How Security Firms Get Out of the Depression

Security market crisis reappears For many security companies, 2012 is like meeting your own born year. China's "security manufacturing" has fallen into a downturn and dilemma. In the first quarter of this year, the performance was not very optimistic. There were manufacturers who shirk their responsibility to the “market”: On the one hand, the competition was too fierce. On the other hand, many projects failed to start due to the economic crisis and the export business fell more seriously.

On the surface, these reasons do exist, but from the perspective of the products of market makers last year, there are no technical highlights, and the products are the same, and some experts call it “the world is public”. Some industry customers, on the other hand, have no choice but to point out the current flaws in security products. For example, a million HD and intelligent analysis systems do not have a fundamental effect, which means that many functions exist in name only. It can be seen that China's security market is not a small demand, but the current product for technical reasons can not be completely satisfied with the application of the industry, once the technical bottleneck is broken, China's security market will have a great deal. Therefore, in today's environment that is not "simple", security companies should be more aware of "thinking", strengthen technological innovation and management innovation, and enhance manufacturing competitiveness.

Affected by the global financial crisis, the security industry is also facing an unprecedented test; but it also faces numerous opportunities. On the one hand, the “Twelfth Five-Year Plan” pointed out the need to build an adaptive city alarm and monitoring system application system and urban-rural integration department, and increase security construction so that the demand for security products from all parties in society will increase; on the other hand, the security industry It will benefit from the recent large-scale public infrastructure investment projects launched by the country. Safe City projects across the country began to gradually start. All these have boosted the domestic demand for security products. As long as the core advantages of the products are maintained and market development is strengthened, security companies have the opportunity to develop rapidly.

At present, the scale of security companies is generally small. The author believes that the following strategies are adopted to ensure the steady development of the company. First, openly recruit strategic partners to the outside world. In this way, through the cooperation of investment institutions, the expansion of company scale and the improvement of management experience will be strengthened. Second, the industry service standards and standards will be promoted. Third, the customer structure will be adjusted to expand the market for new industry users. Fourth, shape the brand and increase its visibility. Under the "two-wheel drive" of market demand and technological development, the market for high-definition network video surveillance is developing rapidly. Only by following the trend can we take the initiative!

Adhere to independent research and development to take the road of technological innovation Innovation is the soul of the company's growth, innovation is the source of industrial development. To achieve leap-forward development in the security industry, it is also necessary to regard innovation as a strategic approach. In-depth analysis of customer needs, understand the customer's thinking, the real-time transfer of customer needs, into products, through the design and development, the product and market demand closely integrated; to avoid the current market homogenization competition, do change Change, to better improve the market competitiveness of products.

Segmentation of markets, taking precision, special roads, and deepening the individual needs of users in specific areas are catalysts for technological innovation. Only in line with the tenet of “market-oriented and customer-oriented”, aiming at a specific target market, we can deeply understand the real needs of users, conduct product innovation based on demand, and research and develop products that meet the individual needs of users. It is unique in many products and ultimately stands out in the market competition. For security products, innovation is also reflected in the combination of product solutions. A good plan directly affects the quality of the project and its application effect. With the advent of the network age, security product solutions have been applied to various fields such as safe cities, roads, transportation, finance, education, military, industrial, and residential communities. Designing different product solutions based on different application areas is also a manifestation of the core competitiveness of security companies.

At present, one of the reasons for the fierce competition in the security industry is the lack of core technologies, mainly in the low-end, with low added value, lack of brand personality, and homogenization. The transparency of information, the intensification of market competition, the increasing transparency of customer resources and product prices, and the diminishing profitability of channels. This results in two types of characteristics in China's security companies. The first type is lazy, and there is no R&D team at all. The core modules and accessories for security equipment can be purchased directly from the market. The "technology" of such enterprises is mainly reflected in the assembly process. However, it actually has a huge hindrance to the standardized management of the market. Another type of company is very diligent and has a certain level of R&D team. However, their R&D is only reflected in the improvement or secondary development based on foreign core technologies, and most of them are “old dead and no contacts”, resulting in various There is no uniform standard for the product, no hardware, and software compatibility is more difficult.

Therefore, to improve manufacturing competitiveness, security companies must seek technological innovation and breakthroughs, especially in the context of financial crisis. First of all, we must dare to think that we must have our own direction of technological development, be able to fully understand the market needs and future development trends, and form products that have market recognition and our own technical characteristics. For technological innovation, we must be able to work closely with upstream manufacturers, transform cooperation resources into our own technological advantages, and, to a certain extent, cooperate with other manufacturers to jointly promote the development of the industry and create more market opportunities for ourselves. In the past two years, the popularity of high-definition network cameras, first because of the sudden drop in prices, the other is the rapid development of the technology, manufacturers in-depth cooperation and their respective solutions to their respective core links.

The introduction of industry standards to boost resource sharing A few years ago, the industry was applying the ONVIF protocol. Products that support the ONVIF protocol enabled end users, integrators, engineers, and manufacturers to easily obtain more cost-effective and flexible solutions. The compatibility and interoperability between products are also conducive to the collective upgrading of the industry, promote the overall development of the industry, but also provide our customers with more quality products and services.

From June 1 last year, the "National Standard" for video surveillance networking was formally implemented - "Technical Requirements for Information Transmission, Exchange, and Control of Security Guard Video Surveillance Networked Systems." This means that the national video surveillance system finally has a unified network interface protocol, video surveillance cross-regional networking becomes possible, indicating that the construction of the national video surveillance network sharing platform will greatly speed up.

According to the planning and deployment of the Ministry of Public Security, by 2015, it is necessary to realize the scheduling and sharing of video images for public security agencies across the country. The video surveillance “big network” is the improvement of application requirements. The construction of video surveillance for public security agencies has a very important strategic significance. It can effectively solve the problem of “information isolated islands” and greatly increase the overall utilization ratio of monitoring system efficiency and image resources. With the continuous improvement of application requirements and security technologies, video surveillance "big networking" has become an inevitable trend. Therefore, the video surveillance "big network" will not only meet the needs of public security applications, but will also promote the constant innovation and promotion of security industry technology.

Under the video surveillance “big networking” requirements, many simulation monitoring systems built in the past will face a complete transformation and upgrading, and will bring a new round of social security video surveillance system construction boom, smart HD, system platforms and other new security products Technology will be widely used. Therefore, video surveillance "big network" will bring huge business opportunities for the security industry; it will also become another huge engine to promote the development of China's security industry.

Improve product quality Improve service system Although China Security has 30 years of development history, many companies even fake their production licenses, not to mention to do various certifications. Under such circumstances, quality becomes nonsense. "At a crucial moment, the product always has problems." A project manager who is "cheap for cheap" complains. Only products sold are products, otherwise they are waste products. Good quality is the precondition for “sale out”, so Chinese security companies must pay enough attention to the role of quality. For example, controlling the quality of raw materials, strictly controlling the production process, strengthening product testing and inspection, and truly integrating product qualification rates into quality management objectives.

In addition, security companies must also establish a sound service system. Many security products are applied in specific industries related to the people's livelihood, such as transportation, finance, education, etc. Once a product problem occurs, the manufacturer must be able to ensure that the product can receive timely after-sales service.

Adjusting the product structure to achieve scale The production security industry involves a wide range of products. Most of the products involved in the project span a large span of time, and some companies take full responsibility for the profits, from analog to network, from front-end to back-end, from hardware to software... ... The result of this is that the energy of the enterprise is dispersed, the dominant product is not obvious, the production cost is too high, and most of the production equipment is idle under the economic downturn environment. Enterprises should adjust their product structure, manage their own strengths, eliminate weak products, and concentrate their resources on the manufacturing and sales of advantageous products to achieve scale operations. Relevant government departments and industry-related organizations must promote macro-policies to take the road of scientific and technological innovation, and create good social conditions and industrial atmosphere for enterprises to gradually change the current growth mode of the security industry. In fact, there are many details to enhance the security competitiveness of security companies. At this stage, enterprises should integrate their current development status and integrate existing resources. They can neither be blindly pessimistic nor blindly optimistic. They must pay full attention to the potential role of technological innovation and management innovation.

Creating a brand to enhance value Brand building is a vast project. Successfully building a brand requires long-term and substantial investment. These investments include not only product level, service level, but also advertising and various social activities. "Building an independent brand" has become a key factor in the rise of ethnic enterprises. In any industry, the more fierce the competition, the more the company must focus on brand building. Convert product advantages into brand advantages, and use technological innovation and marketing management innovation to promote the further expansion of brand awareness and thus improve the company's profitability model.

In the next few years, China's security industry has a broad market prospect and a huge potential for development. The innovative application of many new technologies such as computer technology, communication technology, and internet of things technology will promote the innovative development of the security industry. The development of the security industry has been developing rapidly in the direction of networking, high-definition, and intelligentization, and has also become the technological direction that has led the development of the entire security industry. HD is the premise, followed by networking and intelligence. HD is a trend in the development of the security monitoring industry, and it is also an inevitable rule for the development of the industry.

Conclusion The potential of the high-definition video market is huge, and it is the development direction of future video surveillance. Security personnel must always maintain the connection with the market, conduct in-depth market investigations, and make independent innovations to meet the upsurge of the high-definition video market.