How can foreign companies keep their markets under the new security situation?

As a very complete foreign company with a very complete product line and deep industry application, under the trend of tight global economy, in the face of increasingly fierce competition in the Chinese security market, how to continue to maintain its own advantages and reposition itself with the Chinese market? In the market strategy layout, how will foreign companies maintain a more prosperous development in the white-hot security market?

The first nine characteristics of foreign brands in general, first, whether in the international or local market, foreign brand awareness, high customer loyalty; Second, relatively strong financial resources can ensure stable business operations, with the support of the entire group and for each The third point is that foreigners pay attention to brand promotion and have invested heavily in marketing. They hope to open up the brand's popularity. Fourth, foreign companies have a long-term accumulation of industry technology. "Aircraft" technology is used as a security product, which is also a distinctive feature of foreign investors. Fifth, foreign companies not only have a complete product line, but also focus on their own system integration capabilities. Sixth, foreign investors have a relatively complete organizational structure and management system. From the confirmation of the function of each department and the cooperation of the whole process, it is a huge team. Seventh, Honeywell entered the Chinese security market in the early 1980s and was one of the earliest batches, but the general foreign investors entered the Chinese market. Time is not necessarily long compared to many local Chinese companies. Understanding of the Chinese market is only one aspect. Therefore, foreign investors are also in the process of continuous growth. Eighth, China is different from foreign markets. In the process of localization, foreign companies will encounter challenges such as employees, products, and localization of production, especially in terms of prices; the last point is that foreign investors Emphasis on corporate public welfare image is also considering what society can do when it is profitable for the company.

The market has huge potential. There is no doubt that a hundred schools of thought contend and a hundred flowers blossom. The potential of the Chinese market is very large, and it is already the second largest security market after the United States. With the intense competition in the market, the new regional market began to grow rapidly. There is a very congested first-tier and second-tier cities, as well as three- and four-tier cities. The market for the entire industry is expanding very quickly. At present, China's security market is at a stage where "hundreds of people contend, hundreds of flowers bloom, eight immortals cross over the sea, and all show supernatural powers." If the development of security in the previous decade is still in its infancy, the current Chinese security market will enter a stage of vigorous growth. Customers are increasingly demanding new products and new technologies, and their demands for product functions are even higher. With a wide range of products and fierce competition, customers are highly sensitive to the price of products, and price strategy is one of the means that must be chosen by every business. Therefore, various types of promotional activities are often seen. In addition, the market segmentation trend is becoming more and more obvious. The industry defines the vertical market more clearly, such as specializing in transportation, banking, safe cities, and residential industries.

In addition, the Chinese security market has paid more and more attention to talents. The security industry in China has accumulated for many years, and training in talents has been particularly remarkable. However, as foreign companies, it has become increasingly difficult to find good people in the Chinese market. Nowadays, many domestic security companies have become increasingly talented and equipped, and the flow of talent has accelerated.

In addition, the security industry is a small company in the first 10 years. As China's security companies grow bigger and bigger, the number of aircraft carriers in China's security industry is also increasing. The business model of the security industry is increasingly diversified. Many security companies are exploring ways to expand their security business, including specialized channel group distribution businesses, large group cooperation businesses, and vertical industry operations. . In the face of China’s market environment, is it not a good “monk” from outside?

Avoiding weaknesses and avoiding weaknesses in the Chinese market How do foreign companies maintain their advantages in the increasingly competitive Chinese security market?

From Honeywell's experience, first of all, foreign companies should make use of long-term technology precipitation and accumulation, focusing on system integration and product integration, and increase the added value of products. Second, while localization, it should be guided by market demand rather than product-oriented, because the characteristics of the Chinese market are still very different from those of foreign countries. Domestic demand for products is updated faster, and manufacturers need to speed up research and development. Quickly lead the market. Thirdly, foreign companies must increase the localization of their products and improve product competitiveness in terms of product design, processing, and services. If products produced abroad are sold domestically, it is very difficult to survive. Vertical markets are not a company to eat. We hope to lock in high-end and high-quality customers by making some high-quality products, and at the same time, break through some of the vertical markets, thereby opening up brand awareness in an industry.

In addition, Honeywell hopes to strengthen the coverage of third- and fourth-tier markets while stabilizing the market for first and second-tier cities. For example, there are many opportunities in areas such as Jiangsu, Zhejiang, Bohai Bay and the Pearl River Delta. There are huge potential markets in the Mainland, such as the northwest and southwest regions. Some of these cities have far greater demand than the coastal areas. Honeywell has begun to deploy in the mainland market, from west to Xinjiang, south to Hainan and north to Heilongjiang has gradually infiltrated its advantages to serve these markets. Finally, the service system, brand building is not an overnight event, in the highly competitive Chinese market, Honeywell (Honeywell) strive to be a good reputation of the century-old shop.

Strengthen the localization of the company Focus on the accumulation of brands and services As an independent foreign-funded enterprise, in order to develop the Chinese market, Honeywell has made many deployments and adjustments to the domestic market in recent years. In terms of local manufacturing, Honeywell's research found that if it takes a year or two to do a project in the United States, it will be greatly shortened in China. Therefore, in order to improve the localization of services, Honeywell The R&D center of Honeywell's Asia Pacific region has moved from Singapore to Shanghai's Zhangjiang Hi-Tech Park, which is the second largest R&D center in the world. It also integrates R&D forces from South Korea, India, and other global laboratories into China and the Asia-Pacific region. Services, play the role of complementary resources. In addition, Honeywell established a security quality control laboratory in Shanghai, which controls the quality of research products through the input and flow of huge equipment. With the increase in the amount of security in the entire security industry, many security companies now have sales of hundreds of millions, so logistics is also facing new challenges. Honeywell considers localized production through localization. Processing and localization of warehousing systems to reduce prices and increase distribution, respond quickly and meet market demands, and strengthen the continuous expansion of sales and channel networks in the Chinese market, such as the expansion of third- and fourth-tier cities and the mainland market, and establishment of new offices. The vertical market Honeywell conducted in-depth research and application of security solutions and technology promotion. There is also an emphasis on after-sales and service, and it is also important for employees to do a good job of training and development.