What smart speakers do Chinese users really want?

The OFweek smart home network communication smart speaker isn't quite like a smartphone, which is considered a necessity in every household. The question remains—what do Chinese users truly need? As domestic internet companies gear up, how should smart home terminals be designed? These are questions worth pondering. Chinese users seem to view smartphones and smart speakers in two distinct dimensions. In just a few short years, China has reached the forefront in terms of both the scale of smartphone users and the level of manufacturing. We can proudly say that there are numerous innovations based on the mobile internet platform in the country, even surpassing those in Silicon Valley. However, the category of smart speakers hasn't taken off domestically like Amazon's Echo. For Chinese users, this category remains a tool primarily for early adopters to experience, not yet fulfilling the practicality of the Echo. Does this seem like a negative sign? Is it simply a matter of user habits? Yet, people didn’t initially adopt habits with smartphones either; does this mean there’s no demand for smart homes? Voice interaction is indeed more convenient than touch in certain scenarios. Why is this the case? Smart speakers aren't the products that every household needs like smartphones. What do Chinese users truly need? After domestic internet companies ramp up efforts, how should smart home terminals be shaped? These are all questions worth considering. Find a "key" and unlock the home Being able to realistically solve a specific problem is the first step toward product success. This is especially evident with Amazon's Echo. In 2014, as everyone remembers, was the year Echo was launched. This marked the beginning of intelligent speaker development. However, many might have overlooked another significant event that year—Google’s acquisition of Nest, the renowned smart home brand, for $3.2 billion. Nest Labs, whose founder was former Apple engineer Tony Fadell, known as the "father of iPod," has gained considerable attention since its establishment in 2010 with its extremely well-designed intelligent thermostat, Nest Learning Thermostat. This product could add intelligent temperature adjustment functionality to home air conditioners without altering traditional appliances, and it also possessed self-learning capabilities. As long as the user manually adjusted the temperature during the first week of use, the thermostat could then collect and analyze this data, performing intelligent temperature control thereafter. It can be said that Nest essentially created a smart home terminal device for American households. Even though most home appliances hadn’t yet become intelligent, people were already getting their first taste of home smart products. It was also in this year that Echo was born, as it could connect and control Nest’s capabilities via voice, instantly surprising people with the ability to "voice-control air conditioning temperature." Due to American house designs and home appliance usage habits, voice-controlled air conditioners, electric lights, and other devices are often more time- and labor-saving than finding and controlling the switches themselves. Thus, Echo allowed people to understand from the start the convenience it brought to family life, solving a very challenging problem: How to find greater advantages than traditional interactions in people’s family scenes? This issue wasn’t solved with the advent of smartphones, so after the emergence of Echo, it found an answer—you could more easily control appliances through voice, even if they weren’t smart products. Echo’s other advantage in opening up the home is music. Americans love listening to music, and the service of audio content has always existed. In the family, being able to listen to music anytime is an important requirement. This point existed even before the emergence of smart speakers. Statista previously conducted research on the use of smart speakers by US consumers. According to its report, the three most common actions users perform on smart speakers are "common queries" (60%), "weather checks" (57%), and "listening to songs" (54%). It can be seen that the demand for music services among US users is an important reason why Echo became a household essential. Additionally, according to reports from the research organization Voicebot, as of July 2, 2017, Echo’s skills exceeded 15,000. However, from the perspective of user numbers, a large number of these applications remain unused. Among the top ten most popular skills, five are related to voice content, such as "playing calming sounds," "short bedtime stories," or even "thunder." These sound requirements show that smart speakers play a significant role in the bedroom. Smart home habits combined with music services—these two cores create the key to unlocking the American home. Echo’s popularity in the United States can thus be understood. American Key, Chinese Door In the United States, these two important reasons for Echo’s development have faced challenges in China. Firstly, the acceptance of smart homes in China isn’t as widespread as in the U.S., although in the past two years, people have started using various smart products, fragmentation and division still persist. Clearly, you can’t control other home appliances through the MiJia app, and you can’t use Alibaba’s smart speaker to control MiJia products. The reason for this fragmentation might be that the intelligent process of the domestic home appliance industry wasn’t as swift as expected, but the more crucial factor is the great temptation to build a closed ecosystem. Whether it’s BAT or JD.com, building an enclosed ecosystem like Amazon’s with Echo requires further exploration. At this year’s node, these companies hope to change our living habits again through technology. Moreover, Americans’ approach to family music differs from that in China. "In China and the U.S., music consumption is not the same. Americans listen to music via streaming platforms, while China relies on on-demand services. Therefore, the demand for voice commands in the U.S. isn’t particularly high, whereas Chinese consumers have a much higher demand. Once recognition fails, everyone may feel disappointed and lose interest." Song Xiaopeng, founder and CEO of Shenzhen Mitang Technology, shared some of his thoughts with Geek Park. Mitang Technology began exploring the possibilities of speaker interaction as early as 2014. In the year of Echo’s birth, Mitang Technology developed the interactive speaker Sugr Cube with unique interaction, not only adopting a minimalist design but also trying to avoid complexity in interaction. Through touch and tilting methods, people can enjoy music in the most tactile way possible. Sugr Cube also won the Kickstarter Editor’s Choice Award. As China’s first Spotify-certified company, Mitang Technology also reached an agreement with Amazon in 2016 to become an Amazon-certified Alexa system solution provider. They developed a complete set of software and hardware-integrated voice interactive product solutions, gaining insight, and this year reached a strategic cooperation with Tencent. After years of exploration in audio interaction and product experience, Song Xiaopeng believes that in China, speakers need to be used as smart terminals to control everything around them. What are the interaction scenarios? How large is the demand, and how does the path go? In practice, explore: "The family environment in China and the U.S. is very different. American houses are large, making manual control of switches without voice convenient, but in China, houses aren’t so big. Manually controlling switches isn’t troublesome. Kitchens are similar—American kitchens are quieter than Chinese ones, making voice interaction more natural in the kitchen." In his view, on the battlefield in China, it may be necessary to differentiate themselves from Amazon Echo by successfully educating the market and nurturing people’s habits. It’s a good way to infiltrate problems encountered locally. So we can see that the market has started different explorations: whether it’s shopping, making calls to meet the needs of the Tmall Elf X1, or from the depth of combining content with Xiaoya AI speakers, these are all domestic attempts. These different subdivided scenarios and the ability to allow speakers to "understand" the user and then feedback through different paths is the ability to open the door to "Let everything hear." Perhaps this is the real domestic capability of smart speakers to take root. We should find our own key "Dream A Dream" has a plot that has impressed me so far. After the hero, Daxiong, always throws things away and forgets to bring things together, the Doraemon A dream finds a magical spray from his many props, which can make her surroundings' objects speak. So, when you forget where something is, these items will automatically respond to you. In my opinion, this is the initial portrayal of the smart speaker. It’s always around you and can meet your needs when you need it. So, looking at this year’s smart speaker boom, we may not only gain a more important understanding, that is, under the domestic environment, the function of the speaker doesn’t have to be grand, basic functions such as setting alarms, calendar reminders, checking the weather, and more. Try to include more user-oriented features. Once the subdivided functions are established, people will probably become accustomed to smart speaker products. It’s like listening to a novel and listening to a story. What you need is a speaker that focuses on reading content. If you need shopping, you need a speaker that focuses more on shopping. The first step in "everything we hear" is to avoid the vaunted but ambiguous function of letting people understand what the speaker can do and what it cannot do, perhaps with more intuitive results.

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