Break through the laws of the brand and create an orderly competitive environment for the security market

When you came to Beijing's largest distribution center for surveillance products a year ago, when you came to the counter and asked the owner about the price of a DVR DVR, the boss would recommend the famous brand in the security industry again and say to him: “No problem with quality. , The price is not expensive, you choose it! "At this time if you want to bargain sophisticated asked:" There are cheaper?" The boss's answer is estimated to make many people disappointed, a year passed but also clear I remember the boss said at the time: "The cheaper late quality is difficult to guarantee, and the price is cheaper than where to go, it is not much cheaper than the big brand products, big brand things you at least buy a rest assured right?" As an ordinary consumer You, naturally, will be convinced by the boss to give up cheap, unnamed brands and pick up products that are guaranteed by the big brands.

The whole year passed, recalling the war without smoke in the security industry in the spring of 2011. The final victory was a minority. Leading companies entered the stage of low profits and high competition, and therefore they seized the market share of low-end products. The results of re-expanding their own market territory are very impressive. At that time, the second and third tier brands appeared to be calm and calm, facing the adverse effects of price wars on their own development, and bravely facing a vast new world to open up new markets of their own to avoid front-line brand fights. SMEs have undoubtedly become the most injured group in this battle. The obscure workshop factory was not only lost in the core product, but also in the low-end products, but not in the brand name.

Second-tier cities in the development of security industry is full of disorderly competition Security industry in March and April each year local exhibitions will be opened one after another, in the second-tier cities in the country show, you will hear the most is about the big brands due to factors such as price is difficult to access As the market grows, small and medium-sized brands occupy a considerable part of the market due to price, local advantages, etc. However, there are still many problems with the quality of their products and after-sales services. As engineering companies who often deal with manufacturers and owners, they are also complaining: Can big brands be cheaper? Can small and medium-sized brands do better in terms of product quality and service? The impact of this situation is not only so, it will gradually form a vicious cycle: the big brands have been “defeating” from the second-tier cities due to competition with small and medium-sized brands, while small and medium-sized brands are busy with the price war, although they have occupied market share. But in reality, their profits are limited. Because the service and quality cannot keep up, it is equivalent to overdrawing the future market. Such a situation is now very common in the security market of second-tier cities.

As the saying goes, "You can't have both fish and bear's paw". If you want cheap and good quality services, companies must pay attention to product quality, promotion, and other aspects. The costs involved are not small, and they must be cheap. Winning market share, this can be too difficult! Similarly, small and medium-sized brands also have the contradiction between price and quality. In fact, companies understand that big brands cannot afford to respect the second-line security market. Small and medium-sized brands should not blindly rely on price wars to win their lives. Both are undesirable. We expect all parties to work hard to promote healthy competition in the security industry. Only a good market competition environment can enable the industry to maintain good and rapid development.

Out of vicious competition, orderly and competitive environment, security company adjustment strategy, big brands take the lead in combat: In the fierce competition of the brand, big security companies should take the lead in combat, rely on their own brand, service and other advantages to set a good example for small and medium-sized brands , supplemented by some preferential prices to enhance the competitive strength, so as to guide the entire market to form a more competitive environment than the brand, than technology, than services. The small and medium-sized brands must also improve the quality of their products, strengthen services, and strive to do a good job of their own brand building, to get out of the vicious competition to fight price wars.

Orderly market competition must be inseparable from the strong support of the government authorities. Relevant departments need to put more effort into creating an orderly competitive environment for security companies in second-tier cities and give them some effective support. With their strong backing, they can effectively promote the orderly development of the security market.

It is also very important for the media to actively promote the correct guidance of media responsibilities. Proper and positive media publicity can promote the sound development of the entire security industry. The media needs to pay more attention to the need to nurture growing brands, so that each company can develop in a fair and just competition, establish an orderly competitive environment, and work together in all aspects.

One year later today to make your home safer. Once you walk into the electronics market again and you see a wide variety of surveillance cameras on the counter that are in doubt, if someone enthusiastically tells you: "This product is a reliable brand, and the price/performance ratio is also suitable for general household use." It is hard to recommend such a thoughtful recommendation that you want to refuse. As an ordinary consumer, you are not only willing to trust a reliable brand, but also want to buy a product that is suitable for your own use.