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Performance of smart door locks in online markets

According to the "Summary Report of China's Home Smart Door Lock Online Market" by AVC, in July 2025, the retail volume of the smart door lock online market (including traditional e-commerce and content e-commerce) increased by 14% year-on-year, and the retail sales increased by 17% year-on-year. The market mainly presents three characteristics: ① The market share of low-end products below 500 yuan has further expanded, increasing by 4 percentage points compared to July 2024, reaching 35%, squeezing the market space for products in the price range of 800-1500 yuan, which is an important force driving the increase in online retail volume in July; ② The performance of the mid to high end market with a retail value of 1500 yuan or more is stable, with double-digit growth in both retail volume and retail sales scale, which is the key to supporting the year-on-year increase in retail sales; ③ Affected by the hot sales of low-priced products from some industrial belt brands, the average online market price of smart door locks fell below 1000 yuan in July. Although the average price increased by 2.5% year-on-year compared to the same period in 2024, it showed a significant decrease of 18% compared to June 2025.

Performance of traditional e-commerce smart door locks

The report shows that in July 2025, the retail volume of smart door locks in traditional e-commerce increased by 19% year-on-year, and the retail sales increased by 26% year-on-year. From the perspective of market structure, the demand structure for smart door locks is shifting towards the high-end market, with the high-end market priced at 2000 yuan or more becoming the main direction of acceptance. The proportion of the low-end market below 1000 yuan and the mid-range market between 1000-2000 yuan both showed a significant contraction, with the proportion of retail sales decreasing by 2 percentage points compared to the same period last year; The decline in the proportion of retail sales is more significant, with a 6 percentage point decline in the market below 1000 yuan and a 5 percentage point decline in the market between 1000-2000 yuan. But the demand for products below 500 yuan has expanded, lowering the average price to 942 yuan, a year-on-year increase of 6% and a month on month decrease of 19%. In July, the traditional e-commerce technology market showed differentiated characteristics. In terms of penetration rate, the cat eye large screen intelligent door lock, palm vein intelligent door lock, and multi camera intelligent door lock steadily increased; The proportion of retail sales of facial recognition smart door locks has decreased by 2 percentage points, but due to the fact that facial recognition function belongs to the mid to high end configuration, the average price of products is relatively high, reaching 1310 yuan, an increase of 29% compared to July last year, which has increased the proportion of retail sales of facial recognition smart door locks by 7 percentage points; The demand for vein smart door locks has reversed, with a 1% increase in the proportion of retail sales, but the proportion of retail sales has slightly contracted due to the decrease in average price.

Performance of Content E-commerce Smart Door Locks

The report shows that in July 2025, the retail volume of smart door locks for content e-commerce slightly increased year-on-year, but due to the hot sales of low-end products, the market average price fell by 8.5% year-on-year, resulting in a year-on-year decrease of 8.3% in retail sales scale. From the perspective of product structure, the smart door lock market for content e-commerce in July showed a trend towards low-end aggregation. The proportion of retail sales of low-end products below 1000 yuan reached 77%, an increase of 8 percentage points compared to the same period last year; Its retail sales accounted for 57%, an increase of 10 percentage points. Among them, products below 500 yuan are the main growth force in the low-end market, with an increase of 8 percentage points in retail volume and 6 percentage points in retail sales. On the other hand, the market share of mid-range and high-end products in content e-commerce channels has significantly shrunk. Overall, the market structure of smart door locks for content e-commerce still needs to be optimized, and the promotion of mid-range and high-end products in content e-commerce channels should be appropriately increased.