Prospect of smart lock in Chinese market
Intelligent lock has a very broad potential market, but it is still difficult to form a rigid demand, resulting in the rise of intelligent lock, which seems to have reached the technical bottleneck period and market bottleneck period, which is very unfavorable to the development of intelligent lock industry. First, smart lock enterprises will begin to shuffle, and a number of smart lock enterprises with hot spots, weak technical ability and weak market expansion will be eliminated; The second is camp choice. Smart lock enterprises in security industry and other industries will be marginalized and replaced by professional companies in the field of smart home; Thirdly, application scheme innovation and business model innovation will be an important means to promote the development of intelligent lock.
Intelligent lock trillion industrial clusters need to replace 50 + million sets every year
At present, China, Europe, America, Japan and South Korea are the four largest smart lock markets in the world. China's sales in 2017 were about 7 million sets, including about 3.6 million sets in the retail market and about 3.4 million sets in the engineering market, accounting for about 50% of the market share. Among the more than 7 million sales, more than 4 million are contributed by chain brand apartments and hotels, accounting for 57%. The recognition of intelligent door lock in ordinary families is still relatively low. At present, China has become the region with the highest sales in the global market, but the penetration rate is only about 3%, while the penetration rate of South Korea is as high as 80%. South Korea alone can digest 1.7 million sets of home smart locks in a year. It is estimated that the penetration of smart door locks in China will reach 10% and the sales volume will reach 50 million in 2019.
In the past two years, China's smart lock industry still focuses on consumer popularization and education. It is expected that by 2020, the penetration rate of China's smart lock market will reach 19.75%. Although the gap with mature markets such as Japan and South Korea has been greatly reduced, the road to catch up and surpass is still far away.
In 2017, the scale of China's smart home market reached 91.66 billion yuan, a year-on-year increase of 50.15%. It is expected that smart home will usher in an outbreak period in the next few years, and the annual growth rate will remain at about 50%. By 2018, the scale of smart home market may reach 139.6 billion yuan. By 2020, China is expected to become the largest smart home market in Asia, and the sales of smart locks will account for a very large share of the smart home market.
In 2017, China's smart lock retail market broke through the fast lane, and the industry sold more than 7 million sets in the whole year, which is praised as the first year of the outbreak of China's smart lock market. It is estimated that by 2020, the sales volume of domestic intelligent door locks will exceed 50 million sets, and the intelligent lock industry cluster composed of parts suppliers, technical support providers, intelligent lock manufacturers, IOT technology enterprises and security enterprises will create a trillion market.
Transformation trend of intelligent door lock: equipped with Intelligent Cloud System
At present, there are mainly four modes of intelligent door lock. The first is biometric mode, including door lock using face recognition and fingerprint recognition; The second is password unlocking; The third is to unlock the induction card; The fourth is the traditional key unlocking. In order to enhance security, some intelligent door locks support combined unlocking. For example, "fingerprint + fingerprint", "fingerprint + password" and other methods to unlock.
According to the 2017 smart door lock technology and market analysis report, there are many products with fingerprint identification and networking function in smart door locks, especially the door locks with fingerprint identification function accounted for a large proportion in 2017. However, the share of products with face and iris recognition is still small. In terms of networking, Bluetooth has the most applications.
From the perspective of the mode of intelligent door lock, manufacturers can start with the polishing of traditional hardware fine technology, and use high-performance materials and high-level technology to make the door lock safe and exquisite; The second is to use technology as the entrance and artificial intelligence technology such as biometrics as the support to open the market; Finally, it is to upgrade the cloud smart lock using NB IOT Internet of things technology, which not only makes the smart door lock more "smart", but also lays the foundation for the whole smart home chain. So, compared with the traditional smart door lock, what are the advantages of cloud smart door lock?
Cloud intelligent lock uses mobile Internet technology, cloud technology and electronic information encryption, decryption and authentication system. It solves the problem of unlocking and management through a security system project. Therefore, from a system perspective, cloud smart lock is a form of "two ends and one platform", namely "lock end", "user end" and "cloud platform". The traditional intelligent door lock is intelligent "lock end" and "user end". In addition, compared with the traditional intelligent door lock system, the cloud intelligent door lock system has the following advantages:
1. The security structure is complex. In addition to retaining the four functions of biometric technology and password authentication of traditional smart door locks, the electronic information encryption and decryption technology and networking authentication technology added to cloud smart locks are integrated with the encryption technology of intelligent terminals to form the whole security system. The cloud system can safely manage the "lock end" in real time and report to the "client" at any time.
2. It is more convenient to manage the door lock. Cloud smart lock management can use mobile phones to solve the problem of "lock end". For example, since the smart door lock is loaded with a power module, it is necessary to feed back its power loss in time. At the same time, it can also remotely control the door lock at home.
At present, both the landing products of cloud intelligent lock and intelligent cloud system have developed rapidly. For example, Haier recently launched the first cloud smart lock equipped with Nb IOT technology in China. When the smart lock is opened in an abnormal way, the system will automatically alarm the user's mobile phone.
In terms of intelligent cloud system, according to public data, lovertie has developed mature intelligent cloud system solutions and established general cooperation with many chain brands, smart homes, smart hotels, smart campuses, smart transportation and bike sharing enterprises, which has become a dark horse - their "two ends, one platform" one-stop solution, It can help enterprise customers quickly realize "shell and use".
At present, most of the value of China's intelligent door lock market is contributed by hotels, enterprises and factories, and the final big market should be the family itself. To encourage ordinary consumers to change their thinking and actively embrace smart door locks, smart door lock manufacturers should improve the quality from software to hardware, carefully guard against risks and reassure consumers. As a direction for intelligent door lock manufacturers to improve their competitiveness, intelligent cloud system will release its huge energy in the 5g era in the future.
Investment and financing favor smart locks to pry trillion smart home market
In recent years, whether in the eyes of the industry, in the investment circle or in the terminal market, the biggest feeling of intelligent lock is fire. Smart locks can be seen everywhere in CCTV advertisements, highland railway stations, airports and high-speed billboards.
Especially in the investment circle in recent years. First, in early March, Yunding obtained 110 million yuan of C + round financing led by blueprint venture capital and followed by Lenovo star and Xianfeng; On March 21, deshmann received a joint investment of more than 100 million yuan from well-known enterprises and investment companies such as red star Macalline, good wife group and sharing investment; Then on March 26, Manshen obtained tens of millions of pre-A round of financing from Dachen venture capital.
In pushing forward, beech smart, Moli, Yunyou, Guojia, youdis, Moli, Yikang, euribo, science and technology man, Shylock, kaidisi, Ola and other smart lock brands have also obtained a large amount of financing. The following is the statistics of the financing situation of the smart lock industry in recent years: from the above statistical table, it can be seen that the capital market and investment institutions have become more and more enthusiastic about the investment in smart locks and smart homes in recent years, and this momentum will continue in the next two or three years.
Why are investment institutions keen to invest in the smart lock industry? Luo Baihui, deputy director of the smart industry research center of the International Smart City Research Institute, believes that the biggest reason is that the smart lock market is still in the early stage of popularization, and there is a huge market space in the future; In addition, smart lock is one of the first smart products in the field of smart home. Everyone wants to use smart lock as a breakthrough to pry the trillion smart home market. Therefore, it is reasonable that the intelligent lock has attracted the attention of the investment community.
Of course, from the above statistical table, we can also see the investment preferences of investment institutions. They most like to invest in these types of enterprises:
01
Internet smart lock brand
In recent years, the smart lock brand with internet gene is most favored by investment institutions. As one of the earlier Smart Lock Internet brands in China, Yunding has completed six rounds of financing, including more than 100 million twice, at least more than 4 million yuan. In addition, Internet smart lock brands such as Guojia, Yunyou, Ola, Shylock and science and technology man have also achieved good results in the investment community.
Smart lock industry leading brand
The professional brand of intelligent lock has more advantages than enterprises that cross into the intelligent lock industry such as home appliances, security, telecommunications and the Internet in terms of production, R & D and sales, market share, after-sales service level and after-sales quality.
Therefore, investment institutions will not give up the leading brands and professional brands in the intelligent lock industry. In terms of investment amount, deshmann raised more than 100 million yuan twice, and traditional professional intelligent lock brands such as Manshen, Moli, youdis and Cadiz also received more than 10 million or even tens of millions of financing.
03
Brands with smart home background
In addition to the Internet smart lock brand and the traditional professional smart lock industry leading brand, the smart lock brand with smart home background is also one of the preferred enterprises of investment institutions. After all, it is an indisputable fact that smart home will gradually replace traditional home.
In this field, euribo is the smart lock and smart home brand with the most financing times and the highest amount. So far, it has obtained three rounds of financing, which are RMB 10 million, 78 million and 110 million respectively, with a total amount of nearly RMB 200 million.
Note: all the mentioned currency unit is RMB-Chinese Yuan