With the turmoil of the Internet of Things and smart homes, the concept of smart living has gradually entered people's lives. In smart home systems, smart door locks have unique application scenarios and integration spaces. With the wave of smart home industries, the development of smart door locks is amazing. According to institutional data, in 2016, the output value of China's lock industry reached 80 billion, of which the total output value of smart door locks will reach 8 billion, with an annual growth rate of over 40%. By 2017, the output value of smart door locks will exceed 10 billion mark, becoming an important application place for smart homes.
2017 smart door lock will exceed 10 billion into a smart home location
Faced with this huge market cake, both traditional mechanical lock manufacturers, smart homes, and smart hardware companies are eyeing, and many entrepreneurs are also pouring in. In 2015, there were only dozens of smart door lock brands on the market, and by 2016, nearly a thousand smart lock brands broke out, which shows the popularity of this industry.
First, from the smart door lock industry just needed
The rise of intelligent door locks is the result of the new development of the door lock industry. First of all, locks are the core components of home security. In most apartment-style rooms in China, smart door locks bear the responsibility of family safety and are important for family safety. A ring.
The intelligent door lock comes with buzzer alarm, visual intercom and other functions. It can also control the door lock through cloud technology to realize remote viewing of the door lock status. It can also remotely remind and alarm when encountering brute force. These functions are mechanical locks. Not available. Smart door lock merchants also seized the rigid demand of home security, and promoted it as a main selling point by "safer than mechanical locks".
In addition to security, convenience is another highlight of smart door locks. The smart lock is more intelligent in terms of user identification, security and management. In addition to the key, it can also be opened by password, fingerprint, iris recognition and other technologies. It is more convenient, and it also avoids the door lock and the key is locked outside the door. Hey. In addition, smart door locks can help merchants provide management convenience in markets such as apartments and hotels.
Most importantly, smart door locks are the entry product for the home and an important touch node for the entire smart home system. With the scale effect of smart door locks entering thousands of households, more and more community O2O and home services will be born, and a new business model will be born, forming an open family life service ecosystem.
Second, cut in from the B-end market, stand firm
There are two main market directions for smart door locks: ToB (enterprise market) and ToC (consumer market). Due to the difficulty in market education and promotion of C-end (home users), the emerging smart door lock companies are aiming at the B-end market with more purchases and intelligent management of door locks, especially hotels and Brand apartment market.
Among them, Yunding Company has aimed at the rental housing market with 70 million sets of market capacity, which has specially built the "Apartment Edition" of Dingxing security door locks, and is comfortable with the chain, Tujia, piglet short-term rental, eggshell apartment, magic flying Apartment, elephant home, connected home and other well-known long-term rental apartments cooperated to deepen the apartment door lock market.
With the rapid development of branded apartments, managers are also looking for more efficient management solutions to manage thousands of rooms with minimal manpower and time. In this case, the smart door lock becomes a good choice. "Ding staring South China's deputy general Huang Fangyuan said to the reporter of "Smart Product Circle". Ding staring smart door locks can realize the housekeeping control at the level of the IoT, reducing the manual participation of the housekeepers in the operation, centralized and real-time The management of room access, room status and other information can also enhance the interaction with the residents (such as payment reminders, etc.), which also makes Ding Jing favored by the brand apartment, it is expected to sales of 260,000 this year. The total sales volume exceeds 500 million yuan, covering 60% of the brand apartment market.
Yunyou Technology, which is invested by Xiaomi’s founder Lei Jun, chose the hotel market to cut in and launched an Internet of Things door lock platform based on its own HiSL wireless network to help the hotel better manage and solve the “flying listâ€. Pain problem. According to Yunge, at present, in the smart door lock market of the hotel industry, they have occupied most of the market, and they can enter the first echelon in the entire 2B smart door lock market.
At present, Dingxing, Yunyou and other smart door lock enterprises have already established a firm foothold in the toB market. In the future, they may cooperate with Ctrip and other enterprises to open up the commercial PMS system of OTA business hotels/apartments, and realize reservation, check-in, check-out, cleaning, etc. The process is automated, and a commercialized Internet smart door lock ecosystem is initially established.
Third, the C-end market is breaking out, products and services are the key
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%. 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.
But the expansion of the consumer-grade market for smart door locks is not a one-time move. Compared with the B-end, home users have higher requirements for safety and stability. However, the uneven quality of products and poor consumer experience are the main problems faced by smart door locks in market expansion. An unsatisfactory consumer experience will cause users to lose trust in smart locks. Therefore, for smart door lock companies, it is the key to win the product and ensure that the safety and reliability of the door lock will win in the future.
At the same time, for the door lock industry, the more critical is the 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. This is very different from other smart home products. If it is a home appliance such as TV air conditioner, it will be broken in the morning, and it will be fine in the afternoon or even after one week. But when the door lock fails, the consumer needs to solve the problem "immediately and immediately." This requires manufacturers to keep up with localized after-sales service and quickly solve problems such as installation and maintenance.
To this end, Ding Jing established a dedicated offline service team to ensure the "3 hours on-site" shortcut service. And Deschman's Xiaoyunyun Smart Lock is a unified training for the installers with the help of the mature "Worry-Free" service system accumulated for many years. When the customer reflects the door lock problem, the background can immediately determine the nearby repairman to ensure that it arrives within 2 hours for processing. In the initial 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. Manufacturers do not need to worry about selling products that are 2,000 kilometers away. This is a virtuous cycle and will be a new direction to change the after-sales service in the lock industry.
summary
The real value of the smart lock industry lies in its "inlet" potential that is vertically digging deep into the smart home. In the future, smart lock manufacturers will use smart lock product sales and after-sales installation services as the entry point to link with smart homes and connect O2O services to build a smart door lock ecosystem covering products, cloud security and offline O2O services. Eventually the value of the entrance to the smart door lock is released.
Article link: China Security Exhibition Network http://
Editor in charge: Sun Gongxue
Zhejiang Changxing Senda Bamboo & Wood Products Co.,Ltd , https://www.sendaflooring.com