The security monitoring system is not only a complicated analog monitoring system for wiring, but more dependent on a networked video surveillance system. Through years of market cultivation, the concept of networking has been accepted and recognized by numerous system integrators and end users. At present, China's network video surveillance market is dominated by modular integration. Most projects still use traditional analog cameras and digital encoders. The promotion of pure IP products still faces many obstacles and difficulties.

The marketing of IP cameras is different from that of analog cameras. The networking of analog cameras is simple. Many system integrators and engineering companies have sophisticated and complete system solutions. For the IP network camera, because the system solution involves many problems such as network transmission, network planning, video storage, image forwarding, image wall display, etc., at the same time, each network camera manufacturer chip scheme, the underlying control protocol is different, to the system Interconnection leads to great difficulties. IP network camera sales often need to provide customers with a complete set of system solutions. This puts higher technical requirements for manufacturers/system integrators.

In response to the various problems faced in the IP product promotion and the gradual maturity of the online market, I combine many years of marketing experience to discuss marketing strategy insights.

The advantages of IP surveillance in the IP camera industry customer group are interconnection, remote monitoring, and flexible networking. For the remedy, you need to identify the user groups. At present, the main market for network video surveillance is concentrated in several major industries such as government public security, telecom operators, finance, transportation, prisons, electric power, industrial enterprises, and education. Most of the “Safe City” projects led by government agencies and public security have explicitly stated that they must choose network monitoring. The financial and transportation industries have demonstrated a clear demand for networking in recent years, and networking has undoubtedly become its first choice. The education industry tends to monitor the network due to the improvement of network infrastructure. The transportation industry is currently mainly focused on the security bayonet system and the electronic police system. This system often uses standard definition network cameras or analog cameras. Each lane needs to be equipped with a camera. The license plate recognition rate is low, the number of cameras installed is large, and the system cost is high. . With the introduction of HD network cameras, one HD network camera can monitor multiple lanes, save the number of cameras installed, and increase the license plate recognition rate. Industrial enterprises and building communities are relatively decentralized and independent, their industry characteristics are not obvious, and their product autonomy and selectivity are weak. Therefore, the preferences are not as significant as those of the above industries.

Different industries have different performance requirements for IP products. For telecom operators, the performance requirements for IP network cameras are higher and the relevant conditions are more demanding. For example, the global eye project of Telecom is generally aimed at chain stores, shops, and enterprises. The product price is relatively cheap, the performance is stable, the equipment configuration is simple, and the general requirements are zero. Configuration, plug and play, with network private penetration technology, automatic registration in the telecommunications server, telecommunications server to assign permissions to users, viewing real-time images and video data through the telecommunications network.

The marketing strategy of IP cameras is based on the sales of IP cameras. The author believes that there are several points that need attention.

First, do a good job in the work of brand recognition for key industries/projects, especially for safe cities, finance, and telecommunications, etc. The entry of brands into the industry is the threshold for entering the industry. Brand short-listed projects are generally large-scale projects. They have high influence and popularity in the industry. IP network cameras have more points and larger amounts of usage. Only by doing a good job in brand recognition can there be breakthroughs in major projects. Brand awareness. However, the short-listed brand is only a barrier to entry into the industry, and there is still a lot of work to be done in the follow-up. The final signing of the procurement contract is the successful conclusion of the brand's short-listed work.

Second, the construction of strategic partnerships. It has formed extensive strategic cooperation with many platform software vendors to form strategic alliances and create a good ecological environment. The strategic cooperation of platform software mainly focuses on carrier-class operating platforms and industry-level platform software vendors (finance, transportation, etc.). The IP network camera needs to provide an overall system solution. The system software function controls the selection of the front-end camera and determines whether the network camera can be accessed through the platform software. Therefore, the IP camera manufacturer must communicate with the well-known platform software manufacturers to connect the platform software. Work, establish a close strategic partnership, achieve win-win cooperation, and create a good ecological environment. Leveraging the marketing network of platform software to achieve IP network camera product sales. At present, China's carrier-grade platform software vendors mainly include Zhongxing, Huawei, Huasan, China Star Electronics, mutual trust, Zhejiang Xinchan, Zhongxing Liwei, Dongfangwangli, Suzhou Keda, etc. The industry-level platform software vendors mainly include Zhongsheng Yihua, Chongqing Xunmei, Xinyi Technology, Star Valley Technology, Hangzhou Tianshi, Guangzhou Jinpeng, Blue Star and so on.

Third, segment the market, open up key industries, and focus on public security, transportation, finance, telecommunications, prisons, petroleum, electricity, and education. For these high-end and high-quality industrial users, they will conduct targeted technical exchanges through industry conferences, promotion conferences, etc., understand the needs of customers in the field, and provide system solutions that meet customer needs.

Fourth, channel construction (agent dealers), through project agents, product agents, through the agency's customer resources for market development and product sales. The channel agent can unite with many partners and quickly occupy the market through the marketing network of strategic partners to win market share. What is particularly important is that this is a win-win strategy. Vendors must work closely with integrators and agents to share customer resources, face customer issues together, and negotiate and handle customer needs. The choice of partners for channel construction is particularly important. The partners must be well-matched, have good IP technology backgrounds, and have the ability to provide system solutions. Only in this way will the cooperation last long. Both parties can work closely together to quickly capture the market.

Fifth, OEM/ODM construction. Some companies may focus on system integration, and they will be weak on products. They also hope to have their own brands and they can cooperate through OEM/ODM.

It is worth noting that some traditional analog camera manufacturers do not need to consider the issue of multi-system integration. The analog products can be seamlessly connected with other products; IP products are different. If there is no supporting management software, customers often cannot implement cameras. Management. Therefore, manufacturers need to consider how this product is managed and provide system management software. For IP manufacturers, the following issues need attention.

Perfect product line. Domestic projects generally require the following products: SD/megapixel network cameras (generally including bolts, hemispheres, infrared, high-speed ball, etc.), network video servers, network video decoders, special-purpose cameras (such as HD-SDI HD cameras), The number of special-function cameras in a project may be small, but it is critical to the overall operation of a project, often controlling the entire bid.

Supporting management software. For relatively small projects, it is generally necessary to provide system platform management software or to provide related protocols according to the platform docking method.

Strong technical support work. The sales of IP products are different from those of analog video surveillance and require strong technical teams to provide corresponding technical tests and demonstrations.

R&D team support for major projects. For major projects such as Ping An City and telecom operators, it may be necessary to customize the product functions or connect the systems according to the customer's needs. The R&D team must be on-site to connect or support the work.

The benevolent sees benevolence and the wise sees wisdom. Every company has an effective marketing strategy that suits the company's development. Companies that focus on IP monitoring should adhere to consistent marketing strategies, work closely with channel partners, and establish a mutually beneficial relationship. The joint system integrators, distributors, and regional agents will work together to make the network video surveillance market bigger and better, and jointly bring the best network video solutions to market.