化。尚普咨询认为，中国智能音箱市场在经历了一段低谷期后，将迎来新一轮的升级和扩容，但这也需要各个品牌和平台不断地进行创新和合作，以提供更好的产品和服务给用户，从而赢得市场的认可和支持。据尚普咨询集团数据显示，2023年中国智能音箱市场将呈现出多元化、差异化、智能化的特征，为行业发展带来新的动力和方向。