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

CTOnews.com Sept. 25, according to an article posted by IDC Consulting official account, the number of smart door locks shipped in China in the first half of 2023 was 3.68 million, an increase of 13% over the same period last year.

IDC believes that the increase in shipments is mainly due to the upgrading of product functions, which makes the smart door lock gradually meet users' demands for home security and convenience, thus stimulating the release of the market demand for intelligent door lock. On this basis, IDC expects the Chinese smart door lock market to ship 8.38 million units in 2023, up 18.6 per cent from a year earlier, CTOnews.com found.

The specific development and changes are mainly as follows:

Upgrade the function "rigid demand" unlocking mode and expand the security capability.

In the first half of 2023, the upgrading of product functions in China's intelligent door lock market has been accelerated to better meet the core needs of users. As an important equipment at the entrance of home physical space, the upgrade of intelligent door lock function is mainly oriented to two directions: unlocking mode and security monitoring capability.

In the way of unlocking, finger vein and face recognition has become an important trend of market upgrading, which not only helps to improve the security of door locks, but also can effectively take into account the experience of young and old groups, and meet the needs of different family members and different scenarios.

In terms of security monitoring capability, outdoor dynamic real-time viewing and abnormal situation recording and alarm are the focus of the expansion of intelligent door lock functions. Cat's eye lock and video lock shipments increased rapidly in the first half of 2023, and the market share increased significantly.

The price "rigid demand" makes the market price go down, and the competition is gradually divided.

The price change of intelligent door lock also reflects the development trend of "rigid demand" in the market. On the one hand, with the intensification of market competition, the average unit price of China's intelligent door lock market fell 13.4% in the first half of 2023 compared with the same period last year, the threshold for purchase has been further lowered, and the target consumer groups have become increasingly widespread.

A large number of Internet brands and new entrants play price cards in the wave of upgrading the function of smart locks, making use of preferential prices to attract more consumers to buy smart locks.

On the other hand, brand manufacturers strengthen the high-end market layout, comprehensively improve product performance and channel services, establish a good brand image and expand customers through high-quality use experience, brand manufacturers have obvious advantages in the word-of-mouth recommendation of relatives and friends and neighbors.

The "rigid demand" of the channel makes the e-commerce platform diversified and the traditional channel permeates.

With the improvement of market acceptance, intelligent door locks gradually infiltrate into more diverse sales channels. As the main shipping channel of intelligent door locks, e-commerce is gradually expanding from traditional platform e-commerce to social e-commerce, vertical e-commerce and other emerging platforms, facing a wider range of market demand.

The potential of the offline market is gradually stimulated with the sinking of the channel, and the intelligent upgrade of the offline traditional door lock channel has become the layout of the head manufacturers.

The sales of intelligent door locks are not only sinking from first-and second-tier cities to fourth-to sixth-tier cities, but also its channel network is infiltrating into the building materials market, supermarkets, community temporary stalls and even convenience stores, gradually into people's daily life.

With the gradual release of the market demand for intelligent door locks, the market competition will become more and more fierce. How to lay out the "just-needed" market demand and enhance their competitiveness in the future, IDC said, the following three directions should be paid attention to:

Layout of high-end performance-price competition

At present, the market penetration of finger vein and 3D face recognition function is still at a low level, and the market promotion is mainly faced with cost pressure. In the future, the price drop driven by the maturity of the corresponding technology is expected to promote the further release of market demand and accelerate the iteration of stock market upgrading. at the same time, it will also become an important opportunity for manufacturers to overtake in the corner in the upgrade wave.

Enrich AI scene application

With the gradual convergence of the application of intelligent door lock function, the upgrading of AI capability will become an important direction of market upgrading and an important starting point for manufacturers to create differentiated competition. AI visual ability is the main direction of intelligent door lock AI upgrade, the improvement of visual recognition ability will help intelligent door lock to expand the application scenarios outside the home, such as package identification capability will meet the needs of users to take care of express delivery, optimize and enhance the user experience.

From individual Intelligence to Ecological Interconnection

At present, the function of intelligent door lock is mainly based on its own ability or cooperation with mobile phone, but it has less linkage with smart speakers, smart home central control screen and other home devices, and mainly focuses on its own brand products. The development route of single product upgrade is not conducive to the rapid development of the intelligent door lock market, and actively expanding cooperation with other families and mobile devices will help to enhance the user stickiness of door locks, and it is also one of the important directions for the long-term development of layout.

Referenc

Smart door locks move towards "rigid demand", and shipments are expected to increase by 18.6% in 2023 compared with the same period last year.

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