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299 yuan cheap smart lock, who is the heart of the cold?

Sep 19, 2019

"Smart lock is cheap, don't 9999, don't 999, just 299. Yes, you didn't get it wrong, it's 299. 299 you can't buy it, 299 can't buy it; 299, you can't go to Singapore and Hong Kong; 299, not enough With lovers to go to romantic Turkey; smart locks are not heirlooms, but men, women and children can not be separated; 299, buy smart lock home, go out and throw away the keys, wife happy, old people, children like, family fun!


Global Hardware Ring


This is a smart lock marketing propaganda section circulating in the circle of friends, but it reflects the extremely bad price war in the smart lock industry. Nowadays, the smart lock has been smashed from the high price that the masses can't afford, and it has fallen to the low price of two or three hundred dollars. If you say that two or three hundred dollars a smart lock can be cheap, it is a good thing for the user.


But unfortunately, in many cheap smart locks, most of them are defective products without quality assurance. Therefore, such products are bought back by the user. Once a problem or malfunction occurs, the damage is not only the interests of the users, but also the overdraft of the credibility of the entire industry.


Of course, this is in line with the current situation of China's smart lock industry. The competition is extremely fierce. Today, more than 2,000 companies and more than 3,000 brands compete on the same stage. Although the whole industry is more lively, it has also caused the whole industry to fall into the trap. Unprecedented chaos, plagiarism, price wars and other chaos have become the "new normal" of the current smart lock industry.


In the multi-brand smart lock brand, there are many small brands, small enterprises, and even small-scale family enterprises that have no research and development capabilities, no quality guarantee, no brand recognition, and no perfect after-sales system, and most of them adopt All of them are public model production, just like the function phone of Huaqiang North in the past. As long as you want to do it, you can purchase different parts from different channels, and finally form a lock by simple assembly.


In other words, the Chinese smart lock industry has entered the era of lock-up for all, and the industry's entry barriers are getting lower and lower. A good big brand comes in, adopts ODM form, designs it yourself, and then finds a good foundry OEM; the average company only wants to join in the fun, too lazy to design and research and develop, directly find a company OEM, what products are there for others? What products; plus some products made with public molds, many products in the market have been difficult to distinguish from the appearance. This has led to the status quo of the industry's "good-looking skins, the same soul, and the joy of the soul."


Therefore, under the background of extremely homogenization, those enterprises that have no research and development strength, no brand recognition, no quality assurance, and no perfect after-sales system can finally fight for the price.


Price war is the only way for every industry to go from development to maturity. Just like the air-conditioning industry that year, after more than 1,000 brands in the chaotic period, after a round of shuffling and knockout, there are now less than 100 brands. Among them, the air-conditioning industry has undergone a transition from price war to value war, and companies that can survive are fighting for products, services and brands.


The smart lock industry will eventually change from today's price war to value war, and manufacturers who only fight for price will only have one dead end. Therefore, first of all, we must understand that the so-called high quality and low price, the beauty of the goods is the premise, that is, the quality of the products and the after-sales service of the enterprise must be cleared and guaranteed. Only after solving the beauty can we talk about the low price. In other words, whether you sell 2,999 yuan or 1999 yuan, or even 999 yuan, 699 yuan, or 299 yuan, quality is the premise, no quality, do not raise the price.


Secondly, we must understand that what users want is not necessarily really cheap, but value for money. The so-called penny and the goods are the items that make the user feel that the value they spend can get the same value. Just like the current users to buy air conditioners and home appliances, the first choice is Haier, Midea, Gree, Philips, Hisense, TCL, Samsung, LG and other domestic and foreign brands, because these brands can provide good quality, but also Provide good after-sales service, so that users feel that buying back is guaranteed.


Again, we must understand that only with reasonable profits can the company develop in a healthy way. Selling smart locks of 299 yuan, 399 yuan, and 499 yuan, it is hard to say that there is no profit, but only more and less profits. Nowadays, the Xiaomi Mijia smart lock is also in the process of preparation. According to the profit of 5% of Xiaomi, I will not dare to sell the smart lock to three or four hundred yuan.


No profit is not only difficult for enterprises to maintain normal operation, but also lacks funds for R&D, brand promotion, channel construction and after-sales service system construction. If these are not done well, it will be difficult to form the core competitiveness of the company, so in addition to the price In addition, it is difficult to find a breakthrough.


On the other hand, the price war not only does not give you much benefit, but it also allows the peers to suffer. Therefore, the competition in the smart lock industry, the price war is not the final choice, the way out of the smart lock industry is also necessary to focus more on the intensive cultivation of products, brands and after-sales services.