Introduction: China's security market is the largest in terms of monitoring market, monitoring products with DVR and camera market is the largest, DVR companies leading the Hikvision, Zhejiang Dahua, Hanbang Gaoke three companies are the strongest, and now they have achieved From the back end to the front end, according to the industry development trend, they are growing into the top three local integrated monitoring equipment manufacturers. Here, this article first analyzes the development history of DVR product manufacturing.
How to define Hikvision, Zhejiang Dahua, and Hanbang High-tech for China's top three manufacturers in terms of transition from DVR manufacturing?
Based on the above analysis, we can determine that in China's DVR market, Shanghai Kangwei, Zhejiang Dahua, and Hanbang High-Tech have become well-deserved top three. But why did the author define three of them as the top three for local monitoring and manufacturing? The reason is as follows:
In monitoring products, the ratio of back-end equipment and front-end equipment is the largest (without considering the transmission wire part), and the advantages of the three companies have been clearly demonstrated in the back-end equipment. In the front-end camera equipment, there are many processing and manufacturing companies in China, and some sales are relatively large (companies with more than 100 million yuan in annual sales are estimated at about 50), but the lack of core competitiveness is the most obvious. The problem is that most of the related camera companies are processing companies, not R&D and manufacturing companies, and they lack the ability to master their own core technologies (the homogenization of fast ball electromechanical manufacturing technology); secondly, these are traditional camera manufacturers of a certain scale. The largest number of the top ten export-oriented markets (maintenance and export) is mainly in the domestic market, and the proportion in the domestic market is less than that of export (mainly in domestic sales, mainly OEM sales, but domestic sales of self-owned brands of fastball manufacturers are relatively large). From the point of view of the proportion of brand products sold and visibility, most of the traditional camera manufacturers do not have the characteristics of the dominant brands (fastball manufacturers have more advantageous brand enterprises); Third, when the camera products go from analog to IP, to the manufacturers New requirements have been put forward for the development and manufacturing of IP technologies. This is a weakness in the development of many traditional camera companies, even if IP Camera in the low-end product line, sooner or later to modular processing form, it can not change many camera manufacturers lack the independent status of plant technology and innovation. Therefore, individuals believe that the traditional analog camera business community is characterized by large and not strong (in which the fastball manufacturers have a little further development of the weak state).
Therefore, the enterprises represented by Hikvision, Zhejiang Dahua, and Hanbang Gaoke will have a good technological advantage over traditional analog camera manufacturers in seizing the opportunities for analog cameras to turn to IP cameras. After all, their R&D team works with codecs, DSPs, and communicates with various upstream chip vendors. It is also relatively easy to transition to R&D and manufacture of IP cameras, including analog camera manufacturing (especially when it comes to DSP ) There are also certain advantages. At present, these three companies have launched their own analog, IP camera product line.
From the market point of view, when a R&D company develops a good product, the most difficult problem it faces is how to quickly bring the product to the market and use its own marketing team to lead the partners in all sectors to sell branded products. The rapid development of the strategy is an advantage that most traditional analog camera manufacturers do not have. Relevant fastball manufacturers have good similar resources, but many of them are still stuck in the process of moving to IP products, and the products mainly focus on fastball and the product line is relatively single. Therefore, the resources of the three representative companies in the marketing and market that are identified in this paper will contribute to the sales of their camera products. Currently, we can see that Hikvision's camera products have achieved outstanding performance in 2009, and the brand influence in the camera field. The force is rapidly expanding, followed by Zhejiang Dahua also performed well, and Hanbang Gaoke also made rapid efforts.
Here, we must also emphasize the importance of the team to the enterprise. At the Hikvision Enterprise Forum of the Year, six years ago, the author pointed out that the success of Hikvision originated from the success of its technology, but later the author changed. It is believed that the success of Hikvision is due to the success of its team. This team is a team structure that integrates research and development, marketing, marketing, management, operations and other classification talents, including the organizational structure of the team and a complete corporate culture. In the same way, Zhejiang Dahua and Hanbang Gaoke both have a similar team structure and show the differences of their respective companies. If we compare the teams of these three companies with the camera companies, we can show the strong advantages of the three companies. Of course, the monitoring system software vendors or platform vendors also have relatively good teams, but they are not the type of monitoring equipment manufacturers for this review. This group will be analyzed later.
Based on the above analysis from the perspective of the industrial development process, the author believes that the top three companies that monitor manufacturing in China are Hikvision, Zhejiang Dahua, and Hanbang Gaoke. And in later review articles, further elaborate on other aspects.
The perfection of marketing and service system is the basis for enterprises to respond to market demand, and it is also the most direct determining force for the competitiveness of competitive enterprises.
Evaluating companies are stronger or weaker in the industry. In addition to their technical skills and manufacturing capabilities, they must ultimately perform at the level of market sales. According to the 2009 sales scale, Shanghai Conway, Zhejiang Dahua, and Hanbang Tech ranked the top three DVR product sales. Behind this marketing data, what we are seeing is the deep settlement of the complete network system and resources of these three companies in marketing.
In the security industry, there are two strategies for building a marketing system. One is that foreign companies establish distribution channels covering the national market through distribution agents, or participate in the expansion of some industry markets; the second is the strength and sustainable development of local enterprises through long-term Work, establish a self-support system covering the national market (or integrate with the distribution agency system). These two models are based on the difference in core competencies and market strategies between foreign and local companies. Local companies have labor cost advantages and have the advantage of being close to the market for marketing and service. Therefore, they are guided by brand sales strategies. The advantages of the local companies more than choose an independent marketing system architecture model. Of course, the premise is that local companies adopting this strategy have sufficient strength and good marketing system management methods. After all, in reality, most local manufacturers do not have core competitiveness and lack of good brand planning and promotion capabilities. The marketing system is disorganized.
Analysing the marketing structure of Hikvision, Zhejiang Dahua, and Hanbang Gaoke, we can see that they all have their own complete national branches and agencies. Based on the branches, various types of distribution agents have been established, and there are a large number of Core integrator partners in the industry, and carrier partners such as Telecom and Unicom. Under such a marketing system structure, the three companies have a large number of self-owned and external marketing teams in the market, and their technical support systems are well distributed. As a result, the market’s rapid promotion and influence are also expanding. When the industry's competition enters the core business, When its supporting partner groups start group-based competition, the advantages of these three companies will further increase. Conversely, the lack of such resources will greatly affect the competitiveness of enterprises.
On the basis of a sound marketing system, companies can effectively promote brand publicity, technical support, and pre-sales and after-sales services to the first-tier market, and the information flow on the market can quickly interact with corporate feedback. This is a perfect marketing system. Bring a big advantage. Therefore, the three enterprises of Hikvision, Zhejiang Dahua, and Hanbang Gaoke have completed their long-term construction work on the marketing system and completed the deep accumulation of market resources. At the same time, they also have their own industry major customer departments to expand the target industry market, and further establish the company's dominant position in the industry market.
Based on the work of marketing systemization, it is relatively easy for market promotion and promotion work. For example, Hikvision, Hanbang, and Dahua of Zhejiang each have their own national city tour promotion activities. Due to the perfect system, they even The promotion activities in different cities can be held in the same period, which greatly increases the speed of promotion. Once a new product can quickly reach the terminal market through the channel system, faster than advertising, this is not the same place as ordinary companies, but also where ordinary companies can not do. And they unified and standardized publicity network, but also for the company's brand image added points, the construction of the brand also played a behavioral level to enhance the role.
How to define Hikvision, Zhejiang Dahua, and Hanbang High-tech for China's top three manufacturers in terms of transition from DVR manufacturing?
Based on the above analysis, we can determine that in China's DVR market, Shanghai Kangwei, Zhejiang Dahua, and Hanbang High-Tech have become well-deserved top three. But why did the author define three of them as the top three for local monitoring and manufacturing? The reason is as follows:
In the monitoring products, the ratio of back-end equipment and front-end equipment is the largest (without considering the transmission wire part), and the advantages of the three companies have clearly shown in the back-end equipment. In the front-end camera equipment, there are many processing and manufacturing companies in China, and some sales are relatively large (companies with more than 100 million yuan in annual sales are estimated at about 50), but the lack of core competitiveness is the most obvious. The problem is that most of the related camera companies are processing companies, not R&D and manufacturing companies, and they lack the ability to master their own core technologies (the homogenization of fast ball electromechanical manufacturing technology); secondly, these are traditional camera manufacturers of a certain scale. The largest number of the top ten most foreign-selling markets are mainly (OEM sales), and the proportion in the domestic market is less than that of export (mainly domestic sales are mainly OEM sales, but the sales of self-owned brands of the fastball manufacturers are relatively large). From the point of view of the proportion of brand products sold and visibility, most of the traditional camera manufacturers do not have the characteristics of the dominant brand enterprises (fastball manufacturers have more advantageous brand enterprises); Third, when the camera products go from analog to IP, to the manufacturers New requirements have been put forward for the development and manufacturing of IP technologies. This is a weakness in the development of many traditional camera companies, even if IP Camera in the low-end product line, sooner or later to modular processing form, it can not change many camera manufacturers lack the independent status of plant technology and innovation. Therefore, individuals believe that the traditional analog camera business community is characterized by large and not strong (in which the fastball manufacturers have a little further development of the weak state).
Therefore, the enterprises represented by Hikvision, Zhejiang Dahua, and Hanbang Gaoke will have a good technological advantage over traditional analog camera manufacturers in seizing the opportunities for analog cameras to turn to IP cameras. After all, their R&D team works with codecs, DSPs, and communicates with various upstream chip vendors. It is also relatively easy to transition to R&D and manufacture of IP cameras, including analog camera manufacturing (especially when it comes to DSP ) There are also certain advantages. At present, these three companies have launched their own analog, IP camera product line.
From the market point of view, when a R&D company develops a good product, the most difficult problem it faces is how to quickly bring the product to the market and use its own marketing team to lead the partners in all sectors to sell branded products. The rapid development of the strategy is an advantage that most traditional analog camera manufacturers do not have. Relevant fastball manufacturers have good similar resources, but many of them are still stuck in the process of moving to IP products, and the products mainly focus on fastball and the product line is relatively single. Therefore, the resources of the three representative companies in the marketing and market that are identified in this paper will contribute to the sales of their camera products. Currently, we can see that Hikvision's camera products have achieved outstanding performance in 2009, and the brand influence in the camera field. The force is rapidly expanding, followed by Zhejiang Dahua also performed well, and Hanbang Gaoke also made rapid efforts.
Here, we must also emphasize the importance of the team to the enterprise. At the Hikvision Enterprise Forum of the Year, six years ago, the author pointed out that the success of Hikvision originated from the success of its technology, but later the author changed. It is believed that the success of Hikvision depends on the success of its team. This team is a team structure that integrates research and development, marketing, marketing, management, operations and other classification talents, including the organizational structure of the team and a complete corporate culture. In the same way, Zhejiang Dahua and Hanbang Gaoke both have similar team structures and show the differences of their respective companies. If we compare the teams of these three companies with the camera companies, we can show the strong advantages of the three companies. Of course, the monitoring system software vendors or platform vendors also have relatively good teams, but they are not the type of monitoring equipment manufacturers for this review. This group will be analyzed later.
Based on the above analysis from the perspective of the industrial development process, the author believes that the top three Chinese companies that monitor manufacturing are Hikvision, Zhejiang Dahua, and Hanbang Gaoke. And in later review articles, further elaborate on other aspects.