Although smart phones, smart routers, smart cameras, etc., have all declared that they will become the "entry" of smart homes, a more "entry-level" product is starting to do my part. On May 22, Ding Ding Intelligent and Baidu Security officially launched the smart door lock, which will also be unveiled at the first Asian Consumer Electronics Show (CES) held today, competing with various smart hardware for eyeballs.
"Although many people like to mention the term entrance, I think the smart door lock is the entrance to the smart home, because you have to open the door if you want to enter the door. This entrance has a door opening and closing scene here, and it knows when you are It knows the most accurately when you go home, when you leave home, who is back, and how long you have stayed at home. Therefore, it can use this information to mobilize the linkage of other smart homes, including air conditioners, light bulbs, etc., to make your life more comfortable and make your life more comfortable. Your energy is more economical," Chen Bin, CEO of Ding Ding Intelligent, told reporters.
Of course, as a smart door lock, in addition to being given "smart", the security issue should also be taken to a higher level. As the cloud security service provider with the largest market share, Baidu Security will use its strong network security technology reserves and big data analysis capabilities to help Ding Ding Intelligent strengthen the construction of the network security system and provide technical support for the security protection system.
It is worth mentioning that the founding team of Ding Ding Intelligent, which was established in May last year, is mainly composed of former Baidu employees. CEO Chen Bin once served as the head of smart home at Baidu, and built Baidu Media Cloud from scratch, Xiaodu Intelligent Platforms and products such as hardware. Prior to this, Ding Ding Intelligent has received investment from Lenovo Star and Xianfeng Huaxing.
Is expected to solve the short-term rental market pain points
It is reported that Ding Ding Smart will launch three smart door locks at the Shanghai CES exhibition held today, and officially release one commercial version and two civilian version smart door locks. The commercial version is mainly oriented to the apartment market, providing smart door locks and management systems for apartments; while the civilian version is divided into two types: "Free Edition" and "Love Edition". The former is for landlord users and can unlock passwords through remote password management. The latter is for home users, supports fingerprint unlocking, can realize remote alarm for abnormal door opening, and supports network and power failure alarms.
From the perspective of industry insiders, the current main customer groups of smart door locks are the apartment market and short-term rental market, especially to effectively solve the "pain points" of short-term rental website landlords. At present, there are a large number of short-term rental websites on the market, such as Xiaozhu short-term rental, ant short-term rental, and airbnb. Landlords can rent their idle houses through such websites for short-term rental. However, due to the short lease time of the tenants, the landlord needs to frequently hand over the keys and even change the door locks for safety, which is time-consuming and laborious. With smart door locks, when the lease expires or a dispute occurs, the landlord can remotely change the door lock key through the mobile phone. In this way, the landlord saves the cumbersome process of meeting and handing over the keys when the old tenants check out, new tenants move in, and daily cleaning.
"Now there are about 40 million rental housing units in China. This is the first market and users we want to enter, because they have the highest demand for smart door locks. In the current Internet + era, the management of many apartments requires the Internet. It is necessary to save management costs and match the electronic key with the lease system.†Chen Bin revealed, “We have been cooperating with more than ten long-term and short-term rental apartments in China. The landlord of Xiaozhu Short-term Rental has begun to install it. Airbnb’s The landlord will start the installation next week. There are two modes of cooperation, one is to pay for the short-term rental website, and the other is to buy by the landlord."
Data show that in 2014, China added 100 million new door locks, and the shipment of electronic locks was 5 million. With the rapid growth of the new conceptual housing market such as Internet apartments, the demand for smart door locks in China will reach more than 2 million units in 2015, with an annual growth rate of more than 100%.
Use low-price strategies to reshape the market
Whether it is sold to C-based home users or cooperating with long-term and short-term rental apartments on the B-side, the installation of smart door locks will inevitably face a large number of offline construction, after-sales maintenance, and 7x24 hours of service. For BAT, these offline jobs can be described as dirty and hard work. In Chen Bin's view, this is also one of the reasons why BAT and other big guys can avoid looting.
"The water in the door lock market is very deep, the industry is very bitter, it is very tiring work, because there are subsequent installation, tail protection, 7*24 hours service... In addition, the domestic entrance doors are strange and there is no unified door lock. Standards, door locks require a variety of adaptations, product stability requires a long time of running-in and accumulation, slow volume, long cycle, Internet or traditional home appliances bigwigs have no patience to focus on this field at this point in time. Compared with other smart hardware, the investment of door locks is slow and effective, so they can only choose investment or mergers and acquisitions after they rise in this market. A team with an Internet background like ours is doing smart door locks. I haven't seen it yet. There is no well-known brand for domestic door locks, and the market is still very fragmented. Even if they are all smart door locks, because the market is very large, everyone is not at the point of competition at all," Chen Bin said.
According to Chen Bin, Ding Ding Intelligent has reached a cooperation with the top three domestic Qunsheng Door Industry, through the channel of Qunsheng to install smart door locks. "At present, we focus on the home and apartment market, hoping to directly 2C or B2B2C, we will not do the too traditional 2B business."
"In the past, mechanical locks were a low-profile product. The price of a normal household mechanical lock was 500 yuan to 1,000 yuan. The price of domestically produced electronic locks was 3,000 yuan to 5,000 yuan. The smart lock we launched today is priced at Between 1,000 yuan and 2,000 yuan. This is a market with gaps, and we will use a low-priced, high-performance product to beat the existing players in this market." Gan Tao, head of Ding Ding Intelligent Business, said.
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