Secutech International 2012 — China's Perspective
Editor / Provider: Evangeline Xie | Updated: 7/6/2012 | Article type: China Corner
The event is Asia's largest international exhibition and conference for the electronic security, info security, fire and safety industry sectors. Celebrating its 15th anniversary this year, the exhibition is no longer just a sourcing fair, but a center of innovation and a propeller of industry.
No other show like Secutech catering to the full supplying chain of the industry. It is designed as a manufacturing powerhouse by offering lens, image sensor, the DSP and codec to the integrated solutions for various applications. Unlike other largescaled international exhibitions which emphasis the quantity, Secutech is characterized by good quality that is also the screening standard for the exhibitors.
This year attracted more than 25,510 visitors from 97 different nations. There are 56 Chinese exhibitors taking an active part in the event, such as the well-known brands Dahua and Hikvision as well as some other quality companies. Beside the first tier's nice performance, second-tier players also presented an eye-catching demonstration.
Michael Chen, Vice President for Zhejiang Dahua Technology, recognized that Secutech has offered an international stage. “It is a good platform to show products and new technology, as well as to network,” he explained. “I am happy to see different products here and to have a chance for sharing experiences with exhibitors from Japan, Korea and Taiwan.”
Secutech is designed to be a manufacturing powerhouse, providing a platform for all exhibitors to showcase their new products of the year. Visitors can find the latest innovative products from video, storage device, access control, lens and more. New products from Chinese exhibitors are among this year's highlights.
Sunell showcased its 720P/1080P megapixel network mini dome with IR and fixed lens, 720P/1080P megapixel network eyeball camera with compact base, 720P/1080P megapixel network bullet camera with cable management bracket, easy installation and adjustment.
Another Chinese manufacturer TVT has refined its products from front-end to back-end. The company releases its total solution of network products as well as HD-SDI. With its adoption of Hisilicon chips and the outward design, TVT products have highlighted the overall performance of Chinese manufacturers.
Youguan CCTV Technology showcased its new vari-focal IR high speed dome and HD-SDI vari-focal IR high speed dome, both are of the third generation. When it comes to HD-SDI, there are several exhibitors foreseeing its future demanding. “We showcase our latest HD-SDI camera at the show,” said Sales Manager of OFK Technology. “We expect HD-SDI will have more demanding in the future while the market and few technological concerns have been solved. From Secutech, lots of buyers are also paying attention to its development.”
For the part of lens, Ricom and Leading can be excellent players. The release of the megapixel lens after the earthquake has met the Japan's market niche, those lenses are welcomed by many manufacturers from Korea and Taiwan due to the top quality and original technology.
Leading showcased its 10-megapixel 1/2.3-inch 5.4mm no-distortion lens, 5-megapixel 1/1.8-inch fisheye lens as well as 5-megapixel lens for intelligent transportation system. “Europe and America is our target market, we aimed to provide the perfect optical solutions for the high-end customers within the shortest time,” said Beth Wu, Vice President of Xiamen Leading Optics. “To-date, we can realize high definition in the front-end part and our quality is being credited compare to other foreign brands,” added Wu.
How to Better Serve Customers
Sunell put much strength in the promotion of network camera, which can be judged by its elaborate booth. Its general engineer of R&D also joins the overseas exhibition around the world for acquiring multiple demands of foreign buyers.
TVT has business all over the world now, but it sees greater chance in Europe now than that in other countries. They believe the value is mainly incorporated in complete solutions, reliable quality, and right products at right price. “We will definitely enhance our communication with customers. All the service is about how to make our customer profitable at low risk,” said Joe Qiu, Overseas Business Director of TVT.
In Qiu's opinion, to get this target done, they need more engineers for better software and hardware, more technical sales for better education and communication, and also need more serious quality control to maintain the delivery quality.
“We designed the mechanical parts, hardware, and software. It's different in following aspects in the IR technology and the mechanical design,” said Eddy Que, General Manager of Youguan, “we make the lower part rotating, thus reduce the burden of rotation and speed could be higher. Also it avoids breakdown of BNC cable as the cable will not rotate together with the dome.”
Additionally, the company has set up channels in Europe, North America and Middle East for shortening the distance with customers, which are the key point of its overseas market are located in Europe and North America, where the integrity and consistency are what matter.
Giant Alarm System Company showcased multi-frequency remote control duplicator and rolling code receiver. “Using the special duplicators which are produced by our company, all users can copy to have new transmitters which can be used directly and the new ones will work well and won't send same codes as original ones,” said Pan Defeng, General Manager of Giant Alarm System. “Adopting the rolling code encoder program which is written by our company gives controllers top security since other companies' products can't copy our transmitters.”
“Nowadays, there are more and more competitors who can produce at cheaper price, the market is not made-in-China, in such case, how to fix our market, improve our service and innovate our products would be a great challenge,” said Pan. “We need to search new opportunity to enlarge our market share, so our biggest challenge is how to enter into emerging market and catch it,” added Pan.
Anson showcased its network security recorder (NSR), which integrates DVR, video surveillance, access control and alarm function. Medium and small-scaled security project can be accomplished with only one NSR, allowing system stability and cost-effectiveness in the application.
Challenge and Expectation
It seems still so gloomy ahead for the world economy. The security industry inevitably cannot be influenced from the turmoil. Moreover, the industry is also shaping not only from the technological front but also from the business model front.
“At the transitional period from analogue to high definition, the refinement of the product line will impose some pressure manufacturers. Therefore, manufacturers need to move ahead with their in-house values, in terms of innovation and quick responding to the mainstream,” said Zhao Bin, General Manager of Anson.
“Increasing competition on the pricing brings impediment for the application range of middle to high technology products, as well as new production development, this is the challenge we are facing right now.” said Ann Wu, Vice President of Sunell.
TVT finds the biggest challenge now is to differentiate themselves from others, technically and commercially. “It is important to be special and make your customer feel the difference,” said Qiu, “Another challenge is how to process information in a better way with our customers, and to respond to market demands more efficiently.”
According to Que, presently, there are too many suppliers on the market, some are good, and some are not. The problem lies in the fact that buyers can't tell which are good or not, which are real. “Youguan's strength is R&D and technology, and we need to make more effort to promote us, to let our customers know how we are different,” added Que.
Youguan adopts the technology from Germany and Japan, the IR can zoom in and out simultaneously with the zoom module, according to the light condition. And also the IR lamp is 3rd generation IR technology, the IR light is more uniformly distributed and avoid flash light effect of traditional IR LED. The company made a special IR compensation light for wide angle at short distance, which guarantee clearer image.
On the contrary, there are still numerous Chinese suppliers who still being ignorant to buyers' requirement and reluctant know-how to market in overseas market. Compared with the manufacturers from Taiwan and Korea, the performance of some Chinese players seems a bit rough occasionally in terms of the technical personnel, marketing and expertise.
Manufacturing is the undeniable advantage for most of Chinese suppliers. Generally speaking, the Chinese-made quality has improved greatly. However, we expect more and more Chinese suppliers paying more attention to business quality and in the near future, more buyers will be gratified with business with most of Chinese manufactures.