Security Enterprise Brand Construction Ensures Continuous Expansion of Industry Scale

Every March 15th is the "International Consumer Rights Day." Every year on March 15th, consumer organizations around the world hold large-scale activities to promote the rights of consumers and show the power of consumers.

With the arrival of the annual 3.15, consumers' rights and corporate brand image have once again been pushed to the cusp. How to build a good brand has become a concern for many large and small businesses.

Security as a new high-tech industry, its market size continues to expand. According to HC Security's exclusive forecast, the market share of the security industry in 2011 will exceed 245 billion yuan, accounting for about 0.57% of China's GDP. The gradual development and growth of the security industry and the growing market share are obvious. Therefore, in order to maintain the healthy development of the entire industry, such an ever-expanding market will inevitably require more perfect quality management mechanisms and industry standards, as well as continuous development of innovation capabilities.

At the awarding ceremony for the top ten brands in the security industry in 2009 hosted by HC Security Network, the researcher of the First Institute of the Ministry of Public Security, Mr. Li Zhongnan, delivered a speech on behalf of the evaluation panel. He said: “The homogenization of products is a phenomenon that is obvious to all. This is Inevitably, because everyone works in a common technological environment and technology can be copied, it is not surprising that there are many similar products on the market, which is a natural phenomenon. Security industry is like this, other industries The same is true, but if our company positions market competition at the product level, one result is the price war. This is the phenomenon we least want to see. This kind of competition cannot have a winner for everyone."

In addition to vital industry standards and product quality, brand building is also an important indicator of industry maturity. If the enterprise wants to build a higher level on the existing foundation, under the premise of everything in high-tech and high-quality products, brand promotion is exactly what it lacks. Brands play an important role in a competitive market that is selective. Successful brand publicity will have a strong advantage in market competition. Many business leaders have already realized the value of the brand and have sought various ways to develop the brand road and establish brand awareness. Although great efforts have been made, the results are still not effective. Significant. As far as the security industry is concerned, the number of security companies is increasing. How do you stand out among many enterprises? For security companies, owning a brand can reduce sales costs and service costs; it can be different in the case of product homogeneity, gain greater added value, and can be more loyal to consumers through brand loyalty. Big market share. For consumers, the presence of a brand can make selection easier, avoiding large and complex communication with the company, and gaining the company’s commitment to product quality and service through the brand, reducing worries. Therefore, promotion of the brand is one of the ways that Bole finds businesses. Not only must it be emphasized but also must be promoted.

"If the brand is a corporate business philosophy, the content of competitiveness is the corporate culture. We must position the market competition at the cultural level. The communication we talk about is communication between the enterprise and the user, and the market. It is conscience and not utilitarian. Everyone knows that communication is the highest realm of the mind and shows that the enterprise shows the entrepreneur's responsibility for social responsibility and respect for the user and the society, said Mr. Li Zhongnan in his speech.

In recent years, in order to establish a brand model for the industry, industry brand selection activities have been carried out in all parts of the world, and more and more companies have participated. Taking the top ten brand selections in the security industry organized by HC Network as an example, after HC Network launched the top ten brands in the security industry in 2004, more and more enterprises have registered in recent years. This year, the “Entrepreneurial 2010 Top 10 Brand Selection in China Security Industry” event organized by HC Network ended on March 15th. According to statistics, more than 1,000 companies have been registered for this selection. Follow-up voting will continue on March 17th.

The author once interviewed security companies in a certain industry. According to reports, “Accepting not winning is not the most important thing. This activity itself gives us a good opportunity for publicity and display, so that more companies in the industry can learn about us. It should be said that this is a good platform." This may be the voice of most companies. I believe there will be more companies concerned and competition in the next voting selection stage. After all, this is the most convenient means of propaganda that stands out among many security companies.

The annual 3.15 allowed us to think deeply about the company's product quality and innovation ability, service attitude and brand image. It is hoped that security companies will seize the opportunities of the ever-expanding market and the industry's continuous standardization, and increase innovation and brand building. Under the premise of guaranteeing quality and quantity, it is necessary to increase publicity and packaging so that security companies can win more customers and strive for a larger user base.