Low price video camera, market demand or price war?
In recent years, the development of security industry has gradually entered a contradictory situation. On the one hand, the security industry's high profits, good prospects attracted more and more enterprises to join, in addition to the influx of new brands, IT, communications and other giants at home and abroad began to enter the security market. Since the beginning of last year's economic crisis at home and abroad, the competition in the industry at the same time, security companies have been affected by the general downturn in the external economy. In the security industry, "hundred flowers contend" behind, is how to enhance the competitiveness of enterprises to survive competition.
On the other hand, the security industry in the future is still very broad prospects. With the increasing demand for security, there is a huge market for civilian security in the future. With the continuous upgrading of security technology, the development of new projects such as safe city, smart city and Internet of things will bring trillions of high-tech markets to security. In the recently released central budget report of 2011, we can also see that China's defense expenditure last year was 582 billion 900 million yuan, including 103 billion 700 million yuan of public security expenditure.
Such a double contradiction is that the security industry has great potential for development, the market will continue to expand, demand will be more exuberant, but the industry access threshold is low, competition is fierce, and the market order is not standardized. Of course, this is the process of many industry development experience. Survival of the fittest is inevitable in the development of any industry. Don't want to wait, the enterprise must seek a breakthrough method of market competition.
According to my understanding, the market segmentation in the security industry is a very common way to expand sales channels. Market segmentation (marketsegmentation) is the process of dividing the whole market into different consumer groups according to different consumer demands.
Through market segmentation, it is beneficial for enterprises to explore market opportunities and open up new markets. In the security industry, it is very common and common for enterprises to segment the market through the following ways. First, enterprises operate at the same time two or three brands, each brand positioning is different, or by high school low-end market positioning, or by project application and civilian positioning. Different positioning, but also open up non overlapping channels. Two is the product market segmentation, the same brand for different customer base, the introduction of high, medium and low-end products to meet different customer needs.
However, the recent domestic security for the two leading enterprises, Hikvision and Dahua shares, aimed at niche market, the introduction of differentiated camera products, this action, the security industry is divided. Some people believe that Hikvision, Dahua launched low-priced cameras, fear will trigger a price war, causing confusion in the market, and even "self - Waste Kung Fu."". But after the study of market demand, the enterprise and industry entrepreneurs, experts believe that after the interview, the price war concerns and criticism of the leading enterprises in the market segments, there is a one-sided and incomplete.
Market segmentation is not price war
The first half of this year, Hikvision for the low-end customer group launched a new product based on CMOS camera chip, in the subsequent period of time ", Da Hua Hikvision camera price" news spread like wildfire, and caused widespread concern of camera manufacturers, parts manufacturers and even guess whether to place a new round of price war.
It is understood that the low price camera positioning, Dahua launched the economic Haikang products, and the use of the CMOS chip itself has low cost, does not exist that price. Shenzhen Asia Gauss Technology Co., Ltd. responsible person said: "Hikvision, Dahua products like iPhone mobile phones.". In his view, no one does not want iPhone to cut prices. Hikvision and Dahua launched several new low-end products to expand the market and consumer groups, just to meet this market demand."
The analysis also said: "we have learned from the current situation, the launch of the Kang, UOB is only a few in the low-end or can call the camera products with high performance, rather than the camera product prices across the board. Supporting low-end products closer to perfect the product line planning inside, intended to seize part of its brand trust but the price of other brands to customers, namely blocking those low-end products in its market to seize the opponent, rather than attacking the entire industry competitors, and this is essentially different from the traditional price war."