Speaking of China's anti-theft alarm manufacturers, Mei'an Technology must be an enterprise that cannot be bypassed. Established in the 1990s, American Security Technology has almost accompanied the entire process of domestic development of the Chinese security industry. A few days ago, the author was fortunate to interview Mr. Pi Youlin, the general manager of Mei'an Technology. According to his remarks, the development of this old security company started like a scroll in front of us.
Regardless of the company, the market, technology and capital are the core of the company's development. However, the proportions of the three are different in different enterprises and in different periods of the enterprise. It is precisely because of the accurate grasp of the relationship between the three that prompted Mei An to achieve today's achievements, and this interview is also carried out around these three.
"In the past, if a company wanted healthy development, the proportion of funds should account for 20% -30%, the market accounted for about 40%, technology accounted for 20%, and product quality accounted for 10%. This should be the case in the past few years. Now, with the development of the market, there have been some new changes. If a company wants to develop, the market should account for 40%. In fact, this proportion is almost indifferent in any era. It ’s changed. Technology and capital are changed. The proportion of technology now accounts for almost 50%, and the amount of funds is not so important because there are too many idle funds. "Pi Youlin explained the market, technology and capital. The impact on the development of the enterprise, and the changes of the three over time.
The market is fundamental to the survival of enterprises
From the previous article, we can understand that in Pi Youlin's view, the market is the basis for the development of an enterprise. For a company, the absence of a market is like a clever woman who ca n’t cook without rice. No matter how good technology or capital is, it has no use. So how does Mei An grasp the market? Pi Youlin expressed the following:
Deep understanding of market real needs
Since its establishment in the 1990s, Mei'an has focused on alarm networking systems for nearly two decades. Compared with some traditional security alarm manufacturers, Mei'an has a deeper understanding of the burglar alarm market. For the security industry, especially the burglar alarm industry, there is a problem that has been bothering you all. For a long time, many security methods can only be used to obtain evidence after the fact. It is the real "security". "Being able to perform pre-warning is just the need of the anti-theft alarm market. However, the industry was unable to do the pre-warning. At best, we can only appreciate the crime process afterwards. After seeing this market pain point, many companies have not realized the problem , We began to think about how to make a breakthrough. "Pi Youlin said.
The accurate judgment of market demand has pointed out the direction for the development of Mei'an Technology. Therefore, starting in 2008, American Security resolutely invested huge sums of money to carry out technical research, and connected to the alarm from the mainstream telephone line at that time, stepping directly into the field of video networking.
Through the combination of video analysis and probes, Mei'an Technology will jointly perform on-site video shooting when an intrusion alarm occurs on the probe to quickly and accurately judge the situation on the scene. In this way, not only the false alarm rate and unnecessary alarms are greatly reduced. At the same time, it has created huge commercial value for Meian Technology. Make Mei'an become a leading domestic burglar alarm company in one fell swoop. Today, most of Tyco and ABB products in foreign markets have begun to be replaced with American products. "We have been researching this one since 2008, and have upgraded the product for several generations. It is no exaggeration to say that we are now the best Chinese real manufacturer of video linkage alarms," Pi Youlin said proudly.
Deep digging a well, focusing on small projects
Mei An's grasp of the market is not only reflected in its deep understanding of the market environment, but also in its own ability. "Our company's main stores and other small projects, such as Beijing I love my chain store, Starbucks are using our video network. And some large projects such as road monitoring and other projects, this is Haikang, Dahua, etc. The market for large enterprises, we can not do such a market and do not want to participate. "Pi Youlin analyzes the market segments made by Mei'an.
From the beginning of its establishment, Mei'an's market positioning has been very clear, that is, focusing on small projects and deepening market segments. It is understood that store sales accounted for 30% of Mei'an's domestic market share, and the company's video alarm market share has been almost half occupied by Mei'an. In Pi Youlin's view, the marketing model like Haikang is like a big river, and what Mei An has to do is to dig a well. It is this positioning of the deep-cultivated market segment that allows Mei An to avoid leading companies such as Hai Kang The direct competition has found its own development path.
Cross-border smart home market
In recent years, cross-border operations in the security industry have become a hot topic. Security companies have stepped out of the boundaries of the traditional security industry, hoping to get a share in the emerging markets. Meian Technology is one of them. However, unlike many companies rushing into the unfamiliar market, Mei'an Technology conducted in-depth research and analysis on emerging markets such as drones, robots, and smart homes before cross-border, and finally chose to enter the smart market. ⎝⎛韦德足球⎞⎠ market.
"By analyzing these emerging markets, we find that from the perspective of capital investment costs and the final development of the market, the smart home market is more suitable for us. For example, markets such as machine vision require a large amount of capital investment, and we may not be able to Get it. And, for us now, it may be better to focus on civilian products, we are not involved in the industrial level for the time being. Because the civilian market is updated faster, the commercial market is smoother. "Pi Youlin explained the Mei'an cross-border smart home Market decisions.
After deciding to enter the smart home market, the next thing to do is to find the market entry point. "Our entry point is part of the main focus on smart home, mainly for security, that is, the combination of video and alarm and intelligent analysis products. "Said Pi Youlin. After finding a good market entry point, the direction of the product is determined accordingly. According to reports, Mei'an's products are mainly divided into three directions: one is security related, that is, a combination of video and alarm products; the second is smart home; the third is entertainment related products, such as home karaoke and so on.
In fact, Mei'an's entry into the smart home market is a pure market decision, which is also a good strategy that Mei'an decided before entering the smart home market. The core of US security technology entering the smart home market has not changed, but only cross-border application level. Mei'an believes that if the company can accurately grasp the market, then the company does not need to be exhausted in terms of technology and capital. The excellent market performance after entering the smart home also proves that the US security decision is correct. "In the future, we can fully integrate alarms in the set-top box and deeply integrate with smart homes. We can even perfectly integrate entertainment and alarms. In this way, our consumers can buy 2 or 3 samples for the same money. Products. "This Pi Youlin has a bright future for the future.
Future growth points are in security platforms and smart homes
Cross-border entry into the smart home market does not mean that Mei'an Technology will ignore the alarm market. In the future development plan, the alarm market is always the most important market for Mei An Technology. "Mei An Technology has been engaged in security alarm networking since 1998. The company's operating focus has always been security, before, now, and later." Pi Youlin said.
Adherence to technology is the foundation of enterprise development
If it is said that the inadequate understanding of the market means that a clever woman can hardly be a rice cooker, then the technology is the "clever woman". Without technology, the enterprise does not have the foundation for survival. In the ranking of Pi Youlin, the status of technology and the market are almost equal, occupying no less than 50% of the proportion. Then how does Meian Technology attach importance to the development of technology in the continuous development process?
Continuous investment in technology
Mei'an Technology's investment in technology can be understood through a set of data. Mei'an currently has a total of 300 employees (excluding factory workers), of which there are more than 80 technicians, including both hardware and software, of which 80% are software development engineers and 20% are hardware engineers. We can see from the data The technical investment of Mei'an is different from that of general security enterprises, which is mainly based on hardware technology. Instead, it is mainly based on software. It is understood that from the current level of technological investment, the anti-theft alarm industry should not be able to surpass Mei'an . Mei'an's software R & D engineers are divided into 6 groups, namely platform group, mobile phone software group, DVR group, IPC alarm host group and probe sensor group.
Technology investment improves alarm reliability
For anti-theft alarm enterprises, the reliability of the system is fundamental. In order to improve the reliability of the system alarm, Mei'an Technology has made many efforts.
First of all, in addition to the aforementioned, Mei'an began to develop an alarm system based on sensors and image analysis in 2008 to improve the reliability of burglar alarms. Mei An has also made great efforts to improve the network transmission. We all know that the reliability of the alarm is facing the problem of network transmission. For many products, the network is often disconnected or the power is cut off. In the case of signal transmission. Therefore, Mei'an embedded the built-in battery in the DVR, and Mei'an also configured a wired plus wireless method for network transmission, which greatly increased the reliability of the alarm.
Again, because whether the probe falsely reports depends mainly on: sensors, lenses, electronic circuits, and software. Therefore, in terms of product materials and so on, Mei'an has also been screened layer by layer. Their sensors and lenses have always used very good products from Germany and Japan. In terms of software, they specifically target the Chinese market. Mei'an has gathered many professional probe software engineers with decades of experience.
Don't let users think about technology
The goal pursued by Meian Technology is to design products that do not make users think, especially in the smart home industry. In Pi Youlin's view, the current practice of smart home using all mobile phones to control is very unrealistic and complicates simple problems. Mei'an has researched and found that the real users of smart homes are children and the elderly, and it is difficult for them to carry out very complicated learning and operations. Therefore, this requires that the operation of the product should be simplified, but the simpler the operation of a product, the higher the level of technology behind it, and the simpler technology of the product puts forward higher requirements, that is, the control part must go to 4.0, and The operation part went to 1.0. Therefore, on the controller of smart home, Mei'an Technology has abandoned the method of relying on mobile phone control and returned to the method of smart remote control, because the remote control is the most intuitive and real-time, and truly does not let users Thinking.
Application innovation is the focus of the company
Technological innovation is a problem that almost every enterprise is asking. Innovation has always been the focus of Mei'an Technology, but Piyoulin has a deeper view on innovation. Piyoulin admits that their innovations focus on software and application innovation. Because he knows that it is very difficult for the average enterprise to innovate. Only industry leaders like Google, Huawei, and Haikang have very strong capabilities in technology development and have sufficient funds for technological innovation. While other companies can only make innovations based on their application, Pi Youlin uses a very vivid metaphor to explain the relationship between the two: "Hikcom and Huawei are like building highways. And we just have to repair the service stations on the expressway. This is due to the actual situation. Technical innovation can not be achieved with a little investment. "
Mei'an's innovations are mainly practical application innovations, which make the products closer to the people's livelihood and more personal. Pi Youlin described an example of Mei'an application and innovation. All the gas alarm valves on the market are separated. One alarm, one sensor, and a manipulator. This results in high cost, unreliability and aesthetics. The method of Mei'an is to open the sensor independently and integrate the alarm, manipulator and power supply, which greatly reduces the cost and saves the trouble of replacement, because the service life of the sensor is generally three years. It can make the sensor only need to replace the sensor after the expiration of the product, without replacing the main control part. This is a very good application saving innovation.
Capital is a double-edged sword for companies
In Pi Youlin's view, capital is a double-edged sword for the development of an enterprise. To answer this question, Pi Youlin talked about the status quo of the security market. As we all know, Shenzhen is known as the "Global Security Capital", but its development in recent years has become worse and worse than Hangzhou. At present, more than 90% of Shenzhen's security companies have no development strength. In fact, there is no shortage of talents in Shenzhen, so why is this happening? In Pi Youlin's view, this is all caused by capital. As we all know, the entrepreneurial environment in Shenzhen is much better than Hangzhou. A large number of people are waiting for investment with a large amount of funds. As long as the company has sufficient technology and market, Don't worry about investing. But it is precisely for this reason that Shenzhen enterprises and talents are impetuous. Many skilled engineers can't stand the temptation of the market for a few years, and they have switched jobs to start their own businesses. However, after the engineers start their businesses, the focus of their work will be shifted from the original technical work to market development and business management. It is difficult to upgrade the technology any more, and the technical personnel hard-trained by the industry are basically in the crowd. The entire Shenzhen market has lost an excellent technical staff. The development of Shenzhen's security technology is in such a vicious cycle of continuous growth and dissolution. Technology is difficult to accumulate for a long time, which ultimately leads to inferior development in Hangzhou and other places. This has to be said to be the original sin of capital.
Some words written at the back: Good product is the key, and companies should not practice by themselves
At the end of the interview, the old security guard stated his expectations for the security industry-making good products is the key, and companies should not practice by themselves. Different from the way that security companies often use low prices to gain market share, the product prices of Mei'an Technology are relatively high, almost 10% higher than the average company. "I didn't intentionally raise the price, because we have to ensure that my technology develops, we can develop technology only after we have a profit, and then we can continuously upgrade my products, and finally feedback to users." Pi Youlin said.
Pi Youlin is very disapproving of low-price competition. In his opinion, many companies hope to drive competitors out of the market through low-price competition, which is very unrealistic, because no one knows who will If you die tomorrow, the low price will eventually lead to a lose-lose situation. The true way for enterprises to develop is to make their own products well, and to make innovations in your key products. Now that the technology of hardware products has reached a bottleneck, enterprises should think about how to innovate your products and make your products add The value is higher, instead of thinking about mutual dumping. Only in this way can companies and industries develop healthily.