With the development of technology and the increase in market demand, smart security doors gradually appear in the security door market, and compete with traditional security doors for market share. According to statistics, in the traditional anti-theft door market, relevant data show that there is a market potential of nearly 100 billion yuan. Facing the impact of new products, how can traditional security door companies upgrade and transform before they can remain invincible in market competition? We discuss the road of anti-theft door companies' market competition from the aspects of corporate marketing model, market positioning and value-added services.

First, multi-layer marketing: to seize the market opportunities With the real estate tax, "the eight countries," have been introduced in succession, belonging to the real estate downstream building materials industry home security door companies have also been affected. In the future development, in order to gain market opportunities, a number of anti-theft door companies and distributors have indicated that they need to start from their own actual conditions and find their own positioning.

1. To maintain competitiveness, innovation is the key to innovation. At any time, innovation is an inexhaustible motive force for companies to maintain their competitiveness. Through technological innovation, it will effectively increase production efficiency, reduce production costs, and provide consumers with more inexpensive, high-quality door and window products. Technology supports the most valuable selling point of corporate products and is also a solid foundation for the long-term development of the company.

Through institutional innovation, the day-to-day operations of doors and windows enterprises are more orderly and the management level is improved, and the shackles of some outdated old systems can be used to rejuvenate the enterprise. Through the leadership's ideological innovation, we can ensure that companies can develop in the right direction under adverse market conditions. Through the ideological innovation of employees, the company strengthens the cohesiveness of the company, gives full play to the creativity of employees, and brings greater benefits to the company.

2. Aim at target consumer groups and develop personalized products Faced with stringent control policies in the property market, some brands of doors and windows are optimistic about the market, optimize product structure, and expand against the market. It has been reported that a well-known door and window company has turned its sights to the "individualized" crowd in order to seek new changes, and has introduced DIY custom doors and windows, which have caused consumers' attention. According to reports, the factory spent 30 million yuan, a short time ago successfully developed a mature mass production of personalized custom doors and windows. This product can be printed according to the wishes of consumers, to meet the individual needs of the door industry consumption, welcomed by the target consumer group.

3, to enhance the brand connotation, to catch up with competitors there is a big gap between the company, this gap is not only the level of quality, but also lies in the brand connotation, the huge impact of brand. The entry threshold of domestic doors and windows industry is very low, and the technical content is not high. As long as there are hundreds of thousands of dollars to buy a production line to recruit dozens of people in the production of doors and windows.

The size of the company's reputation and brand awareness are not the key to determining its market share and profits. Some of the brands in the national market have reached a number of local markets and are often beaten by local brands. The real difference between enterprises is still the brand connotation. This connotation lies not only in the image of companies, brands, and stores, but also in product quality, corporate culture, employees' spirit and appearance, as well as various aspects of service consciousness for consumers.

4. China's anti-theft door industry forces the county-level market or wisdom. With the deepening of the market economy, the integration of urban and rural areas is increasing, the sales channels of companies are sinking, and the county-level market will eventually be pushed to the front of the market economy. . Correspondingly, county-level dealers will eventually become one of the protagonists of commercial operations.

Second, sales and development: force the county-level market on the security door industry, with the introduction of real estate control policies in succession, the first and second-tier cities of the anti-theft door dealers, especially small and medium-sized dealers, the more difficult days. At this time, if small and medium-sized dealers still only identify the first-tier and second-tier cities, it is tantamount to a dead end. “The poor will change, the change will pass, and the general will be long”. In the market downturn environment, small and medium-sized distributors want to obtain new profit growth points, and they want to establish a foothold in the market and achieve development. New world. In this sense, the county-level market should become a market where small and medium-sized dealers focus on and vigorously develop.

First and Second-tier Cities Nearly Saturated County-level Markets to Be Developed From the perspective of public demand, there is a huge potential for the county-level market. Right now, the living standards of county and township residents have been improved to varying degrees. They also want to buy better products, but only too few products are available for selection. Taking the most common anti-theft door products as an example, residents of many counties have built brand-new buildings. However, most of the anti-theft doors incorporated in the buildings are rough, poor-quality entry doors hand-crafted by local craftsmen. It is understood that the owners of these buildings do not want to buy popular anti-theft doors on the market. They are only in counties and townships. There are not many such stores and they find it difficult to find suitable products.

Nowadays, the anti-theft door market in the first and second-tier cities is almost saturated, so it is better to start a new world with it. The current security door industry has entered a period of maturity. The current situation of the real estate slump in one and the second-tier cities, the sinking of anti-theft door companies, and the digging of markets to develop the vast number of county and township markets are imperative. The market volume at county level is wide and wide, and it is relatively difficult to take full consideration of the market. The stronger dealers may not even see the county-level market with relatively weak spending power. Therefore, the dream of enterprises occupying the county-level market can only be realized. Realized by small and medium-sized distributors. Therefore, the sinking of small and medium-sized distributors to the county-level market is also expected by home building materials companies.

The county-level market has its own particularity in comparison with the first and second-tier cities. At present, the county-level market cannot be compared with the first-tier and second-tier cities in all aspects. However, this does not mean that the county-level market can never keep up with the first-tier and second-tier cities, nor does it mean that the county-level market has no room for profit. Whether a dealer can make profit or not depends on the matching degree between the agent's products and the market, and also on the strength of its market development. In fact, the more disorderly and backward markets, the greater the opportunities for development.

Third, the service is king: the concentration of value-added products reflect the customer service system has a decisive position in any industry, is an important factor in the cause of market competition, but many security companies attach importance to the degree is not enough. Now that the security door industry has entered a consolidation phase due to the impact of the market environment, it is necessary to re-understand the importance of services. Due to the differences in the focus, methods, processes, efficiency, and dynamics of different corporate customer service systems, the company's external image, brand communication effect, market stability, and market share expansion effect are greatly different. A very important aspect of the operation of security doors is the pursuit of market stability and the constant and rapid expansion of their share. In this special period of the security door industry, the establishment, improvement, and effectiveness of the customer service system are particularly important. Many anti-theft companies know the necessity of “customer service”, but their understanding of their importance and how to do it more effectively is different. Service is a magic weapon to stabilize and expand market share.

Customer service is a system that involves pre-sales, sales, after-sales, and company management. Regardless of the size of the company, it should be based on its own situation, design, improve the service system suitable for the characteristics of the company. Some companies think that customer service is to accept customer problems and give solutions. The majority of small anti-theft door companies hold this view. In fact, this is just a link in the entire system, and it is the most passive link. Such companies do not do a good job of pre-sales and sales, and only post-sale. In fact, it is very important to do pre-sales and sales. It can embody the initiative of customer service, establish a good corporate image, improve customer satisfaction, thereby avoiding conflicts and reducing the pressure of after-sales service, which is conducive to the real solution of the problem. When passively accepting customer issues, it means that contradictions have already emerged or have been intensified, and it is difficult to deal with them, often failing to completely solve the problem. And increase business costs, even if it solves business problems, it is easy to leave a negative impression on customers. Therefore, in the customer service sector can be active and not passive, need to improve the "customer service" initiative - pre-sales and sales.

1. Pre-sale services When new distributors join, they need to introduce in detail the price composition of the company's products, the details of the process, the considerations for ordering the special products, the product installation methods, the conventional treatment methods for the after-sales problems of the products, the after-sales service procedures of the company, and the after-sales problem solving time. Sections, service personnel contact methods, etc., do a good job in the basic work before the cooperation operation, and confirm that the customer has truly understood what the company wants to express. This will avoid many misunderstandings and after-sales problems in the following specific operations.

Some companies have done pre-sale services, but they have not done so. They have not confirmed whether the distributors truly understand the entire content of the company's indoctrination, leading to high frequency of contradictions in the later period. Severely, it will shake the confidence of dealers.

2. In-sale services In the day-to-day management of dealers, emotional communication needs to be strengthened. The personnel of the relevant departments of the enterprise shall maintain regular contact with the dealers (phone, fax, and network) from time to time, and provide specific operation guidance in time to avoid the occurrence of problems and stabilize the dealer groups.

Some companies are also doing on-sale services, but the arbitrariness is very large, or not based on business needs, but based on individual preferences for individual dealers to do. This approach has no effect, but many companies are still implementing this wrong way. Sales service is critical, it affects the stability of dealer groups and the confidence of dealers. It is also important for new dealers to enter the state quickly. Doing a good job in sales can effectively avoid the after-sales problem, and the brand's spread in the local area also requires strong support from the sales service.

The focus of the sale is the combination of regular services and random services, with business guidance as the focus and market support. Only by doing a good job in sales can we better stabilize market share, and increase share and brand reputation on a stable basis so as to achieve sustainable development of the company.

3, after-sales service companies also have a considerable number of groups, this point is not only complete after-sales, during the consolidation, the embarrassment of such enterprises is particularly evident: serious loss of dealers, orders sharp decline, capital chain tight, staff mentality Unsteady and so on. The focus of the after-sales segment is not only to solve the problem, but to solve the dealer's business problems and psychological problems in a timely and thorough manner. When the problem comes, pushing, dragging, or forgetting will increase the difficulty of solving problems, affecting the attitude and stability of dealers, affecting end-customer acceptance of the brand, and thus affecting corporate orders and future development. Timely and thorough after-sales service requires the concerted efforts of all aspects of the company, which is a test for the company's overall management and response speed.

The general sales department first receives customer complaints, passes the information to relevant departments through a standard process (the process needs to be accompanied by documents), and the responsible department needs to sign the resolution and resolution time (return the documents to the sales department), which is specifically tracked by the sales department. Feedback results to dealers. In this process, the key is to promptly inform the dealer how to solve the problem, when to solve the problem, and carry out special tracking and counseling.

During the industry consolidation, anti-theft door companies should pay special attention to the establishment and improvement of customer service systems, grasp customer service essentials, stabilize their market share during the market turmoil, stabilize the dealer team, and actively prepare for the new round of large development of.

Conclusion:

In the face of a new wave of impacts on smart security doors, this is yet another traditional security door. The stronger ones will be stronger, and weaker ones will be eliminated if they cannot withstand the test. The entire industry is in a period of consolidation. For companies with similar strengths, if they can grasp the marketing strategy, marketing direction, and product value improvement in the market competition, then it is no longer difficult to stand out and grab the initiative.