Production | scientific and technological observation
As a new outlet in the field of smart home and an important entrance in the field of Internet of Things, smart locks are becoming popular in China.
China Lock Industry Information Center released some surprising data. By the end of June, 20 18, there were more than 3,500 smart door lock brands and more than10.5 million manufacturers in China. However, the overall penetration rate of the smart lock market is extremely low. Compared with South Korea's 80% penetration rate, China's penetration rate is less than 10%, and its future market development potential is huge.
It's easy to understand why so many brands have suddenly come into being. In addition to the smart door lock products of traditional enterprises such as Samsung, Haier and Midea, Internet companies such as Ali, Xiaomi, Lenovo and 360 are also laying out smart door locks. There is also Yunding Technology, a technology company specializing in smart locks. Among the latter two, the intelligent door lock is an important entrance to the layout of loT.
Past experience has proved that the destructive power and reconstruction power of Internet companies entering a traditional industry are amazing, which will change the industrial structure, price trend and consumption trend. Products that take 5- 10 years to be popularized will become flying pigs in just two or three years under the impetus of internet companies.
During the 6 18 shopping season, Tmall gave a set of such data. The sales of smart door locks in China are growing very fast. This high-end product with a price of several thousand yuan has actually reached 100% in cities below the third tier, which must have exceeded many people's expectations.
1, the smart lock industry is mixed, and Luke has become a heterogeneous ascetic.
As the saying goes, the radish will not wash the mud soon. It is precisely because of this sudden rapid development that there are various problems in the smart lock industry, such as the lack of industry standards, uneven products, uneven quality and immature technology application. These problems have also become public opinion, or purposeful public opinion has attacked some leading brands of smart locks.
In the smart lock industry, there is a Tesla small black box experiment, that is, a small black box made of Tesla coils can easily open some smart locks. Although the opened smart locks are all miscellaneous products, even so, the lethality to the whole industry is enormous. Ordinary consumers are ignorant. Is the smart lock safe? Many people have a question mark in their hearts.
Zhang Dongsheng, founder and president of Yunding Technology, the parent company of Luke Smart Lock, once explained this problem to the media at a press conference. He said that Tesla Black Box is only a low-level cracking tool, and manufacturers with a little R&D strength can overcome it. Luke Smart Lock can resist more advanced cracking attacks.
After all, security is the top priority of the smart lock industry. Perhaps it is precisely because of a clear understanding of the problems in this industry that Luke is reorganizing himself and carving safety into his bones. On May 2 1 day, Luke held a hard-core rally 20 19 in Tianjin Binhai Aircraft Carrier Theme Park.
At the press conference, Luke announced that the industry exclusively authorized Marvel Comics IP, and launched a brand-new slogan, Luke Smart Lock, to lock security. In order to let users know the security features of smart locks more clearly and comprehensively, Luke launched the first batch of security technology brands AIS4 in the field of smart locks to help users choose truly safe smart lock products.
At the same time, Luke also initiated the establishment of AIS4 smart lock security laboratory, which is committed to establishing the security standards of smart lock industry, exporting security schemes and testing schemes to the industry, and guiding the technological innovation of the industry. At present, top enterprises in the industry, including Xiaomi Security, Alibaba Cloud, Ding Hui Science and Technology, Silicon Lab and Future Science and Technology, have cooperated with Luke to build a smart lock security laboratory. Well-known enterprises such as PricewaterhouseCoopers, Know Yu Chuang, and Bong Security have provided corresponding services, and constantly innovated and explored security aspects such as Internet of Things security, data privacy security, biometric technology security and lock physical security.
Not only that, after years of market exploration, Luke has accumulated a lot of experience in safety technology, applied for more than 200 core patents, and has a team of more than 300 R&D engineers.
All this seems logical, but it is not easy to do it.
There are differences in the industry about the importance of safety. Most manufacturers prefer to take price, or cost performance, convenience and beauty as the biggest selling point, and constantly publicize the cost performance of their products, and some are profiteering, or their locks can be opened in seconds, which is superior in speed, or their designs are the works of a master designer.
It can be said that a door lock, you don't put the core competence on safety, but stare at marketing skills, which is destructive to the industry and irresponsible to users. No wonder traditional lock-in enterprises always seize security issues and take the opportunity to guide public opinion. All kinds of black smart lock enterprises ultimately suffer from the whole industry.
Inside the company, when Zhang Dongsheng proposed to put safety first, many people expressed doubts. The first is a lot of money and manpower. Is it cost-effective? Secondly, as far as users' perception is concerned, price and appearance are the easiest to perceive, while emphasizing low price and good appearance in marketing is the most pleasing and easy to impress users, while you emphasize safety, users don't have much perception, even those unsafe lock enterprises can say that they are safe, without proof or fraud. Finally, for the sales team, emphasizing safety has an impact on sales, so the sales team does not support the boss's proposal to put safety first.
Luke's internal discussion, I believe many smart lock companies have experienced it. In the end, most lock companies still choose more tangible features, such as low price or appearance. This is like some PPT internet companies, PPT is super dazzling, and the conference is also tall, but the products are not. This kind of play won't last long.
Therefore, when Luke announced that SLOGAN would be replaced by Luke smart lock and locked safely, everyone with insight applauded. This is a slogan that is not sexy, not tall, not grandiose, but very real. Luke is like a different kind of ascetic in the industry. He chose the most bitter and tiring but the most correct path. At first glance, he is silly and naive. In the long run, he is quite wise. Security is 1, the rest are all zeros, and there is no 1. Any more zeros are castles in the air.
2. Luke who is worried about safety can still lead the industry in performance.
It turns out that users are not so smart, but they are not so stupid. Although the main focus is not flattering safety, Luke still achieved excellent results during the 6 18 shopping festival, which is the pride of the whole industry.
On the first day of the opening of 6 18, Luke won the first-hour omni-channel sales champion with the sales of17.24 million yuan, and the top brand of smart lock once again gained a foothold. During the whole 6 18 period, Luke won the new retail champion of multiple platforms with total sales of 654.38+26 million.
On the platform of JD.COM, Luke won the triple crown: Luke brand won the sales champion of self-operated smart lock, classic (Luke smart lock) won the sales champion of building materials, and OJJ (Luke designer brand) won the sales champion of smart door lock.
In terms of millet products, Luke is also the five-time champion: Luke brand won the sales champion of smart category and smart lock category, and OJJ won the sales champion of smart lock category.
On the Tmall platform, Luke's sales increased by 2 12% compared with 6 18 last year, covering more than 6 million active consumers of Tmall.
Suning.cn platform, online+offline omni-channel, Luke Cheng smart door lock brand sales first.
In addition to the full coverage of online mainstream e-commerce platforms such as JD.COM, Tmall, Youpin and Suning.cn, Luke also has over 5,000 offline experience terminals, which has achieved the full coverage of mainstream KA channels such as Suning, Gome and Red Star Macalline. During June18, below-the-line effectively covered the community of 12 105, and some 4,680 offline stores sold a total of 37,800 smart locks.
For Luke, the bright performance is only the result, and the hard work behind it is the reason. Whether it is product technology, channel laying, service guarantee, brand building, infrastructure construction and ecological circle construction, Luke is pushing the industry to a higher safety standard through combination boxing.
In terms of product technology, Luke strictly controls products internally, and the requirements for product safety cover the whole life cycle, design, innovation, patent and material selection of R&D. , and successively launched a number of star products such as Touch, Classic, OJJ, Q2, Touch2 pro, P 1, covering the price range of 1000-5000+, which was well received by the industry and users. The data shows that in JD.COM and Youpin alone, Luke's products received more than 80,000 favorable comments, with a favorable rate of over 99%. Externally, Luke products have also been certified by many authoritative organizations such as the Ministry of Public Security, the National Intellectual Standards Committee, Alibaba Cloud, ICA and Zigbee Alliance.
In terms of channel construction, Luke has also invested heavily in opening up online and offline, and established a nationwide sales network. In terms of service, Luke has upgraded from consultation, installation, return and maintenance, and Luke Xin's service is fast and good, becoming the industry benchmark. Brand, Luke has been frequently voiced by CCTV, Beijing Satellite TV, CBN, Shanghai Satellite TV, Jiangsu Satellite TV, Guangzhou Satellite TV and other major TV stations and media with Marvel Comics IP authorized cooperation, aircraft carrier conference and CES exhibition. In addition, Yunding Technology, the parent company of Luke, has also built the first residential safety industrial park in China in Tongliang District, which has promoted the development of safety standards in the whole industrial chain of smart door locks.
For a company that has only been established for five years, it is really rare to maintain a normal mind in a traditional industry.
Yunding Technology was established on 20 14, and its products mainly focus on home intelligence and security. Genting, which owns To B, and Luke, which owns To C, target the apartment market and the home market respectively. 20 1 8165438+1October1,Luke launched the designer sub-brand OJJ. In terms of market share, Yunding Technology has entered the head echelon of the smart door lock industry.
Since its establishment, Yunding Technology has received seven rounds of investment from Baidu, Xiaomi, Shunwei Capital, Lenovo Star, SIG, Xianfeng Evergreen, Fosun Group, Harvest Investment, Red Star Macalline, Shuanghu Capital, Blueprint Venture Capital and Detong Capital. Yunding Technology is also a Xiaomi ecological chain enterprise and the first batch of Tencent AI accelerator enterprises.
Genting and Luke, as leading enterprises and brands in the industry, have raised their safety to such a high level, but at the same time, they have not forgotten to build an industry ecosystem and promote industry progress. This reflects the sense of responsibility and mission that a leading brand should have, which is a good thing for Luke and a blessing for the whole industry.