Low brand awareness, lack of scene experience, and single marketing and communication methods are the three major shortcomings of smart door locks in China.
On the surface, there is a prosperous smart door lock industry, and China's color TV industry is on the rise in the 1990s. A large amount of capital has poured into this industry, and many companies have invested in the smart door lock industry. There will even be a large number of unknown small and medium smart door locks on Baidu that are attracting investment to join.
Can the industry be enlarged by attracting investment and joining? Obviously this is a false proposition. Whether it is the color TV industry or the mobile phone industry, such as Hisense, Changhong, TCL, Huawei, Xiaomi, etc., they do not rely on franchise promotion, but rely on brands and core technologies to become industry leaders.
"Existing smart door locks are widespread, lack of brand leadership and brand concentration is not high. Many consumers are beginning to realize the importance of smart door locks. Although the sales of smart door locks continue to increase, the distance has really exploded. There is still a long way to go to the huge market. In terms of marketing and experience, smart door locks are still lacking." said a director of the smart door lock industry.
Among the 100 consumers randomly surveyed by Blue Technology, 79% of the respondents are interested in smart door locks and indicated that they can consider replacing smart door locks in the future. However, when it comes to the smart door lock brand they recognize in their minds, more than 92% of consumers cannot name the smart door lock brand.
This shows that the current brand awareness of smart door locks is extremely low and does not match sales. At present, there are hundreds of smart door locks in the Chinese market, and the basic differences are not big in terms of function, design and technology. When consumers choose smart door locks, most of them rely on the introduction of physical store salespersons, or check the brands with the most sales when shopping online.
Under the background of low brand recognition and concentration, smart door locks cannot form a brand effect in the short term. Regardless of whether it is a domestic, joint venture or imported brand, the lack of brand awareness will make this market uneven.
From the perspective of the price range, the current price of smart door locks is between 1,000 yuan and 50,000 yuan. With huge price differences and lack of brand awareness, consumers may lack a reference coefficient when choosing smart door locks.
The brand itself represents trust, technology and quality. Judging from the current situation, if you consider sales as an indicator, some brands of smart door locks have relatively good sales, but they do not represent quality. Because in the era of chaos in the smart door lock industry, when consumers are not highly recognizable, sales cannot represent brand, quality and recognition.
Let's look at the scene experience again. The smart door lock itself, in addition to the technological content, will also bring more security and convenience to consumers, which is the main reason why consumers buy smart door locks.
Due to the particularity of the product, smart door locks actually need a good scene experience, so that consumers have a sense of substitution in the scene experience and understand more features of smart door locks in interaction.
In the current sales channels, taking physical stores as an example, it is more of a display and explanations by salespersons, but there is a lack of more graphic and video display instructions. Through the form of videos and cases, if the advantages of smart door locks can be clearly presented, it will achieve a multiplier effect with half the effort.
In terms of marketing, the marketing method of smart door locks is still relatively single. Compared with mature products such as mobile phones and small household appliances, there are still obvious shortcomings. Taking short videos as an example, smart door locks should be able to create matching short videos based on life scenes. On the one hand, it can increase consumers’ desire to buy and brand awareness. On the other hand, short videos can help consumers learn about smart The technology, safety and favorability of door locks have been further enhanced.
Judging from the signs of news dissemination, the existing content is mostly disseminated from the perspective of the industry, and the attributes of B2B are obvious, and there is a lack of in-depth observation from the user level.
Smart door locks will increase in volume in the future, which is the consensus reached by many people in the industry. However, in the current situation, we should not rush to use scale to occupy a position, but play a good brand and quality brand, so that consumers can understand smart door locks in a good scene experience, which is more than eager to expand sales at low prices. Significant.
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