Hikvision's Brazil Business Examined
Hikvision's goal is to be #1 in every market but in Brazil, they clearly trail Dahua-backed Intelbras. Why?
IPVM has been in Brazil for the past few months meeting with local Brazilian professionals, gaining a better understanding of the market.
In this post we examine Hikvision's Brazil business, discussing the PRC manufacturer's market positioning, recent successes, and challenges within the Brazilian market.
This is the second in a series of posts examining the Brazilian businesses of various video surveillance manufacturers. For previous coverage, see Hanwha's Brazil Business Examined.
Estimated ****** ***********
**** ********* **** ********* ** ******'* second-largest ***** ************ ************, ******** **** Brazil-based, *****-***************.
********* ***** ****** ** ********* ** Brazil ** *** ********* ** *** parties **** *** ****** ****, **** those *** ******* ********* *** ***** compete ******* ****. *** ***** **** Hikvision ** ****** *** ** **** the ***** *** ** *** ********* video ************ ****** (*.*. ****** ********* and *****-***** ** *******) ** **** as ** *** ******** ***** ************ market ** * *****. ** *** high ***, ********* ** ******** **** Dahua *** ********* *** ***** ********** to ******* ******* ****.
************, ** *********'******** **** *** ******(*. ***), *** ********* ************ ***** Hikvision *** *********'* ****** ***** ** two ** *** ***** "********* ***********" in *** ********** ******** ******** (******* as ***** **********, ***** *******, ** CCTV, ******, ***** *******, *** ****/****** security):
*** ********** ***********, ** * ****** call **** ****, * ******* ** a ***** ********* *********** ********* *********'* and *********'* ******** ********* **** ****** share ** **%.
Hikvision ***** ** ******** ***** ** ***-*****
** ******, *******, ***-*** ************* *** niche ********* ** ***** ** **** and ****** ***** *** ********* **** to *** ****** *** ** *** video ************ ******. **********, *****-***** ********* is ******** **** ** ***** ********* end-users **** ** ******* ***********, ********* and ****** *********, *** ***** ******** such ** ******, ***********, *** **********.
********* ** *** **** ************ ****** present ********** *** ********* ***** ************ market, **** ********* ******* **** *** under **$*** ***ã* *****'* **** ******** *** *** **** *** *********** proposing ********* ********* ** *****-******* ****** bids ** *** ***** ****.
********* ***-***** ******* ************** ** ******, such ** ******-**************. ********* ******* ********** ** *** registers ** * ********* *********** ****** *********:
*** ******* ** *********'* ****** ***** was ****** ** ** * ****** Hikvision ****** ********:
******** **** *********—**********, ***********, ******* ******, etc.
********* ************ã* *****, *** ******* ******** ** *ã* Paulo (*****) *** ****** ***** ** São ***** (****) ******* ** ********* executives ** ********* *** Á***** ** Souza ** ****:
****** *********** **** *ã* ***** (****) ******** 1,522 ******* ********* ******* (****. *,*** directly **** *********) ******* ** **** and ** ****.
**** ********* ****** ******** **** ************ the ******** ** ** ******* ** the ********** ****** ** *** ******** Brazilian **** ***** ** ****çú(*** *****):
Products / ****** ******* ** ******
** ***** ** ******, ******* ********* cameras ******* ****-**-****** *****-***** ** *** analog *******, **** ** ***** ***** below, **** *** ******** **** ** small ***-***** ** **** ***** ********** the *******.
********* ******* ** * ***** ********** in **** *********:
********* ****** * ***** **** **** in *ã* *****:
Brazil ****** *****
********* ****** *** *ã* ***** ****** in ****; *******, *** ********-***** ************'* ******* products **** **** **** ** ****** since ****-**.
** ********* ** * ********* ********** characterized *** *******'* ***** ***** ** "very ***":
********* *** **** *** *** ** part ** ******** *** ***** ******** to ***** *** ********* ******. ***** had ******* ********* **** ********* [** **** ******** ** ****, ***** and ********* **** **** ******** ***** 2007], *** **** [*****/*********] **** ******** the ******.
***********, *** **** ********* ********* **** Hikvision "***** *** ***** ********" ***** 2014, ****** *** ******* ** *********'* São ***** ****** *** *** ****** of **-******* ********** ** ******* **** led ** ** ******** ******* ************ in ******.
************, ** **** *** **** ********* by ******* ********* ** * ********* Hikvision ********** ** * "**** ** the ******," ********* ******* * ***** war **** *********, ******* *** ******-***** company ** ***** *** *** ****** to ****** ****** *****.
***** ********* *** *** *** ******** its **** ** ********* ********* ** the ***-****** ****** ** ********* ***** surveillance, ** ******* ******* ** * Brazilian *********** **** **** **** ********* did *** **** **** ********* **** the ***** ***:
********* ** ****** ****** ****** ***** from ********* ** *** ***** *** of *** ******, ********* **** ** be **** **** ******** ** ****** like*** ***** ****ê*** [*ã* *****'* **** street].
Advantage: ****** **********
********* ** ***** ********* ***** *****(*. **), *********'* "************* ****" ********** ***** ***** ************ *** **** eventually **** ** "****** ********** ******** of * ******* *****."
****** ******** ************* **** ********* ** claiming **** ********* ******** ******* ******** ** ******** *** ********* ***** **********, *******:
* ** ******* **** ** **** help, * ***...** ********** **** **** to **** *** ************* ******** ** Manaus.
***** **** *** *****, *** ***** major ********* ** *********’* ***** ********** is *** ******** ** ********* ***** in ******.
*** ******** ***** ** ** ** to ****** ********** ** ******, ******** in ******, *** **** (*.*. *********).
**********, **********.
** *** ******* ** ************ *** has ********* **************, **** *** ****. The ********* *** ******, *** **** also *********** ** *** ***** *****. Hikvision *** ******* ******.
************ ** *********'* ****** ************** ****. ** ***** ** *** producing ** ****** ** ** *********, local ************* ********** *****, ******* ********, and ***********:
- *****: ********* ****** **** ****** ***** on ******** ***** *** ******** *** breaks **** *** ********* ********** ** the ****** ******** ** ******.
- Foreign ********: Products finished in Brazil are priced in Brazilian reals while products imported into Brazil (by Hikvision as well as by other manufacturers) are priced in US dollars or euros. Given the volatility of the Brazilian real, pricing in local currency is an advantage for Hikvision.
- ***********: ********* *** ****** ****** ** Brazil *** ** **** ** ******* orders **** ******* **** ***-*** ***********.
Success: *********** ****** ******
********* *** ********* ** ******* ** sophisticated, *****-***** ********, ****** ******-***** *********** such ** *********,**********/**** ********, *** ***. ****, ****** ***-*** competitors **** ** ****, *****, *** Hanwha, ********* **** ***** ** ***** volumes ** *** ***** *** ** the ********* **** ******, **** ******** analog *** *****-***** ****** ****** ******* for **** **** **$***. ********* ** a ****** ********, **** ******* ** sell ****** *** ******** ** ******* is *********'* ******* *******:
*********’* ******* ****** ********* *** ****** product...Hikvision **** **** ***-***** ******** **** low ******.
********* ** * ********* **********, *** PRC ************ ********** ********* *** ****** as *** *****'* ******* ***** ************ manufacturer ** *** ********* *******:
[****] *** **** *** ** ********* “we’re ****** * [*********]” ****** ****** to **** ****** *****.
**** ******** ** ******* ** **** marketing **** ** * ***** ********** in **** *********, ***** ******** ***** of ********* *** ****** ******* **** tagged **** ******** ******* ********* ** Portuguese ** *** "***** ******" ** "electronic ********":
Success: ******* **** ******* *********** *** ***********
************ ***** ******** ** ****** ** São *****'* ********** **** ********* ******** ******* *** positive ******* **** ***** ******* ****** "only ******** ****** ** *** ***** the ******* ** ********* ********, **** commonly ********** ********* ********* ** '*********.'”
***** *********** ** *** ** ******* and **** ********* **** ******** **** sentiment, **** *** **** ********* ********** telling ****:
*********/****** ** ****** ******* **** *********. I **** ******* ********* **** *** client **** *** **.
* *** ** *******-***** ******* ********** who ******** ********* *** ***** ********* to * ********** ****** **** *** initially ******** ** ******** *** ****** added:
** ***, **** *****’* ***** ******** wrong **** *********.
Success: ***** ****** ****
** ******** ** *** ********, ********** Brazil, ** ****** **** ** **** Horizonte, *******ó*****, *** *ã* *****, ***** laws ********* **** ***********' ************ ** measured **** ***** **** ****** ****** such ** *****, *******, ***********, *** supermarkets.
***** ** **** *** ** *** the **** ****** ****** **** ** fulfill **** ***********, ************** **** ****** pockets **** ****** ** ********* **** as ********* ***** *******,** ******** ** **** ** ********. (***** **** ****** *** ********* on ******** **, **** ***** ********* fever ******* ** *** ******* *****, raising *** ***** ****** ** *ã* Paulo ***** **** ********* ***** ******* to *****.)
***** **** *****, ********* ***** ********* have **** ************* ** *** ********* ***** ** Paraíba*** *** ******* ** ******** ** Brasília ****ã* ******* **** ** ** **** ********* *** ********* *******, ***** ***** places.
*********-******** ***** ********** *** ***** ****** implementation ** ****í***'* *******:
Challenge: "*** ** *********** ** **** **** ****"
**** ******* **** *********'* ******** ***ã* *****'* **** ********* *** * ******** ** **** of *********. ***** ** ** **** to ** * *** ** ****** without ******** ** ********* ******, *** same ****** ** **** ** *********.
* ********* ********** ****** **** ******** in *** ** **** ******** *********'* efforts ** ******:
** ** *******, ********* *** ******** dumping, ********* ***** **** [***] *** government *** *********** ** ********. ********* continued [***] ***** *** ***** ***** took ****** [** ****] *** ******* taking * ******** ** *** ***. [They're] ***** ***** * **** ***, but ** * **** ****** ***** point.
*******, **** ***** *** ******** ** a **** *********-***** **********, *** **** IPVM ****, *** ***** ****** ***** considered, *** ******* *** ******* * "17–18% **** ******* **** *********" **** the **** ** *** ******* ** opting *** ********* **** *********, ******** reliability ******** ** *********.
Challenge: ********* **** ****** *******
*********,***** ******* **.*% ** *** ********* access ******* ****** ** *** ******** 2020 *** ******, ***** ***, **** ******, *** Yale ** *** ***** *********** ** access *******.
** ** *** **** **** *******, IPVM *** ******* **** *********-******* ****** control ********* *** ** ******** ***** throughout ******, ** *** ***** ****, IPVM *** *** ** *** * Hikvision-branded ****** ******* ******* ** ******.
* **** *********-***** ********** *** ********* works **** ********* ***** **** ** a *******:
* **** ** *** **** ********* access ******* *** **** *** *** so ****** *****.
*** **** **********, ***** *********** *** breadth ** ********* ******** *********, ********* that *** *** ************ ** ********* in **** *** ***** *** ****** control ******** ** ******.
Challenge: ************ **** *******
********* *** * ******* ************ **** the ******* ** ******.
*** ********* *********** ********* *********** **** Hikvision ** ****, ****** ** "******** commercial ******" *** "**** *******" *** telling ****:
********* **** ** ****** ***** ** integrators *** ******** ***-************.
**** ***********'* ************ **** ******** **** a ****** ********* ****** ********, *** told **** **** *** ********-***** ************ is "** ****** ********** *** *******" and **** ********* ** ********* ** implement * ******-**-***-**** ***** ****** ** Brazil:
********* ** ****** ******* ** ****** product *** **** *** ******* *** own *********** ***** ** ******. ** you *** ** ********** *** **** a **** **** ********* ****** ** bid *** * *******, *** **** lose *** *** *** **** *** that ** ***** ***** *********** **** bid ** *** **** ******* **** the **** ********* *********. ********* **** not ****** *** ******,the **** ** ******* **** ********* ** ************. [emphasis added]
* *ã* *****-***** ********** ******* ***** that **** **** ********* ** *** easy, ******* **** **** ********* ** "very **********" ************ "**** *** ***** on ************' *******:"
********* **very ********** **** *********** *** ************ and uses hard politics to make them sell and put in orders. [The manufacturer] “puts the knife on distributors’ throats” and forces them to buy a lot of Hikvision products in order to maintain their status as Hikvision vendors. [emphasis added]
*******, ****** ****** ***** ***** **Á***** ** *****, ********* ******'* ******** *********** ********, emphasize **** ********* ****** ****** *** channel *************.
** ******* ****, **. ** ***** posted * ********* ********* ***** (*** right) ******** **** *********'* *********** **** its *********** *** * "******* ***********."
****** *** **** ****,**. ** ***** ********** ******** **********#respecttotheintegrator (see below).
**** ****, ***** ********* ******** ****** to ******** *** *** *******, *************** of *** ******* ** ****** **** underappreciated *** ************ ********* ** * difficult ******** *******. ** ******* ** the *********, * ******-***** ***** ******* wrote ** ****:
***** ** * *** ** ********** things **** ********* ****.
Challenge: ************* ********
************* ******** **** *********** ** ****** ****** **** ************** *********'* ********* **** * *** at *ã* *****'********** *******:
The ***-***** ********* *** ****-***** *** ****** ******** **** *** **** ********** ** ***** ******* *** **** *****. [emphasis added]
***** ***-********************* ** **** **** *** ******** reason *** ********* *** ****** ** bid *** *** ******* ** ******** was **** ** *** **** **** it ******* ** ******* * *********** affirming **** *** ****** ******** ** its ******* ***** *** ** ****** outside *** *******, * ****** ********* employee **** **** **** ********* *** to ****** * **** ********** ** vulnerability ****** ******:
********* *** ***** *** ******** ********* by **** *** ******* ** ****** backdoors. **** *** ******* ****** **** into ***-*****’ *****: *********/*****/******* = ********.
*** **** ****** ******** **** **** that ******** ***** ********* ******** *** be ****** *********:
**** *** ******** **** ******. ***-***** forget **** *** *** ****** ** professionals ** ******* **** ******. *********** need ** ** ***** *** ****** install *** ***** **** ****** ********* and *********.
***** *********** *** *********, ** ** integrator ** ******* ****** **** ****, an ***-****'* ******** ** ** **** Hikvision ** * ***-*** ***** ** usually ********, *** "***** **** ** the *******:"
******** *** ****** ************** [*** *********]. Does *** ******** **** ***-**-***-**** *********? Or **** ** **** **** ***** price?
** ********* ** ** ******** *********, combatting ************* *********** *** ******* **** skeptical ***-***** **** ** *** ** success.
Challenge: **** ** *********?
* ****** ********* ******** **** **** that ******* ***** ***** ****** *** world, *********'* ***** *********** ** ****** remains *******:
**** ***-***** **** ** **** *** they ***. [***] ********* **** **** profits **** *** ********* ***** *** little **********.
***** ********* *** ** **** ****-***** domestically **** ******** ** ******, *********'* number *** ********** ****** ****** ** Intelbras, ***** ****** ** * **** of *******, ********* ********* ** ***** Brazilian ******, * ***** ******* ********, and **********, ** * ********* **** in ******.
** ******** ** ******* **** ******* brand ***********, *********, ** ******** ** IPVM ** ********, ** ** *** process ** ******* *** *** ****** brand ********** ** ******* *** *****-*** and ***-**** ******* ********.
***** *** ******* ** ****** *** be * **** ** ********* *** marquee ********* ***** **** ******-*** ********, the ****** ***** ******* ********* *** market. *** *******, **** **** ******* a **** ********* ********** *** ***** a ***** ********* **** *** *** difference ******* ********* *** ******, *** sales ********* ****** ******** *** ****** the ***** ***** *** ****.
*** *** ************ ******? ;)
*** **, ** ****, ** **** to ****** *** *** ***** ******* between ********* ********* *** **** *** not ******** ******* *****, **** *** team **** ** **** *** *** varying ********** *** *********.
"** *** *** ** ********** *** sign * **** **** ********* ****** to *** *** * *******, *** will **** *** *** *** **** out **** ** ***** ***** *********** also *** ** *** **** ******* with *** **** ********* *********."
****** **. *** *** **** *******, never *****.
** ****** **** *** ***** ***** trick ** *** ****.
**** **** ********** ** *** ******** and ***** *****, **** **** ** was *****: ************* *** *********, ****** asked *** * ***. ******* **** tested *** ********* ****** ****** ****'* work *** **** ** ***** ** it *** ******** **.
"**, **** ******** **** ** ********". Yeah... ****... ***
***** ****** **** *** *******. ********** this **** ***** ****'* **** *** it.
If *** *** * ********* ********** *** ********* ***** ** ** **** *******... ***, ** **** ** *** ***.
**'* ******** ****** *** ** **** are ****-***** ** ********* ****** *** keep ***** ********* (** ***** ** integrators *** *******, ***'* **** ** distributor).
* *** ** **** *** * better *** ** ****** ***** **** in ****** **** ********** *****, **** would ******** ********** - ** ****** around **** *** **** ****** **** chinese *******. ** ***** ****** ****: Bahia, **********, ***.
*** ***, **#*, ********** *** ******* your **********.
(** ***** ** *********** *** *******, don't **** ** ***********)
*** **** **'* *****, * ***** with * **** * *********** ** Brazil *** **** * ***** ** letting ** **** **** ***** ******* was ******* **** *** ************ **** Hikvision, ****** ********* ******-**-********** ***** ** well ** ****** ***** ** ******* sub-distributors.
* *** ** **** *** * better *** ** ****** ***** **** in ****** **** ********** *****
**** **** ** "********** *****"? ** Hikvision ****** ******** ********* **** ********* laws *** ***********?
**** ***** ******** ********** - ** people ****** **** *** **** ****** love ******* *******
********* ** ********** ** ****** *** seems ** ** **** ********* ***** Brazilianness ******* *******, ****** ***** *********. Do *** ******* **** ********* ***** easily ******* ********* ** ******'* ******* CCTV ************?
** ***** ****** ****: *****, **********, etc.
******** ** ********. **'* * **** that *** ********* ** **** ******* than ****í***, *** ***** *** *** Southeast, **** ** ***** ***** **** Hanwha, *******, *** ******* ************* ***** encounter *******-***** ********** ** **** ******. But **** ***** *****? ** **********/****? Or ****** ****?
********* ** ********** ** ****** *** seems ** ** **** ********* ***** Brazilianness ******* *******, ****** ***** *********. Do *** ******* **** ********* ***** easily ******* ********* ** ******'* ******* CCTV ************?
*****. ********* ** **********. *****'* ****** which ******** *** *****'* ****** ***** in ******. **** **** ******* ********* in ***** ******. *** "********" ********** camera ************* ** **** *** ********* cameras: ***** **********, ***. **** ****** for ***** ************** *** ******* **** Intelbras "********" ****** *******.
**** ******* *****, ****, *******, ***** is ****** ******* ******: *** ***** are ** *********? ** ****** ********* Intelbras *** */** **** *****.
******** ** ********. **'* * **** that *** ********* ** **** ******* than ****í***, *** ***** *** *** Southeast, **** ** ***** ***** **** Hanwha, *******, *** ******* ************* ***** encounter *******-***** ********** ** **** ******. But **** ***** *****? ** **********/****? Or ****** ****?
***** ***** **** ********** ******* **'* an ********* ******* - ** **** have ** ********* **** ********* *** only ******* ******* ** * "******* level ** ***********", ******** ****** **** that **'* *****'* ****. ** **** someone **** "**, ** ********* ******* are ***", ***** ***** ******* ** Dahua ** *********.
********** ** ***** *** ***** ***** - **** ** ******* **** **** sell ***** *********, ***** ********* *** cheap **********. **** *** **** ** buy ********* *** **** ******** *** it's **** **** **** ******, **** first ****** ** "**, ***** **** be * ********** ***********". **, **. People *** ***** *** **** ***'* want ** ******* "**** ** *****".
******, ******* ***** **** *********. ********* marketing ** ******* *** *********, **** stuff **** *****'* **** **** ***** temperature ******. **** ** ********* *** thermal ******* ***'* **** **** **** because ** *********'* **** *******. ***** is **** ***** ********* *** *********. Pelco ******* *******. ********* **'* ****** like **** ***'* **** ** **** to ******. **** ********* ** ****** good, **** ******* ****: * **** to ******* ** ******* *** *'* not ****** ** ***** ***** - the ***** ******* **** ***** ** mind ** ****.
**** **** ** "********** *****"? ** Hikvision ****** ******** ********* **** ********* laws *** ***********?
I ***'* *** ****, *** * *** **** *** ** **********.
Like * **** ** ** ********** **** ****** **** *'** **** **** ***'* **** ** *** ******* ****** **** **********. **** **** **** ******* ******** *** ************. ***** *** ** ******* ******, **** **** ******** *** *****. *** ** *******, ***. *'** **** **** ** *** **** *** ***** **** **, *** **'* **********.
If ****** *** * ***** ***** ******* **** ***** ** ** ***** ******, *** ***** **** ** *** ***** ** ******** ***** ******** - ************ ******** ** ****.
*** **** * ******** **** * read ***** ***** ** ******, **** used ** ** * *** **** careful **** ******** ***** ******. ***** mistake *** ****** ** **** ** the ***** *** **** **** *** doing - ******* ****** *****'* ****, Brazilian **** **** **** "***, ********" just ******* **** ************* ********* (**** you ****) **** "**, **** ** wrong". **'* *** **** ********* *** corrupt, **'* ******* ***** ** ** much ********** **** ******* ****** ***** ignoring **** **** ** *****, ** it ******* **** ** ******** ****.
* *** **** *** **** **** decades ******* **** ****, ***** *** a *** ** ********/ ******** "*********" brands **** ** *** **** - as * *** ******** ** **** of ****, ********* ********, **** * months *** ** * *****-******* ****** project.
**** ** ****** ******* ****** ********? :)