As a new product type derived from the integration of the traditional manufacturing industry and the Internet information technology industry, intelligent door locks have gradually entered thousands of households in large quantities since 20 years ago, and have experienced four stages of development, such as the training period, the storage period, the development period and the outbreak period. In 2015, with the rapid development of smart home systems and mobile Internet, smart door locks, as a channel level commodity for home furniture, have also suffered from customers' aspect ratio concern and achieved rapid development. As of 2019, the production and sales of smart locks across the country are nearly 15 million, which has increased by more than ten times in five years, and is the backbone of the transformation and development of the hardware lock field in a practical sense.

First, the development status of intelligent door locks

2020 is a very unique era, smart door locks have experienced five years of rapid development, in the first three months to a sudden stop, into the deep fall of the curve, then in April and gradually rise again, once again into the development of the road, although the road is more difficult, but every step is very firm.

Before 2019, the development of intelligent door locks in China has been in a period of rapid development, although in 2019 due to the harm of factors such as sales market, control, market competition, and consumer market improvement, production and sales decreased a little, but this did not harm its comprehensive improvement, especially the increase in production and sales of the top ten companies.

According to the statistical analysis data of enterprise research, in 2019, the overall sales increase of the top ten companies exceeded the average double-digit increase, far outperforming the stock market. And compared to the brand side, due to the addition of some strong Internet technology brands, the growth rate of the top ten is more shocking. Single brand sales reached a maximum of 800,000 sets, a new record in history. From the point of view of statistics, the minimum sales of the top ten brands has already achieved 200,000 sets of orders of magnitude, and it has also achieved a new record in recent years.

However, in 2020, the good development situation was cut off by the unexpected epidemic, as of the beginning of May, from January to March, by the two-way harm of the traditional Spring Festival and the epidemic, compared with 2019, the production and sales of smart door locks fell close to 60% or above, and the field of smart door locks gradually rebounded rapidly in April, but the production and sales of the whole field were still down by 40%. In addition, due to missing the peak period of traditional ordering after the Spring Festival, the decline is likely to immediately harm the production and sales of the whole year.

From the brand side, in addition to the individual brands have a stronger ability to resist the decline and a small decline, the vast majority of brands have a significant decline in production and sales in January-March, especially in February. Internet technology brands rely less on offline promotion because of their marketing model, which has been repaired faster since March, and other brands that have made favorable exploration of new business models are also in a stronger state of repair. Before the deadline, especially during the 618 period, whether it is promoted online or offline, the production and sales of smart door locks have taken a retaliatory bounce.

Second, the development of popular brands in the sales market at this stage

So far, the brand development of intelligent door lock industry chain in China can be described as clear-cut and combined with each other. Internet technology, household appliances, smart home systems, intelligent security industry chain, technical professional intelligent door locks, mechanical password locks transformation and development, decorative hardware, etc., according to their own advantages into the intelligent door lock industry chain, to promote the intelligent door lock industry chain to show the development of the situation. But from the point of view of the data information, the brand development of the smart door lock industry chain is still in the early stage, the brand layout is relatively decentralized, divided into seven forces, no force or brand occupies the advantages of the actual sense, and so far, from the brand data information, the total number of brands in the smart door lock industry exceeds 3000, and the market concentration is low in ten. With the continuous promotion of the development process, the intelligent door lock industry chain at this stage has gradually entered the brand horizontal consolidation period.

From the perspective of the Internet technology industry, the millet management system brand is developing well at this stage, whether it is brand fame or brand sales, it is ranked to the front end all over the country. Among them, millet brand as the main, Lu Ke, green rice two brands as the support point, online market sales as the lead, offline promotion to service projects as the lead, with its understanding of the brand and customers more natural advantages of closer to get very good exam results.

In the brand development layout, the technical professional smart door lock brand still has incomparable advantages, the brand has a long time, the reasonable layout of offline promotion is sound, such as Cadis, at this stage has been in the reasonable layout of nearly 2,000 suppliers across the country, the foundation has completed the coverage across the country, and the development of the Internet is also getting better, especially during the epidemic period. The first-line technical professional intelligent door lock brand represented by Deschman and Cadis has obtained a good brand effect and increased sales according to the e-commerce service state of broadcast room, community marketing and other methods. In addition, due to its professional ability and manufacturing capacity of smart door lock manufacturing, it also causes its brand development and OEM production to walk in parallel with two legs, and the ability to resist risks is stronger. During the epidemic period, the faster repair is the technical professional smart door lock company.

Household appliances, smart home systems, smart security brands, a large number of smart home systems or smart security systems as the brand entry point, according to the full use of strong brand or technical, methods and other advantages to strengthen the influence of smart door lock brand in the hearts of customers, but also some brands have obtained very good test results, Among them, the symbolic brands are Konka, TCL, the United States, Ying Stone, Haikang smart door locks and so on.

Traditional decorative hardware, mechanical password lock 2 brand power, great advantages, whether it is the way, marketing model or product system, are unmatched by other forces. But also limited by this traditional advantages, decorative hardware, mechanical code lock two schools of company transformation and development to go out is not too much, but whether it is in the brand end, such as Huitai Long, Zhongheng and other companies, or in the manufacturing end, such as cherry blossom, Manshen and other companies are successful examples of transformation and development.

Third, the exploration of the operation model under the current situation

For the field of smart door locks, 2020 is a time of change, from the perspective of the field, the industry reshuffle is accelerated, and the market share of the head enterprise is increased, which can be expected, but what is not expected is the impact of the epidemic situation in 2020 to the field. Under the harm of two-way elements, on the one hand, the smart door lock industry shuffle gradually accelerated, the top brand, especially the top leading brand, first gradually repaired in the C end, and sales gradually increased. Secondly, the distribution of brand sales for a large number of distribution industries has gradually increased, and the brand has become increasingly centralized.

On the other hand, with the harm of the epidemic, offline promotion has been suspended for a long time, of course, the total online traffic has subsided, the cost of purchasing traffic has increased significantly, and the exploration of the new operation model of the head enterprise, especially the operation model dominated by live streaming, has gradually accelerated in the smart door lock brand, and has quickly tried to move towards a high fever. Symbolically, Toshiba, which was in the first live show of Lao Luo on April 1, and Cadis, which took place in the live broadcast room of Wei Ya on April 2, both achieved very good sales.

At the same time, Deschman, a first-line brand, opened the live broadcast with the "network anchor group" as the key way, and CCTV hosts, famous program hosts, big stars, and Internet celebrities followed, both in the brand publicity planning and in the sales of goods have obtained good exam results. In addition, other brands have also used the energy of online platforms to open live delivery methods in various online live broadcast platforms. The new operation model of the broadcast room, in a short period of less than half a year, the smart door lock industry chain quickly connected from the early touch link to the full name live link, and attention increased.

But in addition, some Internet technology brands are still deeply focused on the original commodity as king, marketing and promotion orientation relative to the traditional mode of operation, such as the smart door lock brand of millet millet management system, which uses the sensitivity of the original fan crowd to the commodity, price, role, and constantly pulls into the middle distance between customers and goods. The product has developed Millet Millet E series products, which are closer to the consumer market in terms of price and function, and has obtained more than 10,000 sets of test results during the crowdfunding project period, which has also introduced great vitality to the model.

Iv. Future prospects

From the long-term point of view, although the epidemic is only a passer-by in the development of life, it is an important part of the gradual change in the layout of the smart door lock industry chain after 2019, and its harm to the field of smart door locks is indeed great and long-term, the original optimistic prediction analysis has been knocked down, and the development may develop again from 2020.

But from the long-term point of view, the development of the smart door lock industry chain seems inevitable, whether it is the "vision of a happy life", or the arrival of the smart home system period, will lead the smart door lock products to the level of "rigid demand", whether from the data information or requirements analysis, its requirements will be great. In the future, the production and sales of the smart door lock sales market are at least 50 million orders of magnitude, and at this stage, it is only 15 million, and the development of indoor space is very large.

But in addition, with the outbreak of the epidemic, as if in 2003, it may give birth to a new mode of operation change, but the traditional offline promotion occupy points, the method of online accounting for total traffic is very likely to be slowly weakened, perhaps more refined management of community operation, live broadcast with goods, O2O and other ways in the real and practical sense are likely to become a new outbreak point of the future operation model, which will be one of the great changes in the future brand market competition.

In the brand, the market concentration may be further improved, the division of the brand layout may be more and more eliminated, everyone is in the intelligent system, the direction of pan-home furniture development, and even do not clear in the next two years, produce a real and practical sense of the smart door lock brand, whether it is household appliances, home furniture, Internet technology or traditional types of companies, Its brand logo may be empty above the most typical product - smart door lock.