How can security companies quickly find market segments?

The industry described AI+ security as "more money, more water, and a large plate." In the past few years, with the introduction of major national projects such as “Snow Project”, “Safe City” and “Ming Kitchen Bright Kitchen”, it has brought about one hundred billion market. But security is not a good bone. The traditional security enterprises represented by "Hai Dayu" are first-comers and vested interests. Newcomers want to go deep into the industry and "play very hard."

Under the giants, how does AI startups break through? The answer is to continue to promote commercialization based on segmentation. For new entrants, instead of drilling into a lively market segment, it is better to open up a new segment, and then pass on this new consumption concept to everyone. After people accept it, then this brand new The field is open, and you are the king here.

In the past two years, the term “industry product segmentation” has begun to rise in the security sector. In fact, industry product segmentation comes from market segmentation in marketing, and the difference between the two is small. And perhaps because the security application originated from the industry users, it has a more industrial color... Currently in the industry is more "industry segmentation." Industry segmentation is a pointer to the characteristics of different industries, to analyze the application needs, but to carry out targeted product development, design targeted solutions, and provide targeted service content.

From the perspective of the Chinese market, it mainly includes three market segments:

(1) Government market (~20%): mainly includes public security, transportation, and judicial departments. The sales channel is dominated by system integrators. Demand is driven by government fixed asset investment and is not sensitive to price. It is a heavy user of video analysis services.

(2) Large enterprise market (~30%): mainly including large state-owned enterprises and institutions such as banks, telecommunications, petroleum, culture and education. The sales channels are mainly solutions, and the demand is affected by the expansion of business scale.

(3) SMEs and personal markets (~50%): mainly including SMEs, but also personal consumption needs (although demand is small). The sales channel is based on the distribution of standard products.

Further subdividing is a specific life scenario. Here are a few representative ones:

Warehouse is a key point in our life scene, not only because of the items inside, but also because of our operational norms, in other words, not only to ensure the safety of property, but also to supervise the operation of employees, customers, and basic etiquette of shopping. Such as IKEA, development shopping and self-selected warehouses:

Ordinary storefront. Speaking of the storefront, our intuitive feeling is to set other obstacles at the door of the store, such as burglar alarms. Although this is also a way, for today, this way can be replaced by more advanced, through the combination of monitoring:

So, how should security companies find market segments?

To extend vertically, not horizontally. The subdivision is in the vertical industry sector, and then select the main business, proceeding, not only to meet the resource advantages of the start-up enterprise, but also to integrate the business resource tools, and finally form the model. The vertical segmentation field should stand out from the crowd in two directions: first, find the pain points in the industry, and secondly, the solution and execution ability to solve the pain points. If you add good Internet operations tools, then the project is basically reliable. Of course, whether you can really achieve results in the market segment requires entrepreneurs to continuously summarize and absorb experience during the exploration process. The blue ocean in the vertical market is now seen by many people, so how to explore and build it also requires the entrepreneurial team to explore.

Conclusion:

In 2018, with the industry segmentation, the requirements of the security market for specialization will inevitably increase. At the same time, if a company has an outstanding advantage in a certain sub-sector, if it can maximize this advantage, it will not only have more opportunities in the sub-sectors that it is good at, but also find business opportunities in other industries. !

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