As an important segmented application scenario of voice interaction, the children's terminal market has ushered in a new wave of growth in 2018 after continuous testing and exploration in the past two years. From smart story machines, early education entertainment machines to children's smart speakers, almost every category has become a hot product on the market, becoming a "beautiful landscape" in the domestic voice interaction application field in 2018.
Benefited from the maturity of intelligent voice technology and the rapid expansion of application scenarios, this year, under the influence of major manufacturers, the children's intelligent voice terminal market has ushered in a new round of eruptions, becoming a bright spot in many application scenarios of voice interaction. view. Among them, the fastest-growing products are smart early education machines, story machines and children’s smart speakers. The industry predicts that the domestic market for early education robots will exceed 5 billion this year, and children’s smart speakers are currently driven by giants such as Baidu and Ali. It has also accounted for about 20% of the entire smart speaker market, reaching millions of shipments, which shows that the market is booming.
This year, there are as many as hundreds of companies making children’s robots, and there are only about one to two thousand smart story machine manufacturers, large and small. The number has almost doubled from last year. Xu Bo, marketing manager of Shenzhen Tanhuo Intelligent Technology Co., Ltd. Said: "Among them, a large number of manufacturers are basically from other industries. For example, some manufacturers used to make terminals such as car rearview mirrors or some non-smart hardware products, and they wanted to take advantage of the market opportunity to make money. This year Benefiting from the continued popularity of the market in the first half of the year, the company’s current cumulative sales of intelligent early education products have reached 250,000 units, which is a considerable increase compared to last year. In the second half of the year, we conservatively estimate that the sales volume will exceed 300,000. Today, as long as there are belts on the market Children's robot products with intelligent voice interaction function and priced at less than 1,000 yuan with good appearance can basically reach the level of monthly sales of tens of thousands of units."
In the smart story machine market, Han Jiaxuan, the business director of Spitz, also predicts: "The shipment of the entire story machine market in 2018 may reach 30-40 million units, of which more than half will belong to the smart story machine products, and the market is huge. The current children's intelligence In the terminal field, the overall market share of SPITZ solutions is about 20%-30%. Relying on the advantages of front-end algorithms, it also has a market share of more than 50% in the high-end market of the Android system. Related cooperative brands include BBK, Huo The shipments of children's terminals such as Fire Rabbit, Yaolan, and Carrot are all very impressive."
Why can voice interaction quickly explode in the children's market? The editor believes that one of the main reasons is that more and more smart speaker giants have successively launched their efforts in the children's market. The transfer of smart speakers to the children's market has achieved a very good "dimensionality reduction attack" effect of intelligence on non-intelligent applications. In fact, as early as April this year, Amazon specially launched an Echo Dot children's version. Although the hardware is the same as the previous Dot, at the software level, such as voice recognition and children's books are all targeted at children. In May, manufacturers such as Alibaba, Baidu, Go Ask, Himalaya, etc. also launched special smart speakers for children, deepening the children's application market. The explosion of children's smart speakers has further promoted the proliferation of smart voice technology to more application scenarios. Scenes such as early education machines and story machines have naturally become the first battlefield.
On the other hand, more and more "head" manufacturers focus on AI intelligent voice interaction hardware products are also the key reason. Xu Bo believes: "The drive of'head' manufacturers has largely caused the market for existing non-intelligent interactive products, especially traditional story machines, to shrink rapidly, although this product is cheaper than intelligent interactive hardware in terms of price. , But with the massive invasion of intelligent interactive products, the price advantage between the two is gradually diminishing. More importantly, under the attack of intelligent products, such non-smart products have less and less selling points. This leads to consumers not buying it. For example, a story machine seller we recently contacted, their non-smart product business performance was relatively strong last year, but this year's shipment volume of this product is not very satisfactory, and now there is more inventory. Many products can only be sold at reduced prices."
From the perspective of the application scenario demand itself, given the huge volume of China's children's education market itself, coupled with the rapid integration of intelligent voice interaction and children's terminal products in recent years, it logically promotes the gradual formation of a rigid demand for voice interaction in this scenario. Chang Le, the co-founder of Shengzhi Technology, also said: “With the gradual deepening of voice interaction on the technical side, today’s voice interaction is no longer an aid or supplement to key and touch interaction methods, but is more independent or dominant. The interactive mode is presented, thereby reducing the difficulty for the elderly and children to use electronic products. For children over 3 years old, they urgently need to use language to express their opinions and acquire knowledge, and voice interaction meets this demand. When Shengzhi Technology was established in 2016, it helped Qihoo 360 create a series of children’s robots and story machines. With the outbreak of the children’s smart speaker market and the rigid demand for voice interaction, children’s story machines, companions, and The market volume of intelligent voice interactive terminal products such as early education will be very huge."
Children's application scenarios challenge multi-algorithm optimization and content adaptation is the keyAs mentioned above, the market potential of intelligent voice interaction can be said to be limitless in the context of the continuing upsurge of the children's education terminal market. However, as far as the current application status is concerned, different from adult voice interaction scenarios, there are more "uncertainty" and "complexity" in voice and semantics in children's scenarios, which also brings more voice interaction manufacturers. The first challenge at the technical level is the adaptation of the voice interaction system, content and related algorithms.
Cheng Gang, marketing director of Shenzhen Micro-Nano Perceptual Computing Technology Co., Ltd., said frankly in an interview with this magazine: "At this stage, after training, there are actually many products on the market that can recognize dialects. There are many difficulties before adult application scenarios. Are gradually being overcome. However, the difference between children’s interactive products is that in order to recognize children’s voices in products, in addition to solving the problems of higher scales and different speech patterns that children have, more importantly, children are not good at following Machines can interact with them in a way that they can understand. The voice library built by adults cannot understand children’s language well. Even the top devices in the industry, including Amazon Echo and Google Home, have experienced recognition errors in the context of interacting with children. The phenomenon."
Chang Le also agrees with this. She believes: “For children, they are curious and their thinking logic is not as rigorous as adults. Therefore, when children ask questions about smart voice terminals, they often surprise them, do not follow the preface, and Hesitant and repeated. For children’s voice interaction characteristics, more technical optimizations are often needed. For example, we have launched Free-cut (interrupt at any time, wake up at any time), Free-ask (support for identifying hesitation and pause) ) And One-shot (one-sentence control, wake-up recognition and continuous speaking) and other technologies to enhance children’s voice interaction experience."
Regarding children’s voice scales and speech patterns that are different from adults, Chang Le believes that professional model training is needed for these pronunciation characteristics: “For example, when we help Baidu’s “Xiaodu Smart Speakers†build “Children’s Modeâ€, we build A children’s voice database with millions of data has been specially optimized for children’s voice characteristics. Based on 6000+ children’s data models and more than 30,000 hours of children’s voice tests, a special voice wake-up model for children and a voice recognition interaction engine have been created. , Which enables the speaker to provide higher recognition and wake-up accuracy, faster response speed, and smoother and natural voice interaction when dialogue with children. At present, the program has been customized and has undergone 360 ​​children’s stories The multi-million-scale mass production verification of many terminal products such as mobile phones, children's companion robots, and children's smart speakers, with controllable costs.
In addition, compared with adults, although children are more tolerant of the user experience of intelligent voice interactive products, they pay more attention to the content that the product can provide. Chang Le also believes that unlike adults who have clear logical thinking skills, children often use intelligent voice interactive products with a mindset of knowledge and entertainment. They are more concerned about the content provided behind the intelligent voice products, such as questions. Whether the answer can be obtained from the Wikipedia question and answer, or whether the nursery rhymes and stories you want to hear can be played. Therefore, for voice technology manufacturers, how to provide sufficiently high-quality children’s education service content while at the same time make more optimizations for special application scenarios such as children at the voice interaction system and algorithm level, and provide more flexible and Customized voice interaction solutions that meet children's psychological expectations will be the key to market success.
In short, the editor believes that driven by the rapid growth of the children's education market, the "snowball" of the children's intelligent voice terminal market will undoubtedly become bigger and bigger, which also creates an excellent opportunity for industry manufacturers to promote voice interaction on a large scale. . Of course, opportunities and challenges always coexist. The children's voice interaction market needs more complex and customized voice interaction systems and algorithm design than adult scenarios. At the same time, there are more requirements on the content side, which requires manufacturers Expend more energy, cost and resources in software system development, algorithm design and content provision. However, as the size of the market continues to increase in the future, these cost issues will gradually dissipate.
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