Look at the influence of security brands from the perspective of low-cost cameras

The rumors of Haikang and Dahua’s price war, which have been buzzing since May, have continued to be a trend that continues to rise at a high temperature. Although some media have confirmed that Haikang and Dahua’s move is not actually a “price cut,” it is a new product that has been positioned “at a low price” from the very beginning. But even so, the launch of low-cost new products still unavoidably caused a panic in the security industry. There are even industry insiders who worry that this storm will once again cause another major reshuffle within the security industry.

The introduction of low-priced products was originally a way for companies to use them in the construction and expansion of channels. It is not surprising that it is not only aimed at the security industry, but also occurs in every industry. However, why does this move of Hai Kang and Dahua set off an uproar in the entire security industry? The author believes that this should start with the brand's value and influence.

Whether it is a monitoring system, an integrated wiring system, or a building intercom system, there are several brand manufacturers that are influential in each field. These brand manufacturers have a relatively large market share in their respective fields. In the monitoring industry, Haikang and Dahua are among the top brands in China. Here, the author quotes a word from the industry: “Haikang, Dahua sneezes, and the whole industry follows the flu.” Why is there? Such a big influence?

Brand value creates profit

In today's severe homogenization of products, companies want to highlight their products in the industry, and they only proceed from product quality, product packaging and product design. The results are not so ideal. After all, product quality requires a long-lasting battle. It does not allow users to recognize it in one day or two. In addition, any company can propose a new packaging plan based on changes in the market within a short period of time in terms of product packaging and design. , And can quickly apply to new products, so companies will be difficult to rely solely on product packaging and design completely out of homogenization.

In the face of the phenomenon of “similarity, you have me”, the market share should be lost. Where does corporate profit come from?

In order to make it easier for everyone to understand, the author quotes a message here: On June 8, Hikvision, for the first time, replaced ZTE (494.34 billion) with the market capitalization of 50.18 billion to enter the throne of the market value of the information equipment industry. As of June 14, Hikvision's market capitalization has led ZTE's 2.05 billion.

Here, perhaps we can not help but ask: ZTE's product technology content is obviously better than Hikvision, and Hikvision, as some chips are still bought from ZTE, but why Hikvision will achieve such results? It is puzzling.

In fact, apart from having a certain relationship with the decline in the profit of ZTE, the most important factor is the influence of the brand. When it comes to monitoring, people often think of Haikang and Dahua. In addition, when agents choose HaiKang and DaHua's monitoring products, they have expressed that they chose the products of these two brands. , It is not the quality of the product, but more of the brand's reputation. This shows that the brand building of Hai Kang and Dahua is very successful. Only under such a fierce market competition can Hikvision's profits still be affected and rise rapidly, thereby replacing the original position of ZTE.

Combining the above examples, it will naturally be easy for everyone to come back to the questions we raised. We must understand that the value of a brand is inextricably linked to corporate profits. Marketing channels and marketing teams are important, but influential brands can do more with less channel construction and create a considerable profit for the company.

Brand is an umbrella for security companies

Since the development of China's security industry for more than 30 years, it has been a long period of time before it has been able to develop rapidly. At that time, compared to many newly emerging SMEs, it was undoubtedly a huge business opportunity.

However, in this process of rapid development, when the development has reached a certain stage, the industry reshuffle still cannot be avoided. According to investigations, security companies that have closed down due to industry reshuffle are mostly unnamed SMEs. Among these SMEs, a large part is due to lack of attention to brand promotion and value creation, and their corporate and product brands are difficult to The consensus in the market for everyone is that once there is an industry reshuffle, it is inevitable that it will face closure. Those enterprises that can survive the industry reshuffle difficulties and establish a foothold in the security industry, in addition to the relatively large advantage in the capital turnover, the brand's influence can not be ignored.

Brand value, the development of the industry

When it comes to industry reshuffling, you must have taken the lead from Dahua in the past year, and the DVR price war that Hikvision, Hanbang and other companies subsequently joined still has a relatively deep impression. When the DVR's price cuts took off, the entire security industry was greatly affected. In addition to the collapse of a large number of enterprises, a large part of the "survivors" was "greatly injured."

The shadow of the price-reduction storm of the DVR has not completely faded from everyone's hearts. Recently, it has been rumored that the price controversy of Haikang and Dahua’s cameras has caused the panic in the entire security industry.

It can thus be seen that the brand values ​​of Haikang and Dahua have not only been confined to the two companies so simple, but their actions will directly affect the situation of the entire industry and the future development trend.

Conclusion:

The launch of the national “Twelfth Five-Year Plan” has provided enormous opportunities for the security industry. At the same time, it also hides huge hidden dangers. After all, the market development is unpredictable. Enterprises need to take every step carefully and carefully before they can take one step. A child.

The security market in 2013 is indeed a very attractive big cake. For security companies, it is a golden opportunity for brand value development and improvement of influence. While ensuring the quality of products and services, we must increase the brand's propaganda and build brand marketing channels through network promotion, media publicity, and other aspects. Only in this way can we help companies out of the whirlpool of industry homogeneity, enhance brand influence, and strive to achieve the air-conditioning industry. In the "Gree."