Smart lock market is activated, companies must not ignore industry issues

Smart lock market is activated, companies must not ignore industry issues
  
In addition to traditional home appliances and IT companies such as Haier and Xiaomi, fingerprint locks have become a new outlet for the home industry. In the past, smart locks in China were mainly used in high-end hotels, apartments and villas, and the penetration rate of ordinary household users was less than 2%. The market share of smart locks in western developed countries is above 50%, and smart locks in Japan and South Korea account for more than 70% of civilian locks. The domestic lock industry has annual sales of more than 40 billion yuan and a production capacity of more than 2 billion sets. With the support of the national smart home, the smart lock market has also been activated. Smart lock companies should not neglect the three major challenges facing the industry while setting the market.
  
The first is that the biggest main demand for smart homes is “smart security” rather than “smart appliances”. Smart home was once tuned to the "living room economy", and many home 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 enhance the market share of smart phones and system use adhesion, in smart home The field often sees the active role of major mobile phone manufacturers.
  
However, the concept of smart home is very hot and the product is very dazzling, but consumers do not necessarily pay for it. At present, it is still impossible to truly reshape people's lifestyle in the home. The reason is that, first of all, many smart home products only add networking functions, which do not hit the user's needs; secondly, most of the smart homes accepted at this stage are big cities or young people with high living standards. For the people and the middle-aged and the elderly, the new pattern of the home may in turn be a burden of use; after deducting most of the average affordable housing, the market size is relatively small and narrow; furthermore, the renewal rate of the home appliances and the market renewal cycle are very Short, every month or two will launch new models or new features, such as users may have just bought a 4K TV, the consumer market immediately became popular with curved TV or 8K TV. At the same time, due to living habits, there are fewer and fewer opportunities to enjoy entertainment or multimedia at home. Many smart appliances have limited operating rates, as people watch TV less and less, and dehumidifiers only open in wet weather. The air purifier is only turned on when the PM2.5 is severe.
  
Secondly, the security appeal of intelligent security is becoming more and more important in smart homes. Intelligent security devices such as access control, various types of disaster prevention and anti-theft sensors, smart locks, cameras, etc. can be connected with Internet big data and cloud hosting. Services are connected to each other to upgrade functional products to smart products. Relatively speaking, smart home appliances have great potential for smart home applications and their advantages are obvious. These visible advantages are:
  
The first is that security systems have a large market for home users: security is the most primitive basic requirement of every family. Whether it is in urban or rural areas, people will be more willing to invest in security, and often the richer people are more afraid of death. Insecure, in recent years, some smart home security systems have become one of the promotional points for land or building developers to sell pre-sale houses.
  
The second is to emphasize the real needs of users and users: According to statistics, in 2015, the loss of households caused by theft of open doors in Taiwan was as high as 66,000. Especially in the absence of fenced independent homes and open-type communities, the rate of community theft and theft has increased, and the demand for smart security in urban homes has been more vigorous in recent years.
  
The third is habitual use habits: most people often do not easily replace theft locks and other anti-theft devices, the use cycle may take 5 to 8 years to be damaged or moved. However, if it is caused by the problem of personal and property safety, users will be more sensitive to the security and product quality requirements of smarter security devices and whether they can have networking functions, and they are willing to spend money on it. .
  
Finally, smart locks will become potential stocks of smart homes. Smart locks are different from mechanical locks and are unlocked by proximity cards, digital passwords, and fingerprints. Fingerprints are widely used as locks on people's unique biometric passwords, making it easier to open a door like a fingerprint on a mobile phone screen, greatly improving security and ease of use. Fingerprints don't have to worry about being stolen or copied, so they have higher security; they don't have to check repeatedly to forget whether to take the keys when they go out; they can check the family's entry and exit in the field by going to work or on a business trip; if you install a home camera at the same time, you can also View the access control situation, use the mobile phone to unlock the remotely; also manage the fingerprint password of multiple smart locks on the App; if there is a rental house, you can automatically add or clear the tenant fingerprint without having to replace the entire set of locks; especially the fingerprint of the family Can be stored on a self-built private cloud for easy access.
  
IMS has data showing that European and American electronic locks account for 50% of civilian locks, and the penetration rate of Korean smart locks is 80%. If the number of fingerprint locks is increased by 5%, it can bring 17.5 million sales to the world. About 14 billion yuan of sales; huge market growth potential for internationally renowned fingerprint smart lock brands such as Germany's Deschman, the United States' Yale, South Korea's Samsung, etc. have accelerated the pace of grabbing the smart lock market.
  
From the search heat of some e-commerce platforms, consumers' awareness and acceptance of smart locks are rapidly rising. Some smart locks have become the favorite in the group buying field before they are listed on the market. Smart locks such as proximity cards and passwords are being maddened on the e-commerce platform.
  
The use of smart locks also needs to overcome three major development challenges. At present, there is no single company in the smart home market. Investors have high hopes that smart locks can change the smart home market. Intelligent locks, this intelligent hardware still has great challenges in product technology, supply chain, pipeline sales, after-sales service, etc. In the end, whether it is necessary to overcome the three major problems of quality control, sales channels and after-sales service.
  
Quality control: Smart locks are more complicated than ordinary mechanical locks. The lock factory, cloud service provider, fingerprint algorithm technology, app program development, communication protocol, battery and so on will all affect the industry chain. The performance quality of smart locks. At present, some small factories in the market have bought modules and assembled them in a hurry. In fact, as a mechatronics product, smart locks require at least three years of process manufacturing experience to ensure the stability and precision of molds and accessories. Only by mass production can the cost of smart locks be reduced and changed. At present, the price of smart locks remains high. The intelligent lock has extremely high precision on the fingerprint algorithm. It is the key to unlocking the fingerprint while achieving the same high-precision algorithm. Since the storage, identification and update of fingerprints all depend on the “cloud service”, the “cloud” side becomes the hub of smart locks for remote unlocking, false alarms, door open message push, message record query and other intelligent functions, thus the cloud service provider. The choice must also be cautious.
  
The sales channel is the key: At present, most smart locks choose the form of e-commerce group purchase or direct sales on the network. This pure e-commerce model ignores the value of traditional channels. In order to achieve the rapid spread of smart locks in a short period of time, we should vigorously integrate the mature dealer channel resources of the offline industry. In the initial stage of market development, most consumers are still unfamiliar with smart locks. Installing smart locks is a rational decision for the family. It is difficult to be effective in online promotion and advertising promotion modes. Smart locks should be opened in direct-operated experience stores, or in cooperation with home building materials, hardware stores, mass-market store display stores, etc., to bring sales closer to the use of the live experience.
  
After-sales service: In different regional environments, smart locks have different standards for fire prevention, moisture resistance, rain protection, and anti-interference; smart locks vary in terms of user installation, such as the thickness of the security door needs to match. Not the same, install or repair smart locks
  
All need professional after-sales personnel on-site service. As the popularity of smart locks is the future trend, some new smart lock brands are emerging in the market. Regardless of the mass production capacity, huge capital investment is required in terms of service landing. At this point, lock companies starting from traditional enterprises will show comparative advantages. The offline O2O model will be more suitable for smart lock sales and services. For example, some electronic service platforms can be distributed online and then provided offline. The goods dealer or service personnel come to the door to provide after-sales service.
  
In the long run, the result of competition in the smart lock market will depend on the quality of the product supply chain and the offline service system. The stronger the foundation, the better the brand premium and the trust of home users; and the extension to other smart homes. When you have a stronger potential. Whether the smart lock can become a breakthrough for smart homes, and bear the key to get through the Internet of Things in the living room, and the final test of the market.

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