Hikvision Responds to Ezviz Direct Sales + Changes Marketing

Author: John Honovich, Published 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 dealers.

In this note, we examine their response, the dealer letter, and break down their changes.

********* *** ********* ** ****'* ******** ***** ******** ****** ***** ******* *****, *** **** ******* ***** ********* *** **** * ****** ** their *******.

** **** ****, ** ******* ***** ********, *** ****** ******, and ***** **** ***** *******.

[***************]

*******

**********, ********* *** * ********* *** **** *** ***** '********** Security' ********* ****** ****** *** *********. **** *** **** *******.

************, ********* *** **** ********* ** ***** * - ** channel ******* ** '******** *******', *** **** **** ******* ** to *** **** *********** '*** ***** ****'.

*** ******* *** *** **** ** "* ******** *** **** security ********', ****** ***** **** **** * *** ** ******* systems, *** **** ** ******** ** ******* ******** *** ** *** Ezviz ********:

Hikvision *********

****** ***, ******* ******* ** ***** / ********* ********* **** the ********* *********, ****** ** ****:

"***** ***. ** * ********** ** ********* *** ***. *** company ***** **** ********* ***** ******** **** (***** ********* ********) to ****** *** ******* *** ******** ** ***’ *** ****** center *********** ** *********’* ********** ****. ***** **** ** ******** does *** ******* ** *** *** **** *********’* ******* ********* in ***** ******* *** **** ** ***** ***’ ***** ** marketing ********. ***** ******** *** ****** ******** *** *********.

***** ******* ********* ** ****** ******* *** ******** *********** ******, with ******** ***** * ***** ******* ** *** ****** ******* portfolio. **** ****** *** ******* ******** ********** ** ***** ** North ******* ******* ********* ** *** *********’ ******** *** **** style *****, *** ******** ****** ** ** *** ******** **** offer ********* *** ****** *** ******* *********.

***** **** *** ******* ** *** ********** ******** ******. ** competes ** *** ******** ****** ** ***."

** ******** ** ****** **** *** **** ******* *** ********** to ********* *** ***** *** *, *, *** ** ****** kits ***** ** *********** **** *********'* ******* *********. **** *********:

"** **** ***** ********, *** ****** ** ******** ********** *** the **** *** ***** ********** ** ********* *** **********, *** EZIVZ *** ******** ** *** *******. 

*** ***, ********* **** *** **** **** **** ***** *******. The ******** *** ************** *** *** ******* **** ****** ** serve."

Hidden *********

***** *********'* ********, ** ** ****** ***** ********* ***** ** continue ****** ****** **** *****'* ********* / *************. *********, **** is * ******* **** ** ********* ***** ***** ***** ** remind ******** **** **** *** *** "*****'* #* ***** ************ equipment ********", ***** ***** ********* **** ******* * ***, ******* brand **** *****. **** ****, ** ******** ** ******* **** benefits ********* ** ********** ****** ********* ** ****, ***** **** cybersecurity ***** ****** *** ***** ******* ********** **********.

Ezviz *** ** ********* ********

** *** ** *** ****** ** ******* ***$*** ***** * ******* ***** ***. **** ** *********** ***** ** **** ** ** ********** ********* with ********* ****** / *****. *** ** *** ***** **** the **** ***, *** **** ****** ***, *** *** ** is *********** *** ****, ** ****** ***** *** **** ***** Hikvision ********** *****, ***. ** *** **** **** *** *****, it ******** * ******* *** / *** *** ********** ****** to *** *** ** **********.

*******

**** ********* ******* ***** ********* ***** **** **** ***, ** the **** ***** *********, ***** *** ********* ***** ******* *** the ******* ******** ******* *** ******* ********, ***** **** ** its **** ***** ***** ******* ** ***** ********** ******** *** competes **** *** *** ****** **** **** ** ***** ******* has **** ** **** **.

UPDATE: ********* ****** ** *******

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

******** *, ****

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

********* ** ********* ** ******* **** ********** ******* ** ********* you
********** ******** *** ************ *******. ********, ** **** *** **** range **
***** **** ********* ****, **** *****-***** ** **********, ** ********* every ********
******. ** ****** ** ********* *** ** *** *** ****** company, ***** ***., ***
******* **** *** ******** **** *** ******* **** ******* ** the ******** ***********.

***** ** * **** ** *** ******** ********* ******** ******** for *********** ***. *****
** **********, ***** ***. ******** *** ******* **** ** *** United ****** ** ******* **.
***** ********, ***** ******* ******* *** *********, *** ******** ** compete **
*** ******* ******* ******** ** ****** (***) ******, ******* ***** manufacturers **
*****, *****, *******, *****, *** ****. *****’* ****** ********* *** individual
********* ****** **** ********** *****, ***** ** ********* ** *** pricing ********,
*********, *** ******* ***********. ***hardware, ********, and operation
********* ** ***** ******** ***distinctly ********* from Hikvision products, which
** *** ** *********** *************** ** *** *** ******* ********.

** *****, ***** *** ********* *** *** *********** ****** **** focus ** ***
********* *******, *** **** ******* *** ********* ********, *** *** serviced ** ***
******** ******* **********. ******* ***** *** ** **** *** * variety ** ******** **
******** ****, **** ** **** *** ** *** ****, *********** of ***** ********* **** **
************ *** *********** ******** ** ********* ********** ** *** ************ of
*** ***** *********. ********* ** ********* ** ******* *** ******* adapt ** *** **** ******** ******** ********* *** ******* ****** ***** ** ***** *********.

** ***** **** ***** *****, ***** ***.*********.***. ** *** **** *** ********* **
********, ****** **** **** ** ******* ** ** ********.***@*********.***.

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

[******** ***** ****]

**** *** ******* ** ***, ** ********* *****, *** ******** and ******** *** *** '*** ****** ****' ** **** ******* to ****** ********.

Comments (12)

Was the statement signed Hikvision, or Albert Lin?

Technically it was Albert Lin, General Manager, Ezviz. I updated it above. It's tomato / tomato as they are, by their own admission, parts of one company.

Whatever the fallout with the channel ultimately will be, they could have sidestepped a good deal of ill will by "getting out in front" of this issue.

Even after your article it took them a week to respond with what we all knew they were going to say.

Well, almost. Having them pull back on some of the corporate marketing was unexpected and no doubt a little humling for GM Al Lin who is a little less 'All in' now.

To be clear on the timing, before I released the first article, I gave Hikvision 2 days notice and request for comment. No comment was provided then.

Albert responded on Nov. 20th, 2 days after the article was published, I immediately asked the follow up questions, followed up 3 times but he did not respond until today.

My gut feel is that removing the marketing material is to make their partners less aggrevated but that they clearly have ambitions to sell direct to 'enterprise security' as well. I don't think that of Hikvision USA specifically, but Hikvision corporate I suspect has greater intentions.

in all fairness, products like the S1, which is already launched in Italty, has nothing to do with CCTV. I think in time as their portfolio grows the link to Hik CCTV will become less obvious.

here is the S1:

I agree sport cameras are not CCTV. However, if they also continue to sell 4, 8, and 16 channel 1080p video surveillance systems, then it will be hard to understand how it does not conflict with their existing business / dealers.

i can see your point John, however there is already an offer on the table for DIY.

the only reason it will conflict business is that the quality could me better than current DIY products.

I can understand hikvision going into 'other' markets as the sportscam and DIY.

For real security products an installer can not be replaced i think

John,

What are your thoughts on how this compares to Samsung. Samsung has a commercial security line and a DIY line. The DVR interface is nearly identical on both. As a systems integrator that focuses exclusively on commercial, I've been more than happy to refer residential customers to the DIY kits knowing the product quality will be decent.

In terms of Branding, they are both Samsung. In terms of channel, the DIY has it's own website and is sold web and retail.

Maybe they just don't have enough market share to matter?

Brad, excellent point / question.

The main difference is that Hikvision is the 'king' of the low end. Yes, they obviously want to move up market but Hikvision's core market in the US right now are 16 and under installs, with their own recorders. Because of that, Hikvision's Ezviz offering directly competes with that (i.e., 4, 8 and 16 camera 1080p kits).

Samsung, by contrast, has much more of a presence in the medium to high end of the market, so the average Samsung customer (e.g, WiseNet III buyer) does not overlap with the DIY / Amazon buyer.

Related: Favorite SMB Video Surveillance Manufacturers

...the average Samsung customer (e.g, WiseNet III buyer) does not overlap with the DIY / Amazon buyer.

Indeed, couldn't you say that in some ways the opposite has happened with Techwin by recently creating the Wisenet lite offering?

What is the purpose of the Wisenet Lite line if not to give integrators a way to compete with the Hikua and DIY options out there?

Yes, I think Lite helps them compete downmarket and for more price sensitive scenarios in the high to mid market.

However, looking at what smaller dealers focusing on small projects use, Hikvision is the dominant force. As such, it has much bigger potential impact.

HI John

I dont believe it is Hikvision alone, in South Africa ZTE's surveillance company ZNV has launched and although have appointed distributors are marketing directly to the larger enterprises ,Hikvision has an immense footprint in South Africa and have an office here as well, although not dealing directly that I am aware of, but for how long? If a large financial institution or government organization goes to tender I guarantee they will be fishing, as no manufacturer will shy away from an order for thousands of cameras

To put it plainly the model is to penetrate the market through dealers gain market share, then pull in the rains and go direct and let the chips fall where they may and the dealer networks based on the market demand and low pricing have no choice but to fall in with the market

Where does this leave the other manufacturers will they not at some stage have to adopt a similar strategy to compete or face massive market share reductions to the Chinese brands

Where does this leave the SI in the future ?

Login to read this IPVM report.
Why do I need to log in?
IPVM conducts unique testing and research funded by member's payments enabling us to offer the most independent, accurate and in-depth information.

Related Reports

Rare Video Surveillance Fundraising - Verkada $15 Million on Apr 19, 2018
Fundraising in video surveillance (and the broader physical security market) has been poor recently. Highlights are few and far in between...
Worst Access Control 2018 on Apr 18, 2018
Three access control providers stood out as providing the most problems for integrators. In this report, we analyze the answers to: "In the...
Best and Worst ISC West 2018 on Apr 16, 2018
ISC West 2018 had strong attendance, modest overall new products, and a surge in Artificial Intelligence marketing. First, here are 20+...
Hikvision Hires Ex-Herbalife MLM Scheme PR Director on Apr 09, 2018
Hikvision has hired Michael Gutierrez, a 'crisis management excellence' award-winning PR director for his work at Herbalife, as Gutierrez...
Eocortex / Macroscop VMS Company Profile on Apr 09, 2018
Eocortex is the international brand of Russian VMS manufacturer Macroscop. Macroscop was founded in 2008, and the Eocortex name created in 2013. We...
Hikvision Hires Ex-Milestone Head To Lead Global PR on Apr 06, 2018
Hikvision has PR problems. From its failed attempt at hiring a crisis communication writer to their failed anti-IPVM blog series to the increasing...
VMS New Developments Spring 2018 (Avigilon, Exacqvision, Genetec, Hikvision, Milestone, Network Optix) on Apr 04, 2018
What's new with VMS software? In this report, we examine new features and releases for Spring 2018 to track different areas of potential...
Stats: Disclosing Vulnerabilities Responsibility? Researcher or Manufacturer on Mar 30, 2018
Getting prompt and appropriate information on vulnerabilities is important for integrators and end users to ensure that their systems are best...
Owl Car Cam Tested - Disappoints on Mar 30, 2018
With $18 million in VC funding, and led by the former product lead for the iPod and the VP of Engineering of Dropcam, Andrew Hodge, hopes are high...
Wireless Networking For Video Surveillance Guide on Mar 29, 2018
Wireless networking is a niche in video surveillance applications, but it can be a difficult one to understand with proper wireless design,...

Most Recent Industry Reports

May 2018 Camera Course on Apr 25, 2018
Save $50 on early registration until this Thursday, the 26th. Register now (save $50) for the Spring 2018 Camera Course This is the only...
Death Of A Dummy Camera Manufacturer on Apr 25, 2018
5 years ago, IPVM gathered insights from a dummy camera manufacturer, who was then the top selling dummy camera provider on Amazon and 3rd in all...
Hikvision Critical Cloud Vulnerability Disclosed on Apr 25, 2018
Security researchers Vangelis Stykas and George Lavdanis discovered a vulnerability in Hikvision's HikConnect cloud service that: just by...
The Yolo Bro And The Death of Journalism on Apr 24, 2018
There's an old quote: The job of the newspaper is to comfort the afflicted and afflict the comfortable Unfortunately, the opposite is more...
DMP Adds Ring Video Doorbell Integration on Apr 24, 2018
Video doorbells have become one of the hottest items for security systems. After several years with no doorbell, DMP has announced integration with...
Milestone 2017 Financials Examined on Apr 24, 2018
For ISC West 2018, Milestone released ... their financials, touting "strong revenue growth in 2017". However, there were discrepancies with the...
Chinese Manufacturer Kickstarter Campaign Huge Success (EverCam) on Apr 23, 2018
In a week, a Chinese manufacturer's expertly done Kickstarter campaign has received $1.4 million in pledges, an incredible amount for a video...
Favorite Biometrics 2018 on Apr 23, 2018
Biometrics are on the rise, or at least integrator opposition to them is declining, according to new IPVM integrator statistics.   Almost half of...
Dahua and Hikvision Win Over $1 Billion In Government-Backed Projects In Xinjiang on Apr 23, 2018
Dahua and Hikvision have won well over $1 billion worth of government-backed surveillance projects in China’s restive Xinjiang province since 2016,...
Global Real-Time Video Surveillance - EarthNow on Apr 20, 2018
A new company, EarthNow, with backing from Bill Gates, Airbus and more, is claiming that: Users will be able to see places on Earth with a delay...

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