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In recent years, although the state has frequently adjusted the real estate industry, it is undeniable that a series of housing financial services initiatives have allowed Chinese people to gain more space and freedom in housing, and the home building materials industry closely related to real estate. It has also entered the era of high-speed market expansion, and fingerprint lock companies are no exception. They are all driven by this huge market.
The rapid expansion of the market indicates that downstream users are more and more aware of fingerprint locks. The focus of some fingerprint lock brand competition should not be limited to the existing technical capabilities and production capacity, but rather how to grasp the current market opportunities and how to Stand out in the future competition. From another perspective, the focus of fingerprint lock competition is not only on products, but more on marketing. For the general fingerprint lock production enterprises, the main sales channels still remain in the two major areas of engineering and physical store sales. With the continuous development of e-commerce, agents who are difficult to achieve results in engineering will focus on e-commerce with more relaxed conditions. The market is actively working on e-commerce.
As a high-tech security product, fingerprint locks must be installed by professionals to ensure the normal use of products. E-commerce is a national and even a global trading platform. Consumers are everywhere. If companies want to gain a large market share, they must After-sales service points are set up in different regions, and such a large staff needs strong financial and logistical support, which is also an important factor for manufacturers not to develop e-commerce. Some small businesses or agents develop e-commerce without a sound after-sales system. In some areas, there is no after-sales installation guarantee. Temporary recruitment of local personnel for post-sales installation to cope with customers, if encountered in installation or maintenance In the case of difficulties, when the temporarily employed employees cannot complete, the final influence is the reputation of the manufacturer, which hinders the long-term development of the company.
According to the “China Fingerprint Lock Industry Development Research Report†released by Qianxun Consulting, in the entire fingerprint lock electronic sales network, there are few brands of self-operated fingerprint locks, and more than 80% of the fingerprint lock shop operations are not from enterprises. It is from the brand's agents, and even some dealers' stores are not owned by the parent brand company, and their own online stores are operated as the parent brand franchise stores. Since the fingerprint locker brand is not strong enough on e-commerce, many brands are still operated by dealers themselves, so that a brand is sold simultaneously by several or even dozens of stores. Since there is no unified management, the dealers are each camping. Driven by the interests, freely mobilizing prices, resulting in chaos in the overall price system, there are a wide range of prices of the same product, four or five hundred pieces abound, a situation of nearly a thousand dollars also occurs from time to time, and even some dealers shop The price is lower than the brand's self-operated store price of nearly 3,000 yuan, such as Samsung SHS-5230 Jingdong's price of more than 4,000, and Taobao as long as more than 1,000 can start.
In today's era of “channels are kingsâ€, traditional channels are increasingly difficult to meet the scale of enterprise development. Fingerprint lock companies are beginning to seek diversification in channel construction, and e-commerce is also highly regarded as one of the later channels. Some marketing experts even predict that it will be the most promising model in all emerging channels of the fingerprint lock industry. However, e-commerce faces customers all over the country, and fingerprint locks are high-tech products. After-sales installation and network maintenance services must be in place. Therefore, companies must have sound after-sales guarantees, specialty stores and service points or engineering projects. The nationwide penetration rate is high, which can effectively provide timely and convenient services for customers all over the country. The brands with better after-sales service are mostly brands with better development in traditional channels. Therefore, for the fingerprint lock brand that has just entered the market or the enterprise with a small scale, it should be carefully considered whether to develop e-commerce and avoid more serious losses.
(Original title: Qianxun Consulting: The misunderstanding of e-commerce in the fingerprint lock industry cannot be ignored)