China's security market is a siege. Domestic security companies want to open up foreign markets. Foreign companies want to enter the domestic market. Who can get a piece of it? The market research and hard product strength in the field is the key to creating a new market. Next, Xiaobian takes everyone to look at today's security "fairy" enterprises, how do you keep standing in the market?
When it comes to "Made in China", your impression is still cottage, cheap, low quality, I want to tell you that this has been turned over in the security industry. The quality of monitoring products of Haikang, Dahua, Yushi and other companies is not worse than that of foreign brands, and the after-sales service is also in place.
The products provided by domestic security manufacturers have no gap with the performance of foreign brand products, but the price of foreign brands is far higher than that of local products, and the local enterprises are more timely and effective localized service systems, making local companies Products have a unique cost-effective advantage over foreign brands. In the competition for strength, the rise of domestic brands and the situation of “weakness in the West†have been fundamentally reversed.
The development of the domestic market is becoming more and more saturated. It has become the consensus of many enterprises to go abroad to expand overseas markets. In recent years, leading enterprises in the security industry have plans to deploy overseas branches overseas and achieve good results, such as Hikvision. Vision, Dahua shares in some important international projects with high security level, Chinese security companies can take a share or even play a leading role; in some important international industry exhibitions, you can also see more Chinese security companies The figure of the overseas market is a challenge and an opportunity for Chinese security companies.
After more than a decade of development, China's security market is now at a critical moment in the transition from primary to mature markets. For China's security companies, how to adjust their strategies, transform and upgrade to cope with increasingly stringent market competition has become a problem that enterprises must think deeply. The first problem is to comprehensively consider the layout of security companies overseas, adapt to local conditions, make differentiated market countermeasures, and product quality is fundamental, and services must be icing on top of the demand, thus implementing localization strategies and adhering to channel diversification.
Key elements such as products and services, market-oriented strategies have been put in place, and follow-up in brand marketing can not be underestimated, maintaining a certain degree of exposure in major international security exhibitions, combining online and offline brand promotion, providing quality products and perfecting After-sales service system, adhere to technological innovation, diversify marketing channels, take an international brand strategy, and establish its own brand in the international market through long-term competition.
The "people" outside the siege want to come inAccording to Memoori's 2016 annual report, the total value of global physical safety products production is about 28.4 billion US dollars, an increase of 4.5% over 2015. In the past five years, this market has grown at a compound annual growth rate of 8.2% and has declined significantly over the past two years. The total amount of video surveillance products is about 15 billion US dollars; accounting for 53% of the overall market; access control products about 6.8 billion US dollars accounted for 24%; intrusion alarm is 6.6 billion US dollars accounting for 23%.
From “Pyleco†to “Axisâ€, now Haikang is the top spot in the global security market. From 2010 to now, under the fierce market competition, the top ten seats of foreign-funded enterprises in China's security market are decreasing, and the market share of foreign businessmen is gradually decreasing.
In order to fight the growing market, some security foreign-funded enterprises choose to cooperate with each other to realize the sharing and integration of resources in many aspects. such as,? Honeywell integrates its internal resources and launches an integrated security integration platform (HUS) and fire alarm system (FAS) integrated security fire protection solution. It has successively reached strategic cooperation with domestic enterprises such as Yuexiu Real Estate, Yanhua Intelligent, Golden Eagle and Huawei. Partnership; Tyco will transfer ADT's business in China to Dahua Security Management and transfer Tyco's global customers to Dahua Security to provide services in China. Bosch Security Systems and Sony have signed a business partnership to jointly develop innovative products and solutions for video security applications. Taking intelligent buildings as an example, Schneider Electric is committed to providing customers with security, home, building control, video surveillance, wall and other services. It displays a comprehensive and comprehensive solution for safe and intelligent buildings through lighting equipment. Multi-device integration and integrated control between alarms, webcams, mobile phones and the Internet for intelligent management; systems and devices can also automatically save energy in different environments, improving the smart energy efficiency of the home.
In addition to its strong resource integration capabilities, in the high-tech segment, foreign companies still occupy a strong market position with leading technology and innovation. For example, Honeywell's dust-proof and anti-corrosion cameras, riot camera covers, PARASCAN 180-degree and 360-degree panoramic cameras, RO-NEVision furnace monitoring systems, TSSM all-weather thermal cameras and other industrial security monitoring solutions and industrial cameras, in oil, Petrochemical, iron and steel metallurgy, electric power, mining and other industrial sites are still at the forefront of the world, and are special application products that domestic brands are temporarily unable to reach. At present, it has been adopted and favored by oil and petrochemical enterprises such as Sinopec, Qinshan Nuclear Power Plant, Nansha Oil Depot and Tuha Oilfield.
While building a cross-domain platform, many security foreign-funded enterprises are accelerating China's “localization†process. Up to now, most of the security foreign brands involved in the Chinese market have initially completed the layout in the Chinese market. Under the background of the establishment of offices, branches, logistics centers and factories, the new round of localization of foreign businessmen will be further improved.
Taking Bosch as an example, at present, the regional business divisions of Bosch's various product lines have been completely settled in China, and have developed a number of new products for the Chinese market. When it comes to production, Bosch Security's plant in Zhuhai is now the world's largest and most advanced plant, covering all product lines. In order to cater to local needs, Pyleco (foreign brand) has launched a suitable security solution for China to closely follow and meet user needs. Such as Pelco's "ChinaforChina" series of IP high-definition new products - iWIS1080P ultra-low illumination camera, for the needs of customers in China's domestic market, under the harsh lighting conditions of insufficient light, complex glare, etc., can still ensure Clear video.
In summary, in the future, foreign security companies still have a large market space in China. Although each security company has a different technical focus, it contains every aspect of security monitoring technology. All in all, as long as the company grasps the market demand and meets the requirements of customers, the new strategic orientation is the key to success in the security market.
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