Smart door locks are developing rapidly and 2017 faces four major challenges

In 2015, there were only dozens of smart door lock brands on the market, and by 2016, nearly 100 smart lock brands broke out, with an output value of 8 billion and an annual growth rate of over 40%. Numerous traditional mechanical lock manufacturers, smart home manufacturers and Internet smart hardware cross-border companies have been staring at this huge cake, and the entire market is erupting.

Market sales: rapid growth in shipments

Market share fragmentation There is still no clear standard for smart door locks. Since 2016, the electronic door lock market has a capacity of about 6 million sets and an output value of 8 billion yuan. 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. However, it is worth noting that the market for smart door locks is very fragmented. The brands with larger sales volume only account for 2-5% of the market, and the medium account for about 1%. Small brands occupy the sporadic market.

Two market signals: have money to earn, have a chance

With the rapid development of smart door locks, many traditional enterprises, entrepreneurs and capital have poured into this industry, and two signals have been revealed here:

1. The smart door lock industry is still in its infancy, and everyone still has the opportunity. At present, there is no star-rated enterprise in this field, and everyone is doing their best to sprint. Therefore, capital has also bet on the smart lock market, trying to take a share in this market.

2, the intelligent door lock has great potential and is a real blue ocean market. The data shows that in 2016, the output value of China's lock industry reached 80 billion yuan, of which the smart lock market penetration rate was less than 2%. In Japan and South Korea, smart locks account for more than 70% of the civilian lock market, Europe and the United States smart door locks also account for 50% of the civilian lock market, which means that China's smart locks still have a large market space. The consumption of door locks in China is also evolving from the past practical to experiential upgrades, and the consumption potential has begun to be released.

4 major challenges

1, the product still faces safety and reliability issues

Whether it is a traditional mechanical lock or a smart lock, the first priority is to ensure safety. Smart door locks rely on the perfect combination of mobile Internet, mechanical manufacturing technology, mechanical anti-theft technology, electronic encryption technology, and authentication technology. Many performances need to be developed and improved, which takes a certain amount of time to complete.

2, the price is too high

At present, the market price of most smart door locks is high, which largely hinders the desire of consumers to buy. At the same time, many smart locks and door manufacturers are not designed to each other. This leads to smart locks to the door factory, which requires more complicated installation and debugging, which further increases the cost of installation, commissioning and sales maintenance.

3. The after-sales service system is not perfect

Smart door locks are an industry that demands a high level of service. The product characteristics of the intelligent door lock determine that it must be installed in a timely manner and the repair speed must be fast. Intelligent door locks have different conditions in the installation of the user. For example, the thickness of the security door is different for the matching. The installation or maintenance of the smart lock requires professional after-sales service. However, the entire industry has just started, and the industrial support in this area is extremely imperfect, which seriously restricts the rapid development of this industry.

4. The whole industry is mixed, which is unfavorable for industrial development.

With a large number of new players pouring into the smart door lock industry, the entire market is mixed. This is a double-edged sword for the industry: on the one hand, the entry of a large number of new players has promoted the scene of the industry's blossoms, accelerating the popularization of the concept of smart locks and shortening the cycle of market education; on the other hand, due to the market Weakness, the entry of a large number of new players will also bring about problems such as market saturation and excessive competition, and emerging industries generally have various problems. Failure to solve these problems in time will easily lead consumers to form wrong ideas. The development of the lock has an adverse effect.

At present, in the smart door lock industry, the B-end market such as brand apartments and real estates is the main force for large-scale shipments in the short term due to the concentrated purchase and large transaction volume. This is also the market that many new Internet smart door lock companies are targeting. Some insiders expect that there are currently 70 million sets of domestic rental housing, coupled with a huge number of hotel markets, these B-end customers have a strong demand for intelligent door locks. As they begin large-scale purchases at the end of this year, shipments of smart door locks will see a big outbreak in Q3 2017.

Although the B-end market is developing rapidly, the biggest market for smart door locks is still in the massive, decentralized C-end (home users). According to statistics, in 2016, there were more than 2 million domestic smart home door locks, with a growth rate of over 40%. In the long run, as the property market rises again and the post-95 marriage and marriage boom is approaching, the consumption habits of new home decoration and smart locks are gradually becoming popular. At present, 95% of the 400 million households in China have the need to convert from mechanical locks to smart locks. This is a huge blue ocean market. Moreover, the C-end market is more likely to form a scale effect, which makes it a winning area for many smart door lock companies.

In the next three years, the industry will be reshuffled.

The outbreak of intelligent door locks directly brought about the rise of a huge door-to-door installation and maintenance business. Because the structure of each anti-theft door and lock is very different, the precision requirements are high, and the users of small white can't cope, and professional after-sales personnel are needed to solve the problems of installation and maintenance. For smart door lock manufacturers, regardless of the mass production capacity, they must keep up with localized after-sales service. After all, in the early stage of the industrial outbreak, brands with more convenient and thoughtful services will undoubtedly be easily recognized by consumers and gain a better brand reputation. Enterprises can even take the lead in the fierce market competition and take the lead in breaking through. . Of course, with the development of the industry, there will be smart door lock enterprises or other specialized service platforms to integrate the lock maintenance industry in the future, so that the after-sales service will be unified in group, making the after-sales service no longer difficult. This is a virtuous cycle and will be a new direction to change the after-sales service in the lock industry.

At present, new brands of smart door locks are constantly emerging, and the whole market is mixed, but as the technology and production thresholds are further reduced, the competition in the smart door lock industry will become fierce in the next three years, ushered in the era of big reshuffle. By then, 80% of the smart door lock brands will be eliminated, and the results of market-oriented competition will eventually stabilize, in line with the 80/20 principle, that is, 20% of the head brands will occupy 80% of the market. This 20% brand should be around ten.

Smart door lock is an industry with high service requirements. In 2017, smart door lock companies need to seize several challenges to advance the smart door lock market in the future.

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