Smart door brand Yunlu has received nearly 100 million yuan in investment, and the traditional entrance door market is ushering in new changes | Shunwei

Recently,Smart door brand \”Yunlu\” announced the completion of two rounds of financing totaling nearly 100 million yuan. Investors includeShunwei Capital, Xiaomi Group, Lucke Technology, Chongqing Tongliang Industrial Fund, Shenzhen Qianhai Renzhi Capital.

\”Yunlu\” stated that the financing amount will be mainly usedProduct research and development, channel expansion, service improvement and brand building.

1. Innovate traditional entrance doors with intelligent technology

The head of Yunlu——Yu Haibo, former co-founder and chief technology officer of Yundingluke,Having more than ten years of experience in home smart security productsWith experience in product R&D and market operations, he has led a team to create smart locks, smart cat eyes, smart water and electricity meters and other products that have shipped tens of millions of units.

In 2020, Yu Haibo saw the smart door market forward-looking. He believes that smart locks and smart cat-eye doorbells have been widely recognized by users in recent years, and their market size has grown rapidly, becoming some of the hottest products among many smart home products, confirming that there is a real demand for intelligence at the doorstep. So when users need to buy an entrance door, it may be a better choice to directly buy a smart door . Domestic entrance doors have an existing sales volume of nearly 30 million units every year, and smart doors account for the proportion of them It will gradually increase and this is undoubtedly a big market.

2022 In 2017, Yu Haibo gathered a core team from the Internet, consumer electronics, smart hardware, and traditional door companies to create the Yunlu brand and officially entered the smart door industry.

\”Smart door products involve many technical directions, such as biometrics, audio and video processing, mechanical structure, mechatronics, safety protection, etc.,Most of our team members are experts in smart door locks, smart cat eyes, and traditional entrance doors. Their technical accumulation and supply chain resources can be well applied to smart door products.Because of these technology and supply chain advantages, we gave up the route of quickly assembling a \’smart door\’ using existing smart door locks and cat\’s eye products, and instead chose the original solution based on the user\’s perception of appearance and functionality. According to the demand, the overall design is carried out from the bottom up. The smart door products produced in this way have more advantages in terms of functional innovation and appearance integration. ”

2. Smart home has become a new choice for decoration users

\”When I go to work at 9 a.m., as soon as the door is closed, the sweeper automatically starts working. The express delivery is delivered to my door. I can leave a message, and then I can receive the message on my mobile phone. It won\’t work when I go to work. Even if you are disturbed by a courier call, you can check on the App what time your child will come home. When you get home from get off work, you can directly scan your face to enter. As soon as the door is opened, the lights will automatically turn on and Xiao Ai will play soothing music. \”Yunlu Smart Door Tmall flagship.\” Ms. Huang, the store’s first user, told reporters, “The last decoration was It was 10 years ago and I had no idea about entrance doors. This time I chose Yunlu Gate for the decoration of my second suite, which really changed my view on entrance doors. Technology changes life, and intelligence brings better convenience and safety experience, greatly improving the quality of life.\”

According to the \”2021 Smart Home Trend Report\”, more than 40% of consumers consider whether improving a sense of security is an important consideration for their ideal smart home. Home security has become the smart home product with the highest demand among users, with demand as high as 92%. Tmall data points out that nearly half of consumers said they would be more inclined to choose smart homes during the renovation preparation stage. Compared with the penetration rate of more than 20% in European and American countries, the penetration rate of China\’s smart home market is currently only 4.9%, with huge room for development. The intelligence at the doorstep is one of the most concerning points for users.

Since July 2022, Yunlu has successively launched four series of new products, with prices ranging from 9999 to 22999 are covered. The \”2022 New Middle Class Home Decoration Trend Insights White Paper\” released by iResearch pointed out that the new middle class refers to those who are mostly between 25 and 40 years old, have a good educational background and a stable living environment, and mainly live in cities above the prefecture level. , people with an annual family income of more than 300,000 yuan.

Yunlu Product Director Andy said that the decoration budget of the new middle class is generally between 20-60 Wan, for this circle, traditional entrance doors are difficult to meet their needs in terms of style and function. In addition, they have wide acceptance of smart locks and smart cat-eye doorbells, and they have high appearance. It is not difficult for them to choose smart doors with intelligent functions, quality and suitable price. Yunlu Smart Door has recently launched a promotional slogan of \”Ideal Home Standard\”, aiming to become a brand for the new middle class.

3. Build a smart door expert brand

The promotion of new technologies and the traction of new demands may cause changes in an industry. According to Yu Haibo, the entrance door industry is facing such changes.“Users’ demand for intelligent doorways will inevitably promote the iterative upgrade of entrance door products. The entrance door industry will surely face the test of product and technological changes. .

At the same time, changes in the industry, in addition to the upgrading and iteration of product technology, are often accompanied by changes in marketing methods. . Smart doors, a product with both building material attributes and intelligent hardware attributes, are neither suitable for pure Internet marketing nor can they be completely based on the logic of building materials, so the marketing methods may also need to be explored and changed. ”

It is reported that Yunlu has now entered mainstream platforms such as Tmall, JD.com, Xiaomi Youpin, and Douyin.By the first quarter of 2023, Yunlu will develop offline dealers in 100 cities and 500 sales outlets, completing the first round of sales outlet layout in first- and second-tier cities across the country. At present, Yunlu has gathered elites in R&D, supply chain, marketing, service and other fields to seize the opportunity of industry changes, build a smart door expert brand, and strive to become a leading player in the industry.