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

CTOnews.com, October 31, Runto Loto Science and Technology Research official account today released a report on "monthly tracking of China's surveillance camera online retail market", which introduces the data of the domestic camera online market in the third quarter of 2023.

CTOnews.com learned from the data disclosed by Loto Technology that the Chinese surveillance camera market (excluding content ecommerce such as Doukuai) sold 6.52 million units in the third quarter, up 46.8% from the same period last year, and sales of 1.47 billion yuan, up 49% from the same period last year. The average market price is 225 yuan, which is basically the same as that of the same period last year.

Loto Technology said that with the resumption of social and economic activities in China, people's behaviors such as business travel and travel are gradually increasing, and consumers' demand for family safety, companionship and monitoring is growing, which is significantly reflected in the vigorous development of the camera market.

After a brief hesitation in the first quarter, the market reaped a 27.7% rise in the second quarter and expanded the increase to nearly 50% in the third quarter.

▲ unit: ten thousand units per hundred million yuan, Tuyuan Runto Loto Technology Research official account Lotu Technology said that compared with the second quarter, nine brands firmly ranked in the TOP10 sales list in the third quarter, with Xiaomi, Joan and Fluorite in the top three in the online monitoring market. :

Xiaomi ranked first in sales, accounting for 15.2%. Xiaomi 2 and 3 cameras led to a 32.4% increase in brand sales compared with the same period last year. Among them, the 3 pan platform version is a new product this year, with a 5-megapixel camera.

Joanne's share of sales rose for three consecutive quarters, rising to 11.2% in the third quarter. Its focus is on Tmall platform e-commerce, product promotion is strong, and the quantity of new products is very fast.

Fluorite ranked third, with a 6.5% share of sales, up 28.4% from a year earlier. Fluorite has launched a multi-product line ecosystem of "camera + smart door lock + smart doorbell", which continues to infiltrate into the family. Its parent company Haikangwei focuses on the layout of outdoor products, and the dual brands have formed a "indoor + outdoor" closed loop in the consumer market.

▲ unit:%, figure source Runto Lotu Science and Technology Research official account Lotu Technology claimed that by the end of the third quarter, China's surveillance camera market showed the following characteristics:

At the brand level, the industry is highly attractive, and the scale of the online market and the brand continue to expand. There were 192 new brands in the online market in the first three quarters of 2023.

At the product level, although the head camera is still the mainstream form, it will tend to be diversified in the future: Binocular multi-eye, video large screen camera, robot shape, mobile camera and so on are becoming the direction of differentiated innovation.

At the application level, the security monitoring needs of outdoor scenes are released quickly. Typical scenes include residential doorways, garages, gardens, express cabinets and so on.

At the ecological level, cameras are more closely related to other emerging smart products: smart door locks with cameras, smart speakers, mobile smart screens, and so on. The camera can not only achieve a single product linkage, but also quickly integrate into the innovative intelligent hardware as an important part.

Throughout the year, Loto Technology predicts that China's online surveillance camera market will maintain a substantial growth trend in 2023, reaching 23.28 million units, an increase of 24% over the same period last year.

▲ inner ring 2022Q3, outer ring 2023Q3, image source Runto Loto Science and Technology official account in addition, Loto Technology said that head cameras are still the mainstream of the consumer surveillance camera market, and ball machines are rising rapidly.

In the third quarter of 2023, the penetration rate of head and head in camera sales was 52.7%, and the sales share decreased by 4.4% compared with the same period last year, followed by ball machines, accounting for 32.9%, with a year-on-year increase of 6.5%. The main reason is the increase in demand for outdoor scenes.

In the third quarter, the share of sales of binocular and multi-eye products was 10.1%. Loto Technology believes that although the current penetration of related products is relatively low, mainstream brands such as Haikang Weiwei, Dahua, Lenovo, PUL and so on have begun to layout.

At present, monitoring products are developing in the direction of higher definition. In the third quarter of 2023, there were mainly 2-and 3-megapixel cameras, with a sales share of 30.7%, especially a decrease of more than 10 percentage points in 2-megapixel sales, while 4 million and 5-8-megapixel sales increased by 2 and 12 percentage points respectively.

▲ inner ring 2022Q3, outer ring 2023Q3, image source Runto Lotu Science and Technology Research official account Lotu Science and Technology believes that consumers' demand for outdoor scene monitoring is still increasing.

In the third quarter of 2023, the share of outdoor cameras reached 32.5%, an increase of 3.4 percentage points from a year earlier. Brands such as Haikang Weishi, Batian and Great Wall have accumulated in the field of industrial security for many years and have advantages in technology, so they dominate the outdoor market segment. Xiaomi, puffin, 360 and other traditional household brands also pay attention to the outdoor needs of consumers, and gradually adjust and increase the layout of outdoor products.

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