Shulou(Shulou.com)11/24 Report--

CTOnews.com, February 8, according to RUNTO research institute, in China's security market of nearly 700 billion yuan, video surveillance products represented by cameras are nearly 50%, occupying a dominant position. According to the application scenario, the surveillance cameras are divided into city level, industry level and consumption level.

Image source Pexels city-level cameras can be used in security projects such as Ping an City Construction, Winter Olympic Games and Asian Games, while industry-level surveillance cameras are widely used in public security, transportation, finance, industry, medical and other fields. Consumer level can be applied to smart home ecology. According to RUNTO, sales of consumer-grade surveillance cameras in China reached 48.2 million in 2022.

Channel scale: the online market sales of surveillance cameras reached 18.7 million. From the perspective of retail channels, e-commerce occupies an important position. In 2022, the online open retail market (excluding Douyin and other content e-commerce) monitored sales of 18.7 million units, sales of 4.28 billion yuan, and the average price of 229 yuan.

Among them, the market share of home cameras is close to 80%, which is mainly used in home security and nursing. In addition, some small and micro physical stores have a certain demand and also choose to buy industrial cameras online.

Monthly sales and average price of surveillance cameras in China's online market in 2022, unit: ten thousand units, yuan brand pattern: competitive market; Xiaomi often occupies the first place in the market competition of cameras in two aspects. On the one hand, there are a large number of industry participants, with 672 brands on sale online in 2022; on the other hand, brand concentration is low, no brand accounts for more than 20% of the market, and the aggregate share (CR4) of TOP4 brands is 40.4%, which is at the balance line level.

Xiaomi itself has the advantages of high brand recognition, product performance-to-price ratio and scene ecological ability, and has been firmly in the first place on the line in 2022, and its sales share is far higher than that of other brands, keeping at more than 16%.

Joanne and fluorite are between Bozhong. Qiao'an, as a traditional security brand, relies on a rich product line and people-friendly prices to obtain a stable share. Fluorite has Internet characteristics and is guaranteed in product research and development and technology accumulation. It landed on Kechuang Board at the end of December last year. The share gap between the two brands is small, ranking Qiao slightly higher than fluorite in the whole year, ranking second, but fluorite continued to make efforts in the fourth quarter, surpassing Joe Ann in monthly rankings.

PUL and 360 ranked fourth and fifth, respectively, belonging to network and security enterprises, with brand influence, so they were recognized by a group of consumers, with an online market share of 5.7% and 5.4% respectively in 2022.

Haikang Wei Vision is a giant in the field of security monitoring, mainly promoting industrial cameras, and sub-brand fluorite in products and marketing to achieve complementarity. In 2022, the combined online share of Haekangwei and fluorite was more than 12%, second only to Xiaomi.

Puffin as Huawei's ecological chain partner, the product has certain advantages in humanized design and ecological linkage, ranking in the top ten.

In addition, Internet, home appliance and mobile phone manufacturers such as Huawei, Hisense, Lenovo, TCL, OPPO, ZTE, Letv, Tencent, Tmall and other manufacturers have a layout in the surveillance camera market. Among them, Lenovo's performance is relatively eye-catching, starting in the second half of 2022, rising from 28th in January to 9th in December.

TOP10 brand sales share of China's surveillance camera online market in 2022, unit:% product direction: head, 4 megapixels, storage, night vision, intelligent care driven by big data, artificial intelligence, 5G, Internet of things and other technology, surveillance camera is no longer a simple video input device, but shows new features in product shape, performance and function.

In terms of product shape, the camera has changed from a fixed form to a rotatable form. Pan-TV cameras have become the mainstream of the home camera market, growing from 55% in January to 72% in December.

In terms of product performance, the camera screen display index has been improved. At present, 2 million and 3 megapixel cameras are the mainstream products in the market, with a combined share of 75%. As consumers demand higher picture quality, camera pixels are upgraded, with the share of 4-megapixel cameras growing most significantly, from 14 per cent in January to 27 per cent in December.

In terms of product functions, video recording, storage and night vision functions have become standard cameras. More than 80% of the surveillance cameras have the features of video recording, remote viewing and cloud storage. Through the cloud and remote, the use of the camera is no longer limited by time and place, making it more convenient and ensuring the security of the content. 97% of cameras support night vision and gradually evolve to color, with the share of day and night full-color cameras growing from 20% in January to 31% in December.

The function of intelligent analysis is continuously strengthened, and more and more products support intelligent tracking and detective functions. In 2022, more than 55% of products support tracking and more than 70% support detective.

In addition, the need for home care such as surveillance cameras to take care of young and old, pets and so on has been released. For migrant workers and nurtured families, supporting care for young and old is a rigid demand; for pet families, pet care and companionship is also a rigid demand. CTOnews.com learned that 9 per cent of surveillance cameras already support crying monitoring and 8 per cent of surveillance cameras support pet identification in 2022.

2022 Chinese surveillance camera online market product attribute sales share, unit:% forecast: 52.1 million consumer surveillance cameras in 2023 RUNTO predicts that China's consumer surveillance camera market will reach 52.1 million in 2023, an increase of 8.5% over the same period last year.

In terms of products, 4 megapixels will be standard for best-selling products, and 8 million flagship new products will be concentrated on the market; with the support of AI, 5G, Internet of things and other technologies, functions such as video storage and tracking detectives will accelerate penetration; the demand for family care will continue to increase, and functions such as crying monitoring, elderly falls, pet monitoring, active calls and other functions will be more applied to products.

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