Hanwha's Brazil Business Examined
Hanwha has become a major competitor in the US, but its Brazilian business faces much greater challenges.
IPVM has been in Brazil the past few months meeting with local Brazilian professionals, gaining a better understanding of the market.
In this post we examine Hanwha's Brazil business, discussing the Korean manufacturer's market positioning, recent successes, and challenges within the Brazilian market.
- Estimated Market Positioning
- Products / Models Popular in Brazil
- Recent Successes
- Branding Challenges
- Problems with the "Hanwha" Name / Pronunciation
- Sales and Channel Still Rely on Samsung Name
- Rebranding
- Improving Brazil Sales
- Organizational Disorder
- Dropping Distributors
- Lack of Stock
- Geographical Focus
This is the first in a series of posts examining the Brazilian businesses of various video surveillance manufacturers.
Estimated ****** ***********
** ******, ****** ** * ***** provider ** ***** ** **** *** dollar ***** **** * ****** ******-***** employee ********** **** **** **-******* ***** totaling ******* $* *** $* *******, with ***** **** ******* ****** ** be ******* *** ** *** *********** pandemic.
** **********, *** ******* ***** ************ sellers ** ****** ************(* ***** ******* ********* **** *****) and ********* (***** *****-******* *************). ******'* ******* ** **** * fraction ** ***** *********. ************, ** estimate ******'* ****** ******* ** ** significantly ***** **** ****' **-******* *******.
********* ******** **** ****** ** ******* to *********** *********** *****, ** **** covered *********************. ******, ****** ****** ********* *** Hikvision, **** *** **** ***** ************* and **, *********, ******* ** ***** import ******* **** ******** *** ***** differential ******* ****** *** ***** ******.
** * **** **** ****, * Brazil-based ************ ************ ************* ******'* ******** in *** ****** ** ******* ** those ***-***** ******* ****-***, ***-*** ********, with ******'* ******* *********** ***** ******* manufacturers:
********* *** ********* ******** **** **% of *** ******. ***** ******** ******* Hikvision; ****, *****, *** *****, ***. maybe **** **% ** ******.
*********** ******* ******* *************
****** ** **** ** **** *** solutions ****** ****** ** ***** ****** than ******* *********** **** ** **** and *****, **** ** ***** **** lack **-******* *************.
******** ******* *********** ** **** **** price ** *** **** ********* ************* of ********* ***-*****, **** *** ******** professional ******* **** ***** ** ***** more ********* **** *** ******* ** the ********:
********* ****** ** **** ******* ** prices *** *** *********.
* ****** ****** ****** ******** ****** this *********:
* ********* ***** ****** *** **** cameras *** **** *** ******** **** buy *** ****** ******* *******.
****
*** ** *** ***** **** ******** to ***** ****-********* *********, *** ****** competitor ********* **** *** ****** ************, as **** ** ******'* *******, *** in *** **** ******** ** ********** off ** *** **** **** **** non-NDAA-compliant ********* *** ** ***** ******* in ******.
Products / ****** ******* ** ******
**** ***** **** ******* **** ******'* L-series, ********* ******-*****,***-******** ******-*****(**** ********* ** ***** *******) ** well ** ********* **** ** ******-********** **** ** ******.
Recent *********
****** ******, ****-******** ********
* ****** ****** ******** *** ***** with **** **** **** ****-********, ****** sector ******** *** *** ** *** Korean ************'* ****** ********:
****** ** ********** ** ****** ******, high-security ******** (*.*. *****, ********, ******, and *****).
*** ****** ****** ***** ****** ******* that ****** *** ****** ******* ***** local ***********, ******* ** **** ** a ***** ** *************** ********** **** as ***** ****** *****:
*********
******* ***********
************ ** ****** ********* *** **** be ****** *** ****** ************'* ******** in ******, **** *** ********** ********** that ***** *** **** * ***** improvement ** ****** ********* **** *** past *–* *****, ******* ****:
**** *** ********* * *** ** money ** ********** *** **********.
***********, * ****** ****** ****** ******** was ***** ** ****** **** *****, telling **** **** ******'* ****** ********** are *** ***** *** ******* *********** to ** * ******** *******.
** * ******* **'* * ****** point, ** ******, *** **** * strong ***** ***** ******’* ***** ********.
Branding **********
***** ************* ************ **** **** **** the ******* *** **** ******** ******* facing ****** ** ****** ** * complex ********/**** *******.
Problems **** *** "******" **** / *************
*** **** ** *** ******* **** in ******'* ****, ***** ** ***** mispronounced ********** ****-***, ** ** *** ******** **** Ana/Anna. *** **** ** ********* ******* to ****** **********- (** **** ** Spanish-) ********. **** **** ** *** name ***** ******** ** ******* **** are ****** ****** ** (*.*. "*") or **** *** *** ****** ** (i.e. "*") ****** ********, *** ****** is **** **** ***** *************—**** ******'* own *********** *** *** *** ******* to ***-*****—******** ** ********* ********* *** company's ****. ** ********** ********** ** a ****** ****** ****** ********:
****** *** ********* **.
Rhymes **** *****
************, ****** ** ************* ******* ** many ** ****** ** ** * Chinese *******. ** ********** ********** ****** for ********* *** ******** ********** ***** the ****, ************ ****** ** **** had **** ***** **** ******* *** fact **** ****** ****** **** *****:
**’* **** * **** *** *** us ** ***** **** ****** *** a **** *******. ** **** ** introduce ***** ** *** ***’* ******. All *** **** ******** ** *** technology. **** ****** **** ****** ** easier **** *** ***** *******.
**** ********* *** ****** ** ** industry ************ ******** **** ******'* ********** as **** ** ** * ****** Brazil-based ****** ********, *** ************ **** IPVM:
************, ***********, *** ***-***** ***** ***, “Who ** ******?”
******** ** * ***** *******...****** **** Dahua.
****** **, ** ***** *********, ***** of *** ****** ***** **** *** company ***** ******** ***** "*******" ** the ** *** *** ** ******.
Sales *** ******* ***** **** ** ******* ****
** ***** ************* ************ *** * perceived **** ** *** ***, ******* parties **** ****** ** **** **** the ******* **** ** ***** **** throughout ***** ******* ** ***** ** Hanwha ********, ********* ** ******'* *** employees.
**** * ****** ****** ******** *** an ********** **** **** **** **** they ****** ****** ** *** "******" name **** "*******," **** *** ********** claiming **** ******* ** * ***** commodity *** ** **** ** *** popular ****** ******:
***** ******, ** **** ** *** Samsung ** **** ****** **** ***** that ****** ** ******* *** ***** that ** ****** ** ***** *** Brazilian ******.
*********, **** ********* ** * ****** implementation ** * ***** ******** *******, a ****** ******** **** ******'* ********** confided ** ****:
**** ******* ********* *** ******* *** think **** **** ******* *******.
**********
*** *********** ******** **** ******'* ****** operations ********** **** **** **** ****** "recognizes **** ** *** ** **** harder ** *** **-******* *********:"
*** **** ** ** **** **** about ***** ***** ** ** ********* and *********** ***** ******* **** ***** Korea *** **** ****** ***** **** the ******* ****** *** ** *** part ** *****.
** ******** ** ************* *** ****** with ***** *****, *** ****** ***** to ******'* ****** ********** **** **** that:
******* **** ** ** *** *** Wisenet **** ***** ******* ******* ** Hanwha ** *******. *** ******* *** Wisenet, ** ** * ***** ****** and * ******* **** *** ****** facilitate ********.
**** ****, *** ****** ********** ** not ********* **** *** ******* ******* idea, ********* ******* *** **** ** still *******, ******** **** * ******* letter (*.*. "*") *** ******* ** IPVM:
******* *** ******* ***** ** *** past. [*******] *** *** ****** ******* enough ** ******* **** *********. ** you ** ***** ***** ****ê*** [*ã* *****'* **** street]*** *** "*******," **** **** ***** "Samsung."
*** ********** ********** ****** *** *** thinking ******* *** ***** ******** ********* strategy, ******* **** **** *** **** option *** ****** ** ** ** back ** ****** *** *** **** a **** **** ***** ********* *** pronounce:
******** ** *** ***** ***** **** should **** ****.
Improving ****** *****
* ***** ************ ************ ********* ** IPVM **** ****** ***** ******* **** an ******** ****** ***** ******** *** that **** ******* *** ******** ** sell **** ** ******:
******’* ******* ***** ***** ** **: “We *** ** **** ** ****/*****/***** but **** ***** ******.” ****** ***’* locally ******* **** **** ********.
** ********** ****** *** ********* **** Hanwha ** *************** ** ******, ******** that *** ****** ************ ** *** selling *********** ******* *** ******* *** that ***** ** ** ****** *** Hanwha's ****** ******** ****** ** ************ by *** ****** ********:
****’** *** ******** *** ******** **** want ** ****. **** **** ** that **** **** ** ***** **** in ****** **** **** ** ****. They *** *** *** **** *** market.
** **** ***** **** *** “[******] is ** **** ** ****/*****/***** *** with ***** ******” ******** ** ********** for ****** ** *** **; *******, a ****** ****** ******** ********* **** US ********* ****** *** ****** ** applied ** *** ***** ******** ******:
* **** ****** *** *** **, relationships *** **** ****** *****. ** I ** ****** ********* **** ***, I'm **** ****** ********* **** ***. In ***** *******, ****** ************* *** closer, ** **** ** *** ** dinner ********, ***'** ***** **** ****, I'll ***** ** ****, ** *** nothing ** ** **** **********. ************* of ***** *** ***** ***** *******.
**** ***** ****** ** *** **** point, ***** ** ******'* **** ***** turnover.
Organizational ********
* ****** ****** ******** ******* ** IPVM **** ******'* ****** ********** *** constantly ** * ***** ** ****:
**** **** **** ******** ** ******. There **** **** ***** ******* ******** in ***** *****, **'* ******** *** a ***** ****. ***'** ********** ******** from ****** ***, ***** ** ** job **********.
* ************ ************ ******* ** **** that ** *** ****** ** ****** was **** ***** ** *** **** that **** **** ******** ** **** due ** * **** ** ************ in *** ****** ****** ***** ** integrator **** **** ***** **** **** too **** ******* ** *** *** within ******'* ****** ********** ** ** late.
**** **** ******* *** **** ********* in ****** ** *** **** *** years.
* ****** ****** ******** ******* **** problems ********** **** ************** **** *** exacerbated ** *** ****** ** *** projects **** ****** ***** **:
****** ** ******* ** ***, *****-**** projects. ******** ********* ** ********** ***** it ********** ** ** **********. *** need ** ***** * ************ ** trust **** ********** ********. ******* **** me: "***’** *** ******, ***** [****** representative] ***’* **** ** **** ** me.How ** * **** ***’** ** ****** ********?" [emphasis added]
Dropping ************
*** ***-******-********** ******* ********* ** **** that ** ** ******* ****, ****** has ******* *** ****** ** ************ through **** ** ***** ******** ** Brazil:
****** ** ******** *********** ********* ** Brazil. **** *** ******** ** *** Tier * ************—******* *** ***.
****** ** ****** ** ****** ************* with ******* *** ***. [****'**] ******* relationships **** ************, ********** **** * and **** *. ****** **** ** have *** ************, [*** ****'**] ****** to ****** **** ** ****** ******.
**** ******* **** **** **** *** the ***** **** *** ****** ** Brazil, **** *** ******* **** **** he *** *** ********** *** ****** expected ** **** **** ** ****** through ***** ************.
Lack ** *****
* ******* ***** **** ******'* ****** business **** *** ********* *********** ** IPVM ** * ****** ******** **** Hanwha's ********** *** *** **** **** Hanwha **** *** ******** ***** ****** within ******.
*** ******* *** **** ******** ** an **********, *** **** ****:
****’** *** ****** **** ****** ** Brazil.
*** ***** ** ****** ***** ** longer **** ***** *** ***-***** *** to *** **** ** ****** ******** from ******'* ** **********.
Geographical *****
***** ****** ** ******* *********** ********* ******'**********, * ****** ****** ******** *** an ********** ********** ******'* ***** ****** Brazil, ******* **** ***** **** ** too ******* ** *** ***** ** Brazil:
*** ********* ** ******** **** *** Hanwha ***** ******.
*** ****** ****** ******** **** **** Hanwha ** *** ******* ** * triangle ******* *** ****** ***ã* *****,*** ** *******, *******í***(*** *****, *****), ******** *** **** of ******.
**** * ** ***********, **** ** roughly ********** ** * ******** ******** its ********** ********* ** *** *********.
**********
** **** **** **$* ******* ** annual *****, ****** *********** * ***** part ** ******'* ****** ********. ******* having *** **-******* ********* *** **** staff ********, ****** *** *********** ************* with ***** ************ *** *********** *** associate *** ****** ************ **** **** quality *** **** **** ****** ***** perform **** ****** ****** ****** **** a **** ********** *********** **** *** more ********** **** *** ****** **********.
***** ** *** ******* ***** ****** problems ****** *** *****, ****** ** definitely ***** **** ***** ** *** UK **** **. ****** **** ******** or ******** ** ****, ****** *****.
**** *******! *'** **** ******* **** in **** *******, ****** ********** ***'* as **** ***** - *** ******* in *********, ***** ********** * **** ** **** year, **** *** *** **** ****** with ******/*********** ****** ******* ** **** off ***** ********* ******: