After experiencing the era of municipal and commercial profits, today's security market has begun to expand to the civilian market.

However, although the growth rate of security in the civilian market is fast, the overall market chaos and the inconsistency of standards are just like a wall. It is in front of the entire security and civilian market and restricts the advancement of the industry.

Rapid growth of the market If "Safe City" has brought a leap forward for the security industry, then "Smart Home" is a turning point for civil security market.

According to Deng Wenjie, executive vice president of the Shenzhen Security and Prevention Industry Association, although security has undergone decades of development, the civilian market has the greatest potential, and now the civilian market has just started. Jiang Haiqing, vice president of Hikvision [-3.28% Capital Research], also introduced that at present, security and civilian products are still in cultivation, and their application prospects are very broad.

This year's security tycoons such as Hikvision, Dahua, etc. have already established a route for expansion into the civilian market, and the expansion of the civilian market has also led to a clarion call. Some SMEs targeted the civilian market as early as two years ago.

According to statistics from the Institute of Advanced Industrial Science and Technology (GGII), in 2009, the smart home market cake was about 42 billion US dollars, and the market is growing at a rate of 20%-30% every year. It is expected that the cake will reach 124 billion yuan by 2015. Since the rise of technologies such as Internet of Things, cloud computing, IPV6, and ZigBee (wireless technology), smart homes have ushered in the spring of development.

In 2012, the growth rate of the civilian security market reached 20%, which greatly stimulated the speed of the deployment of security companies. Deng Wenjie expects that the civil security market growth rate in 2013 will reach 30%. With the improvement of smart home applications, by 2014, the civil security market will show explosive growth.

Chairman of Hikvision's Chen Zongnian believes that not only governments around the world are increasingly aware of the importance of safety, but also ordinary people’s thirst for security is becoming more and more intense. Under such market conditions, they provide enterprises with opportunities for rapid growth. .

With the rapid development of the civil market, Hikvision also launched security products for the civilian market this year. Hikvision mentioned in its financial report that the company's 2013 key development direction was placed on the service business. It focused on small and micro enterprises and family needs, and adopted products, services and services to develop the civilian market.

The outbreak of the civil defense market began as early as the residential community in the first-tier cities. “The residential residents in the first-tier cities are the largest civil security application market at present, and they are also the land for the company to scramble for.” Zhang Yanli, chairman of Shenzhen Songda Technology Co., Ltd., told the “New Industry” reporter, “but with the deepening of the civilian market At present, security companies are rapidly expanding into second and third-tier cities, and even some rural areas have begun to use monitoring systems."

Industrial integration is due to the fact that municipal projects occupy more than 70% of the market share of security, and this part of the project is often dominated by large companies, so that the space for survival and profitability left to SMEs is getting smaller and smaller.

The main reason for companies to go to the civilian market is the obvious polarization in the security market. Big companies are getting bigger and bigger, and they almost monopolize the municipal engineering projects. The small enterprises' living space is getting smaller and smaller and they have to find new ways. Deng Wenjie believes that due to the high requirements of government engineering on product technology, quality, and the financial strength of enterprises, many small and medium-sized enterprises cannot meet their requirements and can only choose a civil market with a low threshold.

Basically, the government project adopts the BT (Building-Transfer) model, which means that 20% of the funds are paid in advance, 30% is paid after the project is completed, and the full amount is paid in the end. Some projects are delayed for a period of one or two years, and others are delayed for three or five years. Enterprises with insufficient cash flow cannot afford this financial pressure at all. Even some listed companies are often overseen due to excessive accounts receivable. Will condemn. At the same time, this is also the first criterion for measuring the strength of enterprises in the selection process of government projects.

In 2012, Hikvision issued an early warning in its financial report. Judging from the company's full-year performance, Hikvision achieved operating income of RMB 7.214 billion in the reporting period, a year-on-year increase of 37.89%; net profit attributable to shareholders of listed companies was RMB 2.137 billion, an increase of 44.28% year-on-year.

Hikvision's accounts receivable amounted to 1.597 billion yuan, a sharp increase of 68.46% year-on-year, accounting for 22.14% of accounts receivable.

"If you look at the value of accounts receivable and the proportion of your income, Hikvision is indeed very high, but this is not a phenomenon unique to Hikvision, but a common problem in the entire security industry. It is also a situation encountered by all walks of life during the economic downturn, "said Zhang Li, an analyst at Galaxy Securities.

At present, the domestic security industry is basically divided into three camps: fewer than 10 enterprises with a sales scale of more than 1 billion yuan, such as Dahua, Hanbang, and Hikvision, and the scale is between 4 and 1 billion yuan. There are not even 20 companies; most of the companies are concentrated in the following three or four hundred million yuan, and the number is as high as tens of thousands. This part of the company is also the main representative of the civilian market.

The lack of standards in the industry In today's security market, only the transportation, finance, fire and other departments, the product requirements set a more stringent industry standards. In other areas, there is no relevant standard, or the reference standard has no obvious effect, and it has not been enforced.

This is also the fundamental reason why the civil security market has not yet been widely popularized.

Due to the lack of standards, security products can hardly rise to higher platforms. System integrators cannot use the same type of products on the same platform in the market. When similar products on the market are incompatible, consumers have to go more detours. . "Security products must go to the mass market and must have corresponding standards." Zhang Yanli said frankly, "If a model of a product is broken, buying another model can also be used instead. That market can basically be opened."

"The establishment of security standards is imperative." For today's turbulent status of the industry, Jia Ruichun, director of the National Security Supervision and Inspection System Product Quality Supervision and Inspection Center Shenzhen Office, reluctantly sighed. "The standards that are used today are building standards that were implemented several years ago. Not only are there no obvious results, and they are not enforced, so it is very difficult to popularize them."

Jia Ruichun further explained that "the lack of standards in the security industry is due to the fact that product replacement is too fast and standards do not keep pace with the development of technology; on the other hand, the standard-setting process is too complicated."

It is understood that the national security department originally planned to launch security standards by the end of 2012, and later postponed this plan until June 1 this year.

However, as of the end of June, this standard has still not seen movements. Jia Ruichun revealed: "The plan to introduce the standard will be delayed until August this year."

A camera company in Shenzhen told the "New Industry" reporter that "the standard has been launched for six or seven years. The reason why it has not yet been implemented is because it involves different interest groups.