Smart locks become as easy as opening a iPhone screen with a fingerprint

Smart home was once tuned to the "living room economy", and many domestic appliance manufacturers are the vanguard of entering the smart home market. TVs, air conditioners, air purifiers, water dispensers, sweeping robots and other equipment connected to WIFI, installed with Bluetooth, handed over to the smart phone to control; because it can directly increase the market share of smart phones and system use sticky, in the field of smart home I often see mobile phone manufacturers active. However, the concept of smart home is very hot, the product is very dazzling, consumers do not buy it, and there is no real reshaping of people's home life.

As the most important scene economy for family life consumption in the next decade, the eco-industrial chain of smart homes includes technical providers such as communication, voice interaction technology and fingerprint identification technology, as well as various new and unique intelligent hardware manufacturers. In addition, e-commerce crowdfunding platforms, offline distribution channels, etc. play a heavy lifting role in the sales of smart home hardware.

In the face of a complex and intertwined smart home, entrepreneurs are looking for a suitable cut-in, bet on the "one-of-a-kind" sharp-knife-type product, breaking the situation of wandering and rushing outside the smart home door. The most urgent thing at the moment.

First, the biggest need for smart home is smart security, not smart home appliances.

Why do consumers react to a variety of smart home appliances? First of all, many smart home products only add networking features, which do not cut the pain points of users. Secondly, most of the smart homes accepted at this stage are urban rich young people. For the middle-aged and elderly people, the new tricks are more cumbersome; after deducting most of the rural families in China, the market size is relatively narrow; once again, the renewal cycle of home appliance products is short, such as users just bought 4K TV, and it has become popular. Curved TV. In addition, many smart appliances have a limited opening rate. For example, people are watching TV less and less, and air purifiers are only turned on in smog weather.

In addition to smart home appliance manufacturers, smart homes of real estate developers, intelligent community O2O of property companies, artificial intelligence robots of Black Technology, and civil intelligent security have also laid out smart homes. The relatively mature smart security of technology and market has great potential in the smart home camp:

(1) Safety is the most primitive basic needs of every family. Whether it is in urban or rural areas, people are more willing to invest in security. The more wealthy people are, the more secure they are. In recent years, the intelligent security system for high-end residential buildings has Become one of the main selling points of developers selling real estate.

(2) According to the statistics of the Ministry of Public Security, the annual family losses caused by burglary are as high as 1.13 billion yuan. In particular, with the implementation of the policy of demolition of walls and the establishment of an open community, the rate of community theft and theft will increase, and the demand for smart security of urban families will be even stronger.

(3) People often do not easily replace security devices such as door locks, and the service life can be as long as 5 to 8 years. Due to concerns about the safety of family members and property, users are sensitive to the security level of smart security devices and networking messages.

In intelligent security equipment, access control, smart locks, cameras, etc. can be connected to Internet big data, cloud services, etc., to upgrade functional products to smart products. Due to the large number of family users, obvious strong demand and real pain points, and high-frequency use stickiness, intelligent security has become the first to detonate the smart home market.

Second, the smart home new continent is now, the smart lock entrepreneurship project welcomes spring

The door lock is the last barrier of security. Everyone goes in and out of the lock every day, but rarely pays attention to the lock itself. In the past, it was "a key to open a lock". However, the emergence of smart locks, people pass the proximity card, digital Passwords and fingerprints are unlocked. In particular, fingerprints are unique biometric passwords. They are widely used on locks, greatly improving the security and convenience of “unlocking”, making it easier to open a door like a fingerprint on an iPhone screen.

The smart lock makes the door more "modernized". For example, when the owner goes out, he does not have to repeatedly check whether he has forgotten the key; when he goes to work or in the field, he can check the family's entry and exit through the smart lock app; when viewing the relatives and friends through the visual camera, use The mobile phone can be unlocked remotely; the fingerprint password of multiple smart locks can also be managed on the APP; the rental house can automatically add or clear the tenant fingerprint without having to change the lock core; the fingerprints of the family can be stored in the “private cloud”, even the lock + APP+Cloud Service became an “Internet Lock” to control other smart home appliances.

According to statistics, European and American electronic locks account for 50% of civilian locks, and the penetration rate of Korean smart locks is 80%. The penetration rate of fingerprint wisdom in China is less than 2%. In China, about 350 million households, the number of fingerprint locks is increased by 5%. %, can bring 17.5 million sales, generating about 14 billion yuan of sales; huge market growth potential for internationally renowned fingerprint lock brands such as German Deschman, American Yale, Korean Samsung Such as speeding up the pace of grabbing the Chinese smart lock market.

It can be seen from the popularity of Baidu search that consumers' awareness and acceptance of smart locks are rising rapidly. Some smart lock projects have become "black horses" in the field of crowdfunding before they are unveiled: Cloud Smart Lock Crowd 1510 10,000, Schmander's Internet products Xiaoyun cloud smart lock has been crowdfunded nearly 20.52 million; set fingerprints, proximity cards, passwords and other unlocking methods in one must reach 1.64 million; the main use of WeChat control fingerprint lock Gill raised 542,000 and so on, and the broad mass base of smart locks is evident.

The capital market has also increased the investment tilt of smart lock projects. The well-known smart lock brands Dijir and Yale were acquired by the Swedish lock giant ASSA ABLOY, and the integration of industry resources was intensified. According to the report of 36æ°ª, Xiaoyunyun Smart Lock won the A round of RMB 123 million in March 2016, which exceeded Previously, the highest financing record of A-100 million sets created by the ultra-screen TV in the smart home field represents the trend that the breakthrough point of smart home is shifting from smart home appliances to smart security.

Compared with many other black technology products, smart locks are indeed rare "entry products": (1) fingerprint encryption, APP texting, cloud networking alarms make the security level of smart locks much higher than mechanical locks, finger fingerprints Instead of the traditional key, the product experience is more convenient; (2) smart lock with personal fingerprint as ID can connect other smart home hardware, pull the door magnet, window magnet, intelligent monitoring, intelligent light control, intelligent thermostat and smoke detector, The sales of smart home products such as automatic curtains not only have the heavy verticality necessary for the start-up of the startup company, but also have the potential of the ecological chain; (3) The replacement period of the smart lock is 5-8 years, which is the mutual exchange between many smart home products. Linkage, the formation of the family's Internet of Things for ample time.

Third, the home smart lock field is born, the unicorn company still needs to pass through three levels.

So far, there has not been a unicorn company in the smart home market. Investors have high hopes that smart locks can change the virtual home situation of smart homes. At the 2016 China Smart Home Innovation Summit, Deschman founder Zhu Zhiling once said that the smart lock detonated the smart home market must have four core factors, namely, the offline promotion model to promote the establishment of online and high-efficiency after-sales service system. The cost reduction brought by the scale effect and the huge consumption drivers of the decline in prices, socialization and emotional demand.

For the entrepreneurial team, the smart lock still has great challenges in product technology, supply chain, channel sales, after-sales service, etc. Whether the smart lock can finally reach thousands of households still needs to overcome the three difficulties of quality control, channels and services. .

Quality Control: Smart locks are more complex than ordinary mechanical locks. The lock factory, cloud service, fingerprint algorithm technology, APP program development, communication protocol, battery and other factors in the industry chain will affect the smart lock. Performance quality. At present, some small factories on the market have bought modules and assembled them in a hurry. In fact, as a mechatronics product, smart locks must have more than three years of process manufacturing experience to ensure the stability and precision of molds and accessories. Only by mass production can the marginal cost of smart locks be reduced and changed. At present, the price of smart locks remains high.