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At present, China's security market is maturing, and there have been many changes in the security industry: market segmentation, technology renewal, security knowledge more popular, user awareness is higher, the gap between domestic and international brands is increasingly blurred, and the competition between manufacturers is fiercer. Simple product competition can no longer meet the needs of competition among security companies. Branding and brand management are gradually put on the agenda.
The brand is the cornerstone for companies to shape their own image and increase their visibility and reputation. The most fundamental reason why German manufacturing is known worldwide is the guarantee of quality. A series of German brands such as Bosch and Siemens have a good reputation in the security market, and they are deeply loved by users and fully win the trust of customers. This is also the brand's successful construction for the enterprise to win the market, the brand has become a guarantee, an image and a reputation.
According to the current situation, most domestic security companies are more inclined to adopt a single brand strategy. Companies such as Hikvision, Dahua, Tiandi Weiye and Yaan, which have a significant presence in China's security industry, have chosen a single-brand strategy and strived to become bigger, stronger, and better. However, in the security industry, there are also many large companies with multiple brands. Like the industry leading company CSST, through the form of mergers and acquisitions, it has gathered a number of backbone forces in the Chinese security industry, and has continued the brand of these companies, and has also achieved wide influence. .
Multi-brand facilitates the development of a variety of market channels
The multi-brand strategy is a company that uses two or more brands to conduct market operations in order to achieve good business development and obtain good operating benefits.
At present, China is in a period of rapid development. The security market has a very large capacity, growing at an annual average rate of 25%. Not only domestic brands but also many multinational corporations have taken a broad view of China's security market. In the personalized and diversified consumer trends, the 'one size fits all' approach does not work. For example, the building intercom industry has high-end markets, mid-markets, and low-end markets. Different consumer markets require different products. According to Bai Weiwen, the marketing director of Androgrand Electronics Co., Ltd. in Shenzhen, the building intercom market in China is very special. It is subject to the direct influence of the real estate market in China. For example, developed countries such as Europe and the United States have few high-rise residential units, most of which are villa-type houses; while in China, there are mostly unit apartments and there are few villa-type houses, and the demand for building intercom products is different. Therefore, the functions of products are also realized. There are many differences.
In addition, the economic development in China's coastal areas and inland areas is uneven. In areas with higher economic levels, the real estate market has moved towards the high-end market, which has become a medium-to-high-end customer base for building intercom products; and in some economically low levels At the initial level of residential construction, low-end products have become their first choice. At the same time, the current economically underdeveloped regions in China are still in the majority, which determines the huge demand for low-end products in China's building market. As a result, the world's top brands like Legrand are not able to 'conquer and exalt' and slash their prices. As the brand of Vision Security is just more suitable for the development of the Chinese market, after more than a decade of market baptism, the degree of market acceptance can be described as ingrained. In view of different market groups and successful brand operation, it seems that Andromeda's multi-brand strategy adheres to it.
Bai Yuwen pointed out that through the market analysis, the company found that depending on the positioning of the Dean brand, it was mainly in the mid-end and mid-to-low end, and there were market gaps in mid- to high-end products. Relying on the Group's mature brand management method, the company further integrated its brand. Today, it regards the company as having three brand products covering all market segments, including Bticino smart home for high-end market and Legrand for mid-to-high end. (Legrand) and mid-end Shidean building intercom products.
A single brand has a strong driving force for companies
After we understand the corporate multi-brand strategy, we also need to control the content of a single brand. A single brand means that all products produced by a company use a brand at the same time. In this way, the strongest brand structure is formed between different products of the company—the same way, the brand assets are fully shared in the complete sense.
It is understood that the advantages of a single-brand strategy are mainly reflected in the fact that companies can concentrate on creating a brand image, allowing a successful brand to come with several products, so that each product can share the brand's advantages. For example, the well-known 'Haier' is a typical single brand strategy. Since 1984, Haier Group has been advancing its own brand strategy, from product brand names to corporate brand names, to social brand names, and has now successfully established the famous image of 'Haier'.
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