Although it is widely believed that smart home is a trillion-level blue ocean market, many company teams have tried various tricks and saved a lot of money, and the door is still intact.
As the most important scene economy for family life consumption in the next decade, the eco-industrial chain of smart homes includes technology providers such as smart home appliances, communication, voice interaction technology, fingerprint recognition technology, and various new exotic intelligent hardware manufacturers; Commercial crowdfunding platform, offline distribution channels.
In the face of a complex and intertwined smart home, entrepreneurs are looking for a suitable cut-in, bet on the "one-of-a-kind" sharp-knife-type product, breaking the situation of wandering and rushing outside the smart home door. The most urgent thing at the moment.
First, the biggest need for smart home is "smart security", not "smart home appliances"
Smart home was once tuned to the "living room economy", and many domestic appliance manufacturers are the vanguard of entering the smart home market. TVs, air conditioners, air purifiers, water dispensers, sweeping robots and other equipment connected to WIFI, installed with Bluetooth, handed over to the smart phone to control; because it can directly increase the market share of smart phones and system use sticky, in the field of smart home I often see mobile phone manufacturers active.
However, the concept of smart home is very hot, the product is very dazzling, consumers do not buy it, and there is no real reshaping of people's home life. The reason is: First of all, many smart home products only add networking functions, which do not cut the pain points of users. Secondly, most of the smart homes accepted at this stage are urban rich young people. For the middle-aged and old people, the new tricks fall. It is better to say that it is cumbersome; after deducting most of the rural families in China, the market size is relatively narrow; once again, the renewal cycle of home appliance products is short, such as the user just bought 4K TV, and popular curved TV. In addition, many smart appliances have a limited opening rate. For example, people are watching TV less and less, and air purifiers are only turned on in smog weather.
Intelligent security has become more and more important in smart homes. Intelligent security devices such as access control, smart locks, and cameras can be connected to Internet big data and cloud services to upgrade functional products to smart products. Relatively speaking, smart home appliances have great potential in the smart home camp, and their advantages are reflected in:
(1) Massive home users: Safety is the most primitive basic needs of every family. Whether it is in urban or rural areas, people are more willing to invest in security. The more wealthy people are, the more insecure they are. In recent years, the high-end residential Intelligent security system has become one of the main selling points of developers selling real estate.
(2) Strong demand and real pain points: According to the statistics of the Ministry of Public Security, the annual family losses caused by burglary are as high as 1.13 billion yuan. In particular, with the implementation of the policy of demolition of walls and the establishment of an open community, the rate of community theft and theft will increase, and the demand for smart security of urban families will be even stronger.
(3), high-frequency use of viscosity: people often do not easily replace the security devices such as door locks, the use cycle can be 5 to 8 years. Due to concerns about the safety of family members and property, users are sensitive to the security level of smart security devices and networking messages.
Second, the smart Lock becomes the "entry" potential of smart home
A smart lock is different from a mechanical lock and is unlocked by a proximity card, a digital password, and a fingerprint. Fingerprints are widely used as locks on people's unique biometric passwords, making it easier to open a door like a fingerprint on an iPhone screen, greatly improving the level of security and convenience.
Fingerprints don't worry about being stolen or copied, so they are more secure; they don't have to check repeatedly to forget whether to take the keys; go to work or in the field to check the family's entry and exit through the smart lock app; view the friends and family through the visual camera When using the mobile phone to unlock the remote lock; you can also manage the fingerprint password of multiple smart locks on the APP; the rental house can automatically add or clear the tenant fingerprint without having to change the lock core; especially the fingerprints of the family can be stored in the “private cloudâ€. on.
According to statistics, European and American electronic locks account for 50% of civilian locks, and the penetration rate of Korean smart locks is 80%. The penetration rate of fingerprint wisdom in China is less than 2%. In China, about 350 million households, the number of fingerprint locks is increased by 5%. %, can bring 17.5 million sales, generating about 14 billion yuan of sales; huge market growth potential for internationally renowned fingerprint lock brands such as German Deschman, American Yale, Korean Samsung Such as speeding up the pace of grabbing the Chinese smart lock market.
From Taobao crowdfunding, Jingdong crowdfunding and Baidu search fever, consumers' awareness and acceptance of smart locks are rising rapidly. Some smart lock projects have become "black horses" in the field of crowdfunding before they appear in the market. : Xiaoyun cloud smart lock has been raised nearly 20.52 million; set fingerprint, proximity card, password and other unlocking methods in one of the must-have i8 raised 1.64 million; the main use of WeChat-controlled fingerprint locks, the first to raise 542,000.
The smart lock entrepreneurial project ushered in the spring of investment and financing. The well-known smart lock brands Dijir and Yale were acquired by the Swedish lock giant Asa Binh, and the integration of industry resources was intensified. According to reports, Xiaoyunyun Smart Lock won the A round of RMB 123 million in March 2016, surpassing the highest financing record of the A round of 100 million created by the ultra-meter TV in the smart home field, representing the breakthrough point of smart home. The trend is shifting from smart home appliances to smart security. Compared with many other smart home hardware, the essence of smart lock is "the lock of the Internet" and is regarded as a rare entrance to the home Internet:
(1) Fingerprint encryption, APP texting, cloud networking alarms make the security level of smart locks much higher than mechanical locks, finger fingerprints replace traditional keys, and product experience is more convenient;
(2) Smart lock can be connected to other smart home hardware with personal fingerprint as ID, and it can drive smart home products such as door magnet, window magnet, intelligent monitoring, intelligent light control, intelligent thermostat and smoke detector, automatic curtain, etc. The heavy verticals necessary for the company to start, and the deep potential of the ecological chain;
(3) The replacement period of smart locks is 5-8 years, which is a sufficient time for the interconnection of many smart home products to form a family Internet of Things.
Third, the home smart lock industry outbreak also needs to overcome three major difficulties
So far, there has not been a unicorn company in the smart home market. Investors have high hopes that smart locks can change the virtual home situation of smart homes. Intelligent locks, this intelligent hardware still has great challenges in product technology, supply chain, channel sales, after-sales service, etc. In the end, whether it can go to thousands of households still needs to overcome the three difficulties of quality control, channels and services.
Quality Control: Smart locks are more complex than ordinary mechanical locks. The lock factory, cloud service, fingerprint algorithm technology, APP program development, communication protocol, battery and other factors in the industry chain will affect the smart lock. Performance quality. At present, some small factories on the market have bought modules and assembled them in a hurry.
In fact, as a mechatronics product, smart locks must have more than three years of process manufacturing experience to ensure the stability and precision of molds and accessories. Only by mass production can the marginal cost of smart locks be reduced and changed. At present, the price of smart locks remains high. The intelligent lock has extremely high precision on the fingerprint algorithm. It is the key to unlocking the fingerprint while achieving the same high-precision algorithm. Since the storage, identification and update of fingerprints all depend on the “cloud serviceâ€, the “cloud†side becomes the hub of smart locks for remote unlocking, false lock alarm, message push, message record query and other intelligent functions, thus the cloud service provider. The choice is also very important.
Channel closure: At present, most smart locks have chosen online shopping malls for crowdfunding or direct sales. This pure e-commerce model ignores the value of traditional channels. In order to achieve the rapid spread of smart locks in a short period of time, we should vigorously integrate the mature dealer channel resources of the offline industry. In the initial stage of market development, most consumers are still unfamiliar with smart locks. Installing smart locks is a rational decision of the family. It is difficult to achieve effective online promotion and hard promotion mode.
Smart locks will open a direct experience store, or cooperate with home building materials, hardware stores, store display stores and other channels to drive sales on the spot.
Service off: In different geographical environments, there are different standards for fire protection, cold protection, and rain protection of smart locks; the conditions for smart locks entering locks vary, such as the thickness of the security door is different, the matching is not the same, installation or Maintenance of smart locks requires professional after-sales personnel to come to the door.
Since the popularity of smart locks is the trend of the times, some new smart lock brands have emerged in the market. Regardless of the mass production capacity, huge capital investment is required in terms of service landing. At this point, the lock company that started from the traditional enterprise shows a comparative advantage. The O2O mode of the two-wheel drive on the offline line is more suitable for smart lock sales and service. For example, the worry-free service platform can be sent online and then lined. The following suppliers or service personnel come to the door to provide after-sales service.
Deschman founder Zhu Zhiling believes that smart locks should detonate the smart home market, and also need to promote the online, high-efficiency after-sales service system, cost reduction and price reduction, socialization and emotionalization brought by the scale effect. A huge consumer drive for demand.
In the long run, the ace of competition in the smart lock market will depend on the quality of the product supply chain and the offline service system. The stronger the foundation, the more you will gain the brand premium and the trust of home users; then extend to other smart homes. When you have a stronger potential. Whether smart locks can become a breakthrough for smart homes, and shoulder the burden of getting through the family Internet of Things, remains to be tested in the market.
Editor in charge: Liu Changqi
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