In the era of locks, price wars are not the final option for the smart lock industry
Today, the smart lock has been from the high price of the public can not afford to fall thousands of miles, and now the least cheap but two or three hundred dollars. If two or three hundred dollars a smart lock can be inexpensive, it is also a good thing for users.
Smart lock is cheap, not 9999, not 999, just 299. Yeah, you heard that right. It's 299. 299 you can not buy a loss, 299 can not buy fooled; 299, you can't go to Singapore and Hong Kong; 299, not enough to take a lover to romantic Turkey; Although the smart lock is not a family heirloom, men, women and children can not leave; 299, buy the smart lock home, go out and throw away the key, the wife is happy, the old man is rare, the child likes, the whole family is happy!
Although this is only a joke circulated in the circle of friends, it reflects the current extremely bad price war in the smart lock industry. Today, the smart lock has been from the high price of the public can not afford to fall thousands of miles, and now the least cheap but two or three hundred dollars. If two or three hundred dollars a smart lock can be inexpensive, it is also a good thing for users.
But unfortunately, in many cheap smart locks, most of them are defective products without quality assurance. Therefore, once such a product is bought by the user, once there is a problem or failure, the damage is not only the interests of the user, but also the credibility of the entire industry. It can be said that this is a matter of no benefit to others.
Of course, this has a great relationship with the fact that China's smart lock industry is currently in the tuyere and the competition is extremely fierce. Today, more than 2,000 enterprises, more than 3,000 brands compete on the same stage, although the entire industry is more lively, but also let the entire industry into unprecedented chaos, plagiarism, price war and other chaos has become the current smart lock industry "new normal".
After all, in the many smart lock brands, there are many small brands, small enterprises, and even small workshops that have no research and development ability, no quality assurance, no brand awareness, and no perfect after-sales system. And most companies are using the public model production, just like the Huaqiangbei feature phone, as long as you want to dry from different channels, purchase different parts, and finally form a whole lock through simple assembly.
In other words, China's smart lock industry has entered the era of nationwide locks, and the industry's entry threshold is getting lower and lower. Better big brands come in, use the form of ODM, design by themselves, and then find a good foundry; General enterprises only to join the fun, too lazy to design and research and development, directly find an enterprise OEM, others have what products to what products; Coupled with some products produced by the use of mould, many products in the market have been difficult to distinguish from the appearance. This has led to the industry as a whole "good-looking skin is the same, interesting soul is one in ten thousand" status quo.
Therefore, in the context of extremely serious homogenization, those who do not have research and development strength, no brand awareness, no quality assurance, and no perfect after-sales system of enterprises, can ultimately spell only the price.
Price war is the only way for every industry from the early stage of development to maturity. Just like the air conditioning industry, from more than 1,000 brands in the chaotic period after a round of shuffling and elimination, there are now less than 100 brands left. Among them, the air conditioning industry has experienced a change from a price war to a value war, and the enterprises that can survive are ultimately fighting for products, services and brands.
The smart lock industry will eventually change from today's price war to the value war, and only the price will eventually be a dead end. Therefore, first of all, we must understand the so-called cheap quality, quality is the premise. Although, good price is the user lock pursuit. However, the basis of cheap and good quality is good quality, that is, the quality of the product and the after-sales service of the enterprise must be passed and guaranteed, and only after solving the problem of good quality can we talk about low price. That is to say, whether you sell 2999 or 1999, or even 999, 699, or 299, quality is the premise, there is no quality, do not mention cheap.
Second, we need to understand that what users want is not necessarily really cheap, but value for money. The so-called "get what you pay for" is to let users feel that the value spent can get the same value as the item. Just like the current users to buy air and home appliances, the first choice must be Haier, Midea, Gree, Philips, Hisense, TCL, Samsung, LG and other first-line domestic and foreign brands, because these brands can provide good quality at the same time, but also provide good after-sales service, so that users feel guaranteed to buy back.
Third, we must understand that only reasonable profits, enterprises can develop healthily. Selling 299, 399, 499 smart locks, it is difficult to say that there is no profit, just more and less profit. Now, millet home smart lock is also in preparation, according to millet 5% profit pricing, presumably it also dare not sell smart lock to three or four hundred yuan. Without profit, it is not only difficult for enterprises to maintain normal operation, but also lack of funds to do research and development, brand promotion, channel construction and after-sales service system construction, if you do not do these, it is difficult to form the core competitiveness of enterprises, so in addition to price, it is difficult to find a breakthrough.
On another level, the price war not only did not let themselves get much benefit, but even let the peers also suffer. Therefore, the competition of the smart lock industry, the price war is not the final option, the future smart lock industry is bound to enter the era of products, brands and after-sale intensive cultivation.