Within two days, the anti-virus software market will then rise.
On the evening of June 3, Rising Company suddenly announced a large-scale profit promotion plan of 22 million yuan, cutting its anti-virus software recommended retail price of 30 yuan; on the same day, Jiangmin Technology launched a 38-yuan ultra-low price "Anti-virus companion". Such amazing time is coincidental, and the industry has speculated that the two price cuts is a new product for the second day of Jinshan. On June 4, Jinshan Software Company officially released Jinshan drug tyrant V and Jinshan Nang Dart V two information security new products and Jinshan 2003 information security business V Raiders. On the same day, Jia Da Mingtai announced that it is about to start the Double Sub-plan --- Launches Enterprise Version and Online Anti-Virus Software.
The four major domestic anti-virus software vendors finally shot, narrow, and the anti-virus software field staged a new round of market wars.
■ New product preparation before release
On Monday, the reporter received a notice of the Rising Emergency Conference, and the usual difference is that there is no disclosure of the ongoing content of the launch conference beforehand. On Tuesday night, Rising suddenly announced the price reduction strategy: indicating that the majority of the Ruixing anti-virus software stand-alone profits, giving users and distributors to pay 22 million yuan, putting their software recommended retail price straight down 30 yuan, and limited to 300,000 sets The 35 yuan gift of Rising 2003 version of the value package is used to support the domestic software market to recover the vitality as soon as possible.
At the same time, Jiangmin said in a very suitable way of telephone, email, revealed a new product price: "DOS anti-virus companion" - 38 yuan!
It is followed, Jinshan Second Day (June 4th) held a press conference in Beijing, officially released Jinshan drug tyrant V and Jinshan Net Dart V two information security new products and Jinshan Company 2003 Information Security Business V Raiders . Jinshan said that I hope to use this product to fully enter the horn to the traditional retail business, enterprise business and emerging online sales business.
In the face of the opponent's movement, Jia Da Ming Tai will emphasize the need to abandon the existing channels, open the channels to establish a new business model of the anti-virus market. On the afternoon of June 4, the company's deputy Puron said: "We will officially launch a double-child plan in the near future - introduce the Oriental Guardian SME Edition and Oriental Guardian ONLINE, on the one hand, to establish its own technical advantages and brand advantage, on the one hand Bringing a new shock by opening up new channels and deploying a variety of business methods. "
■ Start the market after a very period of time
Unlike last year's price, one is that this year's price is not big, and the other is not all manufacturers follow up. Previously, some market analyzed this analysis believes that Rising's sudden movement and Jiangmin's follow-up behavior will cause a very large blow to Jinshan's new product release, and the direction of the blow is the channel.
Rising said that as a stage of promotion of this price reduction, the first is the case, not like the price caused by the price storm of last year. The second is routine price reduction; the third is to start "post-SARS "" Market. The company's vice president Mao Yin said that anti-virus software is the primary income source of domestic software channels. In the near period, the software retail market has revealed weak signs. At the same time, the SARS periodically has greatly stimulated the development of e-government, e-commerce, online office. The domestic network users have surged, and the Internet is a hotbed of viral breeding and flooding. This is also largely triggered against anti-virus products. Strong demand.
The new listing price of Jinshan Drum V and Jinshan Net Dart V has been placed on the price of 99 yuan. If it is purchased together, you will get a price of 189 yuan. For the price reduction behavior launched one day in advance, Wang Feng, Vice President Jinshan, said that it will not be articles in the price in the near future. "We will not follow up for the price war, and now the key to our leader has launched new products." He said, " In fact, they (competitors) are followed up. And, as long as you carefully analyze, the price of the opponent does not have killing, regardless of the price war, or other way to stop the new products, there is no effect. "" The price is only one of our products, but it is not the most important factor. "Mingtai Vice Porsche Porsche said in an interview with reporters," Due to the increasingly competitive competition in recent years, the price war of anti-virus software stand-alone version It is often seen from the channel war. Since the 'Changsha Uprising' last year, the 'Blue Security Revolution' begins until now. However, from the market reflection and development trend, this approach has been out of time, and there is no significant effect on the pulling sales. "He said," We have no intention to participate in this unintended battle, but emphasize the existing channels, open the channel to establish a new business model of the anti-virus market. "It is reported that the company is planning to officially launch the Oriental Guardian SME Edition in the near future. Oriental Guardian Online Edition.
■ The price war does not really start
For the price wars mentioned in many media, most companies are denied. First, Rising has resolutely denied that the price reduction is the initiation of price wars, and then Jinshan specially issued a statement, claiming that he does not make conceptual price cuts.
"The price war of anti-virus software did not really start." Park Shenggen said. "As long as comparing, the price of stand-alone products last year is 50 yuan, now the price is much higher. If there is no innovation in the product itself, there is no substantive significance, and it can only cause users to The doubus of product performance. And, in the field of anti-virus, to ensure the magic height, the high is high, there is no real technology to improve, and how can it be realized. "
In fact, this truly participated in the price of the manufacturer, the four domestic giants have only two domestic giants - Rising and Jiangmin, and the other two Jinshan and Jiaotong Ming Tai will not move. A person who did not want to reveal the name. In fact, Rising's 40 yuan will not talk about what "price war", with its price of 198 yuan, and the price of 168 yuan does not have any temptation At the same time, he said that "the recommended price and actual sales price have a big difference. The products that tend to get less than 10 yuan." According to industry insiders, in the past, in the middle of Zhongguancun dealership, price ratio of nearly 200 yuan Product, can take the price of about 100 yuan after bargaining.
International manufacturers are attitudes to price warrants. Panda Guards said: First, the panda guard will not join the price cuts of domestic manufacturers; at the same time, over-price, only the manufacturer is at the expense of the quality and service of the product, and ultimately losses only consumers themselves. . People in Guan Jinchen said that the crown group has always taken a relatively stable price system and will not adjust the company's price strategy because of the market behavior of other companies.
■ Competitive focus to turn to the network and enterprise version
Statistics show that the annual sales of a single-machine anti-virus product in China is stable between 1.2 million yuan between RMB 1.2 million. At the same time, as a bulk market bright spot in the domestic software industry, the anti-virus software market is facing how to achieve greater breakthroughs. Industry insiders said that the current domestic stand-alone anti-virus software market is simply relying on traditional products and sales methods, and it is impossible to have a larger growth space. The development path of single-machine anti-virus software will become narrower, even if the price is low, the market grows will not have too much improvement. The annual 10% -20% market growth rate is not enough to support the rapid growth of many companies, which is also the cause of anti-virus giants seeking internationalization and diversification. It is reported that Rising in the SARS has launched new products such as online anti-virus, Rising anti-virus software download version, using innovative network marketing models, has formed a new growth point, and is slightly smoldering in the enterprise market with Rising Network Edition. And Jinshan also expressed its very optimistic about the domestic enterprise market and huge business opportunities in online business. Wang Feng, Vice President of Jinshan Company, said to reporters: "New business in 2003 will be likely to build a market of more than 100 million yuan, break through the constraints of piracy, carrying the express train on the service charges, this single machine market will be over two In the future, it is not limited. Through efforts in traditional business, enterprise business and new business, Jinshan has confidence in the domestic information security market to achieve annual sales of 1..5 billion yuan. "
"We must abandon the existing channels, open the streaks to establish a new business model of the anti-virus market!" Mingtai is a cooling boat, because the entry of the stand-alone market is relatively late, no chair, but hopes to pull online anti-virus software Family. "The overall view of the domestic anti-virus software market has not been large, and the domestic anti-virus manufacturers have been 'livesta. You compete for the market, the quantity of the spell, but the price is reduced, but in technology accumulation and facing Enterprise services and web applications have been in a blank state.
"In the next one to two years, the original anti-virus business model and business direction will change, anti-virus and information security will be due to environmental changes, like the game market!"
