Intelligent lock down halftime: from "inner volume" to "volume technology"

On September 26, Di Lierba, a spokesperson for the smart lock brand De Schriman, appeared on Weibo hot search, and released the flagship new 3D face large -screen smart lock Q50FMAX with Tian De Schriman. According to data from Ovi Cloud Network (AVC), in the high -end smart lock market with a price of more than 2,000 yuan, the market share of De Schriman smart locks accounted for as high as 76%, becoming a well -deserved high -end smart lock representing enterprise. The hiring celebrity spokesperson this time is a microcosm of the industry entering the brand shaping stage.

01 Lock the second half of the brand

In recent years, smart homes have accelerated the circle. For many families, "smart installation" has become the same as "soft" and "hard installation". Among hundreds of smart home product categories, smart locks are the first to be popular. "Home" should not be violated, and locks the entrance to the safety of the family, but the traditional lock has always had pain points such as cumbersome, forgetting and losing key troubles. Smart locks while guaranteeing security and anti -theft, supporting passwords, fingerprints, people, people The unlocking method of face or mobile phone is proven to be a demand -type product once it was launched.

After years of market education and product evolution, the intelligent lock market has ushered in multiple opportunities for growth in recent years: under the wave of living and upgrading of Chinese people, the rise of residence such as refined decoration and all -house intelligence has risen. New lifestyle; housekeeping and waiting for home services are becoming increasingly popular, temporary passwords and other long -range unlocking models are becoming more popular; young people become the mainstay of consumption. As the Internet aboriginal people, they prefer scientific and technological, digital, intelligent lifestyles; AI, 5G, etc. New technology -driven smart lock companies continue to innovate products ... As a result, it has obtained a greater acceleration in the growing smart lock market.

According to data from Loto Technology, in the first half of 2022, China's smart door lock online market sales were 1.912 million units, an increase of 27.2%year -on -year; sales were 2.5 billion yuan, a year -on -year increase of 22.6%. Some people in the industry estimate that the size of the intelligent lock industry will have more than 4 times the growth space of the intelligent lock industry in the next 4-5 years, reaching 50-60 million units/year.

The huge market cake has attracted a large number of players to enter the game. According to the company's investigation data, from 2017 to 2020, the number of smart door locks increased by 646, 1,364, 1,421, and 772, respectively. According to the data of the China Lock Information Center, the number of domestic smart door lock companies has exceeded 3,000. In addition to professional smart lock brands, there are also intelligent traditional lock companies, Internet giants and home appliance brands. In addition, there are many unknown small brands and even OEM factory miscellaneous card.

However, with the increase of players, the intelligent lock industry has also experienced an extensive growth problem that all walks of life will experience:

On the one hand, the industry accelerates the "inner volume", and the product homogeneity is significant. Searching for smart locks in JD.com can find that many brands have similar selling points, and even the shape is high. The product price war has now been launched. Losu Technology data shows that in the first half of 2022 The same period last year was 50 yuan. Although the price reduction is conducive to the popularization of categories, once the evolution becomes the end of the price war, the brand will lack profits and affect long -term projects such as R & D, quality, and services.

On the other hand, the "inferior currency" effect appeared in the industry. Some OEM low -end smart locks even make the price of the product a hundred yuan, but a penny and a penny can be cited to the market share, but it also leads to new problems. Complaints such as coming to the door and no one are unlocking are not uncommon on the Internet. This "inferior currency effect" hurts the entire industry.

Judging from the data of many institutions such as Ovi and Loto Technology, smart locks are entering the consolidation stage after a large reshuffle. As market education is becoming more and more mature, user cognition is increasingly mature, and product costs are decreasing. Only white -brand players with price advantages will be eliminated to form a brand "good coin" player can go further. This is in the refrigerator. The traditional home appliance market such as television has been verified.

02 Inner rolls have to be rolled up

In the first half of the intelligent lock industry, the "inner volume" that focused on price wars and homogeneity, and it was difficult to go far. In the second half of the brand, what would smart lock players "roll"?

Loto Technology pointed out in the "2022 H1 China Smart Door Lock Market Analysis Report" that there are four major problems in the current industry: 1. Product homogeneity; 2. The quality of product quality is uneven; 3. Safety issues; 4. After -sales sales; after -sales sale Services, and the solution of the first three issues must be scientific and technological. In the second half of the intelligent lock, the main theme of the industry will be "lock" of the brand. The main theme of the industry will also be "volume technology". Under the technology -driven technology, product innovation will be carried out, and high -quality competition will be launched under the tone of "product king". Specifically, there is still a lot of space for technology in the following dimensions of smart lock products:

One is the innovation of the unlocking method.

The core value of the smart lock is to replace the physical key with scientific and technological means, and then solve many pain points of using physical keys, such as the key, forgetting key, losing key, with key, changing lock core, and so on. The intelligent lock is an electronic lock, such as the hotel's door card, but its essence is still a physical key. Later, fingerprint locks appeared on the market, which opened a new chapter of "biometric unlocking". A network of connected locks also appeared, combined with AI and other technologies to achieve intelligent unlocking, and the real intelligent lock era officially came.

In recent years, the smart lock product iteration is inseparable from the change of unlocking methods. On the one hand, the unlocking method is becoming more abundant, convenient, and secure. For example, De Schman first launched a 3D face lock, introducing the new face unlocking experience into the industry, phase phase, phase, phase, phase It is safer, faster and faster than 2D face, and is more friendly to identify the scenes such as dark light environment, face makeup and other identification. On the other hand, the unlocking method is scenic, personalized, and humanized. For example, temporary passwords can solve the needs of housekeeping personnel. De Schman's latest Q50FMAX can even provide 10 unlocking methods. Looking at the future, there is still a large technical imagination space for smart lock lock. In addition to the new generation of unlocking methods such as 3D face and vein fingerprints, new unlocking methods such as iris unlocking, gait unlocking, and induction unlocking are expected to be applied. For example, the villa door lock can recognize the owner and automatically open the door.

The second is the upgrade of security capabilities.

Intelligent locks are in charge of the physical entrance of each family. There is no need to repeat the importance of security. In addition, smart locks play the core role of smart security, and smart security is an important part of smart home. Earlier, the head brands, including De Schman, have strengthened the security of the two dimensions. One is the security of the lock itself, such as anti -pry locks, anti -attack and other core technologies, involving locks, unlocking agencies, fast -opening institutions, fast -opening institutions , Clutch institutions, mechanical passwords and other mechanical security, as well as Internet security. The other is intelligent security. Based on the "lock door" of traditional locks, it has formed a new value, such as humanoid detection, long -term automatic alarm, video capture, cloud storage, smart cat eye, and so on.

From the perspective of Luo Chao Channel, the security upgrade of the smart lock is still around two directions. One is the security of the lock itself. Automatic locks are inseparable from the investment of Internet security technology, such as vulnerabilities discovery and blocking, chip layer security encryption, etc.; The other is the in -depth integration and innovation of intelligent security, such as upgrading monitoring effects, AI intelligent alarms, community linkage alarms, disasters, disasters Innovation of scenes such as emergency unlocking.

The third is the upgrade of the Intelligent Federation.

Smart home has developed for many years. Whether it is the market education and user needs of the consumer side, or the supply -side product and service system, it has developed to a mature stage. The whole house intelligence of "let the entire house is thorough intelligent" has become a new trend. In 2022, the intelligence of the whole house ushered in the favorable policy. The IDC report shows that the promotion of the smart solution in the consumer market will become one of the important driving drivers for the smart home market.

As the core of intelligent security, the intelligent security also plays the role of the entrance in the intelligent security. It will in -depth linkage with smart lighting, smart temperature control, smart entertainment, smart kitchen, smart bathroom, smart curtains, and smart sleep.

De Schman's latest Q50FMAX integrates smart video cat eyes and smart visual screens on the basis of 3D face recognition smart locks, which allows owners to see the situation at the door at a glance on the door in the room, and the future intelligent in the future. In the future, intelligent in the future. The door lock & smart cat's eye screen may also be further linked to the screen of large screens, smart screen speakers, and smart refrigerators on the living room to refresh the user's communication experience outside the door.

In addition to multi -screen interoperability and innovation, in the future, smart locks can also be implemented with the whole house's intelligent linkage in the scene of "unlocking home to start home mode, opening lights, windows, air conditioning, TV/listening to music". To do this, we need to interconnect with smart lock brands and smart brands in the whole house. The new IoT Agreement MATTER makes this possible. The agreement is expected to make the fragmented smart home ecology "unified". I believe that brands such as De Schman will soon join this camp.

03 Technology can create high -end high -end

For any science and technology category, technology should be the first driving force, and smart locks are no exception, because technology plays a decisive role in product value, user experience and family security. However, in fact, most smart lock players lack core technologies. For example, Loto Technology found that most of the foundry models in the smart door lock industry were found in the survey. Industrial design, etc., "There are not many real levels of core technology", which leads to serious product homogeneity. At this time, if an enterprise has "core technology", it can carry out continuous product innovation Safe experience.

In the past few years, the intelligent lock industry developed extensive development. There were many large markets in the market. Players without core technology could also share a share. At present, the smart lock market is moving towards the "locking brand" stage. Technology will determine the height of the ceiling of smart lock players. In the new stage, Destman will show stronger stamina.

First of all, De Schman has always strengthened self -developed technology. It has re -annotated core technology in the two major dimensions of "door lock technology" and "intelligent technology", and has become the backbone of the localization of intelligent locks. In 2009, De Schman launched the first set of fingerprint locks with Chinese operations, which changed the situation of only foreign brands. Since then, it has been deeply cultivated in the field of smart locks, and has accumulated core technologies solidly in identification, induction charging, connection and power consumption, electronic protection, institutions and other dimensions. As of now, it has 300+ patents and 10+ software works.

Secondly, De Schman's research and development and application new technologies dare to be the first. The key to the booming of the smart lock market is the emergence of new technologies: both NB-IoT or face are new technologies that have emerged in recent years. De Schman "grafted" these technologies to the ancient lock industry created a new product , Reshaped the experience of people opening, and then received market recognition.

De Schman has strong forward -looking research and development technologies to solve the pain points of user pain, which is more bolder than peers. For example, it first launched the first APP networking lock in 2016. At that time The dispute, but the product of De Schiman has tens of thousands of sets of crowdfunding in Tmall, allowing smart locks to enter the public's vision; in 2017, Dsosman made the first generation of China NB networking locks in the NB agreement. Wearing equipment and other interconnection; in 2019, De Schman first issued a 3D face lock. Based on 3D face recognition technology, users can identify users under any light source, and users do not need to stand on the door to "unlock in front of the door"; the latest Q50FMAX released The main "multi -screen linkage" concept is also the industry.

In terms of research and development and application new technologies, De Schiman has never been a follower, but is brave to be the industry's "first crab to eat crabs." Whether it is NB, APP networking lock, 3D face, 3D face+smart cat eye+visual intercom, it is De Schman first, and after a period of time, the peers will follow, which reflects the forward -lookingness of Dsicman's technical layout, Precision judgment of technical wind direction.

In the end, Destman does not technique for technology.

Many companies have made similar faults: technology for technology, for coolness, and coolness, holding some technologies in their hands to find the scene, similar to "holding a hammer to find a nail", and finally the nails were found. Essence De Siman first had a nail and then found a suitable hammer. First, he insight into the user's real pain point, and then find the appropriate technology to solve such pain points.

For example, when people go home, they may be held in their hands, or they are playing with their mobile phones, or sweating in their fingers. Fingerprint recognition is still not "cool". Is there a more convenient way to identify? In response to this pain point, De Schman took the lead in giving a solution to the "3D face" and unlocked when he walked to the door. This is very similar to the evolutionary route unlocking. The module occupies an important position of the screen, so then with Faceid, Faceid brought the bangs problem, and now it has the innovation of "turning waste into treasure".

In addition to the 3D face unlocked, every time De Siman rely on new technology product innovation, it has been verified by the market. This is inseparable from its technical genes and also reflects its strong technical strength. Only then can choose the right technology for product innovation to solve the user pain points, which is very similar to Apple's company: Apple is not necessarily a inventor of new technology, but it can often apply the right time in the right time. Innovative products, in the end, are followed by the market, such as Siri based on voice recognition, Touchid based on fingerprint recognition, and Faceid based on 3D visible light, now all have become standard in the industry.

It is precisely because of years of technical accumulation, forward -looking technical layout, and unique technical concepts that De Schman has the bottom of the high -end market. The most difficult to do in a market is often a high -end market, because high -end users are not sensitive to prices, but they are highly sensitive to product innovation, quality, services, and brands. It is difficult to do any of them. Dsestman's "technology is king" concept at least ensure that its products can be played, showing strong competitiveness in the high -end market:

One is that the high -end strength is significant, and the advantage of De Schman at the 3000+ price is obvious. Why can Dsicman's products sell prices? In addition to the premium brought by services and brands, the impact of the product itself is critical. In addition to the dimensions of technology, value, quality and other dimensions, product innovation itself can form a premium. 3D face with higher cost, higher threshold, and better experience is the configuration of the current high -end smart lock. This is exactly the long -board category of De Schman. The market share of Man 3D face smart locks reaches 72%. In the automotive industry, car companies with the ability to do sports cars and luxury cars can do high -end markets. De Schman sells "sports cars" and also has the technical strength of "sports cars".

The second is that product innovation can "fight". Dsestman does any new features. Even if there is a patent, you can't stop the rapid follow -up of friends. How can we build barriers? In addition to continuously strengthening the comprehensive strength of brands, channels, services, manufacturing and other products, rely on research and development strength to accelerate product innovation, running faster than colleagues, making the product experience better, it can form a dynamic moat. It is the route that De Schman has always adhered to. Because of the technical base, he has never been a follower, but is a leader in the industry. For example, when his insights have a sense of security at home alone at home, they have developed "AI sound change sounds. "Function, you can enhance the sense of security with the uncle's dialogue with outsiders. This kind of intimate small function has been recognized by users. Products of generations of technology can be innovative faster. It is also a solid barrier.

In summary, the Divanman smart lock can be high -end, or it is inseparable from the background of its technology.

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