Smart door lock C-end burst is a matter of time sooner or later

HC Security Network News In recent years, intelligent lock market has developed rapidly, but compared with Japan and South Korea, Europe and America performance intelligent lock lock in the civilian market, lower our intelligent lock market share (only 2%). In Japan and South Korea, smart locks account for more than 70% of the civilian lock market, 90% of Korean apartments use smart locks; in Europe and the United States, the market share of electronic locks also reached 50%. China's smart door locks still have a large market space, and it is expected that the next few years will be a rapid period for the increase in the market share of China's smart locks.

With the continuous maturity and application of technologies such as the Internet of Things, cloud computing, and big data, as well as people's pursuit of quality of life, the smart home industry has sprung up. At the product level, following the smart router, smart camera, and smart audio, the smart door lock became the new darling of the market in 2017.

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First, the development scale and potential of the smart lock market

According to a report released by the market research company "MarketsAndMarkets", the global smart home market will reach $122 billion in 2022, and the average annual growth rate for 2016-2022 is 14%. According to relevant data analysis, by 2018, the size of China's smart home market will reach 180 billion yuan. According to the forward-looking industrial research institute "China smart home equipment industry market prospects and investment report" data shows that there are only a few hundred smart door lock brands in the market in 2015, and by 2016, the overall explosion trend, there are "thousands of door locks, The situation of rushing hair. In 2016, the output value of China's lock industry reached 80 billion, the output value of smart door locks reached 8 billion, and the annual growth rate exceeded 40%. Although there are different ideas for the “central” companies of smart homes, the importance and strategic position of smart door locks is undisputed. At present, the proportion of smart home locks in Chinese households does not exceed 3%. The huge and unexploded market is more appropriate to describe it as “the scale is getting bigger and the smoke is not available”. After the introduction of the national “Twelfth Five-Year Plan”, the strategic emerging industry represented by the Internet of Things has become one of the seven strategic industries that China has vigorously supported and developed. The country will invest significant financial resources in the next decade to vigorously develop the Internet of Things. Intelligent buildings, smart homes, smart locks and Other fields as an indispensable part of the Internet of Things industry will usher in an important opportunity for both policy and market.

Second, the advantages of smart lock products and the main application market

Compared with traditional mechanical door locks, the advantages of smart door locks are obvious, which can solve many problems that traditional door locks cannot solve. The first is security improvement, which greatly reduces the chance of harm. The traditional door lock structure is simple, there are many ways to open, and the safety factor is low, and the lock core and the circuit board of the smart door lock are relatively complicated and are not easily cracked. Moreover, the fingerprint is widely used as a human biometric password on the lock, making it easy to open the door like a fingerprint to open the screen of the mobile phone. It is not necessary to repeatedly check whether to forget the key, not to be stolen or copied, so it is safe. Sex and convenience have been greatly improved.

Followed by the security precaution and emergency alarm function of the smart door lock. The smart door locks introduced on the market this year generally add networking functions on the basis of electronic locks. Through cloud data transmission, users can query door opening records, alarm information push, and personnel authority control. The linkage between the smart lock and the mobile phone is also one of the highlights. Whether it is going to work or on a business trip, the user can check the entry and exit of the family through the smart lock app; if the home camera is installed at the same time, the access control can be viewed and managed on the app. Multiple fingerprint passwords of smart locks and family fingerprints can be stored on a self-built private cloud for easy access. For the management of rental housing, the fingerprint of the tenant can be automatically added or removed without having to replace the entire set of locks to meet the individual needs of the customer, and it can be more conveniently and safely applied to various application scenarios.

In the application market division, the B-end market such as brand apartments and real estates is currently the main force for large-scale shipments due to the concentrated purchase and large transaction volume. This is also the market that many new Internet smart door lock companies are targeting. Some insiders expect that there are currently 70 million sets of domestic rental housing, coupled with a huge number of hotel markets, these B-end customers have a strong demand for intelligent door locks. With the purchase of such users starting this year, shipments of smart door locks in 2018 will usher in a big outbreak.

Although the B-end market is developing rapidly, the biggest market for smart door locks is still in the massive, decentralized C-end (home users). According to statistics, in 2016, there were more than 2 million domestic smart home door locks, with a growth rate of over 40%. In the long run, as the property market rises again and the post-95 marriage and marriage boom is approaching, the consumption habits of new home decoration and smart locks are gradually becoming popular. At present, 95% of the 400 million households in China have the need to convert from mechanical locks to smart locks. This is a huge blue ocean market. Moreover, the C-end market is more likely to form a scale effect, which means that the C-end burst of the smart door lock is only a matter of time.

Third, the main pattern of the smart lock market

The rapid development of the smart lock market has attracted the influx of various industry giants. From the current market structure, the smart lock industry has formed three camps:

First, a cross-border industry giant consisting of major security giants, including Dahua shares; Samsung, Huawei, and ZTE-based communications giants; and Philips, Haier, Midea, Panasonic, Skyworth, and Rongshida The major players in this category are mainly engaged in the smart lock industry by independent research and development or cooperation with mature manufacturers in the industry. Their biggest advantage lies in brand awareness.

The second is the traditional smart lock camp consisting of companies that focus on hardware, locks and smart locks, such as Cadiz, Yale, Deschman, Yatian Tianneng, Probak, Dijir, Haibeisi.

The third is the Internet and emerging smart lock brand camps composed of Yunding, Guojia, Zhijia, ola, Sherlock, and Techno. These companies have their own uniqueness in product concept and sales style through the Internet. The advantage is a force that cannot be ignored.

It is not difficult to find out from the current situation that various industry giants are pouring in. Everyone has the same intention:

First of all, China's smart lock penetration rate is low, and there is no real strong brand in the field of smart locks, but in the future it has more than 100 billion market capacity, which is the biggest temptation.

Secondly, smart locks have been regarded as the entrance to smart homes in recent years, at least the physical input. Therefore, if you want to lay out the smart home field, smart lock is an extremely important part of the whole smart home system, and it is one of the smart items that have the highest frequency of use, the best user's stickiness, and the first landing. It has become a smart home. Standard, so the industry giants have seized the highlands.

China's smart lock market has just started, whether it is the industry giants, traditional smart lock companies, or emerging Internet brands, all standing on the same starting line, all companies have the same opportunities. Can industry giants continue their pursuit of advanced technology and exquisite crafts in their respective fields, strict control over quality, and whether they can continue to develop in the traditional hardware industry, cater to the market, actively adapt to market demand, and become a key factor in the future occupation of the highlands. . As a leading enterprise in the security industry, Dahua shares in the field of smart locks is how to use the advantages of traditional resources, combined with the characteristics of door locks to create a new family security system.

Smart home products are widely classified, including video intercom, alarm, lighting, heating, entertainment, kitchen supplies, etc., and have higher requirements for linkage and management platforms with properties. As consumers' understanding of smart life has deepened, each giant has adopted smart locks as smart home entry-level products, and we will wait and see how to deploy them.

Fourth, the challenges facing the smart lock industry

In the past two years, although the smart door locks have stood on the air and become the darling of the smart family, there are still many challenges.

1. The product still needs to be improved in terms of power supply, safety and convenience.

Whether it is a traditional mechanical lock or a smart lock, the first priority is to ensure safety. Smart door locks rely on the perfect combination of mobile internet, mechanical manufacturing technology, mechanical anti-theft technology, electronic encryption technology and authentication technology. Many performances need to be developed and improved. Intelligent door locks save power supply system, use safety, and false positives. The probability and the appearance of the door lock and the ease of installation of the door lock have to be improved, which requires a certain amount of time to perfect.

2. The product price is too high

At present, the market price of most smart door lock products is high, which largely hinders the desire of consumers to buy. At the same time, many smart locks and door manufacturers are not designed to each other. This leads to smart locks to the door factory, which requires more complicated installation and debugging, which further increases the cost of installation, commissioning and sales maintenance.

3. Product standard & after-sales service system is not perfect

Intelligent door lock is an industry that has high requirements for service. The standard of door factory has resulted in the lack of uniform standards for locks on the market. Various lock bodies and door specifications are numerous, which restricts the rapid development of locks. The product characteristics of the intelligent door lock determine that it must be installed in a timely manner and the repair speed must be fast. Intelligent door locks have different conditions in the installation of the user. For example, the thickness of the security door is different for the matching. The installation or maintenance of the smart lock requires professional after-sales service. However, the entire industry has just started, and the industrial support in this area is extremely imperfect, which seriously restricts the rapid development of the industry.

4. The market is mixed, unfavorable industry development

With a large number of new players pouring into the smart door lock industry, the entire market is mixed. This is a double-edged sword for the industry: on the one hand, the entry of a large number of new manufacturers has promoted the situation of the industry's blooming, accelerating the popularization of the concept of smart locks and shortening the cycle of market education; on the other hand, due to the market Weak, the entry of many new companies will also bring about problems such as market saturation and excessive competition, and emerging industries generally have various ills. If these problems are not solved in time, consumers will easily form wrong ideas and new intelligence. The development of the lock has an adverse effect.

Editor in charge: Zhong Juanjuan

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