How does building-to-business marketing break through ice in the financial crisis?

Building intercom industry has entered China since the early 1990s and has experienced nearly 20 years of development. The development of building intercom industry is closely related to the real estate industry. From 1998 to 2007, China’s real estate market experienced rapid development for 10 years. Under the drive of housing system reform, rapid economic growth, and the corresponding multiple demographic benefits, the annual sales of residential housing have increased by 10 times. With the rapid development of the housing industry, the security of the residential area is booming, and the building intercom industry has also shown an explosive growth. The products “fly into the homes of ordinary people” are widely recognized and used by ordinary residents. In 2008, the subprime mortgage crisis that originated in the United States evolved and expanded into a global financial crisis. The Chinese property market faced a cold winter, which made it difficult for companies in the upper reaches of the property market to survive. The financial crisis was rooted in the impact of the real estate bubble. The real estate bubble in Europe and the United States is now bursting. In this environment, the building intercom industry, which is closely linked with the real estate industry, has become the focus of attention.

The development status of building intercoms First, from a product perspective, the building intercom market in China is undergoing a process of converting from analog to digital and from bus to TCP/IP. In the existing residential residential building intercom projects, the building intercom products currently being used are still mostly in the form of traditional bus lines. They use analog signals to transmit signals, audio, video, etc. In the first-tier cities, many users think that the TCP/IP-to-unit (traditional bus system within the unit) approach is the most cost-effective and best suited to the current market demand, and this transmission method has been applied in individual cities. In addition, a small number of high-end users have adopted the TCP/IP direct-to-user networking method, namely the smart home system, to realize intelligent home space. In general, the digital intercom system has entered the substantive application stage. The TCP/IP technology has been widely accepted among users. Various manufacturers have promoted the digital intercom system as a new business growth point, and many real estate developers have also The digital intercom system is highlighted as a selling point for real estate.

Second, the fierce market competition, the profitability of building intercom products is getting smaller and smaller, making smaller companies face difficulties in their survival. As Party A’s related weak electricity operation departments are becoming more and more specialized, their price control is already in place, so that the profits of the project suppliers will inevitably be reduced. In turn, the contractors will meet their own interests by squeezing product suppliers. demand. At the same time, as low-end manufacturers continue to intervene in this industry, low-cost and vicious competition occurs from time to time, further exacerbating the previously fiercely competitive environment, coupled with rising raw materials, production costs, and management costs, resulting in more and more profit margins for products. small. In addition, building intercom products have gradually been transformed from semi-professional industries into industries with strong professional characteristics. They have begun to gradually extend to the civilian sector. Once the products reach the civilian market, prices will become more transparent. In this environment, product suppliers can only continuously improve the added value of products and customer satisfaction, and find their own living space in the middle of the market.

Third, the cooperation between enterprises is becoming more and more close, the concentration of industries is obvious, and the degree of standardization of products will be higher and higher. With the maturity of building intercom technology, the scale effect is even more prominent. The leading enterprises of the industry will gradually eliminate other small enterprises with lower manufacturing costs and greater market share. At the same time, many building intercom companies in China have extended the industrial chain and increased investment in R&D in such a severe situation to accelerate the integration of technology into the smart home field.

The marketing change of building intercom is the first and the marketing channel is flat. The value of the original building intercom product is generally realized through the engineering company. The selection of the product brand is dominated by the engineering company. With the change of the market, the marketing link of the building intercom industry will become more and more simple, the product supplier and the terminal. The distance of real estate users is getting closer and closer, and the pattern of marketing channels of manufacturers, agents, distributors, engineers, and final real estate users will change, that is, the marketing channels will become more and more flat. On the one hand, more manufacturers will sink into contact with the final real estate users and take the initiative to sell their products and solutions to the terminals. On the other hand, the ultimate real estate users have already improved their professional skills to a certain extent. They will actively search for the most suitable equipment supplier according to the functional requirements of their own projects, implement the specified brand or purchase the products themselves, and finally the project will be implemented by the project company. It is relatively simple for product suppliers and engineers to deal with each other because the engineers are most concerned about the quality, price, and service of the products. They do not need much investment in business operations. However, the direct operation of Party A is relatively more complicated, and business operations are particularly important. At the same time, it is necessary to fully consider the interests of multiple parties and to ensure that the actual input and output match. With the change of marketing channels, companies should flexibly and effectively use their own situations.

Second, the shift in marketing focus. After more than 10 years of commercial housing development in China, major cities such as Beijing, Shanghai, Shenzhen, and Guangzhou have entered the fierce competition stage of homogenized products in the incremental market. At the same time, since 2003, the government has strengthened the strict management of real estate finance and land policies and raised the threshold for real estate development. This has made developers in big cities that have no urban center land available to develop, and have to change the investment profit model. From the big cities to the second and third tier cities. Building intercom companies rely on the development of the real estate industry. From then on, it is easy to see that some large and medium-sized enterprises will maintain their market base in the first-tier cities, and second and third-tier cities will also become their next profit market. In 2009, enterprises must seize this opportunity to vigorously promote the promotion of projects in second- and third-tier cities and strive to seek better market share in this vast space.
Breakthrough strategy of building intercom companies Faced with financial crises, how building intercom companies face up, and then seek better survival and development, this is the company's current focus. In early 2009, many companies in the industry held marketing conferences to discuss countermeasures.

First, strive to do a good job of quality and ensure competitiveness. Under the economic crisis, enterprises must ensure their competitiveness. While outputting high-quality products, they must speed up the development of new products and increase the added value of their products. Technology and differentiation is an important means to break through the quality of products. This is especially important in today's increasingly personalized. Zhenwei is a leading company in building intercom, and has been committed to building the strongest R&D force in the industry, ensuring that core technologies are in the forefront of the industry to enhance product quality and technology added value. The technical design fully considers different use objects and different use environments. The difference here means that the system can make the user feel individualized because of the technical reasons. It can never be just a functional setting, a selling point on sales, and is enhanced. Market reputation, improve the competitiveness of enterprises.

Second, the cost is reasonably controlled. Faced with the challenge of cost control, enterprises need to adjust their business structure and compress or cut down businesses with lower profitability so as to concentrate their resources on cash cows (usually products that are in mature stages are mostly cash cow products). Zhenwei vigorously promoted the IPD integration project management model. As early as in early 2007, it had already focused on system integration changes, and was the first to introduce the C-5 intelligent community system, integrating visual networking, intercom, information release, and alarm functions. One-fifth wire cabling, compared with the traditional mainstream models, saves 50% of wires, 60% of labor, and maintenance costs by 80%, avoiding the waste of resources and the complexity of the project. At present, other single products are gradually being debuted, and system solutions are mainly pushed. Different users can select all-digital, semi-digital, full-simulation networking solutions for the size of the community.

Third, build a mature and perfect marketing system. The extensive and mature sales service network is a key factor in the development of the company. At present, Zhenwei has established 34 directly-affiliated branches and has a sales network all over the country. On the basis of breadth, Zhenwei is making a transition from market-driven to driven-market. At present, under the circumstances that there is no obvious improvement in the short-term sales, Zhenwei implements a strategy of focusing both domestic and foreign markets on its development. It uses large customer management to achieve a win-win situation among the company, customers, national offices and agents. “Subdividing the big customer market” is one of the strategic business strategies of Zhenwei to adapt to the trend of the times, grasp market opportunities and develop.

Fourth, innovative business models. Judging from the current situation of corporate competition, markets, operations, finances, products, and technology are the basic work of enterprises, and the basic work must be a hundred percent. The basic work needs to pay attention to the business model at the same time. This is an era when the business model degenerates and innovation coexists, and there is no business model of “taste fresh, eat all over the sky”. In the intercom industry, where the global economic environment is deteriorating, external demand is reduced, and labor costs are rising, only companies that innovate in business models can eventually emerge from the “winter”. The premise of the innovative business model is to break all boundaries, and the vague zone of boundaries is the real place of value. The new business model is diverse, and innovation or rearrangement and combination of resources and modules in the original field can create new business models by creating new demand, new consumer groups, and consumer content. The embedded model will lead the future business model. Companies will no longer go it alone. The company's business and customer business will be embedded in each other. Companies will be mutual customers, and you will achieve the symbiosis between you and me. Zhenwei Company is making a useful attempt on this model.