2012 china mv marketing analysis - vision technology · 2012 china mv marketing analysis ... the...
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February 20-22, 2013 | Orlando World Marriott Center | Orlando, Florida USA
2012 CHINA MV Marketing Analysis
From:Market Analysis Department of CMVU 2013.02.20
CHINA Machine Vision Union Profile
Publishing books and Journals
Marketing Study
Exhibitionand
Conference
Network service
Training International cooperation
Establish Standards
‐ CMVU, founded on 16th March 2011, is an organization of enterprises.
‐ CMVU ’s mission is to boost the cooperation among relevant enterprises and to build a healthy growing of industry.
‐ By now, 70+ members registered in CMVU, around 260 companies working in this field in CHINA
‐ CMVU’s activities includes
Machine Vision Market
CMVU covers all the above industries and have members from them.This year CMVU is focusing on investigation and study in the machine vision segmented markets. So this report is mainly on the machine vision industry.
Machine Vision Market
Machine Vision
- EMS- SEMI- SI- AUTO- FMCG
EMS Electronic Manufacturing Services Market,cell phone,pad,GIS Navigator, E-BOOK etc.
SEMISemiconductor and Electronics Capital Equipment Market:FPD/TP、solar、PCB/SMT、semiconductor、Laser.
SISurface Inspection and sorting :Printing inspection, Web inspection, Rice/Cotton sorting etc.
AUTO Auto Making,Auto electronics, Fasteners, Modules
FMCGFast Moving Consumer Goods Market: Tobacco, Pharmaceutical, Container and Logistics.
1160 1225
1470
1896
2484
3105 40%
6%
20%
29% 31%
25%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
800
1300
1800
2300
2800
3300
2011 2012 2013 2014 2015 2016
2012-2016 Forecast of CHINA Machine Vision
Million RMB Growth
Why Growth by 6% in 2012
The growth of China machine vision market is mainly linked to 2 factors: the�growth of manufacturing industry and the growth of equipments manufacturing industry.
Manufacturing industry slowed down in 2012, growth rate is about 3-5%/year.
The power of apple driven is decline. In the past, Apple’s product line is only for one type, so many machines are needed for the new product.
Now the product have shorter life cycle, there aren’t that much machine needed. The Apple driven growth will become a more regular one.
2012-2016 Internal Driven Factors of GrowthIn the next 5 years, the total amount of China's economy growth will gradually slow
down. China’s GDP growth will drop from 8% to 5-6%. But the machine vision
market will maintain high growth rate.
Quality Driven: Increasing request for product quality drive the high growth of quality inspection business. Automation introduced for helping huge amount raw materials production more efficient and cost effective.
Automation and Robotic Driven: More Robotics and Machine Vision will be introduced into consumer electronics assembling industry, which produce 70% of mobile phone and 90% of PC, taking FOXCONN New Million Robots Project as an example.
Safety Driven: Food and pharmaceutical safety drive lots of adoption of Vision technology in food sorting , drug packing, quality inspection, logistics and counterfeit detection etc.
Policy Driven: Driven�by�the Twelfth Five-Year Plan, equipments�manufacturing�industry�will�still�grow�fast,�about�20-25%/year.
(Million RMB)
机器视觉 CHINA Machine Vision MarketDivided by Application Segments in 2012
EMS Electronic Manufacturing Services Market,cell phone, pad,GIS Navigator, e-book。
SEMI Semiconductor and Electronics Market: FPD/TP、solar、PCB/SMT、semiconductor、Laser.
SI Surface Inspection and sorting: Printing ,web inspection, Rice/Cotton sorting etc
AUTO Auto Making,Auto electronics, Fasteners, Modules
FMCG Fast Moving Consumer Goods Market: Tobacco, Pharmaceutical, Logistics / Container.
Divided by Market(Million RMB)
SI17%
SEMI30%EMS
38%
AUTO8%
FMCG7%
SI SEMI EMS AUTO FMCG2012 205 366 461 100 87
050
100150200250300350400450500
mill
ion
RM
B
In 2012, CHINA machine vision market achieve at 1225 Million RMB.
Divided by products type (Million RMB)
机器视觉 CHINA Machine Vision MarketDivided by Products in 2012
camera/framegrabb
er43%
lens10%
lighting12%
vision system/so
ftware35%
CameraFrameGrab
berlens lighting VisionSys
Software
2012(H) 541.8 129 154.8 580.52012(L) 477.3 103.2 129 451.52012(AVR) 509.55 116.1 141.9 516
0
100
200
300
400
500
600
700
mill
ion
RM
B
Main Players of CHINA Machine Vision
Cognex Keyence LUSTER Daheng MVLZ OPT Else
Business
Model Direct
selling
Direct
selling
Agent
Own Brand
Agent
Own Brand
Agent Own
Brand
Agent
Own Brand
Market
Share 15% 15% 12% 12% 8% 5% 33%
Cognex15%
Keyence15%
Daheng12%
LUSTER12%
MVLZ8%
OPT5%
others33%
Line Scan cameras:Line Scan cameras (including frame grabbers) , total revenue is about 120-150 Million RMB, total
units are 9,000-10,000.
机器视觉Product features and distribution of CHINA Machine Vision market in 2012
High-end Middle-end Low-end
Product featureHigh sensitivity: TDI、High
resolution: 16KTri-Line:(2K/4K)Prism:(2K/4K)
Dual-lineSingle-line
Key applications FPD、PCB inspectionPrinting/Banknoteinspection, Cotton
Surface inspection, Colorsorting
Total Revenue(million RMB)
26-32 77-90 26-32
Total units 1,000-1,300 1,900-2,500 5,800-6,500
Main suppliers DALSA, E2V, JAI
Main distributors LUSTER、MVLZ、Daheng、MicroView/OSe/JM Vistec、Chaoxin, etc.
机器视觉Product features and distribution of China Machine Vision market in 2012
High-end cameras Middle&Low-end cameras
Total Revenue(million RMB)
250-280 77-100
Total units 28,000-36,000 36,000-38,000
Main suppliersAVT、Basler、Point Grey、
IMS/IDS/ Baumer, etc.Chinese local camera manufacturers
Main Distributors Daheng, MVLZ, LUSTER
Area Scan cameras:Area Scan cameras (including frame grabbers , cables etc. Market size of China in 2012: total
revenue is 330-380 Million RMB, total units are 66,000-74,000 sets.
Lens:Lenses Market scale of China in 2012:total revenue is 80-100 Million RMB,total units at 77,000-
90,000 sets
High End Fix Focal lens Zoom lens
Product featuresHigh resolution, large sensor size
or for specific imaging designFixed focal,1-3 Mega-pixel standard lenses
Zoom lens
Total Revenue(million RMB)
26 26-32 32-38
Total units 3,800 38,000-52,000 38,000-52,000
Main suppliersSchneider, Pentax,
BlueVision/Kowa etc.CBC,Utron,Pentax etc.
MT, GLO,VICO,Navitar, Moritex etc.
Channel featuresIn general, most High-end and standard Macro lenses have been sold accompanied with
cameras, Zoom lens market has been taken over by Chinese domestic Lens manufactures with direct sale method
机器视觉Product features and distribution of China Machine Vision market in 2012
Light source:Light source market scale of China in 2012 : total revenue is 120-150 Million RMB, total units at
52,000-65,000
OPT CCS CST Others
Total Revenue(million RMB)
40.4% 20.5% 15.5% 23.6%
Total units 25,000-38,000 6,500 12,000 12,000-20,000
Channel featuresChinese domestic light source manufactures share 80% market, Direct sales and
distribution methods are applied
机器视觉Product features and distribution of China Machine Vision market in 2012
Vision systems:Vision systems market scale of China in 2012, market size is about 450-580 Million RMB
EMS:EMS business are mainly driven by Apple, Companies conduct Non-standard equipments
developing and System integration services for Foxconn, etc.
Cognex Keyence Microscan Dalsa IPD Panasonic/Sick/Omron, etc.
Total Revenue 38% 38% 8% 4% 10.6%
Channel features Main players are foreign companies with direct sale method
机器视觉Product features and distribution of China Machine Vision market in 2012
Consumer electronic products market, especially for intelligent cell-phone and Palm Computer markets are facing more fierce competition. This cause for shorten of product life cycle. Time to market between different products becomes shorter and shorter. All these require the system integrators to have more quickly responses on device evaluating, developing, testing and delivering, also push the component supplier to short its delivery dramatically.
The Main Factors of Purchasingof CHINA MV Customers
0 0.5 1 1.5 2
Speed
stability
Customization
Integrity of kit
Price
ease of setting
ease of operation
Performance
Solutions(Incl software)
Technical support
delivery
Some Suggestions for Next 3 Years
In the past 20 years, the first 15 years are technical driven age, and in the sencond 5 years, machine vision market in China turn out to shift from technical driven to marketing driven. This make the appearance of many standards in machine vision, and as a result, many companies can started to provide vision products with very limited defference.This makes competition become more fierce and it’s harder to get continues profits. Through our investigation, we found below factors will be a help to get better position.
To construct wide sales channel, makes effective cover of target market.
Supply end to end “Turn Key solution”.
Reduce the delivery time within 2 weeks is good and 4weeks is basic.
Local service, in-field service and professional support is strong required.
Product quality is the key to win the customers.