In the fast-paced digital world, voice search functions influence how we interact with technology, especially in China. With Baidu, Alibaba, and Tencent driving innovation, the Chinese voice search market is booming. This blog explores the rising impact of voice search, its key players, and its impacts on digital marketing.
Voice Search in China
Voice search technology, powered by natural language processing (NLP), enables users to interact with devices using their voice. This technology has advanced significantly in China in recent years, offering more than just convenience—it’s about cultural and linguistic adaptability. Importantly, it’s user-friendly, making technology more accessible and easier to use.
The Chinese language, with its complex tonal variations and dialects, poses unique challenges for voice recognition. However, Chinese tech giants have met these challenges by developing sophisticated systems to understand and respond to various accents and speech patterns. This adaptability demonstrates the robustness of voice recognition technology in China, which is essential for widespread adoption.
Voice Search and Smart Voice Control Devices
Before exploring voice search development, it’s essential to understand the role of voice control devices, which are the foundation of this technology. The widespread use of these devices offers significant growth opportunities far beyond simple voice-activated searches.
Smart voice control devices and voice search technology are deeply interconnected, both relying on the ability to understand and respond to spoken language. These devices are at the forefront of a new era in interactive technology, driven by the rise of voice search. From smart speakers to virtual assistants, they are transforming user interactions with technology and providing new avenues for marketers.
Voice Search Surge in China: The Rise of Smart Devices
According to iMedia Research, the number of voice search users in China reached 480 million in 2022, reflecting an 11.6% year-on-year increase. Projections suggest that China’s voice technology market will grow to 46.9 billion yuan (£5 billion) by 2024. This rapid expansion is primarily fueled by the widespread adoption of smartphones and smart devices, particularly smart speakers, which have made voice search an integral part of daily life.
Smart Speakers: In China, smart speakers like Xiaomi’s Xiaoai Speaker and Baidu’s Xiaodu serve a similar role to Google Home and Alexa in the West. These devices go beyond playing music, functioning as multifunctional hubs for home automation, information access, and more, catering to both tech enthusiasts and everyday users.
Smartphones and Assistants: Smartphones are central to the voice search ecosystem, with built-in assistants like Apple’s Siri, Huawei’s Xiao E, and Xiaomi’s Xiao AI. These digital assistants seamlessly integrate into users’ daily routines, offering quick and convenient access to information and services.
Other Devices: Voice search extends beyond speakers and smartphones. It is now featured in smart watches, home automation systems, and even vehicles. This broader integration of voice technology continues to weave it into the fabric of everyday life.
Leading Innovations in Voice Search Technology: Baidu, Tencent & Alibaba
Baidu Voice Search Innovations
Baidu has extensively integrated voice search into its search engine, enabling users to search, access information, and interact with the Internet through voice commands. The technology is designed to understand Mandarin Chinese, including various accents and dialects, making it highly accessible to users across China. In 2020, Baidu’s voice search requests averaged 1 billion daily on its Input Method Editor.
To enhance user experience, Baidu developed a deep learning-based voice recognition system called Deep Voice, which has significantly increased voice search accuracy in Chinese. Additionally, Baidu introduced DuerOS, an open AI system that powers many smart devices, including smart speakers and home automation systems. DuerOS supports voice interactions and offers a personalised experience by learning user preferences over time.
Tencent Voice Search Innovations
WeChat Voice Search: WeChat, a leading social media app, in addition to basic voice features such as sending voice messages, users can also use voice search to find chat history or perform a search using the WeChat search function to find websites, official accounts, articles, news and all other results indexed by WeChat.
Intelligent Voice Assistant: Tencent has also launched an intelligent voice assistant, Tencent Cloud Xiaowei, which supports various voice services, including voice recognition, voice synthesis, and natural language processing. This service is widely integrated into smart devices and home automation systems.
Tencent AI Lab: In addition to its voice products, Tencent’s AI Lab focuses on artificial intelligence research, particularly on voice recognition and processing technologies. The lab’s innovations are widely implemented in Tencent’s products and services, enhancing the accuracy and user experience of voice search and interactions.
Alibaba Voice Search Innovations
Smart Speakers—Tmall Genie: Alibaba’s Tmall Genie is a smart speaker equipped with a voice assistant. Users can control smart home devices, shop online, and get news and weather updates through voice commands.
Voice Assistant—AliMe: AliMe is integrated into Alibaba’s products and services, including Alipay and Taobao. It provides functionalities such as voice search, voice payments, and more.
Research Institution—DAMO Academy: Alibaba invests significantly in research through DAMO Academy, which focuses on voice recognition and processing technologies. The innovations from DAMO Academy bolster Alibaba’s technological capabilities in voice search.
Voice Search in China: Simplifying Everyday Tasks
In China, voice search technology is becoming increasingly popular and useful in everyday life. Chinese users appreciate voice search for its hands-free convenience and quick task execution, especially for navigation, shopping, and entertainment.
Voice search is commonly used for various purposes, such as home automation for controlling smart devices, getting real-time navigation help, and engaging in online shopping. This technology simplifies tasks, making them more efficient and user-friendly. While voice search is primarily used for personal activities, it is less common in professional settings, such as finding vendors or business partners.
Strategies for Optimising for Voice Search in China
For B2C brands in China, adapting to the growing popularity of voice search is crucial. Understanding how consumers use voice search in their personal lives helps brands align with their expectations and improve interactions with B2C products and services.
Insights into consumer behaviour with smart voice control devices are essential for refining marketing strategies. These devices leverage advanced natural language processing, providing a more conversational and intuitive approach to discovering and purchasing products. This enables businesses to deliver personalized and engaging experiences, fostering greater customer satisfaction and loyalty.
Here are key areas to consider when optimising for voice search:
Content Creation: Tailor your content for voice search by emphasising conversational and FAQ-based formats. Providing clear and concise answers to common questions can boost your visibility in voice search results.
Schema Markup: Utilise schema markup to enhance how search engines interpret your content. This structured data provides additional context, increasing the chances of your content appearing in voice search results.
User Experience: Optimise the user experience by ensuring fast loading times, intuitive navigation, and responsive design. A seamless experience encourages more frequent use of voice search and supports overall engagement.
The rise of voice search is transforming online search behaviour in China, prompting companies to adjust their strategies to keep pace. This growth in voice search presents both challenges and opportunities. To thrive in this evolving digital landscape, businesses must remain informed and agile, continuously adapting to the shifting trends.
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