Hikvision Launches Ezivz Direct End User Sales

Author: John Honovich, Published on Nov 18, 2015

Hikvision will not stop until they dominate the entire market.

Turning on their manufacturer OEMs by OEMing to ADI and Tri-Ed earlier this year, Hikvision now turns on their integrator partners.

Inside this note, we examine their direct end user sales program, their new 'self-OEMing', how they are trying to hide it, and what it means to the industry.

Introducing Ezviz

Hikvision has launched a new company this July, named Ezviz, as shown by California state records:

Ezviz is selling individual IP cameras as well as 4, 8, and 16 channel kits. They are already being sold at Sam's Club, Newegg and, as the image below shows, at Amazon:

Hikvision / Ezviz is targeting everything from consumers to 'enterprise security' with the new offering, including, as they describe it, chain stores and factories:

Get Video Surveillance News In Your Inbox
Get Video Surveillance News In Your Inbox

The most attractive option immediately will be the Dropcam alternative, that is being sold on Amazon for $69.99 + one year of free 7 day storage (which is radically less than Dropcam and every other cloud cam offering).

What Ezviz Used to Be

If you follow Hikvision, you may recall Ezviz meaning something else previously. Indeed, up until the last few months, Ezviz was Hikision's brand / name for their own cloud access service, as this 2014 video clearly shows:

However, Hikvision has now shifted Ezviz to something different.

Hiding Hikvision

Generally, Hikvision is quick to tout their market position and successes, but with the new 'company' they have buried their name and association. Ezviz is portrayed as a completely separate, independent company. Earlier in 2015, the Ezviz website prominently displayed Hikvision's company info at the bottom of every page and on the terms of service. However, now, Hikvision has removed those references.

There is no Hikvision references or admission in Ezviz's company announcement, which proclaims:

"EZVIZ, a California-based Wi-Fi cloud camera and video surveillance solutions manufacturer... The company manufacturers Wi-Fi cloud cameras and video surveillance kits, with the single mission to make great quality video easy for everyone."

Obviously, Ezviz manufactures nothing, outside of cover for Hikvision. They are, essentially, OEMing themselves.

However, Ezviz's managing director cited in the announcement is a Hikvision North American sales employee (Albert Lin) who was transferred over.

And on the products themselves, Hikvision hides its ownership:

However, looking up the FCC ID on the Ezviz camera (2ADTD-CSC) shows that the product is registered to Hikvision, not Ezviz.

In China, No Hiding

By contrast, in China, Ezviz is clearly marketed as a Hikvision brand, not an independent company. There, they sell many different types of cameras and alarm systems as well.

Benefits of Hiding

There are 3 main benefits for Hikvision from hiding their involvement:

  • Minimize Hikvision dealer anger. If Hikvision dealers do not know, they cannot be concerned about the conflict. Equally important, if Hikvision's dealer's customer see Ezviz as a different company, they cannot price check / bargain for Ezviz products on Amazon, etc.
  • Obscure Cybersecurity problems. Given Hikvision's repeated hacking problems, many buyers, especially on the consumer side, would have reservations hosting their video with Hikvision.
  • Americanize vs Chinese: Instead of having buyers worry why they are buying from a company whose largest shareholder is a Chinese government owned entity, Hikvision can make it appear that they are just another hi tech California company.

Why Selling Direct

The direct sales end user market is already quite big and growing. For example, Swann, one of the specialists in this segment, does over $100 million annual revenue. Amazon certainly sells hundreds of millions of dollars of video surveillance systems. It would not surprise us if Amazon sells more video surveillance than ADI. And as Hikvision continues to drive down unit pricing, it becomes even more attractive for consumers and businesses to simply buy $69 cameras or ~$300 kits direct from Hikvision.

Conflict and Future

There has been short term elation that Hikvision has helped early adopter dealers make money over the past year or two, benefiting from much lower prices. However, this move shows that Hikvision is determined and organized to saturate the market and maximize their total unit sales as quickly as possible.

How Hikvision makes profits with their approach (e.g., now selling cloud IP cameras direct, with phone support and free one year storage for $69.99) is a mystery to us. But these moves, if continued, will hurt integrators and crush many of their manufacturer competitors as ubiquitous cheap video surveillance systems become the norm.

Vote

UPDATE - Hikvision Response

Hikvision Responds to Ezviz Direct Sales + Changes Marketing

10 reports cite this report:

Hikvision Launching Ezviz Pro on Sep 14, 2017
Hikvision is launching Ezviz Pro. In 2015, Hikvision expanded Ezviz, a direct to consumer offering, to North America. Now, Ezviz 'Pro' is...
Hikvision Cloud Service (Ezviz / HikConnect) Tested on Aug 05, 2016
Hikvision has built out cloud services for their cameras / products, adding cloud access and recording. Hikvision markets cloud under Ezviz (not...
Hikvision (Stops) Lying About Ezviz Security on Mar 18, 2016
Hikvision promoted the security of their directly sold Ezviz consumer line to Americans in a March 9, 2016 release. False It featured this false...
Camera Doorbell Startup Ring Now With ~$100 Million Funding on Mar 16, 2016
Smart doorbell startup Ring has raised an additional USD$61M in funding. Ring has also announced a "Pro" doorbell, which is an enhanced product...
Mega Chinese Electronics Manufactuer Xiaomi Yi Camera Tested on Feb 05, 2016
Xiaomi's revenue is 4 to 5 times larger than Hikvision's. Only in business for 5 years, Xiaomi has rocketed to be one of the world's most...
Walmart Momentum IP Camera Tested on Jan 04, 2016
A 'Dropcam' for ~$30? Walmart does super low cost and they are now bringing it to IP cameras, with a new cloud camera for an almost impossible to...
Hikvision Ezviz Tested on Dec 28, 2015
Last month, Hikvision Launched Direct End User Sales with their Ezviz line, sold through online and big box channels direct to consumers. We...
An Inside Look Into Dahua on Dec 16, 2015
Dahua is the 'other' billion dollar plus Chinese manufacturer. Large in its own right, just not as huge or as well connected with the Chinese...
Hikvision Responds to Ezviz Direct Sales + Changes Marketing on Dec 02, 2015
Hikvision has responded to IPVM's concerns about their new direct sales company Ezviz, has also changed their marketing and sent a letter to their...
Hikvision Direct Mega Deals Start on Nov 30, 2015
Merry Christmas... from China. Earlier this month, IPVM exposed how Hikvision had tried to hide its new direct end user sales offering /...
Comments (113) : PRO Members only. Login. or Join.

Related Reports on Sales

ASIS Offering Custom Research For Manufacturers on Nov 15, 2018
Manufacturers often want to know what industry people think about trends and, in particular, the segments and product they offer.  ASIS and its...
Ubiquiti Protect Video Surveillance Profile on Nov 07, 2018
Ubiquiti has now been in the video surveillance market for 7 years (see our first coverage back in 2011). In that time, the company's revenue has...
Wyze Explosive Growth Disrupting Consumer IP Camera Market on Oct 30, 2018
Wyze, a company founded only in 2017, is poised to disrupt the consumer IP camera market by combining American marketing and Chinese manufacturing...
Huawei To Be “Top Three Global Position” in Video Surveillance on Oct 29, 2018
Huawei - China’s biggest networking gear and smartphone maker - plans to become one of the top three global video surveillance manufacturers in...
Dahua Phasing Out FLIR Brand on Oct 26, 2018
8 months after Dahua acquired FLIR's SMB video surveillance business (their own OEM), Dahua has told dealers that it will be phasing out the use of...
When Your Salesperson Creates An International Incident (Amazon / ICE) on Oct 23, 2018
Having your salespeople be aggressive and go after big accounts is a virtue, mostly. On occasions, it can cause problems. A new case involves...
Geutebruck Company Profile on Oct 22, 2018
Geutebrück has been in business for nearly 50 years, but they are not well known within the US surveillance market. In this report, we profile...
Knightscope Winning Investors, Struggling With Growth on Oct 16, 2018
While Knightscope's new financials show the company only winning 11 new customers in the past 12 months, the company continues to win new...
Integrator Laptop Guide on Oct 16, 2018
This 18-page guide provides guidance and statistics about integrator laptop use. 150 integrators explained to IPVM in detail about their laptops,...
ADI's Financials Revealed + W-Box Growth Priority on Oct 15, 2018
  ADI is one of the most powerful distributors in the security industry but how big are they? How much profit do they make? How much do they sell...

Most Recent Industry Reports

'Sticker' Surveillance Camera Developed (CSEM Witness) on Nov 16, 2018
The Swiss Center for Electronics and Microtechnology (CSEM) has announced what it calls the: world’s first fully autonomous camera that can be...
ISC East 2018 Mini-Show Final Report on Nov 16, 2018
This is our second (updated) and final show report from ISC East. ISC East, by its own admission, is not a national or international show, billed...
Facial Detection Tested on Nov 16, 2018
Facial detection and recognition are increasingly offered by video surveillance manufacturers. Facial detection detects faces in an image/video...
Throughtek P2P/Cloud Solution Profile on Nov 15, 2018
Many IoT manufacturers either do not have the capabilities or the interest to develop their own cloud management software for their devices....
ASIS Offering Custom Research For Manufacturers on Nov 15, 2018
Manufacturers often want to know what industry people think about trends and, in particular, the segments and product they offer.  ASIS and its...
Hikvision Silent on "Bad Architectural Practices" Cybersecurity Report on Nov 14, 2018
A 'significant vulnerability was found in Hikvision cameras' by VDOO, a startup cybersecurity specialist. Hikvision has fixed the specific...
French Government Threatens School with $1.7M Fine For “Excessive Video Surveillance” on Nov 14, 2018
The French government has notified a high-profile Paris coding academy that it risks a fine of up to 1.5 million euros (about $1.7m) if it...
Integrator Credit Card Alternative Divvy on Nov 13, 2018
Most security integrators are small businesses but large enough that they have various employees that need to be able to expense various charges as...
Directory of Video Intercoms on Nov 13, 2018
Video Intercoms, also known as Video Door-Phones or Video Entry Systems, have been growing in the past decade as more and more IP camera...
Beware Amazon Go Store Hype (Tested) on Nov 13, 2018
IPVM's trip to and testing of Amazon Go's San Francisco store shows a number of significant operational and economic issues that undermine the...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact