The development of the security industry is in full swing today. It has attracted many companies that do not wash their hands and wrestle with blood and want to enter the industry. However, the last thing that can be successful is that there are very few waves of sand. Many security brands need to come to the fore and return to the essence of marketing—products, and break through with leading brands. So how do you lead the product?
The homogenization of homogenized shadows is a constant pain in the security industry. Imitation has become a huge shadow in the security industry. When you walk around the security market, you will be surprised to find that many products produced by different manufacturers actually have the same style, but they basically differ in details, and even the security products in the cottage are endless.
What is even worse is that in order to eliminate the homogeneity and formulate a "differentiation" strategy, under the influence of various channels, there has inevitably been a homogenous difference. In marketing, all brands have expressed that they should take the branding line, strengthen the interaction of dealers, and help dealers from the aspects of image store design, terminal advertising, store management, promotion, and after-sales service. However, when we opened the newspaper, we knew that the original marketing strategy of each brand considered itself to be "differentiated" was similar, but the details were different!
Products are homogenous, technologically homogenous, prices are homogenous, channels are homogenous, and the security industry is shrouded in the shadow of homogenous competition. All people of insight understand the cruelty and fierceness of the final outcome of homogenous competition, but what is it about the storm?
Seeking product differentiation and branding face homogenization of various situations. In order to avoid the emergence of the final evil, some insightful people proposed a new concept - "differentiation", "We want to do different products, provide different "The service", but we have just seen that the so-called differentiation is only the difference of homogeneity. How to break through? It is necessary to ask what the company's profit model is. Only by determining "what we have to earn" can we determine "what to make money," and this "what to make money" involves a product positioning. Some people think that an accurate product category is more important than anything else, that is to say, "What can I represent?"
Because it is necessary to shape the psychological understanding of consumers, the core of brand marketing must be clear to tell consumers what I sell! A brand can only become a brand if it can represent something. Just like Axis represents the network monitor, Sony represents the CCD chip.
Of course, it is difficult to differentiate product development, and product design is also difficult to differentiate. At present, many people of insight have mentioned technical innovation and the like, but in fact, the scale of the overall enterprise in the domestic security industry It will not be very big and it will be difficult to invest in major scientific research costs. Therefore, many security companies will inevitably die in the future industry reshuffle.
The last competition in the security industry should not be industry competition but brand competition. In the future, security will enter the brand-wide, industry-wide competition. After five years, the security industry in China will also enter the same brand era as the IT industry. There will be more than a dozen companies. Therefore, domestic security companies must have a sense of crisis, strive to seek differentiation and brand development, in order to achieve long-term development in the fierce market competition.
The homogenization of homogenized shadows is a constant pain in the security industry. Imitation has become a huge shadow in the security industry. When you walk around the security market, you will be surprised to find that many products produced by different manufacturers actually have the same style, but they basically differ in details, and even the security products in the cottage are endless.
What is even worse is that in order to eliminate the homogeneity and formulate a "differentiation" strategy, under the influence of various channels, there has inevitably been a homogenous difference. In marketing, all brands have expressed that they should take the branding line, strengthen the interaction of dealers, and help dealers from the aspects of image store design, terminal advertising, store management, promotion, and after-sales service. However, when we opened the newspaper, we knew that the original marketing strategy of each brand considered itself to be "differentiated" was similar, but the details were different!
Products are homogenous, technologically homogenous, prices are homogenous, channels are homogenous, and the security industry is shrouded in the shadow of homogenous competition. All people of insight understand the cruelty and fierceness of the final outcome of homogenous competition, but what is it about the storm?
Seeking product differentiation and branding face homogenization of various situations. In order to avoid the emergence of the final evil, some insightful people proposed a new concept - "differentiation", "We want to do different products, provide different "The service", but we have just seen that the so-called differentiation is only the difference of homogeneity. How to break through? It is necessary to ask what the company's profit model is. Only by determining "what we have to earn" can we determine "what to make money," and this "what to make money" involves a product positioning. Some people think that an accurate product category is more important than anything else, that is to say, "What can I represent?"
Because it is necessary to shape the psychological understanding of consumers, the core of brand marketing must be clear to tell consumers what I sell! A brand can only become a brand if it can represent something. Just like Axis represents the network monitor, Sony represents the CCD chip.
Of course, it is difficult to differentiate product development, and product design is also difficult to differentiate. At present, many people of insight have mentioned technical innovation and the like, but in fact, the scale of the overall enterprise in the domestic security industry It will not be very big and it will be difficult to invest in major scientific research costs. Therefore, many security companies will inevitably die in the future industry reshuffle.
The last competition in the security industry should not be industry competition but brand competition. In the future, security will enter the brand-wide, industry-wide competition. After five years, the security industry in China will also enter the same brand era as the IT industry. There will be more than a dozen companies. Therefore, domestic security companies must have a sense of crisis, strive to seek differentiation and brand development, in order to achieve long-term development in the fierce market competition.
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