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

CTOnews.com, November 21 (Xinhua)-- Loto Technology today released sales figures for China's smart door lock online market (excluding emerging e-commerce companies such as Pingqiu Kuaidi) during the double 11 promotion period of 2023 (October 23-November 12).

CTOnews.com learned from the data disclosed by Loto Technology that this year's Singles Day intelligent door lock sales were 565000, an increase of 14.7% over the same period last year; sales were 830 million yuan, an increase of 29.5% over the same period last year; and the average price was 1466 yuan, an increase of 168 yuan over the same period last year.

Loto Science and Technology believes that, unlike the characteristics of the rise and fall in the market volume of intelligent door locks in the first three quarters, intelligent locks with the dual attributes of security and consumption have reversed the trend this year. This year, more resources invested by mainstream brands are concentrated in high-end products and services, showing greater promotion efforts, and the product structure and price structure of the overall market then showed a significant improvement.

During the double 11 promotion of ▲ Tuoyuan Luotu Technology, the exposure frequency and the number of brands of intelligent door locks in the head anchors increased; the prices of key models dropped by more than 25%; the gifts were diversified, including smart speakers, cameras, smart bracelets, lithium batteries, and so on; in after-sales, "package installation" and "extended warranty period" became the direction to attract consumers.

During the great promotion period, benefiting from the advantages of brands and promotion resources, it is the head brands that often harvest the market share, so the market concentration is significantly improved.

From the fourth quarter, under the strong pull of Singles Day, online sales of smart door locks are expected to reach 1.34 million sets in that quarter, an increase of 8% over the same period last year. Omni-channel sales for the whole year will be 18.25 million units, an increase of 3.7 per cent over the same period last year.

In terms of brands, during the Singles Day promotion in 2023, the top three online market sales of intelligent door locks were Deshmann, Xiaomi and Cadiz, respectively, with a combined share (CR3) of 60.1%, an increase of 18.2% over the third quarter.

The top three sales of ▲ Tuyuan Loto Technology were Xiaomi, Deshmann and Cadiz, respectively, with a combined share of 51.3% (CR3), an increase of 15.5% over the third quarter.

Deschmann's sales share is more than 20%, and it ranks first in the two price ranges of 2000-2499 yuan and 2500-2999 yuan with cat's eye big screen lock. In addition, it has promoted the layout of multiple studios on Tmall, Douyin, Kuaishou and other platforms, and the single model of Maoyan big screen lock Q5M Pro has sold nearly 20,000 sets in Tmall LVB.

Xiaomi's sales share exceeded 20%. Through two star products, fully automatic intelligent door locks and E10, the overall brand sales increased by 2.3% compared with the same period last year, and ranked first in the three price ranges of 500-999 yuan, 1000-1499 yuan and 1500-1999 yuan.

The new product K70 Pro MAX Palm vein Lock released before "Singles Day" made a significant contribution during the promotion period, helping Cadiz gain the first market share in the price range above 4000 yuan. In Tmall's live broadcast, nearly 10,000 sets of face recognition lock K20 MAX PLUS were sold.

The deer host promoted the differentiated product finger vein lock, ranking fourth in sales and sixth in sales. Huawei ranked fifth and fourth in sales and sales, respectively.

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