Shulou(Shulou.com)11/24 Report--

CTOnews.com, December 24, according to RUNTO's "China Intelligent door Lock online Retail Market monthly tracking (China Smart Lock Online Retail Market Monthly Tracker)" report, in November 2022, online sales of smart door locks in China reached 567000 sets, down 20.4% from the same period last year, up 27.2% from the previous year; sales were 730 million yuan, down 33.4% from the same period last year, up 16.7% from the previous year.

The average price in the online market in November was 1295 yuan, which was 252 yuan lower than the same period last year and 116 yuan lower than last month. Such a low average price did not lead to a rise in the month, but a drop of more than 20 per cent. RUNTO believes that the main reason is the promotion fundamentals, not the major problems in the direction of products, enterprises or industries.

On the one hand, the sales rhythm of the Singles' Day promotion in 2022 has changed, with promotion resources dispersed to two nodes on October 31 and November 11, and November traffic released ahead of schedule. On the other hand, looking at the combination of October and November, the performance of 1.01 million sets in 2022 only maintained the level of last year, indicating that the Singles' Day promotion itself is in decline, whether it is the depletion of e-commerce dividends or the cautious mentality of the Internet platform. the dismal sales of all categories and the desolation of market atmosphere are quite significant in 2022, and the signal of sluggishness is particularly strong.

China's intelligent door lock online market is divided into monthly sales, unit: 10,000 sets, although the impulse of various commodity categories is difficult to expect a big boost as in previous years, the standardization, intelligence, and consumer electronics of intelligent door locks, as well as the huge stock of non-intelligent door locks, has been doomed to remain offline to online migration in 2022, roughly halfway up the big cycle of e-commerce growth.

Promotion strategy: first push the high end, and then focus on less than 1000 yuan

In addition to the changes in the promotion cycle of Singles' Day this year, corresponding changes have also taken place in the promotion strategy: in the first stage, brands choose intelligent door lock products with higher security performance to participate in the pre-sale, these products are of high quality, high unit price, and a large discount range, thus attracting more consumers' attention. In the second stage, the brand increases the promotion of low-cost products, aiming at a larger user base, so as to boost sales.

Reflected in the price segment, in October, the share of middle and high-end products worth more than 2000 yuan increased by 10.2 percent from the previous month; in November, the share of parity products below 1000 yuan rose 7.8 percent from the previous month.

China's intelligent door lock online market sales price structure, unit:% brand: waist brand disrupts the pattern through single product promotion

According to online data from RUNTO, the TOP4 brand share of the online market for smart door locks (CR4) was 53.8% in November, down 13.2% from the same period last year and 2.3% from the previous month.

CTOnews.com learned that Xiaomi maintained its head position with a share of 25.3%, an increase of 2 percentage points over the previous month, making it the brand with the largest month-on-month increase in share in TOP10. Among the best-selling TOP10 models, Xiaomi door lock products account for half of the country.

Deschmann's share was 14.4%, ranking second. Its promotional resources are focused on the pre-sale phase on October 20, so the brand share in November fell 5.1 percentage points from the previous month.

Cadis's share is 10.4%, up 1% from the previous month. Its best-selling models are located at the middle and high end, focusing on the price range of 2000-2500 yuan. The product is characterized by support for face recognition unlocking and equipped with visual cat's eye function.

Waist brand through single product promotion, to a certain extent, disrupted the original brand pattern. Relying on the single product HFH-16EW-U1 promotion, Haier further strengthened its market position, ranking fourth for two months in a row; the elephant mainly promoted items under 500 yuan, of which Q10 ranked fifth in the best-selling model of TOP10, driving the brand ranking up from 10th last month to 6th this month; TCL entered TOP10 with mid-and high-end 3D face recognition door lock X9S, and its market share increased by 0.4 percentage points compared with the previous month.

November 2022 China intelligent door lock online TOP10 brand sales structure, unit:% products: new biometric steady growth, finger vein up 66%

Another remarkable feature of the market development in 2022 is that while the sales of intelligent door locks are moving online as a whole, the new biometric function is also growing by a large margin.

According to online data from RUNTO, the market share of facial recognition locks reached 13.8 per cent in November, up 41 per cent from a year earlier, while finger vein locks accounted for 3.9 per cent, up 66 per cent from a year earlier.

The penetration rates of face recognition locks and finger vein locks in China's intelligent door lock online market, in terms of% face recognition locks, are in the top two places, with a share of 22% and 19%, respectively. Xiaomi also began to make efforts, with a share of 11.3%, an increase of 4.3 percentage points over the same period last year.

In terms of finger vein locks, deer ranked first, with a share of nearly 50 per cent, while Cadiz, which only participated in May this year, did well, with a share of 16.8 per cent this month.

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