2011 security industry launched a new round of market battle

With the advancement of the industry, the company's development has been on the rise, the economy continues to grow rapidly, the industry demand is fully flourished, and the application of IP and high-definition will also bring about a new round of growth. Everyone has high expectations for next year. At the same time, everyone is actively strengthening research and development, adjusting channels, and expanding product lines. In order to prepare for IP, a new round of market battles has begun.

With the acceleration of the IP process, the high-definition wave hits and the industry is changing. Every company cannot afford to relax. On the one hand, repositioning is more focused on the market, and resources are concentrated in the advantageous areas. In the face of market segments, everyone is actively adjusting the organization system and business deployment in order to seize the opportunities; the deployment of channels has been launched in full swing, and it is actively competing with IP; While high-definition opportunities have also increased the barriers to manufacturing, companies that do not have R&D strength have become paralyzed; local companies have emerged strongly, foreigners have paid more attention to localized operations, and the forces outside the industry have “invaded”, and brand warfare has taken off. . . . . . A new round of market competition has started!

Clear positioning, aiming only at its own market “One company can only achieve 1% to 5% of the market. All of our work is centered on this 1-5% market, and try our best to save resources to fight for our customers.” The attitude of the manufacturers is very representative. Today's security industry has already passed the stage of grabbing as long as it is a case. With the breakdown of the market, the positioning of enterprises becomes more and more important.

Targeting your own market, you can focus your company's resources on the market and make the most effective use of the market. It is also a process of shaping your own brand. Through clear positioning, condensing its most favorable resources, highlighting its advantages and winning market segments, at the same time, it will create a corporate brand image through continuous and unique market behaviors.

This positioning is first reflected in the platform software. The software "rises its head" for a few years and has seen a good turnaround this year. The industry has generally recognized the value of software. The importance of the management platform has been increasingly recognized. At the same time, hardware manufacturers such as Hikvision, Zhejiang Dahua also started to develop software.

However, the current software market is still not mature, and the competitive landscape is not clear. Therefore, the positioning of enterprises is particularly important. The network consists of seven layers: physical layer, data link layer, network layer, transport layer, session layer, and presentation layer. Which layer or layers is your positioning?

“At home, we have to face the complex special needs of different industries. We are specializing in industry customization or doing bottom-level development. It will be very difficult to locate.” said Lai Menghai, general manager of Guangzhou Ruijie Network Technology Co., Ltd. Fu Liquan, chairman and president of Zhejiang Dahua Technology Co., Ltd., which provides full product lines including platform software, also stated that due to the lack of comprehensive development platform resources, partners also hope to gain greater room for development. Therefore, Dahua provides the basic version of the platform, and the partners will then develop the project for the second time. ”

In fact, positioning is equally important for any company. In interviews with some foreign businessmen, when talking about advantages over his family, they particularly emphasized their positioning. Their precise positioning allowed them to avoid the huge security armies of the domestic market and only met with a few of them. can. For example, Dallmeier insists on taking the high-end route and providing customized HD solutions. They believe that the high-end market in China can certainly flex its muscles. And from Spain, Fermax always insists on providing customers with perfect product design and good service. RISCOCEO and Chairman Moshe Alkelai also mentioned when competing with big brands that RISCO is positioning itself as a professional manufacturer and responding to the competition of big companies with professionalism and dexterity.

The entire product line spreads out, and the comprehensive solutions are in full swing. When Hikvision and Dahua's cameras are also seen everywhere, this indicates that the security industry has been quietly changing. The era when a single product can hit the country has ceased to exist. The product line has been broadened and the market front is being lengthened and widened.

Let's take a look at the product lines of several big manufacturers. Bosch, Honeywell, Tyco need not say that the product line has always been rich; Sony is still digging and enriching in the field of monitoring. This year it also introduced high-definition cameras with infrared lights to the industry. High attention; Samsung Security has successively opened a series of product lines such as access control, alarm, and civilian market to enter the field of integrated solutions; in addition to providing DVR, Hanbang Gaoke has improved the front-end camera product form; Hikvision, Dahua have completed From the front-end to the back-end, from the hardware to the software full product line coverage; Digital China is expected to expand the access control and alarm product line next year; Skyworth Qunxin from the rear-end display and control equipment is moving toward the front camera. . . . . .

From this year's Beijing An Bozhan all the way down, regardless of the size of the manufacturers, the product line is constantly expanding. If it is last year or the year before, the entire product line and integrated solution may also be considered as the highlights of the company, which can reflect the advantages of differentiation. However, to the present, it is already a "must-have" and "have to be" product strategy. Each one is elongating the front line and grabbing the market share. Whoever does not do so will even lose the team in a slow step!

However, this also brings up a question: Who really has the ability to provide comprehensive solutions? Not only the product line, but also the coverage of the entire region, the deployment of channels, and the need to grasp the industry and other aspects, and any one of the links is not in place, it will affect the user's confidence in the provision of programs.

Subdividing the market, actively adjusting the organization system and deploying the business in the smoke of the market, the more intense the campaign, the more important the strengthening of the company’s own strength. As the domestic security market continues to grow and the market is further subdivided, companies are actively adjusting their organizational systems and business deployment in order to win opportunities and seize more business opportunities.

In the domestic security market, Honeywell has always been one of the most active foreign companies with outstanding achievements. They learned from the Beijing exhibition that they will have amazing organizational restructuring in 2011. After the adjustment, they will greatly increase their responsiveness to customer needs. Moreover, they will further in-depth third and fourth-tier cities, seize the market, these changes not only reflects Honeywell's determination to deeply cultivating the Chinese market, but also a concrete manifestation of its response to market segmentation trends. In addition, some foreign companies such as Axis and Dallmeier also expressed their intention to set up factories in China.

In addition, more and more companies are seeing lucrative business opportunities in the mainland, setting up branches, improving management systems, and tilting sales policies, and trying to take a leading position in the new round of competition in the domestic security market. It is understood that currently, Hikvision has established wholly-owned subsidiaries in 28 cities across the country, and has vigorously explored the Southwest market through the construction of a safe city in Chongqing; Bosch has held a masters' summit in Chengdu to gather experts and users of relevant vertical industries. Together, with a view to better understanding the local market demand; Tiandi Albert ́s stronghold in the second-tier cities has been fully rolled out; Axis has also plans to set up an office in the west; Anjubao has established 100 branch offices to ensure service response speed. . . . . . Everything is ready, it will be a new round of competition!

Adjusting channels and nurturing the market In addition to the adjustment of business deployment, the layout and adjustment of channels are also actively underway. In the IP world, everything will be different, and the adjustment of channels will be inevitable. There are probably two general approaches, recruiting new partners in the IT field, or strengthening traditional security channels to recognize IP.

As early as last year, Bosch introduced the IPCCTV distributor certification system. KoenRommel, Vice President of Sales for Bosch Security Systems China, stated that 90% of the problems in digital surveillance projects come from system architecture or the design of the network is unreasonable. Bosch pays great attention to strengthening the training of network, bandwidth, and storage. The contractors and agents must be trained to meet certain requirements in order to obtain certification.”

Axis, who has long cultivated the IP market, signed Xiaotong Networks as the general agent in China in March this year. It chose the traditional security channel and the IT channel in parallel. The vice president of North Asia, Lu Weifan, said, “Traditional security channels are familiar with customers and The market, but the relative lack of network and software, IT channels understand IP but not deep understanding of security, the integration of the two can show the most perfect market performance."

Of course, not only Axis and Bosch, but all major manufacturers are reinforcing their channels. In response to the trend of industry, the division of channels is more nuanced. Lou Feng, General Manager of IR Greater China, explained that the IR channel is divided into several parts, and the distributors will be on the product line, but they will also draw important vertical markets. In cooperation with large partners in large projects, special industries take special channels. In addition, integrated solution providers are gradually adjusting channels to accommodate more complex product lines. For example, Samsung Security will re-deploy its channels early next year. Samsung’s security monitoring products after adjustment are handled by Wei Hao, who holds The company's John Qi is responsible for access control, alarms and civil security.

In addition, in the area of ​​IP and high-definition applications, more vendors are focused on helping the channels to overcome challenges. For example, Ye Chen, chairman and general manager of Tianjin Ya’an Technology Electronics Co., Ltd., stated that “In the IP era, a large number of streaming media servers, forwarding servers, etc. are very complicated for the engineering company. We should consider the problem from the perspective of the project owner and reduce the application. The threshold."

Whether it is the redeployment of business or the grooming and cultivation of channels, it is a heart of sincerely cultivating the market. Everyone saw the opportunities in the Chinese market, and at the same time felt the urgency of the competition. The net has already been sprang up. Now everyone is looking forward to the fruits of the next year. I believe it will surely be a fight.

HD, the most important driving force for the transition from analog surveillance to IP surveillance with a double-edged sword is HD, no doubt, high-definition next year. As the executive director and general manager of Suzhou Keda Technology Co., Ltd. Chen Weidong said, “High-definition monitoring sees more clarity and brings more application advantages, making users’ overall investment costs more superior, so the selection rate for new projects continues. rising."

For many companies, HD is an opportunity and business opportunities are abundant. At the same time, high-definition has increased the threshold of video surveillance manufacturing, and companies that lack technical strength may be out of the game and affect the future industrial structure. For example, Du Bo, general manager of Sobel Digital Technology Co., Ltd.'s China Sales Security Video Product Sales Company, stated that "In the future, achieving high-definition access, massive information storage, and decoding on a large-scale project will be even more difficult and unprepared. Platform software companies may be eliminated.” The original focus on analog players want to take this opportunity to enter the IP surveillance market, such as matrix vendors, etc.; while HD also attracts more and more suppliers with Taiwanese strength, foreign companies gradually In addition, such as ArecontVision, etc.; even from other industries, companies also want to take advantage of high-definition security points to a cup. The HD industry pattern is completely different from the traditional analog market!

In this exhibition interview, many manufacturers believe that high-definition will gradually enter the practical stage. Skyworth Qunxin’s general manager Hu Chaohui said, “Some of our key customers, such as public security, are all going to HD systems next year. They all clearly demand high-definition equipment.” The industry generally believes that HD will be used in certain industries next year. Safe cities, finance, etc., especially 1.3 million pixels and 2 million pixels, and 3 million pixels and above cameras in the high-end applications will increase.

Another topic related to HD is Million IP and HDCCTV. At the exhibition, we discovered that many manufacturers have taken into consideration both the network HD and HDCCTV. The CNB is one of them. Its general manager Wen Renhe believes that both network HD and HDCCTV have advantages and disadvantages. Synchronous development. "The network camera has high requirements for bandwidth stability and is complex to use. The average user is still not at all trying to do it. While the HDCCTV has a clear picture quality and does not require rewiring, the shipment is not enough and the price is still too high." In HDCCTV, HDDVR also has specific commercial products. It is expected that in the transition to IP and HD, the products of the two routes will become more and more sound.

Comprehensively, HD brings about changes in the industry. On the one hand, it is abundant business opportunities. On the one hand, it is a brutal competition that has to be faced. Everyone is back to the starting line to start a new round of competition. Whether it is to choose network HD or HDCCTV, it is necessary to become The winner must have the next effort.

Intensified brand competition This year's two major events brought to the infinite imagination of the local security industry: Digital China, which recently established its own brand of AMPON, won the “2010 CCTV Top 10 National Brand” trophy awarded by A&S, and listed company Hikvision. As of November, the market value exceeded 10 billion. . . . . . Local security companies’ actions have become more and more of a concern to the industry. With the strength of local companies, competition in the future may be even more intense.

It can be said that the rise of local brands is obvious to all, from the core devices to a complete solution to form a group of strong local forces, such as Hass Semiconductor, Hikvision, Dahua, China, Albert World, etc., regardless of the scale of sales , R&D, regional coverage, or the channel system and internal management have become increasingly powerful, and they have demonstrated the trend of becoming more and more brave. The foreign companies have also constantly recruited and expanded their market fronts and penetrated into the local market. According to Lin Yonggang, product director of Asia Pacific of Bosch Security Systems, they have more than 400 employees in the Asia Pacific region, and the Chinese region accounts for a large part, and will continue to increase investment in the Chinese market. In 2011, new services will be added. Department. Tyco has more than doubled its R&D efforts over the past two years and said it will continue to increase.

Both sides are assembling forces and ready to go. Objectively, the gap between local brands and foreign brands has become increasingly blurred. Although foreign brands mostly focus on the high-end market and focus on technological innovation and quality, local brands have entered the domain of foreign companies with the obvious quality improvement and flexible demand strain, and are becoming more and more active in the high-end market; while foreign brands also see the vastness of the market. The mid-range markets have expanded their products for mid-range and economic customers. It is expected that foreign businesses will have more measures to deal with the challenges of the local community next year, and this kind of fighting will become even more intense.

For security companies, the other thing to watch out for is the contest with the “foreign” forces. Although many security companies are complaining about the decline in profits, the current 15% profit is enough to attract the attention of many outsiders. Giant companies from telecommunications, IT, and home appliances, as well as powerful companies from the field of broadcast and video conferencing, have stepped in. Security has formed a new force. Unlike traditional security companies, they are well-funded and have standardized management. They have the strength to develop new business models, have obvious brand effects, and have the ability to manufacture on a large scale. Once they enter the market, it is very likely that they will bring a big wave of security brands.

In addition to the “inside” and “outside” contention, it cannot be overlooked that the competitive pressures faced by low-end and middle-end brands will be advanced. As the above-mentioned large-scale enterprise product lines are elongated, the distribution of tentacles is becoming wider and wider, and the industry is becoming more and more detailed, for medium and small-scale manufacturing companies, if they cannot achieve “small and beautiful”, they will face the threat of invasion. There are also industry insiders reminded that with the increasing number of listed companies in the security field, in order to rush performance, seize market share, it may also be a threat to small and medium-sized brands, only the formation of their own unique characteristics, the core competitive advantage of small and medium-sized brands can Get developed.

There are not many manufacturers in the industry that have really taken the industry route in the past. This year, with the entry of Hikvision and other manufacturers, the market for industrialized solutions has become more lively!

Earlier in the country, manufacturers operating the industrial market said that to truly do the industry, there are two points that must be possessed. First, the product line must be sufficient, and second, the accumulation of industry needs must be sufficient. The former is not difficult for many companies, because the product line can be expanded in many ways; the latter is the biggest threshold, which requires the manufacturers to really understand and explore.

When it comes to the industry, the focus is not only on security, but it should be able to provide a system that has added value to its business operations. Shenzhen Zhongxing Levi also belongs to the industry that went earlier. According to Xiao Donghui, the deputy general manager of the company, they always put user needs first. There are pre-sales and after-sales personnel in all provinces across the country, and they are deeply involved in the industry market. Excavate industry needs. If you want to operate the industry for a long time, this step is probably inevitable for every family.

Unlike pure product sales, industrialization is a vertical line. Once entered, its market has unlimited extensibility. Industry insiders predict that a full-fledged industry demand may become the biggest source of growth for the security market next year. After a preliminary exploration, the domestic market involves 40 industries, including banks, railways, transportation, airports, urban monitoring, schools, shops, factories, and border inspections.

Compared with the past, we are now holding on to the big industry. Now everyone thinks that every industry is a massive market, provided that the line is wide enough and professional enough. The industries that are generally favored next year are high-speed railways, subways, airports, schools, hospitals, and nuclear power. As the security awareness and purchasing power of users increase, the demand for civil security will gradually increase.

Market prejudice and reminders can be seen from this year, China's security market has returned to the high-growth era of 2007 and 2008. Most respondents believe that this trend will continue into next year. With deep application of the industry and sustained and rapid economic growth, benign factors such as IP and HD storm will actively promote the development of security next year. Through comprehensive analysis and multi-party verification, the industry growth rate in 2011 will probably be between 20% and 30%, among which, IP Manufacturers or large-scale expansion of IP business, the growth rate is expected to double or several times growth.

Specific to different product areas, each have different opportunities and uncertainties. The first is video surveillance, and each one is enriching the IP and HD product lines. The resulting sales increase will be significant. However, it is highly probable that several families will be happy and the analog market will be squeezed. How to deal with the IP and HD storms, the analog vendors should be tightly wound up.

What about the intercom market? According to statistics, there are still 6 million sets of houses currently under construction. Therefore, intercom manufacturers are generally optimistic about next year. However, what needs to be reminded is that it has been one year since the house was laid and the related effects will gradually reflect on the intercom. Can early orders be executed smoothly? Recently, some home appliance companies have also integrated the intercoms into their pockets. How much impact will there be on the intercom industry? In this exhibition, Jiale, Guanlin, Ziyaite, Di Nike, etc. have all come out with a smart control terminal system. What is particularly noteworthy is that Haier has made further attempts at this exhibition, such as installing cameras on refrigerators, installing alarms on air conditioners, and promoting the use of mass media, which makes us wonder if the smart home market next year will be Bring about a breakthrough?

Compared with the excitement of monitoring and intercom, the development of anti-theft alarms and access control is relatively conservative, and steady progress is its consistent style. The most anticipated value in this area is the provision of alarm operation services. The "Security Regulations" has been promulgated for one year. Will the spring of operational services market be the next year? At the same time, the needs of the alarm operation platform and the new business model formed around the alarm operation service also deserve attention. If RISCO will launch the SaaS service “RISCOServicePlatform”, the engineering firm will install the hardware on the front end, and other servers handed to the back end will gradually be promoted globally.

In the access control market, Zhao Jianbang, director of marketing for HID China, reminded, “Customers increasingly value the security of objects while also ensuring the security of information. The integration of physical and logical aspects will become more regular, and the security of access control will increase. The more fierce.” For example, Dell’s laptops have embedded HID technology, users can log in to the system by swiping cards, and cooperate with Sony through embedded modules. In the future, the integration of physical and logical applications will be even richer, and there will be more solutions for multiple identity recognition. However, whether the concept of mobile payment in the future can truly be widely used still needs to be observed.

In general, as long as the constitution is healthy, the development of the enterprise will rise as the industry advances. However, the hidden uncertainties should not be neglected. Only by doing a full range of preparations can we firmly grasp the business opportunities and take the lead in the industry!