Recurrence of price wars, perspective security market status quo
Recently, Haikang and Dahua have successively launched low-priced cameras, which once caused the security industry's high attention, and even a certain degree of panic. The price war the industry people are worried about seems to be exposed in the face of anxiety. Last year, the price cuts of Haikang and Dahua DVRs caused many small-scale DVR manufacturers to close down. This year, they also adopted similar measures on cameras, which made small businesses feel the fear of the end of the day. In fact, this alone is not enough to produce a lethal price war. At best, it is a fuse and a cinchifying agent. Since the second half of last year, channel distributors have already issued relevant signals, and some security manufacturers have already lowered their prices and sold them until this year.
China's security industry is a new industry. It started relatively late. Before 2002, the security market was relatively profitable. There were few competitors, and the profit of single items was high. From 2002 to 2007, security companies sprang up like blowouts and competition intensified. In 2006 ushered in the first round of price wars. As a whole, the security industry is still immature and there are many areas to be perfected. The industry association's regulatory power and influence are extremely weak. However, whether it is a price war or a technical warfare, or a channel warfare, it is not suitable in the security industry. Security companies must use modern marketing concepts instead of keeping old product ideas and marketing concepts.
The security industry has experienced two waves of price wars. Many people may say that the security industry has been purifying. It is undeniable that the price warfare has such a function. After the reshuffling of the security industry, it will indeed eliminate those small-scale, low-productivity, poor-quality and poorly-operated enterprises. However, due to the inherent defects in the security industry, the industry has entered the threshold of comprehensive entry. On the low side, there are always potential profiteers who have quietly entered. Only when the average margin of the security industry is around 15% will the entrants significantly decrease. Repeated price wars constantly probe into the bottom line of the profits of security companies, which is detrimental to the sound development of the industry as a whole and it is difficult for companies to develop core technologies and brand management.
Take the branding road, why return!
Brands can be different, culture can be differentiated, channels can be differentiated, and positioning can be differentiated. With the development of society, security products are no longer exclusively for military and police. Unconsciously, it has penetrated into all walks of life. In recent years, due to the market demand, the development momentum of civilian security products has become increasingly strong, and many excellent civil security manufacturers and security products have emerged. The greater emphasis has been placed on the road of branding.
Take the branding road, why return! Over the years, "thinking what the people need, should be the trend of the market" has always been the purpose of the China Security Exhibition. In June 2012, China Security Exhibition Website opened the “Excellent Corporate Brand Miles†event for the second time.
Looking back at the “Excellent Corporate Brand Miles†campaign in 2011, the first stations from Guangzhou Station to Shenzhen Station, from analog to digital, from standard definition to high definition, and from wired to wireless, can be described as truly enabling security “networkingâ€. Talk about it again! Shun Anju, Ubantu, Ya Xunda and other places performed brilliantly to convince the public that it is a rising star in the security industry. After one year of rapid development, Shunanju and Ubantu became one of the strategic partners that China Security Exhibition Network joined the 2012 “Hand in Hand with Enterprises Touring the Country†campaign. The three-dimensional publicity of the real brand made it possible for both parties to win together. future! The road to branding allows us to go further!
Conclusion
The search for differentiated marketing is not feasible in the security industry. Product homogeneity exists in any industry. This is the inevitable result of the market economy. Take the road to branding is the last word! It is believed that the 2012 China Security Exhibition Network “Excellent Corporate Brand Miles†campaign will enable more and more security potential companies to “fly†farther!
Recently, Haikang and Dahua have successively launched low-priced cameras, which once caused the security industry's high attention, and even a certain degree of panic. The price war the industry people are worried about seems to be exposed in the face of anxiety. Last year, the price cuts of Haikang and Dahua DVRs caused many small-scale DVR manufacturers to close down. This year, they also adopted similar measures on cameras, which made small businesses feel the fear of the end of the day. In fact, this alone is not enough to produce a lethal price war. At best, it is a fuse and a cinchifying agent. Since the second half of last year, channel distributors have already issued relevant signals, and some security manufacturers have already lowered their prices and sold them until this year.
China's security industry is a new industry. It started relatively late. Before 2002, the security market was relatively profitable. There were few competitors, and the profit of single items was high. From 2002 to 2007, security companies sprang up like blowouts and competition intensified. In 2006 ushered in the first round of price wars. As a whole, the security industry is still immature and there are many areas to be perfected. The industry association's regulatory power and influence are extremely weak. However, whether it is a price war or a technical warfare, or a channel warfare, it is not suitable in the security industry. Security companies must use modern marketing concepts instead of keeping old product ideas and marketing concepts.
The security industry has experienced two waves of price wars. Many people may say that the security industry has been purifying. It is undeniable that the price warfare has such a function. After the reshuffling of the security industry, it will indeed eliminate those small-scale, low-productivity, poor-quality and poorly-operated enterprises. However, due to the inherent defects in the security industry, the industry has entered the threshold of comprehensive entry. On the low side, there are always potential profiteers who have quietly entered. Only when the average margin of the security industry is around 15% will the entrants significantly decrease. Repeated price wars constantly probe into the bottom line of the profits of security companies, which is detrimental to the sound development of the industry as a whole and it is difficult for companies to develop core technologies and brand management.
Take the branding road, why return!
Brands can be different, culture can be differentiated, channels can be differentiated, and positioning can be differentiated. With the development of society, security products are no longer exclusively for military and police. Unconsciously, it has penetrated into all walks of life. In recent years, due to the market demand, the development momentum of civilian security products has become increasingly strong, and many excellent civil security manufacturers and security products have emerged. The greater emphasis has been placed on the road of branding.
Take the branding road, why return! Over the years, "thinking what the people need, should be the trend of the market" has always been the purpose of the China Security Exhibition. In June 2012, China Security Exhibition Website opened the “Excellent Corporate Brand Miles†event for the second time.
Looking back at the “Excellent Corporate Brand Miles†campaign in 2011, the first stations from Guangzhou Station to Shenzhen Station, from analog to digital, from standard definition to high definition, and from wired to wireless, can be described as truly enabling security “networkingâ€. Talk about it again! Shun Anju, Ubantu, Ya Xunda and other places performed brilliantly to convince the public that it is a rising star in the security industry. After one year of rapid development, Shunanju and Ubantu became one of the strategic partners that China Security Exhibition Network joined the 2012 “Hand in Hand with Enterprises Touring the Country†campaign. The three-dimensional publicity of the real brand made it possible for both parties to win together. future! The road to branding allows us to go further!
Conclusion
The search for differentiated marketing is not feasible in the security industry. Product homogeneity exists in any industry. This is the inevitable result of the market economy. Take the road to branding is the last word! It is believed that the 2012 China Security Exhibition Network “Excellent Corporate Brand Miles†campaign will enable more and more security potential companies to “fly†farther!
Normal Dry Back,Dry Backpack,Dry Back Of Hands,Dry Back Of Tongue
Metal Building MaterialsCo., Lt d , http://www.nbwallpanel.com