In China, there is a saying: “Things gather together and people gather in groups”, and expanding into the category of companies also dictates. In 2012, the security circle is forming.

Security Enterprise Marketing Bottleneck

The lack of marketing costs and means. Assuming there is a marketing fee of 1 million yuan to promote a new product, how do you do it? There must be a lot of people who would say that it would be a good idea to get to know the target customers. I believe that most of the practitioners are the same, but in fact the company did not give us anything to do large-scale advertising, and the bosses often complained that they could not see the results, and even more products were not worth the large-scale advertising , we do not seem to have any "find it big" approach to find customers, and let them unsolicited.

Customers want both fish and bear's paw. Regardless of whether Party A users or channel customers, are seeking the greatest return and strive to reduce costs. On the one hand, the needs of Party A's users are increasingly diversified, and most of the project requirements are undergoing changes from beginning to end. This has brought tremendous challenges to the resources and capabilities of production companies. In terms of channels and access customers, in order to meet the requirements of users, they have to insist on fast delivery from manufacturers, provide off-the-shelf products and more complex customized solutions, and also require different levels and levels of sales support. On the one hand, channel clients hope that manufacturers can conduct transactions in a simple, fast, and low-cost manner. On the other hand, they hope to obtain more sophisticated or high-level solutions and services that are produced by experienced design teams. For most security companies that rely on internet and telemarketing, this will either result in over-investment or a failure to meet customer demand.

Marketing channels and terminal costs are high. Security companies' marketing channels and terminal costs are too high will become a prominent issue that restricts the development of the industry. Promoting industrial supply chain logistics and integrating channel advantages and complementary resources will become important solutions. Imagine how the representative companies such as high-end suppliers, integrators, engineers, design institutes, and even large-scale users of various types of products will integrate a circle through a capital platform. What will happen?

Security circles and reputation

In China, there is a saying: “Things gather together and people gather in groups”, and expanding into the category of companies also dictates. In 2012, the security circle is forming. Let us return to the origin of the matter. Suppose we are in charge of the promotion of a new self-banking access control system. We want to advertise and public relations, but we don't have any or insufficient fees. What should we do at this time? We believe that our first to 100th orders are all bought or recommended by old customers. Therefore, the products and services we provide continue to be satisfactory and impressive, and high-quality products and services directly determine the effectiveness of our promotion. Apple’s 4S listed some time ago has driven a lot of fruit powder into madness, and it feels like it has become a fashionista, as if it were a different night and it spreads among friends and relatives. Apple's manufacturing of scarcity in the circles, the storm of word-of-mouth marketing, the use of circle effects, and the conversion of word-of-mouth to productivity have to be a typical example. For the security industry, it is often desperate to expect the spread of word-of-mouth marketing. We cannot and cannot hold a gun to force a customer to immediately recommend our product to the user, only to influence him and increase the possibility of his recommendation to the user. That being the case, why don't we make a fuss about the supply chain and build a tight circle of suppliers, manufacturers, integrators, channel engineers, and even users with a common goal, and turn single-threaded word-of-mouth marketing into a dynamic one. "Circle movement." The circle of security marketing has gradually become a trend.

The Hurun Rich List, the Golf Club, the Sailing Club, the EMBA Alumni Association, the blogosphere, Weibo Controls, WeChat, An Association, and the Industry Alliance ... all of which are all reminded us of the potential power and value of establishing a circle. Through the capital platform, integrating like-minded advantages, complementary businesses and resources, the “butterfly effect” of “1+1+1>3” will be exerted.

First of all, it is beneficial to develop a flexible multi-channel model to smoothly handle various industry solutions and each type of transaction in a cost-effective manner. Secondly, the complexity of security large-scale projects and high-value transaction contracts is increasing. The alliance is conducive to sharing risks and grading services. Again, the era of providing all products and services to all users from the same sales person, a small team, or even a company is gone; due to industry consolidation, product variety, and user complexity, user needs integration, etc. Companies need to sell more and more products and highly integrated solutions; and a single marketing system can no longer meet the needs of users. Finally, through capital protection and mature electronic platforms, it is possible to create value across the entire supply chain and build multi-stakeholders, large-scale integrators, local engineering companies, and even upstream suppliers and other multi-parties to complement each other; Play scale effects such as designated brand, centralized procurement, cost optimization, capital guarantee, and rapid service; integrate multiple supply chain resources such as operating capital, channel resources, and brand value; and because not all users are experts, the information is asymmetric Resulting in the limitations of the user's choice and herd-purchasing psychology, joint alliances can naturally export monuments, exert fist effects, and achieve business goals.

Circle marketing has a fundamentally different approach from string-marking and black-box operations, and does not disrupt the fair competition principle of the bidding market. It is completely legal and beneficial to the supply and demand sides. The string-standard landmarks refer to the establishment of price alliances based on the utilitarian basis of the parties involved in bidding. In bidding, these price alliances form a "cluster of companies", the purpose of which is to crowd out other bidders, colluded with each other, colluded privately, and reached a unanimous agreement on the bid price of the bidding project project, so that the normal quotation of competitors Loss of competitiveness. Circle marketing is to consolidate advantageous resources within the scope permitted by law, provide users with the best and best services, and achieve a win-win situation. Especially in our security industry, user needs and industrial development trends have given birth to and accelerated this process, and forming alliances is more conducive to the spread of word of mouth.

The development and significance of the circle

Compared with the complexity of business combination, building a security supply chain circle will be simpler and more effective, and more conducive to maximizing profits. However, this does not mean that a few companies and service providers will form a "circle". The enterprises in the circles must be pure, unique, and complementary, and must be formed around a point of appeal, a mechanism of mutual compliance, and a relatively strong bond. It can be said that "choosing a circle" is more important than "operating circles." The establishment of a circle should be based on the same points of appeal, positioning the establishment of a brand circle as a strategy for each company, and the company’s CEO or owner should take care of themselves to ensure that there are sufficient resources to support and will not be abandoned halfway. In the process of construction, we must adhere to the implementation of “government by the people” with our partners, and equal reciprocity (equality and reciprocity does not mean that companies abandon brand influence). In this way, different companies and brand behaviors can be standardized.

Businesses and people, like their strengths and weaknesses, will have their own circle. The size of the circle depends mainly on the target audience and the size of the company. For example, in the large safe city project, the relatively fixed faces are always circling. However, whether the circle is big or small, it can be the driving force for the development of the enterprise. The size of the circle cannot directly determine the strength or weakness. No matter how big the business is, or at what stage of development, it is possible to establish an equal circle and benefit from it. In view of the fact that large-scale enterprises' body size, body fatness, and security companies are mostly the characteristics of small and medium-sized enterprises, the author begins with “small circles” and elaborates his personal views for readers’ reference: SMEs are limited by their own strengths and capabilities. Like some monopolies, they "hupen friends", but they have also formed their own customer base, with three or five core products, which laid the foundation for the establishment of a small circle. We can first sort out the existing cooperation customers according to the established “selection criteria” and establish a certain number of target customers that can establish strategic partnerships. (It is necessary to emphasize that these customers are not agents or special distributors. The cooperation relationship is based on equality. On the basis of reciprocity, these customers can first be engineers, integrators, etc., and then expand the scope when conditions are ripe.

Secondly, establish regular partnerships with these target customers, and conduct key maintenance through price concessions, service levels, financial support, and customer establishment to assist customers in expanding their markets, and target customers for in-depth cooperation through approximately one year of cooperation. Finally, based on the cooperation and vested interests of the previous period, the general customers will not exclude the selection of full-time staff or the factory assigned to the permanent staff to assist it in expanding the market, fast communication, maintaining mutual cooperation, and combing the advantages of integrated resources. At this time, it is possible to set up a large account department or a joint department to coordinate and assist the operation and development of strategic partners. By balancing the profit distribution model and performance-oriented management, the marketing chain can be decentralized and the marketing cost can be reduced. Benefit. The characteristics of the scale of the security industry determine the overlapping and non-monopolization of the circle, which will increase the competition for the intersection of interest among different circles. In the market wrestling process, the most appropriate method should be tailor-made clothing, intensive cultivation, not because the "big" to cast nets around, so as not to fight the basket empty.

Whether a company will use the circle to do branding and marketing or have its own strategic alliance will not only affect intuitive sales, but also affect the future development of the company. From the business point of view, of course, we want to sell products to all users, but from the marketing point of view, we can not meet all customers, only to please some users, and even in order to please some users and offend another part of the user. The establishment of the circle will allow marketing to return to the essence, so that brand marketing in the channel link will be disseminated, from the quantity to the quality transfer. The significance of a circle for the operation of a company or a brand lies in the fact that it is different from general corporate independence or brand popularization. Circles are aimed at a precise target market, with accurate and focused features, and stress on the precise guidance and effectiveness of marketing. Circles enable companies to more accurately find potential customers, make marketing costs more valuable, help lock in and maintain older users and customers, expand market information channels, and speed up response times.

To sum up, successful establishment of a “circle” will make the development of the enterprise more effective and less effective, and the input of the law will not allow the original competitive advantage of the enterprise to be lost. Are we In or Out? Have you ever thought about it?