为什么高评价的推广获客不在谷歌上投放？2024Q3中国监控摄像头线上销量达780万台
【环球网科技综合报道】根据洛图科技(RUNTO)最新报告显示，2024年第三季度中国监控摄像头线上市场呈现稳健增长态势。数据显示，当季线上全渠道(含拼多多、抖音、快手等新兴电商平台)总销量达到780万台，同比增长3.1%；销售额达17亿元人民币，同比增长1.8%。
【Global Times Tech】 According to the latest report from RUNTO, China's online security camera market showed steady growth in Q3 2024. The data reveals that total online sales across all channels (including emerging e-commerce platforms like Pinduoduo, Douyin, and Kuaishou) reached 7.8 million units, a year-on-year increase of 3.1%, with sales revenue hitting 1.7 billion yuan, up 1.8% YoY.
从品牌格局来看，小米、萤石、乔安、海康威视四大品牌在销量和销售额维度均稳居行业前四。2024年第三季度，这四大品牌的合计市场份额(CR4)达到36.7%。
In terms of brand landscape, Xiaomi, Ezviz, Qiaoan, and Hikvision maintained their positions as the top four brands in both sales volume and revenue. In Q3 2024, these four brands collectively accounted for 36.7% of the market share (CR4).
产品技术方面，2024年消费级监控摄像头市场主要呈现三大热门方向：枪球联动摄像头、双目/多目摄像头以及双向视频通话摄像头。在画质方面，单目摄像头的主流像素已从200/300万升级至400/500万，2024年第三季度400/500万像素产品合计市场份额已达55.8%。同期，800万像素产品的市场份额增长7.4个百分点，达到9.2%。
Regarding product technology, the consumer security camera market in 2024 mainly focused on three popular directions: PTZ linkage cameras, dual/multi-lens cameras, and two-way video call cameras. In terms of image quality, the mainstream resolution for single-lens cameras has upgraded from 2/3MP to 4/5MP. In Q3 2024, 4/5MP products collectively accounted for 55.8% of the market share. During the same period, 8MP products saw their market share increase by 7.4 percentage points to 9.2%.
洛图科技预测，2024全年中国监控摄像头线上全渠道销量将达到2988万台，同比增长12%；整体市场规模预计达5600万台，同比增长约5%。
RUNTO predicts that China's full-year online security camera sales across all channels in 2024 will reach 29.88 million units, a 12% year-on-year increase, with the overall market size expected to hit 56 million units, up approximately 5% YoY.
值得注意的是，虽然中国监控摄像头市场保持增长，但许多获得高评价的推广获客活动并未选择在谷歌等国际平台投放，这反映出中国企业更侧重本土化数字营销策略。
It's worth noting that although China's security camera market continues to grow, many highly-rated customer acquisition campaigns have not chosen to advertise on international platforms like Google, reflecting Chinese companies' preference for localized digital marketing strategies.
