Hanwha's Brazil Business Examined

By Robert Wren Gordon, Published Jan 11, 2021, 09:23am EST

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

** ******, ****** ** a ***** ******** ** terms ** **** *** dollar ***** **** * former ******-***** ******** ********** that **** **-******* ***** totaling ******* $* *** $2 *******, **** ***** 2020 ******* ****** ** be ******* *** ** the *********** ********.

** **********, *** ******* video ************ ******* ** Brazil ************(* ***** ******* ********* with *****) *** ********* (which *****-******* *************). ******'* ******* ** just * ******** ** those *********. ************, ** estimate ******'* ****** ******* to ** ************* ***** than ****' **-******* *******.

********* ******** **** ****** is ******* ** *********** importation *****, ** **** covered *********************. ******, ****** ****** Intelbras *** *********, **** not **** ***** ************* and **, *********, ******* to ***** ****** ******* that ******** *** ***** differential ******* ****** *** these ******.

** * **** **** IPVM, * ******-***** ************ professional ************* ******'* ******** in *** ****** ** limited ** ***** ***-***** seeking ****-***, ***-*** ********, with ******'* ******* *********** being ******* *************:

********* *** ********* ******** have **% ** *** market. ***** ******** ******* Hikvision; ****, *****, *** Pelco, ***. ***** **** 20% ** ******.

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

****** ** **** ** sell *** ********* ****** Brazil ** ***** ****** than ******* *********** **** as **** *** *****, both ** ***** **** lack **-******* *************.

******** ******* *********** ** IPVM **** ***** ** the **** ********* ************* of ********* ***-*****, **** one ******** ************ ******* that ***** ** ***** more ********* **** *** quality ** *** ********:

********* ****** ** **** defined ** ****** *** not *********.

* ****** ****** ****** employee ****** **** *********:

* ********* ***** ****** buy **** ******* *** five *** ******** **** buy *** ****** ******* product.

****

IPVM Image**** * ****** ********** and ** ********** ***** at ****** **** **** about *** ****** ** NDAA ** ******, **** the ********** ********** **** São *****'* *** **** and ********* ******* ******, embassies *** ********** *** even **** ********* ************ opt *** ****-********* *********.

*** ** *** ***** cost ******** ** ***** NDAA-compliant *********, *** ****** competitor ********* **** *** Korean ************, ** **** as ******'* *******, *** in *** **** ******** to ********** *** ** the **** **** **** non-NDAA-compliant ********* *** ** their ******* ** ******.

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

**** ***** **** ******* from ******'* *-******, ********* the***-*****,***-******** ******-*****(**** ********* ** ***** America) ** **** ** solutions **** ** ******-********** **** ** ******.

Recent *********

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

* ****** ****** ******** who ***** **** **** said **** ****-********, ****** sector ******** *** *** to *** ****** ************'* Brazil ********:

****** ** ********** ** public ******, ****-******** ******** (e.g. *****, ********, ******, and *****).

*** ****** ****** ***** member ******* **** ****** has ****** ******* ***** local ***********, ******* ** part ** * ***** of *************** ********** **** as ***** ****** *****:

IPVM Image

*********

IPVM Image** ******** ************ ******** with ******'* ****** ********** stated ** **** **** 2020 ******* *** ************* for ******, ************ ** e-commerce *** *********. *** rising ********** ** ********* Amazon-like ********* ********* **** as******** **í************IPVM Image******** ******** ** **** for ****** *** ** the **** *** **** prevention ** ***** **********.

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

************ ** ****** ********* may **** ** ****** the ****** ************'* ******** in ******, **** *** integrator ********** **** ***** has **** * ***** improvement ** ****** ********* over *** **** *–* years, ******* ****:

**** *** ********* * lot ** ***** ** developing *** **********.

***********, * ****** ****** Brazil ******** *** ***** to ****** **** *****, telling **** **** ******'* Brazil ********** *** *** small *** ******* *********** to ** * ******** locally.

** * ******* **'* a ****** *****, ** Brazil, *** **** * strong ***** ***** ******’* small ********.

Branding **********

***** ************* ************ **** IPVM **** *** ******* and **** ******** ******* facing ****** ** ****** is * ******* ********/**** problem.

Problems **** *** "******" **** / *************

*** **** ** *** problem **** ** ******'* name, ***** ** ***** mispronounced ********** ****-***, ** ** *** feminine **** ***/****. *** name ** ********* ******* to ****** **********- (** well ** *******-) ********. With **** ** *** name ***** ******** ** letters **** *** ****** silent ** (*.*. "*") or **** *** *** native ** (*.*. "*") either ********, *** ****** is **** **** ***** professionals—from ******'* *** *********** all *** *** ******* to ***-*****—******** ** ********* pronounce *** *******'* ****. As ********** ********** ** a ****** ****** ****** employee:

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

Rhymes **** *****

************, ****** ** ************* assumed ** **** ** Brazil ** ** * Chinese *******. ** ********** criticized ****** *** ********* its ******** ********** ***** the ****, ************ ****** if **** *** **** taken **** ******* *** fact **** ****** ****** with *****:

**’* **** * **** job *** ** ** prove **** ****** *** a **** *******. ** need ** ********* ***** of *** ***’* ******. All *** **** ******** to *** **********. **** should **** ****** ** easier **** *** ***** America.

**** ********* *** ****** by ** ******** ************ familiar **** ******'* ********** as **** ** ** a ****** ******-***** ****** employee, *** ************ **** IPVM:

************, ***********, *** ***-***** often ***, “*** ** Hanwha?”

******** ** * ***** problem...rhymes **** *****.

****** **, ** ***** generally, ***** ** *** naming ***** **** *** company ***** ******** ***** "Wisenet" ** *** ** but *** ** ******.

Sales *** ******* ***** **** ** ******* ****

** ***** ************* ************ and * ********* **** to *** ***, ******* parties **** ****** ** IPVM **** *** ******* name ** ***** **** throughout ***** ******* ** refer ** ****** ********, including ** ******'* *** employees.

**** * ****** ****** employee *** ** ********** both **** **** **** they ****** ****** ** the "******" **** **** "Samsung," **** *** ********** claiming **** ******* ** a ***** ********* *** in **** ** *** popular ****** ******:

***** ******, ** **** to *** ******* ** else ****** **** ***** that ****** ** ******* PRC ***** **** ** trying ** ***** *** Brazilian ******.

*********, **** ********* ** a ****** ************** ** a ***** ******** *******, a ****** ******** **** Hanwha's ********** ******** ** IPVM:

**** ******* ********* *** Samsung *** ***** **** have ******* *******.

**********

*** *********** ******** **** Hanwha's ****** ********** ********** told **** **** ****** "recognizes **** ** *** to **** ****** ** its **-******* *********:"

*** **** ** ** talk **** ***** ***** Korea ** ** ********* and *********** ***** ******* with ***** ***** *** make ****** ***** **** the ******* ****** *** is *** **** ** China.

** ******** ** ************* the ****** **** ***** Korea, *** ****** ***** to ******'* ****** ********** told **** ****:

******* **** ** ** use *** ******* **** going ******* ******* ** Hanwha ** *******. *** cameras *** *******, ** is * ***** ****** and * ******* **** and ****** ********** ********.

**** ****, *** ****** integrator ** *** ********* with *** ******* ******* idea, ********* ******* *** name ** ***** *******, starting **** * ******* letter (*.*. "*") *** stating ** ****:

******* *** ******* ***** in *** ****. [*******] did *** ****** ******* enough ** ******* **** marketing. ** *** ** to*** ***** ****ê*** [*ã* Paulo's **** ******]*** *** "*******," **** will ***** "*******."

*** ********** ********** ****** for *** ******** ******* its ***** ******** ********* strategy, ******* **** **** the **** ****** *** Hanwha ** ** ** back ** ****** *** and **** * **** that ***** ********* *** pronounce:

******** ** *** ***** thing **** ****** **** done.

Improving ****** *****

* ***** ************ ************ mentioned ** **** **** Hanwha ***** ******* **** an ******** ****** ***** strategy *** **** **** changes *** ******** ** sell **** ** ******:

******’* ******* ***** ***** to **: “** *** as **** ** ****/*****/***** but **** ***** ******.” Hanwha ***’* ******* ******* with **** ********.

** ********** ****** *** sentiment **** ****** ** underperforming ** ******, ******** that *** ****** ************ is *** ******* *********** through *** ******* *** that ***** ** ** reason *** ******'* ****** business ****** ** ************ by *** ****** ********:

****’** *** ******** *** channels **** **** ** sell. **** **** ** that **** **** ** times **** ** ****** than **** ** ****. They *** *** *** from *** ******.

** **** ***** **** the “[******] ** ** good ** ****/*****/***** *** with ***** ******” ******** is ********** *** ****** in *** **; *******, a ****** ****** ******** cautioned **** ** ********* should *** ****** ** applied ** *** ***** American ******:

* **** ****** *** the **, ************* *** more ****** *****. ** I ** ****** ********* from ***, *'* **** buying ********* **** ***. In ***** *******, ****** relationships *** ******, ** will ** *** ** dinner ********, ***'** ***** your ****, *'** ***** my ****, ** *** nothing ** ** **** corruption. ************* ** ***** are ***** ***** *******.

**** ***** ****** ** the **** *****, ***** is ******'* **** ***** turnover.

Organizational ********

* ****** ****** ******** claimed ** **** **** Hanwha's ****** ********** *** constantly ** * ***** of ****:

**** **** **** ******** in ******. ***** **** been ***** ******* ******** in ***** *****, **'* horrible *** * ***** team. ***'** ********** ******** from ****** ***, ***** is ** *** **********.

* ************ ************ ******* to **** **** ** was ****** ** ****** was **** ***** ** the **** **** **** lost ******** ** **** due ** * **** of ************ ** *** Brazil ****** ***** ** integrator **** **** ***** have **** *** **** changes ** *** *** within ******'* ****** ********** as ** ****.

**** **** ******* *** main ********* ** ****** in *** **** *** years.

* ****** ****** ******** claimed **** ******** ********** with ************** **** *** exacerbated ** *** ****** of *** ******** **** Hanwha ***** **:

****** ** ******* ** big, *****-**** ********. ******** personnel ** ********** ***** it ********** ** ** successful. *** **** ** build * ************ ** trust **** ********** ********. Someone **** **: "***’** the ******, ***** [****** representative] ***’* **** ** talk ** **.How ** * **** ***’** ** ****** ********?" [emphasis added]

Dropping ************

*** ***-******-********** ******* ********* to **** **** ** of ******* ****, ****** has ******* *** ****** of ************ ******* **** it ***** ******** ** Brazil:

****** ** ******** *********** structure ** ******. **** are ******** ** *** Tier * ************—******* *** WDC.

****** ** ****** ** deepen ************* **** ******* and ***. [****'**] ******* relationships **** ************, ********** Tier * *** **** 3. ****** **** ** have *** ************, [*** they're] ****** ** ****** more ** ****** ******.

**** ******* **** **** this *** *** ***** move *** ****** ** Brazil, **** *** ******* IPVM **** ** *** not ********** *** ****** expected ** **** **** in ****** ******* ***** distributors.

Lack ** *****

* ******* ***** **** Hanwha's ****** ******** **** was ********* *********** ** IPVM ** * ****** familiar **** ******'* ********** was *** **** **** Hanwha **** *** ******** large ****** ****** ******.

*** ******* *** **** broached ** ** **********, who **** ****:

****’** *** ****** **** stocks ** ******.

*** ***** ** ****** leads ** ****** **** times *** ***-***** *** to *** **** ** import ******** **** ******'* US **********.

Geographical *****

***** ****** ** ******* at********* ********* ******'**********, * ****** ****** employee *** ** ********** criticized ******'* ***** ****** Brazil, ******* **** ***** team ** *** ******* on *** ***** ** Brazil:

IPVM Image

*** ********* ** ******** from *** ****** ***** policy.

*** ****** ****** ******** said **** ****** ** too ******* ** * triangle ******* *** ****** of*ã* *****,*** ** *******, *******í***(*** *****, *****), ******** the **** ** ******.

**** * ** ***********, this ** ******* ********** to * ******** ******** its ********** ********* ** the *********.

**********

** **** **** **$* million ** ****** *****, Brazil *********** * ***** part ** ******'* ****** business. ******* ****** *** in-country ********* *** **** staff ********, ****** *** established ************* **** ***** distributors *** *********** *** associate *** ****** ************ with **** ******* *** feel **** ****** ***** perform **** ****** ****** Brazil **** * **** regionally *********** **** *** more ********** **** *** Brazil **********.

Comments (2)

**** *******! *'** **** noticed **** ** **** markets, ****** ********** ***'* as **** ***** - for ******* ** *********, at*** ********** * **** to **** ****, **** *** *** tiny ****** **** ******/*********** placed ******* ** **** off ***** ********* ******:

IPVM Image

Agree: 1
Disagree
Informative: 2
Unhelpful
Funny

***** ** *** ******* about ****** ******** ****** the *****, ****** ** definitely ***** **** ***** in *** ** **** US. ****** **** ******** or ******** ** ****, please *****.

Agree
Disagree
Informative: 1
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Funny
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