Security market competition broke out

“Now the global economy is in a period of sluggish growth. Although it has gradually recovered in recent years, global economic growth still depends on the Asia-Pacific region, and the Asia-Pacific is also more worthy of anticipation in the Chinese market. Despite this year’s economic growth rate fluctuates, government-led security The market is still optimistic. Especially in 2013, with the objective dust, the infrastructure projects will be restored to the past vitality. Therefore, the security market in 2013 is conceivable.” In the interview, one This description of the Chinese security market in 2013 was made by the manufacturers. In addition to the stimulation and promotion of the infrastructure market, the upgrading of equipment and the application of new technologies in various industries also set off a new wave of system transformation.

Looking back at the security market in 2012, safe cities, smart cities, finance, transportation, airports, prisons and other industries still have potential hot areas. The first is the construction of a safe city with a large amount of investment and a large amount of capital investment. In addition to the old city of Shanghai, Beijing, and Guangzhou, an alarm and monitoring system that was built in the early stages will take shape. In the future, it plans to invest a lot of funds for the transformation and upgrading of urban equipment and systems. Ping An City of Guangdong is expected to launch the “Eye Eye Program” and the second phase of the construction of Safe City has been rolled out in some provinces and cities. For example, the Guangdong Province issued the “Three-year Plan for the Construction of Social Security Video Surveillance System in Guangdong Province (2012-2014)”. New goals and tasks: In the next three years, the province will add another 960,000 class I and II social security video image collection points. In addition, 2750 HD security security cardholders will be built; an additional 900,000 will be added in the next three years. The probe is expected to bring in 20 billion business opportunities, and another SD to HD plan will invest 10 billion, and it is expected to have 30 billion business opportunities.

In addition, the second and third-tier cities in recent years have provided more security-based security companies with more basis after the construction of video surveillance in safe cities. For example, in 2012, the Tianjin Municipal Public Security Bureau also issued the “Implementation Opinions on Strengthening the Construction of the Technology Prevention Network System in the City”, and proposed that 105,000 high-definition video surveillance sites and 900 high-definition electronic bayonet should be planned and built on the streets of the city. aims. In addition, with the construction of video surveillance in Pingcheng City entering the digital, network, efficiency, and management stage, Shanghai, Wuhan, and other places will strengthen the promotion of smart cities. Only the safe business opportunities brought by Safe City can be imagined. At the same time, in terms of policies, the state and local governments have also actively promoted them. For example, in June 2012, the Ministry of Public Security issued the Technical Requirements for Information Transmission, Exchange, and Control of Security Surveillance Video Surveillance Networked Systems, namely, GB/T28181 standard, and the guidance specification. The construction of a safe city network, and the release of "Digital Surveillance Technology Requirements" by Shanghai in late 2012, and implementation on January 1, 2013, etc.

In addition, in the fields of finance, airports, and prisons, there has also been a surge in the application of new technologies. According to the author's understanding, in the Twelfth Five-Year Plan, the state invested hundreds of billions of dollars in the construction and expansion of new and old airports, in addition to banks and prisons as high In the security industry, with the improvement of infrastructure, the demand for networking, management, and intelligence is gradually on the agenda of transformation. These areas also give more expectation for the application of new technologies, such as the SLOC technology introduced by Sony and the shares of Dahua. HDCVI, has promoted the users of these industries for high-definition and network technology applications.

The trend of industry subdivision strengthened At present, the security industry is in the process of brand convergence. In the meantime, the share of security equipment vendors has continued to expand. On the other hand, the market share of some small and medium-sized integrators and engineering companies is under heavy pressure, and the market reshuffles. In China, two types of manufacturers gradually evolved: One is a company that focuses on the development and construction of certain systems, such as monitoring, access control, or access control, such as Jingyang, Tongfang Ruian, Jieshun, etc., and focuses on certain industries. For some specific industries to provide a complete solution, one is a variety of systems such as monitoring, access control, anti-theft alarm, etc. for large packages, similar to Hikvision, Dahua shares, to launch a comprehensive occupation of various industries. “Integration and industrialization have always been the trend of security development. The demand for each industry varies greatly. Whoever wins the recognition of the industry customers and deepens the industry can stand firm in this industry.” said one industry player.

In the face of such a strong competitive situation, it is not easy for traditional security vendors to focus their efforts. On the one hand, they need to expand and subdivide more industries. On the other hand, they must fully integrate the business needs of industry users and build up a deep brand in certain industries. With influence, it will be able to make certain industry markets do a thorough job, in order to maintain their strength in this brutal competition. Liu Zhiqiang, deputy general manager of Suzhou Keda Technology Co., Ltd., mentioned: “At this level of the solution, this year we have deeply cultivated several of our key industries and opened up a new industry for public inspection and education. This makes the solution a driving force for Kodak. We have achieved better results, and this year we have further segmented it in the cable industry, like the courts and the procuratorates also have different subdivision solutions, and in the education industry has also introduced a three-in-one concept. The second is the remote exam of the exam and the third is for the security of the school. This triad is welcomed by users. We will also develop one or two new industries every year."

At the same time, differentiation is also a key point in providing industry solutions and establishing a foothold in the security market. As a company that cuts into the security market from the digital domain, it is very important to understand and establish a strategy for the development of the security industry. Peng Xiang, deputy general manager of Shanghai Panorama Co., Ltd. thinks : "Most companies invest in security monitoring and hope to help them do more things. High-definition video can not only play a security role, but also help enterprises improve production efficiency, increase profitability and improve product quality. For example, we provide The solution can achieve pre-intelligence pre-checking, linkage processing, and post-warning in advance.” In addition, in the wireless security market, we have also seen some vendors strive to use their own characteristics of the program advantages, such as Shenzhen Hongdian Technology Co., Ltd. in this The integrated smart terminal solutions introduced at the exhibition not only provide services such as local video storage, remote video surveillance management, vehicle location management, and driver driving record functions, but also provide wireless smart phones if the long-distance 3G signal is good. Internet access, security, management, Entertainment and so on.

IP Camera & NVR, the key year of branding, has ended at the end of 2012. Through this year's observation, our greatest experience is that IP products and technologies are no longer on paper. On the one hand, IP product technology has gradually improved and matured in practical applications. On the other hand, the price that users have previously been concerned about is high. After continuous improvement, it has gradually become popular. Even manufacturers have introduced economical, cost-effective, 1,000-rated IP cameras and NVRs, and they have been educated along with market channels and various aspects. Perfection, the user's acceptance of IP products is getting higher and higher, many manufacturers said that the proportion of total sales of IP products is increasing, such as Keda Liu Zhiqiang mentioned: "The company's income more than 90% from IP HD, In addition to some market share in some lower-end market DVRs, few customers have chosen such a system in the past two years. Nowadays, the users are basically high-definition, 1080P to 2 million high-definition. Liu Zhiqiang stressed that . In this context, we must believe that the competition between IPC and NVR will enter a new situation next year.

From the current point of view, more and more manufacturers join the IPC and NVR product warfare camps, NVR's product specifications are getting more and more tidy, and the 10% decline rate quickly cuts prices, and secondly we see Hikvision, Dahua shares Such large companies quickly improve the front-end and back-end product lines and launch attacks on important industries. Undoubtedly, some software and hardware manufacturers have formed tremendous pressure. Companies that can stand out in this competitive situation are companies that provide overall systems and various solutions, such as Kodak and Yushi. They have certain accumulation in the industry market and brand influence. One is long-term, Focus on IPC, have a deep understanding of technology, such as Axis, Sony, Panasonic, etc., have high brand awareness in some high-end industries such as banks, airports and other fields, and have long-term brand in a certain industry and Technologically-accumulated companies, otherwise lacking a market base and lacking technical strength, will face great challenges in the IP market.

Just as one manufacturer analyzes, the largest market for DVRs is 16, 32 channels. With the popularity of IP and high-definition markets, the application speed of NVR has accelerated significantly. However, in the era of system integration, how to maintain the status in the new market has become an important matter. There is no doubt that one professional believes that with the continuous integration of security large-scale companies, the horizontal and vertical development of security business in the future, the mainstream trend has been very Obviously, IPC and NVR are mainly competing with Hikvision and Dahua, and the rest will survive and continue to grow the company. They must occupy the top position on the main line of IPC+NVR, otherwise they may be left behind.

In the new security era, after the platform vendors have positioned their own security market towards integration and systemization, it is indeed more and more important for the platform to play a role in the project. This is a good news for platform vendors, but at the same time we also see some Large-scale security vendors such as Hikvision, Dahua, and traditional security hardware manufacturers have launched their own series of platforms, and have taken advantage of market share, channels, and capital to have more advantages in industrial solution development. For this reason, we also Seeing that the platform vendors have demonstrated their powers and determined the competition strategy in the new market, the reshuffle of the platform market began.

Kodak, Yushi, etc. as a starting point for the overall solution, the product line covers the front-end to the back-end, mainly to provide customers with software and hardware solutions, the other is focused on the development of software platforms, such as the East Sheng Yihua, Rui Jie, Sobey, etc., and in the washing of these platforms, the marketers have also chosen different marketing strategies, have taken the industrialization route directly, and even went to the integrator's stronghold to discuss projects with Party A, such as the East Netpower has long been focusing on the public security project field, and has gradually assumed the framework of the planning project independently. Ruijie and Sobey have begun to take the industrialization route. For example, Ouyang Ruizhang, general manager of Sobey mentioned: The market network and industry exhibition, while opening up our platform, now we can access thousands of front-end, in addition to safe and secure cities, key industries such as transportation, finance, energy and other key industries, as well as civilian, small and medium-sized industries.” In addition to its focus on general-purpose platforms, Jet has also gradually tried to find some market segments that meet the needs of development, such as industries with large security requirements and abundant capital. On the one hand, Zhongsheng Yihua focuses on the common platform, followed by the establishment of a cooperative relationship with SI and solution providers in the industry, and continuously expands its OEM partners.

It can be seen that under the guidance of the huge market capacity, the integration of software and hardware in the security industry will continue to intensify, and the industry channel chain will still be distorted. Whoever will survive or continue to grow will become a watershed in 2013.