Effective Marketing Strategy of Hikvision – With Detailed Explanation

Updated on: Dec 20, 2022
marketing strategy of hikvision - featured image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

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In our previous article, a detailed SWOT analysis of Hikvision was done. This article will shed extra light on the marketing strategy of Hikvision that led to its success and growth.

The objective is to help you gain insights into how Hikvision went from being a small household name to becoming one of the leading suppliers of surveillance solutions with the video surveillance market as its core competency.

Marketing is an essential aspect of a company that may make or break it. Marketing has migrated to the digital sphere along with users from all over the world. Check out Karan Shah, the CEO and founder of IIDE Free Masterclass on Digital Marketing 101 if you’re interested in modern digital marketing.

In this article, we’ll go over every aspect of the marketing strategy of Hikvision. Let’s start by studying the company’s history, target market, and online presence before we dive in deep.

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About Hikvision – 

marketing strategy of hikvision - hikvision logo

Source – Wikipedia 

Hikvision, which was founded in 2001, has paved the route to being one of the top providers of surveillance solutions by focusing on the video surveillance market. Hikvision placed 800th in the 2019 edition of Forbes Global 2000. Hikvision appears to be advancing, having established its own position in the market in just 21 years thanks to its unwavering commitment to the creation of cutting-edge technology.

Hikvision’s dedication to developing the greatest marketing methods is another factor in its success. Most recently, the company created Digital Showroom, a virtual version of its actual showroom that you can access from the comfort of your home.

You can take a self-guided virtual tour that is more than simply a digitalized version of a physical showroom, listen to the audio commentary, rotate goods to get 360° views with detailed zoom and examine technology applications in user-friendly, interactive ways that are rarely seen at trade exhibitions.

Quick Stats

CEO Hu Yangzhong
CMO Tony Yang
Area Served Worldwide
Industry Video surveillance
Market Revenue RMB 81.42 billion (2021)
Vision Empower vision for the security and growth of the world
Tagline “See Far, Go Further”


Marketing Strategy of Hikvision – 

Let’s begin the case study on the marketing strategy of Hikvision revealing its STP Analysis because there are many aspects to take into account while creating the ideal marketing strategy.

Segmentation, Targeting and Positioning 

Hikvision segments its products into Civilian and military surveillance products. It offers products like – 

  • Network Products
  • Turbo HD Products
  • Access Control
  • Video Intercom
  • Alarm
  • Display and Control
  • Transmission
  • Thermal
  • Intelligent Traffic
  • Onboard Security
  • Software
  • HiLook
  • Accessories
  • Portable Products

Hikvision typically had a large presence in education, offering surveillance and access systems to schools, colleges, and universities all over the world, with a focus on customers in the retail, transportation, construction, financial, and pharmaceutical industries.

Hikvision is positioned as the producer and distributor of military and commercial video surveillance equipment.

Marketing Campaigns

marketing strategy of hikvision - marketing campaign

During ISC West week, April 9–12, 2019, Hikvision launched its “Focused On Your Success” marketing campaign. Six Hikvision employees discuss their occupations and how they work to support the company’s clients in the advertising campaign, which showcases the diverse and devoted North American staff.

Print media, prominent quotes on Hikvision’s Instagram account, as well as individual video interviews with each employee, posted on LinkedIn and highlighted on Hikvision USA’s YouTube page, are all a part of the advertising campaign.

marketing strategy of hikvision - marketing campaign

Hikvision Announces Launch of Exclusive Sales Promotion on Top Camera Series

Dealers can now test cutting-edge Hikvision product innovations for 50% less.

Dealers have the chance to test high-end Hikvision products at a discounted price point from now until August 31. This is the ideal chance to get hands-on experience with our products and technology. Part of Hikvision’s Project Assurance programme, the Evaluation Promotion gives qualifying dealers a 50% discount on a selection of Hikvision cameras.

“Through the Evaluation Promotion, we encourage qualified physical security dealers to test our products at reduced price points so they can provide us with their honest feedback,” said John Xiao, Vice President of Marketing, at Hikvision USA.

Social Media Marketing 

  • Facebook: 89K
  • Instagram: 113K
  • LinkedIn: 215K
  • Twitter: 11.4K

Hikvision is most active and followed on LinkedIn and then Instagram.

Hikvision usually posts Promotional Content.

SEO Strategies 

marketing strategy of hikvision - ubersuggest seo screenshot

Source – UberSuggest 

According to SEO Standards, a number of keywords – below 500 is bad, above 1000 is good, 10,000+ is amazing and as seen Hikvision has 182K+ organic keywords which are impressive.

Further, they have monthly visits of around 1.5M which is huge as above 20000 visits a month is good.

Influencer Marketing

Hikvision does not use any kind of influencer marketing. But they should opt for this method and collab with influencers to have a face for the brand which helps in gaining the audience’s trust.

E-Commerce Strategies

Hikvision does not have an e-commerce portal but there is detailed information available about each and every product that they offer on their official website. This helps their customers to identify which product is best for them as per their needs.

Mobile Apps

  • Hik-Connect – for End User has 4.2 ratings and 10L+ downloads. This app is designed to work with the devices offered by Hikvision. 
  • Hik-Partner Pro – It is not available in India.

Content Marketing Strategies

As for content marketing strategy, Hikvision has a separate Newsroom section on their official website on which they publish their Blogs, Latest News, Success Stories and Press Mentions which helps their target audience to learn more about the company.

This brings us to the end of the marketing strategy of Hikvision. 

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What’s Unique in the Marketing strategy of Hikvision?

As demonstrated in the case study discussed above, Hikvision has a specific audience targeting strategy, which is advantageous as it saves your efforts in marketing your company to people who are not connected to or interested in your product.

Hikvision maintains active social media accounts, particularly on LinkedIn & Instagram. They have excelled in their SEO Strategy, receiving an astounding 1.5M monthly visits.

From this, it can be seen that Hikvision has established such a position in consumers’ minds and in the market. The primary and most important factors in Hikvision’s success are its distinctive marketing strategies.

As can be seen, marketing has undergone a significant transformation. Everything from targeting to selling is now done online. This demonstrates the growing requirement for organisations to understand and utilise digital marketing. This causes a rise in demand for such knowledgeable digital marketers.

You have the choice to learn from IIDE’s Online Digital Marketing Program and Post-Graduation Program if you are curious and want to upgrade your skills with this in-demand expertise.

IIDE Knowledge Portal is the spot for you enthusiastic minds if you want to learn more about the marketing strategies of additional businesses like the marketing strategy of Hikvision.

We appreciate you reading all the way through this post. Please leave your thoughts in the comments area on this marketing strategy of Hikvision.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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