Kiloamp Technology - The Global Provider of Electronic Security Protection
Kiloamp 2018-10-31 470
At the beginning of this century, most security companies have developed smoothly in the Chinese market with their price advantage. In recent years, with the advantages of large security companies in terms of technology, capital, talents, resources, etc., the advantages of some well-known security companies in terms of product cost performance have gradually become prominent. At the same time, the labor costs and marketing costs of the security industry are climbing. The price of products has gradually entered a low-profit area, and most enterprises are still in a disadvantage of small scale, insufficient comprehensive competitiveness, and insufficient investment and financing channels. How to stand out in the fierce competition, it is very important to choose the appropriate marketing model, which will directly affect the sales performance and operational stability of the company, which will also affect the competitiveness and long-term development of the company.
Analysis of current security marketing model
There are many types of traditional security marketing models, including direct business model, general agent business model, direct sales business model, monopoly business model, and composite business model, but various models are based on products, regions, and users. Certain advantages and disadvantages.
At the beginning of reform and opening up, that is, foreign product manufacturers entered the Chinese market early, because they do not have their own offices, they must cooperate with domestic enterprises, establish an agency and distribution system in China, set up a general agent, and the general agent will be responsible for domestic business. Therefore, the early agent distribution model of the security industry was formed. Immediately after the distribution turned into direct sales, domestic product manufacturers do not need to look at the face of the agent distributor, they can occupy the market according to their own marketing strategy.
There is also a channel model, which is the regional channel model. This model was first developed by domestic manufacturers. Domestic manufacturers started early, that is, set up regional branches. This regional channel marketing enables rapid construction of sales sites with local offices or dealers, rapid response, and timely service to users.
Now, with the development of the market, the security marketing model has gradually moved from 4P (Product, Price, Channel, Promotion) to 4C (Customer needs and wants, Cost to the customer, Convenience , Communication) transformation, 4P represents the view of the seller, and 4C represents the point of view from the customer, from the perspective of the customer to provide benefits and value to the customer. Security companies have learned to focus on customers in marketing.
In a highly competitive market, are these marketing models able to lead their products to the world? With the development of the times, this traditional marketing model is not very applicable. Security companies urgently establish new marketing models and open up new sales channels.
Three new marketing models that are indispensable for An Enterprise at any time.
The social development is changing with each passing day. The traditional marketing model of the security industry is obviously unable to meet the current fast-paced era. With the impact of the Internet of Things and the mobile Internet on the security industry and the changes in people's ideas, it is bound to establish a new marketing model. What is the most lacking but most necessary marketing model in the security industry?
1. From selling products to selling services
In the security industry, “service” is not a new concept. Product sales and system integration models also have service content, but focus on product warranty and after-sales support. The focus is on ensuring that products or systems can operate normally. At the current stage, the focus of the service is transferred to the customer, understanding and solving the customer's security needs, so that the customer has real security and peace of mind. This is a transformation of thinking mode, and it is also an inevitable development trend under the influence of industry development, technology renewal, market order and other factors.
Starting from the service, establishing a unified service brand and corporate image, improving user trust; establishing a unified service standard, ensuring service quality through standardized processes; establishing a diversified user communication channel, allowing users to experience the services they enjoy .
The purpose of security services is to provide effective security for users, enterprises and even individuals in the security industry. Through visual means, users can improve the management efficiency of a certain business or improve the comfort level of their personal lives. In fact, from the development trend of the security industry in recent years, the importance of service is gradually becoming prominent, and the rise of the service-oriented marketing model marks the maturity of the security industry.
2. Focus on brand marketing strategy
I believe that viewers who have watched Hunan Satellite TV's "Where is Dad 1", "I am a singer" and other variety shows must know the title brands such as "999 Children's Hairy Spirit" and "Libai Laundry Liquid". At a time when the industry is developing rapidly and competition is fierce, many companies change their minds and use brand marketing to establish their own brand image and let their brands penetrate the hearts of the people.
Dialysis of the current security enterprise brand structure, many security companies attach importance to the brand, but the brand construction is in the initial stage, there are many immature awareness, and the brand effect has not formed a synergy with other factors to help the company out of the current predicament. Some distressed security companies will open source and reduce expenditures, and they are particularly cautious in brand investment, adopting a conservative development model. Whether this way is beneficial to corporate brand building, but also depends on the specific development of the company in the market.
The continuous development of a company's popularity-famousness-user loyalty is the building process of brand-building success. From the popularity of the brand to the reputation of the security enterprise brand building, we can use the new media and offline activities to spread the corporate dynamics, corporate culture and other brand elements with all the platforms and resources that can be utilized to fully build their own popularity and reputation.
3. Leading the development of Internet thinking
Sina Weibo, which has gradually developed in 2010, has reached more than 500 million users. Since January 2011, the micro-credit has exceeded 300 million users in 2 years. With the growth of smartphone users, the trend of mobile internet in the future has become obvious. It is understood that most security companies have opened official meager accounts to push information; and most security leaders are using WeChat for information sharing; some security companies have begun to establish various APPs for information dissemination. Internet thinking has been deeply rooted in the security industry.
Regarding Internet thinking, "Riebus" created Xiaomi is a big myth in the mobile phone industry: it was established in 2008, just 6 years ago, and has been valued at 10 billion in 2013. Xiaomi's success is a typical representative of Internet thinking. First, use the Internet to gather a large number of fans, and then use high-configuration, cost-effective products for publicity, using the Internet sales model, with professional customer service, fan effect aggregation, and created the current Xiaomi.
From the success of Xiaomi, you may wish to classify security companies. The basic element that supports the brand first is the product. The security company wants to own the brand, and the good product is an essential element. Followed by fan culture, Xiaomi has applied Weibo and WeChat to the extreme, and set up a special customer service department to communicate with users and fans in time to let users be respected and satisfied. At the moment when the media is popular, good word of mouth can make security companies have a multiplier effect in brand building.
Conclusion:
In the “2014 Security Industry Development Trends Forum”, the editor of “Security Manager” talked about the four realms of marketing: the first realm is 20 years old, invincible, slashing and killing, just like the rise of the 1990s. The security enterprise; the second sword, like the "God of the Condor Heroes", Yang has encountered the sword left by the master of loneliness, skill, opportunity; the third sword is the epee without front, big and not working. This is the precipitation of internal power. For security companies, the precipitation of all aspects is in place. At this time, no matter what you do, there will be gains in the shots, but problems in methods and techniques. The last realm is that you don't need a sword, and the sword is one. Because the industry takes you as the vane and the products you launch, the products launched in each sector are the direction that guides the development of the industry. Do you expect to be in the realm of swordsmanship?
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