To seize the five "forces" necessary for smart lock dealers in the market of one hundred billion yuan!

[Explanation] The era of smart locks has come. From the market situation, minutes must erupt. According to relevant data, it is estimated that by 2020, smart lock sales will exceed 60 million, and the average annual growth rate will exceed 100%. The smart lock industry is rapidly emerging as a 100 billion-class blue ocean market. If you want to eat this 100 billion-class market, for smart lock agents, you must have the five “strengths” of funds, team building, channel construction, online promotion, and service capabilities in order to achieve rapid development.

The smart lock industry has grown in the domestic market for more than a decade. After experiencing a long period of market introduction, it can now be said that it has entered a growth period, but this does not mean that the days of smart lock manufacturers and agents are better than that. A large number of capitalists and entrepreneurs have pushed into this industry in the past two years, but the total market volume has grown slowly. Therefore, apart from individual brands and a small number of excellent agents have come to the fore, most manufacturers and agents Still struggling in the quagmire of the industry, it is still working hard for basic survival.

In the past two years, due to working relationships, the author contacted a large number of agents in the smart lock industry across the country. As a result of comprehensive communication, we have not yet found an effective breakthrough model. Most people face the current difficulties. It is still in a state of helplessness, which in fact reflects the lack of its own capabilities. It cannot solve this problem and certainly cannot achieve its own development goals in this field.

In view of the characteristics and development trend of the smart lock industry, the author deliberately organized and summarized the five “forces” that smart lock agents needed in the development process, and brought them an analysis for each.

I. Capital Strength

Important index ★★☆☆☆

Unless it is to take over some of the more mature brands, manufacturers have special requirements for the agent's financial strength, the smart lock project is relatively low investment requirements for investment, which is why nowadays there are so many entrepreneurs choose to enter the smart lock One of the important reasons for the industry. Many people have a regional agent with 20,000 to 300,000 to pick up a brand. If there is one hundred and eighty thousand, they can create a brand for themselves. The low investment threshold has also caused the industry in the past two years, although the overall market size is still weak. Small but hot continues to rise.

For some agents who have ideas, their business ideas and business models have determined that they are definitely not a sneak into the field. For example, as more and more agents choose the super business model as a breakthrough, this is A small investment.

Second, team building capabilities

Important index ★★★☆☆

There may be many friends who will question why I would set the team building ability at the Samsung level instead of four or five stars. When I communicated with many people in the industry a long time ago, I expressed the view that the smart lock project is the most suitable for an entrepreneurial boss to do it personally, with a few people working together and not able to support a group of people. High-level talent is there because of its size and profitability. Not to mention agents, even smart lock manufacturers, marketing director's annual salary level is generally 2-3 million, which is far below the level of treatment of other mature categories.

I also learned that many major customers have launched new smart lock projects. The boss does not have time and energy to manage them. Therefore, he arranges a professional manager to arrange trades casually. Most of these cases ended in failure.

Of course, the above situations do not mean that the team building capability is not important, and a high-level marketing team is built around the project development. There is not a large number of people but a fine one. This is also one of the basic guarantees for project growth.

Third, channel construction capacity

Important Index ★★★★☆

The importance of channel building capacity is undoubted, which is often divided into several layers:

The first is the development, maintenance and management capabilities of distribution channels. Distribution channels can also include traditional single-brand franchise stores, hardware stores, security stores, safe stores, locksmiths, etc., as well as emerging community agencies and distribution, telecom business offices and other types of outlets. Agents should do these channels first. It is necessary to have competitive cooperation policies and support, because too many brands compete in these channels, and secondly, some people must maintain and manage them, otherwise it is very easy to cause distribution channels There is no return.

The second is the expansion of direct marketing channels . The core strategy here is to build direct-operated stores, including commercial supermarkets, community stores, and building materials market stores. This requires agents to have considerable accomplishments in their terminal operating capabilities. Well, it will have great help for brand building and performance improvement. If the operation is not good, it will cause serious losses.

In the process of researching and researching some city agents, the number of outlets that tend to be better agents will reach a certain scale. For example, some branches of provincial capital cities can reach more than a hundred outlets. As long as 20-30% of them can produce a certain amount of sales, then the overall performance of the agent will not be worse.

Fourth, online promotion ability

Important Index ★★★★☆

Today's era is the Internet era. The ability to promote online operations has an extremely important significance for the operation of an agent. However, this is not to say that agents need to ignore the line and blindly go online to develop smart locks. Retail empowerment, online and offline integrated operations are the most suitable models for smart lock agents. Although this aspect more depends on the manufacturer's thinking, the agents still have the power to promote themselves.

One of the most important tools in this area is WeChat. The function of WeChat has long been not limited to only one chat tool. Friends Circle Communication, WeChat Community Marketing, WeChat Small Program Promotion, and Wechat Customer Management are smart lock agents. Businesses must have the ability to apply these tools and methods, and will play an extremely important role in helping their business. On the one hand, the management level is improved, and on the other hand, the performance is improved.

V. Service capabilities

Important Index ★★★★★

Smart lock is only a semi-finished product. The realization of its true function and value must rely on the installation, use consulting, maintenance, and maintenance services. This requires that the agents not only establish a professional service team, but also Professional skills level, service standardization and other aspects are focused on creating, only in this way can bring perfect use experience for the agents, and establish a good reputation of the brand, so as to be able to effectively implement the old customers to introduce and promote the growth of performance, those who do not have Service providers, manufacturers and agents who do not attach importance to service are bound to be eliminated by the industry.

The above-mentioned “five forces” is what an excellent smart lock agent needs to have under the current market situation. It does not mean to achieve everything perfectly. However, at least in these aspects, it must not be too bad, there should be no obvious short board, and Individual projects focused on building and breakthroughs to form their own core competitive advantages, and only such a large number of outstanding agents have grown up. The development of the entire smart lock industry will be faster, healthier, and soon to reach 100 billion yuan. turn off.

Original title: "Five Forces" boosts the rapid growth of smart lock agents

Author: Guo Zheng Micro Signal: IBOLON

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Statement: This article is the smart lock terminal marketing micro-class Guo Zheng original, has applied for original protection, reprint please indicate the source or communication with the author can be reproduced.

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