Nowadays, almost all newly built residential buildings and security doors for real estate entrance doors say "a key to open a lock". It not only emphasizes the uniqueness between the key and the lock, but also indicates the safety and importance of the lock. . But the attention of the lock in real life is gradually weakened, basically treating it as part of the door. Our understanding of it is largely limited to price.

With many owners who are in the renovation, they often care more about decoration, material selection (floor, tile, paint, etc.), furniture, bathroom hardware, etc. Consumers of door and window hardware generally have no clear concept. Not to mention the "locks" hidden in the door.

Locks purchase only focus on price

I don't know if the law and order is too good now, or the thief is too far away from our lives. It seems that consumers are not aware of the importance of locks for door safety. Most people pay more attention to the appearance of the door and window is beautiful. The price of household locks in the market ranges from tens to hundreds, and the price of the entrance door is generally higher than that of the interior door. Consumers are surprisingly consistent in the choice of locks, with more than 80% of consumers choosing mid-range and low-end products. It’s a door lock, but it’s a small accessory in the door, and the door is solid. Not to mention brand awareness.

Weak brand awareness

At present, the domestic market lock brands are mainly divided into three camps: 1, the traditional lock brand (specializing in the production of locks), 2, door and window hardware brands, 3, foreign brands.

These are very strange to the average consumer, and there are very few who can be named. Not to mention the in-depth understanding. Traditional lock brands have certain advantages in traditional channels, dealers are relatively mature, and door and window hardware brands can rely on the huge product line of doors and windows hardware to drive the sales and influence of the corresponding products. The building of brand awareness is a win-win for consumers and brands. Therefore, from the perspective of consumers, we should learn more about products, and brand owners should increase their efforts to improve brand building.

The product positioning is low-end, and the profit is thin. The manufacturers are naturally reluctant to make great efforts in brand building. And many locksmiths in developed countries have embarked on the road of product matching and serialization. While domestic lock companies have mentioned diversified development, many companies do not believe that the lock industry can make big money, and naturally they are not willing to invest more energy to maintain the status quo. Therefore, we can not only pay attention to immediate interests, but ignore long-term development. It is impossible to win in international competition without having strong strength to formulate rules that are beneficial to ourselves.

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