China's Online Smart Lock Sales Surge 73% to CN¥ 13.7B
By Quan Wenjun
4 min read
Executive Summary#
China's online smart lock market reached CN¥ 13.71 billion in 2025, up 73.0% YoY, while volume rose 66.0% to 12.23 million units. A new national cybersecurity standard that took effect in April 2025 raised the industry's quality bar, and AI-powered biometric features encouraged more consumers to buy. Smart locks are moving from niche gadgets to household essentials, and sales are concentrating among brands that build their products around technology[1].
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Market Size and Growth Drivers#
Smart locks had the strongest growth of any category in China's home appliance sector in 2025. The average selling price rose 4.2% year on year, which we believe shows that the growth comes from consumers trading up and not only from heavy discounting.
Monthly data shows clear promotional peaks during the 618 (June) and Double 11 (October-November) shopping festivals, with October 2025 the highest single month at CN¥ 1.99 billion. Sales held up well across the rest of the year, and almost every month in 2025 exceeded the same month of the year before.
Smart lock sales grew 73.0% in 2025, with 618 and Double 11 driving seasonal peaks
Brand Competition: Technology Shapes the Category#
Competition in the category increasingly turns on technology. Specialist lock brands such as Dessmann (德施曼) and Kaadas (凯迪仕) compete at the premium end on AI face recognition and biometric security. Technology ecosystem companies such as Xiaomi (小米) and Huawei (华为) bring smart locks into their wider smart home ecosystems, and Xiaomi's ecosystem pricing appeals to the renters and first-time buyers at the entry level.
Price Segmentation: Entry Tier Is Largest, Premium Gains Share#
The smart lock market has a barbell structure, with sales concentrated at the entry level and the largest share gains at the premium end:
- Entry tier (CN¥ 300-1,500): 49.5% of sales, +0.75pp YoY, supported by renters and first-time buyers who want affordable keyless convenience.
- Mid tier (CN¥ 1,500-2,500): 29.7% of sales, -3.2pp YoY, as family buyers in the mainstream segment either trade down to capable entry products or trade up to premium models with more features.
- Premium tier (CN¥ 2,500+): 20.9% of sales, +2.75pp YoY, where AI face recognition, 3D biometric systems and proactive security features justify higher prices.
We believe this split follows a wider pattern in Chinese appliances, with products that do the job well enough at the bottom of the market, technology-led products at the top and a shrinking share in the middle. The 4.2% rise in average selling price shows premium products gaining ground even with strong entry-tier volumes.
National Standard and Social Media Impact#
A recommended national cybersecurity standard for smart locks took effect in April 2025, setting security requirements, security grades and test methods, according to the State Administration for Market Regulation (China Securities Journal), and it gave the category a strong push. Social media discussion of smart lock security rose to 10,424 mentions in April 2025 alone, as consumers checked whether their existing locks met the new standard.
Anti-theft tops social media security discussion at 42.2% of feature mentions
Security Features and Consumer Priorities#
E-commerce review analysis supports the social media findings, as security accounts for 26.7% of review mentions, followed by durability (18.1%) and convenience (16.6%)[1]. Together, security and durability account for 44.8% of consumer discussion, so nearly half of all review content is about whether the product will protect the home reliably over time.
This focus on reliability has several implications for brands:
- Marketing should lead with evidence of security and durability, ahead of new features
- Warranty length and after-sales service quality weigh heavily in the purchase decision
- AI and biometric features matter most when they are presented as security upgrades
- The new national standard is a credible trust signal that brands should mention in product listings and advertising
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About the Data#
This analysis draws on Moojing Market Intelligence data covering January-December 2025. Moojing Market Intelligence (魔镜洞察) analyses brand and category performance across major Chinese e-commerce platforms. Social media analysis covers major platforms including Weibo, Xiaohongshu (小红书), Douyin (抖音), and Bilibili.
[1] Moojing Market Intelligence. Proprietary e-commerce transaction data covering major Chinese online platforms and an extensive brand set.
This content adheres to Moojing's editorial standards .
Frequently Asked Questions
The market reached CN¥ 13.71 billion in 2025, up 73.0% year on year, with volume up 66.0% to 12.23 million units, the strongest growth of any home appliance category that year. Average selling prices rose 4.2% alongside it, which matters because a market growing this fast on discounting alone would show prices moving the other way. Promotional peaks are pronounced, with October 2025 the single highest month at CN¥ 1.99 billion, but almost every month of the year exceeded its prior-year equivalent, so the baseline moved as well as the peaks.
It raised the security benchmark and gave brands something to market. A recommended national cybersecurity standard for smart locks took effect in April 2025, setting security requirements, security grades and test methods, according to the State Administration for Market Regulation. Consumers responded at once, and social discussion of smart lock security rose to 10,424 mentions in April 2025 as owners checked whether their existing locks met the new benchmark. For a brand, this makes compliance a trust signal worth stating in listings and advertising, where it might otherwise be taken for granted as an engineering detail.
It is splitting into a barbell. The entry tier at CN¥ 300-1,500 holds 49.5% of sales and gained 0.75 percentage points, anchored by renters and first-time buyers who want keyless convenience cheaply. The premium tier above CN¥ 2,500 holds 20.9% and gained 2.75 points, justified by AI face recognition, 3D biometrics and proactive security features. The middle, CN¥ 1,500-2,500, is where ground is being lost, with 29.7% of sales after losing 3.2 points, as buyers either trade down to a capable entry product or up to a differentiated one. The same shape is appearing across Chinese appliance categories, with products that are good enough at the bottom, technology-led products at the top, and the middle squeezed between them.
Reliability comes before novelty. In e-commerce reviews security leads at 26.7% of mentions, followed by durability at 18.1% and convenience at 16.6%, so security and durability together account for 44.8%, close to half of all review content. In social media discussion of security features, anti-theft leads at 42.2% of mentions. Marketing should therefore lead with security and durability proof points and warranty terms, and present AI and biometric features as security upgrades.
