When it comes to the hottest smart products in 2017, smart door locks are undoubtedly one of them. In 2017, the smart door lock market has occupied the world in terms of market volume, development environment and technological breakthroughs. After the warm-up in 2015 and the run-up in 2016, the entire industry has officially entered the take-off phase. In this crucial 2017, what are the trends that the smart door lock industry has to pay attention to?
Trend 1. The smart door lock market is growing rapidly, and shipments will exceed 6 million units.
Since 2015, driven by capital and market, the smart door lock market has exploded at an alarming rate. According to statistics, in 2016, China's smart door lock shipments reached 2 million units, a year-on-year growth rate of more than 40%, and some experts predict that shipments will double in 2017, exceeding 6 million units.
This can also be verified from the rapid growth of fingerprint recognition module sales in this field: in 2015, the fingerprint identification module shipped about 1 million pieces in the field of smart door locks, and in 2016 reached 2 million pieces, and the 2017 order will be Up to 5 million pieces.
However, in terms of market share, the current leading companies such as Yunding, Asia Pacific Tianneng and Xiaoyu will be between 200,000 and 400,000, and their respective market shares will be only around 3-8%. A small brand has sporadically divided the market, and the entire market will remain fragmented.
Trend 2, thousands of locks gathered, the three camps of smart door locks began to form
With the rapid development of the smart door lock market, many traditional enterprises, entrepreneurs and cross-industry giants have poured into this industry. As of the beginning of 2017, the number of smart door lock brands in the country has reached thousands, and began to form three major camp:
1. The traditional door lock manufacturer camp, including the traditional lock manufacturer headed by Huitailong, Guli, Yajie, etc., due to the long-term manufacturing experience, it is better for the design of the lock mechanical parts and the quality control of the metal parts, but Software system research and development capabilities and system integration capabilities are not strong, generally sold in a single lock.
2. The emerging Internet door lock enterprise camp is represented by brands such as Dingxing, Yunyou, Xiaoyan and Guojia. They generally do not have the design and manufacturing capabilities of lock mechanical parts, but have very strong product planning, system design and software. Iterative ability, profitability will be more diversified, not only relying on the sales profit of single lock, more attention will be paid to the broader terminal customer portal and intelligent service derived from smart lock.
3, cross-industry manufacturers camp, including ZTE, Haier, Lenovo, Dahua, etc., such enterprises have strong capital strength, more emphasis on the ecological value of smart door locks as a smart home entrance, but also around this point for smart door lock industry layout.
Trend 3, the B-end market is still the main market, and competition tends to become hot
As far as the domestic smart door lock market is concerned, the B side is the main market for shipment. In 2016, shipments of smart door locks B accounted for more than 80% of total shipments. The substantial increase in sales of smart door locks in 2017 is largely dependent on large-scale purchases by B-end customers.
The customers facing the B-end market are mainly branded apartments, hotels, real estate developers and so on. Real estate projects have always been an important shipping channel for high-end door locks, as well as for emerging smart door locks.
For branded apartments and hotels, they have a strong demand for smart door locks that can increase the efficiency of large-scale management and reduce operating costs. Therefore, with the maturity of smart door lock technology, starting from the second half of 2015, in addition to the well-known brands such as the chain home, such as home and other well-known brand apartments, some second-tier city apartment operators have begun to adopt smart door lock solutions, smart door locks are gradually Become a standard on Internet apartments. To this end, in 2015, it was also called “the first year of apartment smart door lock†by people in the industry.
Naturally, the big cake in the B-end market has also attracted many manufacturers to rush into the game. In addition to the Internet door lock manufacturers such as Dingxing, Yunyou, Guojia, and Huhu, the Asia-Pacific Tianneng, Guli, Huitailong and other traditions Door lock manufacturers have also begun to get involved in this field, which has also made the competition in the entire market increasingly fierce. Â
Trend 4, the C-end market has great potential, and will gradually develop from 2018.
Compared with the current hot B-end market, smart door locks are not in the C-side (home user) market. According to statistics, at present, the number of households installing smart door locks in China is less than 3% of the total. In the shipment of smart door locks in 2016, the proportion of retail and e-commerce channels is only 20%. It can be seen that although the C-end market of China's smart door locks has great potential, it is still in the market's initial stage and remains to be tapped.
However, with the fiery concept of smart door locks in the past two years, many consumers have begun to understand this product. According to the survey, more than 85% of consumers have heard of smart locks, and more than 70% of young consumers have expressed their willingness to try smart locks. With the advent of the marriage boom in the 80s and 90s, the consumption habits of new home decoration and smart locks will gradually become popular, and the smart lock market is expected to usher in a spurt development in the next few years.
On the other hand, due to the huge market size of the C-end, many smart door lock brands will inevitably aim at this market. Some experts predict that starting from 2018, the new development of the smart door lock industry will gradually shift to the C market and the retail market. At that time, in order to open up and seize the market as soon as possible, the intelligent door lock brand will inevitably provide a cost-effective door lock product for the market pain point of high price. When the market gap is opened, geometric growth will follow.
Trend 5, the value of smart entrance is prominent, and the door lock-home system linkage scheme will become a hot spot
In the era of the Internet of Things, smart door locks no longer only stop at the basic functions of fingerprint unlocking and password unlocking, but as a smart home entrance, so that the family's lifestyle is from simple to simple, and in addition to protecting family and property security, It also brings a more comfortable and smart home experience to users. This is also the reason why giants such as ZTE, Haier, Lenovo and Dahua have been involved in this field.
As an important place for smart security and smart home industry, intelligent door locks will bring rich smart home experience scenes to users through linkage with other smart home products. Take Haier U-home cloud lock as an example. In Haier's smart home system solution, Haier Yunsuo will be used as an entrance to connect all the smart life scenes such as family security, community security, entertainment and life, and connect family and community. Lian, U+ five ecological resources and community public service resources are fully integrated to open up community residents' home security, smart home applications, online shopping, housekeeping services, takeaway orders, appliance repair, one-stop property security services, neighborhood socialization, etc. The IoT channel of the whole life scene provides the necessary conditions for building a smart community.
Driven by the concept of smart home entrance, the door lock-home system linkage program has become a hot spot in the industry. In addition to Haier, Nanjing IOT, Ou Ruibo, spotted cats and other companies have launched their own door locks - family System linkage program, Ali Xiaozhi, Jingdong Weilian and other hardware system integration platforms also incorporate smart door locks into their ecosystem. This will also greatly accelerate the landing of the intelligent door lock docking "everything interconnect".
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