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The Chinese civilian security market is experiencing a significant transformation, with increasing interest from both households and small businesses. It has been estimated that urban households in China will purchase approximately 50 million security system units over the next five years. At an average cost of 1,000 yuan per unit, this could create a market worth 50 billion yuan, with an annual demand of around 10 billion yuan. Smaller enterprises, supermarkets, and other institutions are also expected to contribute to the growing demand for security solutions.
However, despite this promising outlook, experts suggest that the civilian security market in China is still in its early stages. Currently, the industry is largely driven by government initiatives and large-scale projects such as "Safe City" and "Smart Cities." While these programs have helped open up the market, the civilian segment remains underdeveloped and faces numerous challenges during the implementation phase.
The rise of smart homes is now seen as a key driver for the growth of the civilian security market. According to Deng Wenjie, Executive Vice President of the Shenzhen Security and Prevention Industry Association, although the security industry has evolved over decades, the potential in the civilian sector is immense, and it is only just beginning to take off. Similarly, Jiang Haiqing from Hikvision emphasized that civilian security products are still in the development stage, but their future applications are promising.
In recent years, major players like Hikvision (002415.SZ) and Dahua (002236.SZ) have started expanding into the civilian market. Smaller companies have already been targeting this segment for several years. According to data from the Guangdong Institute of Advanced Industrial Science and Technology (GGII), the global smart home market was valued at around 42 billion USD in 2009, and it has been growing at a rate of 20-30% annually. By 2015, the market was expected to reach 124 billion yuan.
With the advancement of technologies like the Internet of Things, cloud computing, IPv6, and ZigBee, smart homes are becoming more viable, leading to increased investment and innovation in the sector. In 2012, the civilian security market grew by 20%, which significantly accelerated the expansion of security companies. Experts predict that the growth rate will reach 30% in 2013, and by 2014, the market could experience explosive growth as smart home applications become more widespread.
Hikvision’s Chairman, Chen Zongnian, believes that both governments and individuals are increasingly aware of the importance of safety. This growing demand presents new opportunities for companies to expand rapidly. As part of its 2013 strategy, Hikvision focused on service-based business models, targeting small enterprises and families with tailored products and services.
The initial growth of the civilian security market has been most visible in first-tier cities, where residential communities form the largest consumer base. However, as the market matures, security companies are now expanding into second- and third-tier cities, and even rural areas are starting to adopt surveillance systems.
Despite the potential, the civilian security market presents unique challenges. Unlike the commercial sector, where buyers often have clear procurement processes, the civilian market is more fragmented and requires a different approach. Consumers tend to be more price-sensitive and value user-friendly, aesthetically pleasing, and secure products. Companies must focus on simplicity, design, data protection, and after-sales support to succeed.
To effectively tap into this market, security firms need to rethink their product development and marketing strategies. Key considerations include understanding household purchasing power, designing intuitive interfaces, ensuring aesthetic appeal, and providing reliable maintenance services. While the scale of civilian purchases may not match government contracts, the long-term accumulation of success can lead to substantial market share.
As the civilian security market continues to evolve, it represents a valuable opportunity for both established and emerging players in the industry. With the right approach, companies can build lasting relationships with end-users and establish themselves as leaders in this growing sector.