From ZTE, Haier, Haikang, Skyworth and other giants have entered the army to see the development status and trend of the smart lock industry

With the improvement of people's living standards, people pay attention to safety precautions. Smart locks have become the best choice for people to upgrade their door locks. At the same time, with the maturity and development of smart home and Internet of Things technologies, major enterprises have rushed to the beach. Lock the market, taking the smart lock as the entrance to seize the smart home market share. Therefore, Haier, ZTE, Skyworth and other traditional home appliance companies, Dahua, Hikvision and other security companies, fruit plus, stare and other companies that use Internet thinking to lock, coupled with traditional lock hardware companies, smart lock market has formed The heroes are fighting for hegemony, and the situation of the Warring States is divided into different parts of the world. Then, the marching horses of various military horses, who can finally enter the Central Plains (market), become the overlord? What are the difficulties that the market will face? The following is the current status of the industry summarized by Xiaobian:

The heroes fight for hegemony, who is ups and downs

On November 30th, ZTE and Jingdong held a smart door lock crowdfunding conference at the Jingdong headquarters of the Yizhuang Economic Development Zone in Beijing. In fact, as early as September 2016, ZTE held a smart home strategy conference and proposed a smart home strategy of “single product, open and integrated”. The core idea is to achieve breakthroughs in product products, product and industry influence based on single product accumulation, attract developers and eco-chain partners, or foster more potential eco-chain partners through investment incubation. Work together to create a smart home ecosystem. Thus complete the single product to open, open to integration, and then to the closed loop of the single product.

Let's take a look at Haier. Haier has already deployed smart homes earlier. Its U-home smart home platform can be said to be China's most complete smart home system, so he naturally will not give up smart locks. According to its official website, its products are not only featured in its model HL-22PF3, but although it is not its original function, Romans has already produced a smart lock that can be automatically locked. Other features are not featured. .

Hikvision and Dahua are the two largest security companies in China. Their advantage is in the field of video surveillance. Therefore, the two companies want to monitor the entry point, develop smart security and then go to smart home, and finally classify the smart lock as An important item in the enterprise smart home.

At this year's Beijing Security Exhibition, Skyworth, a manufacturer known for its TV production, also exhibited its smart lock products and smart home products.

In summary, the number of enterprises entering the smart lock industry is constantly increasing. Traditional enterprises are faced with large enterprises and emerging companies (such as staring, fruit, etc.). However, the advantage of traditional enterprises lies in the production, how to make production, quality and appearance good, traditional enterprises still have hope.

Can Internet thinking make a lock?

“Over 2 million shipments in 2 years and 10 million households in 6 years, leading the global smart door lock market.” Ding Jing smart CEO Chen Bin announced the medium and long-term development goals, which at the same time announced the acquisition of Fosun Kunzhong tens of millions of RMB After the B round of financing, it seems more emboldened.

Not to be outdone. On July 5th, the Internet smart lock brand Guojia held a media conference in Beijing, and the household lock fruit plus generation (F1) product was officially unveiled at the press conference. Mr. Duan Fanghua, the founder and CEO of Guojia, and Mr. Zhao Yongbo, the head of the fruit marketing center, introduced the development process of Guojia to the guests present, and demonstrated the function of the intelligent smart door lock on the scene. Together, they felt the wisdom and condensation and powerful technology. power. At the press conference, Ms. Duan Fanghua announced that the F1 home lock will be officially launched on July 6th in Jingdong Crowdfunding, which will kick off the expansion of the fruit market from the B-end market to the C-end market.

Chen Bin, who is close to Dingxing Intelligent CEO, knows that he worked for Baidu and is a high school student at Tsinghua University. Therefore, they are good at applying Internet thinking, and at the same time they are more adept at playing financing. Several electronic locks can obtain tens of millions of dollars in financing and smash industry colleagues. However, the use of Internet thinking to create momentum has indeed gained a lot of popularity, but the goal is still far. Therefore, from the current situation, Internet thinking has not been widely used by industry colleagues, and the effect has not yet reached expectations, but the Internet is the future development trend, and enterprises in the smart lock industry cannot ignore it.

Is the apartment smart lock a new blue ocean?

There should not be many people calling it "Xiaomi" apartment now. Imagine that some housing companies are also enough. When Lei Jun invested in YOU+, the name of his apartment was changed to "Millet Apartment", which shows his brand marketing skills. As a branded apartment invested by Lei Jun, the supporting facilities of intelligent hardware are indispensable. In addition to the smart door lock, YUO+ is also equipped with a smart meter.

On May 10th, the chain's O2O long-rental apartment brand “Freedom Friends” announced its independence and established Beijing Freedom Life Asset Management Co., Ltd. At present, the company has opened branches in Beijing, Shanghai and Shenzhen, and manages about 200,000 houses and 7 apartments. The total assets are more than 180 billion and the total number of customers is 500,000. It is the largest brand apartment. Freely using smart door locks, there is a home 3.0 - intelligent technology, such as shadow with smart door lock: touch sensing, low voltage alarm, remote password, O2O: online and offline, enjoy freely anytime, anywhere. This shows that the apartment smart lock market is huge.

Recently, Dingxing has reached a strategic cooperation with the long-rental apartment brands under the chain, and provides a door lock management platform exclusively for free. According to Chen Bin, founder of Dingxing, the first batch of smart door locks have been delivered in the near future. After one year of product polishing, Ding will also force the family and apartment market at the same time, in the long-term and short-rental apartment chain, free of charge, small family, small Well-known enterprises such as pig short-term rentals have cooperated with Dingxing to launch door locks and platforms. The value of signing orders within 3 months after the launch of Dingxing security door lock and management platform has exceeded 30 million.

Another smart lock company that specializes in long-term rental apartments, as the smart door lock enterprise in the smart door lock industry of the hotel apartment, is a smart door lock for renting houses and apartments. Fruit addition in the field of apartment rental housing is highly sought after.

The same is a smart lock, the core of the smart lock is "convenient", can be opened by key, password, fingerprint identification, while the positioning is safe, the unlocking method cancels the fingerprint recognition and adds the combination mode of Bluetooth and APP to unlock. All this is explained: fingerprint recognition is not as safe as it is imagined. We touch a lot of objects every day, touch the steering wheel while driving, touch the keyboard when we hit the computer, the risk of our fingerprint leakage is Quite high.

In summary, with the advancement of urbanization and the prevalence of the north and the wide drift, the apartment smart lock will be a market that cannot be ignored.

If you play with a bad crowdfunding, can you play again?

Recently, crowdfunding is very hot, and all walks of life are keen on crowdfunding, and the smart lock industry is no exception. According to the author's knowledge, the best crowdfunding effect in the smart lock industry is Deschman's crowdfunding, more than 20 million in 30 days; followed by Manshen more than 10 million; Cadiz later came to the same, also entered the club of 10 million; as of now ZTE smart locks have also passed 10 million.

A few happy couples. The above are more successful crowdfunding companies, there are many corporate brands that follow the crowdfunding, such as Bida, only 1.5 million, AUTOFIT intelligent electronic lock more than 1.5 million, Jusen smart lock more than 1.1 million, 90,000 miles of intelligence The lock is only over 80,000...

There are also many smart lock brands that are less than 100,000. In fact, there are voices in the industry. Many companies look at the crowdfunding data and spend money on the crowdfunding platform. Therefore, crowdfunding can't just look at the glamorous and bright surface.

Today's crowdfunding has been broken, but many companies are also keen on crowdfunding, the purpose is to attract consumers' attention and create momentum for marketing, but few companies succeed in the smart lock industry. Therefore, crowdfunding must be raised and cherished.

What are the difficulties faced by the smart lock industry?

First, homogenization. At present, the smart lock products on the market are similar, except that the password is + fingerprint + swipe, and the higher the price is the face recognition lock. In appearance, it is difficult to distinguish the differences between different brands. However, the products sold well in the market are often products with special functions, such as the touch lock of Youdis, you can unlock them by touching them, do not swipe your cards or enter fingerprints, and then like the small smart lock of Romans. The biggest feature is that it can be locked automatically.

Second, low price competition. At the Beijing Expo in March, the author saw that some manufacturers had a smart lock of 199 yuan; at the Guangzhou Construction Expo, I saw a brand hit a smart lock of 299 yuan. Some insiders have questioned whether such a low price can recover the cost, and even if the cost is recovered, how can the quality of the product be guaranteed.

Third, the price of good products is high. The author believes that the price range that consumers can introduce should be between 1000 and 2000. At present, most of the products with good quality and good stability on the market are more than 3,000 yuan or even tens of thousands. Therefore, the price factor has hindered the entry of smart locks into thousands of households.

Fourth, the service is not in place. At present, many smart lock companies only pay for shipping, but ignore the after-sales and services. Many consumers often find it difficult to get timely maintenance or technical support after a product problem, thus affecting the development of the smart lock industry. The third-party service platform that was founded less than a year ago - Lock Tradelink APP just met the needs of various manufacturers for installation and after-sales service, and now the business development is very good.