Security into the rural market

Relative to urban security, rural security construction is now relatively backward, and most areas are almost blind areas of security. The development is not balanced, and there is a large gap between urban and rural areas. Under the promotion of relevant national policies, the construction of “Safe Village” and “Technical Protection Village” across the country is now in full swing. With the gradual deepening of new rural construction, the demand for security products and technologies in the new countryside continues to increase. Different from traditional rural areas, in addition to installing existing low-end alarm products, the new countryside will also focus on video surveillance systems in cities. In some newly developed rural areas, villages and junctions are equipped with advanced video surveillance equipment, which can basically achieve local monitoring. Even some rural towns have realized long-distance networking and real-time monitoring. The potential of the new rural security market is huge.

I. The potential for new rural security

At present, the rural population in China is as high as more than 9 billion, and the potential security market is very large. As the process of urbanization is accelerating, coupled with the increasing number of migrant workers in rural areas and the large population flow, the phenomenon of “left behind elderly people” and “left-behind children” is more prominent in some rural areas. These elderly people and children lack the ability to protect themselves. Whoever protects their safety, and who cares for the migrant workers, it is not only the government's efforts but also the efforts of our security companies. The most critical aspect of rural security is safety precautions such as personal and property safety.

At that time, security products had already entered the rural market as early as ten years ago. Some burglar alarm manufacturers have developed security products suitable for rural use, such as small alarms and wireless call products. However, due to the low level of product technology and improper operation, coupled with the local government and the villagers' own lack of awareness of security products, the rural security market did not get hot.

With the increasing income of the villagers, the rural consumption structure is undergoing tremendous changes, and the country has proposed the construction of “safe rural areas” and the villagers’ emphasis on safety and the continuous improvement of their awareness. The rural security has been? Become another growth point in China's security industry. The improvement of the concept of rural consumption and the gradual increase in the basics of consumption have provided opportunities and development opportunities for rural security market banks.

Although the rural security market is vast, it is not a simple transplantation and extension of the safe city construction model. Therefore, manufacturers must master the characteristics of the rural areas to open the market. What are the needs of rural security construction? What are the outstanding problems in the construction of rural security?

II. Difficulties encountered in the construction of rural security

(I) Lack of strong support

The construction of public security prevention and control system is a socialized system project and needs the support and cooperation of all relevant departments. However, at present, some units and leaders always believe that the construction of a prevention and control system is a matter within the public security organs and has nothing to do with them. Therefore, they cannot obtain strong support from these departments in terms of human and financial resources, and it is difficult to form an integrated system of prevention and control. The new pattern of public security is guarded against.

(II) Low construction coverage

Although the National Urban Alarm and Surveillance System Construction Experience Sharing and Rural Technology Prevention Work Henan Conference was held in Zhengzhou in August 2009, the coverage of rural security construction is still very low. The construction of rural security mainly focuses on the economically developed regions in the eastern and central China, including Jiangsu, Zhejiang, Henan, Guangdong, and Hebei. Rural security construction in the western provinces is almost blank, showing a pattern of strong east and weak west.

(c) Lack of sufficient awareness

The security market belongs to the psychological consumer market. The villagers pay more attention to practicality. The villagers lack understanding of security products and their acceptance is low. They think that security products are “dispensable”. Furthermore, from the current perspective of the Chinese rural market, the level of consumption is relatively low. Low, the villagers are not willing to take the initiative to spend tens or even hundreds of dollars to buy a security product, "practice and price" has become the two swords that restrict the rural security market. In many places, the existing rural security measures are mostly based on physical passive protection, and the level of prevention is relatively low. It is difficult to meet the needs of security prevention in rural communities.

(4) Not many suitable products

Although the demand for security in the rural areas has become increasingly strong and the market prospects are very broad, there are not many products developed for the rural market in the current security market products. The selected products are uneven, mainly low-end products, simple functions, backward technology, and poor system stability. For security companies, because the rural market is sparsely populated, centralized sales cannot be achieved, the cost of sales is higher than that of the city, and it is generally only possible to reach the market at the county, city, and township levels.

(E) Professionals are not in place

In the process of the promotion of rural technology, some security companies lack talents, resulting in malfunctions of technical equipment that cannot be maintained in time. In the promotion process, some departments are mainly responsible for accomplishing tasks. They do not actively cooperate with the installation of anti-technical equipment. They do not work actively with funds insecure. Even if technical protection facilities are installed, they are not normally used, and their effects are obviously insufficient.

(6) Insufficient promotional efforts

Rural areas have not yet had enough awareness of security products, and their awareness of security products is still very limited. Some rural households have nothing to do with the technical protection in rural areas, and it is unclear what role they play. Some people who have the deepest impression on security products are traffic lights. Due to economic and historical reasons, the police still stayed in the traditional mode when they publicized the safety precautions of the masses, emphasizing only air defense, dog defense, and physical defense.

III. Analysis of the reasons for the obstruction of the development of the rural family security market

According to the 2005 national census, the country’s rural population totaled 74.471 million, which was calculated on four households per household, with nearly 180 million households. Calculating only from the population, we can also roughly know the huge rural security market. There is an irresistible temptation for any security vendor.

In the history of China's historical development, rural areas have always used the walls, doors, and dogs as the basic "security system." But now this "security system" has obviously failed to meet our needs. There are also many private grid events. This fully illustrates the weak security concept. According to statistics from the National Bureau of Statistics, the per capita total income of urban residents was 26,959 yuan, of which, the per capita disposable income of urban residents was 24,565 yuan; the per capita net income of rural residents was 7,917 yuan. The huge income difference has also hindered the development of the rural family security market. Many farmers' income is still in the development stage and they cannot invest in security equipment. Low income has an important impact on farmers' consumption outlook. Nowadays, the most basic surveillance camera is at RMB 100. Although there are certain advantages in the price, people's consumption concepts are often ambiguous for security technology products. Most security companies find that the disposable income in rural areas is low, while the corresponding rural input costs are relatively large. Therefore, they hold a wait-and-see attitude toward the rural security market.

IV. Suggestions for Raising and Improving Rural Technology Defence Prevention

(1) Strong support for national policies to ensure that they are implemented.

In addition to the strong support from all provinces and municipalities in favor of policies, it has resolutely severely punished Yang Feng’s leadership and institutions. In addition, it is necessary to increase propaganda so that the general public can fully understand and recognize the benefits and roles of technical defense and actively participate in the work of technical prevention.

(b) Select and develop appropriate security products in line with local conditions.

Product selection: single-family simple technical protection products, mainly simple infrared alarm devices and other products, these products are low-cost and easy to operate, although the product features less, but in the prevention of farmers can play a role. In some villages with good economic conditions, video surveillance can be installed to monitor the parts that need to be controlled and access the public security video surveillance platform.

Product development: Current security product manufacturers' product positioning is basically based on the city, resulting in a narrow selection of rural security products, security companies can develop suitable security products for the rural market. At present, some security companies have entered the rural security market one after another to develop video surveillance and anti-theft alarm products suitable for rural markets.

(3) Determine the pilot towns and townships, and promote them in a timely manner.

All towns and townships shall, in accordance with the principle of “volunteering by the masses, typical demonstrations, adjusting measures to local conditions, and steadily advancing,” organize and investigate the factors such as the number of natural villages, the number of rural households, the economic status, and the state of public security in the area, and clarify the patterns and concrete construction of rural technical protection work. Methods and measures to determine the towns and towns that have a better mass base for pilot projects. Village party members, cadres, family members, and wealthy households took the lead in installing the first, and the villages took the lead in installing households to implement capital subsidies and demonstrations to bring them together to mobilize the enthusiasm of the people to participate. On the basis of constantly summing up experience and improving shortcomings, timely promotion and promotion will be carried out to promote the development of technical defense from urban areas to rural areas and continue to expand technical protection coverage.

V. Summary

At present, the development of the rural security market is still relatively slow and scattered. The reason is that the demand of farmers for security products is not very strong. If we can consider from the government level, as in the major cities in recent years to carry out the safe creation model, “government investment With the participation of enterprises and social sharing, I believe that the rural security market will usher in a scene of "prosperous downtown." The convening of the National Technical Conference on Rural Technology Prevention last year also allowed us to see the importance and determination of the country in building rural security. It is believed that in the near future, the countryside will become the next main battlefield in the Chinese security market.