Can Capital Markets Rejuvenate Building Intercom Market?

The economic situation at home and abroad is still very complicated, especially in the real estate market that is closely related to the building intercom market. The situation is still severe. With the in-depth step by step of the control policy, the days of the housing enterprises have become increasingly sad, and problems such as the breakage of the capital chain and the difficulty of financing have come one after another. Most of the housing enterprises are in deep difficulties. Real estate is one of the major application markets for security products. As people's demands for home security and intelligence continue to increase, the degree of integration between the real estate industry and the security industry has further deepened, and in particular, the use of building intercom products has become ubiquitous. Therefore, the building intercom market is closely linked with the property market. In general, the property market shakes and the building intercom market shakes.

From 2007 to 2011, China's building intercom companies experienced the peaks and valleys of the market like roller coasters. In the spring of 2012, many building intercom companies failed to feel the warmth and sunshine of the spring and continued to fumble in the cold market environment. With the waves of regulation of the property market promulgated from the central government to local governments, regulation and control efforts reached an unprecedented height. In the face of severe market regulation, the building intercom market is also facing major challenges.

Funds, channels, marketing ... ... a difficult problem has become a barrier to further breakthroughs in the development of enterprises. Is it breakout? Is it compromise? Will definitely make 2012 less peaceful.

The central bank raised interest rates three times and raised the deposit reserve ratio. As for the real estate market, the state has successively introduced a series of control policies such as the State’s eight articles, real estate tax, and purchase restriction orders. At the same time, it has launched the largest scale of affordable housing projects in history. The two conferences in 2012 have just ended. In the context of issues concerning people's livelihood, the regulation of the property market ranks among the "most outstanding". This is still the focal point of concern for delegates this year. In particular, Premier Wen Jiabao made it clear at a press conference that “the current housing prices are still far from being at a reasonable price, so the regulation cannot be relaxed. If it relaxes, it will prevail and it will cause chaos in the real estate market, which is not conducive to long-term real estate. And healthy development.” This voice came out, is undoubtedly a heavyweight to the Chinese real estate market.

The property market's regulation and control policies have followed a wave, and the regulation and control efforts have reached an unprecedented height. In the face of severe market regulation, the building intercom market is also facing major challenges. From 2007 to 2011, China's building intercom companies experienced the peaks and valleys of the market like roller coasters. With this experience, many building intercom companies not only have the joy of recollecting the glory and achievement four years ago, but also allow them to have a battleable experience in a new round of adverse economic conditions.

The property market shakes and the building intercom market shakes

Since the beginning of last year, the property market's control of several “big potions” has achieved significant results. According to statistics, the price of newly-built commercial housing and second-hand residential houses in the 70 large and medium-sized cities in the country fell or remained flat in December last year. All over the country by the purchase limit, limit loans, limit-led control measures to effectively control the price.

As the progress of some real estate developers has been affected, the timing of equipment selection has also been extended and the product positioning has been relatively lowered. For building intercom products from foreign equipment into domestic products, some are first-line brands into second-tier and third-tier brands, and some directly from digital products into simulated black and white products. Reducing costs has become the only life-saving property developer in severe cold in 2009. However, this straw gave a fatal blow to building intercom companies.

Looking back at the past, building intercom companies and real estate developers after the economic crisis have been greeted with more “deep sympathy”. As a result, the turbulence in the property market has brought shock waves to the building intercom market.

The "Home Living Project" cake looks large but it is difficult

Taking the “24 State Articles” in 2007 as a symbol, the central government strongly promoted the housing security system and construction. In order to ensure that the construction of the social security housing can be truly implemented, the Ministry of Housing and Urban-Rural Development has also signed “military orders” with provincial governments to include the construction of social security housing in the evaluation of local governments. The year 2011 is the first year of the “Twelfth Five-Year Plan”. The state clearly stated that 36 million sets of affordable housing projects will be started in the next five years, so that the coverage of affordable housing will reach 20%. Last year, the central budget allocated 103 billion yuan in subsidies for affordable housing construction. In 2012, the total number of affordable housing projects was set at 7 million units. Although less than originally planned, the amount of investment and construction work for housing and housing has been increasing since 2011. The opening of the housing project has brought enormous business opportunities to the entire security industry, especially to the recently downturned building intercom industry.

However, the seemingly huge market demand has become the pain of many building intercom companies. As affordable housing has limited prices, the price of products applied is low, and corporate profits are limited. If the market is squeezed to break into the market, the cost of marketing will remain high. Although the sales volume of products may rise, the combined corporate profits may have negative growth. This risk has caused headaches for many building intercom companies. Where do you go from here? This is undoubtedly a “strike” in market strategy for many building intercom companies that are seeking high-end products and technological advancement in recent years. How to timely adjust development strategies and plan product positioning has brought new thinking to these companies. If it does not involve such markets, it will continue to linger in high-end real estate projects. Undoubtedly, it will bind tighter to the harsh property market environment, which will further aggravate the risks of corporate development. Perhaps some companies believe that although China's property market is fluctuating, it will continue to rise in the long run. However, doing business is not just a matter of ambition, there are many social responsibilities, wages of employees, long-term development of funds, and so on. In the final analysis, the word "money". Business enterprises need to pursue profits. They have been consuming in this market that seems to have a large cake but cannot be touched. This will undoubtedly become a “destroyer” for self-destruction.

For the orderly development of the industry and for the continued operation of the company, after many measures, some manufacturers have also launched relevant products suitable for market demand in due course. According to Cai Rongrong from Fujian Guanlin Technology Co., Ltd., Guanlin has introduced a series of cost-effective economical and universal color video intercom products for the affordable housing market.

While protecting the basic functions of the product, users can enjoy the high-quality and high-definition color video intercom products at the price of black and white indoor units. This will not only help customers create quality real estate, but also fully improve the quality of homeowners' home life. This series of products has achieved great success in the market upon its launch, and has been recognized by many users. According to Shenzhen Hui Rui Electric Appliance Manufacturing Co., Ltd. Luo Qiang, for the housing projects, Hui Rui Tong introduced a new "Keji" series of products, the series of products mainly focused on price concessions, high-quality protection, cost-effective and so on.

The capital chain fluctuates and touches the bottom line of survival

Under the pressure of a series of policies, real estate companies have begun to face many problems, of which the most important is funds. As the “food and clothing parents” of building intercom companies, the funds of real estate companies have a problem, and building intercom companies will also face the problem of difficult payment.

It is understood that in 2011, the development of the building intercom market has been slow compared to previous years, and efforts have been maintained at around 20% growth. According to Hui Ruitong, compared with the same period of 2010, the growth rate of Hui Ruitong’s signing orders in the first half of 2011 was more than 40%, but the shipments and repayments were only in line with previous years, and the profit was not as good as before.

According to the performance report released by Anjubao on March 1, 2012, Anjubao achieved a total operating revenue of 253 million yuan in 2011, a slight increase of 4.04% year-on-year, and a net profit of 59.389 million yuan, a year-on-year decrease of 6.11%. The reason for the declining performance was that the company experienced a severe test of state real estate policy control in 2011, and the decline in sales of real estate companies had a certain impact on the performance of the company.

On the other hand, building intercom companies are small and medium-sized enterprises, and the state has relatively strict funding policies for small and medium-sized enterprises, and their financing channels for loans are too narrow. This has led many building intercom companies to focus their attention on the capital market. However, not every capital enterprise can “play with it, play with it”, how can it go through five levels, achieve victory in the capital market, lay a solid foundation for the subsequent development of the company, and become the heads of these companies. In front of the puzzle.

Without good financial backing, the continuous development of the company will face great difficulties. In particular, the R&D capital and marketing capital of building intercom companies are relatively large. If there is a certain funding problem in these two aspects, it will definitely affect the development of the entire enterprise. Shi Zhi, Director of Anzao Bao, told reporters that at present, the price of building intercom products is becoming more transparent and the profit margin is limited. However, the competition among enterprises is still intensifying. In the face of such a market environment, companies need to strive to improve the three core competitiveness of enterprise technology, products and services. All of these require the support of funds. Therefore, enterprises need to carry out a strategic layout based on their own situation, innovate the development model, and rationally configure the product structure.

The capital market can make gorgeous changes

On January 7, 2011, An Jubao was formally listed on the GEM of the Shenzhen Stock Exchange, becoming the first listed company in the building intercom market, which opened the curtain to enter the capital market. Since 2005, Tianjin Ya'an was listed as the first domestic security company in Singapore, the security industry has gradually emerged a number of listed companies: CSST, Dahua (002236, shares), Hikvision (002415, stock), Infinito (002528, stocks it), Jieshun Technology (002609, shares it), Anjubao, Diwei video (300167, stock it) ... As of now, the main or involved in the security business of listed companies reached more than 40.

Security companies are among the capital markets, not only bringing many opportunities to the enterprises themselves, but also an opportunity for the development of the security industry. In particular, the launch of the GEM market in 2008 is a rare opportunity for the security industry. Through the listing, many security companies have more funds for research and development, expand production scale, update equipment, and even in-depth development of the market, and the listing itself also has a strong brand communication effect. However, after careful observation, it was found that these listed security companies basically entered the field of video surveillance. As the safest city that has benefited most from the construction of Safe City, video surveillance has achieved unprecedented opportunities and created a large number of outstanding security companies. .

What about the building intercom market? Currently only Anjubao is a listed company. In addition, the business scope of Anjubao is no longer a single supplier of building intercom products, but an integrated supplier of community security and smart home systems. It focuses on community security technology research and development, and integrates building intercom, alarm operation, and video surveillance. , parking lots, etc., to develop a series of products supporting the smart community. From Anjubao's body, it can be seen that the traditional building intercom companies still have certain limitations. The traditional products and business models alone will only make the road narrower and narrower. If you want to enter the capital market, you must also make your "platter" bigger and stronger.

Digital IP technology, boosters in the market

The building intercom market is looking at technology trends. It is experiencing changes from analog to digital, from bus to TCP/IP. At present, in the building intercom project of residential quarters, the digital/analog hybrid networking mode occupies about 60% of the market with its extremely high cost-performance advantage. The bus network only occupies 20% of the market due to its own limitations. Digital intercom, which adopts a one-to-one TCP/IP network, has also occupied 20% of the market.

The introduction of digital technology not only solves the problems of poor anti-jamming capability, limited transmission distance, and incompatibility of the system in traditional intercom systems, but also has a very strong expandability, and it plays a role in system capacity, stability and community management. The role can not be matched by traditional intercom products. In addition, it can also provide standardized protocols and open interfaces that can more easily integrate with other manufacturers' products, interconnect with other systems, and facilitate product upgrades and maintenance. As a result, the problems that have been plaguing the traditional intercom system, such as call conversations, photo messages, and image transmissions, can also be solved.

With the development of the past two years, the all-digital intelligent control products have been widely accepted by the market. In the process of large-scale project bidding and project implementation, enterprises have clearly felt that TCP/IP technology is used in building intercom and home control systems. Extensiveness. In addition, due to cost considerations, the TCP/IP-to-unit networking mode is still the mainstream of the building intercom market, but due to the requirements for future system expansion, function expansion, etc., TCP/IP is purely digitized. The market demand for products will show a sharp increase.

With the introduction of digital technology, building intercom completely subverts the concept of video intercom, and many manufacturers expand the digital video intercom system into a smart home system on a digital intercom platform to form a home security and remote control system. Home automation, entertainment, community services and other systems constitute a comprehensive family management platform. Cai Xiaorong believes that although high-end digital intercom systems are more expensive than analog intercom systems in terms of product equipment costs, the entire system's pipe network construction costs, installation and commissioning are based on the overall system planning and long-term perspective. With the later maintenance and management costs, etc., the comprehensive cost of the digital system is more advantageous than that of the analog system. Using the digital system can also bring more added value. For example, the property manager can also collect advertising and other value-added service fees (such as Shopping, online VOD video on demand, etc.

On the basis of traditional building intercoms, smart home control and information services and value-added services have been integrated to transform building intercoms into a home smart terminal platform. At present, almost all the traditional building intercom companies are continuously introducing digital video intercom devices with smart home control functions, such as Honeywell's MoMasTM smart home system, TCL-Legrand's Ott smart home system, and Fujian crown. Lin's new generation of mobile Internet smart home management system and so on. After the smart home system is integrated, the building intercom will integrate functions such as SMS, announcement, photo/message, electronic photo album, security alarm, access control, smart home, community shopping, information home, and value-added services in addition to the basic intercom unlock function. . With the maturation and productization of smart home accessory technologies, digital intercoms will inevitably achieve more in-depth cooperation in their functions and be combined in a wider range to achieve more functions.