Development of the lock industry to the realization of e-commerce channels

With the rapid growth of China's economy, China has become the world's largest producer and consumer of locks. Increasing lock industry growth is certainly worthy of recognition, but China's lock industry still needs to recognize the industry's reality: Although China is a big lock country, it is not a lock-powerful country, and those expensive “foreign” locks are still “imported goods”. Facing the future, China's lock industry needs to forge ahead, to get rid of the quality of "a key to open a few locks," turned into a "big brother." According to the statistics in 2014, the annual sales of locks in China can reach as many as 2.2 billion, and the annual demand for fingerprint locks can reach 5 million in the commercial market. At the same time, the demand in the civilian market is also growing. The domestic lock industry has annual sales of more than 400 billion yuan, and the production capacity exceeds 2 billion sets. The annual export volume exceeds 10 billion yuan. It is predicted that in the future, China's lock market will continue to grow at a rate of more than 20% per year.

Future development direction of the lock industry For the lifeblood of the Chinese lock market, we cannot accurately grasp, but we can predict the future direction of the lock industry based on the current market trend.

(I) The automobile lock market has great potential: According to the “2016-2020 China Automotive Service Market Trend Forecast and Trend Forecast Analysis Report” published by Booz Data, it shows that in 2014 China’s auto production reached 23.895 million vehicles, a cumulative increase of 7.1%. The continuous increase in the production and sales volume of automobiles provides a large space for the development of the automobile lock market. The multiple occurrences of car thefts also make private car owners pay more attention to the selection of car anti-theft locks, which indicates the great potential of the car lock market.

(b) Rural lock market Xintiandi: With the country's policy to vigorously support rural areas, rural areas have undergone tremendous changes, and the living standards of farmers have become higher and higher. After the farmers became rich, the first thing to do was to build a house, cover more houses, and demand locks. It also increases, which is undoubtedly a good news for the lock industry.

(3) The development direction of the mortise lock is: but there are not many manufacturers of the mortise lock, the scale is not large, the grade is not high, and the function is relatively simple. Therefore, with the development of the market, the mortise lock It will be a development direction of the market. From the current situation of the lock market, the door lock market will continue to use mechanical locks for a long time. Mechanical locks mainly include mortice locks and spherical door locks, while the development potential of mortice locks is significantly higher than that of spherical locks. First, the use of upper mortice locks is much more advantageous than spherical ones, and the second is that The core door lock is easy to escape in the fire.

(D) high-end products gradually become mainstream: from China's lock industry market supply and demand and development trend forecast report to understand high-end locks high technology content, pay more attention to highlight human nature, personalized, distinctive features, so the product is also relatively high profits. Ordinary lock products speed up, 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 has been gradually strengthened, and the people's requirements for the safety, reliability, and convenience of security equipment have become higher and higher, and the market demand for high-end locks will increase further. The future is an age of science and technology. Locks will enter the “fast lane” of high-end products.

The development of the electronic locker industry era of e-commerce, a variety of innovative applications based on the Internet so that more and more traditional businesses see the value of the industry. The layout of e-commerce positions has also become a pioneer in the online locker industry's entry into online innovative marketing. Through the Internet platform, the construction of mobile clients has effectively expanded the marketing channels for the entire industry, reduced the cost of publicity, quickly established a market reputation, and formed a powerful market. leadership. So how can the lock industry deploy e-commerce channels?

First of all, we must learn from the consumer goods industry that there are several aspects that the lock industry can learn from the FMCG industry. First, it is necessary to understand the consumers in a concrete way. The channels for understanding can be carried out through scientific market research like that of Procter & Gamble. It is necessary to pay attention to visual marketing and improve the product's first impression as much as possible. For example, fast-moving consumer goods generally take a lot of time and effort in packaging. For security and e-commerce, the key point is the overall design of the store and the improvement of the product details page. This is the most important way for consumers to understand the product. At the same time, it should make full use of visual impact, color harmony, page layout, and humane sentiment to improve the goodwill of users browsing the page. The third is to break through the traditional pattern of thinking. The whole network is being marketed on the Internet, and cut into social hot topics to get high exposure.

Secondly, to build the selling point of the product, the selling point is actually to tap the product to impress the customer's unique core interests. This requires that before each product R&D, a dedicated team is required to conduct in-depth analysis of the user's needs to understand the general family's monitoring of the product. Rigid demand, research customer expectations, from the simple and stylish design of the fuselage to the application system is simple and convenient, and even to protect the user's privacy problems are also technically overcome, with a view to providing the ultimate user experience products. Locks are the most used and most commonly used products. Their use, appearance, and price will affect the choice of consumers and the mainstream of future products that are “well-formed and easy to use”.

Third, improve the user experience e-commerce online trading process, less experiential consumption. Products cannot be touched or touched. Only the products and instructions are used in the process of delivery and receipt. Users do 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 meticulously research and develop high-quality products that meet the needs of users. Instead, they directly sell the original engineering machine to the online consumer under the banner of “civil security”, resulting in a very poor user experience. After a long period of market exploration, research, and analysis, the more popular products on the market today generally meet the characteristics of full wireless, intelligent learning code, and flexible networking. Through these features, users can experience the fun of wireless DIY with their families. Really enjoy the benefits of products for your family.

Therefore, lock products should also fully consider the consumer experience, as in the e-commerce platform to focus on the cultivation of consumer word of mouth.

In the end, marketing promotion should not be less scary, but it is all the more true for lock products. Based on the characteristics of a small number of consumer groups in security products, it was decided that it would not be possible to carry out large-scale paid advertising campaigns for mass consumer products. Internet marketing thinking focuses on word-of-mouth marketing to produce quality products based on quality, tap product highlights to meet consumer demand for pain points, and pursue quality pre-sales and after-sales services. Timely release of new product information related to sales activities, preferential promotional activities and customer feedback, etc., to form a cluster of fish pond marketing model. At the same time, promotion costs should be more invested in providing consumers with more value-added services and experience than expected, using microblog, WeChat and other new media instant messaging tools to do an online and offline operation integration O2O model. If the promotion budget reaches a certain amount of funds, you can also use professional activities to plan the 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 user consumption habits. At the same time, it also played a positive guiding role in popularizing the public security lock awareness.