In recent years, with the popularization of the concept of smart home,
smart locks have gradually been recognized by users, and market demand is also increasing year by year. So, how popular is the smart lock in the market and users? What kind of users are paying attention to smart locks? In response to these problems, today we use the big data of Baidu Index to conduct a simple analysis of the smart lock industry to see if the spring of the industry has really arrived? 1 Smart lock Baidu search index trend According to information from Baidu Encyclopedia: Baidu search index is based on the search volume of netizens on Baidu, with keywords as statistical objects, scientific analysis and calculation of the search frequency of each keyword in Baidu web search Weighted sum. According to the different sources of Baidu search, the search index is divided into PC search index and mobile search index. As the world's largest Chinese search engine, the search frequency and index of smart locks on Baidu basically reflect the degree of attention and popularity of smart locks by Chinese consumers. According to the data in 2016, the overall average daily search index of the keyword 'smart lock' on Baidu is 461 and 178 on the mobile terminal; the overall daily index of the keyword 'fingerprint lock' on Baidu is 1513 and the average daily index on the mobile terminal is 974 (See the picture above). According to the data in 2017, the overall average daily search index of the keyword 'smart lock' on Baidu was 720 and that of mobile terminal was 285, and the overall daily average value increased by 56% year-on-year; the overall daily average of the keyword 'fingerprint lock' on Baidu The search index was 1432 and the mobile terminal was 887 (see the above chart). The overall daily average index fell by 5% year-on-year. According to the data in 2018, the keyword 'smart lock' has an overall average daily search index of 863 on Baidu and a mobile end of 459. The overall average daily index has increased by 19% year-on-year, and the average daily value of mobile has increased by 61% year-on-year; 'Fingerprint lock' keyword in Baidu's overall daily average search index is 1276, mobile terminal is 920 (see above), the overall daily average value dropped by 10% year-on-year, and mobile terminal increased by 3% year-on-year. By comparing the Baidu Index in the past three years, two conclusions can be drawn: 1. The number of users searching for the keyword 'smart lock' is increasing year by year, but the number of users searching for the keyword 'fingerprint lock' is decreasing year by year; 2. The keyword 'smart' The search index of 'Lock' on the mobile terminal has grown extremely rapidly. Therefore, smart lock companies should focus more on the mobile terminal when promoting. 2 In contrast, the smart lock index is not low, but some people may question it. The average daily search index of the keyword 'smart lock' + keyword 'fingerprint lock' is only about 2000. Is this data too low? Is the heat not enough for other industries? In order to let people in the industry understand the level of smart locks in the field of smart homes, let's first compare smart TVs (see the picture above). After comparison, it is found that the overall daily average value of the keyword 'smart lock' is only 76 less than the keyword 'smart TV'. If the keyword 'fingerprint lock' is added, the popularity of smart locks is significantly higher than that of smart TVs. How does the result compare with the hotter smart speakers (see picture above)? The comparison shows that the keyword 'smart lock' is only 95 less than the keyword 'smart speaker'. This shows that the popularity of smart locks in smart homes is indeed not low. Compared with the keyword 'home appliancesThis shows that in recent years, the popularity of smart locks is significantly higher than other smart home products. 3Who are paying attention to smart locks? Smart locks are so hot, who are paying attention? Which areas have more people following? Which age group pays more attention to? What is the ratio of attention between men and women? From the data of Baidu Index from July 1, 2013 to February 12, 2019, the top ten provinces and cities with the highest search index (see the figure above) are: Guangdong, Zhejiang, Jiangsu, Beijing, Shandong, Henan, Sichuan, Shanghai, Hubei and Anhui. From the perspective of regional distribution, it can be divided into three categories: one is the areas with relatively concentrated industries, such as Guangdong and Zhejiang; the second is the first- and second-tier cities, such as Beijing and Shanghai, and Guangdong’s Shenzhen and Guangzhou; the third is the more developed provinces , Such as Jiangsu, Shandong, Guangdong, Zhejiang, Shanghai, etc.; Henan has a population advantage. In terms of age, people searching for smart locks are 30-39 years old at most, accounting for more than 50%; followed by people 40-49 years old, accounting for about 28%; ranked third in 20-29 years old Of people, accounting for about 14%. It can be seen from the data that middle-aged people aged 30-49 are the main force in the consumption of smart locks because they have stable jobs and relatively high incomes. From the perspective of gender ratio, men account for close to 80%, and women account for about 20%. It can be seen that male users are more accepting and concerned about smart locks. The conclusion can be seen from the Baidu index: smart locks have indeed become popular in the past two years, and the attention has been increasing year by year; at the same time, in the field of smart home, the popularity of smart locks is obviously higher; in addition, judging from the current situation, young people Has a higher degree of attention, and the proportion of men is higher than that of women. Although the attention of smart locks among users is continuously increasing, and the market demand is also steadily increasing. In 2018, the production and sales volume is expected to exceed 15 million sets. However, we also see that there are many participants in the smart lock industry, and it is currently in a situation where there are too many people. Market competition is very fierce, and price wars, homogeneity, low quality, plagiarism and other phenomena have seriously hindered the healthy development of the industry.
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