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2019 "King of the New Economy" Annual Enterprise List is released, Deschmann won the "King of AIOT"
2019 "King of the New Economy" Annual Enterprise List is released, Deschmann won the "King of AIOT"
On the evening of November 20, 36 Krypton officially released the 2019 "King of New Economy" annual enterprise frontier technology list. As a leader in the smart lock industry and one of the national security department's electronic security lock industry standard setting units, Deschmann Among the smart lock brands, it stands out as the "king of AIOT in the frontier technology field".
Time of issue : 2020-03-24 09:12:11
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On the evening of November 20, 36 Krypton officially released the 2019 "King of New Economy" annual enterprise frontier technology list. As a leader in the smart lock industry and one of the national security department's electronic security lock industry standard setting units, Deschmann Among the smart lock brands, it stands out as the "king of AIOT in the frontier technology field".

Hundred billions of smart lock market has not arrived yet, some companies have been exhausted

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  • Time of issue:2019-11-17
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(Summary description)Smart lock 100 billion cake is undoubted

Hundred billions of smart lock market has not arrived yet, some companies have been exhausted

(Summary description)Smart lock 100 billion cake is undoubted

  • Categories:Industry News
  • Author:
  • Origin:
  • Time of issue:2019-11-17
  • Views:0
Information
Smart lock 100 billion cake is undoubted

Relevant data shows that the current penetration rate of smart locks in China is still far below 10%, so according to the country ’s 1.3 billion people and 350 million households, if every household installs a smart lock, this is a very large Market; if combined with commercial areas such as long-term and short-term rental apartments and offices, the smart lock market is indeed a huge cake.

Therefore, the market scale of hundreds of billions in the smart lock industry is an indisputable fact. Based on this judgment, it has attracted giants in various industries such as home appliances, security, lighting, Internet, IT, and communications to cross the field of smart locks. It is also because of the joining of cross-border giants in various industries that further strengthens the confidence of smart lock people.

At the same time, since China's smart lock industry is still in the early stages of market popularization and cultivation, from the psychological level of consumers, smart locks are still an optional non-rigid product, and there is no so-called brand recognition. Cultivating product awareness and brand awareness at the mental level is a problem faced by most smart lock brands.

But for most smart lock companies, this is a challenge and an opportunity, because everyone is standing on the same starting line, and the winner is the last one who laughs.

Why has the 100 billion market not arrived?

Since everyone firmly believes that the smart lock industry will be a 100 billion market, why is it not so popular as smart speakers? In my opinion, there are three main reasons:

First, the industry is hot, the market is tepid, most of the shipments are concentrated on the B end, and the C end is terrible. From the current point of view, the smart lock industry seems to be very hot, but in fact it is caused by the influx of cross-border brands from various industries, the market is far from the extent of the real explosion, most consumers are still watching, and the terminal market is in Tepid state.

The reason why the shipment of the smart lock industry is concentrated on the B end is because with the arrival of the era of fine decoration, more and more developers use smart locks as the standard for real estate in order to increase the added value of the real estate. From a survey data in 2015, we can see that the proportion of real estate developers headed by Vanke among the top 50 real estate companies has reached 36.20%, followed by Poly Real Estate with a proportion of 10.50%. I believe that future intelligence The configuration rate of the home in the hardcover room must only increase, and the smart lock is an indispensable part of the smart home. In addition, long-term and short-term rental apartments are also a very large stock market.

The reason why the C terminal is terrible is based on the "2018 China Smart Lock Distributor Survival Survey Report" made by "Door Lock World" at the beginning of the year. The survey found that the average monthly sales of 71% of dealers are less than 30 sets, and 12% The average monthly sales of the dealers are between 30-50 sets, 9% of the average monthly sales are between 50-100 sets; only 8% of the average monthly sales are more than 100 sets. This shows that more than 70% of dealers are still in a state of loss. This also reflects the bleak picture of the C-end market, because most distributors are directly facing the C-end market.

Second, the smart lock is not a fast-moving consumer product, nor is it just a product that needs it. It is destined to be a slow-heating industry. The idea of ​​fast food does not work in the smart industry. In the era of mechanical locks, locks are developed with trademarked products, so at the user's mental level, locks do not need to be purchased separately. Only when the lock fails or the key is lost, will you think of buying or replacing a new lock . Importantly, although the lock is a high-frequency product, it is a durable product, so users are not as concerned about it as mobile phones and smart speakers.

Therefore, the same is true for smart locks. Consumers are not just a product in need. It is destined to be a slow-heating industry. Enterprises and distributors who only want to eat fast food will inevitably encounter "one nose." However, the extension of smart locks to home security may be a good way out. Packing and selling smart locks with smart doorbells, smart cat eyes, and cameras may be a good way out.

Third, the information is asymmetric, and consumers know very little about smart locks. Although information is interoperable and transparent in the Internet era, smart locks are a niche industry. For users, they usually pay less attention, so their awareness of smart locks is very low. Therefore, consumers are easily affected by negative news such as small black boxes and hacking attacks. In addition, because the smart lock is a product of a combination of machinery and electronics, consumers are more worried that the smart lock will affect their own lives due to quality and stability issues.

Smart lock industry has passed the investment period?

For dealers, as long as they can stand the loneliness, they will endure the cold winter and welcome the spring blossoms. Especially in the downturn of the industry, distributors do not matter how to expand, but how to develop steadily and occupy the market step by step.

And for those who want to join the smart lock business, if they do too early, they will die, if they do too late, they will die. In fact, anyone familiar with the smart lock industry knows that China's smart lock industry can be traced back to the 1980s. At that time, many smart lock companies that learned from South Korea's experience and products did appear, but many have become martyrs, so there are some Things will die if done too early.

Around 2014 is the investment period of China's smart lock industry. At present, most enterprises with certain reputation and influence in the industry and market are mostly established during the period of 2009-2015. From 2016 to 2018, although many emerging brands have also entered, they have lost market opportunities. Without strong capital as support, it is difficult to set off waves in the market.

Therefore, some things will not only die if done early, but also die if done late. In the current more than 3,000 brands, after a round of incentive shuffling, at least 80% of the brands must die. Therefore, in the era when the reshuffle period and the tuyere period coexist, it is difficult to enter the smart lock industry, and it is more difficult to survive.

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