How to seize the education security market by security enterprises
After the construction of "Safe Campus" opened the door of the campus video surveillance market, which had been slightly silent, the education security surveillance market still maintained a high-speed development in 2009.
From the product aspect, many equipment manufacturers have the same feeling: the competition in 08-09 is more intense, and obvious price war has begun. In addition, security products are gradually entering the IT market, which means that some kinds of security products have entered the era of low profit. In fact, the fierce competition among these products is not due to the smaller market space and fewer customers. On the contrary, the campus security industry has been developing rapidly in recent years, and the market, customers and demand are increasing. The reason is that the homogeneity of the existing security industry is too serious to meet the needs of the education security market. As a result, some products have excessive market, and their R&D capacity is far higher than the growth rate of customer demand; while some products have large market space and urgent customer demand, but only a few enterprises can provide services. Typical products in this area are hardware video surveillance platform middleware and some mature commercial intelligent products.
At present, the main security forces in the campus security market mainly include the following categories:
The first category is traditional brand security equipment manufacturers
Most of them are the first-class domestic/international brand manufacturers of video surveillance products. They start early and are good at monitoring equipment or providing industry solutions. However, with the development and change of the domestic market, such manufacturers often do better than some foreign equipment manufacturers in making digital or network equipment, using their own product advantages, R&D strength and understanding of the education and security industry. Especially the back-end products of campus security market, such as matrix, DVR, encoder and so on, are occupied by these domestic first-class monitoring manufacturers. The front-end camera part, if in the campus security project with more abundant funds, will involve Sony, Panasonic, Parker and other foreign brands. Such enterprises can quickly respond to the campus security monitoring market by using their own technology accumulated in the security industry for many years. They can use their own brand and services, get the recognition of educational customers, and greatly seize the campus security market.
The second category is some IT hardware vendors who make boards.
Most of these manufacturers are in China, and they have developed very well in recent years. They have become the leader in the market of products such as video cameras, DVR and so on. At present, both cameras and DVRs have absolute advantages in terms of function, price and market share. However, although DVR vendors have strong R&D capabilities for individual devices, the ability to provide networked devices or the whole solution is relatively weak, mainly due to the lack of platform products that can connect multiple devices.
Such manufacturers make use of their influence in the region, as well as low prices, and other factors have become part of the campus security market.
When they are unable to meet the customized needs of educational customers, and the after-sales service is not timely, imperfections lead to such manufacturers become passers-by in the campus security market.
The third category is some enterprises that start up communications equipment.
Most of these enterprises have entered the monitoring market in recent years, but once they enter the video surveillance market, they will have a great impact on the video surveillance market. These manufacturers are very good at platform research and development, but also good at providing a complete set of solutions. However, these vendors are more suitable for large-scale projects, and relatively lack of advantages for small and medium-sized projects and programs. At present, many campus video surveillance projects are dozens or hundreds of small and medium-sized projects. Faced with such educational customers, large platform manufacturers have price disadvantages. In addition, the product structure of these large manufacturers is often generic, and they seldom customize personalized applications, which makes it difficult to meet the needs of various sub-applications in the education and security industry. The biggest characteristic of domestic security equipment manufacturers is that they have a large number of enterprises, but most of them are small in scale, lack of core technology, and can not carry out product innovation. This characteristic leads to the adverse situation of imitation, such as wind and price war, which indicates that the whole industry is not sound enough. In this case, if some enterprises with core technology can be introduced to change the pattern, it will be of great benefit to the whole industry.
With the rapid development of the market and the intensification of industrial competition, security enterprises in the future will probably be divided into two categories: those with core technology (for example, a few enterprises providing professional technology and products) and those with customer resources (for example, sub-integrators in many industries, or value-added business developers in some industries). The number of enterprises in the middle, which lack core technology and core customer resources, will be greatly reduced. This will be a benign integration of industrial resources and a major trend of development.
The strategies of security enterprises in different education markets are also different. For general education, the security construction funds of education system come from a single source and have a small scale. Therefore, the demand for brand awareness and popularity is low. Therefore, the market competition is more intense. At present, security enterprises need to improve the performance-price ratio of their products as well as the service value of their products.
For higher education, the project is larger and the source of funds is more abundant. The market brand products are more recognized, and more attention is paid to mature engineering cases, product functions and added value of services.