Building intercom channel construction helps brand promotion

After two decades of development, China's building intercom is also playing an important role in the entire security industry and occupies a certain market share. However, with the homogeneity of products and the intensification of market competition, how can building intercom companies improve the competitiveness of their products and allow themselves to stand firm in the security industry? How to survive and develop? Make yourself invincible?

The wind of smart cities is setting off an upsurge in the intercom market for buildings. The “Smart City” is the direction of urban development and it is an important move of national policies. Up to now, the scale of investment in smart city construction in China in the past two years is expected to exceed 1.1 trillion yuan, and the total number of smart city construction has reached 154; and in the “Twelfth Five-Year Plan” or government report, the level of building smart cities has been proposed. There are 41 cities in the above cities, 10 of which are sub-provincial cities. Municipalities such as Beijing, Shanghai and Tianjin have proposed the construction of smart cities. The construction of a “smart city” will certainly drive the development of a large number of related companies, and building intercom companies are among these many beneficiary enterprises.

The “Twelfth Five-Year Plan” proposes to start construction of 36 million sets of affordable housing projects in the next five years, so that the coverage of affordable housing will reach 20%. In this year's government work report, it is stipulated that: “This year, we will start construction of affordable housing and shantytowns to rebuild 10 million housing units and transform 1.5 million dilapidated houses in rural areas. The central government budget plans to allocate 103 billion yuan in subsidies, which is an increase over the previous year. 2.6 billion yuan. Governments at all levels need to raise funds through multiple channels, and increase investment substantially.” The opening of the housing project has given the entire security industry, especially the recently sluggish building intercom industry, tremendous business opportunities.

The affordable housing mainly consists of three parts: price-limit housing, affordable housing, and low-cost housing. Developers conduct development and construction under limited profits. From the perspective of product demand, in addition to the requirements of the code, whether it is purchased by oneself or the integrator of a contractor for centralized purchasing by the project, priority will be given to the ratio of product performance to price. Residents who purchase self-contained accommodation and improve demand are generally based on medium and small-sized units and ordinary commercial houses with medium and low prices. The supporting facilities for these houses are more economical, practical, reliable, and stable. From a product function point of view, the building intercom system from ordinary intercom, to black and white video intercom, color video intercom, currently upgraded to home intelligent terminals, product features tend to be diversified and integrated, the system is also independent The system has evolved into a networked system.

In fact, for ordinary users, some functions of smart home terminal systems are rarely used in daily life. Therefore, the construction of 10 million sets of affordable housing in 2011 will speed up the development of mid-to-low-end intercom products. In the near future or for a long time in the future, the middle and low-end building intercom systems have a promising future.

The structure of building intercom products has evolved to higher grades. From the aspect of product structure, intercom products have been gradually shifted to higher-grade color video intercom products by the black-and-white video intercom who occupy the middle-class consumer mainstay. The use of large-screen indoor extensions There is a gradual upward trend. Non-visual products still have a large market, especially in the selection of small and medium-sized cities and old buildings in the Mainland, which still have huge market potential.

Compared with previous years, the color visual sales in the first half of 2011 have been greatly improved, especially in the Pearl River Delta region. At present, the entire building intercom market advocates energy conservation and environmental protection, and color visibility is superior to black-and-white viewing in many aspects such as energy saving. Based on such factors, color visibility is more welcomed by high-end communities and more developed cities and regions.

In product design, building intercom products have turned from the original single-function security products to home decoration fashion products, simple fashion, ultra-thin, large-screen display, breakthrough in the use of new materials has become a trend. In the past two years, the concept of energy conservation and environmental protection has gradually deepened into enterprises, especially in building intercom, from materials, material processing, and energy conversion, companies have stepped up efforts to strive for excellence.

In addition, in terms of market channels, the center of national urbanization has gradually moved toward the second and third-tier cities, and the market focus has shifted downward. Strong intercom manufacturers have followed suit and built a more complete marketing service system to adapt to the new round. The need for competition.

How the building intercom companies self-sublimation With the rise of smart cities and safe cities, building intercom companies have mushroomed. The fierce market competition will certainly bring about the bad phenomenon in the same industry. Serious homogenization of products is a headache for most intercom companies. So how do you solve these problems? Based on the successful experience of some intercom companies, the author believes that the following points must be achieved:

● Increase investment in R&D of product technology R&D investment is like a fresh blood, constantly injecting into the heart of the company, providing new energy and power for the company.

The world is developing, the society is developing, and the industry is developing. In this way of accelerating development, the replacement of products and technologies is also very rapid. A successful company can never compete with only one technology. As a building intercom company, we must innovate in technology and increase product development efforts. Because no matter which industry it is, R&D investment is of vital importance to a company, and it even determines the fate of the company. In the same way, in our building intercom companies, constantly developing new technologies, improving the functions of various modules of products, and optimizing product performance are critical to the future development of the company, and may even lay an irreplaceable market for its own products.

● Focus on corporate culture Corporate culture is the lifeblood of a company's development. It is not just for building intercom companies. Any company that wants to win a position in market competition and establish its own brand needs corporate culture as a support.

The establishment and promotion of corporate culture is not a matter of overnight, nor can it be accomplished by the company's top management alone, but it requires the joint efforts and persistence of the entire team. The employee's work enthusiasm, work beliefs, and customer service attitudes all directly relate to the image of the product brand in the public psychology. Therefore, from another perspective, corporate culture is related to the image of a corporate brand and the influence of a brand.

Creating a good working atmosphere and paying attention to the promotion and promotion of corporate culture is another important way for companies to increase their brand competitiveness.

● Business volume should be built on the basis of ensuring product quality. Building intercom all the way to the present, due to many factors such as low technical threshold, serious product homogeneity, and national regulation of economic constraints, etc., resulting in the intercom market scouring and washing again and again. In the batch of companies that went bankrupt, one batch followed another. Among the companies that disappeared, a large part was because of the blind pursuit of business volume that completely ignored the quality of products and investment in technology research and development. Both in quality and technology, there is a certain basis. Because of the quality of products, it is the precondition for the protection of business volume.

● Pay attention to channel construction and brand promotion Marketing channels are a link that every enterprise should pay attention to. Product technology is like the heart of human beings, but marketing channels are connected to a single blood vessel that is connected to the heart and veins, lacks these blood vessels, and then they are healthy. The heart will also fail.

At present, building intercom companies pay great attention to the construction of marketing channels, but also have their own marketing methods, such as the development of dealers, distributors, channels, or establish offices throughout the country, open up service points. These are traditional channels, but recently, the development of e-commerce in the security industry has also been favored by many security companies. However, this channel approach is not suitable for the building intercom industry in the end, but the views of people in the industry have not been unified. Some think that it is not suitable for single sale, while the other thinks that e-commerce is a good platform. In fact, for companies, no matter what kind of form, as long as they can find the correct entry point, any channel can be tried.