HC Security Reuters smart city building belonging to government agencies top-level design planning, intelligence community and smart home is closely linked with people's lives. Resolving the residential safety of urban residents and facilitating the daily living of residents is a huge business opportunity hidden in the construction of smart communities in China.
Smart community building visible and invisible market
The construction of smart cities belongs to the top-level design plan of government agencies, while smart communities and smart families are closely connected with people's lives. Resolving the residential safety of urban residents and facilitating the daily living of residents is a huge business opportunity hidden in the construction of smart communities in China.
China has a vast territory, a large population, frequent community activities, and a very significant phenomenon of community living. In addition to the sustained and rapid development of the economy in recent years, the urbanization process has accelerated, and the level of social information has been greatly improved. Smart cities, smart communities, and wisdom Urban organizations such as families have sprung up, greatly improving and facilitating the living standards of residents.
First, the visible market - the vast world of hardware equipment
The development of an industry cannot be separated from the support of policies and funds. On May 4, 2014, the General Office of the Ministry of Housing and Urban-Rural Development issued a notice on the “Guidelines for the Construction of Smart Communities (Trial)â€, which proposed to guide the development of smart communities in various places. General requirements and deployment. In this context, the funds invested in the construction of smart communities began to enter, Hu Minghui, director of building solutions of Hangzhou Hikvision Digital Technology Co., Ltd. mentioned that in 2014-2015, various venture capital, real estate companies, property companies They are all investing heavily in the smart community, but at the beginning of this year, they have cooled down. Every company seems to have entered a wait-and-see state, and the funds are shrinking so that they can see more clearly where the smart community is going.
After the investment returns to rationality, the construction funds will be correspondingly reduced, but the investment in the infrastructure of the smart community and the smart home is still strong. From the information analysis of the security market feedback, the equipment with more market space on the market currently includes the following 3 Kind:
1, video intercom products
In the business opportunities built by the smart community, the product supply of channel sales and profit protection can be realized, and the video intercom products are still the protagonists of the numerous carriers of the smart community. Because compared to those intelligent hardware that boasted the "disruptive" concept, whether it is based on current technology level or capital investment, video intercom is an indispensable hardware device with its practicality and integration.
The video intercom mainly consists of two systems: one is a video intercom system that connects the entire community, and is used to connect audio and video and community SMS intercommunication between the community entrance, the building door and the household, the management center or the household. Second, based on the intelligent home control realized by the indoor unit. In fact, most of the communities have only done the former - visual intercom, while the latter has more mature programs, but not much can be landed (mainly limited by funds). This has also caused a situation in which technology and market mismatch have occurred, resulting in the voice of traditional video intercom manufacturers making smart homes smaller and smaller.
At present, video intercom products are highly competitive in China. The price war has caused the profits of products to plummet, and the market for single products is declining. Therefore, traditional brand manufacturers such as Legrand, Anjubao and Guanlin have been transformed and upgraded. Jin's brand manufacturers Hikvision, Dahua, etc., with strong channel sales and R&D capabilities, are integrating technology such as burglar alarm and access control to enter this market.
2, surveillance camera
In order to achieve success in the intelligent construction of the community, the realization of equipment networking is the foundation. In the surveillance camera market, in addition to the traditional public inspection and other industrial markets, community monitoring will be a great potential market, especially the “demolition†event and the construction of society. The policy drive of the public safety net makes video surveillance an indispensable force for community security. Nowadays, with the penetration of TCP/IP network technology, the mutual compatibility of large-scale systems and large platforms in residential communities has cleared the technical risks. According to Wang Feng, director of strategic marketing of Shenzhen Anluolang Electronics Co., Ltd., under the framework of Internet technology, in the future, in the process of community construction, enterprises are not only selling video surveillance cameras, but need to provide a holistic solution. .
For the community monitoring market, the current domestic traditional video surveillance vendors account for a very small proportion, other monitoring vendors can wait for the opportunity to enter, but the community monitoring combined with video intercom, burglar alarm will be a trend, networking large platforms and solutions will It is the core of corporate competitiveness. However, the state's macroeconomic regulation and control of the real estate industry has led to Party A's complications of delays in payment and construction delays. Enterprises need to weigh the resources and advantages and disadvantages of each party before deciding whether to enter the community monitoring market.
3. Civil security equipment
The main consumer of civil security, the community owners are definitely a new force. At present, with the help of the network e-commerce platform, the sales channels of civilian security products such as smart home hardware and home burglar alarms tend to be flat. In this completely open market, enterprises directly Facing consumers, it tests the transformation and upgrading of corporate organizations and business concepts. However, such worries can't prevent security companies from entering the market dominated by smart homes. However, in this field where technology and product changes are extremely fast, the challenges of security companies must face the challenges of their own R&D capabilities and product sales capabilities. The challenge from Internet companies. When talking about the advantages of Internet companies in the smart home market, Deng Xiaozhou, China Sales Director of Fujian Chuangao Security Technology Co., Ltd. believes that Internet companies rely on the huge advantages established in network marketing for user operations, brand marketing, and product iteration. The gameplay is better controlled, and it can compensate for the innate deficiencies in manufacturing capabilities through overwhelming publicity, and consumers are happy to buy it.
Smart community building visible and invisible market
Smart community building
Affordable, functional and practical may be the most direct reason for users to pay for the bill, through the civilian security products sold by Tmall, Jingdong and other e-commerce platforms to analyze, the price is mostly around 99-699 yuan, for the rising middle class, This price is within acceptable limits. This is the consumption level of the more popular smart home items. If it is the entire smart home system, the price will be too different.
Take the hotel as an example, an ordinary smart home equipment system is about 20,000 yuan, and the actual function that can be brought to the tenants may be just the function of automatic retracting of curtains, and some non-mass intelligent hardware items. On the one hand, because the market is different, the price will be higher. Kang Heng, chief operating officer of Beijing Yunzhisheng Information Technology Co., Ltd., pointed out that a Nest thermostat is $250, an August smart door lock is $249, and a smart light bulb with sleep wake-up function is priced at more than 400 yuan. The impression that prices are high.
Of course, the price is not the reason that hinders the development of the smart home market. Apple phones are so expensive, and the world is still selling the best. In addition to solving the problem of scene application in smart home, Yun Zhisheng Kang Heng believes that two meticulous problems need to be solved: one is the function problem, and the other is the interaction problem. In the context of IOT, voice, visual recognition, situational awareness and other technologies are used as entry points to achieve more interaction and intelligence between people and devices, which is one of the best ways to enter the smart home field.
The hardware devices of these smart communities will be the important infrastructure for the future smart community, smart home and the application portal of the Internet of Things. There are indications that smart homes may be the deep development goal of future community construction. Regarding the breakthrough of the smart family in the future, Cai Jinjiang, secretary general of the Shenzhen Smart Family Association, said that during the service-oriented period, there are five breakthroughs in the wisdom of the family: one is to get rid of the Internet thinking and return to the standard; the other is that the Internet of Everything starts from the scene interaction; Smart homes need to be built with channels; fourth, smart product equipment vendors must become service operators; fifth, combined with traditional industries to create cross-border paths.
Second, the invisible market - content services are varied
At present, among the investors in the smart community, the properties of real estate and property management companies are basically the same, and they are closely related to the daily life of the owners. Investment operation companies and Internet companies hope to provide around the community by providing life services based on intelligent hardware portals. Business eco mode operation. Including parking lot, video intercom and other products, in the mobile APP application or through the portal of WeChat public number to achieve online functional services, and thus achieve online business transactions to achieve more commercial applications.
Unmistakable, in the commercial application of the Internet, because of the fast spread, wide application, and large user base, all the modes that can enter commercial applications become extremely attractive, but the beautiful outerwear of the Internet, valuable data It is not enough to support the popularization of commercialization, which causes the current loyalty of the mobile application of the smart community is not high. In addition to insufficient user cultivation and imperfect product application, there are also a variety of APPs, users and community devices. The application has not yet established a strong relationship. In terms of the demand of the mobile terminal, the demand for information, entertainment and education is more intense than that of the device application.
In this regard, Hikvision Hu Minghui mentioned that according to the empirical analysis of actual projects, the loyalty of the residents to the mobile application of the smart community is not high. Under the promotion of online and offline preferential activities, the owner will occasionally use it once, otherwise Idle or directly uninstall, while domestic BAT (Baidu, Ali, Tencent) is very rich in mobile applications, and is quickly absorbed by new applications appearing on the market, so it is difficult for other mobile applications to break through unless the interests of both parties are Bundled.
Smart community building
Smart community
However, in content value-added services, the parties are still very optimistic about its application prospects. Ning Wei, chairman of Suzhou Zhongde Hongtai Electronic Technology Co., Ltd., said that based on Internet technology, through the use of information technology and e-commerce means, connecting peripheral resources such as family, property, medical care and government affairs, providing community-based community residents with various Life services and public services will be an important manifestation of the future smart community solution service system.
In this regard, Cai Jinjiang of the Smart Family Association also believes that after the early hardware promotion period, the Internet promotion period from 2012 to 2015 (the Internet company is doing platform, ecology, and finally landing is not as good as expected), and now the service leading period Smart communities and smart homes must start with “service disruption hardware innovationâ€, starting with user needs, to service products, and then to hardware products.
This is an invisible market. No one knows whether it can realize profits in the end. It analyzes the operation situation of the current security giants in civil security. Although it has been continuously improved and upgraded in recent years on hardware equipment and content services, it has so far Still an unprofitable project. However, in the current development and development of the smart community, when the equipments such as video intercom, burglar alarm and video surveillance are invested, it is necessary to discuss the content service, which is also necessary for security companies to face the future business challenges. means.
3. Opportunities and difficulties in the transformation of old communities
In terms of the number of old communities in China, according to the National Bureau of Statistics, from 1995 to 2005, the number of newly built communities in the country was 3,000-3700 per year. As of 2015 (comprehensive calculation), the number of old communities over 20 years is More than 35,000, some of these districts are relatively early in construction and construction standards, and the construction standards are relatively low. There are many problems such as pipeline aging, equipment disrepair, security and public security management, and road damage. In some communities, some access control systems are ineffective. There are many monitoring dead ends in the installation of surveillance cameras, or because of the lack of a good management system and system maintenance, the images captured by the cameras are blurred and the security devices are virtually ineffective.
Therefore, under the guidance of national policies, the reform movement of the old communities in various cities led by the government has also been put on the agenda. Guangdong and Shanghai have successively introduced relevant reform policies, and invested more than 100 billion yuan in old reform funds. The special funds of many provinces, municipalities and autonomous regions in China will also exceed 100 billion. Although the transformation of the old community is not just the upgrading of monitoring equipment, security companies will never let this opportunity pass. Many security insiders have also said that because the brand threshold and premium are not obvious, security monitoring of different scales Equipment vendors are relatively fair in the competition process, so the transformation of the old community is a piece of fat in the current security market. Taking video surveillance as an example, in the process of simulating SD high-definition network, because of the existence of local market barriers, the operational market space is very large.
However, there are certain difficulties in the transformation of the old community. Taking the transformation of the community system as an example, it is not simply to update, but to upgrade and enrich the functions on the original platform system, and through cloud services, big data and other technologies. Realize the "product + platform + operation" model, complete the upgrade of the old community to the smart community. In addition, in the line transformation, construction coordination, household work and other issues need to control the cost, otherwise it will compress the profit margin of the company in the implementation process of the program.
Editor in charge: Tian Wenjie
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