Channel Development: A good brand image is the foundation

The industry is known as "the people who have access to the world". For the security industry, the quality of channel construction will directly affect the enterprise's marketing performance and business stability, and thus affect the long-term competitiveness of enterprises. In recent years, many domestic security enterprises in the channel construction is also spared no effort, each has made certain achievements. Among them, the Blue Star from two years ago began large-scale channel construction, successively launched the "Blueprint Plan" and "5+1" channel development strategy, accumulated rich experience in channel construction. Recently, Blue Star President Shogang in an interview, from the "corporate brand image", "Product layout" and "staffing" three unique perspective, summed up the security channel construction of the three paragraph of the law, some of the references and practices worthy of the industry for reference!

Channel Development: A good brand image is the foundation

"Initial channel development, a good brand image is the basis!" Here the brand image, not only is the enterprise itself to have a good brand awareness, to attract distributors. At the same time, agents, distributors should also have considerable strength, can help enterprises to quickly expand the product to a broader market. "Shogang in the blue Interstellar channel pioneering experience, the first emphasis is the brand image."

Generally speaking, channel development is a two-way selection process. In particular, like the Blue Star, the entire product component of the high-end, facing the end customers are also various industries have a certain strength in the high-end customers. In the selection of agents, the preferred course is in all regions, the industry has a certain brand awareness, and even the ability to integrate a certain product solutions dealers. For those in the low-end market (most products priced at 2, 300 yuan) to take a large number of ant tactics to shop the dealer, is not in the Blue Star choice. Of course, want to and have the strength of the dealer cooperation, the enterprise itself must have excellent products and brands, otherwise it is not enough to attract the cooperation of well-known dealers. In this regard, the Blue star has been in the way of direct marketing, in the financial, military and other professional fields have an absolute leading position. Even the financial sector occupies more than 80% of the high-end market share. In the industry originally has a certain brand awareness, the quality of its products also have a certain reputation. In this case, the Blue Star in the opening up of the market at the beginning of a series of channels and corporate publicity, the industry's well-known distributors soon understand the Blue Star brand, which also prompted the Blue Star and some well-known channel agents soon formed a cooperation.

In fact, in the long run, the blue Interstellar channel to explore the way more in line with the security industry's future development trend. The future of the security market, the so-called intelligent, high-definition, networked high-end products is the mainstream of development, with the development of technology, some low-end product market will inevitably shrink (and low-end products generally low profits). From this point of view, strong cooperation is the basis of the security channel co-operation!

The channel is all win: reasonable product layout is the key

However, for channel cooperation, strong alliances sometimes does not mean that the strong will win. At present, the development of security industry is becoming more and more integrated and platform. A good product is often to cooperate with some of the surrounding columns of ancillary products, can form a package of solutions to win customers. Especially for the high-end customers, the more important is whether the enterprise has a reasonable product layout. For example, if two security companies have a very good performance video surveillance products, but the first product has a wealth of surrounding ancillary products, but also with the corresponding solutions. The second product does not have the above reasonable layout, then the first product is certainly more popular with the channel distributors, but also has a future development.

Look at the actual product layout of the blue Interstellar. Whether the DVR or IPC products, are currently in high-end products, low-end products supplemented, forming a more reasonable product line layout. And in terms of some cutting-edge products, there are a series of peripheral matching, such as its video surveillance products, there are a series of such as "alarm host Extended Network controller", "Voice Call box", "Network intercom Controller", "Network Patrol" and a series of peripheral products and matching. More importantly, the Blue Star in the channel promotion is often in line with their own security monitoring platform and other package of solutions to promote. For distributors, the system integration scheme is always more attractive to users than isolated products. From another point of view, can have integrated solutions and platform to promote the ability of distributors, its strength is more than enough to affect more high-end users. And such channels of cooperation can truly achieve the channel win.

Channel Construction: Strong sales force is the driving force

On the construction of the channel, Blue Star President Shogang also highlighted one point, that is to have a strong sales force.

"Nearly two years of channel promotion, my deepest feeling is that channel promotion is really no magic skills." In addition to the product brand itself, the most important thing is to have a strong sales force, tireless, indomitable. 1.1 points to win the trust of Channel business. ”

In fact, the channel construction itself is a test of enterprise sales staff perseverance work. Especially for the beginning of the channel to expand the enterprise, channel distributors on the enterprise's brand products are not enough to understand, which requires the company's sales staff to take pains to organize such as Channel Roadshow, lectures and other meticulous work, so that dealers gradually understand themselves. In this process, each enterprise Distributor will represent the image of the enterprise, sales staff is dedicated, whether the patient, often determines whether the enterprise can channel dealers to establish a mutual trust relationship. In fact, the Blue Star in the course of the first year of channel construction, development is not fast, but it is because of the sales staff perseverance and patience, the latter gradually won the trust of dealers, the current channel development is forming a "herding effect", and gradually to the right track!

From the actual experience of the development of the blue Interstellar Channel, it can be seen that security enterprises in the construction of the channel, only rely on "good brand image + Reasonable product layout + combat-fighting sales force", coupled with the full understanding of channel agents, familiar with the partner's sales system, understand its agent of other product brands and market positioning , determine the partner's product positioning and our product positioning is consistent, on the basis of in-depth communication, the establishment of mutual trust relationship, the two sides will be more and more in-depth, stable and lasting, in order to truly achieve channels to win!