In the First Half of 2024, China's Consumer-Level Surveillance Camera Market Update

TapTechNews August 6th news, according to the total data pushed by RUNTO, in the first half of 2024, the sales volume of China's consumer-level surveillance cameras in the market reached 27.91 million units, an increase of 9.2% year-on-year; the sales amount reached 5.6 billion yuan, an increase of 1.1% year-on-year.

According to the data of RUNTO, in the first half of 2024, the online market share of surveillance cameras increased by 4.5 percentage points to 50.8%. The sales volume of the offline market was basically the same as that of the same period last year, and the market share decreased by 4.5 percentage points. The main reasons for its weak growth are that consumers' shopping behavior in offline scenarios has generally decreased as a whole, and the marketing attractiveness of traditional retail of cameras is insufficient, and the stimulating effect of the business model is not enough.

TapTechNews noticed that according to the online monitoring data of RUNTO, in the first half of 2024, Xiaomi, Joann, Ezviz, and TP-Link ranked the top four in the sales dimension in the online market, and the combined share (CR4) was 40.9%, a decrease of 2.6 percentage points year-on-year. Xiaomi ranked first in both the sales and sales amount dimensions in the online market, and the share exceeded 16%.

Due to the impact of consumption downgrade and intensified enterprise competition, the average price trend of the surveillance camera online market has changed from the increase in 2023 to the decline in 2024. According to the online monitoring data of RUNTO, by June 2024, the average price dropped to $32.8 (226 yuan), a decrease of $4.3 (30 yuan) compared with the beginning of 2023, with a decrease of about 11.7%.

In recent years, the cameras purchased by consumers on e-commerce have begun to be increasingly used in outdoor scenarios. According to the online monitoring data of RUNTO, in the first half of 2024, the sales share of indoor surveillance cameras reached 56.1%, still occupying a dominant position. But as consumers' willingness to travel has increased, the monitoring demand for households inside and outside has rapidly increased, and the proportion of outdoor surveillance cameras has increased from 37.2% in 2022 to 43.9% in the first half of 2024.

The application of cameras in the consumer market besides monitoring, is currently also widely used to meet the care needs of different consumer groups, such as the elderly, infants, pets, etc. According to the online monitoring data of RUNTO, in the first half of 2024, the sales share of cameras with crying monitoring reached 22%, and the sales volume increased by 6.5% year-on-year; the penetration rate of pet recognition cameras is still low, with a sales share of less than 5%, but the year-on-year increase exceeded 30%.

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