Security industry has gradually developed from market development to refinement.

    From now on, the security industry still belongs to a fast-growing industry. With the improvement of people's living standards, the stronger the demand for safety, the greater the market demand for products. The characteristics of products in the security industry have begun to transform unconsciously.

    The Change from Sales to Marketing

Security products are the seller's market in the early days, and there are products that can't be sold without worry. The buying behavior of products is mainly sales. With the fierce competition in the market, it also began to change to marketing, that is, market factors play a role in the sales of industrial products. This development direction is the inevitable trend of the industry, and also marks the industry's maturity.

   Many large enterprises in older industries have a large market department. This department has no revenue-generating task. Its main responsibility is to spend money and engage in such work as market research for new product development, industry development research, competitor analysis, brand promotion, etc. Through various ways to grasp the macro industry trends, so as to promote the work of the sales department.

   The essence of product homogenization competition is market competition. Although security industry is a new industry, its system is very large, such as monitoring system, alarm system, entrance guard system, public broadcasting system, etc. Especially in the first three systems, with the increase of market capacity, the sales volume increases rapidly. If the sales strategy is proper, the demand for a single item alone can feed a small enterprise. Therefore, breaking through the homogeneous competition, grasping market information and transforming from sales to marketing are the only way for enterprises to win. At present, there are many exhibitions and promotion meetings for security protection, most of which are done by the sales department. due to the limited experience and energy of the sales staff in market planning and preparation, many meetings are not successful, and most enterprises have not achieved good results after spending money. On the other hand, the sales staff are full-time in the business. This part of the work is planned by the marketing staff and sales assistance is believed to be more effective. The marketing work 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 realize the optimization of resource utilization. At present, some companies have begun to attach importance to market work, but after all, the market department is a department that has only input but no actual output. under the impetuous situation of the security industry, where is the outlet for the market department that does not see benefits in the short term?

    Market Development to Refined Development

With the saturation of the primary market and the increase of the demand of the secondary and tertiary markets, the sales channels of security products have begun to sink, and some Shenzhen manufacturing and distribution companies have begun to expand into the secondary and tertiary markets. Engineering firms have also begun to expand into the secondary and tertiary markets. The crude approach of seizing several major engineering firms has been gradually replaced. Some manufacturers have already started to do business directly with engineering firms. The traditional channel mode, manufacturers-distributors-engineers-users, has begun to gradually change. Even some manufacturers face end users directly. The confusion of channels seems that manufacturers can obtain better profits. The final result is to increase the operating costs, operating risks and management difficulties of manufacturers. Now, it is still very difficult for the industry to achieve fine marketing. Channel chaos is a factor, more important is the overall chaos of the industry and the limited management capacity of enterprises in the industry. After many products have gained a certain popularity, dealers' fleeing goods has become a bottleneck affecting the development of enterprises. At the beginning of the development of many enterprises, in order to speed up the development of enterprises on a large scale as soon as possible, there was no protection policy for the channels, and even the fleeing of goods was encouraged. The final result showed that this was only a short-term behavior. Many enterprises were short-lived, and the most important reason was the unfavorable channel control, which eventually led to the defection of channel members. In the process of industry transformation to scale, fleeing goods is a double-edged sword that affects development. Samsung's good performance is growing at a much higher rate than the average growth rate of the industry, which is inseparable from its management. Advanced management ensures the benefits of the channel, thus ensuring the dealers' confidence in the refined operation of the market. Small companies are profit-oriented, and he does not think that the division of his customer hierarchy has anything to do with the price of products supplied. They focus on profits and can do so as long as there are profits. Large companies should strictly implement the price system and channel policies to ensure market balance.

   Many product manufacturers have lost the support of channels. The most important problem is that the price system is chaotic, which not only gives customers opportunities, but also gives business personnel opportunities. In a word, the future development of the industry must rely on the power of channels to complete refined marketing. System Solutions and Single Supply of Certain Products Can an advantageous new product feed an enterprise? Absolutely. Earlier, when it comes to product scale and product segmentation, in fact, the industry has long been using this method to start production and sales. For example, many enterprises, when advertising, proposed to welcome OEM, hoping that one or two products can be produced on a large scale to enhance their competitive advantage. After all, products have entered the stage of homogeneous competition, and mass production is an effective weapon. At present, foreign enterprises enter the high-end market in high profile in the form of providing system solutions. This form of competition is mainly project-based. However, after all, there are a limited number of large-scale projects around the country. The complexity of the projects and the degree of product integration are relatively high. There are many manufacturers following up the projects. Therefore, the competition is also relatively fierce. Domestic products are difficult to participate in the competition of the entire system with their current strength.

   Although some domestic manufacturers can provide complete solutions for some subsystems at present, for example, some manufacturers provide monitoring system solutions and others provide alarm system solutions. However, large-scale projects generally need to provide solutions for the entire security system (including the integration of alarm, monitoring, access control and other systems). At present, the application of domestic large-scale project system solutions to domestic products is still completed by distributors or large-scale system integrators at the present stage, while the provision of foreign large-scale system solutions is to provide a full range of products by one company after integrating global resources. This makes it more convenient to establish one-stop purchase relationship with Party A, and can reduce the inconvenience caused by Party A's contact with many enterprises. At present, domestic enterprises have a big gap with foreign enterprises in this regard. However, it is often these large projects that are most likely to produce brand effect and profit, which will provide favorable influence on the future development of enterprises. Therefore, domestic security enterprises are still in a weak position in the competition with foreign enterprises. The advantage of providing system solutions is that they can match products and provide customers with one-stop service. The disadvantage is that the product line is rich and large-scale production cannot be realized with a single product. Therefore, the cost is relatively high, not only the production cost, but also the inventory cost and labor cost will be greatly increased. Domestic manufacturers need to integrate other manufacturers' resources and downstream distributors' resources. Completing this integration has extremely high requirements on the enterprise's management ability, sales ability and other comprehensive indicators.

   The integration of system solutions depends on establishing a good strategic partnership with downstream single product suppliers. Single product suppliers have begun to change from suppliers of complete products to suppliers of some key components. For example, DVR products are mainly provided by several boards, while downstream product operators operate brands, thus realizing product scale in the shortest possible time and accelerating enterprise development. From now on, it will take some time for domestic enterprises to truly realize this integration. Of course, the key during this period is the running-in between brand operators and single product providers. Brand operators refer to manufacturers that are marketing-oriented and promote their own brands. They can produce their own products and entrust other enterprises to produce them, such as Nike, etc. In the current competition, whoever realizes the strategic cooperation relationship between the system scheme and the single product scheme earlier will be in an advantageous position in the homogeneous competition.