The far-reaching impact of security centralization
Any one industry, its development stages can be divided into the embryonic stage, initial stage, development stage, mature stage and decline stage (or change rebirth stage) several times, when the market from the development stage to mature stage, is not only the technology mature, including the market structure to process and feature set from the dispersion. China's security industry is currently starting from the development to mature industry cycle stage, it is necessary for the industry to pay attention to and study its development pattern and trends, and to do a good job of coping strategies.
In the decentralized and centralized performance pattern of the security industry, there are several typical patterns of dispersion and concentration in the industry due to historical reasons and China's overall national environmental impact.
Foreign and local enterprises market share has been inverted pattern: as we all know, such as cameras, alarm, access control and other products in the field of centralized form in the high-end market, the application scale of foreign companies in high-end products market is relatively large, and the average price is high, thus the foreign sales of small scale, but the sales amount of reverse bias large centralized pattern. On the contrary, local manufacturers have large sales volume, but their sales performance is not large.
Such characteristics, the fundamental reason is that the foreign share of R & D, brand, market, channels, and related business strategy, on the contrary, the local enterprises in the above aspects of poor performance, especially the ability to grasp the core technology, brand planning and construction ability is poor, market planning and implementation ability, channel enterprise management confusion, lack of long-term development, local enterprises in the industry is only good at "smile curve" processing and assembly of the low earning processing fee. Therefore, in order to break through this pattern, we can only change the ecology of this industry only when we make efforts for the above sectors, and it will be difficult in reality.
Local DVR vendors: the Chinese filed pattern become an independent school security industry, a lot of people for the local representatives of several companies such as Hikvision, hangbang, Dahua and several DVR companies dominate the market performance of joy. On the contrary, many foreign companies is waging struggle for seven or eight years, or not in the Chinese market open situation. The formation of centralized pattern such as, also related to foreign, this several DVR manufacturers in the development of the core technology, brand management, marketing planning, channel management, strategic management and related enterprises on the work and persevere the development of nearly ten years, so they are in this segment of the market to become the industry's products leading enterprises. If you seriously look at these companies, they can be found strong talent team, especially the team that is local to the processing assembly plant as the core competence can not be compared, and they are in response to the market, product localization, technical support for the country,
In addition to DVR products, in some of the more segments of the product, there are many local enterprises to make their own segmentation advantages, and become a dominant enterprise in the market segments. Such as the DVS product line link lonechy, main wireless DVS from the creation of prison / bank and other special intercom products online Laibang, and uses DVR as the main product of raymin, they are also in the market also won her a space for one person. These companies may be better than local advantage in the enterprise elements integrated on the DVR manufacturers, but through their unique strategy differences, and focus on the development of ideas, also set up their own advantages in the market, become the outstanding enterprises of these market segments.
Integrated development pattern: business system platform in promoting safe city construction, taking out after a system platform optimization, also appeared in Level, ZTE, Fiberhome, China three Megaeyes, Kodak, Sobey Jin Peng, as the representative of the platform providers, they are also building up the enterprise's dominant position in the a field. This kind of enterprise, the advantage of the large system network, communication technology, system architecture than the traditional security companies, and the majority of these enterprises in the original industrial field is strong, has a strong technical talent team and marketing team, including related marketing, industry resources etc.. So it's natural that they win quickly in big projects like "safe city".
But security is a security application needs, can be decomposed into various industry applications business forms, therefore, whether traditional or non-traditional business solutions business sectors in the industry, has formed own unique competitive advantage, such as self solutions Tiandy and Nakamori Masuka, Wen'an, Chile Ampang, reech etc. in many industries; also have their own system in some core areas such as the advantages of cluster, Santai, shengxun tianyinglong, and originally done related information systems in their solutions, is the rapid integration of video alarm system such as transportation, electric power industry integrators. These enterprises have obvious competitive advantages in one or a few of their own industries, and have a deep market advantage, and they have a deep understanding of the application in related industries. As a result, they have formed a regional or centralized market control pattern in various fields of expertise.
Security application market focused on the development trend, will further promote the enterprise in the corresponding market concentration development pattern.
Security application market development, is a single, decentralized construction model, to the industry sector planning and construction oriented, to the public security departments as the leading or guiding development pattern. In this trend, the past alone to build a building, a hotel, a school, a store, or a gas station, a substation system construction model has been disappearing, because users and relevant departments have been based on the needs of the application, or based on the needs of management, more and more clear understand the large-scale system construction, system construction or an industry, must be unified planning, unified implementation, unified management, unified application, multiple unified maintenance. Since all links have been unified, the suppliers, systems integrators and operators who have participated in these projects have concentrated on a small number of qualified, powerful and resource oriented enterprises. Such a school project today, tomorrow to grab a hotel project, the day after tomorrow to catch a gas station project business model will be less and less.
Look, the decentralized construction from the perspective of the user, is not conducive to the completion of the management, and because of the decentralized construction process, probably the product system is not uniform, the interface is not compatible with the equipment quality and supplier related problems such as uneven in quality, strength caused by different customer service problems, which will directly affect an industry or a large scale the project use effect. Therefore, to find a technical strength, three, five years later, enterprises still exist, there are problems that can be answered immediately to solve the enterprise, it has become the user's psychological needs and realistic requirements.
Also, the construction of large projects in the amount of more and more big, because if there is no unified planning, unified construction, unified maintenance and resulting in a major accident, it will seriously affect the party departments and staff, and affect their performance evaluation. Therefore, the large-scale project will be fully tilted to large power enterprises, it is not only a big enterprise have the background, but the large power enterprises to long-term, and put enormous resources to complete the project. This can solve the local authorities worried about the quality of the project, while large-scale enterprises to undertake such projects, but also to some extent to solve the shortage of local government construction funds.
Therefore, the user's needs and construction model is gradually changing, and this is the fundamental driving force to promote industrial concentration.
With the development trend of application centralization, China's large security enterprise group will emerge.
The performance of the current security enterprise groups reached about five hundred million even large enterprises, more than one billion scale enterprises now only a few, at present only a Hikvision (strictly speaking this year will certainly exceed 3 billion scale), Dahua 2010 exceeded one billion is basically a foregone conclusion, CSST group to statistics of the overall form, can also be included in this camp ZTE and Level, China; three such enterprises in the system platform basket also installed a lot of their own communication or storage hardware product performance, the overall size of them also in this camp.
But these are not enough, the real Chinese enterprises future income is expected to exceed 10 billion, because Chinese market continues to grow, the application of security line still widening, the overall market capacity provides space to expand. At the same time, the centralized application needs change, will be the power of the market to promote the industry focus on the advantages of resources to large enterprises, the formation of "funnel type adsorption effect" in this case, the enterprise will expand effect advantage to accelerate the development of.
Due to security, or call based on video, alarm, access control based on the perceived security application concept in various industries, various regions will be grouped into segments used down is currently unable to predict the N application mode, will promote N large market opportunities. In this case, it is possible in the N subdivision of the field, or a number of segments for a group, bred one or two large security companies.
This trend is the future of China's security industry, as well as the future opportunities for China's security companies.
Analysis of advantages and disadvantages of security for centralization
When the industrial market gradually concentrated, unified application market gradually construction mode, so will suppress the survival of small and medium enterprises, including small and medium-sized manufacturers and small and medium-sized projects of gradually feel the market is expanding, but their own business in the reduced pressure. At the same time, large enterprises will be able to use their own advantages and industry discourse rights, to the relevant standards, as well as the influence of party a user market, easy to SMEs in high quality projects. Moreover, the centralized construction model of large-scale projects and industrial projects itself can directly eliminate many small and medium-sized enterprises in terms of funds, technology, personnel and teams. Therefore, the security industry to focus on, in the enterprise business development level will be more conducive to large enterprises, and is not conducive to smes.
Once the industry concentration degree increases, the greater the degree of the construction of a unified project, the current technical standards we set up and promote the headache problem is no longer a problem, because several leading enterprises occupy the majority of market share, their interconnection, or sit down some of the unified technical standards, industry standards and unified nature the direct implementation, and. This may be the most obvious result of industry centralization, which is a good thing for industry. For users, to provide products for system integration, and the construction and maintenance of enterprise strength is stronger, more professional technology, users of the project application efficiency may be higher, and the user will reduce a lot of menace from the rear, this is good. From the emerging industry point of view, if the Chinese security market through market rules centralized nurture several large enterprises, and to the international market, it will be in line with national innovation and cultivate new industry policy success.
Analysis of the impact of security on centralization of small and medium enterprises
See in the industry to the integrated development trend, that is those who secretly delighted the strength of a few large firms, or are staring at the market look at fiercely as a tiger does IT giants (now they have ready to dig in molars). More and more small and medium-sized security companies, is thinking about the problem is that when the industrial market is growing to the concentration of large enterprises, the survival of SMEs in space? Or how should SMEs change their own development thinking?
First of all, need not nervous, in the United States or Europe of the mature security market, in addition to large companies, there are still a lot of small and medium enterprises to survive, because enterprises could not eat all the "teeth" in the market, they will leak out of the market, enough to support a group of enterprises. Of course, these small and medium-sized enterprises can survive in the "teeth".
Real opportunities for development, such as the previous analysis of the relevant vendors or systems vendors, in many segments, through differentiation and focus strategy, still can promote some segments of the market advantage of enterprise growth. The ultimate direction of development of this type of market segments on the advantages of enterprises, is likely to raise funds through the financial capital, thereby increasing the strength of enterprises, in the industry has gradually developed into a big enterprise security; another possibility is based on the integration of industrial capital in the form of active or passive investment in large enterprises the "arms" and become a new business enterprise supplementary plate, solve the short board of large enterprises, but also solve the problem of small and medium-sized enterprise own development.
For small and medium-sized manufacturers, not what the real core competitiveness, the industry accept fate, it will put up the shutters, or packaged into those enterprises ready to enter the security IT or large electronic manufacturing enterprises, promote new forms of standardization of industrial production of security products.
For small and medium-sized engineering integrators, monitor manufacturers, to change the current single under the thinking of selling products to do the project business thinking, gradually developing to a security construction maintenance service enterprises if possible, in a city or a region, several like-minded engineering integrators can be considered integrated into a business, and common development in the new business platform. Note that this integration is not a simple move in together office can solve the issue of enterprise development, but the real start, and several of the original is the boss who want to re take the form of team to develop, it is very difficult. If the integration is good, the advantages will be shown gradually, and the future will be brighter.