Smart door lock market to C - end shift, and the online channels are rising

Singles' day, the last big promotion of 2019, has come to an end, with Tmall and jd.com closing at 2,684 yuan and 204.4 billion yuan respectively, up 25.7 percent and 27.9 percent over last year. Smart home has become a new consumption trend, favored by consumers. Official statistics show that nearly one million smart home products were sold during the pre-sale period.

As the physical entry level product of smart home and the core product of smart home security, smart door lock stands out among many smart products. During the pre-sale period of double 11 of Tmall this year, 54,000 smart door locks were sold, among which 24% of smart door locks were bought in cities of line 6 and below, higher than those in Beijing, Shanghai, guangzhou and shenzhen. Smart door locks rank second on jd's official list of TOP10 home decoration materials.

Smart door locks exploded in 2017

After the ferment of 2015 and 2016, the smart door lock market presented a momentum of rapid development in 2017. This year, thousands of enterprises, thousands of brands into the smart door lock market, staged a "thousand lock war", promoting the market sales exceeded 8 million units, double compared to 2016.

Robin, an analyst at lotto technology, believes that smart locks attract a large number of players to stop and the market shows a spurt of growth due to the following factors: first, smart locks perfectly overcome the pain point of consumers' need to carry keys; Second, the intelligent door lock solves the problem of low safety performance of traditional mechanical lock; Third, the Internet of things technology, biometrics technology advances to enhance the reliability of intelligent door locks; Four is the price of smart door lock falls, enter average family acceptable range.

Online retail channels are on the rise

The sales channels of smart door locks mainly include engineering channels of end B and retail channels of end C. At present, the sales of smart door locks are mainly B end, accounting for about 60%, mainly due to the implementation of fine decoration policies in many provinces and cities across the country, as well as the popularity of hotels and guesthouses, long and short rental apartments. C-end retail includes online and offline channels. Currently, online channels account for a relatively low proportion of about 10-15%, mainly relying on e-commerce platforms such as Tmall, JD and Suning.

Online channels began to rise, and the proportion of c-terminal sales increased year by year. On the one hand, the entry and rapid growth of Internet brands in the main retail market, such as xiaomi, Luke and 360, have driven the growth of online sales. On the other hand is the intelligent door lock installation and the improvement of after-sales service, to further address the concerns of consumers.

According to the online monitoring data of Runto, the online retail volume of smart door locks in China is about 2.3 million units in 2019, which is expected to exceed 20 million units in all channels.

Based on the advanced data acquisition technology and supply chain industrial resources of lotto, Runto IoT retail BG provides enterprises with market monitoring data and special research services including smart projection, smart speaker, smart door lock, TWS headset and many other smart products.