Security e-commerce rapid growth

In August 2013, the State Council issued “Opinions on Promoting Information Consumption and Expanding Domestic Demand” No. 32 (2013) of the State Development Administration of the People's Republic of China, proposing to expand the space for e-commerce development, support the expansion of the online retail platform, and promote the popularization and application of e-commerce by SMEs. . Premier Li Keqiang of the State Council stressed at the second Beijing Fair and Global Service Forum Beijing Summit that it is necessary to develop and upgrade the service industry, promote the deep integration of industrialization and informationization, develop a new generation of information products, develop e-commerce, and expand information consumption.

The security industry has also experienced more than 10 years of development in e-commerce platform development. On September 5th, the 11th anniversary of the prosperity of Zhejiang Mingwang Baomingtong Technology Co., Ltd., which is part of the China Security Exhibition Network. As the leading domestic security e-commerce platform, China Security Exhibition Network is committed to providing security companies with an online sales platform, and brings various types of security information and services, adding impetus to security e-commerce sales.

The future of security e-commerce is bright. In the United States, security e-commerce accounts for 19.8% of the total, and China's security e-commerce "cake" is expected to grow to 25 billion yuan by 2015, online shopping scale will increase by 249%, and the online shopping rate will reach 10%. The security industry may really need to come out of the traditional sales model.

Security e-commerce traffic source Why security e-commerce will have great development? In fact, this is a strong source of data related to security e-commerce. Take security monitoring, security monitoring data sources are mainly unilaterally:

First of all, security monitoring companies have a certain degree of brand awareness, brand quality, category, price, value through certain promotional channels, has already formed a certain awareness system in the user's heart. Users often search for branded keywords directly through the browser's search folder or through search engines. Some of these companies use third-party platforms such as Taobao Tmall, or have proprietary B2C and B2B platforms to import traffic through brands.

Secondly, e-commerce advertising, search engine bidding, and various online advertising, search engine bidding also belong to PPC advertising. Through click-paying, advertisement information is displayed at the forefront of search engines. In the field of PC Internet, Baidu has occupied more than 60% of the search engine market. 360, through its 360 security guard platform rapid penetration, now has occupied 20% of the market share, search search, sogou and other search engines nuclear warfare 10% market share. In terms of e-commerce platform competition, Jingdong and Tmall occupies 70% of the domestic third-party platforms. The remaining 30% of the market share is occupied by Dangdang, Amazon, etc., but this share gap is further increased.

The last is the external link, which is to add links to external platforms such as portal websites, navigation websites, email, BBS, SNS, LBS, blogs, Weibo, Wechat, video websites, shopping guides, and review websites. "come. In this regard, with successful internet products such as QQ, Wechat, QQSpace, and QQ Mailbox, Tencent has built a powerful traffic generation system; Baidu has formed a search engine based on platforms such as Post Bar, Know, Map, and hao123 navigation. Another traffic generation system. In addition, Sina Weibo, Gaode Map, 360, Youku Tudou, and Dazhong Reviews Network are also important traffic portals. Security e-commerce upgrades to channels, terminal competition Of course, despite the open prospects of security e-commerce, its own competition is fierce. Now the competition in the industry is no longer limited to competition in brand, technology, and price, but more extends to competition in channels and terminals. Especially in today's security market, with the proliferation of homogenized products, lack of core technologies and strong brands, how to make their own products quickly occupy the market, the use of channels has become the consensus of major businesses.

Liang Jiangnan: Visual Marketing Emotional Marketing Visual marketing and emotional marketing are some of the unique marketing methods of security companies. Good visual marketing can bring customers both transaction value and emotional value. The key point of e-commerce shop's visual marketing is mainly the shops. The overall design and the details of the baby's details page make full use of visual impact, color harmony, page layout, etc. to facilitate the completion of the transaction. People have wonderful talents because of their souls. The same is true of e-commerce shops. No customer will like a shop without souls, and they will not buy the products of this shop. At the same time, the use of WeChat, Weibo marketing, the use of hotspot marketing, the use of welfare business marketing, etc., may become the company's marketing methods in the e-commerce platform, what kind of most effective, requires companies to try and explore.

A number of companies started O2O projects The TCL Group officially announced the launch of the O2O platform project a few days ago. TDL Group Chairman Li Dongsheng introduced the transformation idea. “On the basis of product intelligence, TCL builds an application service platform and builds content providers. The ecosystem of service providers, application developers and application developers provides users with solutions for home entertainment, healthy living and smart housekeeping."

In April this year, in order to cultivate multi-channel integrated marketing opportunities and expand sales and sales territory, Chuanggao began to try the O2O model, which is a seamless connection between online marketing and online marketing. Talking about Chuanggao's future O2O strategy development, the relevant responsible person emphasized: “In the second half of this year, we plan to open 10 O2O experience centers in first-tier cities such as Beijing, Guangzhou, Shenzhen, Hangzhou, and Chengdu. I believe that these initiatives will be one of Chuanggao's initiatives. The current situation of unclear channels for domestic consumer consumer security is a milestone for China's security industry and also provides a new way for traditional security companies to achieve transformation and upgrading.”

Baoqianli launched a tailor-made commercial display O2O solution for customers, and proposed online and offline network-wide interactive, advertising content self-control strategy, different from traditional handwriting or fluorescent signage, guaranteed thousands of miles of commercial display O2O solutions not only have the ability to customize information as you wish. , Online and offline can be perfect interaction, but also has dazzling colors and appearance, more likely to attract customers to stop spending.

The value of O2O is to provide merchants with lower-cost, smaller-risk, and more efficient accurate marketing and promotion. This is taking full advantage of the value brought by massive data processing technology, and it is bound to realize that merchants pay according to the effect. What is a great O2O platform? The core point is that it provides a good user experience and value.

Security e-commerce startup cloud model In addition to the competition between channel providers and terminals, the cloud model also seems to be a good choice.

At present, some security companies face bottlenecks in the capital chain, and they need to develop in a cost-effective manner. The cloud manufacturing model may become a new profit model for security companies. Enterprises do not need to look for providers of manufacturing collaboration services. They only need to put demands on the cloud manufacturing platform, and the cloud platform organizes manufacturing resources. Manufacturing capabilities to complete the design, processing, production, collaboration and other orders.

The manifestation of cloud manufacturing is, in fact, e-commerce in-depth into the entire manufacturing process of manufacturing, and the production process is decomposed and then crowdsourced to online manufacturing resources or manufacturing capacity providers and service providers. From outsourcing to crowdsourcing, this is actually a qualitative process. In essence, cloud manufacturing relies on information technology to form a new model and new method of collaborative manufacturing. Its core is efficient collaboration.

Some companies in the security industry are very small, but they are also forced to spend a lot of energy on production, making their manufacturing costs higher. In the face of some customized products, the production costs are even higher. How to change this unstructured situation, in fact, cloud manufacturing gives us an answer: let companies like shopping in the e-commerce mall, and have the ability to design, manufacture, purchase, marketing resources and capabilities of people or organizations to bid comparison, so that in The design, production and marketing of the product are completed in the shortest possible time. This will be a subversion of the one-stop-shop approach of large factories and large enterprises in the past.

An important point in cloud manufacturing is to virtualize manufacturing resources so that manufacturing resources can be easily used by more people. The future industrial system will go in two directions. One is to further centralize, standardize, and replicate in large quantities. Another is to personalize and use the cloud manufacturing platform to solve the problem of intermediate transaction costs. The mode of cloud manufacturing is very suitable for the current situation of security. There are many small and micro security companies, and their direction is to be the best and most professional. From an optimization perspective, the entire social resources are within the scope of cloud manufacturing. Now that mass production is popular, the future is to miniaturize and transform the super factory into a small independent production unit.

Of course, the development of cloud manufacturing will be a long-term gradual process, not a one-time project project, and it will depend on joint efforts and joint efforts of the government, industry, and academia.