Desman Smart Lock ranks the first in sales in 2023, leading the mid-to-high-end market
Recently, industry authoritative institutions AVC (All View Cloud) and RUNTO have successively released the 2023 annual report of China's intelligent door lock industry. Both reports emphasize that even in a sluggish macroeconomic context, the intelligent door lock industry in China has maintained a rare growth momentum in 2023.
Both reports provide a phased summary of the current brand competition landscape in the smart door lock industry. In two reports, the leading brand of smart locks, Desman, has consistently ranked first in the industry in terms of sales through online channels; In the mid to high end price range of over 2000 yuan, Desman's sales share is far ahead and continues to lead the industry's high-end market.
Brand competition intensifies, Desman firmly ranks first in sales volume
RUNTO pointed out in its annual report that the new entrants to the smart door lock industry in 2023 are mostly small and medium-sized brands, mainly promoting products priced below 1000 yuan, and achieving rapid conversion through single explosive products; At the same time, cross-border brands such as the home appliance industry and security industry are rapidly penetrating; However, RUNTO also emphasized that the position of smart door lock top brands remains stable in 2023, with brands such as Xiaomi and Desman consistently ranking among the top in terms of sales and revenue.
According to online sales data from RUNTO, Desma ranks first in sales across all online channels. In 2023, Desman will launch omni channel marketing, settle in emerging channels such as Tiktok and Pinduoduo, and cooperate deeply with operators; In terms of products, we have launched iris technology, Sentinel Cat's Eye system, and WeChat audio and video call functions; The market results show excellent performance in the mid-to-high-end market.
Xiaomi maintains the top position in the sales dimension through online omni channels. It has advantages in product cost performance and intelligent experience, and has accumulated a large number of Internet users.
At the same time, AVC also emphasized in its annual report that as a professional intelligent door lock brand, in 2023, Desman ranked first in the retail sales scale of online traditional e-commerce channels with a 19% share of retail sales.
Both RUNTO and AVC have summarized that in 2023, online channels will become a key driving force in the industry, and emerging e-commerce platforms will become a breakthrough point for brand competition. RUNTO pointed out that in 2023, content e-commerce, interest e-commerce, social e-commerce and other industries will develop rapidly, with annual sales exceeding 1.5 million units, a year-on-year increase of over 70%. Desman is one of the earliest smart lock brands to lay out emerging channels, and its achievement of being the top seller in all online channels is closely related to Deshmann's consistent strategy of "comprehensive operation".
Dual growth of low price and high quality, Desman leads the mid-to-high-end market
According to online monitoring data from RUNTO, in 2023, the sales share in the price range below 1000 yuan reached 58.2%, with a year-on-year increase of 29.7%. The mainstream price range in the online market for smart door locks is below 1000 yuan. However, compared to entry-level smart door locks that mostly only have basic functions, mid to high end smart door lock products have more complete functions, higher safety, and better meet consumer security needs. Therefore, consumers are also willing to pay for high-quality products. Among them, online sales in the price range of 2500-2999 yuan and above 3500 yuan showed the most significant growth, with year-on-year increases of 10% and 73.9%, respectively. RUNTO pointed out that in terms of brand, Desman has the highest online sales share in multiple price ranges above 2000 yuan.
AVC stated in its annual report that in 2023, the brand market positioning of China's smart door lock market is differentiated, with Desman, Huawei and other brands mainly promoting mid-to-high-end price range products, while waist brands compete for market share with more attractive prices.
AVC pointed out that in 2023, Desman will continue to deepen its cultivation in the high-end field. In the-mid-to-high-end price range of over 2000 yuan, Desman has a significant leading advantage in retail volume and sales. Meanwhile, over the past year, Desman has been continuously exploring channel diversification to increase its brand coverage among the target audience.
*Originally from Lock World, if involved in copyright issues, please contact us for prompt deletion.