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.

Value Chain of Machine Vision IndustryV

alue

 Cha

in o

f M

achi

ne V

isio

n In

dus

try

Products of Machine Vision

2006-2011 CHINA Machine Vision Market

Million RMB

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.