Smart home has gone through more than 20 years of development, from the era of one-to-one remote control of smart homes, to the era of one-to-many mobile control, and then to the interconnection and automatic control in the era of IOT Internet of Things. Its usage scenarios continue to expand, and the overall market The scale has also grown rapidly. According to the latest data from the survey agency, the Internet of Things will continue to maintain rapid and stable growth in the next five years. By 2020, the market size is expected to reach approximately US$19.4 billion. In the face of a trillion-level market, many companies have emerged in the smart home industry. How can they stand out from the competition in the wave market? Perhaps the industry should first face the following issues.
First of all, the biggest main demand of smart homes is "smart security", not "smart appliances"
Smart home was once set as the "living room economy", and many home appliance manufacturers were pioneers in entering the smart home market. TVs, air conditioners, air purifiers, water dispensers, sweeping robots and other equipment are connected to WIFI and Bluetooth, and then handed over to smart phones to control; because they can directly increase the market share of smart phones and the adhesion of the system, in smart homes The field often sees the active figures of major mobile phone manufacturers.
However, the concept of smart home is very hot and the products are very dazzling, but consumers do not necessarily pay the bill, and it is not yet possible to truly reshape the way people live at home. The reason is that first of all, many smart home products only add networking functions, and have not hit the pain points of users’ needs; secondly, most of the young people who accept smart homes at this stage are young people in big cities or higher living standards. For the common people and middle-aged and elderly people, the new home furnishings may in turn be a cumbersome use; after deducting most of the general affordable housing, the market size is relatively small and narrow; besides, the renewal rate of home appliances and the market renewal cycle are very high. In short, new models or new features will be launched every month or two. For example, users may have just bought 4K TVs, and curved TVs or 8K TVs are immediately popular in the consumer market. At the same time, due to daily habits, there are fewer and fewer opportunities to enjoy entertainment or multimedia at home. Many smart appliances have limited turn-on rates. For example, people watch less and less TV now, and dehumidifiers are only turned on in wet weather. , The air purifier is turned on only when the PM2.5 situation is serious.
Looking at it the other way round, the security requirements of intelligent security are becoming more and more important in smart homes. Smart security equipment such as access control, various disaster prevention and anti-theft sensors, smart locks, cameras, etc. can be used with Internet big data and cloud hosting services. Wait for phase connection to realize the upgrade of functional products to smart products. Compared with smart home appliances, smart security has great potential in the application requirements of smart homes, and the advantages are also obvious. These visible advantages are:
The first is that the security system has a large number of home user markets: security is the most primitive and basic requirement of every family. Whether in urban or rural areas, people are more willing to invest in security, and the richer people are, the more fearful they are of death. Lack of security. In recent years, the intelligent security systems of some high-end residential buildings have become one of the promotional selling points for land or building developers selling pre-sale houses.
The second is to emphasize the needs and the real feelings of users: According to statistics, in 2015, Taiwan caused more than 66,000 household losses due to theft. Especially in the range of independent houses without walls and open communities, the probability of theft and theft in the community has greatly increased, and the demand for smart security of urban households has become more vigorous in recent years.
The third is the habitual use habits: most people tend not to easily replace anti-theft devices such as door locks, and the service life may be as long as 5 to 8 years before they are renewed due to damage or moving. However, if there is a problem with personal and property safety, users will be more sensitive to the safety and product quality requirements of more intelligent security equipment, and whether they can have networking functions, and they are willing to spend money on this. .
Finally, smart locks will become a potential stock for smart homes. Unlike mechanical locks, smart locks are unlocked through proximity cards, digital passwords, and fingerprints. Fingerprints are widely used on locks as a unique biometric password, which makes opening the door as convenient as opening the screen of a mobile phone with a fingerprint, which greatly improves the safety and convenience of use. Fingerprints do not have to worry about theft or copying, so they are more secure; you don’t have to check whether you have forgotten your key when you go out; you can check the family’s access status on the smart lock App when you go to work or on a business trip; if you install a home camera at the same time, it’s even better. Check the access control status, use the mobile phone to remotely unlock the lock; you can also manage the fingerprint passwords of multiple smart locks on the App; if there is a rental house, you can automatically add or remove the tenant's fingerprints without having to replace the entire set of locks; especially the fingerprints of the family All can be stored in a self-built private cloud for easy access.
According to IMS data, European and American electronic locks account for 50% of civilian locks, and the penetration rate of Korean smart locks has reached 80%. If the installation volume of fingerprint locks increases by 5%, it can bring 17.5 million sales to the world. Sales of about 14 billion yuan; the huge market growth potential has allowed internationally renowned fingerprint smart lock brands such as Germany's Deschmann, the United States' Yale, and South Korea's Samsung to accelerate their efforts to seize the smart lock market.
From the search popularity of some e-commerce platforms, it can be seen that consumers’ awareness and acceptance of smart locks is rapidly rising. Some smart locks have become favorites in the group buying field before they appear on the market. Smart locks using proximity cards, passwords and other unlocking methods are spreading wildly on e-commerce platforms.
The use of smart locks still needs to overcome three major development problems. At present, there is no dominant company in the smart home market. Investors have high hopes on whether smart locks can change the sluggish smart home market. There are still huge challenges in product technology, supply chain, pipeline sales, and after-sales service for the smart hardware of smart locks. In the end, it will be necessary to overcome the three major problems of quality control, sales channels and after-sales service in every household.
Quality control: The production process and technology of smart locks are more complicated than ordinary mechanical locks. Factors such as lock factories, cloud service providers, fingerprint algorithm technology, App program development, communication protocols, batteries, etc. in the industry chain will all affect The performance quality of smart locks. At present, there are also some small factories on the market hurriedly on the production line after buying the modules and assembling them. In fact, smart locks, as opto-mechanical-electrical integrated products, require at least three years of process manufacturing experience to ensure the stability and precision of molds and accessories; and only large-scale mass production can reduce the costs of smart locks and change At present, the price of smart locks remains high. Smart locks have extremely high requirements on the accuracy of the fingerprint algorithm. While achieving the same high-precision algorithm, improving the unlocking speed is the key to fingerprint unlocking. Because fingerprint storage, recognition, and update all rely on "cloud services", the "cloud" side has become the hub for smart locks to realize remote unlocking, false alarms, door opening message push, message record query and other intelligent functions, so it is very important to cloud service providers. The choice must also be cautious.
Sales channels: At present, most smart locks choose e-commerce group buying or direct sales on the Internet. This pure e-commerce model ignores the value of traditional channels. In order to realize the rapid popularization of smart locks in a short period of time, it is necessary to vigorously integrate the offline channel resources of mature dealers. In the early stage of market development, most consumers are still unfamiliar with smart locks. Installing smart locks is a rational decision for the family. Blindly online promotion and advertising may be difficult to achieve. Smart locks should be opened in directly-operated experience stores, or cooperate with channels such as home building materials, hardware stores, mass merchandise store display stores, etc., to drive sales through on-site experience to get closer to the users.
After-sales service: In different regions, smart locks will have different standards for fire, moisture, rain, interference, etc.; smart locks have different installation conditions for users, such as the thickness of anti-theft doors that need to be matched Not the same, install or repair smart locks
All need professional after-sales personnel to provide on-site service. As the popularization of smart locks is the future trend, some new smart lock brands have emerged on the market. Regardless of the mass production capacity, huge capital investment is required in terms of service implementation. In this regard, lock companies that started from traditional enterprises will show their comparative advantages. The offline and online O2O model will be more suitable for smart lock sales and services. For example, some electronic service platforms can send orders online and then provide offline supply. Cargo dealers or service personnel come to provide after-sales service.
In the long run, the result of competition in the smart lock market will depend on the quality of the product supply chain and the offline service system. The stronger the foundation, the better the brand premium and the trust of home users; and then it will extend to other smart home fields. At that time, it has stronger potential energy. Whether smart locks can become a breakthrough for smart homes and take on the key to getting through the Internet of Things in the home, it will also be the ultimate test of the market.
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