2023Q1 smart door lock market: the volume guarded the amount of decline, TOP 5 brand pattern stable!
The reason for the unsynchronized and opposite trend of sales volume and sales volume is mainly due to the lower average market price caused by the changes in channel structure, product structure and brand structure. On the one hand, e-commerce channel promotions and live banding are becoming more frequent in 2023, and the price is much lower than the daily retail price; on the other hand, waist brands are mainly pushing products below 1,000 yuan in order to seize the market.
Downward low price to grab volume and upward pursuit of high value coexist
According to RUNTO online data, the average market price in the first quarter of 2023 was $1,048, which was $244 lower than the same period last year and $260 lower than the previous quarter, both down by about 20%. Among them, the average price in February 2023 even dropped to 1003 yuan, the lowest price in the history of the past two years.
On the other hand of promoting affordable basic products, h
high-value products are also being released intensively. RUN
TO observed that in the first quarter of 2023, the focus of new products of mainstream brands are focusing on the high-end market. In terms of data, the price end of the market above 3,500 yuan performed well, with sales increasing by 2.2% year-on-year, outperforming the general market, which shows that high-quality products are still recognized and accepted by some consumers.
Brand: Top5 pattern is stable
The waist brand mainly focuses on entry-level products
The top 10 brands in the sales dimension are divided into two camps. top 5 brand pattern is very solid, Xiaomi, Deshman, Cadiz, General Stone, Phantom couple steadily maintained in the top five of the sales list.
The first ranking is Xiaomi, sales share of 19.4%, sales share of 21.3%, respectively, to achieve 0.9 and 2.3 percentage points of double growth.
DSM ranked second in terms of sales volume and sales share, and its performance in terms of sales volume was similar to that of Xiaomi due to its relatively high average price. Deshman's performance in recent years is worthy of the industry's attention, RUNTO has analyzed its four breakthrough technologies recently released in the article "Interpretation of Deshman smart door lock new product matrix and high-end products with data". In fact, DSM has long been cultivating the high-end market, and half of the Top 10 list of best-selling models above 2000 yuan are DSM products, and Q5M PLUS is ranked first. In the previously described growth in the segment of high-value products above 3,500 yuan, DSM ranked first, with a year-on-year double growth in volume and amount, up by more than 80%. In terms of marketing, DSM joined hands with People's Daily to carry out a new campaign for the people, while helping to spread the brand efficiently.
Cadiz and General Stone ranked third and fourth in the sales dimension, respectively, but their shares both showed year-on-year declines of 3.5% percentage points.
The 6th to 10th ranked brands in the sales ranking have changed more, mostly from the second half of 2022 to increase investment, and thus the brands' sales share in the first quarter of 2023 all showed positive year-on-year growth, with the common feature of mainly pushing entry-level products with an average price of less than 600 yuan.
Among the top 10 brands in terms of sales volume, LUKE and Huawei mainly promote mid- to high-end products and win a place in the market, ranking fifth and ninth respectively.
TOP10 outside of the brand also has a good performance. Lilin, a professional brand in the field of security, entered the consumer-level market of smart door locks in the second half of 2022, and entered the TOP10 list of vertical e-commerce channels for the first time in March this year with a single product of less than 1,000 yuan.
Product: New product focused release
As the impact of the epidemic gradually receded and the retail market began to rejuvenate, the Chinese smart door lock market ushered in a new product season in the first quarter of 2023. Mainstream brands such as Xiaomi, Deshman, Cadiz, Dekker, Fluorite and Le Orange all released new products, with highlights mainly focusing on features to improve security such as smart cat eyes, large indoor screens and biometric unlocking.