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

CTOnews.com, January 28, according to RUNTO's "China Intelligent door Lock online Retail Market monthly tracking (China Smart Lock Online Retail Market Monthly Tracker)" report, the omni-channel sales of smart door locks in China was 17.6 million in 2022, an increase of 3.8% over the same period in 2021. Although the growth rate of the market has slowed, it is still at an all-time high.

The sales scale and change of China's intelligent door lock market from 2017 to 2022, unit: ten thousand sets,% channel structure: B end shrinks, C end e-commerce accounts for 28% of the overall market. In the intelligent door lock industry, B end channel development is relatively earlier and more mature, occupying a dominant position in the market. In the past two years, the real estate industry has been continuously suppressed by the adjustment policy, superimposed the impact of the epidemic, and the overall performance has declined rapidly. In 2022, the combined market share of B-end real estate development market and door distribution channels continued to shrink, accounting for about 48%. The security market, another major channel on the B side, continues to maintain a market share of about 6%.

The standardization, intelligence and consumer electronics of intelligent door lock products, as well as the huge stock of non-intelligent door lock, determine the rise of the C-end market of intelligent door lock. With the price drop of thousands of yuan, the combined proportion of offline and online retail channels increased to 46% in 2022.

China's intelligent door lock market channel structure, unit:% in particular, the market development of online channels is still halfway up the e-commerce cycle in 2022, with annual e-commerce sales accounting for 28.4% of the total channel. According to online data from RUNTO, in 2022, China's smart door lock online open retail market (excluding Douyin and other content e-commerce) monitored sales of 4.12 million units, an increase of 11.2% over the same period last year; sales of 5.35 billion yuan, an increase of 4.2% over the same period last year; and the average market price was 1291 yuan, down 87 yuan from the same period last year. In the 12 months of the year, 60% of the months achieved year-on-year increases.

Monthly sales of China's smart door locks online market, unit: 10,000 sets of brand pattern: full competition, the number of new brands accounted for 48% of the year in 2022, the country engaged in more than 3000 enterprises engaged in smart door locks. According to RUNTO, 496 brands were sold online in 2022, compared with 239 new entrants that year, accounting for 48 per cent. In terms of brand types, in addition to traditional lock brands, it also includes cross-border brands such as security giants, mobile phones, home appliances, smart cameras and so on, such as Huawei, 360, Skyworth, Sharp, PUL and so on. In addition, there are a large number of tail brands and white brands.

The active participation of the brand makes the competition more sufficient, which is reflected in the decline of market concentration. CTOnews.com learned that the combined share (CR4) of the TOP4 brand in 2022 was 48.3%, down 4.1% from the same period last year.

Xiaomi always maintains its head position with a share of 19.2% with the advantages of high performance-to-price ratio, brand awareness and smart home system.

Deschmann came in second, with a share of 12%, an increase of 1.3 percentage points over last year. In 2022, Deschman launched a number of facial recognition locks, which continue to focus on the high-end market. It was followed by Cadiz, with a share of 10.5 per cent, down 2 percentage points from 2021. The two brands compete firmly, the rankings rotate all the year round, and the common growth lies in the launch of IPO in 2022.

General Shi and Phantom couple relied on the prices of more people-friendly products to stabilize in the fourth and fifth places, with a share of 6.5% and 4.5% respectively, an increase of 1.3 and 0.2 percentage points respectively over 2021.

In the 6th to 10th brands, the pattern is relatively volatile. Home appliance brands Haier and TCL are among them; Deer relies on its finger vein products to form differentiated competition and has been on the TOP10 list for a long time.

Huawei, which entered in March 2022, took advantage of its brand, technology, channel and scene ecology to win a place in the sales volume of the TOP10 brand in June, and ranked seventh in terms of sales volume.

2021-2022 Chinese intelligent door lock online TOP10 brand sales share, unit:% product features: biometric rapid development, face recognition and finger vein doubling unlock, fingerprint, password, card, key four basic unlocking mode is the standard of intelligent door lock, biometric method is gradually becoming the innovation direction of enterprise products.

Among them, face recognition lock and finger vein lock doubled in 2022. Online sales of facial recognition locks grew 100 per cent year-on-year in 2022, with market share rising from 3.2 per cent in January 2021 to 13.5 per cent in December 2022, according to online data from RUNTO. Deschmann and Kedith lead the facial recognition door lock market, with a combined share of more than 40%.

Over the same period, finger intravenous lock sales increased by 144% year-on-year, with market share rising from 0.4% in January 2021 to 3.4% in December 2022. From the perspective of brand competition, deer accounts for more than 70% of the share in 2021; starting from 2022, Deshmann, Kedith, Bock and other brands have completed the product layout one after another.

Product direction: intelligent cat's eye and indoor large screen become consensus. Intelligent cat's eye and indoor large screen can realize 24-hour real-time monitoring, which is more suitable for families with the elderly, children and women, and has become a new safe product choice.

In 2022, online sales of smart door locks equipped with smart cat's eyes increased by 45% compared with the same period last year, and the market share increased from 16.2% in January 2021 to 32.8% in December 2022. Among them, in this market segment, Deschmann ranks first, and nearly half of its products are equipped with smart cat's eyes.

In 2022, online sales of smart door locks with large visual screens increased by 52% year-on-year, with a market share rising from 9.2% in January 2021 to 20.2% in December 2022. Among them, Cadiz, TCL and Huawei ranked in the top three of the product segment, especially Huawei ranked third with only one product.

2021-2022 China's intelligent door lock online market function sales penetration rate, unit:% forecast: 2023 China's intelligent door lock market will break 19 million sets from the external environment, with the optimization of epidemic prevention and control policies, the consumption scene will gradually recover, business opportunities in the offline market and B-end market will increase. From the perspective of the industry, the current intelligent penetration rate of 15% of door lock products determines that the market has great room for growth, and the innovation of corporate brands and the consumption of electronic products are promoting users to actively purchase and upgrade.

RUNTO predicts that in 2023, China's intelligent door lock market will reach 19.05 million sets, an increase of 8.2% over the same period last year, and will move towards new trends in channels, brands, products, ecology and other aspects, including multi-channel integration, rapid clearance of small brands, continuous biometric penetration, and integration into the intelligent layout of the whole house.

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