Intelligent Building Security You are a brand management faction

The big cake of smart building has been quite attractive, but it is not difficult for smart system manufacturers to get a small piece, especially security manufacturers. As the current intelligent construction industry does not have strict security protection evaluation standards and norms, security brands from the "international big names" to the domestic first-line, second and third line or even runners, each way to show great power.

High-end projects, use international big traditions

Just like safety precautions, the concept of intelligent building is also a foreign object in China. Regardless of public projects or commercial buildings, early-stage engineering construction, weak current systems including safety and security systems are almost always foreign brands. Even today, tenders for major projects such as high-end hotels and benchmark office buildings can see the continuation of this tradition.

Taking a foreign-related hotel as an example, it also favors international brands in the purchase of security products. According to an engineer surnamed Yi of Beijing Hotel Security, said: “Foreign-hotels must be in line with international standards in the hotel’s intelligent system design. This is also very clear in the selection of security products, and it tends to favor international brands, such as the monitoring of our hotels. The German Dallmeier is used, the access control is KABA in Switzerland, the system for alarm and fire is Sicom's system, and the BA building control is Honeywell."

This is particularly true of public projects. Among the recommended brands issued by the Housing and Urban Development Bureau, the top three are all foreign products. “When selecting a monitoring device for a government project, Bosch, Pelco, and Honeywell are generally designated. There is a limitation in this: A project bid appears to be fair, but so many government projects have adopted these three categories in one year. The product will form a monopoly.” Li Jinbao, chief engineer of the Building Intelligence Division of Shenzhen Das Intelligent Co., Ltd., said, “Actually, Hikvision’s cameras were only second-class brands. They are rarely used in government projects. Now they are only countries. Hikvision only came out with a brand and a second-class brand, and the original public building projects with more than 6 million or 10 million products all use a class of products. The brand is still somewhat unfair."

Such "partial favoritism" will cause domestic manufacturers some complaints. However, it is not the government that gives foreign companies "super national treatment." It also has its starting point. First, the credibility of international brand representatives is high. On the other hand, due to the high quality of products and long-term use, the failure rate of equipment is low. Under the responsibility system, they are often more willing to choose international brands.

Excellent quality

First of all, from the quality point of view, due to stricter risk management and control of foreign product products, raw material texture is too hard, practical application is also quite stable, and product life cycle is relatively long. Judging from the smart home control systems that most residential property owners and hotel properties suffer from, high-end projects tend to favor Fermax, Honeywell, and Andromeda.

“The replacement rate of residential security equipment is related to the brand of the application. In the past two years, some of the products were made in a shoddy way, the price was low, and the developers were also installed. Now it is impossible to repair because of a breakdown. Because the manufacturing plant has closed down, the products and parts cannot Supply, this time we must report to the industry committee to organize the owners to discuss the replacement of equipment.” Hong Gengde, chief engineer of the engineering department of Shanghai Fuxin Property Management Development Co., Ltd., said, “After the funds are implemented, we generally recommend Fermax’s smart home and Intercom products. Fermax products have excellent quality, we have spent more than ten years in some projects, and the failure rate is still very low."

Brand ring

According to Liang Liang, chief engineer of Shanghai Jiankun Information Technology Co., Ltd., the foreign company's brand name is loud and the service is also creditworthy. It is also on-site maintenance. Some small and medium-sized companies in China are often temporarily employed for an hour to go to the scene and perfunctory; After-sales support from foreign companies is not only suits are straight but maintenance tools are also very elegant.

In addition, localization strategies for foreign brands also add points for themselves. "Fermans, Bosch, Sony, Tyco, Honeywell and other companies have established R&D centers or factories in China, and respond quickly to after-sales maintenance," said Shanghai Fuxin Hong.

Since the anti-theft alarm and access control are usually few in the intelligent building project, even if high-end products are used, the costs incurred will not be too high. In particular, large-scale weak electricity integrators, in these two product areas, pay more attention to the product reliability and low maintenance of international “old” and “big” brands. Such as burglar alarm will generally buy Bosch, Honeywell, Canada Maple Leaf, Tyco, access control is Tyco, Honeywell, Ingersoll Rand and other brands. In addition, Siemens, Schneider, Panasonic, Samsung, Bosch, Infino and others in the monitoring field are also very popular.

National product into ****

As the capital investment for each building is different, the function and demand are different. The integrator and the owner do not blindly “respect the ocean” in the purchase of security products. On the contrary, the domestic high-end brands rely on their advantages in cost-effectiveness and the improvement in quality and service. They are highly respected by mid- to high-end and mid-end markets, and have gradually become a smart building security market.

The obvious advantage of price/performance ratio

“Domestic manufacturers may produce one or two hundred cameras. If you sell two thousand, a large market will disappear. Your single camera can be used for five years, domestically can be used for one year, even if the domestic annual update. There is still a cost-effective advantage.” Zhang Xinfang, manager of Honeywell’s southern China engineering division, said bluntly that in the face of increasingly fierce price competition, foreign companies would still feel “stressed.”

The price war has the most obvious impact on the video surveillance market. When consulting integrators and users of the survey asked which brands are generally purchased by surveillance cameras, the frequency of domestic brands such as Hikvision, Dahua, and Tiandi Weiye is high. .

“Now is what Party A needs, we will go to the market to find the best price-performance products, we do not specify a particular product.” Da Shizhi Li Jinbao said, “Generally consider the cost-effectiveness and applicability, such as In a large park, its security front is dotted with tens of thousands, and it is impossible to use all imported things. The best solution is to use imported products at key locations, and other domestic brands, while the brands that are frequently used in projects include wiring. The CommScope, Hikvision video surveillance."

Domestic brands have spread all over the country, even to border areas. According to Mr. Tian of Xinjiang Tarim Hotel Security Office, in the first half of 2012, the Tarim Hotel rebuilt the surveillance room and updated some front-end equipment. The currently used monitoring equipment brands are Tianweiye, Dahua and Samsung. ”

"Quality, service is not worse than abroad"

In the interview, we learned that in addition to price advantages, domestic security products also performed well in terms of quality and service. Many integrators responded that the equipment quality of domestic high-end security brands is not lost abroad.