As a window-level category of smart homes and an introductory guide for users to pursue intelligent life, smart door locks are very popular when they enter people's field of vision. The development seems to be entering the fast lane more and more, and it is about to become a transformational leap in the door lock industry. Up to now, my country’s smart door lock industry has more than 1,300 manufacturers and nearly 2,800 brands. Not only are traditional door lock manufacturers transforming, but also Haier, Midea, TCL in home appliances, Dahua and Haikang in security, Crossovers such as Lenovo and Ziguang in IT, ZTE in ICT, and 360 in the Internet are competing to join. Investors are eager to try, and the brand is in high spirits. However, just like the peaceful goose feathers before the avalanche, the hidden problems are still intriguing.
The more prosperous, the more chaotic
There are many people who enter the game, and hands are bound to be mixed, and hands are bound to be mixed.
The influx of entrepreneurs has created a vibrant scene in the smart door lock industry, but the appearance is always temporary. It is never quantity but quality that determines the prosperity of the industry. Smart door locks, which have just entered the Internet of Everything (IOT) era, seem to have unprecedented prosperity, but there are various problems under the blowout industry camp. Xiaoxiang Finance believes that smart door locks are blocking themselves, mainly due to the following three phenomena.
1. Made in a small workshop, the quality of the minimum quantity of products is worrying
The biggest public opinion in the smart door lock industry is the "little black box" incident in May this year. It is understood that the "creator" of the "little black box" is the owner of a smart lock company. "Things" is really "kick the hall", the industry is in urgent need of rectification, and finally the insiders themselves can't stand it; in August, the news broke that a reporter made a 3D fake fingerprint model of clay plasticine at the Internet conference and successfully unlocked it. The experimenter’s fingerprint lock. At present, the State Administration for Market Regulation is carrying out spot checks on the quality of electronic door locks. The key spot checks are the areas where problems frequently occur in smart door locks-information protection, damage prevention, alarm functions, and lock core quality, etc., and these are positive It is the "weakness" of the "small workshops".
Door locks with more than one hundred years of industrial history, technological iterations, and product evolution. What remains unchanged is the function and significance of the door locks. The domineering "small workshops" on the market simply do not have legal and complete production testing equipment and R&D personnel. Profit-oriented and even lost in the air, the future of smart door locks is worrisome.
First, homogeneous competition, there are few developers
According to the survey, almost 100% of the smart door lock industry is composed of channel distributors, manufacturers and upstream suppliers. Only a small number of suppliers supply core components such as lock cores, fingerprint sensors, and chips. Due to technical development bottlenecks and R&D costs and other restrictive factors, most of the smart door locks on the market are produced by manufacturers such as Shunde and Nanhai, and the control switches are also mainly through WiFi, ZigBee, Bluetooth, infrared and other technologies. In the lock market, under the huge potential environment, only with the "unique weapon" can we stand out and survive for a long time.
In fact, not only door locks, but almost all the functions of smart home products are temporarily fixed on the functions of connecting with other product switches, monitoring the home environment through the terminal APP, voice communication, etc., and door locks are more attractive as entry-level products. note. Brands that have hollowed out R&D and survived only by listing production are doing the same thing, imitation has become the norm, and there are few application developers driven by smart door locks.
Second, "there are fewer porridges and more monks", and the current situation of product surplus is rigid
"Rough OEM" is the label that Big Multimedia puts on the status quo of the smart door lock industry, and the market is homogenized and tends to be fragmented.
The market rules are vague and the top brand is not clear, but the growth rate of manufacturers is still shocking. According to statistics, the current penetration rate of smart locks in my country is only about 5%. According to data from Yusheng Electronics, the market share of smart door lock brands with larger sales volume 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. The largest share would not exceed 400,000 sets per year. The domestic smart lock market is fragmented, and users use The coverage rate is only serious although it has improved a lot compared with 2016. The current situation of product surplus has rigidified the supply and demand market to a certain extent.
Stop "playing hooliganism", brand owners finally move towards self-seal
The current prosperous age of smart door locks seems to be a "daydream", which is strikingly similar to the scene of smart phones plagiarized everywhere in the past. The collective crash that is igniting seems to be only one iPhone snowflake as an avalanche fuze. Why smart door locks are on the verge of danger? Xiaoxiang Finance Research has found the following reasons:
First, driven by immediate interests, basic qualities are ignored.
Smart door locks seem to be sitting on a huge consumer market, with large profit margins, and new products are eye-catching. However, in view of the bottleneck of research and development costs, almost all manufacturers follow the superposition of safety functions and "abduct" consumption under the banner of safety and reliability. Someone even cut corners, and finally ran away in front of the "little black box" and consumers.
Last month, an author on Mobile China published a complaint, the reason was that the smart door lock in the rental house had an error in the power level, the password reminder expired, and the mechanical key was missing. After the consultation, the butler said that none of the keys had been destroyed. The maintenance staff said that the battery was dead.
Only relying on the password authority to manage the rental house can greatly reduce the management and operation costs, and avoid the problems of untimely recycling of mechanical lock keys and changing the lock when changing the lease. However, the security problem has become its accessory. Products that cut corners and juggling after-sales service, cannot jump out of the traditional track of door locks, and brand owners who do not have a practical advantage to seize the market leader cannot win the "hearts" of consumers, and Kodak, who stand in the throat of fate, There is no difference compared to NOKIA.
Second, the barriers to entry are low, and "small merchants and hawkers" do evil.
The threshold of the smart door lock industry is undetermined, and supervision is not online. Many speculators have taken advantage of this and brand owners have gradually lost their standards.
It is understood that in 2016, the former General Administration of Quality Supervision, Inspection and Quarantine conducted random inspections of smart door locks in Zhejiang, Jiangsu, Henan and other provinces, and found that 15 batches of products did not meet the standards, and the discovery rate of substandard products reached 16.67%; in July this year, the provincial quality supervision The bureau conducted related risk monitoring on smart door locks in Guangdong, a major smart door lock manufacturing province with 65% of the country’s production, and the results showed that about 1/10 of the tested products had problems. Among them, “the locks that can be opened easily are mainly three-no products. ". In addition, mainstream products in the industry have also begun to lose their principles and become problematic products. Brand vendors have become "small vendors". In May of this year, the Southern Metropolis Appraisal and Evaluation Laboratory commissioned Weikai Testing Technology Co., Ltd. to evaluate the 20 mainstream smart door lock brand products on the market. Perform the test, and some of the test results are as follows:
Third, the safety issue has become a "mutilated injury", and consumers will not buy it.
The "2018 China Smart Lock Consumption White Paper" released this year shows that although the demand for door locks is extremely strong, the current penetration rate in my country is only about 5%, and it is mainly concentrated in first- and second-tier cities, with more than 20% of consumers not listening Speaking of smart locks, 15.5% of users are using or planning to change to smart locks. Although smart door locks have entered the consumer's field of vision, it is still an emerging industry, and consumers' awareness of door locks is still relatively weak.
The "little black box" incident has caused panic, but the essential safety issue has become a pain point in the door lock market, which discourages originally intended consumers. Not only that, the installation procedures of smart door locks are complicated and there is no unified standard for door lock integration. , After-sales service is difficult, some door locks have low performance and poor battery life problems also affect consumers' subjective intentions of smart door locks. Consumers’ consumption awareness needs to be educated. However, smart door locks cannot do their own “workâ€, and consumers who pursue more “smart†will not buy it.
Brands in the smart door lock industry originally intended to compete for the “entrance†of smart homes and seize favorable opportunities, but they accidentally became “small workshops†standing on the “outletâ€. At the moment, the smart door lock has closed the self, and the throat of fate needs strength to rescue. When the fuse will appear, the release of the seal will still cause an avalanche, which is really exciting.
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