Research on the Children's Accompanying Robot Race Track Is the Market Value Really High?
The core business of a robot company for children is the product, and the core of a robot product includes hardware platform, artificial intelligence, product design capabilities and industrial design. The four aspects work together and develop in coordination to get a truly excellent child companion robot product.
In the past two years, artificial intelligence has developed rapidly, and children's companion robots have also emerged. For this emerging track, the reputed ones think it is an industry blue ocean with a market value of hundreds of billions; the destroyers also think that the child companion robot is just a pseudo-need. What are the facts? This article analyzes the products of more than 40 related companies and hopes to give you the answer.
Field name: Children's companion robot
Definition: A robot that serves children’s groups. The main function is Children are accompanied by scenes, supplemented by early education, programming, reading, and nursing.
(Note: This study is only for domestic children's companion robots, and does not include other related fields such as plug-in robots, building block robots, and preschool robots.)
Target customer groups: children's companionship The applicable age range of the robot is 3-12 years old, corresponding to kindergarten children and elementary school students.
Common product types: voice resource type, programmable type, accompanying reading type, nursing type.
Second, market analysis
The target users of children's companion robots are post-00s and even post-10s, and most of their parents are 80 Post-90s and post-90s are the main force in the workplace. The new generation of parents are more willing to accept new things and pay more attention to investment in their children's education. In addition, many parents spend most of their time at work, and there is not much time to accompany their children. Therefore, the 'scene companionship' function promoted by the child companion robot also meets the needs of users.
Let us see how big the target customer group is? Depend on the number of kindergarten and elementary school students, you can borrow the '2015 National Education Development Statistical Bulletin' published by the Ministry of Education: In 2015, the number of children in kindergartens in my country was 42.648 million, with a gross enrollment rate of 75% and primary school students of 96.921,800 , The enrollment rate is 99.88%.
Therefore, in 2015, the number of children in the kindergarten and primary school age group in my country was 4264.83/0.75+9692.18/0.9988, which is about 154 million. After the implementation of the comprehensive two-child policy, it is expected that this number will continue to grow in the next five years. The unit price of the child companion robot ranges from several hundred to several thousand RMB. We multiply the number of target customers by the average customer unit price to get a market size of 100 billion yuan.
However, when we consider the size of the market, we also need to look at the industry market penetration rate. At present, the sales of child companion robots are not ideal. According to estimates by industry insiders, the total domestic sales of child companion robots in 2016 was only about 100,000 units. Compared with the huge population base, this sales data can be described as bleak.
According to EduMax analysis, there are two reasons for the low sales of child companion robots:
First, child companion robots are not just-needed products. In the eyes of most parents, this is only a children's toy, but the unit price is tens of thousands, so the willingness to pay is naturally not high.
Secondly, the domestic child companion robot products will be launched in 2015 and 2016. Companies on this track are generally in the early stage of technological development, and marketing and promotion needs to be strengthened. In other words, the company The market being promoted has not yet taken shape.
For now, the overall sales of child companion robots are not high, and the path of this track has not yet been opened up.
No matter from the technical level or the market level, there is no real star enterprise in the whole track. Even some companies with a large market share only maintain sales of 10,000 units each year.
Problems in the current market
First, consumer habits have not yet been formed. Only by waiting for more artificial intelligence products to be available can consumers and the market have a more objective and accurate understanding of the child companion robot.
Second, the hardware and artificial intelligence technology are immature. First of all, the attractiveness of the hardware body requires a very high cost, so it is difficult to make a breakthrough. Secondly, the artificial intelligence used by domestic child companion robots almost all come from solution providers such as iFLYTEK and Turing, and their own development capabilities are weak.
Third, the robot has simple skills, serious homogeneity of functions, and lack of innovation in content. First of all, skills are the most important way of interaction between robots and users. However, there are very few companies that can really do in-depth research on vertical skills. Most child companion robots are still in the 'flat + wheel' mode.
Secondly, more than 80% of the child companion robots currently on the market have almost the same functions, without their own characteristics and breakthrough points, and the difference is only in the appearance of the product.
Finally, most children’s robots use early education content as a selling point, but they do not directly develop content. Instead, they choose to cooperate with early education content producers, resulting in the early education content of these child companion robots and other early education products on the market. In contrast, there is a lack of difference, and some functions are even inadequate.
Fourth, the concept of excessive consumption of robots. Many products are just a story machine and are also labeled as robots, which will make consumers lose their expectations of real robot products.