Civil consumption security market continues to heat up

In short, with the economic development, intelligent, networked, and convenient security needs have become an inevitable trend. The increase in consumer awareness will also make more companies pay attention to civil security, the blue ocean, how to break through this market, It is necessary for companies to think about their own changes and to take advantage of this market opportunity to achieve self breakthrough. We believe that with the emphasis placed on national policies, the security industry will participate in key areas, and the road to security and civil use will become broader.

Civil consumption security development background

In recent years, China’s urbanization has entered a period of rapid development, people’s living standards have been improved, people’s safety awareness has been improved, and more and more people are aware of the importance of safety precautions. As a result, people’s demand for security products is increasing. The market for security is also gradually expanding. People are starting to consume security products like ordinary electronic products. In the process, people hope that the use of these security products can be as simple and convenient as using TVs and mobile phones, and the installation will not be too complicated. Moderate, even in the ordinary electronics market or supermarkets, there are security products that can be chosen. The concept of "consumer security" is born under this idea, which is widely used in the security of ordinary people's daily lives, but objectively speaking, domestic security In the “consumer security” field, the industry has not formed a perfect system that integrates technology, product, and operations. The consumer security market is basically in the cultivation and exploration period of a market. Due to the short development history of the industry, imperfections in the industrial chain, weak network infrastructure, and high prices, etc., the consumer security market is still faced with great obstacles to development.

First, the industry's temptation has led to a decrease in professionalism.

Second, product homogeneity leads to insufficient innovation, and there is a serious homogeneity problem in the consumer security market. In addition to the lack of product technology innovation, the strengths of many manufacturers are also uneven.

Third, the consumer security market channels are not smooth, and the civilian market is not equal to the professional market. It is widely distributed and scattered, and the characteristics of demand and contact channels are also very different. However, in the initial stage of consumer security development, the security of channels and professions overlaps.

Fourth, domestic users do not have enough awareness, and the penetration rate of consumer security products in foreign countries has reached more than 70%. Compared with the domestic market, due to the network foundation, economic level, cultural quality, consumer attitudes, public security awareness, and other reasons, domestic consumption The security market is still in its infancy.

Current Situation of Civil Consumer Security Enterprises

With the popularity of the civilian consumer security market, more and more security companies have developed a strong interest in them and increased investment in civil security products. In a short period of time, security companies have launched the flagship civil security. Equipment, hope to become a leader in emerging areas.

SMEs occupy most of the market

In the early years of civil consumer security development, due to the small market share, the second and third tier companies were mainly engaged in R&D and production. They were mainly distributed in Shenzhen and other Pearl River Delta regions, and launched network cameras for home and business offices; most of the products passed. OEM, for foreign companies processing and production, or their own R & D and export. At the same time, the homogeneity of the entire civilian market is serious, making the company uninnovative and the product has no new ideas.

IT, communications and security companies enter

In the past two years, as the market share of civilian consumer security has gradually increased, and product technology has become more mature, first-line security companies, many home appliances, and IT communications companies have begun to pay attention to consumer security, and have gradually introduced products suitable for home, small and medium-sized business applications. Hyundai, the domestic manufacturer, followed up quickly. In 2012, it launched the full-featured home security product C1 and its accompanying services: the cloud video platform “Video 7” website, compatible IOS, and Android mobile terminal APP. In addition, Haier, a maker of home appliances, launched U-HOME based on the "Smart Home" series of products, and Lenovo, the first domestic computer brand, launched "cloud video" and other products. Lenovo Group’s new product, Jiajiabao, is the nation’s first cloud storage service. It is different from other storage products in that it stores all video data in an associated data center. All video collection and invocation is through the cloud, not Local storage method. Users can watch videos at home from mobile phones such as mobile phones and PADs.

At present, security leaders cut into civilian security, using their own software platform advantages, from the hardware provider to the system provider, and then to the security operations service provider transformation. At the operational level of security cloud services, security companies are more like an Internet of Things company. In the future, the competition in the security market will be centered on services. How to adapt to the cloud service development model under big data as soon as possible becomes a difficult problem to be solved by SMEs.

Civil consumption security development opportunities

National Policy Promotes the Development of Consumer Security

In the past decade, driven by the government and industry applications, China's security industry has increased its market size year by year and maintained a relatively high growth rate. However, with the adjustment of the economic structure by the Chinese government in the past two years, the number of government-driven projects has gradually decreased, and security competition has gradually intensified. Security companies must maintain a high-speed development rate. Under the premise of continuous increase in the overall base number, it is necessary to find new ones. Highlights and breakthroughs. At this time, with the development of the Internet, the Internet of Things, and mobile communications electronics, the security of the security product technology has been well into the ranks of consumer products. So consumer security was gradually put on the agenda of enterprise development by security companies.

At the same time, the country has also put forward the concept of information consumption in due course. In August 2013, the State Council promulgated the "Several Opinions of the State Council on Promoting Information Consumption and Expanding Domestic Demand" (hereinafter referred to as "Opinions") to guide the rapid growth of information consumption. By 2015, the scale of information consumption will exceed 3.2 trillion yuan, with an average annual growth rate of over 20%, which will drive related industries' new output to exceed 1.2 trillion yuan, of which the new Internet-based information consumption scale will reach 24,000 yuan. Billion yuan, an average annual increase of more than 30%. Based on rapid growth in the consumption of e-commerce, cloud computing and other information platforms, the amount of e-commerce transactions exceeds 18 trillion yuan, and the amount of online retail transactions exceeds 3 trillion yuan. Opinions have guided the promotion of informatization consumption and expansion of domestic demand from the seven major directions. Specific deployments from the national policy level and the information infrastructure level are for smart cities, internet of things, cloud computing, smart security, intelligent transportation, and smart home businesses. Development is very good.

In addition, the Ministry of Industry and Information Technology has continued to promote the development of information consumption. By the end of October 2013, the Ministry of Industry and Information Technology plans to conduct pilot demonstrations of information consumption in regions where conditions permit. The Ministry of Industry and Information Technology will select 50 cities (counties, districts) across the country to launch the first batch of information consumption pilot projects for two years. In the pilot content, the focus will be on local governments, industries, companies, and communities, focusing on building information infrastructure such as broadband and td-lte, developing intelligent information products, fostering new information consumption demonstration projects, and integrating government public service cloud platforms. , expand the e-commerce service platform for small and medium-sized enterprises, and guide information consumption experience to carry out pilot demonstrations. We will cultivate new information consumption demonstration projects, combine new urbanization strategies, and focus on emerging information services such as smart homes, health care, smart security, home care, and community services to create distinctive new information consumption demonstration projects and increase relevant publicity and guidance. To cultivate new forms of information consumption. Intelligent security has become an important part of the new information consumption demonstration project.

Advanced technology lays the foundation for consumer security

Broadband Internet Acceleration Paves Way for Consumer Security

Since 2012, China has successively launched the "broadband China" strategy and proposed to use a few years to "speed up prices" for China's network speed. The broadband network environment in China has been gradually upgraded, and broadband access capacity has been gradually accelerating. This will undoubtedly fill the important shortcomings of China's civil defense development and will provide a broad road for China's civil defense.

At present, civil video security monitoring is basically network video surveillance, namely IP monitoring. It transmits video information in digital form through wired or wireless IP networks. At the same time, network video surveillance is based on different setup environments, some of which transmit video signals through self-built private networks, and some of which transmit video signals over broadband networks. As long as the network is reachable, video monitoring and recording can be realized, and this monitoring can also be perfectly combined with many other types of systems. With the continuous increase in the speed of broadband networks, it will lay a solid foundation for the development of civil defense in China.

Triple Play Promotes Digitalization and Networking of Security Products

At present, the security industry is in the stage of transitioning from analog to digital and from a stand-alone system to a large-scale networked integration system. The integration of three networks will undoubtedly greatly accelerate this process. Triple play will provide a more convenient and low-cost network carrier, which will accelerate the security network, and HD network cameras will occupy the market in a more rigid way. It is predicted that with the advancement of the integration of the three networks, in the next three to five years, and even one or two years, with the enhancement of basic network transmission capabilities, the bandwidth issue will no longer be one of the problems plaguing IP surveillance.

The triple play will greatly promote the development of digital and networked security products, which will further promote the development of IP high-definition surveillance. The triple play fully utilizes the construction of basic network facilities of operators and broadcasters, making IP networks ubiquitous, and high-definition network cameras relying on the network environment will be “abundant”. It is believed that with the gradual implementation of triple play, IP high-definition Surveillance will change the embarrassing situation of “being good or bad”.

The greatest impact of triple play on the security industry may be in security operations. After the triple play, with the development of the operating platform, more security products will face the fate of mobile phones. That is, operators will purchase products for customers to install. Products are free, but operators can use network services. Ensure continuous profitability. In short, "triple play" will greatly expand the scope of security products and services, but also reduce the cost of security products and services.

Mobile Internet Brings New Opportunities for Consumer Security

With the advent of the 4G era, the network will be upgraded, and equipment based on second- and third-generation network transmissions will gradually lose its market. In the future, under the impact of the 4G wave, the upgrade and transformation of old products in the security industry will become inevitable. With the continuous development of communication technologies, security products will continue to meet market demands.

Through the 4G network, mobile security users not only can watch surveillance video in real time, but also can choose to retrieve video from a certain period of time in the past, perform historical playback review, and can access multiple alarm devices according to their own needs. Abnormal, the alarm device will automatically alarm to the mobile phone through SMS, MMS, easy to view the scene in a timely manner, deal with emergencies; but also according to their needs, in the computer terminal remote arming, fortification, control camera angle, to watch, You can switch between single-screen/multi-screen viewing.

In the era of mobile Internet, operators' cloud platforms and cloud services have obtained huge mobile terminal users with strong technical support. As a result, video surveillance services based on mobile terminals have emerged. With the help of the mobile Internet, the security mobile surveillance market will usher in a major round of development. With the mobile Internet era, the home security market will gradually start. This point, many security companies also formed a consensus. While stabilizing the industry market, Hikvision focused on launching civilian security products targeted at small and micro enterprises and households, and adopting products and operating services to develop civilian markets.