This looks more and more like a farce.
As a smart home window-level category and an introductory guide for users to pursue intelligent life, smart door locks are popular when they enter people's field of vision. Development seems to be entering the fast lane more and more, and will soon become a transformational jump in the door lock industry. 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, Dahua in security, Haikang, IT Lenovo, Ziguang, ZTE in ICT, 360 in the Internet and other cross-border players compete to join.
Investors are eager to try, brand merchants 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
Incoming people, people are bound to be mixed, hand-mixed must be mixed.
The swarming entrepreneurs have created a dynamic scene in the smart door lock industry, but the appearance has always been temporary, determining whether the industry is prosperous or not, never is quantity but quality. Just entering the threshold of the Internet of Things (IOT) era The smart door lock seems to be unprecedentedly prosperous, but the industry boom under the blowout is a problem. Xiaoxiang Finance believes that the smart door lock is blocking itself, mainly the following three phenomena.
Made by 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 'black box' is the owner of a smart lock company, frankly at the Yongkang Expo. Things', it is really 'kicking the pavilion', 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 workshop'.
More than one hundred years of industrial history, the technical iteration, product evolution, the function and significance of the door latching, the market's flying 'small workshop' 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.
Homogeneous 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, chips, etc. Due to technological development bottlenecks and R&D Cost and other constraints, most of the smart door locks in the market are produced by Shunde, South China Sea and other manufacturers, control switches are also mainly through WiFi, ZigBee, Bluetooth, infrared and other technologies, 'the group of splits' in the door lock market, huge Under the potential environment, you will have a '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 connected to other product switches, through the terminal APP to monitor the home environment, voice communication and other functions, and the door lock is more attractive as an entry-level product. Attention. R&D is hollow, and brands that survive only rely on listed production are doing homogenization in a uniform way. Imitation has become the norm, and there are still few application developers driven around smart door locks.
'The porridge is less than a lot', the status quo of product surplus is rigid
'Rough labeling' 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, the head brand is not clear, but the growth rate of 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, smart doors with large sales on the market. The lock brand has a market share of only 2-5%. Therefore, although the sales volume reached 8 million in 2017, it was divided by more than 2,000 companies, but the average is 4,000 sets per household. The largest share will not exceed 40. Ten thousand sets/year, the domestic smart lock market is fragmented, and the user usage rate is only covered. Although it has improved a lot since 16 years, it is still serious. The current situation of product surplus has rigidified the supply and demand market to a certain extent.
Stopping and 'playing rogues', the brand is finally going to self-seal
The current prosperity of smart door locks seems to be a 'daydream', and it is strikingly similar to the scene of smart phone plagiarism. The collective collapse of the flash, it seems that only one iPhone's snowflake is used as an avalanche fuze. Why is the smart door lock going? The danger edge, Xiaoxiang Finance and Economic Research found that there are several reasons:
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, using the safe and reliable flag 'abduction' consumption. Those who are even more serious about cutting corners, and finally rushing to escape in front of the 'small black box' and consumers.
Last month, an author of the mobile phone China issued 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. , the maintenance personnel said that the battery was dead and ended.
Relying solely on password authority to manage rental housing can greatly reduce the cost of management and operation, avoiding the problem that the mechanical lock key is not recycled in time, and changing the lock to change the lock. However, the safety issue has become its accessory. After the after-sales service with the gag, the traditional track that can't jump out of the door lock, the brand owners who have no practical advantage to seize the market, can't win the consumer's 'heart', and stand on the Kodak, which is held by the fate, NOKIA no difference.
The entry barrier is low, and the 'small business hawker' is a slap in the face
The threshold of the intelligent door lock industry is undecided, the supervision is not online, and many speculators take advantage of it. Brands are 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, and the 'locks that can be easily opened are mainly three no products'.
In addition, mainstream products in the industry have begun to lose their principles and become problematic products. Brands have become 'small vendors'.
The security problem becomes 'hard hurt', consumers don't 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 one or second-tier cities. More than 20% of consumers have not listened. 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 attracted people's hearts, and the essential security problem has become the pain point of the door lock market, which has made the original intentional consumers discouraged. Not only that, the installation procedure of the intelligent door lock is complicated, and there is no uniform standard for the door lock fusion. The after-sales service is difficult, some of the door lock performance and the battery life difference also affect the consumer's subjective intention of the smart door lock.
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 brand name of the intelligent door lock industry is to compete for the 'entrance' of the smart home, to seize the favorable opportunity, but accidentally became a 'small workshop' standing on the 'wind vent'. At the moment, the smart door lock closes the self, the fate The throat needs strength to rescue, when the fuze appears, the seal is released or the avalanche is caused, which is really expected.