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国内摄像机市场发展趋势预测


国内摄像机市场发展趋势预测
Domestic camera market development tendency forecast 

  近年来,国内主流DVR厂商在羽翼渐丰后,开始逐步涉足摄像机市场。凭借多年来在技术、研发、营销体系等各方面的积累,尤其是对视频监控数字化、网络化的深刻理解及在技术方面储备迅速打开局面。相信,这支新生力量的注入,会为中国摄像机市场的竞争格局带来一些有趣的改变。本文从DVR厂商的角度,重点阐述分析了国产DVR与摄像机产品市场地位悬殊较大的根本原因,及DVR厂家为何具备改写当前摄像机市场格局的潜力。
  In recent years, domestic mainstream DVR manufacturer after wing gradually abundant, starts to step in the camera market gradually. Has relied on for many years in the technology, the research and development, the marketing system and so on various aspects accumulation, particularly to the video frequency monitoring digitization, the network profound understanding and stockpiles in the technical aspect opens up the perspective rapidly. The trust, this strength for new life's injection, will bring some interesting changes for the Chinese camera market competition pattern. This article from the DVR manufacturer's angle, the key elaboration has analyzed domestically produced DVR and the camera produce market status disparate big basic reason, and why does the DVR factory have the rewriting current camera market pattern potential. 

  这几年国内安防产业可谓是风起云涌,大批安防制造业崛起,其制造范围涉及到整个安防系统中各个环节的产品:镜头、摄像机、DVR、监视器、光端机、附件……等等。这其中最重要的两个产品市场是摄像机和DVR市场,其在安防市场上规模最大,也是安防系统中最为核心的两个产品。而在当前国内安防制造业中,这两个产品从涉足的厂家、产值来看也是最大的。
  For these years the domestic peaceful against industry was blustery, large quantities of peaceful against manufacturing industries rises, its manufacture scope involved to the entire peaceful against system in each link's product: Lens, camera, DVR, monitoring device, light end machine, appendix ......And so on. These most important two produce market is the camera and the DVR market, it the scale is biggest in the peaceful against market, is also in the peaceful against system the most core two products. But in the current domestic peaceful against manufacturing industry, these two products from the stepping in factory, the output value looked that is also biggest. 

国产DVR,已经获得相应市场之领先地位
  Domestically produced DVR, already obtained the corresponding market the leading position 

  相较于其它国产安防产品,可以说,目前国产DVR已经在相应市场中建立了一定的领导优势。约从05、06年开始,国内DVR厂家开始一飞冲天,其产品应用领域迅速覆盖了高、中、低各层用户,在市场上逐渐形成了占大头的局面,并建立起了良好的品牌。比如在典型的高端用户——金融行业中,所应用的DVR几乎全部为国产产品,其中以海康威视、大华等品牌为主的国内产品,获得了广大用户的认同,品牌认知度非常高。
  Compares in the other domestically produced peaceful against product, may say, at present domestically produced DVR had already established certain leadership superiority in the corresponding market. Approximately from 05, 06 years start, the domestic DVR factory starts to soar, its product application domain has covered the high, middle and low each user rapidly, formed gradually in the market has occupied the big end's aspect, and established the good brand. For instance in the model high-end user - - finance profession, DVR which applies is the domestically produced product nearly completely, regards, Dahua by the Haikang prestige and so on brand domestic products primarily, obtained user community's approval, the brand cognition has been high. 

  再来看摄像机市场中国产厂商与国外厂商的表现可以发现,前后者的市场地位始终有一定的落差。虽然目前涉足该市场的国内厂家数量众多,总体产值也颇为庞大,且部分厂家的生产规模也较为可观,但是在市场竞争中,大部分国内厂家的产品还是经常受到以日、韩为主的国外产品的压制。总体来看,其产品多覆盖至低端用户群。比较典型的例子,在金融行业中,就比较少见国产摄像机的身影,原由在于该市场大部分用户对国产摄像机品牌的认同度很低。
  Looked again camera market China produces the manufacturer and the overseas manufacturer performance may discover, around the market niche has certain dropping variance throughout. Although present steps in this market domestic factory quantity to be numerous, the overall output value is also quite huge, and the partial factory's scale of production is also more considerable, but in the market competition, the majority of domestic factory's product frequently receives by the Japanese and South Korean foreign product suppression primarily. The overall, its product multi-covers to the low end user group. Compared with the typical example, in the financial profession, the quite rare domestically produced camera's form, the reason lies in this market majority of users to be very low to the domestically produced camera brand approval. 

多方原因,促使国产DVR厂商获得长足进步
  The reason, urges the domestically produced DVR manufacturer to obtain in every way makes great strides 

  综合以上分析,我们认为国产DVR与国产摄像机分别在各自市场上获得的不同表现,是值得我们反思的。笔者作为安防从业者的一员,也一直在观察、揣摩这一现象,而且也不止一次与同行进行过磋商。大家都普遍认同以下一系列原因造成了这一现象:
  Synthesizes the above analysis, we thought that domestically produced DVR and the domestically produced camera separately the different performance which obtains in the respective market, is worth us reconsidering. The author takes peaceful against practitioner's one, also has been observing, estimates this phenomenon, moreover more than once has also carried on the consultation with the colleague. Below everybody general acceptance a series of reasons have created this phenomenon: 

  首先,国产DVR厂商在进入市场的产业机会上比较“讨巧”。在DVR产品市场,国内厂家是以产品开拓者的身份进入的,本身起到了对产品的领导与推广作用。而同期,国外厂家的DVR产品在市场应用等环节未能对国内厂家形成品牌压力,这些因素给了国内厂家进入及成长的空间与时间。而在摄像机市场,当国内品牌进入时,国外品牌已经在他们代理商的推动与教育下,获得了中国市场的初步认同,并且,国外大厂对中国市场的布局也基本一一落位。因此,国产摄像机品牌在起步阶段就面临着“洋品牌”的压制与竞争。
  First, the domestically produced DVR manufacturer in enters the market in the industrial opportunity the comparison “to take the easy way”. In the DVR produce market, the domestic factory is enters by the product earlier worker's status, itself played to the product leadership and the promoted role. But the same time, the overseas factory's DVR product in links and so on market application has not been able to form the brand pressure to the domestic factory, these factors gave the domestic factory to enter and the growth space and the time. But in camera market, when the domestic brand enters, the overseas brand already under their business agent's impetus and the education, has obtained the Chinese market preliminary approval, and, the overseas big plant also basic 11 falls the position to the Chinese market's layout. Therefore, the domestically produced camera brand is facing “the foreign brand” in the start stage the suppression and the competition. 

  其次,DVR厂家具备较高的起点和历史背景。目前,国内第一梯队的DVR厂商多起源科于研院所单位,它们涉入DVR行业时,都具有一定的企业规模、技术研发实力团队,以及较为专业的销售体系,即便是前期在DVR上的摸索,也算是“打着手电筒前行”。而反观国内摄像机厂家,他们在起步时就没有这么幸运,而且很多都是靠自己做代理时“摸着石头”慢慢积累,辛苦程度比较大。
  Next, the DVR factory has the high beginning and the historical perspective. At present, when domestic first echelon's DVR manufacturer multi-origin branch Yu Yanyuan the unit, they ford into the DVR profession, has certain enterprise size, the technical research and development strength team, as well as more specialized sales system, even if is the earlier period on the DVR fumble, is also “is hitting the flashlight vanguard”. But reviews the domestic camera factory, they when start not such lucky, when many are makes the proxy depending on oneself “feels the stone” to accumulate slowly, the laborious degree is quite big. 

  第三,DVR厂家在研发投入力度上比较大。目前,涉入DVR行业的厂家,特别是第一梯队的厂商多以核心研发能力见长,部分厂商所具备的高达数百人的专业研发团队,往往令国外同行也感到敬畏。一个有趣的现象可以证明:在国内的DVR厂家参观,你会看到大量的专利证书、软件著作权证书,并且主流的DVR厂商都已涉足国内、国际行业标准的制定。而现阶段,国内摄像机生产厂家相较于国外厂商来看,在研发能力上依然显得比较薄弱,研发工程师数量不足,综合素质有待提升。
  Third, the DVR factory is quite big in the research and development investment dynamics. At present, fords into the DVR profession the factory, specially the first echelon's manufacturer many grows perceptibly by the core research and development ability, the partial manufacturers have reaches as high as several hundred person of specialized research and development teams, often makes the overseas colleague also to feel the awe. An interesting phenomenon may prove: At the domestic DVR factory visit, you will read the massive letter patent, the software copyright certificate, and the mainstream DVR manufacturer stepped in domestic, the international profession standard formulation. But the present stage, the domestic camera Manufacturer compares in the overseas manufacturer, still appears quite weak in the research and development ability, researches and develops engineer quantity to be insufficient, the overall quality waits for promoting. 

  第四,DVR厂商基本建立了高品质制造体系。国内DVR厂家经过数年努力,其产品品质已经基本过关,不仅得到国内高端用户的认可,而且也得到国外大厂家的认可,很多国际上的大型安防厂家也已经在中国通过OEM形式进行采购。而多数国内摄像机产品,如果将其品质与国际标准相比,仍然存在很大的提升空间。
  Fourth, the DVR manufacturer has established the high quality manufacture system basically. The domestic DVR factory passes through several years diligently, its product quality already basically went through a strategic pass, not only obtains the domestic high-end user's approval, moreover also obtains the overseas big factory approval, many large-scale peaceful against factories internationally also already carried on the purchase in China through the OEM form. But most domestic camera products, if compares its quality and the international standard, still had the very big promotion space. 

  第五、国内DVR厂商的品牌建设进入发展成熟期。现在,国内DVR厂商多数都定位于自有品牌为主、OEM为辅,有些已经开始在国际市场上推出自己的品牌,并建立自己的销售渠道;而在国内市场,他们在销售渠道上的投入往往也令国际品牌相形见拙。相对健全的销售渠道,配合其稳定的研发制造能力,使其在市场上如虎添翼。而国内有不少摄像机厂家还主要是从事OEM生产,全心全意树立自己品牌的往往多以少数主流厂商为主。
  Fifth, the domestic DVR manufacturer's brand construction enters the development mature period. Now, the domestic DVR manufacturer most locates in the innate brand primarily, OEM is auxiliary, some already started in the international market to promote own brand, and establishes own marketing channel; But in the domestic market, they often also makes the international brand makes one on marketing channel's investment. The relatively perfect marketing channel, coordinates its stable research and development manufacturing capacity, causes it in the market even more powerful. But domestic has many camera factories also is mainly engaged in the OEM production, sets up oneself brand to be often many wholeheartedly by the minority mainstream manufacturer primarily. 

DVR厂商,助力国产摄像机品牌崛起
The DVR manufacturer, the boost domestic product camera brand rises 

  虽然DVR厂商在成长及发展中具备了多方面的优势条件,并确立了在市场中的品牌地位,但是他们要真正做好摄像机产品,还必须将工作落实到产品生产本身。其实,就产品而言,设计制造DVR是具有很大难度的。目前,国内主流的DVR产品都采用MPU+DSP的方案。一个DVR产品中需要涉及到几大技术模块:嵌入式操作系统、编解码、硬盘管理、网传。而传统的模拟摄像机基本上采用SONY等厂的套片,所涉及的主要是参数调整,从设计制造而言,要生产出一款稳定的DVR产品不比生产出一款稳定的摄像机简单。
  Although DVR manufacturer in grew and in the development has met various superiority requirement, and has established in the market brand status, but they must complete the camera product truly, but must work carries out the product manufacturing itself. Actually, speaking of the product, the design makes DVR to have the very great difficulty. At present, the domestic mainstream's DVR product uses MPU+DSP the plan. In a DVR product needs to involve to several big technical modules: The embedded operating system, arranges the decoding, the hard disk management, the net biography. But the traditional simulation camera basically uses factory and so on SONY wrap pieces, involves is mainly the parameter adjustment, says from the design manufacture, must produce a section of stable DVR product not to produce a model of stable camera to be simpler. 

  所以我们相信,随着国内一些主要的DVR厂家经过数年的积累,在羽翼渐丰并涉足摄像机市场后,他们凭借着研发、技术、营销等各方面的积累和优势,将会使摄像机市场发生一些有趣的变化:
  Therefore we believed that passes through several years along with the domestic some main DVR factory the accumulations, after the wing gradually abundant and steps in the camera market, they rely on are researching and developing, the technology, the marketing and so on various aspects accumulation and the superiority, will cause the camera market to have some interesting changes: 

  首先,这些DVR厂商会在摄像机研发上建立正规而强大的研发团队,这将与目前国内主流摄像厂商一起,带动国产摄像机的设计水准迅速地逼近国际品牌;
  First, these DVR manufacturer will establish regular and the formidable research and development team in the camera research and development, this with the present domestic mainstream photograph manufacturer together, will lead the domestically produced camera's design standard to approach the international brand rapidly; 

  其次,这些DVR厂商的高品质制造能力,将助力更多高品质国产摄像机产品的推出,尤其是稳定性上,加快国产摄像机接近国际水准。
  Next, these DVR manufacturer's high quality manufacturing capacity, will boost more high quality domestic product camera product extrusion, particularly in the stability, speeds up the domestically produced camera close international level. 
    
  如果这一局面出现,那么可以预见,在国内摄像机市场上,国外品牌将有可能承受巨大的冲击。其依靠品质与品牌独霸高端用户群的局面将会被打破,价格也将被迫向国产摄像靠近,市场份额也将缩减,而国产品牌难以得到用户认同的局面将会得到改观。
  If this aspect appears, then may foresee, in the domestic camera market, the overseas brand will have the possibility to withstand the huge impact. Its dependence quality and the brand will lord over the high-end user group the aspect to break, the price will also be compelled to the domestically produced photograph to approach, the market share will also reduce, but the domestically produced brand will obtain the user approval aspect to obtain with difficulty has a new look. 

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