Smart locks, due to their special product attributes, lead the current major manufacturing companies to building materials companies, and the main distributors are inevitably also dominated by building materials channels, this situation, which hindered the development of the industry This is a good product that should have already entered millions of households. However, it is still only accepted by a small number of people. Why do most other people not accept it? It's not unacceptable, but many people don't know much about smart locks, and some people haven't even heard of smart locks.
The key issue in solving the development of the smart lock industry is not to give full play to all kinds of functions of smart locks as a gimmick to attract consumers, because consumers don’t even know what smart locks are. What is the point of pushing more feature selling points? Smart lock companies and dealers should really make breakthroughs in channel construction. If mainstream companies fail to do this, the growth cycle of smart locks should at least double. So, where is the key point for smart locks to achieve full breakthrough? Xiaobian's point of view is business super channel.
At present, smart locks are operating in the building materials market. The main confounding problem lies in the fact that the passenger flow is scarce and the demand is not clear. According to official figures, China's annual sales of commercial housing are about 10 million units. We can also set 10 million households to be renovated every year. What is the total amount of commercial housing in the country? At least 300 million or more sets. Newly renovated owners do not necessarily need to buy smart locks. Owners without renovations do not necessarily not purchase smart locks. Even if 30% of newly-renovated owners want to buy smart locks, there are only 3 million households, and there is no need for renovation. Even if only 10% of the ratio has a purchase demand for smart locks, it is also 30 million, and the data is comparatively good.
Smart locks must step out of the building materials channel (not to abandon) to reach more target customers, and there may be more transaction opportunities. This is something that all smart lock companies and distributors must do. . From the current point of view, many dealers are making active attempts. The main objects of the trial are divided into two major categories. One is shopping malls and supermarkets based on Wanda and RT-Mart, and the other is Suning and Gome. The main home appliance store. However, in these two channels, Xiao Bian is not very optimistic about the latter. Why?
First, Gome's home appliance stores are actually faced with the same dilemma as the building materials market, that is, there is usually no passenger flow. This is a nationwide phenomenon. Only when large-scale sales promotion is done, will it be more lively, on the one hand, and The building materials market is extremely similar. If the main direction is placed on this channel, it means jumping from one fire pit to another; the second is the deduction system of home appliance stores and the various cost items for smart locks. This retail gross profit rate is not The very high category is a fatal limitation, often the terms of the contract have already limited the space for your profit and development, and no matter how hard you work, it is all for the home appliance stores to work.
Note: Some customers do not listen to advice, and have to go to a local chain of home appliance stores to talk about cooperation, but to talk about it, until the moment the contract was decided to close the contract, in fact is The deduction points of nearly 50 points proposed by the other party were scared back. Even if you do not consider the issue of deduction points, the serious shortage of home appliance stores also led to difficult to buy shopping guides, and new products such as smart locks if there is no referral promotion, then the transaction rate is a kind of result can be imagined. In the past two years, there has been a large-scale collaboration with a nationwide home appliance store. It is estimated that it is now in a dilemma. How to close it will be a practical issue that its operators have to consider.
Compared with home appliance stores, some emerging commercial complexes and large-scale supermarkets that are in a strong position have become the latest choices for some foresighted companies and businesses. The commercial complex mainly includes Wanda, Capitale, and Aeon, which are mainly leased. Etc., while supermarkets mainly include RT-Mart, China Resources Vanguard, etc. These conditions vary according to the regional business landscape. In particular, the way to cooperate with large supermarkets is not to enter the in-house market to include their unified cash register system, but to set up experience terminals on leased premises in the field. As to the reasons for this, the main reason is that setting up experience terminals in the field can avoid deductions. Point restrictions, easy to establish a branded terminal image, more suitable for promotional promotion activities. Such channels, even when e-commerce is popular today, can still ensure its adequate passenger flow. As long as you operate, there is not much risk.
Therefore, it is not so simple for the entrants to settle down until the flowering results. Because the smart lock industry's distributors have a general lack of capacity in terminal retail, even individuals who are optimistic about the super channel will have to do what they can, if they are not doing well. If you are blindly stationed in a fully prepared situation, you will most likely end up with bloodshed or even go home.
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