introduction
One year in a hurry, 2022 has passed in the blink of an eye, and 2023 is ushered in.
Thank you for your support and company over the past year. At the beginning of the new year, today I will make a summary and review of the 2022 security market (consumer-oriented) that has passed. It is also some personal opinions for your reference.
01
Security companies usher in the tide of listing
Having experienced various major black swan events such as epidemics and core shortages, many companies have also obtained huge opportunities from these crises.
During this year, a number of security-related companies were successfully listed (the market value is calculated around January 3, 2023).
In addition to some companies related to security and video listed above, there are many companies that are submitting listing applications at the same time, including Ankai, Ruilian, Kaidis and so on.
The company's successful listing not only realizes the wealth freedom of the company's boss and core employees, but also guarantees the company's transformation and long-term development in the long run.
Before going public, limited by factors such as cash flow, large shareholders’ capital investment (it’s their own money), at this stage, it’s more about earning more profits right now, or making more turnover for going public.
After listing, the capital is abundant, and at the same time, more investors' money is spent. At this time, for a company with a strategic vision, it can realize transformation.
Just like a multi-millionaire, he can invest his money in various industries, and he will become richer and richer. For a person whose annual income is less than 100,000 yuan, no matter how good his vision is, there is no Money is also empty talk.
02
Polarization is more serious
We often discuss how the entire market situation in 2022 has passed? Will the market be better or worse in 2023?
After communicating with various customers for more than a year, the overall situation in 2022 is bound to be lower than expected. It is relatively difficult for most companies, but the difficulty for some people is that orders have been greatly reduced so that it may be difficult to make a living. , Some people's difficulty is that the growth is not as good as expected, but they still maintain a certain growth.
Therefore, only when the overall environment is not growing rapidly can we see what the chosen track and the company's core competitiveness are.
When the general environment is relatively optimistic and the industry is at the forefront, as long as the companies participating in it may make money, it may not be possible to see who is more competitive at this time, because the market is large enough and everyone is developing crazily. Do not interfere.
And when the wind blows, the market tends to be stable. At this time, the cake is small and the market growth is limited. Then in order to maintain its own growth, it must eat away at the competitors' share. At this time, it is tiring for companies to grab other people's shares. The company that was robbed was of course not much better. In the end, everyone felt physically and mentally exhausted after this year.
In the process of competition, the share of companies without core competitiveness will drop sharply, while companies with channel advantages, brand advantages, supply chain advantages, or product function advantages will win more orders from competitors who are weaker than themselves. Big fish eat small fish.
So this year, many companies have achieved relatively high growth, and the top-growth companies have gained a relatively high market share, while smaller companies are still struggling to survive, and there has been a serious two-tiered differentiation.
As for 2023, which has already come, I personally think that this trend will be more obvious.
03
Intense competition for value-added services
After the brutal rapid growth in the past few years, equipment sales are getting lower and lower both in terms of volume and gross profit, so how to tap more profits in the existing market has become the focus.
For IPC products, the most mature value-added service is of course cloud storage. In the past, everyone focused more on how much money they can make from selling a piece of hardware equipment. Now, whether it is a brand merchant, an e-commerce provider, a factory or a platform solution provider , as long as there is a certain market size, the first thing to talk about must be the proportion of cloud storage.
In addition to everyone paying more attention to cloud storage, operators of cloud storage value-added services are also gradually increasing their energy. Many customers used to be half-Buddhist, but now they will think more about how to create more cloud storage. transform.
In addition to cloud storage sharing, 4G traffic sharing and APP opening screen advertisements are also value-added services that everyone pays attention to. However, not many people in the whole market really get high profits from them, and more profits are still absorbed by manufacturers such as platforms and solution providers.
For platform and solution providers, only a small number of manufacturers can really enjoy the dividends, because no matter what kind of value-added services, the user base is the basis for deciding whether to enjoy the value-added service dividends.
04
Prices are getting lower and lower (involution intensifies)
With the intensification of market competition, the most obvious chain reaction is a sharp drop in prices. Consumer products are inherently a product that is easy to reduce and difficult to increase. Insufficient market growth, coupled with the decline in raw material prices brought about by the release of a large amount of upstream inventory, the decline in finished product prices has become an inevitable result.
05
Finding a way out of anxiety
When feeling the pressure of the market, large and small enterprises are seeking to break the situation in the "circle" through various methods. There are two key words here, one is "in the circle" and the other is "breaking the game".
Breaking the situation is easier to understand, but it is difficult to do business, and we must always find ways to find new growth points.
Manufacturers who have been doing overseas business are gradually trying the domestic e-commerce market. Those who used to do domestic business are also jealous of the "high profits" of overseas trade. Those who are in the operator market are also considering whether to do overseas markets. They used to do A The platform may also consider whether to be a B platform and so on.
Everyone wants to extend their tentacles longer, because at least another emerging market has a huge market space for him, but who knows whether he has stepped into another red sea from one red sea.
The original intention of this kind of walking on multiple legs and sharing risks is good, but there are not many people who can really succeed.
At this time, the choice faced by the person in charge of the enterprise is to concentrate on digging a well deeply, or divide the troops into multiple ways to find more water sources.
The most frightening thing is that there is no specialization in either of the two aspects, and there is no main line.
What I mean by "in the circle" is more to do something related to myself, but the market is already a very mature market. Instead of in-depth expansion in the dimension of the product itself, it can be seen that in the whole year of 2022, there will be very few products that can make people's eyes shine in the entire market.
Some time ago, I saw the data statistics about the platform released by Sky Vision. The registered users of the app have exceeded 30 million, the number of monthly active users in a single month has exceeded 5 million, and the number of cloud storage enabled devices has exceeded 1 million. From this series of data, it can be seen that Sky Vision is actually "breaking the circle", not blindly paying attention to the sales volume of module hardware in a year, but paying more attention to platform and operation-related data.
06
Summarize
2022 will not be easy for everyone. 11 of the 12 months in a year are spent on nucleic acid and sealing, and one month is sunny and resting at home. It is a difficult year for individuals, let alone Speaking of the company, it is not easy for the company to persist until now.
With the release of the epidemic, consumption is gradually recovering. It is hard to say whether 2023 will be better, but at least it should not be worse than 2022.
After years of rapid development, the Internet industry has reached the ceiling, and various Internet companies have laid off employees on a large scale; the mobile phone industry has also enjoyed huge dividends from the PC terminal to the mobile terminal, creating a large number of mobile phone companies such as Xiaomi, Vivo, and OPPO. , but after so many years of development, it has reached its peak, and even Xiaomi has entered the ranks of layoffs; the same is true for the security industry. There will always be cycles in any industry, and everyone must be prepared to enter the downward cycle.
In the future, it will be more about testing the company's core competitiveness (scale, channels, products, etc.), and the survival of the fittest will be more prominent.
I hope that everyone will make a good plan at the beginning of the new year, so that in 2023, we can create greater growth and successfully overcome the downward cycle.
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