Shen Jianyan: If there is no "different", there will be no innovation

Speaker/Shen Jianyan

Source/Zhisheng Future Export Forum Hangzhou Station

Organization/Ye Rushi (Intern)

"Competition of homogeneous products" refers to the phenomenon that different brands of products of the same type series imitate each other in terms of appearance design, physical and chemical properties, use value, packaging and services, and marketing methods, so that the technical content and use value of products gradually converge. . Market competition based on product homogeneity. Today's Chinese manufacturing enterprises, only a few strong players can jump out of the quagmire of "homogeneous product competition" and price wars, stand out from the siege with "technical difference innovation", and outsmart the future.

In the Hangzhou Forum of Zhisheng Future, Shen Jianyan, the overseas market director of Zhejiang Dahua Technology Co., Ltd., as the representative of suppliers, shared the innovation road of their enterprises from the perspective of finding market differences.

▲ Zhejiang Dahua Technology Co., Ltd. Overseas Marketing Director Shen Jianyan shares innovation

No difference, no innovation

Last year, Dahua's overall sales reached 7.3 billion yuan, of which The sales volume in overseas markets is 2.8 billion, and it is exported to 140 countries and regions. In 2013, it started to build overseas branches, including Dubai in the Middle East and Los Angeles in the United States. By the end of this year, 17 overseas branches and services will be set up around the world. place. In fact, Dahua is also an enterprise that has grown from a young age to a big one. Shen Jianyan himself has 8 years of experience in overseas market sales and promotion in the security industry. He pointed out that in today's homogeneous competition of products, the only thing that can be compared is the difference in products. It is the difference in R&D and innovation. This is the real key, which can make the company's products stand out. The company's competition lies in the product itself and whether it uses differentiation to face future development.

Shen Jianyan believes that the process of delivering value is also very important. When communicating with customers, there can only be one topic at a time. Think about what to talk to customers in advance. Let customers know that I have a good new product, what are the characteristics of the enterprise, and where is the difference from the competition. If there is no differentiation, the first impression on the customer is not clear, and it is difficult for the customer to remember you.

Continuous technological innovation

The security monitoring equipment industry is divided into two parts, one is the use of network surveillance cameras, and the other is the use of analog surveillance cameras. The network world is an open platform. Basically, as long as the same standards are used, products can be made using open standard technologies in this market. Analog surveillance is the leading product with the largest market share and the most mature technology in the world today. Dahua has a leading technology position in the analog market. They have broken through the technical bottleneck from standard definition to high-definition video, and achieved a seamless transition from standard definition to high-definition. The core value of technology has helped the company to create considerable profits. In addition to innovation and quality, Dahua also helps different customers and partners meet different application needs through advanced technology and market applications. This is an important key point in the development of Dahua for more than 20 years.

Dahua has also invested a lot in product development of camera technology, including intelligence, cloud computing, and big data. Through continuous technological innovation, making the security system easier to use, smarter and more reliable is the core value of Dahua in the security industry. At present, the cycle of products in the security industry is shortened to 6 months, and the replacement rate of products is very fast. Dahua has sold complete machines to provide overall solutions, from single components to overall applications, including intelligent transportation, and the development of a single chip in cameras, so as to provide more complete services to customers.

Dahua has more than 3,600 R&D engineers, accounting for about half of the company's total employees. The company invests more than 10% of its sales revenue in research and development every year, because if there is no research and development, it is difficult to keep up with other leading peer companies or compete with some European and American companies.

How to promote?

Shen Jianyan believes that the premise of doing marketing is to know clearly what the company's advantages are and what its core values are. Manufacturers also overlap, and with so much overlap, how to tell the difference is difficult. How to make clear the key points while speaking is another, more difficult task.

Many suppliers put all their products on the media, and he thinks that it costs money anyway, and the ads on this page should put everything in it, so that the return on investment will be high, so People often see more than 100 products on one page of advertisements, but buyers don't like to see such advertisements, and they often turn to them without reading them.

Whether you are participating in an exhibition or doing marketing on a B2B platform, you don't have to just promote products. Shen Jianyan suggested, "If you want to break through among many suppliers, you must first find out your Who says? Are you selling and promoting 2B or 2C?” Everyone’s acceptance point is different, consumers pay more attention to the experience of use, how much benefit and convenience this thing brings to my life, so who Said must be clear. What you say and how you say it is very important. In addition, when doing brand building, it actually means that there are different ideas in each market. It is necessary to understand what the customer's needs are. You have to speak his language to understand it.

When talking about marketing or brand building, Shen Jianyan cleverly used the example of the US military fighting. When the U.S. military is fighting, it first sends fighter jets on the aircraft carrier to blow up important facilities, and then sends the army to land on the shore to destroy the remaining enemies to reduce casualties. The same is true for foreign trade. Your customers are overseas, and you don’t know a lot of information, so you must first pass the information to various corners through the Internet or B2C platforms, and get different feedback from different platforms. Fix your own product. When the sales of products in a certain area reach a certain level, go out to visit customers; next, establish subsidiaries and branches, just like a landing battle, to serve the market faster and create value, so that the brand has the ability to respond quickly in the local area.

Brand building and marketing is not necessarily a matter of spending more money to do well. With the rise of online media and social media, there are more possibilities for overseas promotion. Shen Jianyan believes that companies should promote to potential customers and target customers through different marketing methods under limited resources to create more possibilities. Small companies need to understand their own and market positioning, use available resources, and use more different new media, online media or social media. Such brand building or market development is also very good.

Zhejiang Dahua Technology Co., Ltd. is a leading surveillance product supplier and solution service provider, providing leading surveillance product suppliers and solution service providers to the world, providing leading video storage, Front-end, display control and intelligent transportation and other series of products. The annual export volume is as high as 1.8 billion yuan.