A few years ago, smart door locks were not common. Entering 2016, smart door locks have become a must-have product for many decoration companies and building materials markets. Through interviews with reporters in Beijing and surrounding building materials market, most of the brands known as “traditional†are relatively unfamiliar. Most of them are smart home locks based on smart home ecology launched by home appliances companies such as Samsung, Skyworth, Haier, Midea and Hisense. And the explosions brought by technology companies and entrepreneurial teams such as ZTE, LOOCK, Lenovo, and Nanjing IOT in the e-commerce channel. For smart door locks, the opportunity given by the Internet of Things era will subvert the door lock industry known as “hardware†and become an indispensable part of users opening smart homes.
Capital gathering giants are present
In the cross-border enterprises, Haier took the lead in the field of smart door locks based on the U+ smart home platform. Then, the home appliance giants such as Skyworth, Rongshida, TCL, and Midea launched the product. As an important part of family and community security, Hikvision, Dahua and other security giants will naturally not let go of the smart door lock cake, and have launched related products.
It is understood that as a home appliance giant, Haier is aiming at the security ecology when entering the game. Taking the home security scene as an example, the security alarm system will automatically arm after locking the door. Once the door lock is subjected to violent shackles or malicious cracking of the door opening password, the door The lock will be local alarmed and cannot be opened, and the relevant alarm graphic information will be sent to the household phone to provide the best protection for the user.
In the early days of the development of smart door locks, corporate views were also different. Zhang Xiaojun, director of Nanjing IOT Marketing, believes that there are many brands involved in smart door locks, and traditional manufacturers such as LAVO, Deschman, Bida, Yale, Dijir, Golden Finger, and Cadiz have launched smart doors. Locking projects, smart home companies such as IOT Sensing, Hikvision, and Chint Electric have also begun to develop smart door locks.
Home appliance companies have also been very active. According to Hu Zhaohui, the chairman of Skyworth Qunxin Security, the great advantage of Skyworth as a smart lock is that Chinese consumers have a high awareness and recognition of the Skyworth brand. At the same time, the lock itself is the earliest. The security products, Skyworth Qunxin Security has also been engaged in security business, and the accumulation and understanding of security technology is also a guarantee for smart lock business. He said: " Skyworth not only has channel advantages in the country, but also has incomparable service resources. Electronic locks need installation services, and the radius of after-sales service should be as close as possible to consumers, and it will respond quickly. This is the service advantage we already have. The company has given the Skyworth brand a high degree of trust, and we only need to do our best to make the products that consumers experience well."
At present, the average consumer knows very little about the smart door lock brand. Cai Ming, director of ZTE's intelligent door lock products, said that the brands that Chinese users know more are Yale and Samsung. Samsung does not have to say that Yale belongs to ASSA ABLOY, the world's largest lock group. He stressed: "Intelligent door locks are in the initial stage of domestic and foreign markets. At present, the fingerprint password lock popularity rate in the Korean market is relatively high. In the current situation of hardcover housing ratio increase, user demand increase, and consumption upgrade, the Chinese market is smart. The lock penetration rate is not high, but the annual growth rate exceeds 100%."
At present, there is almost no enterprise in the field of smart door locks that really carries out brand building. Zhao Jie, the head of Yunding Technology Market, who once set a record in Jingdong crowdfunding, said: "Most of the smart door lock companies are heavy sales and heavy channels, and rarely put brand building first, which gives us An opportunity has created the current deer."
The scale is gradually increasing
According to the latest data released by market research firm Statista, the size of China's smart home market in 2016 will be 40.34 billion yuan, and will reach 130 billion yuan by 2018, with an average annual compound growth rate of 48%. Although there are different ideas for the “central†of smart homes, the importance and strategic position of smart door locks is undisputed. At present, there are no more than 3% of households equipped with smart door locks in China. The huge and unexploded market is more appropriate to describe it as “the scale is getting bigger and the smoke is not availableâ€.
Zhao Jie believes that the current domestic market for door locks, including mechanical locks, is 10 billion yuan, but the proportion of households with smart door locks is very low. This proportion is more than 80% in Korea, and more than 50% in many countries in Europe and America. "This shows that the domestic smart door lock market is in strong demand and the growth rate will be very fast. Smart door locks are becoming one of the standard items in the new housing market every year. In the future, electronic locks including smart door locks will completely replace mechanical locks. "Our early focus on branded apartments (B-end market), as of 2016, Yunding Technology's LOOCK smart door locks in the apartment smart door lock market orders have exceeded 180 million yuan, providing 500,000 youth Service, industry market share accounted for about 60%, has become the largest provider of intelligent door locks in the country. In 2017, after we started to do the home market, the new product crowdfunding exceeded 13 million yuan."
The large scale of the market and the rapid growth have doubled the confidence of enterprises. Cai Ming believes that the penetration rate of domestic smart door locks is less than 1%, and most houses still use traditional mechanical locks. In this context, the competitors of the smart door lock brand are traditional mechanical locks, and the competition between the brands is not obvious. Smart door lock channels mainly focus on platforms such as integrators, real estate developers and e-commerce.
Obvious to the smart advantage
In the view of the respondents, the advantages of smart door locks are “more than countless†compared to traditional mechanical door locks. Zhang Xiaojun said that smart door locks can solve many problems that traditional door locks can't solve. Smart door locks have security predictive and emergency alarm functions, which shortens the time of harm and the probability of harm. In addition, the lock core and the circuit board of the smart door lock are relatively complicated and are not easily cracked, and the traditional door lock structure is simple, there are many ways to open, and the safety factor is low.
The most obvious difference in smart door locks is the liberation of the keys, adding fingerprints, passwords, and card opening methods based on traditional door locks. Zhao Jie said: "Intelligent door locks have added networking functions on the basis of electronic locks. Through the data transmission in the cloud, users can see the history of unlocking in real time, the reminder to the home after unlocking, and the telephone alarm when the door lock is blocked.
Cai Ming said that smart door locks can completely change people's habits of using door locks, and provide more convenient, safer and more rich application scenarios. He said: "The door lock is the entrance to the family. It is a product that users must use every day. The user is very sticky and the possibility of becoming a smart home entrance is very high."
In addition to the functions of various intelligent unlocking, Hu Zhaohui said: "Our products are mainly to bring convenience to users under the premise of safety. The biometric fingerprint verification of living organisms is enough to meet the requirements of safety, and can not over-emphasize the sense of science and technology. Next, it is the product property of the intelligent electronic lock that is convenient for users to open the door.†He emphasized that the lock is actually a product that is convenient for people to use. If too much complicated technology is used, the most important thing for consumer products is product quality and Experience. “Our products are based on the basic needs of consumers, not pseudo-intelligence and over-technicalization.â€
The hub is difficult to exist and just needs
Compared with many companies that have introduced some hardware items and claim to build a smart home control center, smart door lock companies are very calm. Zhang Xiaojun believes that smart door locks must first solve the power supply problem, so the possibility of becoming a control center is very small.
In the age of the Internet of Things, any smart device has the potential to become a smart home control center. Zhao Jie believes that the smart home control center needs to meet the requirements of the center in terms of product form and user usage habits. From the normal use logic, the user will only use the door lock when entering the door. "Of course, we are open to the data interconnection of the Internet of Things. The LOOCK smart door lock supports the opening of the API interface, so that the Luke smart door lock can link other smart devices, and everything is aimed at optimizing and satisfying users' usage." He said.
From a technical point of view, Cai Ming believes: "Intelligent door locks are not strictly connected to the power supply, have strict low power consumption requirements, and are not suitable for large-scale data processing as a control center. In addition, the physical position of the door lock is not in the house. In the middle, it is not suitable as a network center node. Therefore, the smart door lock is not suitable as a smart home control center.†He believes that the smart door lock should be linked with the camera and security equipment.
Although it can't be the home's control center, the door locks still exist as a requirement that needs to be selected by the user. Cai Ming said that the door lock is undoubtedly the need of every family. The additional intelligent properties and functions on the door lock cannot be said to be absolutely just needed, but can improve the experience of the door lock.
“It’s definitely just needed, and it’s a very good opportunity.†Zhao Jie believes that “many smart home manufacturers now mention “entryâ€, but in fact smart door locks are the first entry, as long as you need to enter the door. Unlocking, making the lock smart, can accurately know when the user goes home, when he leaves home, how long it takes to stay at home, etc. With this data, other smart home devices can be better called." It is the reason why many home appliance companies have entered the market and are recognized by consumers.
Sound standard focus security
Although the smart door locks stand on the air and become the darling of the smart family, there are still many problems. Hu Zhaohui said: "We can foresee that in the next period of time, the number of competitors in the smart door lock market will explode. The rapid increase of competitors will inevitably bring greater competitive pressure. So smart door locks The market will soon have a big reshuffle, and those speculative, unskilled, and quality products will inevitably be eliminated. I believe in the power of the brand."
Zhang Xiaojun believes that intelligent door locks need to be improved in terms of saving power supply system, safety of use, false alarm rate, appearance of door locks, and ease of installation of door locks. In addition, such as the "keyhole" of the door lock and other products and industry standards have to be unified. The person in charge of the smart home said: "The United States is involved in the industry soon, and is still in the exploration stage, mainly focusing on polishing products." In addition, Hu Zhaohui believes: "Smart locks can be used independently, and can also become an entry-level product for smart homes. To do smart locks requires relevant industry foundations as well as brand, technology, channels, services and other advantages. Although this market is not a good choice, as for the future, he said: "As an entry-level product, it can be extended to multiple The development of smart homes and smart communities is coming, but we need to continuously increase R&D investment and continuously enhance the technical level of smart locks. â€
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