As a smart home window-level category and an introductory guide for users to pursue intelligent life, smart door locks are popular in people's field of vision, and development seems to be entering the fast lane more and more, and will soon become a transformational jump in the door lock industry. Up to now, China's smart door lock industry has more than 1,300 production enterprises, nearly 2,800 brands, not only the traditional door lock manufacturers, but also Haier, Midea, TCL in home appliances, Dahua, Haikang in security, Lenovo, Ziguang in IT, ZTE in ICT, 360 in the Internet and other cross-border players competed to join. Investors are eager to try, brand owners are full of enthusiasm, but, just like the goose feathers in front of the avalanche, the hidden problems are intriguing.
The more prosperous, the more chaotic
The people who enter the game, the number of people must be mixed, the hand is bound to be mixed.
The swarming entrepreneurs have created a dynamic scene in the smart door lock industry, but the appearance has always been temporary, and it is never the quantity but the quality that determines whether the industry is prosperous or not. The smart door locks that have just entered the threshold of the Internet of Things (IOT) seem to be unprecedentedly prosperous, but the industry camps with growing blowouts are all kinds of problems. Xiaoxiang Finance believes that smart door locks are blocking themselves, mainly in the following three phenomena.
First, small workshops, the quality of the products is worrying
The biggest paradox in the smart door lock industry is the "small black box" incident in May this year. It is understood that the "creator" of the "small black box" is the owner of a smart lock company, frankly "making" at the Yongkang Expo. "Things" is the real "kick-in", the industry is in urgent need of rectification, and finally the industry itself can't stand it anymore; in August, the news broke out that a reporter made a 3D fake fingerprint mold of clay plastic clay on the scene of the Internet conference, successfully unlocked. The fingerprint lock of the experimenter. At present, the State Administration of Market Supervision is conducting a spot check on the quality of electronic door lock products. The key spot checks are the frequent occurrence of smart door locks—information protection, damage defense, alarm function and lock cylinder quality. It is the "weakness" of the "small workshops".
More than one hundred years of industrial history, the technical iteration, product evolution, the function and significance of the door latching, the "small workshop" flying in the market does not have legal and complete production testing equipment and R & D personnel. Interest-oriented and even standing in the wind, lost the direction, the future of smart door locks is worrying.
First, homogenization competition, there are still few developers
According to the survey, almost 100% of the smart door lock industry consists of channel distributors, manufacturers and upstream suppliers. Only a small number of suppliers supply core components such as lock cylinders, fingerprint sensors and chips. Due to technical development bottlenecks and research and development costs and other constraints, most of the smart door locks on the market are produced by manufacturers such as Shunde and Nanhai. The control switches are mainly through WiFi, ZigBee, Bluetooth, infrared and other technologies. In the lock market, under the huge potential environment, it has the "single weapon" to emerge and survive for a long time.
In fact, not only the door locks, almost all the functions of smart home products are temporarily fixed in connection with other product switches, monitoring the home environment, voice communication and other functions through the terminal APP, and the door lock is more attractive as an entry-level product. note. Brand developers who have been researching and developing hollowness and relying only on listed production are doing homogenization all the time. Imitation has become the norm, and there are still few application developers driven around smart door locks.
Source: Jingdong website commodity parameter interface
Second, "porridge is less and more", the status quo of product surplus is rigid
“Rough branding†is the label that the big multimedia puts on the status quo of the smart door lock industry, and the market homogenization tends to be fragmented.
The market rules are vague and the head brand is not clear, but the growth rate of the manufacturers is still amazed. According to statistics, the penetration rate of smart locks in China is only about 5%. According to the data of Shengsheng Electronics, the market share of smart door locks with a large sales volume in the market is only 2-5%. Therefore, although the sales volume reached 8 million sets in 2017, it was collectively divided by more than 2,000 companies. On average, it was only 4,000 sets per household. The largest share will not exceed 400,000 sets/year. The domestic smart lock market is fragmented and users use it. The rate is only covered, although it has improved a lot since 16 years, but it is still serious. The current situation of product surplus has rigidified the supply and demand market to a certain extent.
China's smart lock industry industry scale forecast (10,000 sets)
Stopping and “runningâ€, the brand merchants finally go to self-seal
The current prosperity of smart door locks seems to be a "daydream", and the scene of the plagiarism of smartphones in the past is strikingly similar. The collective collapse of the moment seems to be only one iPhone's snowflake as an avalanche fuze. Why does the intelligent door lock go to the dangerous edge? The Xiaoxiang Finance Research found that there are several reasons:
First, the immediate interests drive, the basic quality is ignored.
Smart door locks seem to be sitting in a huge consumer market, with large profit margins and new products, but in view of the bottleneck of research and development costs, almost all manufacturers follow the superposition of security functions, and use the safe and reliable flag to “abduct†consumption. Those who are even more serious about cutting corners, and finally rushed to escape in the "small black box" and consumers.
Last month, an author of the mobile phone China published a complaint letter because the power of the smart door lock in the rental house was wrong, the password prompt expired, and the mechanical key was missing. After the consultation, the housekeeper said that no key has been destroyed, and the maintenance personnel said that the battery was dead.
By relying solely on password authority to manage rental housing, the cost of management and operation can be greatly reduced, and the problem that the mechanical lock key is not recovered in time and the lock is changed, but the security problem becomes an accessory. The products that cut corners and the after-sales service of the gags, the traditional track that can't jump out of the door lock, the brand dealers who have no practical advantage to seize the market, can't win the "heart" of the consumers, and stand on the Kodak, who is caught in the throat by fate. There is no difference between NOKIA.
Second, the entry barrier is low, and the "small business hawkers" are not guilty.
The threshold of the intelligent door lock industry is undecided, the supervision is not online, and many speculators take advantage of it and the brand is gradually losing standards.
It is understood that in 2016, the former AQSIQ conducted spot checks on smart door locks in Zhejiang, Jiangsu, Henan and other provinces, and found that 15 batches of products were not up to standard, and the rate of unqualified products was 16.67%. In July this year, the provincial quality supervision bureau Production of the smart door lock manufacturing province, which accounts for 65% of the country's smart door lock manufacturing industry, carries out related risk monitoring. The results show that about 1/10 of the test products have problems, among which "the locks that can be easily opened are mainly three products." In addition, the mainstream products in the industry have also begun to lose the principle and become a problem product. The brand has become a “small traderâ€. In May this year, Nandu Identification Evaluation Lab commissioned Weikai Testing Technology Co., Ltd. to market 20 mainstream smart door lock brand products. Tested, some test results are as follows:
Nandu appraisal evaluation laboratory "Intelligent door lock evaluation test report"
Third, the security problem becomes "hard", and consumers do not buy it.
This year's "2018 China Smart Lock Consumer White Paper" shows that although the demand for door locks is extremely strong, China's current penetration rate is only about 5%, and it is mainly concentrated in first- and second-tier cities, with more than 20% of consumers not listening. Having said smart locks, 15.5% of users are using or planning to switch to smart locks. Although smart door locks have entered the consumer's field of vision, they are still an emerging industry, and consumers' perception of door locks is still weak.
The "small black box" incident has drawn people's hearts. The essential security problem has become the pain point of the door lock market, and the original intentional consumers are also discouraged. Not only that, the installation procedure of the smart door lock is complicated, and the door lock fusion has no unified standard. The difficulty of after-sales service, the low performance of some door locks and the problem of poor battery life also affect the consumer's subjective intention of smart door locks. Consumers' awareness of consumption is to be educated. However, smart door locks can't do their own "job work", and consumers who pursue more "smart" will not buy it.
The original brand of the intelligent door lock industry is to compete for the "entrance" of smart homes, to seize the favorable opportunities, but accidentally became a "small workshop" standing on the "window". Right now, the smart door lock closes the self, the throat of destiny needs power to rescue, when the fuze appears, the seal is released or the avalanche is caused, which is really expected.
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