5 links tell you whether the smart lock industry is online or offline

Smart locks are popular items for smart homes, attracting more and more traditional home appliance giants to join the smart lock industry. Domestic brands include Haier, Midea and other major brands; foreign brands such as Panasonic and Philips; and some Internet companies also Join the smart lock industry, plus traditional door lock manufacturers such as Yale, Fuyu, Desman and other professional smart lock brands. The battle for the top brands in the smart lock industry in 2018 has kicked off. So how to layout the smart lock branding route to be more competitive? Is it better to go online or offline? When we think about whether an industry is more suitable to go online or offline? First of all, we must first think about one of the most critical questions: how consumers complete a product purchase process. How to analyze it in detail? In fact, it is very simple, only need to combine these 5 links, the advantages of online and offline: 1. Demand generation link: how consumer demand is aroused-for example, if the home is stolen, I want to change to a lock with better anti-theft performance 2 . Understanding link: how consumers obtain information-for example, which smart lock brands can choose 3. Evaluation link: how consumers make decisions-for example, which smart lock brand is better 4. Buying link: how consumers complete the transaction and get it Commodities-online payment or offline purchase is more convenient 5. Service link: how consumers can obtain services after purchase-for example, who to find a smart lock installation 1. Demand generation link: how consumer demand arouses demand often It is the first step of buying-to allow consumers to buy smart locks, first of all, consumers must be aware of their needs. Although smart locks have been developing for more than ten years, the current popularity is still very low. According to the latest data from the China Lock Industry Information Center, currently only about 3% of smart locks are installed in households in China. It has a lot to do with it. In terms of product stimulus demand, the current promotion of smart locks online is more efficient. For example, many of the first customers who bought smart locks have seen the smart locks installed in the homes of the heroes and heroines of 'My Love from the Staropened. And if you choose an offline store, the daily flow of people is limited, not to mention, just relying on the one-to-one introduction of shopping guides is a bit inefficient. 2. Understanding the link: How consumers obtain information to enter this link means that consumers have generated a clear demand and need to buy a smart lock. You need to find out which brands you can choose, price, product quality and other information to choose for yourself. In this aspect, it is obvious that there is still an advantage online. Because the emergence of the Internet allows every consumer to obtain information fairly and with high efficiency. If you choose offline, it would be too much trouble to go from one store to another. As long as you open the e-commerce platform to search for smart locks online, many merchants will appear, with prices and key information about each brand's product introduction and evaluation. And you can also learn about relevant product information through search engines and professional social platforms. 3. Evaluation link: How do consumers make decisions? In this link, consumers already have some comparative brands. For example, imported brands have Yale fingerprint locks, and domestic brands have Fuyu smart locks. In this link, there are still advantages offline at present. Because the current price of smart locks is still relatively high. Therefore, consumers will be relatively cautious when buying. Consumers can experience the performance of smart locks through offline physical stores, and buying smart locks home involves installation and after-sales issues. Consumers choose a physical store near their home to buy, and it is more convenient to find after-sales if there is a problem. 4. Purchasing link: How do consumers complete the transaction and get the goods? In this link, the consumer has finally selected the brand, and they just have to pay. At this point, how convenient is it for consumers? Therefore, in general, smart lock brands must be able to satisfy the convenience of consumers. In the payment link, it is best to guide consumers to complete online payment, because online can obtain consumer information and generate secondary transactions and referrals. At this point, it is necessary to have online, of course, there are many offline stores that are more competitive. 5. Service link: How consumers obtain service after purchase does not mean the end of the business for smart locks-there are also a series of after-sales service issues such as installation and after-sales service. Obviously at this point, offline has an absolute advantage. Who can do well in after-sales service in the future will win the trust of more consumers. Conclusion: Regardless of whether your smart lock brand is pure online or pure online, I think you have to change your mind now. Thinking more about your business model from the perspective of users and consumers, I believe it will definitely help you to build your brand. In the smart lock industry, the longer-term future must be a brand that wants to combine online and offline, and a company that can continuously improve around consumers and market changes.
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