Development trend and application analysis of domestic smart lock market

In smart home systems , smart locks have unique application scenarios and integration spaces. With the extension of smart home functions and the wave of smart hardware entrepreneurship, smart locks have become an important application place for smart homes.

Dialogue guest

Zhang Wei, Marketing Director of Suibao Security Technology Co., Ltd.

Zhang Weifeng, Product Director, Jingdong Intelligent Microlinking Division

Li Yu, General Manager, Intelligent Division, Guangdong Huitailong Technology Co., Ltd.

Zhang Baoqiang, Chairman of Xi'an Huijing Intelligent Technology Co., Ltd.

Chen Hao, Product Manager, Anlangjie Security Technology (China) Co., Ltd.

Wind and rain 20 years domestic smart lock market development

The application of smart lock products in the domestic market began in the 1990s. Since 1993, Chinese companies have begun to develop electronic smart locks. The earliest application areas are concentrated in hotels, represented by magnetic card applications. The smart lock really went into the family, and it started to go to the retail market after 2000. In the five years from 2000 to 2005, some manufacturers began to invest in smart lock products, but due to product technology limitations at the time, such as fingerprint reading, embedded programs and microcontroller technology are still not mature, directly leading to the product Unstable.

To sum up, before 2000, the smart lock market was still in its infancy, just another way to open the door besides the key. This stage can be regarded as a smart lock in the domestic research and development exploration stage. For domestic manufacturers, there are too many factors to consider. Foreign smart locks are becoming more and more perfect. As an emerging industry, it is important to choose the right direction for development.

Hardware mechanical lock manufacturers, hotel lock manufacturers, and related security companies have become the main force in the smart lock market. From 2006 to 2010, more companies have entered this market segment and started to develop and manufacture smart locks. By the end of 2010, smart locks have gradually matured from technology and function, and sales have gradually increased. In 2005-2008, the smart lock market entered the education stage. Various manufacturers carry out in-depth discussions on the safety and convenience of smart locks. Successfully guided the market, the concept that smart locks are safer than mechanical locks began to manifest, and made unremitting efforts in terms of safety and convenience.

Smart lock market enters a period of rapid development

From 2010 to 2015, the smart lock market began to enter a period of rapid improvement. In the meantime, although the products are maturing, the cost is still relatively high. On the other hand, the investment of the manufacturers is also very large, and the market base is very low, the profit of the company is not very good, and the price of the smart lock in the market is always high. Fortunately, various manufacturers have conducted in-depth research on the appearance and functional differentiation of products. Industrial design is on the right track. The various functions of differentiation have emerged one after another. Before 2015, the retail price of smart lock products was basically more than 3,000 yuan, and some brands could reach more than 4,000 yuan. Of course, the ex-factory price of manufacturers at that time was relatively high.

As innovative companies enter the field of smart locks, starting in 2016, many smart home brands have also extended to this area. The Internet brand has become a new mode of operation. Although it is not completely free of hardware, it has done a middle job and removed some middlemen from traditional distribution channels, so it has fallen in price. The entry of these enterprises into the smart lock market will accelerate the popularization of the industry and will have an impact on the traditional enterprise's industrial chain system. As technology and production thresholds are further reduced, various manufacturers are cost-compressed, market squeezed, and profits are reduced, resulting in large competition.

Li Yu, general manager of the intelligent business department of Guangdong Huitailong Technology Co., Ltd. said in an interview with this magazine that smart lock is a very special product, which is both a security product and a smart product, which requires high security services. The product characteristics of the smart lock determine its threshold, many invisible technology, service, installation and processing thresholds, which is the biggest challenge for innovative brands.

As more and more emerging brands appear in this field, Chen Hao, product manager of Anlangjie Security Technology (China) Co., Ltd. believes that the entry of emerging brands is a double-edged sword: on the one hand, emerging brands appear to be prone to cause a hundred flowers. The scene, promoting the formation of the smart lock industry chain, has also greatly promoted the progress and improvement of various technologies; on the other hand, the market is weak, and the influx of emerging brands will also cause market saturation, and emerging industries generally There are various problems, such as immature technology, poor channels, insufficient operational experience, lack of cooperation in the supply chain, etc., and failure to solve these problems in time is likely to cause consumers to form wrong ideas and develop the development of emerging smart locks. Negative Effects.

Zhang Baoqiang, chairman of Xi'an Huijing Intelligent Technology Co., Ltd., which launched the Manshen Smart Lock, also believes that companies should be cautious in chasing the “window”. More and more companies and investors have seen the hope of the outbreak of smart locks. Their participation has also accelerated the popularity of the smart lock concept and shortened the cycle of market education. Behind this seemingly prosperous market growth, we have to say that many new entrants have to avoid the disadvantages of their own experience and strength, and the negative impact on the smart lock industry, so that consumers trust the smart lock. The lower the coming. Enterprises chasing the "window", the pursuit of profit is understandable, but must not lose the bottom line of business ethics and credit. At the dawn of the smart lock spring, more traditional companies or cross-border influxes will inevitably catalyze the rapid growth of the industry. However, any entrant should consider all aspects of R&D capabilities, production capacity, supply chain capabilities, quality control capabilities, and at the same time assess whether there is a complete offline service capability.

Good factors promote smart lock market integration

According to Zhang Wei, Marketing Director of Suibao Security Technology Co., Ltd., for 2016, the capacity of the smart lock market is about 6 million sets. Among them, about 5.5 million sets are made in China, and about 500,000 sets are imported. In terms of market distribution, engineering projects accounted for approximately 2.5 million units, and distribution channels accounted for approximately 3.5 million units. There are about 500 smart lock manufacturers nationwide, including assembly plants. The brands involved are nearly one thousand. The brands with large sales volume account for about 2-5% of the market, and the medium accounts for about 1%. Small brands occupy the sporadic market.

According to rough statistics, there are about a thousand brands of smart locks circulating in the market in China, and there are many brands that are short-lived due to the wind and cloud. This status quo illustrates several problems. The supporting capacity of the domestic smart lock industry has been improved overall, the entry barrier for the smart lock industry has been reduced, the technology of the smart lock industry has matured, and sales have continued to grow rapidly. In addition, there are factors in the continuous acquisition of Chinese companies by international lock giants. The positive impact of the related positives is to promote the standard launch of the domestic smart lock industry; to break the high-tech smart locks into the altar and become pro-people; to force the lock-up enterprises to re-examine the market, remove the pseudo-technical and build from reality Fine products; promote the research and development of smart lock new technology; promote smart lock export and expand the export of smart lock products. The result of market-oriented competition will eventually stabilize, in line with the 28 principle, that is, 20% of the brand occupy 80% of the market share. This 20% brand should be around ten.

Huitai Long Liyu further pointed out that for the traditional smart lock manufacturers represented by hardware companies, the main distribution channels in the market are mostly concentrated in the building materials field. The channels are mainly local red star Macalline, homes and other building materials stores. At the same time, it also includes tooling, home improvement, design company and decoration company channels around the building materials market. This has certain advantages in the field of traditional building materials. In addition, it also includes stores built by brand owners or dealers.

The B-end market is developing rapidly and the hotel apartment is easy to use.

Zhang Weifeng, product director of Jingdong Intelligent Microlinking Division, said in an interview with this magazine that the overall smart industry is still very hot. There are indeed many emerging brands in this market, and many of them are Internet thinking entrepreneurs. There are several reasons. First of all, the lock is indeed the core component of home security. In most apartment-style rooms in China, the smart lock takes on the security elements of the security door. The future is an important part of family security. At the same time, the smart lock is the entrance product of the family. In the smart home scene, the lock is used to distinguish the user and even the individual. Whoever returns home, the smart lock has a natural advantage. In the overall smart home scene, go home and leave home. A series of conditional interpretation locks are the most advantageous. In addition, there are huge B-end markets, such as apartments and hotels. At present, the development of smart locks in the B-end market is very fast, and smart locks can solve the management convenience for these B-end manufacturers.

E-commerce platform boosts sales of explosive products and lowers prices

At present, there are more and more smart locks and e-commerce and other Internet platforms. Jingdong Weilian Zhang Weifeng pointed out that the e-commerce platform can further enhance the brand influence of smart lock manufacturers. At present, smart locks are advancing rapidly in the B-end market, but in the end, it is necessary to enter the C-end market. E-commerce is one of the most important channels. In fact, in developed countries such as South Korea, the popularity of smart locks (mainly unconnected fingerprint locks) is very high. However, in China, due to some reasons of history, the penetration rate is very low. It is an important idea to reduce the price of products through the channels of e-commerce.

In the view of Yan Bao's security Zhang Wei, the e-commerce brand has existed for some years, and about 40% of the retail market of some high-end brands is shipped through the e-commerce platform. At the same time, online drainage, offline sales also accounted for a certain proportion. This phenomenon means that the role of traditional channels is weakened and the total profit in the circulation sector is reduced. In order to make online transactions become pure incremental sales, there will be some means of avoiding or enabling the second brand, and the circulation channel will also increase the “going out” model.

Hui Jing intelligent Zhang Baoqiang believes that e-commerce channels have many advantages for manufacturers and consumers. As a product of the Internet era, cloud smart locks, while pursuing technological innovation, must also strengthen the innovation of business models. Through the e-commerce platform, not only can the excellent lock brand increase the exposure rate, but also the product can be “intermediately” seamlessly connected to the global buyers. At the same time, the reduced cost due to the reduction of offline channels also makes merchants willing to give back to consumers at a more intimate price. In addition, the e-commerce product crowdfunding model enables smart lock manufacturers to understand consumer demand and market orders in advance, and customize and accurately develop and produce marketable products, so as to produce the most satisfying consumers. The products also greatly reduce the waste of the manufacturing process of the manufacturer.

Traditional channel attention service to strengthen localized after-sales service

In the past two years, Internet companies have entered the market in a big way, and channels have also become flat. Some brands mainly sell online, but smart locks involve relatively professional installations. For traditional enterprises, how to combine online sales and offline services. How to take advantage of both online and offline aspects in channel deployment? Huitai Long Li said that the smart lock line is an irreplaceable channel because it is a comprehensive product that needs to be experienced, installed and serviced. It is not a direct sale or purchase, but also needs to be attached to the service. Therefore, the offline is an indispensable part of Huitailong, and it has to be bigger and stronger. As a new channel, e-commerce has its own advantages in the dissemination of brand and product information, can be transmitted to more people, and online can also bring some sales, but currently it is disproportionate compared to offline sales.

In the view of An Langjie Chen Hao, the e-commerce channel provides a broader platform and a lower cost customer acquisition solution, but also has a great impact on the traditional distribution/distribution network. For manufacturers, the Internet And the e-commerce channel is a relatively new topic. How to sell and service through the e-commerce platform takes a while to explore. Due to the ubiquity of the Internet, the requirements for the after-sales service of the manufacturers have also been greatly improved. One case of offline customers complains that if they are put on the line, they will have more negative effects than before, which is also the result that manufacturers are not willing to see. Therefore, the e-commerce platform needs further exploration. At present, Huitailong is still increasing the intensity of the offline investment and the density of expansion. At the same time, it is also increasing the intensity of online investment. In some products, it realizes online and offline linkage, and some online compliance lines are launched. The products demanded by the consumer groups play an offline advantage in service and serve online products.

Sui Baoan anti-Zhang Wei summary of the industry characteristics of locks is that must keep up with localized after-sales service. These situations are a big challenge for manufacturers. The need for localization of after-sales service and the overlapping of many brand after-sales service personnel will lead to the integration of a lock repair industry and the unified after-sales service of the group, making the after-sales service no longer difficult. There is no need to worry about products that are 2,000 kilometers away. This is a virtuous cycle and a new direction to change the after-sales service in the lock industry.

Technology advancement promotes the popularization of smart locks

From a technical point of view, there are actually many smart locks that can be upgraded. Jingdong Weilian Zhang Weifeng believes that the first is the connection. At present, most smart locks are connected by small wireless technology or Bluetooth. Both technologies have weaknesses. The former must have a gateway device, and the latter is not real-time. The connection depends on the mobile phone, so there is a low-power WiFi technology that can be connected in real time. The second is power consumption. Most of the current smart locks depend on the battery. The longest one takes months and a year. This also restricts the smart lock from being able to carry more functions, such as the camera. In fact, there is a camera on the smart lock. It is a good product experience to shoot outside, but it is currently not possible due to power consumption and other reasons. Third, security technology, most of the current smart lock products are not allowed to unlock remotely, the important reason is that security technology can not be achieved.

Yan Baoan, Zhang Wei pointed out that looking at the domestic smart lock industry, there are currently four major technologies, dedicated electronic chips, dedicated communication protocols, low-cost, high-recognition biometric identification of domestic intellectual property rights, and unified smart home linkage. the way. The smart lock is different from the system. It can be applied independently. In the past few years, the basic technology of smart lock has been maturing. Under the new development trend, Huitai Long Liyu believes that the development of smart locks has three effects. On the other hand, first of all, through the maturity of technology and the increase in sales, the cost is reduced, which is the first to promote the rapid popularization of smart locks. At present, the price of smart locks has a large decline compared with the first half of 2015. The cost reduction is related to the increase in sales volume and market competition, and also related to the maturity of technology. Improvements in overall product design capabilities, including improved compatibility with door factories and hole positions. In the past, the design of smart locks and door factories did not fit each other, which led to the need for more complicated installation and commissioning of smart locks to the door factory. The cost of installation, commissioning and sales maintenance was relatively high. Now smart locks and door factories have formed a technical connection. The installation standards of smart locks follow the standards of the door factory, and the cost of all aspects will be reduced. Secondly, the maturity of fingerprint identification and embedded MCU technology, including the reduction of chip cost, will further stabilize the smart lock products and promote the development of the industry. Third, the maturity of smart home and IoT technology has enabled smart locks to be integrated into the overall smart home category. In the promotion and promotion of smart homes, consumers can quickly recognize smart locks, and there will be consumption and popularity when they are aware.

Source: OFweek Smart Home Network

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