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From the current point of view, the security industry is still a high-growth industry. People's living standards have increased, the demand for security has become stronger, the market demand for products has increased, and the characteristics of security industry products have begun to unconsciously transform. .
The change from sales to marketing Security products are the seller's market in the early days, and there are products that cannot be sold. The purchase of products is mainly based on sales. With fierce market competition, it also began to shift to marketing, that is, factors in the market play a role in the sales of products in the industry. This direction of development is an inevitable trend of the industry, but also marks the industry into a mature period.
Many of the older companies in the industry have a large market department. This department does not have a revenue-generating task. Its responsibilities are mainly to spend money on market research such as new product development, industry development research, analysis of competitors, and brands. Promotion and other work. Through various ways to grasp the dynamics of the industry from the macro perspective, so as to promote the work of the sales department.
The essence of product homogenization competition is market competition. Although the security industry is a new industry, its systems are very large, such as surveillance systems, alarm systems, access control systems, and public address systems. In particular, in the top three systems, as the market capacity increases, the sales volume increases rapidly. If the sales strategy is appropriate, only the demand for a single product can support a small business. Therefore, to break through in the homogenization competition, grasp the market information, and transform from sales to marketing is the only way for the company to win.
Security currently has many exhibitions and promotion meetings. Most of the sales and marketing departments are doing this part of the work. Because sales personnel have limited experience and energy in market planning and preparation, many of them are unsuccessful. Most companies spend money afterwards. Did not get very good results. On the contrary, the sales staff do full-time business, and this part of the work is planned by the market personnel, sales assistance, I believe that the effect will be better. The job of marketing is not only to add a market department. Its essence makes the company's brand promotion step by step, and integrates the company's internal resources to achieve optimal use of resources.
At present, some companies have begun to pay attention to the work of the market, but after all, the market department is a department that only has no actual output. If the security industry is impetuous, what are the short-term market sectors that do not benefit?
The development of market development towards refinement With the saturation of the primary market and the increase in demand in the secondary and tertiary markets, sales channels for security products have begun to sink, and some Shenzhen manufacturing and distribution companies have begun to expand into secondary and tertiary markets. Engineering firms have also started to expand into the secondary and tertiary markets. Gradually, the practice of seizing several large-scale engineering firms has gradually been replaced. A more part of the manufacturers have begun to do business directly with the engineering companies. Traditional channel models, manufacturers-distributors-engineers-users, have begun to gradually change, even some manufacturers directly face the end-user, the chaos of the channel seems to be a manufacturer can get a better profit, and its ultimate result It increases the costs, operating risks, and management difficulties of the manufacturer's operations.
For now, it is difficult for the industry to achieve refined marketing. The chaos of channels is a factor. More importantly, the industry's overall chaos and the industry's ability to manage companies are limited. After many products have gained popularity, distributors have become a bottleneck that affects the development of the company. At the beginning of development, many companies did not have a protection policy for the channel to accelerate the development of the enterprise as early as possible. They even encouraged the sale of goods. The end result showed that this was only a short-term behavior. Many of the companies were short-lived and their main reason was the unfavorable channel control. , eventually leading to channel member defection. In the process of large-scale transformation of the industry, the sale of goods is a double-edged sword that affects development. The reason why Samsung is doing well is growing faster than the average growth rate of the industry. It is inextricably linked with its management. Advanced management ensures the interests of the channel and thus ensures the dealers' confidence in the refined operation of the market.
A small company is profit-oriented. He does not think that his customer-level division has anything to do with product supply prices. They focus on profit, and they can do so as long as they have a profit. Large companies must strictly implement the pricing system and channel policies to ensure market balance. Many product manufacturers lose their channel support. The most important issue is the chaos of the price system, which not only gives customers an opportunity but also gives business people an opportunity. In short, the future development of the industry is bound to rely on the power of the channel to complete refined marketing.
Is it possible to support a product with a system solution and a single product that has a single advantage? Absolutely. As mentioned earlier, the product scale and product segmentation, in fact, the industry has begun to use this method to start production, sales, for example, many companies in advertising, welcome OEM, I hope one or two products can achieve scale Production to enhance their competitive advantage. After all, products enter the homogenous competition stage, and scale production is an effective weapon.
At present, foreign companies are entering the high-end market in a form of providing system solutions. This competition is based on projects. But after all, there are a limited number of large-scale projects around the country. The complexity of projects and the degree of product integration are relatively high. There are more manufacturers following up the projects. Therefore, the competition is fierce. It is difficult for domestic products to compete in the entire system with current strength. Although there are currently some domestic manufacturers can provide complete solutions for some subsystems, for example, some manufacturers provide monitoring system solutions, and some manufacturers provide alarm system solutions. However, large projects generally require solutions that provide the entire security system (including alarm, monitoring, and access control system integration). At present, the application of domestic large-scale project system solutions to domestic products is still integrated by distributors or large-scale systems. Businesses organize several companies to complete, and foreign large-scale system solutions are integrated with global resources and appear as a company providing a full range of products. This makes it easier to establish a one-stop shopping relationship with Party A, which can reduce Party A and The inconvenience caused by the contact of domestic companies, domestic companies currently have a large gap with foreign companies in this regard. However, it is often these major projects that are most likely to have brand effects and profits, which will have a beneficial effect on the future development of the company. Therefore, domestic security companies are still in a weak position in competition with foreign companies.
The advantage of providing system solutions is that they can achieve product matching and can provide customers with one-stop service. The disadvantage is that the product line is rich, and it is not possible to use a single product to achieve large-scale production. Therefore, the relatively high cost, of course, not only the production cost, but also the inventory cost and labor costs will increase significantly. Domestic manufacturers need to integrate the resources of other manufacturers and downstream dealers. Completion of such integration has extremely high requirements for comprehensive indicators in all aspects such as management capabilities and sales capabilities of companies.
The integration of system solutions relies on establishing a good strategic partnership with downstream single-product suppliers. Single-product providers have begun to change from providers of complete products to providers of some key components. For example, DVR products are mainly composed of several Provide board cards, and downstream product operators to operate the brand, so as to achieve product scale in a short time, thus accelerating the development of the company. From the current point of view, it will take some time for domestic companies to really achieve such integration. Of course, the key to this period is the integration of brand operators and single product providers. The brand operator refers to a manufacturer who is marketing-oriented and promotes its own brand. They can produce their own products and can entrust other companies to produce such products as Nike. In the current competition, whoever implements the system plan earlier and provides the strategic cooperation relationship with the single product plan, it will be in a superior position in the homogenous competition.
The asymmetry of information to the symmetry of information With the development of industry media, the information in the industry has gradually become open and transparent. The ultimate result is high price transparency and accelerated the industry to enter the era of meager profits. Now the most common situation in the industry is that a company has just launched a new product. Soon the market will see similar new products, and more end customers will get price information if they don’t know much about the product. The result can only be price competition.
Of course, this information is rapidly and transparently due in part to factors such as the flow of people in the industry, too many small companies, public quotations from small company business personnel, and the development of media in the security industry. Coca-Cola sells for so long that the terminal price has not changed much. On the one hand, because the brand and people have accepted its price system, on the other hand, it is due to factors such as asymmetric information and channel policies, because buyers will not buy products wherever they are. Faced with a vicious price competition, their competition is relatively fair to the distributors - terminal prices are the same. However, in the security industry, some parties may already be familiar with the price of certain products, especially Sony, Panasonic, etc. Many companies are reluctant to promote their products because the price transparency is too high. The profit of the engineering company is too thin, so everyone is not willing to do it. Conversely, Samsung is relatively well-controlled in terms of channel and price, so Samsung has enjoyed rapid growth.
New brand promotion is often faced with such a game problem. On the one hand, product popularity is not high, prices are not transparent and can get very good profits. On the other hand, we do not know the brand, and there will be more concerns when selecting products. It will take manufacturers to enter the market early. It is necessary to strictly formulate a suitable price system. So even if the terminal price is transparent, the profits of the channel can still be guaranteed, thus ensuring the sustainable development of the brand.
Some of the new customers entering the industry can make the manufacturers get a better profit. But the premise is that they can also get better profits. If the price is too transparent, then they can not get a better profit. In short, how to guarantee the dissemination of information flow within the effective scope during the homogenization of products is the basis for guaranteeing the development of the enterprise. Especially when the information dissemination is so rapid at present, enterprises must grasp the flow of information if they want to do well.
How do companies develop when products enter the homogenization period? The competition in the security industry has risen from a tactical level to a strategic level. On the one hand, small companies can obtain a living space because of their low cost. On the other hand, mid-sized companies and large companies face fierce competition. At the same time, some of them will certainly develop, and some of them will be eliminated. Once a large company's capital chain breaks, it will also There is a crisis of survival. In short, product homogeneity requires companies to plan well at the strategic level, but also need to improve their own management.
The change from sales to marketing Security products are the seller's market in the early days, and there are products that cannot be sold. The purchase of products is mainly based on sales. With fierce market competition, it also began to shift to marketing, that is, factors in the market play a role in the sales of products in the industry. This direction of development is an inevitable trend of the industry, but also marks the industry into a mature period.
Many of the older companies in the industry have a large market department. This department does not have a revenue-generating task. Its responsibilities are mainly to spend money on market research such as new product development, industry development research, analysis of competitors, and brands. Promotion and other work. Through various ways to grasp the dynamics of the industry from the macro perspective, so as to promote the work of the sales department.
The essence of product homogenization competition is market competition. Although the security industry is a new industry, its systems are very large, such as surveillance systems, alarm systems, access control systems, and public address systems. In particular, in the top three systems, as the market capacity increases, the sales volume increases rapidly. If the sales strategy is appropriate, only the demand for a single product can support a small business. Therefore, to break through in the homogenization competition, grasp the market information, and transform from sales to marketing is the only way for the company to win.
Security currently has many exhibitions and promotion meetings. Most of the sales and marketing departments are doing this part of the work. Because sales personnel have limited experience and energy in market planning and preparation, many of them are unsuccessful. Most companies spend money afterwards. Did not get very good results. On the contrary, the sales staff do full-time business, and this part of the work is planned by the market personnel, sales assistance, I believe that the effect will be better. The job of marketing is not only to add a market department. Its essence makes the company's brand promotion step by step, and integrates the company's internal resources to achieve optimal use of resources.
At present, some companies have begun to pay attention to the work of the market, but after all, the market department is a department that only has no actual output. If the security industry is impetuous, what are the short-term market sectors that do not benefit?
The development of market development towards refinement With the saturation of the primary market and the increase in demand in the secondary and tertiary markets, sales channels for security products have begun to sink, and some Shenzhen manufacturing and distribution companies have begun to expand into secondary and tertiary markets. Engineering firms have also started to expand into the secondary and tertiary markets. Gradually, the practice of seizing several large-scale engineering firms has gradually been replaced. A more part of the manufacturers have begun to do business directly with the engineering companies. Traditional channel models, manufacturers-distributors-engineers-users, have begun to gradually change, even some manufacturers directly face the end-user, the chaos of the channel seems to be a manufacturer can get a better profit, and its ultimate result It increases the costs, operating risks, and management difficulties of the manufacturer's operations.
For now, it is difficult for the industry to achieve refined marketing. The chaos of channels is a factor. More importantly, the industry's overall chaos and the industry's ability to manage companies are limited. After many products have gained popularity, distributors have become a bottleneck that affects the development of the company. At the beginning of development, many companies did not have a protection policy for the channel to accelerate the development of the enterprise as early as possible. They even encouraged the sale of goods. The end result showed that this was only a short-term behavior. Many of the companies were short-lived and their main reason was the unfavorable channel control. , eventually leading to channel member defection. In the process of large-scale transformation of the industry, the sale of goods is a double-edged sword that affects development. The reason why Samsung is doing well is growing faster than the average growth rate of the industry. It is inextricably linked with its management. Advanced management ensures the interests of the channel and thus ensures the dealers' confidence in the refined operation of the market.
A small company is profit-oriented. He does not think that his customer-level division has anything to do with product supply prices. They focus on profit, and they can do so as long as they have a profit. Large companies must strictly implement the pricing system and channel policies to ensure market balance. Many product manufacturers lose their channel support. The most important issue is the chaos of the price system, which not only gives customers an opportunity but also gives business people an opportunity. In short, the future development of the industry is bound to rely on the power of the channel to complete refined marketing.
Is it possible to support a product with a system solution and a single product that has a single advantage? Absolutely. As mentioned earlier, the product scale and product segmentation, in fact, the industry has begun to use this method to start production, sales, for example, many companies in advertising, welcome OEM, I hope one or two products can achieve scale Production to enhance their competitive advantage. After all, products enter the homogenous competition stage, and scale production is an effective weapon.
At present, foreign companies are entering the high-end market in a form of providing system solutions. This competition is based on projects. But after all, there are a limited number of large-scale projects around the country. The complexity of projects and the degree of product integration are relatively high. There are more manufacturers following up the projects. Therefore, the competition is fierce. It is difficult for domestic products to compete in the entire system with current strength. Although there are currently some domestic manufacturers can provide complete solutions for some subsystems, for example, some manufacturers provide monitoring system solutions, and some manufacturers provide alarm system solutions. However, large projects generally require solutions that provide the entire security system (including alarm, monitoring, and access control system integration). At present, the application of domestic large-scale project system solutions to domestic products is still integrated by distributors or large-scale systems. Businesses organize several companies to complete, and foreign large-scale system solutions are integrated with global resources and appear as a company providing a full range of products. This makes it easier to establish a one-stop shopping relationship with Party A, which can reduce Party A and The inconvenience caused by the contact of domestic companies, domestic companies currently have a large gap with foreign companies in this regard. However, it is often these major projects that are most likely to have brand effects and profits, which will have a beneficial effect on the future development of the company. Therefore, domestic security companies are still in a weak position in competition with foreign companies.
The advantage of providing system solutions is that they can achieve product matching and can provide customers with one-stop service. The disadvantage is that the product line is rich, and it is not possible to use a single product to achieve large-scale production. Therefore, the relatively high cost, of course, not only the production cost, but also the inventory cost and labor costs will increase significantly. Domestic manufacturers need to integrate the resources of other manufacturers and downstream dealers. Completion of such integration has extremely high requirements for comprehensive indicators in all aspects such as management capabilities and sales capabilities of companies.
The integration of system solutions relies on establishing a good strategic partnership with downstream single-product suppliers. Single-product providers have begun to change from providers of complete products to providers of some key components. For example, DVR products are mainly composed of several Provide board cards, and downstream product operators to operate the brand, so as to achieve product scale in a short time, thus accelerating the development of the company. From the current point of view, it will take some time for domestic companies to really achieve such integration. Of course, the key to this period is the integration of brand operators and single product providers. The brand operator refers to a manufacturer who is marketing-oriented and promotes its own brand. They can produce their own products and can entrust other companies to produce such products as Nike. In the current competition, whoever implements the system plan earlier and provides the strategic cooperation relationship with the single product plan, it will be in a superior position in the homogenous competition.
The asymmetry of information to the symmetry of information With the development of industry media, the information in the industry has gradually become open and transparent. The ultimate result is high price transparency and accelerated the industry to enter the era of meager profits. Now the most common situation in the industry is that a company has just launched a new product. Soon the market will see similar new products, and more end customers will get price information if they don’t know much about the product. The result can only be price competition.
Of course, this information is rapidly and transparently due in part to factors such as the flow of people in the industry, too many small companies, public quotations from small company business personnel, and the development of media in the security industry. Coca-Cola sells for so long that the terminal price has not changed much. On the one hand, because the brand and people have accepted its price system, on the other hand, it is due to factors such as asymmetric information and channel policies, because buyers will not buy products wherever they are. Faced with a vicious price competition, their competition is relatively fair to the distributors - terminal prices are the same. However, in the security industry, some parties may already be familiar with the price of certain products, especially Sony, Panasonic, etc. Many companies are reluctant to promote their products because the price transparency is too high. The profit of the engineering company is too thin, so everyone is not willing to do it. Conversely, Samsung is relatively well-controlled in terms of channel and price, so Samsung has enjoyed rapid growth.
New brand promotion is often faced with such a game problem. On the one hand, product popularity is not high, prices are not transparent and can get very good profits. On the other hand, we do not know the brand, and there will be more concerns when selecting products. It will take manufacturers to enter the market early. It is necessary to strictly formulate a suitable price system. So even if the terminal price is transparent, the profits of the channel can still be guaranteed, thus ensuring the sustainable development of the brand.
Some of the new customers entering the industry can make the manufacturers get a better profit. But the premise is that they can also get better profits. If the price is too transparent, then they can not get a better profit. In short, how to guarantee the dissemination of information flow within the effective scope during the homogenization of products is the basis for guaranteeing the development of the enterprise. Especially when the information dissemination is so rapid at present, enterprises must grasp the flow of information if they want to do well.
How do companies develop when products enter the homogenization period? The competition in the security industry has risen from a tactical level to a strategic level. On the one hand, small companies can obtain a living space because of their low cost. On the other hand, mid-sized companies and large companies face fierce competition. At the same time, some of them will certainly develop, and some of them will be eliminated. Once a large company's capital chain breaks, it will also There is a crisis of survival. In short, product homogeneity requires companies to plan well at the strategic level, but also need to improve their own management.
Release date:2012/2/27 14:47:14
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