The smart lock market is urgent and the industry needs new business models

The smart lock market of 2017 is being staged on a hot stage. The heat has surprised many people. I joked with my friends that now a new or two smart lock brand will be born almost every day. If only last year, there were only three or five hundred brands in the country. As of today, at least one "1" can be added to this number. Under such circumstances, the upstream accessory companies can almost all say that they have earned enough money, but as companies that really participate in R&D, manufacturing, and sales of finished products, they may be more happy and happy. Because the speed of development of upstream factories and the speed of development of terminal sales do not match closely, the “barge lake effect” of the industry is already very obvious.

Although the smart lock industry has been developing in the country for 10 years, this process has been very slow. So far it can be said that it is still in the lead-in period and far from achieving growth. This situation is related to the product attributes of the smart lock itself. It is related to the channel mode and promotion mode of the existing participating companies (including the two parts of the plant and the business). It can be said that the link of the smart lock imported from the manufacturer to the consumer is currently the entire link. The weakest part of the industry chain, this link can not be quickly strong, the industry's development speed will be seriously affected.

Fortunately, more and more manufacturers have already recognized this problem. From the second half of 2016 to today, smart locks have changed the traditional mode of over-reliance on hardware stores and security stores to sell their products. Smart lock retail stores have sprung up across the country. In the traditional building materials channel, almost every building materials market and store can find at least one or more smart lock brand stores. In economically developed cities, almost every city can find one or two more large-scale commercial complexes. , The smart lock brand shop in the supermarket field, I also saw three smart lock franchise shops in the Xicheng Red Square (commercial complex) in Harbin, which is the only one in the country.

(The above three stores are in the same commercial complex)

Although the professional smart lock brand stores have opened a lot, but in the process of visiting the survey, they learned that the survival conditions of such stores are worrying. The main reasons are:

1, weaker vendors, poor brand influence;

2. The product structure is single, unable to meet the diverse needs of customers, and the transaction rate is low;

3, terminal operating capability is poor, thinking behind.

These situations are fatal problems for smart lock brand stores. If they are not addressed, they will have a huge negative impact on the development of the industry. Therefore, the market urgently needs new models to lead the industry in the development of new trends. The model is a professional smart lock business chain!

The professional multi-brand smart lock commercial chain development model can solve the disadvantages of existing single-brand stores in multiple ways. For example:

1. Rich brand and product structure can more satisfy customer needs and increase sales;

2, unified marketing planning, unified communication and promotion, effectively reduce the cost of sales;

3. After the sales volume reaches a certain scale, it can obtain the bargaining power with the upstream manufacturers, reduce the purchase cost and increase the profit margin;

4. Standardize the service system to provide consumers with more reliable shopping protection;

......

The advantages of this model are indeed too numerous to mention. Moreover, this model is no longer a fantasy for the industry. At present, several brands have been created in China to develop smart lock commercial chains. With a certain degree of development, these representatives mainly include Baotou’s “An Shield” and Wuxi’s “Groc”. Both of these brands are focused on their own commercial brands and also operate multi-brand smart lock products. In the regional market, we will first create a direct model shop, and then we will vigorously develop the franchise system.

The professional multi-brand smart lock commercial chain can have three main types of supermarkets, community stores, and building materials market stores. Moreover, the development of Shangchao stores and community stores will become the most important task in the future. Replace the current mainstream building materials market stores, the specific embodiment is not a store, but more in the form of counters, zones to appear.

Around the development of this model, there have also been many disputes. What is the most representative of its core competitiveness and what is it to rely on to attract people to join?

Some people suggested that they still need to have their own core agency brand. Based on this, they can integrate other representative brand products through distribution. Only their own core agency brands can become bigger and stronger, and they can attract more people. Join us.

It was also suggested that commercial chains create a platform that is a comprehensive operating model and profit model. It does not lie in the agency of which brand, but rather it is quite inclusive. Any brand product that complies with the rules of the platform can enter. This platform.

It is very difficult for the two kinds of disputes to have a clear conclusion in the short term. The key is to see who can succeed in his own model. In China, since ancient times, it has been the defeat of the king. Therefore, it is unimportant to determine which model is more important. The most important thing is "do not forget the initial heart and stick to it!"