On July 8th, 2018, Smart Lock represented the brand Deschman and Tmall and NetEase Home released the "2018 China Smart Lock Consumer White Paper" at Guangzhou Pazhou International Convention and Exhibition Center. This white paper is based on Deschman million user data and big data of Tmall and NetEase home users. From the development status of China's smart locks, the development trend of Chinese consumer groups and smart locks, the development status and problems of smart lock products. Detailed combing and in-depth interpretation.
Different from Deschman's 2017 IOT industry chain and well-known enterprises such as Alibaba Cloud and the “China White Smart Lock Application and Development White Paper” drafted and released by relevant national departments, this white paper on consumption is based on the original consumer perspective. According to the characteristics of population characteristics, occupational structure, regional structure, consumption preferences, consumption perception, and selection factors, it has important guiding significance for existing smart lock brands and smart lock upstream and downstream enterprises.
According to the information disclosed in the white paper, the current penetration rate of smart locks in China has reached 5%. Compared with the penetration rate of 3% in 2017, there is a slight increase, but it is still 50% with European and American countries, and 70% of the developed countries in Japan and South Korea exist. The obvious gap. From the consumer data shown in the white paper, more than 20% of consumers have not heard of smart locks, only 15.5% of users plan to use or are using smart locks, and 64.4% of consumers still have misunderstandings and choose The smart lock is not used for the time being, which means that the smart lock industry still has a long way to go in the market science.
At the same time, the white paper also detailed the reasons for consumers' reluctance to replace smart locks: 37.2% of consumers choose to use relatively cheap traditional mechanical locks because of price problems; 17% of consumers are based on electronic products that are easily damaged. Concerned about the short life cycle of smart locks; 8.4% of consumers are doubtful about the security capabilities of smart locks; another 37.4% of consumers are not intending to replace smart locks for other reasons. The white paper also ranks consumers' top considerations when purchasing smart locks, in turn, appearance, function, price, brand, and service. Combining the two aspects, I believe that the smart lock industry can get some ideas to solve the pain points of consumers.
As can be seen from the white paper, smart lock consumption is mainly concentrated in first- and second-tier cities. Under the strong growth trend of the smart lock market, it is estimated that by 2020, the penetration rate of China's smart lock market will reach 19.75%, and the sales volume of smart locks will exceed 32 million sets, greatly narrowing the gap between mature markets such as Japan and South Korea. In terms of smart lock retail, the smart lock online retail growth trend is significantly better than offline retail. According to the sales data of the Tmall platform smart lock, compared with 2016, the number of smart lock payment for Tmall platform increased by 126.52% in 2017. This is also the result of the joint efforts of the smart lock field since the development.
"2018 China Smart Lock Consumer White Paper" from the industry development status and existing problems, talk about development trends and future possibilities, conducted an in-depth analysis of the industry, providing a feasible direction for the future development of the smart lock industry. It is believed that with the help of the smart lock leading brand and related leading consumer platforms, the industry will present a new atmosphere, bringing consumers a better technology experience, and the full popularity of China's smart locks is just around the corner.
