Third and fourth line city security market development strategy

With economic development, the social and public security of third- and fourth-tier cities is also gradually maturing. The security system requires that the local environment has a suitable network environment, and the quality of personnel must also be coordinated. The security requirements of the tertiary and tertiary markets were due to a series of reasons such as the lack of technology, management concepts, and low labor costs in the early stage. For a long time, they were supplemented by “human defense”-based “technical defense”. However, with the development of technology, people's management concepts have begun to change, and the security market demand has begun to increase. It is also reasonable for security companies to pay attention to the three or four-tier market.

Security companies have targeted and marched into the third- and fourth-tier markets. Although the security prospects of the local-level market are broad, many security companies entering the market still have many shortcomings in product development and market channels. Security companies need to be down-to-earth, targeted, and gradually move out of development difficulties. At present, the affordability and technical strength of third- and fourth-tier cities cannot be compared with that of first-tier cities and second-tier cities, and most of the products of security companies are mainly for high-end markets in large and medium-sized cities. Many products do not meet the actual needs of third- and fourth-tier cities.

Develop security products that meet your needs. Industry experts believe that users in third- and fourth-tier cities are concerned about product cost-effectiveness. The price has become an important factor for users to choose security products. Security companies must understand the needs of users in these cities and develop security products that meet the level of economic and cultural development in the city. For example, Xiamen Di Nike Electronic Technology Co., Ltd. launched low-cost smart home products for government-protected housing last year, which was well received by real estate developers and users. This targeted marketing strategy has brought considerable economic benefits and good social benefits to the company.

Honeywell's "Vivita Series" security products developed for second- and third-tier cities, including Vivita's video surveillance, access control and burglar alarm systems, are well used in the second and third cities. Therefore, if security companies want to break new ground in third and fourth-tier cities, they must adapt to local conditions and formulate products that meet the needs of urban development.

It is also very important to rationalize the marketing channels. Judging from the current situation, the distribution channels of many companies in large and medium-sized cities have been fairly complete, but the channels for the third and fourth-tier markets are still under construction. Direct investment promotion in the third- and fourth-tier markets or the delineation of regions, encourage regional distributors to develop third- and fourth-tier distributors, and become two ways for security companies to expand their channels.

Industry sources pointed out that direct investment, the company's early investment in manpower, material resources, easy to control and build after the channel, the contribution to sales growth will also appear for a long time. Encouraging regional distributors to develop distributors has low costs and rapid sales growth in the previous period. However, it is difficult to control the implementation of the management channels, and it is difficult to deepen the channels, and it is difficult to increase sales later. Therefore, companies should conduct rational distribution of channels based on their own capabilities and local market conditions.

The three-and-four-wire security market has suddenly risen, and a new round of competition has begun. The security companies in which they are located need to produce products that meet the needs of the market according to the actual situation in different regions; accelerate the promotion of the brand, improve the construction of channels as soon as possible, and win the favor of more consumers.

The development of the security surveillance market in Pingxiang Township has lagging behind the development of the security market in the third- and fourth-tier cities, with its undeveloped economy, complicated geographical features, and blank monitoring infrastructure. How to solve the problems in most third- and fourth-tier cities and townships that use low-end security products, poor system application, and low level of security personnel requires security companies to go deep into the market, do accurate research and product development, and strengthen after-sales services.

1. Developing security products that are in close proximity to the needs of the township market Most of the existing security products of the security companies are mainly for middle and high-end markets in large and medium-sized cities. These products are not necessarily applicable to third and fourth-tier cities. Therefore, security companies can use their talents. With its advantages in technology, equipment, and equipment, it has developed new products that are close to consumer needs and usage environments in response to the needs of the third and fourth-tier markets.

2. Concept popularization and propaganda are very important. Relative to the first- and second-tier cities, the economic affordability of third- and fourth-tier cities cannot be compared with that of their environment and their technical knowledge. For third- and fourth-tier cities, The most important requirement before was the price/performance ratio. Brands do not have much decisive effect on the users of this side. Secondly, performance does not necessarily have a decisive role. Most of them just need some affordable products and can meet basic requirements. However, it is relatively not a major consideration for how to correctly use security products to meet their needs correctly, optimize their security systems, and achieve higher benefits. As a result, local brands in the third and fourth tier cities have previously occupied most of their shares in this market.

However, with the development trend of the security market in the third and fourth tier cities, more and more manufacturers have turned their sights to this market and begun to enter the market. Under the influence of subtle influence, the vision of users in this area will slowly open and they will be more willing to accept it. New products and new technologies, rather than just focusing on prices, while the socio-economic development, and the changing orientation of the country's investment direction, also make them have a higher tolerance than before, can focus on the product's cost, is The relationship between brand and performance and price. Third and fourth tier cities began to realize that what brands mean, such as services, many users have clearly felt the different service concepts brought about by different brands, and the responsiveness of services. At the same time, “brand goods” has a longer warranty period and better product scalability. The value behind these brands is gradually being accepted by third- and fourth-tier cities. At the same time, this high value-added product will allow local partners to obtain higher value. The profits make them more motivated.

3. The rational distribution of channel channels is a bridge for products to reach consumers and its importance cannot be ignored. Judging from the current situation, the distribution channels of many companies in large and medium-sized cities have been fairly complete, but the channels for the third and fourth-tier markets are still under construction. In the third and fourth-tier markets, direct investment promotion or delineation of regions, and encouraging regional distributors to develop third- and fourth-tier distributors have become the two most desirable methods for first-line security companies. Direct investment, the company invested more manpower, material resources, but the channel is flat, easy to control and build the future channels, the contribution to sales growth will also appear for a long time. While encouraging regional distributors to develop distributors, the cost is low, and sales in the previous period are growing fast. However, it is difficult to control and enforce the market, and it is difficult for the market to plough deeply, and it is difficult to increase sales later. Therefore, companies can conduct rational distribution of channels according to their actual capabilities and local market conditions.

4, according to local conditions and develop a feature program Third and fourth-tier cities for safe township construction, you need to develop appropriate video surveillance solutions based on local conditions. For example, as a typical representative of the safe city system solution, Gaoxinxin Technology Group Co., Ltd. put forward the strategic policy of “encircling the countryside from the countryside” when it entered the Ping An project in the third and fourth tier cities.