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The Chinese market is always an integral part of the corporate development strategies of the internationalized security companies. The Chinese security market with huge potential is a wanted market for foreign system integration enterprises. Their representatives G4S and Honeywell have already entered the Chinese security market and achieved massive progress as their brand awareness in China keeps growing.
Early Exploration Ended, Further Development Initiated
Foreign system integrators usually get into the Chinese security market in two methods. One is to found whollyowned enterprises like Honeywell; the other is to make it through mergers and acquisitions like G4S. As Wu Yaming, managing director of G4S Taiwan, said, this British company got into China at the beginning of 2008. In order to gain access to a bigger market share and client resources at a faster pace, G4S sought the cooperation with Chinese local security enterprises to open the market quickly.
It is worthwhile to mention that foreign system integrators getting into the Chinese security market in whatever methods will need to go through the phase of market exploration and familiarization. During that phase, those foreign system integrators need to overcome the difficulties from the differences they have with local partners in operating concept and management methods.
“It is very common for foreign system integrators to have differences in financial report, fiscal system, corporate HR system and management system with local security companies. They can meet each other on the half way through mergers and acquisitions which could standardize the internal corporate systems. For example, the salaries and bonuses for employees should reach the national standard and all the drawing software should be genuine copies,” Wu Yaming said. “For the personal security of engineering personnel, especially in the circle of construction, foreign companies have more detailed and stricter regulations. Their internal Environment-Health-Safety management system provide related stipulations over the safety of contractors, engineers and constructers, the damages to the environment and individual health brought by the construction. The management will also check over these security problems regularly.
In the security system integration of China, foreign companies are usually positioned as users with high-end security demand and they mostly prefer foreign system integrators. For the foreign system integrators, foreign companies in China are their potential targets.
“Foreign companies have higher recognition about the project process that is strictly managed. Foreign companies usually apply global standard for their projects. Our construction standards in China conform to the criteria of international intelligent system. This is the advantage that most Chinese companies cannot achieve. That’s why we are confident in our future in China as an active system integrator,” said Zhuang Chen, security solution manager of Honeywell China’s Smart Building Department. “With the progress of internationalization, many high-end security users in China have a growing recognition of the foreign system integrators’ advanced project ideas and patterns. These clients take a growing proportion of the business of foreign system integrators.”
Foreign system integrators are getting more accustomed to the Chinese market with the continuous practices in the Chinese security market and are getting close to the know-how of doing security projects in China. After getting used to the circumstance of the Chinese security market, foreign system integrators extend their sight to domestic companies to know the actual demand of the Chinese users of security solutions. For example, Honeywell did an excellent job in the intelligent system for the Bird Nestle stadium in Beijing and G4S’security solutions work well with high schools and financial systems.
Combination of Software and Hardware to Improve Market Recognition
The changing ideology of Chinese local companies in security provides foreign system integrators with the access to the massive market.
Those foreign system integrators initially trying to get into the Chinese market at first had no typical local exemplary projects for their users. They have to convince local users with their advanced security ideology. “What the users buy is a project. So what we focus on in our marketing is not only our concept, but also the products based on the concept and the combination of interrelated products. We will demonstrate how the construction will be made efficiently from the start to the end as well as the post-construction services. The whole process will be shown to users on the paper or the computer display before it comes to the site,” Zhuang Chen explained. “We once made a security project for highland virgin forests. It is hard to find an exemplary project for reference. At that time we made use of conceptbased promotion which is adopted by our competitors as well. However, our solution is much more feasible than the other parties because we borrowed the experiences of the cases we made in the Qinghai-Tibetan Plateau.”
Foreign system integrators combine their unique advanced ideas with the real projects, which help them not only win projects and customers but also accumulate experiences in the security market of the China. In the process of accumulating experiences of success and learning experiences from failures, foreign system integrators also spread advanced ideas to the Chinese users while absorbing the features and rules of local security market with which they can get closer to the ideology of Chinese users in the matter of security. This lays the foundation for foreign system integrators in expanding the customer level and business scope. Different from the initial phase in which foreign system integrators mainly provide services for foreign companies, now their customer categories are more diversified and they can compete with local companies to a draw.
Wu Yaming from G4S said: “There is a great domestic demand in China’s security market. The market of firsttier cities are mostly exploited while the markets of second- and third-tier cities need to be fully used. We will follow our current client base to extend our arms to these cities. We need to find proper partners to get access to the security market in the second- and third-tier cities.
High Added Value as the Trump of Foreign System Integrators
Even though most foreign system integrators have their business cover the whole world, they have to face new challenges in China due to the special environment and demand of the Chinese security market. On one hand, the concept that services are sent with security products are deeply rooted in most Chinese users, so it is hard to see profits in the security service in the Chinese market; on the other hand, a minority of high-end local users in China really demand the security services which can bring market space for the foreign system integrators with high added value.
“The biggest difference among security system integrators lies with the strictness of management over the project. The strict project management means the security for project time, quality and safety. Only the qualified management can truly apply the reasonable design and advanced ideas to the demand of users,” Zhuang Chen said. “Our understanding of the project is not limited to the check and acceptance of the project. For Honeywell’s smart building department, these only take 25% of the total project. 75% of the task is the services following the check and acceptance. The services does not only mean repair, they more practically refer to management consultancy services in the late period. We will share experiences with our users and teach them how to make better use of the system to keep the system more stable and endurable. Simply speaking, ‘the goal of our service is to make users no longer need services’.”
New Breakthrough Needed in Intensified Competition
There is an undeniable fact that the profit in the Chinese security system integrator in China keeps dropping thanks to the furious market competition and changes in the market. In these years many small- and middlesized system integrators are struggling to maintain their existence. In the period of the survival of the fittest, the market strangles weak ones but make the strong ones stronger. With fewer participants, the competition in the security market for system integrators is not eased at all.
As Zhuang Chen said, foreign system integrators might face a new round of challenges in the future. They need to improve them further to survive the next round of selection. Presently domestic system integrators continuously invade the high-end market and even begin to cooperate with foreign companies. Meanwhile, foreign system integrators are downgrading themselves by providing services for the middle-end users.”
Early Exploration Ended, Further Development Initiated
Foreign system integrators usually get into the Chinese security market in two methods. One is to found whollyowned enterprises like Honeywell; the other is to make it through mergers and acquisitions like G4S. As Wu Yaming, managing director of G4S Taiwan, said, this British company got into China at the beginning of 2008. In order to gain access to a bigger market share and client resources at a faster pace, G4S sought the cooperation with Chinese local security enterprises to open the market quickly.
It is worthwhile to mention that foreign system integrators getting into the Chinese security market in whatever methods will need to go through the phase of market exploration and familiarization. During that phase, those foreign system integrators need to overcome the difficulties from the differences they have with local partners in operating concept and management methods.
“It is very common for foreign system integrators to have differences in financial report, fiscal system, corporate HR system and management system with local security companies. They can meet each other on the half way through mergers and acquisitions which could standardize the internal corporate systems. For example, the salaries and bonuses for employees should reach the national standard and all the drawing software should be genuine copies,” Wu Yaming said. “For the personal security of engineering personnel, especially in the circle of construction, foreign companies have more detailed and stricter regulations. Their internal Environment-Health-Safety management system provide related stipulations over the safety of contractors, engineers and constructers, the damages to the environment and individual health brought by the construction. The management will also check over these security problems regularly.
In the security system integration of China, foreign companies are usually positioned as users with high-end security demand and they mostly prefer foreign system integrators. For the foreign system integrators, foreign companies in China are their potential targets.
“Foreign companies have higher recognition about the project process that is strictly managed. Foreign companies usually apply global standard for their projects. Our construction standards in China conform to the criteria of international intelligent system. This is the advantage that most Chinese companies cannot achieve. That’s why we are confident in our future in China as an active system integrator,” said Zhuang Chen, security solution manager of Honeywell China’s Smart Building Department. “With the progress of internationalization, many high-end security users in China have a growing recognition of the foreign system integrators’ advanced project ideas and patterns. These clients take a growing proportion of the business of foreign system integrators.”
Foreign system integrators are getting more accustomed to the Chinese market with the continuous practices in the Chinese security market and are getting close to the know-how of doing security projects in China. After getting used to the circumstance of the Chinese security market, foreign system integrators extend their sight to domestic companies to know the actual demand of the Chinese users of security solutions. For example, Honeywell did an excellent job in the intelligent system for the Bird Nestle stadium in Beijing and G4S’security solutions work well with high schools and financial systems.
Combination of Software and Hardware to Improve Market Recognition
The changing ideology of Chinese local companies in security provides foreign system integrators with the access to the massive market.
Those foreign system integrators initially trying to get into the Chinese market at first had no typical local exemplary projects for their users. They have to convince local users with their advanced security ideology. “What the users buy is a project. So what we focus on in our marketing is not only our concept, but also the products based on the concept and the combination of interrelated products. We will demonstrate how the construction will be made efficiently from the start to the end as well as the post-construction services. The whole process will be shown to users on the paper or the computer display before it comes to the site,” Zhuang Chen explained. “We once made a security project for highland virgin forests. It is hard to find an exemplary project for reference. At that time we made use of conceptbased promotion which is adopted by our competitors as well. However, our solution is much more feasible than the other parties because we borrowed the experiences of the cases we made in the Qinghai-Tibetan Plateau.”
Foreign system integrators combine their unique advanced ideas with the real projects, which help them not only win projects and customers but also accumulate experiences in the security market of the China. In the process of accumulating experiences of success and learning experiences from failures, foreign system integrators also spread advanced ideas to the Chinese users while absorbing the features and rules of local security market with which they can get closer to the ideology of Chinese users in the matter of security. This lays the foundation for foreign system integrators in expanding the customer level and business scope. Different from the initial phase in which foreign system integrators mainly provide services for foreign companies, now their customer categories are more diversified and they can compete with local companies to a draw.
Wu Yaming from G4S said: “There is a great domestic demand in China’s security market. The market of firsttier cities are mostly exploited while the markets of second- and third-tier cities need to be fully used. We will follow our current client base to extend our arms to these cities. We need to find proper partners to get access to the security market in the second- and third-tier cities.
High Added Value as the Trump of Foreign System Integrators
Even though most foreign system integrators have their business cover the whole world, they have to face new challenges in China due to the special environment and demand of the Chinese security market. On one hand, the concept that services are sent with security products are deeply rooted in most Chinese users, so it is hard to see profits in the security service in the Chinese market; on the other hand, a minority of high-end local users in China really demand the security services which can bring market space for the foreign system integrators with high added value.
“The biggest difference among security system integrators lies with the strictness of management over the project. The strict project management means the security for project time, quality and safety. Only the qualified management can truly apply the reasonable design and advanced ideas to the demand of users,” Zhuang Chen said. “Our understanding of the project is not limited to the check and acceptance of the project. For Honeywell’s smart building department, these only take 25% of the total project. 75% of the task is the services following the check and acceptance. The services does not only mean repair, they more practically refer to management consultancy services in the late period. We will share experiences with our users and teach them how to make better use of the system to keep the system more stable and endurable. Simply speaking, ‘the goal of our service is to make users no longer need services’.”
New Breakthrough Needed in Intensified Competition
There is an undeniable fact that the profit in the Chinese security system integrator in China keeps dropping thanks to the furious market competition and changes in the market. In these years many small- and middlesized system integrators are struggling to maintain their existence. In the period of the survival of the fittest, the market strangles weak ones but make the strong ones stronger. With fewer participants, the competition in the security market for system integrators is not eased at all.
As Zhuang Chen said, foreign system integrators might face a new round of challenges in the future. They need to improve them further to survive the next round of selection. Presently domestic system integrators continuously invade the high-end market and even begin to cooperate with foreign companies. Meanwhile, foreign system integrators are downgrading themselves by providing services for the middle-end users.”