How can integrators break the geographical limits and move toward the country

In the past, integrators mostly focused on the development of their own regions. With the growth of strength and expansion of business, regional integrators began to think about how to break through geographical restrictions and open up new markets outside of the region. Then what are the technical strengths and traits that regional integrators must possess, how can they leverage their advantages, break through geographical restrictions, and win a place in the new region?

The security industry has a history of more than 20 years. For first-tier cities with relatively advanced economies, they have been exposed to security early on. Security applications in various industries have developed relatively well and their market competition has become increasingly fierce. The case of security construction in these early-starting and fast-growing cities in the first-tier cities has also become a reference model for other cities. These successful experiences also provide integrators with the door to open up new regional markets.

Qualifications and experience to open the doorsteps of foreign markets Comprehensive and high-quality qualifications and rich project experience are necessary conditions for integrators who want to go beyond regional restrictions. The integrators in the first-tier cities have provided sufficient time for the integrators to grow and expand due to their long exposure to security. “In some less-developed regions, many local integrators are mostly secondary and tertiary. If local customers want to make projects better, they will seek integrators with superior regional foreign investment and experience.” “We have the first level of intelligent building special design qualifications issued by the Ministry of Construction, the first level intelligent building construction, and the first level of computer information system integration issued by the Ministry of Information Industry,” said Ma Xiaohang, chief engineer of the Intelligent Building Division of Zheda Central Control Information Technology Co., Ltd. The National Security Bureau has issued a Class A classified confidential computer information system. As far as the nation is concerned, there are only a handful of integrators who have these four qualifications at the same time."

In terms of project experience, Party A also has its own considerations. For example, in the field of smart buildings, since 2005, the Ministry of Construction and the China Association of Building Construction’s Intelligent Building Committee have compiled “Intelligent Building Industry Enterprises in the Top 50” each year. Since 2006, they have selected “Smart Top ten brands in the construction industry." Demand building developers will pay attention to this information, look for integrator-related information on the official website of the Ministry of Construction, and use these data to find an integrator that meets their requirements and consult them. For example, Ma Xiaohang, the Zhejiang University Central Control Information Center, said: “In 2005, Guiyang No. 1 Middle School in Guizhou Province needed to build a campus. At that time, we had not yet done a project in Guizhou, but they contacted us directly through this method. We did a lot of campus projects before. The project experience is very rich and we have taken advantage of this opportunity."

In order to enter the new environment, it is still necessary to strengthen learning as an integrator who has come to the new region. First, it is necessary to go to the local government department's market administration office to report for the entry of the entry company for the record, and to apply for the entry construction license registration certificate. If the bid involves the security system, It is necessary to go to the local public security and technology prevention office for the record. Zhejiang University’s ZhongXuHang said: “The market environment in each region is different, and the tendering environment is not the same. It is necessary to clearly understand the tendering model for local projects. It is to be included in the bidding of the government procurement center or the engineering trading center, and to understand the different tenders in the local area. The evaluation criteria of the model are fully prepared."

Not only must understand the bidding environment, but also need to correctly understand whether their strength and characteristics can adapt to the new market. Wen Hongbing, general manager of Liaoning Daoheng Video Technology Co., Ltd., said: “As an integrator, if you want to carry out engineering construction projects in other regions, you must first understand the political, economic, and cultural development status of the local region, and deploy personnel who have exchanged ideas in the early stages. To understand the actual needs of local business owners and provide solutions that meet the needs of local users; Second, to understand the company's market positioning, determine the industry advantages in the new region, and re-plan the direction of development; also need to have a reasonable reserve of project managers and technical support engineers ."

The new market must also accumulate reputation. Based on the correct understanding of its own strengths and advantages, it is also necessary to work hard to learn the differences between different users in different regions. For example, the owners of different regions have their own preferences for product selection, and these tendencies tend to It is due to the usual experience. Yu Chau, chief engineer of South China, Beijing Ruihua Win Technology Development Co., Ltd., said: “The integrators are entering different markets, and they are facing products that the owners prefer, but we are not familiar with. The first thing to do is to learn everything about the product. Information and the natural and unnatural environment when the product is used locally, and understand whether the product itself meets the requirements of the tender specification."

As an integrator entering the foreign market, it is no longer just how to ensure the quality of the project. Many resources needed to complete a project are blank for new entrants, such as how to establish procurement channels with local agents to reduce project costs; how to recommend to the constructors products that they are not familiar with, but are more suitable, Plans to strengthen project quality and so on. Beijing Ruihua Win Yu Chau believes: “As a result of regional factors, the owner may not understand that there are more products and technologies that are more suitable for the ongoing project. Integrators will then play a role in introducing and promoting the project. Owners design different alternatives, and if Party A is interested or the project needs to be technologically innovative, it may adopt recommended solutions.For example, the video backhaul distance of the highway is very long, and the field is back tens of kilometers. The situation of a few hundred kilometers is very common, the traditional practice is to use optics to go fiber, but this is a waste of fiber resources.After a certain amount of technology promotion work done by the owners, maybe the owner can use the optical platform to use digital compression transmission technology. The program."

Security markets in different regions have different individual needs. Integrators have their own advantages, but they still need to learn from the new market environment to understand new party needs and new user characteristics in the new region. Prepare for new developments.

It may not be difficult to do one or two projects in foreign markets. However, it is a challenge to establish a foothold in the foreign market and be able to continue to grow and grow.

If the selected market direction is accurate, and the construction of the project can be completed according to the contract's construction requirements as scheduled, a series of chain reactions will usually occur. If the first phase is completed, there will be a second phase project, and the neighboring customers will visit. The project has been done. Liaoning Daoxin Wenhong Bing said: “Integrating the project construction projects in different places by integrators, we must do a good job of the project in order to facilitate the expansion of the project; Second, we must deal with the relationship between the owners and the potential customers of the region through word of mouth. At the same time, during the construction of the project, pay attention to accumulating local connections."

As a foreign integrator, the first time he was involved in a strange area, local customers were very concerned about whether integrators had successful cases in the local market. Zheda Zhongxuan said: “A client of a new project wants to do a good job for their project and there is no suitable integrator in the local area. When we see our successful case, we will go to the phone and ask how we do the project. They answered that our company has done a good job - this is word of mouth."

For listed integrators, since financial disclosure is needed every year and the shareholders have to be accounted for, it is very important to guarantee the amount of the contract. Integrators must strictly control other engineering companies that are linked to cooperation, and must also ensure stricter project quality. Ma Xiaohang mentioned: "In this case, when the integrator's own project can not come, it will allow some engineering firms with lower qualification levels to bid on their behalf and do projects to collect management fees." If the management is not good in this process, it will ultimately affect the integrator's own reputation. If you want to continue to develop in this area in the future, it will be very difficult, perhaps even more difficult than re-entering a new area.

The first project will be constructed as a model project, and the follow-up service must not be ignored. In general, after a project is completed, the integrator will provide a free maintenance period of 2 years before the paid service will be carried out. Ma Xiaohang said: “Only on the premise of timely response to customer maintenance needs and guaranteeing maintenance technology, we will continue to trust our service capabilities under the premise of our free maintenance service for two years. Based on this foundation, the customer will be interested in the later paid maintenance service.” If the customer feels confident and trust in the services of an integrator, then there is no doubt that it will become a long-term customer and will become the passer of the integrator's reputation. Cycle back and forth, will bring more potential customers for integrators, can continue to gain a firm foothold in the local market, and form an industry reputation in the local.

Localization services, integrators who have differentiated their competition out of geographical constraints have generally had many years of experience in project construction and can truly understand the needs of the owners. Wen Hongbing, general manager of Liaoning Daoheng Video, said: “Now the owners are interested in integrators who can provide total solutions, not only solving the compatibility problems of multiple brand products, but also avoiding the tedious coordination with multiple partners. We not only have our own video management platform, but also front-end and back-end product lines. Not only can we provide our customers with products that our company manufactures, but we can also customize products, customize software, and customize functions for users to meet the differentiated needs of owners." Generally, Party B with such a combination has relatively strong competitiveness and will have higher reliability for the owner.

“The company had also tried product design, R&D, and the lab's stage well before, but due to lack of product manufacturing experience, it encountered a lot of unexpected situations in the actual application of the product, and later realized in practice that with the industry there are It is more sensible for the experienced manufacturers to cooperate.” said Yu Chau, chief engineer of South China, Beijing Ruihua Win, “From a more strategic point of view, it is better to focus on how to make local branches have local characteristics. The company can gradually eliminate the identities of foreign integrators and at the same time improve its competitiveness in the region."

“Considering the stability of the company's operations, our main technical staff will be mainly local people, which can make the company's core personnel relatively fixed, and it is more conducive to our gradual penetration and rooting in the local area. And the company’s projects are generally A group of fixed personnel participate in the process, and local personnel perform the localization. As a result, the identity of the external integrator will not be too prominent. The company will become more localized and the local market will gradually accept it. We are a local company, and it is especially important that we can gradually accumulate local resources,” Yu Chau said. Apart from the localization of personnel, the country will be divided into several regions, each covering several provinces. With one or two provinces and cities that have performance bases and resource bases as their cores, they will radiate and infiltrate into the surrounding areas. Such a cyclical process of accumulation and infiltration will gradually break out of regional restrictions and move toward the national market.