In the 5G era, all things are interconnected, with extremely low time delay, which will bring great changes to personal life and economic and social development. With the gradual popularization of 5G intelligence in China, smart home products can solve the interconnection problem, break down barriers and bring consumers a better intelligent life.
In the 5G era, all things are interconnected, with extremely low time delay, which will bring great changes to personal life and economic and social development. With the gradual popularization of 5G intelligence in China, smart home products can solve the interconnection problem, break down barriers and bring consumers a better intelligent life. As an important part of smart home products, the smart door lock market is becoming increasingly popular, mainly due to the convenience brought by the products themselves to consumers' lives. Nowadays, many well-known real estate developers will install smart locks as the delivery standard of fine decoration. According to the survey data of 300 hardcover cities in April 2020 of Aowei Cloud Network, 504 hardcover buildings were newly opened from January to April 2020, of which 325 hardcover buildings were equipped with smart door lock products.
From January to April 2020, the market for fine decoration and hardcover smart door locks was 47,600 units, a year-on-year increase of 17.8%
As of January-April 2020, the number of newly opened projects in the hardcover market was 438,000 sets, down 55.8% year-on-year; The hardcover housing projects equipped with hardcover smart door locks opened 288,000 sets, down 40% compared with the same period last year, but the matching rate of hardcover smart door locks was 65.7%, up 17.3 percentage points compared with the matching rate of the same period last year.
In the hardcover smart door lock market, the share of new first-tier cities accounted for nearly 40%, and the first-tier cities led the proportional growth
From the city level, the hardcover smart door lock market accounted for 39% of the new first-tier cities from January to April 2020, which was 6.9 percentage points higher than the share structure in the same period last year. Secondly, the share structure of first-tier cities accounted for 8.8%, which was 4.3 percentage points higher than that of the same period last year. The share of second-tier cities and fourth-tier cities declined to varying degrees.
From the perspective of year-on-year growth, only the first-tier cities showed positive growth, with an increase of 18.3% compared with the same period of last year. Other cities have declined to varying degrees, but the decline rate of new first-tier cities, second-tier cities and third-tier cities is still far lower than the downward trend of hardcover market (-55.8%).
The growth rate of smart door locks supporting TOP10 cities is higher than that of the broader market, and Kunming and Guangzhou are growing at multiple times
From the perspective of cities: from January to April 2020, the share of TOP10 cities with smart door locks in hardcover new buildings accounted for 42.8%, which increased by 7.9% compared with the same period of last year, while non-TOP10 cities declined by 55.0%.
The cities with a year-on-year increase of more than 100% are Kunming and Guangzhou. Among the 14 newly opened buildings in Kunming this year, 12 buildings are equipped with smart door locks. The same is true in Guangzhou, where 13 of the 15 newly-opened hardcover properties are equipped with smart door locks. It can be seen that after years of market cultivation, smart door locks have been widely used in first-tier cities and new first-tier cities such as Kunming and Guangzhou.
Secondly, among the TOP10 cities, Nanjing, Hangzhou, Zhanjiang and Nantong increased in proportion, with a growth rate of 5%-20.8%.
In the hardcover smart door lock market from January to April, 2020, compared with the same period of last year, Junfa Real Estate and Sunshine City had the highest growth rate, both of which increased by more than 110%. In particular, Junfa Real Estate, as an important local regional developer in Kunming, has opened 5628 suites in Junfa Cloud City Square (Phase 3) and Junfa Junyunfeng this year, 100% of which are equipped with smart door lock products, and its supporting brands are Jianlang Haibeisi and Panasonic. The newly opened hardcover real estate last year was also equipped with smart door lock products. As a national regional developer, Sunshine City also serves as its hardcover supporting standardized product, with a supporting rate of 65%.
From the matching quantity of each developer, China Evergrande has the highest matching quantity of intelligent door locks, exceeding 25,000 sets, which is 28.2% higher than that of the same period last year, mainly distributed in East China. Country Garden's smart door locks are mainly deployed in East China and South China, with more than 20,000 sets. 70% of the smart door locks in Vanke's newly opened buildings are concentrated in East China.
The matching rate of hardcover smart door locks of TOP10 developers all exceeded 45.0%. 100% of the hardcover buildings in Zhongnan Land are equipped with smart door locks. The allocation rate of smart door locks of Junfa Real Estate and Zhuoyue Real Estate is over 90%. Large developers such as Country Garden, Poly Real Estate, China Overseas Real Estate and Greenland Holdings have a smart door lock allocation rate of 80-90%.
Domestic brands are more recognized by developers in the hardcover smart door lock market
From the perspective of brand nature, domestic brands accounted for over 80% of the hardcover smart door lock market from January to April 2020, reaching 81.4%, further squeezing the market share of foreign and joint venture brands. However, from the analysis of its supporting hardcover buildings, most of the domestic brands are concentrated in the newly opened buildings below 20,000.
From the perspective of developer types, the top 50 and non-top 50 brands are more inclined to purchase domestic brands under the centralized purchase of smart door locks. From the perspective of city level, the share of foreign brands is mainly distributed in first-tier cities, new first-tier cities and second-tier cities, and their share is between 14-18%.
TOP5 has a high brand concentration, with a brand share of 46.7%
From the brand point of view, from January to April 2020, the TOP5 brand share of hardcover smart door lock market accounted for more than 46%. Among them, the top two brands, such as Jianlang Haibeisi and Cadiz, accounted for more than 30%, reaching 34%.
As to meet the intelligent needs of the increasingly young buyers, realize the intelligent, environmentally friendly and safe optimization management of the community, and cater to the intelligent development trend of finely decorated houses, at present, intelligent door locks have become a new standard direction with great potential in the real estate industry. In the future development of real estate, smart home products represented by smart door locks will become an important core force. We believe that the smart door lock in the future will not only serve as a standardized smart home product for hardcover buildings, but also become the "Bai Yueguang" in the hearts of many blank housing consumers. With the increasing popularity of 5G and the vigorous development of smart home industry, it will bring better development opportunities for smart door locks.