The development status and competition pattern of the security door industry, the increase in second-hand housing transactions has changed the industry demand structure

1. my country’s safety door market size

Generalized security doors can be divided into anti-theft doors and fire doors according to their functions. According to their materials, they can be divided into steel doors, copper doors, armored doors, etc. Anti-theft security doors are divided into four levels: A, B, C and D according to their security levels. The grade standard is the highest and the price is the most expensive. The safety lock is the most core accessory, which determines the security level of the door. Big brand safety doors often use technologically advanced safety locks as their selling point. The upstream of the safety door industry chain mainly involves steel manufacturing, hardware processing and other auxiliary materials. Steel is mainly used for the door\’s frame or internal filling, while the hardware accessories used in safety doors include locks, door handles and hinges. The downstream demand of the industrial chain comes from the real estate industry. Generally speaking, the size of the security door market is closely related to the completed area of ​​​​the real estate. Data shows that from 2016 to 2018, as the domestic completed residential area entered a stage of negative growth, the security door market size showed a significant downward trend. The market size is expected to be 36.813 billion yuan in 2020. In 2020, the epidemic affected the construction progress of some real estate projects, resulting in greater pressure on completion and delivery in 2021. It is expected that the growth rate of the completion end of the year will be much higher than that of the commencement end. Products with completion attributes such as doors and locks will directly benefit from the recovery in demand. .

Data source: Compilation of public information

2. Development history of safety doors

The development of security doors is mainly due to the expansion of the domestic commercial housing market. With the development of reform and opening up, some relatively wealthy groups have appeared in the country, and the demand for anti-theft has increased. This has made security door products popular across the country. Kailai promoted the rapid germination and expansion of the industry. The first generation of security doors in the 1980s were mainly iron gate-type anti-theft doors, with screens installed on the doors to prevent mosquitoes. Security door companies at this stage were mainly manufacturers of solid-web steel doors and windows. The anti-theft door products were made of ready-made steel frame systems with railings and Screen windows and locks are formed, and security functions are uneven. After entering the 1990s, fully enclosed safety doors quickly became the mainstream product of safety doors, and a number of large-scale professional safety door manufacturers soon appeared in China. The advantages of scale and specialization of these enterprises have rapidly improved the quality of safety doors. This During this period, the safety door industry showed the characteristics of regional concentration of the industry in Northeast China and Yongkang region of Zhejiang Province. After 2010, with the development of social intelligence and informatization, consumers have also put forward electronic and informatization requirements for safety doors. The application of smart locks has become a new trend in the development of today\’s safety doors and a new opportunity for the development of safety door companies.

Product development history of my country\’s safety door industry

Data source: Compilation of public information

Related report: \”2021-2026 China Security Door Industry Market Supply and Demand Pattern and Investment Planning Suggestions Report\” released by Huajing Industrial Research Institute;

3. Market Development Pattern

At present, enterprises in the security door and lock product industry are characterized by concentrated distribution of production areas. There are many small and medium-sized enterprises, most of which are regional brands. Enterprises above designated size and national There are few strong brands, market competition is fierce, and the industry is fragmented. Major players in the market currently include Wangli Security, Buyang Group, Panpan and Chongqing Maxim’s. Judging from the latest data on the security door brands preferred by real estate developers for engineering projects in 2020, Wangli Security ranks first in the first choice rate, indicating that real estate developers have a high degree of recognition of its brand. However, in general, its market share advantage is not obvious, and the gap between Buyang, Zhejiang Xinyue and other brands is small.

Data source: Compilation of public information

4. Impact of downstream demand on the industry

From the perspective of the downstream real estate market, since the entrance door is an indispensable component of a new residence after it is built, and it is basically a safety door, according to estimates, the number of newly added doors nationwide every year The size of the security door market is around 7 million units. However, since the overall completion area of ​​domestic residential buildings has shown a downward trend since 2016, the new demand for security doors has been shrinking. At the same time, we should also see the current hot second-hand housing market in first- and second-tier cities. 2017 Since the beginning of this year, the proportion of second-hand housing transactions in Beijing, Shanghai, and Shenzhen has exceeded 70%. In the market dominated by existing housing, purchasing second-hand housing for first time purchase or improvement and replacement has become the main method. After purchasing second-hand housing, buyers will consider safety factors and conceptual factors. Considering the replacement of security doors or replacement of lock cylinders has almost become a necessity, which means that the second-hand housing market and the demand for inventory renewal may occupy an important position in the future demand structure.

Data source: National Bureau of Statistics, compiled by Huajing Industrial Research Institute

Due to the country\’s promotion of finely decorated houses, the number of newly opened finely decorated houses is constantly increasing. Safety doors are standard accessories for fine decoration. Under the general trend of fine decoration, it is expected that the proportion of engineering channels in the safety door industry will continue Improve. In the centralized purchasing mode of finely decorated houses, build Due to their advantages in product quality, after-sales service and supply capabilities, material head companies will have more opportunities to enter centralized procurement channels. Safety door brand companies have vigorously developed engineering channels and become suppliers to well-known domestic real estate developers, thereby promoting industry concentration. Showing an increasing trend

Data source: Compiled by Huajing Industrial Research Institute

In the context of the booming smart home market, security companies rely on the focus of security concepts to actively build smart home security systems and quickly occupy a large market share. Among them, security doors As an important carrier of smart home, its usage frequency ranks among the top. 2020 In 2005, smart door locks accounted for 18% of the usage frequency of popular smart home products in my country, ranking second. After entering 2005, my country\’s smart lock industry began to develop. After more than ten years, it has entered a period of rapid growth. Due to its With convenience and a strong sense of technology, the door accessories market continues to develop. A large number of door manufacturers use smart locks to replace traditional mechanical locks and produce smart locks. Security doors. At present, domestic fingerprint recognition technology has gradually matured and is widely used in the security door industry. At present, there are many domestic independent brand fingerprint electronic lock companies, including traditional household brands and new entrepreneurial brands, including young electronic locks. Product brands and smart security doors will be the next important outlet for industry development.

Data source: Compilation of public information

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