The security market has evolved beyond the era of municipal and commercial profits, now expanding into the civilian sector. While the growth of security in the civilian market is rapid, the lack of standardized regulations remains a major obstacle. This inconsistency creates a barrier that hinders the industry's progress and leads to market confusion.
The rise of "Smart Home" technology marks a turning point for the civil security market. According to Deng Wenjie, Executive Vice President of the Shenzhen Security and Prevention Industry Association, the civilian market holds immense potential, though it's still in its early stages. Hikvision’s Jiang Haiqing also noted that consumer security products are still in development, with vast application prospects ahead.
Major players like Hikvision and Dahua have already begun their expansion into the civilian market, signaling a new phase of growth. Small and medium enterprises (SMEs) have been targeting this space for years, recognizing its long-term value. According to GGII, the smart home market was valued at around $42 billion in 2009, growing at an annual rate of 20-30%. It is expected to reach 124 billion yuan by 2015, driven by technologies like IoT, cloud computing, and ZigBee.
In 2012, the civilian security market grew by 20%, prompting faster deployment by security companies. Deng Wenjie predicted a 30% growth rate in 2013, with explosive growth expected by 2014 as smart home applications become more widespread. Hikvision’s Chen Zongnian believes that both governments and individuals are increasingly aware of the importance of safety, creating opportunities for businesses to grow rapidly.
Hikvision has recently launched security products tailored for the civilian market, focusing on small businesses and families. In its 2013 financial report, the company emphasized service-based business models, aiming to meet the needs of everyday users. The residential community in first-tier cities has been the starting point for this market, with residents representing the largest current consumer base.
As the market expands, security companies are now moving into second- and third-tier cities, and even rural areas are beginning to adopt monitoring systems. However, the industry faces challenges due to the dominance of large firms in government projects, which account for over 70% of the market share. This leaves limited room for SMEs, pushing them toward the civilian market where entry barriers are lower.
Government projects often use the BT model, requiring upfront payments and delayed full payment, which strains cash flow. Many SMEs struggle with this, and even large companies face issues with accounts receivable. In 2012, Hikvision reported a significant increase in accounts receivable, highlighting a common problem across the industry.
Currently, the domestic security market is divided into three tiers: a few top companies with over 1 billion yuan in sales, several hundred million yuan-scale firms, and tens of thousands of smaller companies that dominate the civilian market. Despite this, the lack of unified standards remains a key issue.
Only certain sectors like transportation, finance, and fire have strict industry standards, while others lack enforceable guidelines. This absence of standardization limits product compatibility and consumer confidence. As Zhang Yanli pointed out, without proper standards, it’s hard to scale up and gain mass adoption.
Jia Ruichun, director of the National Security Supervision and Inspection System Product Quality Supervision and Inspection Center Shenzhen Office, stressed the urgency of establishing security standards. He mentioned that existing standards are outdated and not effectively enforced, making it difficult to promote them widely.
The national security department had planned to launch new standards by the end of 2012, but the timeline was pushed back to June 2013 and later to August 2013. A Shenzhen-based camera company revealed that the delay is due to conflicting interests among different stakeholders. Until these standards are implemented, the civilian security market will continue to face challenges.
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