It is said that in 2017, the keyword in the security field is the fastest, not the "smart lock". Xiaobian still remembers that at the end of last year, the number of "smart locks" was mentioned few times, but as soon as 2017 entered, "fingerprint lock", "smart lock", "facial recognition lock" "Wait a word like a rocket quickly." This year's Xiaobian heard the most is which security company is ready to invest in the smart lock market, or which smart lock company has invited a star to endorse, which company has recently released a number of new products, etc. The news is endless.
Xiao Bian's focus on the smart lock market stems from a former colleague. Not long ago, a colleague of Xiaobian resigned and started a business with a person to create a smart lock company. Because it is a start-up, it may be slightly lacking in the configuration of manpower, so I am looking for a small editor to help you modify a PPT for market analysis.
Xiao Bian also remembers some of the data analysis in the market analysis PPT. The report reads: There are about 460 million households in China, and China's urban population accounts for 49.8%. Therefore, the urban population is 230 million. According to the survey, 80% of urban households want to install smart locks. Therefore, they hope to install fingerprint locks. The family is about 185 million. Assuming that the price of each smart lock is 2,000 yuan, the market size of the fingerprint lock home user is about 370 billion. In addition, in addition to facing the home user market, smart locks and commercial markets such as long-term rental apartments, short-term rental apartments, hotels, developers, etc., these commercial markets add up to no less than 100 billion, so the market size of the entire smart lock is at least More than 500 billion. Seeing this set of data, Xiao Bian has to say that if the report data is true, then the smart lock is indeed a very huge market, and it is indeed worthwhile for many companies to compete.
Security giants have entered the smart lock market
Many manufacturers are optimistic about the huge development space of smart locks. The data shows that there were only a few hundred smart door lock brands in 2015. By 2016, there were more than one thousand smart door lock brands, and the market was from the initial ten Several companies, which have grown to the current thousands of enterprises, can not be described as spectacular. In 2017, the fingerprint lock market will usher in a larger outbreak. The first to intervene in the smart lock industry is actually the home appliance giant. First of all, Haier first entered the field of smart locks with U+ smart home platform. Then, Skyworth, Rongshida, TCL and other home appliance giants launched smart lock products. Subsequently, the security industry realized that the importance of smart locks for smart homes began to enter the smart lock market. The security giants such as Hikvision and Dahua shares led the field of advanced military smart locks, and later Huiruitong and other companies also announced their entry. Of course, there are also many big-name smart lock manufacturers such as Samsung, Deschman, and Yale participating in the competition.
First, is the smart lock really the entrance to the smart home?
Why suddenly, there are so many manufacturers full of confidence in the development of the smart lock market? In fact, one of these rumors played a big role. We all know that smart home is a huge piece of fat in front of many enterprises, but for various reasons, the development of smart home has been in a situation of “external heat and coldâ€. Many companies are looking for a breakthrough in the smart home market. Moreover, smart home has always been regarded as the living room economy, but the market proves that the previous judgment is wrong, the smart home needs to be the most important security, so the smart lock that plays the role of guarding the gate in the home security is considered to be the entrance of the smart home. Therefore, many companies have gradually turned their attention from the living room to the door lock.
So the question is, is the smart lock really the entrance to the smart home? In fact, smart door locks have limited computing power and connectivity, and the service threshold is high. It is difficult to achieve the required number of an entry platform, but for a single family, it is the physical entrance to the home. Some professionals said, "When someone walks into the house, the door lock can know who has entered, and tell other smart home devices in the house, according to the preset or self-setting brightness of the lights, what music to put, whether the curtains automatically open."
In summary, the smart door lock is only a physical entrance, and the role of the smart door lock for the intelligent home ecological construction is actually a relatively beautiful imagination.
Second, where is the real market for smart locks? Is the scale so big?
As mentioned in the previous article, when calculating the smart lock market, enterprises often divide the smart lock market into two aspects, one is the C-end market for home users, and the other is the B-end market for some hotels and rental houses. Then let's take a look at the analysis. Are these two really smart lock markets? And is the size of the market really estimated by the companies?
First of all, let's analyze the market where smart locks are placed on high-profile hotels and rental apartments. Simple analysis, we can find that smart locks are actually a pseudo-demand for hotels. We don't mention the authorization of smart locks on fingerprint recognition, face recognition, etc., just a hotel card-sweeping problem, which can make it absolutely great. Some hotels lose the power to use smart locks. After two or three decades of development, the hotel's credit card system has been very complete. For hotels, no card opening is an investment, but the added value is unpredictable, and the hotel will have a lot of resistance to investment. Other than the long-term rental market is indeed the smart lock just need the market, such as the developer market and the home user market, the hotel market, etc. are in the repetitive computing market, the special agency anti-theft market is a very small market. Therefore, the market for this part is far less optimistic than the smart lock company imagines.
Let’s take a look at the heavy market of smart locks, the home user market. The data says: “The total number of households in China is about 460 million, and the proportion of urban population in China is 49.8%. Therefore, the urban population is 230 million.†We can easily see There is a hypothesis in this part of the data that every household in China has a house. In fact, we all know that this assumption is not true. According to the latest chain research institute "Leasing Market Series Research Report", the proportion of rented population will exceed 30% at the national level, and that of first-tier cities will exceed 40%. The higher the price of a city, the higher the proportion should be in the future. In some cities, even more than 50% of people will rent a house. Therefore, there is double counting in this market and long-term rental market. Therefore, the market for home users is not as big as the smart lock enterprise imagines.
Third, is the smart lock market a virtual fire?
No, although the smart lock market is not as big as some smart lock companies imagine, there are indeed no small markets. 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, which means that users have a real need for smart locks. But we also have to see that from the dozens of companies in 2015 to the thousands of companies in 2016, the growth rate of smart lock companies is too fast, and according to professional analysis, 2017 is the smart lock. During the real outbreak period, the number of enterprises will not grow faster than 2016. We can foresee that in the next period of time, competitors in the smart lock market will enter a period of explosive growth. The rapidly growing competitors will inevitably bring about rapid increase in competition. So soon the smart lock will usher in a big reshuffle, and those who are speculative, have no technical content, and whose quality is not enough will be eliminated.
HC Security Network Summary
As one of the hottest markets in 2017 so far, the smart lock market is indeed a huge, tempting market with capital that allows countless giants to compete. Objectively speaking, the smart lock market is not a virtual fire, but it will burn a lot of unqualified competitors. Therefore, for enterprises, it is necessary to be cautious when entering the market. If it is not really extraordinary technology or the belief of the industry, Easy to enter a hot industry, because the hot industry will also be big waves, scouring unqualified competitors.
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