China makers deem the home security camera industry to be uprising in the following years. Being export-oriented, they smell a business opportunity in the global market demand of usability and trendy outlook.
China makers deem the home security camera industry to be uprising in the following years. Being export-oriented, they smell a business opportunity in the global market demand of usability and trendy outlook. They also addressed importance of the emerging domestic market where surveillance kits are still in high demand and the sales of affordable own-brand models has been growing.
China is the largest sourcing base for home security cameras with hundreds of direct manufacturers and traders, offering both OEM/ODM and own-brand business. There are large companies like Foscam, Hikvision, Dahua, and SMART EYE (Wansview), along with much more small and midsized suppliers. The China camera suppliers are clustered in Guangdong and Zhejiang. They consider Europe and North America to be two major markets. They rely on distributors and resellers for export business. A few of them like Foscam put their own-brand cameras to physical or online stores like Amazon. Langshixing exports part of its products under its own brand Slinda. The majority of the China-made cameras are distributed worldwide under their customers' brands nevertheless. For example, Yiant offers OEM and ODM services to worldwide branded companies, mostly in Europe, Asia and the US.
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EXPORT-ORIENTED
About export markets, Keen Yao, International Marketing Director of Hikvision sees the US as the largest and most potential export market due to its mature network infrastructure. Asia is a promising area over the next few years to China makers. I Vision, whose major export markets are in Europe and the US, regards Southeast Asia as the fast-growing area. As for the domestic market, China market is still at the introduction stage, having relatively lower growth rate over the next few years. The penetration rate seems to grow at a slow pace due to low consumer acceptance and incomplete network infrastructure.
COMMON FORM FACTORS, DIFFERENT APPROACHES
The major three types of home security cameras offered by China makers are cube, PTZ and all-in-one (robot-type) models of wireless IP cameras. The latter two are generally called the robot type. The cameras from China offer diversified and security-oriented designs. Integration with other features like push alarming is China makers' next focus.
Hikvision, Dahua, Lingshi, Yiant and Langshixing pointed out the importance of a total solution containing network cameras, software and cloud or NVR storages. It is a trend to sell home security cameras via surveillance kits to residential communities and complexes. Most of them are surveillance companies who offer both NVRs and security cameras. A few of them are NVR suppliers to offer surveillance kits by working with IP camera companies. For example, Yeastar, a NVR provider, offers surveillance kits with an IP network camera company Milesight.
It is an emerging trend for China makers to sell their own-brand products via the online stores like tmall.com and Amazon, or via physical channels like Walmart, JCPenny and Auchan.
FOCUS ON USEREXPERIENCE AND WIRELESS CONNECTIVITY
User experience is an emphasis for China makers, referring to application-oriented design and ease of use. They try to offer products with easy setup and user-friendly experience that are important for home users. Yao of Hikvision indicated that ease of use is a major design direction for the consumer market. Jimmy Cai, Sales Director of Huanso indicated that wireless systems are more suitable for home users than those wired solutions without complicated wiring. Cai added that plug-n-play is essential for the DIY market. So far, Wi-Fi and RF2.4GHz are two major wireless standards. Wi-Fi connectivity is the major adoption for new products.
We can see application-oriented solutions like baby monitors which can also be used to watch the elderly and pets. The cameras usually come with cute shapes and wireless connectivity with small-sized monitors or wireless mobile devices. In terms of functionality, users can setup configuration within minutes by the mobile phone or control by the remotes. Besides, Huanso's IP cameras features non-stop vibrating alert to notify users more effectively unlike most systems sending solely message alerts. Regarding ease of use, Milesight's mini dome features a click-open enclosure to offer easy maintenance.
Multifunctional or integrated design is kind of China's innovation. Milesight, one of a few companies to offer integrated function, releases cube IP cameras supporting remote surveillance over SIP phones besides smartphones and PCs. Moreover, JMC Electon offers JMC-WF28 Wi-Fi home security camera, resembling alarm sensors and featuring wall-mounting and remote control. The sensor-like outlook is designed to warn intruders and avoid sabotage. EAZZYDV bulb-shaped IP cameras work as both Wi-Fi cameras and LED bulbs. The device can just be screwed in like a bulb and comes with the rechargeable backup battery for emergency use. The product supports universal AC voltage range from 100 to 240V, applied for worldwide markets. Those two are kind of hidden-type cameras.
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