April smart lock online market: smart cat eye penetration rate of more than three cities
China smart door lock online market sub-monthly sales
▲Data source: RUNTO online monitoring data, unit: 10,000 sets
The reason for the double growth of volume and amount year-on-year is that last April was severely affected by the epidemic and the sales volume was the lowest value of the year, and the low base brought positive growth; the main reason for the decline of ringgit is that consumers are holding their money before the 618 promotion.
Mainstream brand pattern stable waist brand focus on products below $1000
According to RUNTO online monitoring data, the TOP4 brand share (CR4) of the smart door lock online market in April was 45.7%, up 0.1 percentage points from the same period last year and down 2.8 percentage points from last month.
The top five brands did not change. Xiaomi held the first place with a clear advantage, with a market share of 22.7% in the sales dimension, up 8.9 percentage points from the same period last year, the most significant growth among the Top 10 brands. Cadiz and Deshman followed with a share of about 8% respectively.
Among them, Deshman's performance in the mid- to high-end market is noteworthy, as it tops the list in the price segment above 2,500 yuan, with a 5.8 percentage point increase in sales share over April last year.
From the 6th to 9th place brands are mainly pushing entry-level products below 1,000 yuan, almost all by virtue of a single star product to drive brand share growth, up 1.3 to 4.6 percentage points.
Smart cat's eye penetration rate rose to 32.7%
In the market performance of various configurations, the smart cat's eye is relatively outstanding. According to RUNTO online monitoring data, the penetration rate of the cat's eye in the smart door lock online market rose from 28.5% in January 2023 to 32.7% in April 2023.
By brand, in April, DSM, Xiaomi and Jenn Elephant ranked among the top three in the segment, with a combined market share of 33.4%. Among them, Deshman's performance in the track is also relatively bright, with its smart cat eye door lock on sale contributing nearly half of the brand's own sales.
618 promotion has kicked off, in addition to increasing subsidies, full reductions and live with goods, etc., the strategy of this year's e-commerce platform focuses on direct price reductions; at the same time, the channel, the brand more offline stores are also involved in strengthening the O2O linkage. Luotuo Technology (RUNTO) predicts that the sales of the 618 promotion broadening cycle (May + June) in 2023 is expected to exceed 1.1 million sets, an 8% year-on-year growth.