Hanwha's Brazil Business Examined

By Robert Wren Gordon, Published Jan 11, 2021, 09:23am EST (Info+)

Hanwha has become a major competitor in the US, but its Brazilian business faces much greater challenges.

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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 *** ****** ******* *******.

****

IPVM Image**** * ****** ********** *** ** integrator ***** ** ****** **** **** about *** ****** ** **** ** Brazil, **** *** ********** ********** **** São *****'* *** **** *** ********* hosting ******, ********* *** ********** *** even **** ********* ************ *** *** NDAA-compliant *********.

*** ** *** ***** **** ******** to ***** ****-********* *********, *** ****** competitor ********* **** *** ****** ************, as **** ** ******'* *******, *** in *** **** ******** ** ********** off ** *** **** **** **** non-NDAA-compliant ********* *** ** ***** ******* in ******.

Products / ****** ******* ** ******

**** ***** **** ******* **** ******'* L-series, ********* ******-*****,***-******** ******-*****(**** ********* ** ***** *******) ** well ** ********* **** ** ******-********** **** ** ******.

Recent *********

****** ******, ****-******** ********

* ****** ****** ******** *** ***** with **** **** **** ****-********, ****** sector ******** *** *** ** *** Korean ************'* ****** ********:

****** ** ********** ** ****** ******, high-security ******** (*.*. *****, ********, ******, and *****).

*** ****** ****** ***** ****** ******* that ****** *** ****** ******* ***** local ***********, ******* ** **** ** a ***** ** *************** ********** **** as ***** ****** *****:

IPVM Image

*********

IPVM Image** ******** ************ ******** **** ******'* Brazil ********** ****** ** **** **** 2020 ******* *** ************* *** ******, particularly ** *-******** *** *********. *** rising ********** ** ********* ******-**** ********* platforms **** ********** **í************IPVM Image******** ******** ** **** *** ****** due ** *** **** *** **** prevention ** ***** **********.

******* ***********

************ ** ****** ********* *** **** 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:

IPVM Image

*** ********* ** ******** **** *** Hanwha ***** ******.

*** ****** ****** ******** **** **** Hanwha ** *** ******* ** * triangle ******* *** ****** ***ã* *****,*** ** *******, *******í***(*** *****, *****), ******** *** **** of ******.

**** * ** ***********, **** ** roughly ********** ** * ******** ******** its ********** ********* ** *** *********.

**********

** **** **** **$* ******* ** annual *****, ****** *********** * ***** part ** ******'* ****** ********. ******* having *** **-******* ********* *** **** staff ********, ****** *** *********** ************* with ***** ************ *** *********** *** associate *** ****** ************ **** **** quality *** **** **** ****** ***** perform **** ****** ****** ****** **** a **** ********** *********** **** *** more ********** **** *** ****** **********.

Comments (2)

**** *******! *'** **** ******* **** in **** *******, ****** ********** ***'* as **** ***** - *** ******* in *********, ***** ********** * **** ** **** year, **** *** *** **** ****** with ******/*********** ****** ******* ** **** off ***** ********* ******:

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Agree: 1
Disagree
Informative: 2
Unhelpful
Funny

***** ** *** ******* ***** ****** problems ****** *** *****, ****** ** definitely ***** **** ***** ** *** UK **** **. ****** **** ******** or ******** ** ****, ****** *****.

Agree
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Informative: 1
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