Security Enterprise's Business Extension: Expanding County-level Distributors

In recent years, with the continuous development of the national economy, the security industry has developed rapidly in China's first-tier and second-tier cities, and more and more enterprises have joined the big family, which has also caused the industry competition to intensify. "Poor, then change, change, pass" is one of the criteria for the sustainable development of enterprises. Security companies want to gain new points of interest growth, and want to gain a foothold in the market and achieve greater development will open up a new world. In this sense, the market for the third and fourth-tier cities has become a key market that security companies are concerned about and have yet to develop.

After "changing the pass," it is also necessary to "recommence for a long time." As a mature enterprise, we must not only stay in the passive battle, but should have long-term planning. Even in today's increasingly tough market, companies can't just “bring in and out of water”. It is like a highly skilled chess player, when he thinks of the game, he will always think of it is not only the next step, but will take the overall situation into consideration and think through it as a whole. It should also be the case for security companies, and he should also open the fog in front of him and gradually realize the planned blueprint. . Therefore, security companies should not only focus on the big city market, they should look to countless counties and townships in China and vigorously develop county-level dealers. With the deepening of the market economy in our country, the integration of urban and rural areas is becoming more and more intensified, and the sales channels of companies are sinking. The county-level market will eventually be pushed to the front of the market economy. Correspondingly, county-level dealers will eventually become one of the protagonists of commercial operations.

In the past, most security companies practiced setting up a general agent in the region, and then the general agents took over the banner of investment to continue to develop the next-level distributors attached to him. Of course, this approach is understandable. When the power of the enterprise is not strong enough and the profit margin of the product is large, adopting such a method can allow the enterprise to concentrate on what they want to do in order to grow quickly. However, at present, with the increase in production costs, the profitability of products is declining. Therefore, it is difficult to reduce the price of a product by using distributors to develop resellers in a similar way to "subcontracting." Without the price advantage of the product, it is difficult to win the market. This also makes the company eventually lose its market competitiveness. This practice is increasingly becoming a bottleneck for the further development of the enterprise in the event of a sluggish market.

So how should companies break through this bottleneck? The author believes that it is a good choice to combine the development of a company's direct-operated stores with the development of dealer stores. Strong security can consider setting up direct sales stores in the city market. This direct sales store is not only a retail and service point but also a publicity station. It should also be a "base area" for expanding the county's rural and county markets. In this way, companies can use these stores to open up the offline market, develop county-level distributors, and so on. In this way, distributors can be directly connected with the factory, thus avoiding the original pyramid-type sales system, realizing flat channels, thereby enhancing the competitiveness of enterprise products and maximizing the interests of enterprises and distributors.

From the perspective of public demand, developing county-level dealers is also a profitable move for security companies. If a company only focuses on the city and only targets the high-end market, it only looks at the people who are rich first, and ignores the most popular people, it will soon lag behind the changes in the market and expand into a larger market. It is the survival path of most security companies.

At present, the security market is in an era of crowds, due to the large number of companies. There are not many first-line brands. At present, many security brands just position themselves as regional brands. And companies want to create a real regional brand, they should do everything possible to sink channels in this region, dig the market.

“If you don’t seek to meet the needs of the world, you will not seek for a moment. If you do not seek a global situation, you will not seek a domain.” Regardless of whether it is a time or a domain, or in terms of the overall situation of the age, developing county-level dealers should become the survival and development of security companies. Road.