In 2019, if you give you one billion, will you still invest in the smart lock industry?

With one hundred million in hand, many things can be done. If you want to invest in an industry, you must at least see if the industry has prospects. In my opinion, the lock' target='_blank'>smart lock market is still a blue ocean at least for now. First of all, the current market size of China’s smart lock industry is not large enough. In 2018, it was only about 10 billion. According to the current penetration rate of about 5%, there is a lot of room for development in the future; at the same time, user awareness is also not enough. The brand effect of smart locks has not yet formed, so there are still opportunities, but the road is more difficult to follow than the first movers; secondly, the demand for smart locks in China has grown rapidly in recent years, with the national production and sales volume of 3.5 million sets in 2016 and 8 million in 2017 Sets, it may exceed 15 million sets in 2018. From these data, it can be seen that the shipment volume of the smart lock industry in recent years has been increasing at a rate of more than 50%; in addition, with the advent of the era of fine decoration, as well as the advancement of urbanization and urban village transformation, it will further promote The development of the smart lock industry; at the same time, the replacement and secondary upgrade of locks will also bring many development opportunities for the smart lock industry. What do people in the smart lock industry think? Regarding 'How many opportunities are there for new entrants in the smart lock industry in 2019There are more participants entering the smart lock industry, and 35% believe that there will be fewer new entrants than in the previous two years (see the figure below). It can be seen from the survey that most people in the industry still believe that in 2019, as the market is still in a blue ocean and the industry pattern is undecided, more participants will come in. In the survey, 57% of people believe that the smart lock market will be more competitive in 2019 and the market will be more difficult to do; 40% of people believe that with the increase in demand, 2019 will be better than 2018 (see the figure below) ). It can be seen that more people in the industry hold a pessimistic attitude towards the development in 2019. Since 62% of the respondents believe that more participants will come in, and the market in 2019 will be more difficult to do than in 2018, how many opportunities are there for new entrants in 2019? 51% of industry professionals believe that new entrants need to seek breakthroughs in 2019, and there may be some opportunities to do some market segments. 15% believe that everyone is on the same starting line and there are opportunities, and 32% believe that Because there are so many participants (see the picture below), there are very few opportunities for new entrants, but the opportunities are created by themselves. What are the difficulties for new entrants in 2019? As the saying goes, opportunities are not given by others, but by themselves. So, what are the difficulties for new entrants in 2019? 1. How to stand out among more than 2,000 companies and more than 3,000 brands? For new entrants, the smart lock industry is a stage for masters like clouds. They want products without mature products, brands without brands, and channels without channels, so it is easy to be overwhelmed in this big stage, so the brand Construction is a very important part for new entrants; second, how to get out of the road of differentiation? Product differentiation, brand promotion, and model differentiation, these are all issues that new entrants must consider. If you just follow other people’s old ways, or use other people’s mature models, in 2019 Years may be really difficult to go; Third, how to grab channels? As the saying goes, those who have channels have the world. Dealers and manufacturers are a whole interdependent. It is difficult for a good product to fly into the homes of ordinary people without distributors and agents, and it is also difficult for a distributor with a strong ability to not have a good product. Grab the market. Therefore, it is extremely difficult for new entrants to compete with more than 2,000 companies for channels. To sum up, even if you hold 100 million in your hand, in the fierce smart lock market competition, if there is no innovative thinking, no good products, no good promotion methods and marketing models, or even excellent talents and teams, money No matter how much it is, it's no use.

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