abstract：Original title: semi annual report - summary and Prospect of China's smart door lock Market in the first half of 2021

According to the report of China smart lock retail market monthly tracker by runto, in the first half of 2021, the sales volume of China's smart lock online market was 1.496 million sets, with a year-on-year increase of 47%; The market sales volume was 2.24 billion yuan, a year-on-year increase of 62%.

On a monthly basis, the sales volume more than doubled in January driven by the annual goods Festival; February and March maintained rapid growth due to the outbreak of the epidemic last year; Since April, the epidemic factors have gradually faded and the market growth has slowed down; In June, due to the great promotion in 618, marketing methods such as large amount full reduction, live broadcasting with goods and short video promotion emerged one after another, and the monthly sales exceeded 450000 sets.

Monthly sales volume of intelligent door lock online market

Data source: runto online data, unit: 10000 sets

Data source: runto online data, unit: 10000 sets

Brand concentration increased and the market accelerated reshuffle

According to the online data of runto, in the first half of 2021, the top 4 brand share (Cr4) in the smart door lock market was 51.0%, an increase of 3.2 percentage points over the same period last year. Under the influence of the epidemic, some enterprises with small sales and weak product strength began to be eliminated, and the brand concentration increased. At the same time, in order to seize the leading position in the market, the competition among mainstream brands became more intense.

By brand, Xiaomi ranks first in terms of sales volume of more than 400000 sets. Although the sales volume has increased year-on-year, the brand share has decreased, and its absolute leading advantage is weakening; Kaidishi increased its construction efforts in technology, products, marketing, channels and other aspects, rising to the second place; Deshmann ranks third, and maintains a leading position in medium and high-end markets such as 3D face intelligent lock and cat's eye intelligent lock; TCL accelerated the layout of smart home, including smart door locks, increased resource investment and entered the top ten.

In terms of sales volume, Xiaomi also ranks first. Xiaomi smart door lock mainly focuses on the 1000 yuan market, so the leading advantage in sales volume is not as good as sales volume; Luke accelerated the rapid iteration of products and services. The new finger vein products launched in the first half of the year were welcomed by the market, and the sales volume rose to the fourth place; As a major international brand, Philips has a perfect system in technology R & D, manufacturing, channels and services, and has increased investment in the promotion of airports and high-speed railways, ranking fifth; Fluorite has further built a smart home ecosystem, continuously improved its awareness in the hearts of consumers and entered the top ten.

Share of key brands of smart door locks in China in H1, 2021

Data source: runto online data data data source: runto online data

The development of products with diversified biometric methods and high security has been accelerated

With the popularity of non-contact biometrics, face recognition is rising and becoming a bright spot in the smart door lock market. According to the online data of roto, the market share of face recognition smart door locks in the first half of 2021 was 4.9%, and the sales volume increased by 63% year-on-year. The reasons for the rapid development are: at the upstream supply chain end, the 3D face recognition technology of Shangtang, Obi Zhongguang and other manufacturers has made a breakthrough, which can reach a higher level of security standards and faster recognition response speed; On the brand side, face recognition lock has the advantage of high profit margin, and mainstream brands are laid out one after another.

The visual cat eye can realize 24-hour real-time monitoring, and has multiple functions such as anti prying, suspicious capture outside the door and real-time transmission of alarm information. Compared with traditional unlocking methods such as fingerprint identification, the safety factor is higher. According to the online data of roto, the market share of visual cat eye smart door lock exceeded 20% in the first half of 2021, and the sales volume increased by nearly 180% year-on-year.

Finger vein identification is not affected by rough skin and external environment, and can not be copied or forged. It is superior to fingerprint identification in terms of security and adaptability to people. However, due to its larger module volume than fingerprint identification module and higher price, the market share of finger vein identification intelligent door lock in the first half of 2021 is only 0.3%. Although the penetration rate is still low, the sales volume increased by 526% year-on-year. With more mainstream brands entering the finger vein recognition track, the market is accelerating its penetration.

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It is estimated that the online sales volume of intelligent door locks will reach 3.45 million sets in 2021

The penetration rate of smart door lock market is still low, and there is still large room for growth. The huge market potential will attract new brands to enter continuously. Although new entrants will not change the industry pattern in the short term, they will also promote the upward development of the market.

The brand continues to push through the old and bring forth the new. On the one hand, it speeds up product upgrading, on the other hand, it develops innovative products with stronger human-computer interaction performance and higher security, improves supporting capacity, provides more perfect assembly services, and improves consumers' purchase desire and use experience.

Tmall, jd.com and other e-commerce platforms have increased support for smart door lock family security products, such as selecting high-quality products, increasing promotion and improving delivery services. In terms of promotional activities, in addition to the promotion of 618 and double 11 platforms, special promotional activities such as home decoration Festival and smart door lock Festival have emerged to stimulate consumer demand.

However, the rising price of raw materials continues, and manufacturers are facing greater cost pressure; Due to the lack of strict standard system and serious homogenization, the market is still in the irrational competition state of price war.

Runto predicts that China's online sales of smart door locks are expected to reach 3.45 million sets in 2021, with a year-on-year increase of 20%.