According to RUNTO's "China Smart Speakers Retail Market Monthly Tracker" report, sales in China's smart speaker market in February 2022 were 2.3 million units, down 23.7% year-on-year and 24.5% month-on-month; market sales were 650 million yuan, down 20.1% year-on-year and 23.8% month-on-month. February was the low season for sales, and due to the impact of the epidemic and the Spring Festival holiday, the performance of the smart speaker market continued to be sluggish, and sales fell for 6 consecutive months year-on-year.
China's smart speaker market is sold monthly
Source: LOTTO Technology (RUNTO), unit: Wantai
Brand concentration increased, and Baidu rebounded to the first place
According to data from RUNTO, in February 2022, the market share of Baidu, Xiaomi (including red rice), Tmall Genie, and Huawei TOP4 brands reached 96.9%, a slight increase of 0.4 percentage points over the same period last year, and an increase of 0.4 percentage points over the previous month.
In February 2022, the major manufacturers of smart speakers in China will share
Source: LOTTO, in %
Baidu deepened cooperation with operators, accelerated the development of the sinking market, offline has become Baidu's main channel, with the help of the stable traffic of the offline market, Baidu rebounded to the first place, the share reached 34%. Baidu had 21 models on sale in February, and the number of screen speakers and sales contributed more than half.
Xiaomi (including red rice) also ranked second with a share of 32% with the good performance of offline stores. In February, Xiaomi had 17 models on sale, and since the Xiaoai touchscreen speaker series upgraded the MIUI Home system, the internal proportion of the screen speaker has been expanding.
Due to the serious decline in online channels, Tmall Genie, which focuses on e-commerce channels, remains in third place. In February, Tmall Genie sold 20 models, and the share of in the IN sugar and sugar cube series of 100 yuan was close to 80%.
Huawei is in fourth place, with share slipping this month from the same period last year and the previous month. In February, Huawei had 10 models on sale, and the Sound series performed well.
The share of screen speakers is the highest in the past 12 months
Despite the overall poor market performance, the screen speaker market share has continued to grow. According to runto online data, the sales volume of screen speakers reached 27.2% in February, the highest value in the past 12 months, down 0.8 percentage points from the same period last year and 2.9 percentage points from the previous month.
Monthly screen speaker sales accounted for
Source: RUNTO Online Data
By brand, Baidu remained the first in the screen speaker market, with a sales share of 59%, but down 3.0 percentage points from the previous month; Xiaomi's sales accounted for nearly 30%, thanks to the best sales of Redmi Xiaoai Touch Screen Speaker 8, up 5.4 percentage points from last month; Tmall Genie's market share continued to decline, accounting for only 12%.
From the product point of view, the share of 8-inch products in the screen speaker market reached 41.8%, an increase of 5.3 percentage points over the same period last year, up 9.7 percentage points from the previous month; the share of 10-inch and above products reached 13.9%, down 1.0 percentage points from the same period last year, down 1.8 percentage points from the previous month.
RUNTO's "China Smart Speakers Retail Market Monthly Tracker" report contains monthly updates on retail volume size, sub-channel, brand, product type retail data of the overall market and online market, as well as best-selling models and price trends.
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