Security industry continues to bullish

The Pacific security market is not only a “wind vane” for security products, but also a barometer for the development of the security industry. Recalling 2011, such as the price rise of chips caused by the Japan earthquake, price competition in the DVR market, hard disk prices due to floods in Thailand, the opening of a new district trial in Chongqing Pacific, the participation of the Pacific Security Group in Shenzhen, the top ten shops, security Oscars Selection and so on. There are market changes caused by supply changes in active companies, and brand companies have seized the price competition reflected in the market; both emerging markets such as the rise of the southwest market have also received various awards. In order to understand the trend of the security market and the development trend of the security industry since the beginning of this year, “Pacific Security” interviewed a number of companies in the current period and combined their development status with you to analyze the security industry trends for reference only.

The voice of the company Shenzhen Yangbangying Technology Co., Ltd. Marketing Manager Yang Haiying Xingbang Weike is a company that researches and develops infrared lamp panels. According to Yang Haiying, early in the development and production of infrared cameras, Xingbang Vico learned that There are a lot of quality infrared light board products on the market, this is a market vacancy, so from 2007, Xingbang Weike is committed to research and development and production of high-quality infrared light board. In the past 2010, the market share of infrared camera products increased to 30%, and Hsinbang Weike has successfully developed a third-generation array-type lamp panel, which has received a lot of attention in the market. The influence gradually expanded. Since 2011, due to factors affecting the price increase of raw materials, the profitability of enterprises has been compressed, but Yang Haiying said that since 2011, Xingbang Weike has paid more attention to cost management and reduced production costs than ever before, although profit margins have been compressed. , but not much affected. Based on the current market conditions, Yang Haiying said that Xingbang Weike will continue to strengthen R&D on the shortage of infrared lamps in the future, and at the same time pay attention to market trends and develop new products, such as more energy-efficient infrared light panels, to cover more customers.

Lin Yanbo, general manager of Shenzhen Guoxingda Technology Co., Ltd., is a company that produces R&D DVRs and HD cameras. According to Lin Yanbo, as domestic Hikvision, Dahua lowered the price of DVR, and compressed product profits, the overall price level of DVR fell by about 30% in 2011, and the market share of these two manufacturers accounted for only 70%. , causing great pressure on other domestic DVR manufacturers. For example, Hikvision’s price measures adopted to expand its market share have caused many DVR manufacturers to directly transition in the past year. The profit level of low-end DVRs has been reduced to about 10%, reflecting that many of the Pacific security markets are SMEs have not made DVR products and turned to such directions as infrared lamps and high-definition cameras.

Lin Yanbo, an engineer, said that the overall understanding of the security market is now clearer. In the past, manufacturers only paid attention to the competition of single products. The research and development of new products and the price competition of products did not solve the needs of customers. Lin Yanbo believes that security products, especially surveillance products and digital consumer products, are different, and customer applications often have more personalized needs in different scenarios and different environments. More and more companies have realized that single product competition is outdated. Now is the era of application of competition. In addition to their efforts in their own strengths, manufacturers also need to achieve personalized customization for the needs of customers. It is based on the different solutions for customers and the positioning of their products in the high-end market, to deal with the DVR price decline, Guo Xingda has not been much affected. For the future development of Guoxingda, Lin Yanbo said that Guoxingda will still focus on the Huixing brand to enhance its own quality.

Jiang Xidong, Marketing Director of Huizhou Baituli Industry Co., Ltd., is a professional enterprise engaged in R&D and manufacturing of video surveillance cameras. Compared with 2010, Jiang Xidong said that the sales growth of Betouli in 2011 was faster. In 2012, Betu Lai plans to focus on agents and distributors in market development, assisting in guiding agents and distributors into standardized management, guiding customers in developing local markets to increase sales capacity, and training agents and dealers' technologies; Through the above three aspects, improve the team cohesion and market competitiveness of partners.

Jiang Xidong believes that with the development of the video surveillance industry, millions of HD will be further implemented. From the situation of Shenzhen Anbo Expo and the Pacific Security Professional Market, many manufacturers have introduced millions of HD cameras. In the past, high-definition was more of a concept for manufacturers to promote. Now, high-definition is already the main product of vendors. This important leap from concept to product will surely promote the development of the video surveillance industry in 2012. Jiang Xidong believes that with the wide application of surveillance cameras, video camera manufacturers are extremely competitive. Camera products have become more and more subdivided, diversified, and personalized. Gun-type cameras, high-speed cameras, and integrated camera models have been continuously enriched, and high-definition cameras are developing rapidly and unstoppable.

Shenzhen Wanye Security High-tech Co., Ltd. Marketing Director Wan Fengchi Night Wolf Security is a company that researches and develops and sells anti-theft alarms. For the performance since 2011, Wan Fengchi said that Night Wolf Security has achieved overall sales since 2011. The increase of about 30% has been completed last year's forecast. Wan Fengchi said that compared with the past, the effect of China Merchants Marketing showed a declining trend. This year's main growth comes from online operations, and this part of the additional profits is high, the prospects for development are large, and other growth comes from online marketing. Based on agent development. For the next year's plan, Wan Fengchi said that Night Wolf Security will continue to innovate in marketing next year, mainly in the primary market, and is expected to achieve a growth rate of 40%-50%.

For the development of anti-theft alarm products, Wan Feng Chi thinks that the recently launched network alarm is not mature in market application. Night Wolf Security is still using GSM alarms as the main product. In the specific sales situation, middle-level products such as GSM alarms currently account for about 60% of the night wolf security sales and contribute about 50% of the profits. Although the high-end products, although considerable profits, but sales have not yet made major breakthroughs, accounting for only about 10% of night Wolf security sales. Wan Feng Chi believes that the future trend of anti-theft alarm products will be based on subtle functional innovations, such as 3G video alarm, for 3G transmission, with the number of domestic 3G users breaking the 100 million mark in the near future, the 3G transmission mode into the anti-theft alarm products Through the 3G network, users can realize real-time video connection to view alarm conditions, so as to better understand and control the anti-theft alarm system. The 3G video alarm has broad prospects.

Shenzhen Zunzun Digital Technology Co., Ltd. Technical Director Zou Wei Shenzhen Tongzun Digital Technology Co., Ltd. is a company that provides digital HD video surveillance solutions and products. According to Zou Wei, Tongzun Digital achieved an overall growth of 80% since 2011, which exceeded the previous year's expectations. The growth mainly comes from sales of HD products. At present, the products of Tsz Digital’s products are mid to high-end products, and they do not involve low-end products for the time being. The product lines cover front-end cameras, NVRs, platforms, IP storage, and full-package solutions.

From the aspect of customer demand, the future development direction of the solution will be industry subdivision and professional module subdivision. In this regard, Zou Wei said that Zunzun Digital is a professional video surveillance solution and product supplier, so there are many personalized customizations in this piece of the solution, such as transportation industry solutions and financial industry solutions. For the prevalence of solutions, Zou Wei said that the current market competition has shifted from the single product competition to the application of the competition, the same respect for the digital will continue to uphold the security industry and application scenarios, tailored to the customer's highly integrated security system, in-depth Understand the needs of industry users and continue to innovate on this basis to provide users with professional end-to-end video surveillance solutions.

Security Industry Development Trends Through interviews with companies in the security industry above, we can understand:

1. The single-product competition has turned to integration, and the overall solution to provide one-stop service competition has shifted from single-product competition to application competition. This is the consensus of the person-in-charge of the interviewed companies. As a result, more and more companies are joining the ranks of solution providers. At the Shenzhen AMB, Hikvision, Dahua, Samsung, Sony, Bosch, Honeywell, Tyco Security, Digital China and other companies have raised the banner of "integrated solutions." In practical applications, the concept and important role of the solution and system platform have been increasingly recognized by the market. Security industry from a single product to integration is the inevitable result of the development of the industry.

2. Security products are high-definition, intelligent, energy-saving is the direction of high-definition: from the concept to the product, I believe that the hottest vocabulary this year than HD, whether it is the market trend or everywhere HD products, HD can be said to implement 2011 Security industry trends.

Smart: Security intelligence has been widely used in some industries, such as banking, factories, hospitals and other fields. There is still a long way to realize intelligentization of security products. Security intelligence has a lot of room for development. The development of intelligent security requires the entire security industry to work together, but the intelligentization of security products is an inevitable direction.

Energy Saving: As the energy crisis becomes more and more prominent, energy-saving products have become the future product development trend, and the domestic security industry has extended its products to this area. Features such as high density, high speed, low voltage, and low power consumption are examples of the energy saving and environmental protection of security products. From the current point of view, energy-efficient products are both a market demand and a market trend.

3. Security image stores and other marketing models continue to explore the current status of the Pacific security market. From the interviews with several companies in the Pacific security market, we learned that the company’s performance in the first half of 2011 was basically the same as that of the same period of previous years, with a better change in the second half of the year and achieving expectations. Profit growth. Some of the companies exhibiting at Shenzhen AMB said in an interview that the effect of the AMB was basically the same as that of the market. Several happy families, some interviewed companies said that sales this year are not as good as before. Not long ago, the first wave flagship flagship store settled in the Pacific security market, relying on the industry status and customer traffic in the Pacific security market, wave grain figures will wave flagship store as a showcase and promotion of millions of HD products. On the whole, the security product marketing model is still being explored.

4. The rise of the civil security market and the great potential of the secondary and tertiary cities' security market Since 2011, the security industry has been affected by foreign debt crisis and natural disasters, domestic inflation and price competition, and the domestic security industry has maintained an annual growth rate of about 15%. It can be seen that the domestic security industry is developing strongly. Benefiting from the gradual increase in the demand for security products in the domestic market, the security markets in the second and third-tier cities in China are gradually expanding. The market competition in the primary market under the separation of big brands has become increasingly saturated, facing the domestic market of secondary and tertiary cities. The rise of foreign companies also introduced high cost-effective products to seize the market, such as Honeywell's "Vivid" series of products. Correspondingly, such as the military's expedition to the West, the development of the southwest security market is one of the strategies that domestic companies have responded to.

Many manufacturers have realized the importance of civilian security in this area. From the previous wait-and-see point to the attempt to promote, while continuously improving quality and strengthening technology, they gradually reduce costs and make the high-end go to the civilian, low-end market.

Conclusion As a whole, the development of the domestic security industry has both opportunities and challenges. In addition to strengthening its own strength and achieving a full-scale breakthrough in product function technology, domestic companies need to integrate products and industries, improve service standards, and provide first-class services to customers. As the domestic security industry achieves sustainable development, there is still a lot of room for the development of the security industry.