The era of consumption upgrade has come, under the "consumerism" people's desire to consume more and more intense, the importance of life style significantly increased. As a part of quality home, smart door lock has attracted much attention in recent years. What is the current development of the smart door lock industry? What are consumers'expectations and worries? What are the development opportunities for brand operators in this environment?

Concept definition of smart door lock

It refers to the locks which are improved on the basis of traditional mechanical locks and are more intelligent and simple in terms of user safety, identification and management. The scope of this report is limited to consumer-oriented smart door locks, excluding hotels and other business scenarios.

Background analysis of smart door lock industry

Consumption background 1: China's consumption trend is stable and good.

In 2017, the total retail sales of consumer goods exceeded 36 trillion yuan, with a growth rate of 10.2%. China's consumer market is developing steadily and rapidly.

Consumption background 2: under the trend of consumption upgrading, intelligent door lock industry is full of opportunities.

The rapid growth of the middle class and the consumer's pursuit of commodity quality, promote quality of life into every scene of life, to bring opportunities for sales.

Industry environment 1: the current smart door lock consumption market penetration is relatively low, and the market has great room for improvement.

In recent years, the consumer market has maintained a low penetration rate, but with the deepening of consumer education, the market penetration is expected to reach more than 10% after 2019.

Industry environment 2: smart door lock has great market potential.

The industry's overall sales in 2017 are expected to be about 7 million units, doubling from last year's, and consumer demand is growing faster.

Competition pattern: Online smart door lock market has low brand concentration.

Online brands are highly dispersed, the concentration of the head brand is less than 50%, the online market has not yet formed an oligopoly pattern.

Consumers' expectations and worries about smart door locks

Who are potential consumers: highly educated young and middle-aged people, mainly from first-tier cities, working in enterprises and institutions, earning medium to high levels of income

Potential consumers are mainly male (53.5%) and Bachelor degree (68.8%). They are younger (more than half of them are under 35 years old) and come from the core cities such as Beishangguang. In addition, 59.7% of the potential consumers work in enterprises and institutions, and 47.5% of the potential consumers have a monthly income of 5000-9999, with a certain consumption power.

Expectation of potential consumers 1: convenient, safe and thoughtful service.

From the analysis of online hot-selling sales, it is concluded that convenience, safety and thoughtful service are the important characteristics of product hot-selling sales. Brand merchants need to meet the functional needs and service needs of consumers at the same time, in order to win the hearts of consumers.

Expectation of potential consumers 2: service with high timeliness and high demand

Consumers need timely and intimate installation and maintenance services, both of which are above 60%.

Potential consumer concerns 1: product safety is the primary concern for consumers.

As a door lock, security is still a major concern for most consumers, and becomes the primary consideration for most consumers to buy intelligent door locks.

Concerns of Potential Consumers 2: If you want to develop an online consumer market, eliminating consumers'concerns about online channel services is a top priority

Among consumers who did not plan to buy online, 63.8% were concerned about the inadequacy of online channel services, and similar to the services consumers concerned about, installation/maintenance was their concern.

Analysis of development opportunities for smart door lock brands

Opportunity point 1: enhance the application of multiple biometrics in smart door lock products.

79.2% and 62.6% of consumers preferred fingerprint unlocking and face recognition unlocking, respectively. Biometric identification unlocking with high convenience and safety won consumers'preference. Fingerprint recognition technology has been widely used in products, but the current application rate of face recognition technology is low, which needs further landing.

Opportunity point 2: Mining and catering to consumer buying scenarios

For example, 65.4% of consumers expect to replace the smart door lock while changing the security door. Brand merchants can consider selling with anti-theft doors to help promote consumer decision-making process, in line with consumer buying habits.

Opportunity point 3: improve after-sales service system, with close service to create marketing highlights.

Most potential consumers pay close attention to installation and maintenance services when purchasing smart door locks. Brands focus on providing high-quality after-sales services to reduce consumer barriers to purchase.