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 becoming the top three enterprises in the local integrated monitoring equipment manufacturing. This article analyzes from the perspective of monitoring back-end to front-end manufacturing extension - from back-end to front-end
China's security market is the largest in terms of monitoring market, monitoring products with DVR and camera market are the largest. DVR companies are leading the Hikvision, Zhejiang Dahua, and Hanbang high-tech companies are the strongest, and now they have achieved a The process of end-to-end front-end, according to industry development trends, they are becoming the top three enterprises in the local integrated monitoring equipment manufacturing. This article analyzes from the perspective of monitoring back-end to front-end manufacturing extension.
The key elements of the camera manufacturing business and the advantages of Hikvision, Zhejiang Dahua, and Hanbang Gaoke
At present the majority of China's domestic camera manufacturers are big but not strong, not strong performance is mainly reflected in the absence of upper reaches of master core technology, more promotion in the processing and assembly and manufacturing experience, fast ball manufacturer in previous years, although some master The electromechanical technology, but now, the electromechanical technology of fastball basically does not have much barriers to entry, and the vast majority of makers of fastball movement products are used in Japan and do not have their own fastball “coreâ€. Therefore, it is technically difficult for traditional analog camera manufacturers to establish strong positions in current or future markets.
When product technology shifts from analog to IP, China's back-end equipment manufacturers have more opportunities. Because the relevant DVR/DVS vendors have been doing codec technology, they are familiar with the in-depth docking and technical optimization of DSPs, and have accumulated considerable experience and skills at the application layer. Judging from the development trend of IP cameras, CMOS will become the core imaging component of IP high-definition cameras. This component is currently available from multiple suppliers around the world, breaking the previously narrow upstream supply structure. At present, CMOS upstream suppliers compete with each other. The development of more optimized next-generation products to downstream manufacturers, the breadth and openness of this upstream product, provides downstream manufacturers with further development possibilities. Therefore, Hikvision, Zhejiang Dahua, and Hanbang Gaoke, which currently have advantages in back-end equipment and have accumulated years of R&D technology, experience, and teamwork, have opportunities to play and have the advantage base to become strong. The launch of a series of IP cameras and IP HD cameras is not surprising.
The reason optimistic Hikvision, the back-end equipment manufacturers Zhejiang Dahua, Hanbang become a strong field, led by local Chinese camera manufacturers, the main one is traditional analog video camera manufacturers do is processing and assembly work, lack of DSP (or ISP) The accumulation of basic technologies on this link, and vice versa, back-end equipment manufacturers have the technical foundation of image processing, and have their own research and development team as the basis, so they have the technical strength to extend to IP cameras; The market of IP cameras should be opened. According to the relevant enterprise models that are currently operating successfully, front-end and back-end products must be supported. At present, the supporting mode through external third-party equipment is not yet mature. From the current application form, the digital-analog hybrid system occupies the market. In the mainstream market, the DVR/DVS product is the protagonist of the application. As a back-end equipment supplier, it has a deep understanding of the access of the front-end analog camera. Therefore, vendors with autonomous back-end devices will have certain advantages, and such back-end device vendors are far better than traditional local analog camera manufacturers in their integration of front-end and back-end technologies, storage management, and system software application understanding. The person is not at all in one grade.
In the analog video camera manufacturing process, because the upstream manufacturers basically modularize the product, the difficulty of manufacturing is not great, but the Chinese manufacturers’ technical voice is not strong. However, if you cut into the development and manufacturing of one machine, there is a certain degree of technical difficulty, but the most critical link of the one machine is on the DSP. DVR manufacturers have an advantage in this field. Therefore, Hikvision has been focusing on the development of all-in-one products since 2004. At the same time, it has developed analog cameras such as dome cameras. At present, it has established a complete analog camera product line, followed by Zhejiang Dahua. Good performance, Hanbang High-tech also introduced analog camera product line this year. For manufacturing base has a complete back-end equipment manufacturers, they can quickly finish the way traditional analog video camera manufacturers in the manufacturing sector for many years through both analog and IP cameras, and fast to achieve transcendence, is already present Hikvision Have achieved good results.
There are many manufacturers of back-end equipment, but why do we think that Hikvision, Zhejiang Dahua, and Hanbang Gaoke will have advantages and become strong players in the field of intervention camera manufacturing? In addition to the accumulation of R&D technology and manufacturing experience, it has to be analyzed from the perspective of market coverage and enterprise system resources. Careful analysis of the sales model of Hikvision and Zhejiang Dahua on the camera products can reveal several major features: First, brand marketing, which is different from the traditional model of analog camera manufacturers based on OEM sales (a lot of fastball Manufacturers are also mainly based on brand sales models. Second, self-owned channel marketing is the main difference, which is different from traditional analog camera manufacturers relying on external channels of sales ability and promotion enthusiasm, once the emergence of cooperation issues against the manufacturers is relatively large; before and after the end product of integrated marketing, pulling each other, which is the ability of traditional analog camera manufacturers do not have; Fourth, relying on their own deep resources in various market segments expanded, with the direct target users and engineering integrators tight butt. These major characteristics are based on their complete marketing channels and market resources. After all, several back-end equipment manufacturers headed by Hikvision, Zhejiang Dahua, and Hanbang Gaoke have their marketing systems on the security market. And the market coverage is the most extensive, which is a rare resource, and it is also the basic platform to promote the rapid growth of its front-end product business. Therefore, they can become the strongest player in the field of camera manufacturing.
The trend of brand sales and application of analog and IP camera products has provided the advantage back-end equipment manufacturers with opportunities to become strong players in the field of camera manufacturing.
In the field of analog cameras, why is it difficult for Chinese domestic manufacturers to become stronger? The main reason is that there is no core technology, no effective marketing strategy and resources, and everyone is homogenized and concentrated in the low-end market competition. In this environment, no good brand manufacturer can be cultivated.
But why has there been more than a dozen outstanding companies in the field of fastball manufacturing, mainly when the core fastball manufacturers have risen? The mechanical and electrical technology of fastball is not as homogenous as it is now, so these fastball manufacturers have a certain market The initiative is in a relatively strong state. In addition, these core fastball manufacturers are basically successful in brand marketing and marketing system construction. On the contrary, many local camera manufacturers that lack technology and have no independent brand and marketing system can hardly grow into strong players. According to these analyses, it can be deduced that to build an advantage brand on camera products in China's domestic market, companies need to have several elements: they can master certain core technologies, have excellent brand awareness, and have a perfect marketing system and marketing. Team, technical service team. Based on this analysis, the back-end equipment manufacturers have a basis for involving in the analog camera business, and their comprehensive technical support and service teams, as well as the marketing network close to the front-line market, can also solve the orders that have always been the most dissatisfied with the engineering integrators. Period, pre-sales support, after-sales service, product maintenance and other issues. Then, companies such as Hikvision, Zhejiang Dahua, and Hanbang Gaoke have the opportunity to become powerful players.
In the field of IP cameras, there are currently many analog camera manufacturers in the follow-up and manufacturing, but still do not get rid of the role of processing and assembly plants, so their role in the future industry chain still can not escape the status of the analog camera era, its market The right to control will still be in a weak position. In addition, the integration of the former back-end equipment, whether it is digital-analog hybrid or pure IP architecture systems architecture, Chinese traditional analog camera manufacturers which basically is not dominant, but Hikvision, Zhejiang Dahua, Hanbang other enterprises It is precisely with relevant technology and resource advantages. From the perspective of system project application and understanding of users, most of the manufacturers of native analog cameras originated from the mainland can only use the IP products on low-end projects, and are far away from mid- to high-end projects. The user is far away from understanding the applications of the IP system. However, these things are not difficult for the three companies that come from the back-end equipment vendors. Therefore, in the IP camera market, the back-end equipment companies led by these three companies will have more advantages.
From the point of view of the branded operation of cameras, with the fierce market competition and the gradual maturity of users, the demand for branded camera products will rise rapidly. Users will understand the stability and technology brought by brand manufacturers, such as functions and quality. Support, after-sales service, maintenance and other comprehensive advantages, because it is to ensure the stability of the user's project to ensure the safe operation. Especially in the IP monitoring application model, suppliers are required to have such capabilities. Well, Hikvision, Hanbang, and Dahua, Zhejiang, have more systematic and comprehensive resources that they already have.
Based on the above analysis, since Hikvision, Hanbang Gaoke, and Zhejiang Dahua have become strong players on the core back-end equipment of DVRs, they have the opportunity to become strong players in the field of cameras (or are already becoming stronger ), then, we can define them as the new top three monitoring manufacturers in China.