The Internet giant is vying to arrange smart homes. Is the big winner behind it a smart lock?

At the end of September, a smart lock called Manshen was launched on Taobao crowdfunding. After 5 minutes, the crowdfunding funds exceeded 1 million, and the 30-day breakthrough exceeded 10 million. Up to now, the figure has reached nearly 15 million. Hosted by Alibaba at the Yunqi Conference in mid-October, this product was unveiled in the Smart Future Forum. Ma Yun said in his speech that "every technological revolution is an important milestone in human progress. This is a huge opportunity for us today. The enormous weapon that human beings possess is the ability of computers to be the cloud." The layout of the future in Ali In the smart home is an important part, in view of its weakness in the hardware manufacturing field, Ali issued a strategic invitation to the smart home manufacturers behind the Manshen smart lock.

Under the tide of smart homes, why are giants optimistic about smart door locks?

In fact, Alibaba is not the only Internet giant that has sent an invitation to Manshen. The news shows that Baidu and Tencent, as well as Jingdong and Xiaomi, have all sent their willingness to cooperate strategically. At the same time, Manshen smart lock products It also attracted the favor of the top five investment companies in China. Under the wave of smart homes, why are Internet giants optimistic about a smart lock? The reason behind this may be combined with the original intention of the layout of the smart home market.

Producing and selling hardware to make profits is obviously not the way for Internet companies to survive. If Zhou Hongyi does not announce that its smart cameras will be free to users, Xiaomi will not enter the smart home market at a near cost. As the beginning of this article, the advantages of the Internet giant are big data and cloud service capabilities. The fundamental motivation for entering the smart home market is to acquire massive amounts of user data with smart home products as the portal, and build their own by providing content and software services to users. Smart home ecosystem. Because it does not have hardware manufacturing capabilities, it is not necessary to form a hardware team, so cooperation with smart home manufacturers has become an inevitable choice.

So, why is the giant aiming at a smart lock? The reason is that the smart door lock is just needed, high frequency, and cannot be easily replaced. The door lock is a rigid requirement, and the safety performance of the door lock is just needed. The intelligent door lock combined with mechanical, electronic and cloud computing just meets the user's safety requirements. Secondly, the door lock has the characteristics of high frequency use, which is enough to ensure The persistence of data acquisition, and the irreplaceability of the door locks also create a higher threshold for competitors. For the Internet giant, who can lead the layout means that the user can be occupied for a long time, and the user behind it data. This account, I believe that BAT is more clear than anyone else.

Since the giant is so optimistic about smart door locks, what kind of user needs should such a smart door lock product solve? What is its core selling point?

Intelligent based on security requirements is the core selling point of smart door locks

Doors are an important barrier to outdoor and home, and its safety is naturally the basic needs of users. But meeting the security needs of users is not just as simple as hardening a door or door lock. In my opinion, the root of people's lack of security lies in losing contact with a certain thing and controlling the relevant state of affairs. Therefore, the intelligentization of the door lock must be based on the basic security requirements, and the intelligent function must also serve the security. The function of the product is to keep the user in contact with the family and maintain control over the family safety.

Before expounding the function of smart locks, we may wish to look at a set of data: According to the authority statistics of the Ministry of Public Security, one family is stolen every 3 minutes in the country, and the total stolen losses are 1.13 billion yuan each year. 80% of thieves pass the door lock. Entering the room, 85% of the stolen families are in the community with the property, and 50% of the thefts occurred during the day when no one was at home. However, more terrible than theft is the vicious case of burglary, murder and so on. From this set of data, we can extract several key points: 1. The door lock is the key to ensure the safety of the door; 2. The high incidence of theft when unattended indicates that the key issue is that the owner cannot control the family situation anytime, anywhere. 3, the owner can not control or control the development of the situation to ensure family safety.

So, can smart door locks solve these pain points? The answer is yes. Take the Manshen smart lock as an example. It uses military-grade encryption chip and mechanical and electronic double protection. The enterprise behind it has been focusing on military-grade intelligent security products for 11 years, which is enough to ensure the safety of the lock cylinder. At the same time, through the mobile phone application or WeChat binding, the 24-hour full control of the door lock usage can be realized. Once someone opens the door, a message is pushed to the user's mobile phone, so that the user can always grasp the family's entry and exit. And when the door lock encounters a foreign object touching the lock cylinder or the door is illegally opened, it will trigger a 90 decibel alarm and immediately notify the owner remotely to take measures at the first time to achieve the purpose of scaring away and even helping the police to seize the criminals.

With such a smart door lock, what should I do if the key is lost? The only choice for a traditional door lock is to change the lock in time. The smart door lock only needs to invalidate the key or fingerprint ID in the mobile phone application. From these functions, it can be concluded that the core selling point of smart door locks is not intelligent, but intelligent based on security requirements. Thereby, the connection between the user and the family is closer, and the control of family safety is realized. When these needs are met by users, smart door locks have no market, and innovative business models based on smart door locks are a concern of Internet giants.

Looking at the future through the lock core, what commercial space is there in the smart door lock?

A smart home company called August in the United States tried to cooperate with a local courier company. Under the premise of obtaining user authorization, the courier can deliver it to the user's home when the user is not at home. Techcrunch believes that the smart door lock series products Will change the way people live in the future. This model is obviously not realistic for domestic users for security and privacy considerations, but it also shows that smart door locks have a huge imagination.

Techcrunch also envisioned a scenario: "In the office, you can now send your forgotten things to the company through the Postmates service, or send someone to 'sneak' the flowers on the table at home to give you Your wife is a surprise. If you can't get away from work because of work, you can even ask someone to help you with your dog without giving the keys to others." These ideas sound really advanced, but can be foreseen if smart door locks After being popularized, there will be unlimited possibilities. Of course, for the Internet giants such as BAT, the most direct gain is to master the user's certain living habits and laws, in order to provide users with more accurate and convenient services.

For example, when you return home from work, the Internet company can push relevant information content or services to users in a timely manner based on the habits of using Internet services. Under the smart home environment, smart door locks can also be interconnected with products such as smart lights and stereos. When you open your door, you can light up the room and send a beautiful music. As long as users like and continue to use these services, there will be unlimited commercial space for the Internet giant, and for the user, the future smart home life has a strong appeal. The only concern is whether Internet companies can guarantee the security of user data.

Of course, at present, consumers' desire for smart home life is obviously greater than worry. A professional survey data shows that more than 70% of users hope to replace the traditional way of opening a door with a mobile phone in the next three to five years. This data is obviously good news for Internet giants and smart home products like the Manshen Smart Lock.

The future business model of the giant, all possibilities are rooted in big data

From the Internet to the mobile Internet, to the Internet of Things era, the value of big data and cloud services is gradually emerging, which is why BAT is competing in the cloud market. In the future, the business model and profit space of Internet companies must be rooted in big data, and the form of data acquisition will inevitably be realized by smart home products such as smart door locks. Users are not only users of smart home products, but also producers of home data and even Internet content. Taking smart cameras as an example, its popularity has provided Internet companies with a steady stream of video content, and this content has also brought huge profit margins to the latter.

In the short term, whether it is BAT or 360 and Xiaomi, the starting point for the early deployment of the smart home market is to enable its own resources and service advantages to continue in the Internet of Things era to ensure the continuity of previously validated business models. In the long run, there are new business models in the massive family data. However, no matter how the future business model changes, the Internet giant has nothing to do with three things: First, use smart devices to open up market users. Second, the user service data is obtained by the cloud service, and the third is to retain the user based on the data perfection and optimization service. For Internet companies, users mean everything.

Smart home is indeed the next billion-dollar market, which is a huge opportunity for the Internet giant and a golden age for smart home manufacturers like Manshen. From them, they can vaguely see the prototype of the commercial ecology of the smart home market in the future.

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