Philips is aggressively entering the field of smart locks, why?

On August 23, Philips, the global leader in electronics, held the opening ceremony of “Conex Kenis (Philips Smart Lock) Intelligent Technology Co., Ltd.” in Shenzhen and officially announced its full entry into the field of smart locks.

After investigation, Shenzhen Kenis Intelligent Technology Co., Ltd. is a new enterprise established on May 11, 2017. Its business scope covers fingerprint and intelligent electronic door locks, fingerprint and intelligent electronic access control system, fingerprint and intelligent electronic attendance, construction. Hardware and so on. From this point on, it is indeed a smart lock business.

From the point of view of the shareholder composition of the inquiry, the biggest shareholder behind this company is a well-known smart lock company in China (who is the one who stays suspense), but unfortunately Philips is not a shareholder of this company. However, it can be seen from the news of the exposure that the "Philips" logo is printed on the prominent part of the office area (see the first picture), and in the press release, "Philips Smart Lock" is also mentioned in many places. Typeface.

According to the report, Kenneth is the only designated smart lock industry partner in the Greater China region. But since Philips is not a shareholder of Kenneth, I have the following three conjectures about the cooperation between the two:

1. Philips authorized Kenneth to use the “Philips” brand in the field of smart locks in Greater China. 2. Conis, as the general agent of Philips Smart Locks in Greater China, fully operates the Philips Smart Lock brand; 3. Conis is the Philips OEM smart Lock.

For Philips, compared to its industrial layout in the field of electronic products and medical systems, the smart lock industry is too small to be directly involved in the development and production of smart locks. It is the best way to find a third-party cooperation; Nice is significant, as a new company can use Philips' visibility and influence in the field of electronic products and medical systems to quickly open the smart lock market.

The above three ways of cooperation are just the author's conjecture. But one thing is certain, that is, China's smart lock industry has been very hot in recent years, and there have been many cases of landing, so Philips does not want to lose the huge cake of China's smart lock market.

From the current point of view, with the influx of various industry giants such as Philips, the smart lock industry has formed three camps:

One is Kaidis, Yale, Keyu, Deschman, Huitailong, Asia Pacific Tianneng, Guli, Dinggu, Yajie Hardware, Haoli, Si Ge, Black Dragon, Manshen, Mingmen, Guli, West Leqi (owned by An Langjie), Probak, Dijier, Haibeisi and other traditional smart lock camps that focus on hardware, locks and smart locks, they are still the backbone of the smart lock industry;

The second is the major home appliances giants such as Philips, Haier, Midea, Panasonic, Skyworth, and Rongshida; the giants in the communications field dominated by Samsung, Huawei, and ZTE; and the major security centers based on Hikvision and Dahua. The cross-border camps of various industry giants, which are mainly engaged in the smart lock industry by choosing to cooperate with mature manufacturers in the industry, their biggest advantage lies in brand awareness;

The third is the Internet and emerging smart lock brand that consists of Yunding, Guojia, Xiaoyan (Deschmann), ola, Sherlock, Techno, Ou Ruibo, Yunyou, Shikang, Romance, and Spotted Cat. Such companies have their own unique advantages in product concept and sales methods through the wind of the Internet, and they are a force that cannot be ignored.

The addition of Philips will further strengthen the cross-border smart lock camp composed of various industry giants. So, what is the purpose of Philips' joining, and what impact will it have on China's smart lock industry?

In my opinion, the purpose of Philips entering the smart lock industry is the same as that of Haier, Midea, Panasonic, Haikang, Dahua and other giants. First of all, China's smart lock penetration rate is low, but in the future there are more than 100 billion market capacity, and the current smart lock field still has no really strong brand, this is the biggest temptation;

Secondly, smart locks have been regarded as the entrance to smart homes in recent years, at least as physical entrances. Therefore, if you want to lay out the smart home field, smart lock is an extremely important part of the whole smart home system, and it is one of the smart items that have the highest frequency of use, the best user's stickiness, and the first landing. It has become a smart home. Standard. Therefore, no one will give up this entrance.

However, it is difficult to say how much influence Philips' entry will have on China's smart lock industry. First of all, China's smart lock market has just started. Whether it is a giant of various industries, a traditional smart lock enterprise, or an emerging Internet brand, they all stand on the same starting line, and all enterprises have the same opportunities.

Secondly, in addition to the "Philips" brand has a greater influence and high visibility, its products have not yet passed the test of the market. Therefore, whether Philips can continue its pursuit of advanced technology and exquisite craftsmanship in other fields, as well as strict control over quality, and gaining success in the field of smart locks as an advantage, is still too early, let us wait and see.