Prediction of the future development direction of the lock industry
For the lifeline of the development of China's lock industry, we can't accurately grasp it, but we can predict the future development direction of the lock industry based on the current market trend.
(I) The market potential of the car lock is huge: According to the “2015-2020 China Auto Service Market Trend Forecast and Trend Forecast Analysis Report†released by Boss Data, China’s auto production reached 23.895 million units in 2014, a cumulative increase of 7.1%. The continuous growth of automobile production and sales has provided a large space for the development of the car lock market. The frequent occurrence of car theft cases has also made private car owners pay more attention to the choice of car anti-theft locks, which indicates the huge potential of the car lock market.
(2) Xintiandi in the rural lock market: With the national policy vigorously supporting the rural areas, the rural changes are very large, and the living standards of the peasants are getting higher and higher. The first thing after the peasants are rich is to build a house, the house is covered, and the demand for locks It is also increasing, which is undoubtedly good news for the lock industry.
(3) The mortise lock is the development direction: However, there are not many manufacturers of mortise locks in China, the scale is not large, the grades are not high, and the functions are relatively simple. Therefore, with the development of the market, the mortise locks It will be a development direction of the market. Judging from the current situation of the lock market, the door lock market will still be dominated by mechanical locks for a long time. Mechanical locks mainly have mortise locks and spherical locks, while the development potential of mortise locks is significantly higher than that of spherical locks. First, the use of upper mortise locks is much superior to spherical locks. The core lock is easy to escape in a fire.
(4) High-end products are gradually becoming mainstream: From the forecast report of supply and demand and development trend of China's lock industry, the high-end locks have high technology content, more emphasis on humanization, individuality and distinctive features, so the product profits are also relatively high. The speed of ordinary locks is accelerating, and high-end locks will gradually become the mainstream of the lock market. In addition, with the improvement of people's living standards, the construction of beautiful villages is gradually strengthened. The safety, reliability and convenience of security equipment are getting higher and higher, and the market demand for high-end locks will be further increased. In the future, it is the era of technologicalization, and locks will enter the "fast lane" of high-end products.
   Development of lock industry e-commerce
In the Internet age, a variety of innovative Internet-based applications have seen more and more traditional industry players see value. The layout of e-commerce positions has also become a pioneering force in the lock industry to enter online innovation marketing. Through the Internet platform, the construction of mobile phone clients has effectively expanded the marketing channels for the entire industry, reduced the cost of publicity, quickly established a market reputation, and formed a strong market. leadership. So how should the lock industry lay out e-commerce channels?
   First of all, we must learn from the mass consumer goods industry.
There are several aspects to the lock industry that can learn from the FMCG industry. First, we must understand the consumers in a practical way. The way to understand can be done through scientific market research like P&G. Second, we must pay attention to visual marketing. It is possible to enhance the first impression of the product. For example, FMCG generally takes a lot of work on the outer packaging. For security e-commerce, the key point is the overall design of the store and the improvement of the product details page. This is what consumers know about the product. At the same time, we must make full use of visual impact, color reconciliation, page layout and humanistic feelings to enhance the user's goodwill to browse the page. Third, we must break through the traditional pattern of thinking and conduct online marketing on the Internet. And cut into social hot topics to get high exposure.
   Second, we must build a product selling point.
The so-called selling point is actually to tap products to impress customers' unique core interests. This requires a dedicated team to conduct in-depth analysis of user needs before each product development, to understand the rigid needs of ordinary households for monitoring products, and research customers. The expectation, from the stylish and simple design of the fuselage to the convenience and simplicity of the application system, and even the technical protection of the protection of user privacy issues, in order to provide products with the ultimate user experience. Locks are the most used and most common products. Their use, appearance, price, etc. will affect consumers' choices, and the mainstream of future products with "good shape and easy to use".
   Third, improve the user experience
E-commerce online trading process, less experience-based consumption. The product can't be touched or touched. Only the products and instructions are delivered to the receiving process. The user does not enjoy more professional security services, and the trust and viscosity are not high, which is not conducive to the formation of secondary consumption. At the same time, the cooperation of offline after-sales service is also the most worrying issue for consumers. The most taboo is that some e-commerce companies do not carefully develop and produce high-quality products that meet the needs of users. Instead, the original engineering machine is modified and sold directly to online consumers under the banner of “civil securityâ€, resulting in a very poor user experience. After a long period of market exploration, research and analysis, the most popular products on the market generally meet the characteristics of full wireless, intelligent learning code, flexible networking, etc. Through these functions, users can experience the fun of wireless DIY with their families. Really enjoy the benefits that the product brings to the family.
Therefore, lock products should also fully consider the consumer experience, and on the e-commerce platform, we must pay attention to the cultivation of consumer word of mouth.
   Finally, marketing can't be less
The wine is also afraid of the deep alley, especially the lock products. Based on the characteristics of the consumer groups of security products, it is impossible to make large-scale paid advertising campaigns like mass consumer goods. Internet marketing thinking pays attention to word-of-mouth marketing, based on the production of excellent products, and highlights the highlights of products to meet the needs of customers' consumption pain points, and pursues high-quality pre-sales and after-sales services. Timely release of new product information, promotional activities and customer feedback on sales activities, forming a cluster of fish pond marketing model. At the same time, the promotion expenses should be more invested in providing consumers with more value-added services and experiences than expected, and using the new media instant messaging tools such as Weibo and WeChat to complete the O2O model of online and offline operation integration. If the promotion and promotion budget reaches a certain amount of funds, you can also use the professional event planning company to carry out offline activities to build DIY security as the starting point, so that more consumers have the knowledge of R&D and production of security products, and develop consumer spending habits. At the same time, it also plays a positive guiding role in popularizing the awareness of public security locks.
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