Once the stereo hegemony, love waves to eliminate the traditional box

"It was too long for the sound, and the ear was trained to be expensive. Now it feels that most of the sound quality of the external video equipment has such defects."

Eric Xinglin, founder and CEO of Guangzhou Ailang Intelligent Technology Co., Ltd. (hereinafter referred to as Ai Lang Smart) said in an interview with Lei Feng.

Ailang Intelligence is a new company focusing on smart consumer electronics products. It was established in April this year by Guoguang Electric Co., Ltd. (stock code: 002045) and the project incubation team. Recently, the company’s first product, “Little Love A1 Smart Audio and Video Companion”, officially launched Jingdong Crowdfunding and completed the crowdfunding target on the first day, while breaking through the $1 million crowdfunding amount. Qiu Xinglin said this is a A new audio and video integration terminal with cross-border integration concepts and innovative technology applications.

Although Ai Lang Intelligent is just a new company that was established soon, if you are an audiophile, or if you have ever played the sound of domestic and foreign brands, then you are no stranger to “love waves”.

Ten years sinking

Pulling time back to 1999, when the Chinese audio market was being flooded with Yamaha, Tianlong and other imported brands, domestic brands really did very well. In that era of foreign giants, the Ailang brand was established and began to enter the field of home audio.

In the process of confrontation with these foreign brands, the love wave team found a breakthrough.

Qiu Xinglin told Lei Feng: "At the time, the Chinese audio market was almost all imported brands, but their products had a common shortcoming - the operation was very complicated, and the human-computer interaction interface was all in English, and it was difficult for ordinary consumers to use it."

Ai Lang's first product has made great efforts in intelligent control, human-computer interaction and other aspects, and introduced an industry-leading Chinese operation interface. With its advanced product concept and accurate positioning and proper operation in brand promotion, Love Wave expanded rapidly, established a sales network of direct terminals with the national chain brand monopoly model, and boarded a domestic family in just a few years. The market share of audio is the number one, and in 2004 it was awarded the "China Famous Brand". So far, many people still remember that Nicholas Tse had been advertising the brand for several years.

"At that time, we did a great job and occupied more than 30% of the domestic market."

The love wave that dominated the domestic living room audio-visual market has received a great deal of attention. In 2009, it was one of the most famous companies in the electro-acoustic industry. This time node happens to be a turning point in the love wave and even the entire audio industry.

After 2009, the situation changed rapidly, the emergence and popularity of personal smart devices, the rise of the mobile Internet, the outbreak of online video, the TV boot rate decreased significantly, the living room market began to shrink, coupled with the impact of personal audio products such as Bluetooth speakers, headphones, etc. Home audio industry is also declining, love waves have to find new breakthroughs.

“Consumer's consumption habits and the industry’s ecological environment have all changed. Big audio cannot be measured. Electronic fast-moving consumer products (such as Bluetooth speakers) come together and the products are mixed. Love Lang, as the market leader, wants to maintain its brand image. It is necessary to maintain high product quality, so the product price is often higher than competing products.No way, we used to do good things.Recall that pure audio hardware market development is still too limited, the combination of hardware and content is certain."

Shang Hai ups and downs, big wave Esha, when many domestic first-tier audio brands gradually disappeared in the public view, and love waves also slump for several years. The company has 65 years of electroacoustic experience in the country, in the sound market turbulent in these years to vigorously strengthen the OEM / ODM business, has been working with the world's top audio brands, sound OEM business to the world's forefront, many market name brand explosions Audio products come from the Kwong Kwong production line; the re-emergence of Love waves has always been the top priority of Guoguang’s own brand strategy.

After several years of painstaking research, the dormant love wave team finally found a new opportunity.

Another Way: Audio + Video

From 2013 to 2015, the OTT box and Internet TV began to spread, which injected new energy into the low-lying living room market. High-definition quality, high-quality variety shows and film and television resources brought more and more users back to the living room. However, for the love wave team that has been in the audio industry for many years, there is no good audio content for video content, and the richness is also incomplete, so it is a new opportunity in front of love waves.

“I have done the display industry and witnessed the development of several generations of TV technology. I watched TV quality getting better and better, but the sound quality was getting worse and worse. The design of the light and thin body, no place to put the horn, the sound cavity is also small The poor sound of destiny, the lack of big sound, many living rooms returned to the "simple mode" --- TV plus set-top box, the sound is poor, the overall audio and video experience is not better than a decade ago, so, love Lang people's mind It is also active, and the brand influence and channels laid down over the past 10 years are still there. To reoccupy the market, we must introduce new product forms to meet the current needs of consumers, that is, the industry often solves pain points.", Love Lang Zhiyang, the co-founder of Langlang Smart, recalls this.

As a result, Love waves began to think about how to take this opportunity to regain their brilliance. In October last year, the team found the answer: audio and video are not separated from home. The lack of market is a true audio and video integration terminal.

Of course, this product's starting point is not the same as the OTT box, Internet TV, and smart projection.

Zhao Zhiyang said, “The concept of integration of audio and video has been around for a long time, but there has been no good product that fits this concept. Many manufacturers want to integrate audio from video, and love waves is to integrate video from the perspective of audio, because love The pedigree of the waves is a good voice."

It seems to be a homeopathic choice, but for the love wave that comes with the audio gene, the driving force behind this alternative approach is not the usual way or the pursuit of sound.

The video industry basically has no threshold, and the threshold for boxes and even other display products is very low. To find a chip provider, you can have access to solution providers and module suppliers. The software has a public version. It is a complete product to build a look by yourself. All processes can be completed by outsourcers.

But the audio is not the same.

Many people have misunderstood that using a good speaker sounds good; including many manufacturers wishing to integrate audio, have made such mistakes: the introduction of high-end brand speaker unit, they expect to get a good voice, and consumers in addition to additional hardware Costs and branding costs do not pay for the desired sound effects.

The sound is very complicated, involving physics, acoustics, materials science, algorithms, aesthetics, musicology, etc. Factors such as design capability, test environment, and debugging ability will directly affect the sound quality of the product. Therefore, there is no Specialized systematic knowledge, lack of targeted experience accumulation, it is difficult to make a good voice.

Vision and hearing occupy 94% of the human senses. Integrating audio and video well is a product path that fits people's instincts. Long-term user viscosities are consistent with human instinctual product forms before they can continue to develop.

For the existing audio and video products, Zhao Zhiyang bluntly: "At present, the video-integrated audio products, in our opinion are very low, most of them have a voice on the line, but the sound quality is not flattered.".

There is no doubt that doing audio and video at the same time is a challenge for Love Wave.

Starting from the pre-research project, Guoguang hopes to launch an independent smart product line. Under this background, Guangzhou Ailang Intelligent Technology Co., Ltd. was established. The company has the sole right to use the brand.

New Product: Little Love

After a series of processes such as product definition, project research and development, and verification testing, Ailang Intelligence finally launched a brand-new product: Xiaoai A1 smart audio and video partner.

This small product integrates the functions of the OTT box, cloud audio, Bluetooth speaker, and most importantly: the sound is great.

In terms of video content, Xiao Ai owns licenses for Galaxy Television (GITV), one of the seven largest licensees, and has reached strategic cooperation with Iqiyi on content resources; and audio features are the strengths of Xiao Love, apart from In addition to the music resources that can be played with one click, the Xiaoai A1 also has a subwoofer mode (TV companion mode to solve the problem of thin sound of smart TVs) and Guoguang's patented GDS virtual surround sound, using Zhao Zhiyang's words. Said that small love can provide box and Internet TV can not provide the living room cinema effect.

Small love's product form looks like a sound plus a box, however, love wave intelligent positioning this product is not the case. Zhao Zhiyang believes that the small love A1 is not simply to superimpose several product functions together. Fusion is a qualitative process. Through detailed communication and deep customization of hardware and software, small love represents the functional evolution of the box. Is the beginning of the box 2.0 era, is a future product category: audio and video integration terminal, living room entertainment center.

Small love A1's market price is 1599 yuan, so calculate an account, an OTT box similar to the hardware configuration needs 300-400 yuan, a sound audio frequency WiFi voice sound to 400-600 yuan, long-term by the world The bluetooth speaker of the well-known brand OEM needs at least one or two thousand yuan, plus four-way power amplifier, electronic crossover, independent DSP audio processing module and other super configuration, a set of prices far exceeds 1,599 yuan.

Zhao Zhiyang also told Lei Feng: Love waves smart attention to product balance.

“The right price and proper technology can gain market recognition. The single indicator is very high, blindly adding some unrealistic advance features. It looks very cool and cool, but it will increase the cost, but the user does not With practical benefits, consumers will not pay for it. Love waves intelligence is to do digital good things.".

Although this product did not have a popular intelligent voice conversation function and did not use the most powerful gaming chip, Xiao Ai achieved a good balance: advanced product thinking, practical technology combinations, moderate size, The appearance of innovation, strict cost control, these are the key factors to ensure high cost-effectiveness. The idea of ​​cross-border integration and application of this mature technology is very worthy of recognition.

Moreover, compared with many brands that do not have their own production capacity, Ai Lang Intelligent backed by the strong production capacity of Guoguang Electric has absolute strength in terms of product capacity and quality control.

Zhao Zhiyang describes the user portrait of Xiao Ai. She is not a product for small white users. First of all, you have to have a family. Small love A1 can bring family members together. This is also a family-friendly element of this product.

"The family needs to watch TV and need a good voice for the time spent together."

In this position, the market space is huge.

The online audio and video market is steadily increasing. There is a rigid demand for good sound for music and trend music and variety shows. Audio and video applications have a tendency to return to the living room. One of the interpretations is: The first batch of personal smart products. The user, the generation of young people, began to marry and have children and began returning to the family. The family intelligent audio and video terminals are bound to become an important part of the entertainment of this group.

"China's network box market has sold more than 6 million units each year, and the country's market share is even more astronomical. The low box configuration requires upgrading. The poor sound quality of television requires additional purchases of audio, and there are not only a few customers who are critical of the original audio quality. The only share that can be tapped in the domestic market is very large. Good products, less wiring, only need a remote control, a small love can solve many problems, this is the information age, simple life is the trend." Zhao Zhiyang said.

After Xiao Ai went online, he would then go online and arrange channels for distribution. Zhao Zhiyang pointed out: "The audio products need to experience, the parameters of indicators seem to be similar, the price gap between different brands of products can be very large, so with online channels as an entrance, It also needs offline channels as an experience center to let small love convince consumers in person.”

In the past ten years, the old love brand has accumulated hundreds of offline agents all over the country. This advantage will bring more imagination space to the new products of Ailang Smart.

Future: Replace Pure Box

At present, the amount of money that Xiao Ai has raised in Jingdong has already exceeded one million yuan (the original target for crowdfunding was 500,000 yuan). Of course, this is only the first step in the intelligent wave of love waves.

The box of the future will no longer be the case of the box, and the love wave will develop in the direction of combining software and hardware. The space for only the hardware is limited, and pure software platforms may also have bottlenecks. “Content+hardware+application” is Future Trends.

"Our goal is to enlarge the market of audio and video integration terminals and create an independent category. The sound + content + intelligence + X is our product formula. X can be any product of any form and category." Zhao Zhiyang is so Describes Wave's future product plan.

Qiu Xinglin also told Lei Feng (search "Lei Feng Net" public concern) , love A1 is just a product form, the future, love wave smart will also introduce more cross-border products.

"As long as it relates to sound, we all have the impulse to integrate." Qiu Xinglin concluded.

Small Love A1 crowdfunding link: http://z.jd.com/project/details/66311.html

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