Double 11 Sales Champion: The success of the Tmall Genie is not just Because of Voice Shopping

[PConline Talk] After the annual Double 11 Shopping Festival, we found that the Tmall Genie became one of the most dazzling products in the event, and was on the throne of the Tmall platform consumer electronics industry. In the past, when we talked about the Tmall Genie, the first time I thought of it would be the unique voice shopping payment black technology of Tmall Genie, but when we carefully analyzed the detailed data of the Tmall Genie released by Alibaba Smart Lab, we found that The success of the Tmall Genie is not just because it is as simple as voice shopping.

Unique features and advantages More than 3 million people are shopping with Tmall Genie

In the new voice shopping experience, more than 3 million users have used the Tmall Genie to achieve voice shopping, and the Tmall Wizard has recharged the mobile phone by more than 6 million. The safe voiceprint payment function is the black technology unique to Tmall Genie. The voice shopping and payment methods have been recognized by more and more people. The voice interactive shopping/payment method has become the trend of everyone's choice. And this unique function is not experienced on other smart speakers in China. Tmall Genie is backed by Taobao and Tmall, and integrates financial payment to integrate superior resources, which are basically not for other smart speakers. may. But can you get such a big success just because of the voice shopping Tmall Wizard?

Industry advantage Elf life products rush to the 28 categories of the first category

Tmall Genie provides a voice interactive portal for nearly 400 home appliance brands and nearly 300 IoT platforms. Alibaba smart home platform supports many home appliances such as Philips, Midea, Haier, Galanz, Hisense, Chico, Konka, TCL, Fangtai and other brands. The products cover all aspects of life and can connect more than 75 million smart devices. More than one hundred TOP manufacturers adopt Tmall Bluetooth mesh second matching scheme, and the module has more than 3 million registered equipments in three months after mass production.

On this day of the 11th, the Tmall Genie teamed up with the customized Cobos intelligent sweeping robot, the US intelligent wall breaking machine, the Galanz smart microwave oven, the beautiful smart water heater, the Duya intelligent electric curtain, the NVC LED intelligent light belt became the category. Sales and sales double crown.

It can be said that there is no such a large-scale platform in China that can reach such a large scale. The open Tmall Genie has the advantage of the industry that other smart speakers do not have, and Alibaba Zhilian Ecological Products has also gained consumer preference.

Reduce the barrier to entry for consumers from comprehensive to entry

The Tmall Genie X1 released last year opened a new world of voice online shopping for Taobao users. The safe and reliable voiceprint payment replaced the traditional password and fingerprint recognition, and really opened the entrance of voice payment, and the Tmall Wizard released a year later. Fangtang (TG_C1) brings a lot of surprises to consumers. The Tmall Genie X1 can be seen as a top-equipped smart speaker with full-featured, high-quality sound, but at a relatively high price. Many consumers will hesitate when they choose a smart speaker for the first time. The appearance of the entry-level smart speaker of Tmall Genie Fangtang (TG_C1) gives consumers a more acceptable price and lowers the threshold. For competing products, the price of Tmall Genie is obviously higher, which is one of the reasons why consumers choose Tmall.

Huge user base + rich features

Before the Double 11, the Tmall Genie had more than 5 million home user bases. These huge user groups have great advantages for Tmall Genie. AI Smart wants to get ""growth"" and needs constant training. At present, Tmall Genie has more than 700 functions and 10 million+ audio content. The user has achieved more than 40 million training sessions per day, and each person uses the Tmall Wizard for more than one hour per day. These are the data of domestic friends' competing products that are far less than comparable.

In addition to the perfect functions of home appliance voice control, voice on demand, parent-child education and life information, during the Double 11 event, the Tmall Genie also added the ""red envelope alarm clock"" skills, the explosive list radio station skills, ""receive the ant forest energy value"", etc. Etc. The huge user group of Tmall Genie participated in the Double 11 event through Tmall Genie more than 20 million times.

In addition to illustrating the huge user base of the Tmall Wizard, these data also indirectly indicate that voice interaction is more likely to be preferred by users than other methods. As long as the same functions can be realized through appropriate voice interaction, the user will abandon the cumbersome operation of the mobile phone and use a more convenient way of voice interaction, and the ever-rich functions of the Tmall Wizard are more advantageous than the competitive products.

The advantages of all parties are integrated + close to the consumer demand, Tmall Genie Fangtang (TG_C1) is the sales champion

According to official data, on the day of the Double 11th, the consumer electronics industry champion spent the first time in the smart speaker industry, rather than the traditional consumer electronics products that used to be mobile phones. The Tmall Genie Fangtang (TG_C1) cubed the top of the smart speaker sales in a rather shining way. In addition to the above advantages, Tmall Genie sales strategy and product development are closer to consumers.

From the point of view of consumer purchase behavior, in addition to purchasing single-category speaker, consumers are increasingly inclined to purchase IoT kits, including smart sockets, smart bulbs, all-around voice infrared remote control and other smart peripherals, which indicates that consumers are The taste and acceptance of smart family life has further improved. And because of the close to the consumer demand, the constantly improving smart ecosystem has made the Tmall Genie the first choice for consumers to choose to control the entrance of smart home.

Summary

The heat of the Tmall Genie let us know that more and more people have begun to accept smart speakers and accept the convenience of smart homes. In the future, intelligent AI enhancement will further liberate our hands. Smarter and more humane is what consumers need. The deeper learning of users' personal habits in the end can provide more comprehensive and silent intelligent services should be the future of smart home environment that everyone expects. Tmall Genie has more powerful industrial advantages than other smart speakers, richer and more powerful functions, better ecology, and more advantageous resource integration. These accumulated advantages will become the future of intelligent AI in the future. The cornerstone of the leading competitors.