The next revolution in the development of smart lock terminal retail channels

In 2017, the major actions of the smart lock industry followed one another. First, some manufacturers set off a spokesperson's fever, and some manufacturers began to try to put advertisements in CCTV (although these actions are far more significant than their actual meaning); At the Yongkang Fair in the month, the price of various kinds of smart locks and strange cabbages caused an uproar in the industry. However, it is indisputable fact that at least hundreds of enterprises have exhibited smart locks at the Expo, and the hot spot of the investment scene It is also unprecedented. In the absence of many big brands, this is definitely a landmark data.

At present, there are already thousands of companies in the country that have joined the smart lock industry in various forms. The number of brands that can be seen in the market is also increasing. However, the maturity of the industry is still very low, except that Samsung is in the e-commerce business. In terms of engineering, Yale can also show certain advantages. Other brands that can hardly be regarded as strong are even brands that can be regarded as brands. Some brands that claim to be the boss of the domestic retail market last year only worked in retail channels. With tens of thousands of tens of thousands, it has not formed its own advantages; at the dealer level, it is even more so. There is no strong brand promotion, no high-level terminal marketing planning, no good after-sales service guarantee, and the entire market is seriously in a state of chaos.

But the more so, the more obvious the industry's changes are coming. We can look at the history of GOME, Suning, and Redstar, and the brand's development history is very similar to that of today's smart lock industry. , combined with the survival of a single smart lock brand store in today's business environment is very difficult, so I can assert that a new type of smart lock business model will be born in the near future, and will rapidly develop, thus becoming a smart lock The mainstream mode of the terminal channel.

The success of the new business model lies in the ability to directly stamp the pain point of the market

The success of any business model will lie in whether it can accurately grasp the pain points of the market, and the pain points of the smart lock market can be analyzed from the perspective of manufacturers, distributors, and consumers.

For manufacturers: high brand construction costs, high channel development, management, and maintenance costs; dealer loyalty is not high;

For dealers: manufacturers have high tasks, little support, poor service, and threats to replace customers at every turn; low product profits, poor sales, high branding costs, and often do wedding dresses for others;

For the consumers, the information between the manufacturers is not equal, and it is not known what the brand's products are. Buying products is a bit like mines. The price is high, service is poor, and after-sales service is not effectively guaranteed.

The above objective objectively reflects the current embarrassing situation in the smart lock market. Weak manufacturers, weak distributors, no wonder that consumers accept the poor, the market urgently needs leaders to lead the industry change; therefore, to solve these pain points, Let the pain points become itch points and then turn into excitement. This is the key to whether the new business model of smart locks can gain the foundation for market development.

Based on this situation, we can conceive a professional smart lock sales terminal form that can fully integrate channel resources and unite a large number of sales terminals opened by distributors into a national commercial chain, especially to attract a The backbone forces became partners, allowing everyone to really work for themselves so that they could no longer be bullied by manufacturers or even compete with manufacturers and gain control of their voice. Upstream upstream commercial chain institutions can achieve unified pooling and acquisition, obtaining ultra-conventional price advantages and after-sales service guarantees, and can unify their image and training in the downstream, and concentrate their advertising resources on unified dissemination and promotion, implement nationwide promotional linkages, and To provide customers with a unified comprehensive after-sales service guarantee, and ultimately the formation of a nationwide smart lock chain business brand.

New Business Model Business Logic

In order for the new business model to develop, it must be in line with business logic, which means that it has its own model of survival, development and growth.

Traditional commercial chain brands, in general, are nothing but profitable through two methods. One is to collect franchise fees and management fees from the franchisees, and the other is to profit from selling products to franchisees or consumers.

The survival and development of the new business model of smart locks cannot be separated from the above two methods of obtaining.

Initial fee or management fee: In addition to the initial phase of free initial stage to attract a group of terminal to join the initiative, still need to charge a certain amount of initial fee to support the operation of the system development, mainly used for management costs, promotion costs, sales service costs In this case, it is necessary to uniformly export terminal images, communication and promotion, training and other services to the franchisees.

Selling products to franchisees: The products introduced in the new business model can be integrated models that are led by multiple smart lock brands and other smart home products. The unified collection products may include but are not limited to brand manufacturers. Negotiated single product supply or underwriting buyout products.

Selling products to consumers: In addition to the offline retail, the e-commerce business is a plate that must be developed, but it is necessary to put the interests of franchisees first. The first is not to sell at low prices, not to generate offline sales. Vicious competition, and second, where there are franchisees, must distribute major profits to franchisees, while franchisees are responsible for service work.

With the establishment of the above business logic, the introduction of a new business model will also come to fruition.

The way to launch a new business model

Nowadays, a very popular term is "crowdfunding." With the introduction of new business models, given the basic conditions and development models available, it is most appropriate to adopt crowdfunding methods. In addition to the crowdfunding shareholders and important sponsors who participate in corporate governance, the remaining shareholders must be committed to a certain number of stores while participating.

In another case, there is capital to enter the field to initiate it directly. Despite strong financial resources, large capital may not be more useful for the smart lock industry, which is not very standardized.

This kind of smart lock's new business model is expected to be born and developed rapidly in China within the next one to two years. It will become the backbone of the smart lock retail industry in the next three years or so. Let us wait and see!

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