China Building Materials Network News: Recently, in order to understand consumers' understanding of smart locks, Xiaobian has visited a number of building materials and home markets such as Red Star Macalline, Lanjingli Home, Real Home, Wanjia Lights, etc. More than 500 questionnaires. From the investigation, Xiao Bian found that the smart lock industry is still "industry hot, the market is cold", and there has been a polarization phenomenon.
Lock industry
What do you need from the lock industry brand to the mass brand consumer? (Image from the network)
Why are consumers so confused?
In the survey, more than 80% of consumers said that they still use traditional mechanical smart locks in their homes. More than 90% of consumers do not know which well-known smart lock brands are on the market, and the brand awareness of smart locks is not high. 30% of consumers said that smart locks are mainly understood from Korean dramas and some idol dramas, but they don't know whether stability and quality are passed, and they don't dare to change.
More than 90% of middle-aged and above consumers said that attendance machines are often unable to enter fingerprints due to wet and dry fingers, fingerprint damage, etc. Therefore, there is a concern that smart locks also have such problems, so they are still waiting for intelligence. Among the 80 and 90 interviewed, 70% said that they replaced the smart lock, but did not know the standard of a qualified intelligence. The middle-aged and the elderly are conservative, and the smart lock function is too complicated to be used.
Regarding the purchase channel, more than 80% of consumers said that smart locks need to be installed, so they will generally check the relevant materials on the Internet, and then go to Jingdong, Tmall and other platforms to understand the approximate price, and finally choose the physical store to buy. Because their view of smart locks is that smart locks are related to home and personal safety, and they can't see the real thing.
It is seen from the survey that many consumers have the desire to use and purchase smart locks, but they do not understand the knowledge of the smart lock industry and smart locks. Therefore, they always wave in the process of selection and comparison, but they don’t know what to think. Institutional consultation related information.
Market cultivation is very important
Many smart lock companies use exaggerated methods when propagating, such as "the share of smart locks in countries such as Europe, America, Japan and South Korea has reached 50%, and the domestic smart lock market will usher in an outbreak!" What consumers see is only the fiery appearance of the smart lock industry, but they can't see the actual application effect and prospect of smart locks, which has led to the phenomenon of “hot industry and cold marketâ€.
Therefore, some experts believe that there is a corporate propaganda smart lock industry will usher in the market outbreak is just a cake for agents. To achieve the use of smart locks by the whole people, there is still a long way to go. It is necessary for all industry enterprises to proceed from the overall situation, starting from the perspective of public welfare, starting from the actual needs of consumers, and promoting the functions and advantages of smart locks and the differences with traditional locks. And what changes can be made to life, let consumers understand smart locks like a mobile phone. Only after the consumer truly understands the smart lock can the market heat up.
From industry brands to mass brands
Perhaps many smart lock companies believe that the smart lock industry is not a product of "high attention, high consumption frequency", and the industry brand can cooperate with real estate developers to do more engineering projects. However, with the disappearance of the demographic dividend advantage and the aging of the population, the new residential construction is bound to gradually decrease, and the future will definitely be based on the retail and dressing market. Therefore, it is extremely important to build a popular product.
Besides, it is no longer the era when the wine is not afraid of the alley. The products are not good enough to go out and drink. Consumers don’t understand you, and naturally they will not choose your products. Therefore, to build a mass brand, it is necessary to increase publicity, apply new media, television, network and other methods and channels to improve the opportunities for products and brands to “face†in front of the public. Over time, the brand influence and popularity will be enhanced.
What do consumers need?
In the survey, 80% of consumers said that when buying locks, the first consideration is safety and quality, followed by function and appearance. Therefore, safety is still the first element of the lock. Is your smart lock really safe? Is your smart lock really able to withstand hackers if it is connected to the Internet? Can it withstand the technology? Can it deal with fake fingerprints?
Of course, after 80s and 90s, consumers are “millennials†who grew up under the Internet, and they are willing to accept new things. Therefore, in addition to security, they also hope that you can bring them more "black technology", more fresh, unique features, cool, stylish appearance.
In the survey, Xiao Bian also issued the vast majority of consumers that the price of smart locks on the market is somewhat high, which is difficult for the average consumer to accept. More than 70% of consumers said that the price is acceptable below 1,000 yuan, only 25% of consumers said that the price is acceptable between 1000-1500, and only 5% of consumers said they can accept smart locks of more than 2000. So what consumers want is price/performance. This is contrary to the "smart locks that do not believe in good quality and low price" promoted by many companies. Of course, this is not to promote low-cost competition, but to hope that enterprises can benefit from consumers by reducing costs and allowing them to accept smart locks.
In order to truly gain consumer recognition, it is necessary for major manufacturers to further tap the needs of young consumers in order to cultivate the market.
Xiaobian summary
The polarization of the smart lock "industry hot, market cold" is not what industry companies want, but it is. How to solve such problems, we also need all smart lock enterprises, from the perspective of public welfare and maintenance of the market, should focus on cultivating the market and consumers in the promotion.
Editor in charge: Sun Gongxue
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