Video intercom alarm monitoring industry segment product market report

Intercom alarm monitoring industry development status China's video intercom system has a history of development for nearly ten years. The earliest years have seen slower development. The main reason is that market demand has not risen. In the last five years or so, with the steady development of the economy in the Chinese mainland, people’s living standards have been greatly improved, and a large number of commercial houses have been brought to the market. With the large number of commercial housing launches, the competition among real estate developers is becoming more and more fierce. To achieve a good sales performance of commercial housing, the real estate marketed to the market needs to have a good concept to succeed in the market competition. As a result, the concept of smart communities began to be introduced into the mainland of China several years ago and spread rapidly, so that it was not the case that real estate was difficult to sell. The development of building video intercom systems is largely due to the hype of the concept of smart communities. Early intelligence communities were actually very low in intelligence, and generally only telephones, broadband networks, cable television, video doorbells and other households were used, and the application functions were very simple. Developers are basically trying to churn out the concept of smart communities to get these subsystems. At the same time, in order to control costs, they always use more economical products and solutions.

The development of the video intercom industry to the present day has evolved from a simple call and unlock function to a simple anti-theft alarm, information release, and other functions. From the development of black-and-white video intercom to color video intercom, it should be said that A lot of progress.

The market of building visual intercom products is greatly influenced by the development of the real estate industry. As a developing country, China has not completely solved the problem of housing for the people compared to foreign developed countries, and has great potential for development. In addition, the intelligent construction market in Mainland China is relatively mature, increasing at an annual rate of 30%, which in turn drives the rapid development of the market for visual intercom products. In spite of this, there are still many problems in the development of the industry, which are mainly manifested in:

(1) There are numerous development and production companies, and the scale is generally small. To date, no listed company has taken the building's visual intercom service as its main business.

(2) The existing products have low technical content, serious product homogeneity, and fierce price competition;

(3) Some companies have started to develop digital products, but for various reasons, market development is not ideal;

The lack of functional integration in the market, product quality, and reasonably priced product suppliers have caused existing products to not meet market demand well.

With the continuous improvement of the people's security management and property management requirements for the community, simply providing the above functions can no longer meet the needs of the continued development of the smart community. After market research, we found that the main requirements of the market for visual intercom products are:

(1) Security Video intercom products are security products, and their basic functions are still to meet family and community needs for security. Therefore, the user wants the video intercom system to provide further security functions while providing video calling and remote unlocking. If the owner is not in the home, he can remotely monitor the activities of the elderly and children in the home. When a fire, gas leak, or thief comes into the household of the household, the tenant can immediately notify the management office or the resident himself (for example, via SMS).

(2) Stability The video intercom product is a security system that requires 24 hours of operation. Therefore, the user requires excellent stability of the product. Only stability can ensure safety.

(3) Practicality Only practical products have strong vitality. The existing products in the market are not practical, and some family-installed video doorbells may only be used once a week or two, because the functions are too simple and not practical. If households choose to buy or not, it is believed that many consumers will choose “no”. To make video intercom products popular with families, its practicality is the key. , If you can browse your photo collections through the video doorbell, check frequently used telephones, and collect monthly expenditure information, the equipment utilization rate and the degree of attention will be greatly increased, and only the equipment utilization rate will increase. It can truly thrive.

(4) Standardization and openness Currently, there is no standard for video intercom products. Products of different manufacturers cannot be compatible with each other. The video intercom subsystem can not be interconnected with other weak electronic systems. The reason is that there is no standard. Without standards, there is a lack of openness. The system cannot be interconnected, and it will be impossible to ensure long-term product warranty and service, and the industry cannot develop healthily. Therefore, the market is very much looking forward to the emergence of standardized and open products.

The launch of the “Diagram Application of Property Management in Construction and Residential Community” of the national standard is a good thing that is worthy of praise from the industry. It points out the direction for the healthy development of the industry. For example, the "Standard" consultation draft points out:

Integrated security management integrates perimeter network alarm systems, patrol management subsystems, closed-circuit television monitoring subsystems, home security alarm subsystems, vehicle management subsystems, and public broadcasting subsystems in buildings and communities into a unified network. Integrated Integrated Security Management Platform (SMS). Through the centralized and distributed security and anti-theft alarm monitoring and management center in the building and community (including the remote alarm monitoring and management center), the implementation of the alarm information monitoring, alarm confirmation, operation control, alarm information recording and query.

The "Standard" emphasizes that integrated security management (including video intercom systems) must integrate subsystems, and standardization and openness are the key. In the big direction, IP protocol will be the key standard for the integration of various subsystems. Easily integrated approach.

(5) In the fashion market, existing intercom products are difficult to talk about in terms of appearance and applications compared with consumer electronics such as mobile phones, color TVs, and game consoles. As a consumer electronics product for the home, video intercom products must take the road of fashion, realize the appearance of novelty and unique, rich and colorful applications, the industry can be healthy and prosperous. In summary, the development of video intercom products will be developed in terms of security, stability, practicality, standards, openness, fashion, etc. Only products meeting the requirements can lead the development trend of video intercom products.

Visual intercom alarm monitoring industry demand capacity and development trend From the demand market, the bus structure technology level products have entered the period of flat demand, but the overall market demand is still continuing to heat up. The demand for building intercom products is always closely related to the development of the real estate industry. In recent years, more than 90% of new commercial buildings in big cities have been designed with this system. From the perspective of development trends, the building intercom system is a must-have system for new residential communities. In addition, some old buildings, residential units, etc. also need to be reconfigured to configure the system. Most of the county's new level of real estate has not been involved in this system. This shows that there are still many gaps in the market that need to be opened up.

The trend of networkization is the development of some products' full-service IP data service networks: based on the existing video intercom systems, the existing broadband network data transmission platforms or separate cell Ethernet networks are built to complete digital transmission of voice and video. Means to implement information storage, forwarding, and sharing as the application goals. Through visual terminals, each user is assigned a video call number based on an IP address to provide users with video calls over the Internet, VOIP, video surveillance, intra-cell/intra-cell/ In-building intercom, community public information release, video on demand, visual distance education, IPTV and other personalized multimedia services, and can achieve interconnection with the "3G" network. The trend of intelligence is to integrate a complete set of home intelligence functions in the system (including video intercom, closed-circuit monitoring system, parking management system, three-table copying system, background music system, electronic patrol system, access control card system, property Management systems, broadband networks and access systems, etc. The smart home trend is simply to use ARM embedded technology to access the Internet and telephone signals, convert them into control signals, communicate via home internal data bus, wireless communication, power line carrier, etc. The home appliance control system realizes interconnection.

As far as market products are concerned, the product development speeds of these two different technology routes are very rapid. The products of smart home products can be regarded as the integration of the former smart home proprietary domain and the existing video intercom domain. The technology is gradually mature. This position includes a number of well-known foreign brands, and some domestic well-known brands such as Dean, Hui Ruitong, Anjubao, Zhenwei, Lilin, and other visual intercom industries; IP networked technologies The bottleneck is relatively high, and now is technically mature and has introduced products such as Guangzhou Anjubao, Shenzhen Xintianxia, ​​and Fujian Guanlin. According to the maturity of technology, IP networked video intercom products have already achieved the digital acquisition, transmission and compression process of audio and video signals. The wiring can also be done directly with a RJ45 network cable and a power line.

Video intercom alarm monitoring industry competition pattern The construction of intelligent community has also led to the rapid development of video intercom systems. The business model purchased by the Group has spawned a large number of enterprises engaged in the development and integration of video intercom products, including their own development. Production, but also OEM. As the technical threshold is not high, there are currently hundreds of video intercom brands in the country, of which about 30 have annual sales of more than 5 million, but only one or two of the billions of sales.

According to Han Ding's consultation and research, the total market for video intercom products in mainland China in 2007 was approximately 6 billion, with an annual growth rate of approximately 15%-25%. , formed a start-up industry.

Currently, in China's domestic market, black-and-white video intercom systems still account for more than 70% of the total market. Color-video intercom products only entered the market in the last two years, and developed quickly in developed cities such as the southeast coast, but the market share Still not reached 30%.

Video intercom product manufacturers are mainly concentrated in the Pearl River Delta, the Yangtze River Delta and Zhejiang, Fujian and other regions, except for a few brands, most of the products are limited to the regional market, the factory production scale is generally small. The mainstream of the market is still domestic brands. Foreign brands entering Korea mainly include Korea's KOCOM, COMMAX, Spain's FERMAX, and France's Legrand. These products have certain advantages in appearance and quality, but they occupy the market due to high prices. The market share is not big.