In recent years, the story of home appliance crossover has always been the darling of the media in the AWE arena in March. Today the story told by the author comes from a new emerging industry: smart locks. In these two years, regardless of 2B or 2C market, the smart lock industry The continued soaring popularity of heat is obvious. The topic that friends talk about is the fingerprint lock on the neighbor's door. It reminds you that this industry is almost a breeze. It's not surprising that a company with a “unicorn” is not surprised. According to research data, it shows: The demand for smart locks is 2 million units, in 2016 it was 3 million units, and in 2017 it reached 8 million units, and the growth rate was maintained at more than 50%. (Quoted from the National Locking Information Center's “2017 National Smart Door Lock Industry” And Market Research Reports)
The “White Paper on Smart Lock Application and Development in China 2017” was reviewed. It is expected that by 2020, the market penetration of smart locks will reach 19.75%, significantly reducing the gap with mature markets such as Japan and South Korea. In the next three years, the size of the fingerprint lock industry will remain. In the stage of rapid development...
In the smart lock market of brands, there is such a brand. The core executives mainly come from small household appliance star company Supor, and the chairman of the board is Su Boer, the founder of Supor. Today's home appliance crossover story is about the smart lock industry matrix. , Unique gold finger code. One is because of the cross-border characteristics of household star entrepreneurs, and the second is high-end fingerprint locks.
As one of the earliest fingerprint lock companies in the Chinese market, the "Keep it On" series of explosives, the leading lock body technology is its shining business card. With more rigorous product strategy, unique channel strategy, and more than 20 years of pursuit With high-quality and continuous innovation, the brand is accumulating. How to create a high-end fingerprint lock brand in the fast-growing smart lock market? How big is the future of high-end fingerprint locks? The author interviewed Qin Zhichao, National Market Director of Golden Fingers.
Reporter: I am very pleased to be present at the AWE China Home Appliances Expo in Shanghai. Please come to Mr. Qin Zhichao, Marketing Director of Finger Fingerprint Lock. Can you briefly introduce the golden finger code?
Gold Finger Code: The gold finger code (ksmak) was established in 1994. It specializes in research and development of high-end fingerprint locks. It has been 24 years old. In 2001, it introduced the first fingerprint lock product to the market. , It may be the earliest fingerprint lock products that can be verified in the world. We are the designated products for the 2008 Beijing Olympic Games. The first generation of 'one-shot' products are equipped with Beijing Olympic Sports Center's athlete apartments. The company was founded by Supor. Mr. Su Xianze, a wholly-owned acquisition of the company’s holdings, is positioning itself as a high-end smart lock brand for consumer electronics consumption.
Reporter: What is the original intention of fingerprint lock?
Gold Finger: This brand was first started because of the idea of 'let people get in and out without keys'. We took a look at the biometric technology of fingerprint recognition. Because fingerprints are life-time-invariant, unique and convenient, they are almost We perfectly replaced the key scheme. At that time, there was no relevant industry chain and research and technical support. We started with a little bit of research on the basic fingerprint lock theoretical model, conquered it, and finally spent more than six years creating the first. A fingerprint lock.
Reporter: Supor is a well-known Chinese small household appliance leading brand. Today, it has become a billion-dollar enterprise. In 2015, Mr. Su Xianze, the founder of Supor, wholly acquired the gold fingerprint fingerprint lock of the controlling company. Is it convenient to talk about this acquisition and holding company?
Gold Finger: Mr. Su Xianze’s acquisition of the gold code is also a promising development prospect of the fingerprint lock market in the past few years. We all know that Mr. Su Xianze started as a high-pressure cooker in Supor and later entered the small household appliance industry and quickly became a well-known leader in small household appliances in China. The brand, on the one hand, is the experience of operations, and the other is strategic foresight. In the future, a new generation of smart homes will become an important part of household consumption. Fingerprint locks will become the earliest new generation of home electronic consumer products as a smart home entry product. Fingerprint lock penetration rate is still very low, market brands are mixed, it is in such a market environment, Mr. Su Xianze purchase gold finger code, not just capital investment, he also took the lead of the chairman, the business of Supor from 200 million enterprises The successful experience of rapidly becoming a billion-billion-dollar company has also brought to Golden Fingers, formulated a transitional B2C, positioned high-end fingerprint lock brand strategy, established experienced and high-quality management team, and introduced world-class production, management, and marketing systems to create a new one. 'Supor'. At present, the business turnover has been doubled for 3 consecutive years. It is expected to start in 2020. 2. Listed on the move to achieve employee stock incentives and dealer equity incentives.
Reporter: There are many brands of smart locks at home and abroad. What are the advantages of the Golden Key Code that can stand out among many brands?
Gold Fingerprint: The biggest feature of the Golden Fingerprint Fingerprint Lock is stability, security, and convenience. First of all, our fingerprint lock research and development and production time may be the longest. We have a very perfect fingerprint lock research and development system, the core lock body R & D And the development of electronic systems, Golden Fingers has a large number of national patents and invention patents. Particularly worth mentioning is that we are the inventor of the fingerprint lock 'a grip', and 'a grip' is a star series of gold fingers. In the market there are K71, K91 and other explosive products, there are appearance patents, structural patents and trademark patents. This is not the other brands.
The fingerprint lock relates to whether a family can enter or leave the house, and whether the family property is safe. This property determines the quality of the fingerprint lock, and the after-sales service has the highest requirements. The golden code adopts international advanced production management and verification methods, even Higher than the pressure cooker manufacturing standards to ensure that each lock will not fail.
Reporter: What is the current sales situation of the Golden Key and what are the main sales channels?
Gold Finger Code: The Golden Finger brand products are sold to more than 20 countries and regions such as Europe, America, Asia and Africa and are highly appreciated by consumers all over the world. The main sales channels in the domestic market are regional distributors - high-end commercial bodies. The offline channel.
Reporter: We understand that the Golden Key recently was mainly operated through offline channels. What do you think are the advantages of offline channels?
Gold Finger: Gold Finger, as a high-end professional fingerprint lock brand, requires professional pre-sales after-sales installation services to help customers use our products. At present, our main sales venues are high-end shopping malls, Shoppingmall, supermarkets and some 3C vertical channels, Through sales consultants to determine products based on the actual needs of customers, provide professional and standardized on-site installation services, and guide customers to use. If customers encounter difficulties in subsequent use, failure, we can quickly provide on-site service within 2 hours. Solve the problem. The gold finger products can win in the competition of colorful and complicated brand products not only because we have 'hold it out' but also because we have the system guarantee of pursuing the customer experience almost to the extreme.
Reporter: More and more brands are entering the fingerprint lock market. How do you see these phenomena?
Gold Fingers: This is a manifestation of an industry's booming growth. There are topics, there will be more heat to bring more market opportunities, and will also be more able to promote the industry's product sales and overall development. We are confident to become the first brand, The gold finger code will become synonymous with high-end fingerprint locks.
Reporter: What do you think might be a new breakthrough in the smart home cake?
Gold Finger Code: According to changes in consumer spending habits, changes in online and offline consumption scenarios can constantly find breakthroughs from satisfying the needs of emerging new consumer groups. The golden finger code invented the 'big hand' for better user experience. In order to be safer and more convenient to introduce innovative lock body technology, in order to lead new consumer demand innovation networking technology, these breakthroughs have always appeared, and we are confident that we will always play the role of a leading brand.
Reporter: What is the future positioning of Golden Fingers? Are there any good operating experiences to share with friends who are in the smart field?
Gold Finger Code: We have always been committed to building the most professional offline service system. First of all, we must ensure the product quality. In addition, we must strengthen the service concept with the customer as the center. To create a new 'Supor', we are not only confident, but also We have been catching up with the good times and have been 'pulling up on the sleeves to dry up'.
