Voice ordering plays a major role during 11.11

Date : 14 November 2019

Chinese consumers embraced voice ordering during this year’s global shopping festival. More than one million orders were placed through Alibaba’s Tmall Genie smart speakers on Monday 11th November.

Growing popularity of smart speakers

Voice ordering has become an increasingly popular way of shopping in China. Orders of grocery and household items placed through voice command on the 11th November include:

  • 810,000 eggs
  • 1.4 million tons of rice
  • 76 tons of liquid detergent

This new way of shopping is embraced by Chinese consumers of all ages due to ease of use. To embrace the trend and tap into the new opportunity to boost sales, Starbucks recently launched voice ordering in China, in collaboration with Alibaba. 

Smart speakers to become an essential part of life

Alibaba, Xiaomi and Baidu are the top three smart speaker brands in China, with 93% of market share. Of these three, Alibaba’s Tmall Genie is the most popular brand.

It is expected that smart speakers will become an important new medium and will be equipped with more features, such as search and queries, to make daily life easier. A screen might be added for visual interactions.

Alibaba believes that voice assistants will play a major role in a wide spectrum of applications, including food delivery, beauty and makeup, education and elderly nursing support.

In our view, voice ordering is set to become a major trend in China and will have large impact on how brands interact with consumers.



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