A set of smart door locks, "Hidden combat" Samsung Haier and more than 1,300 companies involved in smart locks

[Introduction] In 2018, the "dark battle" of smart door locks has only just begun. More than 1,300 companies are involved in smart door locks. More than 3,000 brands include Samsung, Haier, Lenovo and Xiaomi!

“The original password is still valid. You can leave the house without a key.” Aunt Li, who lives in the west of the city, recently moved home. The new home is a traditional lock. He must bring a key when she leaves the house. This makes her unaccustomed to forgetting to bring her keys. .

In Hangzhou Qiutao Road Jiahaojia building materials market, different brands of smart door locks such as Desiman, Haibeisi, Huitailong, and Panasonic are placed in a conspicuous position by the dealers. It seems that the smart lock has become a furniture and building materials market. The "explosive models".

The smart home entrance battle has a long history. The router, cell phone, door lock and stereo are the ones who have the greatest chance. In fact, smart door locks have “flipped into the homes of ordinary people”, which hides a long industrial chain behind the door locks: Chips, new materials, semiconductors, biometrics, software development...

In 2018, the "dark battle" of smart door locks has only just begun.

Smart lock competition for "smart home entrance"

In the past few days, Luo Xiaoming is busy laying out new channels and developing new smart door lock products. "Since last year's entry into the smart door lock line, our sales reached 1.7 million yuan by the end of the year. This market is very large and is still in its infancy."

Luo Xiaoming is the person in charge of Hongyan’s Smart Home Appliances. What he calls a smart door lock, unlike a typical fingerprint door lock or combination lock, is a smart door lock that connects all smart homes in the home, such as TVs, air conditioners, and curtains. , water heaters, etc., "The door lock is a home entrance, as long as you have a home product you want to connect, you can connect."

Visiting the major home building materials market in Hangzhou is not difficult to find, smart door locks have gradually become the "big models" of the major home brands. For example, in the Eurasian home market, a Panasonic brand smart door lock with a price of 2,100 yuan can be unlocked by fingerprint or unlocked by a password, or unlocked by a mobile phone APP. The zinc alloy panel and glass touch screen design are simple and elegant.

And in a nearby grocery store, the price of unknown products is only 800 yuan. "The price of smart door locks varies greatly, ranging from a few hundred yuan to more than 6,000 yuan. Apart from brands, the main difference is material. Stainless steel, zinc alloy, and pure copper have a large gap," said the clerk.

In an interview, the reporter found that there are traditional lock companies such as Desiman, Haibeisi, and Huitailong in the smart lock industry, as well as cross-border enterprises such as Dahua, Haikang, and Hongyan Electric, and even many Internet companies have entered the industry. For example, Luke, a subsidiary of Xiaomi Eco-chain, is a new brand. All kinds of signs indicate that smart door locks have become the "smart home entrance" that giants compete for.

This is not hard to understand. In recent years, smart homes have become increasingly popular. Major home and home appliance brands are in the dark of the “smart home entrance.” They all want to become integrated ports for smart homes, and door locks, as the first line of defense to enter the home, naturally enter. The industry.

A "smart door lock" after the industrial chain

Not long ago, the “2017 China Smart Lock Application and Development White Paper” jointly published by Alibaba Cloud, Desiman, Huitai Dragon, and DPLS lab laboratories showed that the 2016 smart door lock retail market shipments in China were 1.8 million units, accounting for 50% of the overall market; in 2017 it reached 3.5 million units. The online market accounts for the vast majority.

Jiang Weiguo is optimistic about this industry. After he left the customer control information, he found Guangdong Zhongshan Zhongshi smart door lock manufacturer and started the offline agency in Zhejiang. At present, the brand's sales in the Zhejiang market are growing rapidly.

The selection of a Zhongshan manufacturer as a partner is not without reason. From the current point of view, the “four major production bases” of China’s intelligent door locks are mainly concentrated in Zhongshan, Shenzhen, Zhejiang Province, Zhejiang Yongkang and Wenzhou. “People who understand the market know that Yongkang and Wenzhou’s product quality is not high, nor is the industry order. Specifications.” Jiang Weiguo said.

In fact, the smart heat of smart door locks began in 2015. After several years of development, smart door locks not only ushered in a period of rapid growth, but also formed a complete industrial chain, including accessories and technical support. , panel design, foundries, distributors and other links. Some subdivisions include panels, locks, semiconductors, circuit boards (chips), password keys, communication modules, and data security modules.

Every module has risen to some industry giants. For example, Hangzhou Haoyuan Data Security Technology Co., Ltd., which is based on fingerprint identification, mobile device fingerprint security, wearable security platform, two-dimensional code identification, encryption and decryption technology, and network security system, is currently used in many smart door locks. On its data module.

A great opportunity under the "pseudo intelligence" chaos

Although entering the smart lock industry is not a long time, but the stand-alone version of the fingerprint lock industry, Hongyan Electric has been deeply plowing for many years, and stayed firmly in the country's "second tier" fingerprint lock. Luo Xiaoming said: "The promotion of smart door locks is still difficult. On the one hand, there is a process of consumers being 'educated'. On the other hand, not every piece of furniture is suitable for smart."

For example, he also said that security products do not require smart links, because when there is someone at home, security devices do not need to be enabled at all, only after the door is locked.

At present, there are more than 1,300 companies in the country that have been involved in smart door locks. There are more than 3,000 brand categories, including Samsung, Haier, Lenovo, and other giants, but they are mostly based on plagiarism or OEMs and lack of independent design. Enterprises, which led to a mixed market, poor user experience, and “pseudo-intelligent” industrial chaos also gave birth to great opportunities. In this regard, Luo Xiaoming is still full of confidence.

Luo Xiaoming said: “Now we have two series of smart door locks. We are increasing research and development. In September this year, we will add three more series of products and gradually adjust the product structure of the door locks.” And in Jiang Weiguo’s view, intelligence The penetration rate of door locks in China is only 2%, and there is still a big gap between Europe and the United States. “A consumer like Li Axie, once 'educated,' will have a very high viscosity. Think about it in Hangzhou. How many households, plus the now red-hot apartment users, the market is very impressive."

[Reporter's notes]

Smart lock industry needs "shuffle"

It is estimated that everyone will have a “history of blood and tears” for the painful experience of forgetting to bring a key. This is why it can attract more than 1,000 manufacturers to enter.

If only the smart lock is understood as a pain point for solving the user's forgetting to bring the key, it is too narrow. The core is to compete for the "entrance" of the smart home, but they accidentally stand on the "damp." At present, there are many problems with the popularity of smart door locks. For example, smart door locks require industry "shuffle"; consumers need to be "educated."

From the rise in 2015 to the soaring in 2017, it is a time to reshuffle in 2018. The current state is that the online market is far more than the offline market. This is the e-commerce has changed people's spending habits, and it has become the strongest driving force in the education consumer market. And just recently, Tmall held a special event on smart locks that attracted companies such as Luke, Deschman, Samsung, and Cadiz.

You have to believe that in the troubled times, you must be a hero. The clutter of smart door lock market is also the time for industry reshuffling. At present, Tmall is trying to unify the smart lock industry standard, Suning has also set up the first smart locks alliance, who will pick up the banner of the industry? (Reporter / Wu Jing)

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