Section 1, demand analysis
First, product demand
With the continuous improvement of the quality of life of residents, the pillar industries such as residential, automobile, medium and high-end office buildings and hotels will develop rapidly, and the demand for fingerprint products with high convenience and security will be increasingly enhanced by defense, public security and financial systems. High-tech products such as biometrics and electronic technology in the consumer market of locks are still in a blank stage, but the consumer demand for fingerprint locks in the market has shown a high growth rate of more than 40% per year. The domestic market will have a share of about 10 million sets of high-tech products such as fingerprint locks.
Second, the price demand
Popular electronic code locks and remote control locks in Europe and the United States, the price is relatively high, profit margins still exist, but there are few domestic high-tech locks. In recent years, China has begun to introduce fingerprint locks from its own production.
Third, channel demand
With the continuous maturity of fingerprint technology and the gradual reduction of research and development and production costs, fingerprint technology related products will surely usher in a period of great development. At present, developed countries such as the United States, the United Kingdom, and Japan have already stipulated that fingerprints will be collected for airport security inspections of foreign citizens entering the country; the United States has installed fingerprint scanning detection systems at 115 airports in the country; the Japan Immigration Bureau also stipulates that ports also Fingerprint collection; in order to welcome the 2010 Shanghai World Expo, Shanghai Rail Transit will fully introduce fingerprint security. All of these indicate that the application of fingerprint technology is about to enter a period of explosive growth. But relatively speaking, the market for fingerprint lock applications is a civilian market. The popularity of the civilian market, the biggest obstacles currently existed are mainly reflected in two aspects: First, the concept of reason, many people have insufficient understanding of the fingerprint lock, a little "respected from the distance", and even think that it does not have the traditional mechanical lock safe and reliable, in fact, this It is the recognition of the deviation of the fingerprint lock. In fact, many people often use fingerprint locks after they have used it, because fingerprint locks are not only safer, but also can bring great convenience to people. With it, you no longer have to keep and carry a bunch of keys. This is the embodiment and pursuit of modern life in modern times. Therefore, for fingerprint lock manufacturers, there is still much work to be done in terms of consumer guidance and universal education. Second, due to price reasons, the price of fingerprint locks has not yet reached the level that ordinary residents can afford. Because there are not many enterprises capable of mass production in China at present, that is, the fingerprint lock has not entered the stage of large-scale industrialization development, and the scale can reduce the manufacturing cost. After the 2009 Beijing Olympics, it was a year of rapid development in China's fingerprint lock market. With the promotion of some high-end real estate, the fingerprint lock market application will enter a stage of rapid growth. At present, the focus is on the development of the engineering real estate market. The fingerprint lock is based on the engineering real estate market. The potential value of the fingerprint lock consumer market has been very large after evaluation. However, as a fashionable and advanced high-tech product, in order to enter the civilian market, a large number of advertisements must be placed to lead the consumption trend. The development of the civil market requires a large amount of sales force; while the same sales force is invested in the engineering market, a project contract is often hundreds or even thousands of fingerprint locks, the scale effect is extremely obvious, and the relatively fixed area is greatly reduced. After-sales installation and maintenance costs.
Fourth, purchase demand
When consumers buy products, price is the first consideration. Fingerprint lock products are superior to their potential substitutes in terms of construction and price. Product quality is the second consideration when purchasing products. If domestic fingerprint lock production enterprises want to increase the sales of products, they must first win the purchase of consumers. Under the premise of price advantage, it is imperative to increase the technical investment of products. In addition to safety performance, the number of fingers, response speed, recognition rate, and additional functions are all key indicators. Intelligentization requires the owner to understand and accept, and must be simplified. The current intelligent system is generally provided by the developer to provide hardware products, the property company provides software maintenance, and the community owner's understanding of the intelligent equipment is not deep enough, which is also an important reason for most of the equipment failure. Â
Section II, Supply Analysis
First, product supply
Although it has broad prospects, there are still few large manufacturers involved in the fingerprint lock market in China. A qualified fingerprint lock must use internationally leading smart chips and high-standard installation materials, which determines its rigid cost is more than 1,000 yuan. At the same time, due to the high technology added value, the market price of fingerprint locks is generally compared. Expensive, coupled with the lack of consumer perception, has certain difficulties in market development. As an emerging high-tech intelligent industry, the fingerprint technology industry has an insurmountable level of technology. So far, the global fingerprint technology products are just in their infancy, and there are few brands with strong fingerprint technology products in the domestic market. At present, there are already some fingerprint lock manufacturers in the Chinese market to enter the market to open the camel stage, such as Dijier Enterprise Co., Ltd. (Digi brand fingerprint lock), most of the global business of other brand companies are not completely open, the general fingerprint lock manufacturers are It provides products for government agencies and financial systems through direct sales. Although the competition in China's fingerprint technology products market has begun to fierce, fingerprint locks as a new high-tech product, the biggest competition comes from consumer perception, not similar products; a quality fingerprint lock product, as long as the market strategy is right, Execution in place, it is possible to achieve sales breakthroughs in a short period of time, quickly becoming one of the leading companies in fingerprint locks.
Second, the price supply
The fingerprint lock product is not fully perfected in product technology, the number of competitors is small, the number of substitute products is small, the added value of the product is high, and the market can meet the requirements of high profit demand. The future development of the product will be the initial sales growth. Profits increase; slowly after entering the maturity period, due to the break of monopoly of innovation technology monopoly and market oligarchy, competitors increase, market competition is fierce, alternative products increase, the added value of products continues to fall, profits become thinner, profits are reaching After the apex, it gradually went downhill and began to slip. Enterprises are paying more and more attention to the decline of product costs, and lower costs are beginning to become more and more favorable, especially similar to Dijier Enterprise Co., Ltd., which has mold department, design department, polishing department, die-casting department, punching department, Specialized departments such as drilling machine, lathe department, electronics department, assembly department and testing department can complete 90% of the process in the factory.
Third, channel supply
At present, China's fingerprint lock retail distribution business is still immature, facing high channel and transmission cost hindrance. At the same time, due to the advancement of fingerprint lock products, it is difficult to seek breakthroughs in retail distribution. Fingerprint locks can enter the engineering market to choose from: real estate, government office, financial business, hotel rooms, etc. Real estate: In recent years, China's real estate industry has developed rapidly, bringing unprecedented opportunities for the market development of fingerprint locks. The demand for fingerprint locks in real estates is large and the number of purchases is large. In Guangzhou, the sales of fingerprint locks for a real estate has reached several million yuan, and the real estate chambers will continue to develop real estate. As long as the customer is well maintained, there will be continuous Increased market share and sales performance. Government office, financial business system: The demand for fingerprint locks is small, but the performance requirements and installation quality requirements are relatively strict, and the progress of the project is often relatively slow, and the purchase amount is also small. These units are basically a one-time action on fingerprint lock purchases, and salespeople rarely get secondary sales opportunities with the same customer. Hotel rooms: At present, a large number of IC card keys are used. Due to the large amount of personnel flow, the fingerprint lock needs to input fingerprints on the spot and is eliminated after the passengers leave. The use process is too complicated and the convenience is lower than the IC card key, which is not suitable for hotel housing. Therefore, the sales strategy focusing on real estate is most suitable for the market expansion demand of fingerprint locks.
Fourth, promotional supply
Compared with the traditional access control locks, the application advantages of the fingerprint lock series technology products are extremely obvious. The uniqueness of the single fingerprint greatly improves the performance requirements of the user in security, and the unique physiological attachment of the fingerprint completely avoids the hidden, stolen and copied hidden dangers. These huge advantages make the fingerprint lock technology more and more Accepted by people and caused a security revolution on a global scale. Under such a broad market prospect, many domestic enterprises have developed fingerprint security products. However, after several years of market breakthrough, fingerprint locks have not been widely used. Many manufacturers have fallen into the market-leading stage and become the martyr of the fingerprint lock market. The remaining old brands have been few except for the Digi brand.
Section III, Analysis of Market Characteristics
First, the product features
Fingerprint locks and password locks are simple in shape, but the internal structure is very complicated. Generally, each lock has 4 to 5 locks, which is very stable and has a fireproof function. The operation of the lock is also quite simple. Fingerprint locks can generally store between 75 and 150 fingerprints, while the first three fingerprints can be used to manage other fingerprints. The combination lock requires battery operation. You can replace the battery by opening the metal plate on the side of the lock. It is understood that most of the fingerprint locks currently used are units and departments that guard against security and deposit confidential documents such as banks and public security. Of course, fingerprint locks are not as expensive as possible. When buying fingerprint locks, customers generally pay attention to "safety, versatility and stability." Specific to the product: 1, rejection rate and misrecognition rate misrecognition rate: the actual refers to "an unprotected fingerprint can open the fingerprint lock", this situation is still in the fingerprint lock industry, I have never heard of it, the general fingerprint lock can reach the practical standard. Rejection rate: refers to "the correct operation method for a correct fingerprint but can not open the fingerprint lock", this situation should be concerned when buying a lock. At present, the lock rejection rate on the market indicates that it is below 0.5% to 1%, but the data is only data. When buying, you must use your finger to demonstrate on the spot several times. 2, intelligent people who buy fingerprint locks are generally directed at its security and fashion intelligence. 3. Versatility At present, I have not seen any manufacturer producing "safety door with fingerprint lock". When the door and the lock are purchased separately, it is very troublesome if the lock is not installed, so it must be purchased. Pay attention to whether the lock body meets the opening standard of the safety door. 4, power consumption: When buying locks, I have no way to teach you how to identify the problem of power consumption, but power consumption is indeed an important criterion for determining the quality of a lock.
Second, the price characteristics
At present, the integration of the fingerprint lock industry has begun, and the fierce competition in various categories has made the industry's market saturated. Due to the gap between the development and design innovation capabilities, the plagiarization of domestic products is serious, and the homogenization of products has led to more price competition in marketing. From the perspective of the possibility of its application in various fields and the growth of its downstream industries, the fingerprint lock market has contracted in recent years, but the industry is still growing at a steady rate. In production, due to the innovative development of new materials and technologies, existing companies need to transform their products and replace equipment, and the prices of products in the industry will run smoothly.
Third, channel characteristics
As far as the whole fingerprint lock industry is concerned, it has a great correlation with the downstream industry. As a whole, the demand changes and price changes of the downstream industry have a greater impact on the development of the fingerprint lock industry, and the development of the fingerprint lock industry. With a large traction and driving role, their changes in demand directly determine the future development of the fingerprint lock industry. Most domestic fingerprint lock manufacturers still have two sales models of direct sales and agency, and direct sales and distribution are still the main sales channels for enterprises. For production companies, the smooth flow of channels is one of the key elements of competition. To achieve smooth channel access, the key points are as follows: (1) stable channel partners, so that customers and agents will make long-term cooperation that is really beneficial to products; (2) follow business rules and establish integrity. A stable cooperative relationship can reduce the cost of cooperation; (3) A reasonable profit margin, customers and agents have the potential to grow and develop, and the development of the channel will naturally bring more business to the manufacturers.
Fourth, the purchase characteristics
Select the fingerprint lock to see the following indicators: 1, manufacturer / brand This is the focus of the choice of fingerprint lock. Only when the manufacturer's production quality is guaranteed, can the user's peace of mind be used; only after the manufacturer has the guarantee of after-sales, it is possible that someone can solve the problem in time; only the quality of the manufacturer and the after-sales guarantee can prevent the user from opening the door. Being locked out of the door. Including the professional level of the manufacturer, the history of the manufacturer, the scale strength of the manufacturer, the product type of the manufacturer, and the after-sales service capability of the manufacturer. In order to fully meet the above conditions, the first fingerprint card lock produced by the Sino-US cooperative company Jill Enterprise Co., Ltd. was first introduced. 2, the function of the choice of lock function, on the one hand to meet their own needs, on the other hand is also the quality of the lock. A good company often has more than a dozen fingerprint locks for users to choose. Users generally choose to use their own products: there are metal door and wooden door for the entrance door, there are user interior doors, common to wooden doors and so on. The basic functions commonly used are: it can be used for multiple people to open the door, the quality of the product should be stable, and the performance is good; the door can be opened by permission; the fingerprint of the door can be freely increased or decreased; the password function is appropriate. For a company, there are only a few fingerprint locks for users to choose. Basically, the company has not produced large-scale products, and there are inevitably many product defects. 3, style For the choice of lock style, people have their own good, this part is not conclusive. In general, look at the materials and the choice of appearance and color. At present, the lock material on the market is mainly made of stainless steel and alloy, and also has plastic.
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