The current situation and development trend of building intercom market

Building intercom is a kind of equipment that plays a role in building construction. It is also called video doorbell. Generally speaking, building intercom refers to the doorbell system of your home. We often say that building intercoms, video doorbells, video intercoms, intercoms and other words are all the same meaning, that is, a set of visitors. Intercom management system. With the rapid development of China's real estate industry and the continuous improvement of people’s living standards, the demand for building intercom (visual) system products has increased. In this issue of "Pacific Security," related investigations were conducted by companies involved in building intercoms, businesses in the Pacific security market, and purchasers. The purpose of the survey was to understand that in the context of national macro-control and the "four modernizations" of the security industry, building intercoms were staged. What kind of repertoire?

Affected by macroeconomic policies, building intercom companies have difficulty in making payments back to their buildings. Building intercom industries are closely related to the real estate industry, and the real estate industry is closely related to the country’s macroeconomic policies. In the first half of 2011, the central bank raised interest rates three times and raised the deposit reserve ratio. As for the real estate market, the state successively introduced a series of control policies such as the State’s eight items, real estate taxes, and purchase restrictions, and launched the largest scale of affordable housing projects in history. Construction. The property market regulation and control policy can be described as a wave after wave, and the intensity of regulation and control has reached an unprecedented height. In the face of severe market regulation, the building intercom industry, which is closely related to the real estate market, also faces major challenges.

According to the response from most building intercom suppliers and distributors, the development of the building intercom market in 2011 has been slow compared to previous years, and efforts have been maintained at around 20% growth. According to Mr. Luo Qiang, assistant to president of Shenzhen Huirui Electric Appliance Manufacturing Co., Ltd., under the background, compared with the same period of last year, the growth rate of Hui Ruitong's order signing in the first half of 2011 exceeded 40%, but the shipping and refunding Only with previous years, profits are not as good as before.

According to Ann Jubao’s semi-annual 2011 earnings announcement on the evening of July 6, 2011, the company expects net profit attributable to shareholders of listed companies in the first half of the year to be RMB 17 million to RMB 19 million, a year-on-year decrease of 41% to 47%; earnings per share of 0.09 -0.11 yuan, a year-on-year decrease of 54%-62%.

Judging from the income from the main business of Anjubao, the ratio of building intercom systems and smart home revenues to its main business income exceeds 80%, and its partners are mostly housing construction and real estate developers. The demand for major products such as smart home systems and building intercoms on the market is still concentrated in the real estate market. Then the shrinking of the real estate market will inevitably affect the demand for smart home products. A series of intelligent products, such as building intercom, access control, and security systems, have reduced their use. The adjustment of the real estate market brought a series of chain reactions to Anjubao.

The prices of building intercoms gradually went down and the price war was bad. In early 2011, the building intercom market experienced a situation where the price of some building intercom manufacturers dropped drastically. Although the bidding behavior can increase the overall sales volume, the profit reduction rate is also very large. Some manufacturers are aware that the bidding industry will bring serious consequences of no living space. Therefore, they are committed to improving product quality, increasing investment in after-sales services, and accelerating the progress of product development. The building intercom market segment gradually takes shape.

In terms of sales performance alone, sales in the intercom market in 2010 and in the first half of 2011 were good, but product prices were lower and profit margins were also significantly reduced.

Ms. Zheng Yinglian, marketing director of Shenzhen Longhua Industrial Co., Ltd., a Shenzhen Pacific security professional market merchant, said in an interview with the author that the sales situation in the first half of the year was still relatively objective, whether it was the order of an engineering firm or the purchase of a single family. However, the frequent price wars that appeared in the market also brought serious negative impacts on the overall market regulation. In view of this situation, the company insisted on self-improvement, ensured the quality of service, and did not change much on prices.

According to incomplete statistics, at present, there are as many as three or four hundred building intercom brands in China, and the price war among building intercom companies is becoming increasingly intense. The cottage is rampant and market regulations are in urgent need of rectification. From civilian use to commercial use, the horizontal market for building intercoms has expanded to a wider scope. Due to people’s recognition of building intercom, the intercom system has become a basic hardware embedded in building construction. Everywhere in the process of building infrastructure, catching up with the spring breeze of national civil construction facilities, and the country’s favorable policies, companies also want to share a slice of the heated building intercom industry, inevitably leading to unfavorable price competition, resulting in chaotic markets. Reduce the overall credit rating and industry image of building intercom.

The building intercom simulation technology still occupies the potential of the development of the mainstream digital technology. The building intercom has been developing in China for more than 20 years and the product types are rich and perfect. Intercom system types are single-family, villa-type, low-level systems, multi-layer systems, high-rise systems, intercom systems, video intercom systems, intercom visualization mixed systems, multi-functional video intercom systems, color visual Intercom systems, networking systems, large-scale networking systems, etc.

From the technical point of view of mainstream products, the market for bus-type products under analog technology is still very large. Building intercom products can be divided into smart bus networking, semi-digital networking and IP digital networking according to the networking mode. Among them, smart bus networking is a system under full simulation technology; semi-digital system means that simulation technology is used in Loudong, while the networking part adopts TCP/IP networking technology; all-digital intercom system is a large-scale application of TCP/IP technology and After the popularity of the new generation of intercom systems, most of them adopt the TCP/IP-to-home mode, and the chipset of the indoor unit adopts the ARM or ARM+DSP architecture.

Although semi-digital and fully digital TCP/IP products have been greatly promoted in recent years, mainstream products are still analog products, and digital products are still worthy of expectation for each manufacturer, but there are more users. Accept and use this more powerful product. At the same time, there is a clear trend in the integration of customer requirements, and building intercom products will achieve more functions, such as additional functions such as elevator control, image process storage, and message taking. According to Mr. Hui Ruitong Luo Qiang, in the first half of 2011, 30% of the company's cases used pure digital products. In coastal developed cities and regions, the use of digital products has maintained a steady development, and some even reached a 20% increase.

At present, digital/analog hybrid networking products account for half of the market, and digital intercom products only account for 7%-10% of market share, but this figure maintains stable growth rates in first-tier cities such as Beijing, Shanghai and Guangzhou. . Moreover, digitalization is the trend of the development of building intercom technology in the future. This is a fact that no one can change. The market of “digital home” is gradually being formed.

At present, bus-type products under analog technology, the price of a single product in the IP building intercom product price is about half, but due to the IP building intercom wiring is simple, so from the perspective of the overall project, the difference between the two is not as big as a single product. But overall, the current bus-type product prices are still lower than the IP building intercom products.

The structure of building intercom products has evolved to higher grades. From the aspect of product structure, intercom products have been gradually shifted to higher-grade color video intercom products by the black-and-white video intercom who occupy the middle-class consumer mainstay. The use of large-screen indoor extensions There is a gradual upward trend. Non-visual products still have a large market, especially in the selection of small and medium-sized cities and old buildings in the Mainland, which still have huge market potential.

According to survey data, at present, non-visual intercom products still occupy a large share in the Chinese market, accounting for about 50%, and video intercom accounting for about 50% of the share; in visual intercom products, black-and-white viewing can be seen. 75%, color visual 25%. At the same time, in 2010, especially in 2011, the use of color video intercom applications increased in more developed coastal cities and regions.

“Compared with previous years, the color visual sales in the first half of 2011 have been greatly improved. Especially in the Pearl River Delta region, the application has gradually expanded. At present, the entire building intercom market advocates energy conservation and environmental protection, and color can be seen in Power saving and many other aspects are better than black-and-white visualization, and color visualization based on such factors is more popular in high-end communities and more developed cities and regions.” Talking about non-visual, black-and-white and color-visible markets At the time, Ms. Zheng Yinglian of Qiaohua Industry stated to the author.

In product design, building intercom products have turned from the original single-function security products to home decoration fashion products, simple fashion, ultra-thin, large-screen display, breakthrough in the use of new materials has become a trend. In the past two years, the concept of energy conservation and environmental protection has gradually deepened into enterprises, especially in building intercom, from materials, material processing, and energy conversion, companies have stepped up efforts to strive for excellence.

In addition, in terms of market channels, the center of national urbanization has gradually moved toward the second and third-tier cities, and the market focus has shifted downward. Strong intercom manufacturers have followed suit and built a more complete marketing service system to adapt to the new round. The need for competition.

Domestic brands dominate the mainstream market of building intercom market According to statistics, domestic building intercom manufacturers are mainly concentrated in the Pearl River Delta, Fujian, Yangtze River Delta and other regions.

Pearl River Delta includes Shenzhen, Guangzhou, Foshan, Zhuhai and other places, accounting for about 60% of the national building intercom market, among which Shenzhen holds a share of approximately 35%. Major manufacturers include Anjubao, Asanrogrand, Hui Ruitong, Taichuan, Jinyu, Roule, etc.

Due to its geographical position and early development time, the Fujian region has developed a relatively complete building intercom industry, accounting for about 20% of the national building intercom, including Guanlin, Lilin, Zhenwei, Jiale, etc. Multiple well-known manufacturers.

In addition, many regions in the Yangtze River Delta, including Shanghai and Zhejiang, are also important areas for domestic building intercom suppliers. At present, many foreign building intercom manufacturers are clustered in Shanghai, such as Legrand, Honeywell, Seiyat, Fermax, Aifeng, Tesi and others. However, the region is dominated by foreign brands, domestic brands are lighter, and Shanghai and Zhejiang account for 5% of the national market.

In recent years, foreign manufacturers have built factories in mainland China to achieve localized production, which has greatly reduced production costs and greatly shortened logistics and service distances. Although their products are still generally higher than domestic manufacturers in terms of price, the product's cost-effectiveness and comprehensive competitiveness are greatly enhanced, causing a certain impact on domestic manufacturers.

At present, the domestic building intercom market is mainly dominated by domestic brands. In terms of market share, domestic brands account for at least 80% of the market share. Compared with the monitoring industry, this figure is exciting and proud. This is also the result of the joint efforts of China's building intercom manufacturers. However, this does not mean that the Chinese building intercom manufacturers can sit back and relax.

At present, in China's building intercom market, imported brands mainly include: France Legrand, US Honeywell, Australia Xstrat (MOX), Spain FERMAX, Germany BOSCH, South Korea's Samsung and commax, Japan Aifeng, Italy Euromont, TCS, etc. At the same time, the market is also filled with fake foreign brands. Some foreign building intercom manufacturers who entered the Chinese market in the early days had gone through some detours and had even been squeezed out of the market because they did not understand the characteristics of China’s market at first. There is a big difference between Chinese users and foreign users. Because of the difference between the Chinese market and foreign markets, foreign companies entering the Chinese market, or Chinese manufacturers entering foreign markets, can not use the old ideas in their own country to produce and develop products, but can only adapt to local market demand. Products produced by Chinese manufacturers with large-scale networking functions may not be available for use in foreign countries; products imported into the Chinese market will also be dissatisfied and drowning. Therefore, products must be developed according to local market demand characteristics.

The housing project has brought new opportunities for the development of the intercom market. The “Twelfth Five-Year Plan” proposes to start construction of 36 million sets of affordable housing projects in the next five years so that the coverage of affordable housing will reach 20%. In this year's government work report, it is stipulated that: "This year, we will start construction of affordable housing and shanty towns to rebuild 10 million housing units and transform 1.5 million dilapidated houses in rural areas. The central government budget plans to allocate 103 billion yuan in subsidies, which is an increase over the previous year. 2.6 billion yuan. Governments at all levels need to raise funds through multiple channels, and increase investment substantially.” The opening of the housing project has given the entire security industry, especially the recently sluggish building intercom industry, tremendous business opportunities.

The affordable housing mainly consists of three parts: price-limit housing, economical housing, and low-cost housing. Developers carry out development and construction under limited profits. From the perspective of product demand, in addition to the requirements of the code, whether it is purchased by oneself or the integrator of a contractor for centralized purchasing by the project, priority will be given to the ratio of product performance to price. Residents who purchase self-contained accommodation and improve demand are generally based on medium and small-sized units and ordinary commercial houses with medium and low prices. The supporting facilities for these houses are more economical, practical, reliable, and stable. From a product function point of view, the building intercom system from ordinary intercom, to black and white video intercom, color video intercom, currently upgraded to home intelligent terminals, product features tend to be diverse and integrated, the system is also independent The system has evolved into a networked system. In fact, for ordinary users, some functions of smart home terminal systems are rarely used in daily life. Therefore, the construction of 10 million sets of affordable housing in 2011 will speed up the development of mid-to-low-end intercom products. In the near future or for a long time in the future, the middle-to-low building intercom system has a promising future.

In response to the housing project, Hui Ruitong has launched a new series of "Kekey" products. The series of products mainly focuses on price concessions, high quality guarantees, and high cost-effectiveness. It is understood that this series of products will be formally introduced to everyone at the WRT2011 (Chongqing) Association and the new launch conference of Huirui Tong* Keji at the end of July.

Ten million sets of affordable housing have brought new hope to black-and-white, mid-to-low-end, color-viewable building intercom product manufacturers, and at the same time accelerated the process of building intercom companies to seize the second and third-tier markets. The time has created heroes, and many established companies have also launched a combination of efforts to fight high, medium and low-end markets. It can be predicted that the intercom product market in the low-end buildings in the middle and the next two years will be full of fierce competition, and it will even be heated.

Smart Home and Building Talkback Assimilation The development of smart home systems is a new system that has emerged in recent years. Whether it is domestic or foreign, the history of development is relatively short, and it can be said to be a hundred schools of thought. Relatively speaking, foreign products are more professional in function and more beautiful in appearance. Of course, domestic smart home systems are also developing rapidly and are gradually narrowing the gap with world-class brands.

In general, in China, the development of smart home systems and the development of video intercom systems have become more similar. In terms of development trends, smart homes and building intercoms also extend from small screens to large screens, and they are developing towards touch-screen control technology. They are more aesthetically pleasing and beautiful in appearance, and require a more home-friendly environment for installation, thus saving space. Functional requirements more integrated.

In the future, it can be foreseen that the building intercom will increase the functions of some smart homes more, integrate security, home appliance control, information services, and entertainment, so that the building intercom will undergo a qualitative change and the two will be more closely integrated. stand up.