Sunell’s success in 2014

February 2015 News & Events

In 2014, we noticed that many electronic security manufacturers were affected by a downturn in economic conditions. Many smaller manufacturers closed their doors under these pressing circumstances. Sunell, however, thrived over the last year. It managed to increase its global market share as well as its international branch footprint.

How did it manage to do that? According to Ann Wu, general manager of Sunell, “The answer to that question is quite simply accumulated expertise and staying true to our unique way of doing business.”

Aggregated expertise

With a firm foundation of experience equating to exponential annual growth, Sunell has been able to provide security products to the industry for over a decade. The company has grown to offer a full portfolio of CCTV products which includes both analogue and digital as well as security software solutions.

Sunell’s unique corporate culture has created a strong and united staff complement. The expertise derived from this team has developed to reflect wisdom with regard to products and market trends. In the face of fierce market competition, it pursues excellence and strives for innovation. With this drive, there is an increasing emphasis on branding and customer satisfaction within the company.

Wu says, “A good brand never comes easy. It cannot be created in a day. It takes time and endless improvement. Without good products and value added services such as marketing, clients won’t remain loyal to the brand and this impacts the brand equity and reduces customer lifetime value. Sunell has worked hard to earn a good reputation in the security industry. We have built a brand with profound market influence and contributed significantly to research and development technology in order to achieve this.”

Using a combination of this expertise and the production of quality products, Sunell has been able to create market demand for its product and thus rise above its competitors. Good brands have earned their reputation by meeting consumer needs and stimulating consumer desires. Sunell is steadily driving its customer-centric product and service offering instead of rushing into its approach with undue haste.

Since its establishment in 2002, Sunell has been investing in product research and advanced technology development. In 2014, Sunell increased its investment in R&D to over 8% of annual sales and it increases this contribution by 1.2% on an annual basis. Such investment has resulted in successive launches of the thermal imaging camera, HDVI cameras, 1HDD home NVR, the Inview Software platform and other front-end monitoring products and solutions.

Sunell’s products reach a global audience, with customers in over 83 countries. The corporation is also expanding its global footprint. It currently has over 30 domestic offices in China and it has added international branches in South Africa, Taiwan, Singapore and Miami, to name a few. These additions marked the localisation stage of Sunell’s global strategy. The company is also completing its new head office premises, the Sunell Huizhou Industrial Park. The new office park covers 68 000 m² and is estimated to increase Sunell’s production capacity by 5 to 8 fold. This increase in production capacity will allow Sunell to better service all new and existing customers.

A unique path

Another factor for success is the way that Sunell conducts its business. Wu says, “We have built our business on the pillars of our value system. The fundamental aim of creating our products is to be able to contribute practical network video monitoring products that meet the needs of customers and help maintain public safety. We mould our staff to follow this ethical mentality and conduct all business dealings with integrity.”

With these values in mind and to meet increasingly complex market demands, Sunell is working intensely on various segmented areas. So far, it has developed a line of cameras that range from the entry level 1.3 megapixel IP products through to the 2, 3 and 5 megapixel medium level products. The latest development in its range includes the high-level, 8 megapixel products which exhibit 4K or UHD resolution technology. Such development is only possible through having staff that are able to conceptualise the growing needs of its customers and carry through these ideas all the way through to the production line.

In order to attract such noteworthy staff who have this vision and talent, Sunell ensures that it creates an enjoyable and conducive working atmosphere for its employees. Wu says, “We care about our employees and their improvement. We understand that attracting and retaining good talent is an integral part of our success and delivers value for both the company and our clients. We have managed to retain staff in the company for over 10 years.”

She goes on to say, “We look forward to building on these strengths that have brought Sunell success in 2014 and we aim to deliver more of this to our customers in 2015.”

For more information on Sunell’s products, contact +27 (0)11 469 3598, [email protected], www.sunellsecurity.com





Share this article:
Share via emailShare via LinkedInPrint this page



Further reading:

Highest increase in global cyberattacks in two years
Information Security News & Events
Check Point Global Research released new data on Q2 2024 cyber-attack trends, noting a 30% global increase in Q2 2024, with Africa experiencing the highest average weekly per organisation.

Read more...
The power of PKI and private sector innovation
Access Control & Identity Management News & Events Government and Parastatal (Industry)
At the recent ID4Africa 2025 Summit in Addis Ababa, the spotlight was firmly on building secure, inclusive, and scalable digital identity ecosystems for the African continent.

Read more...
Bosch Security renamed Keenfinity
News & Events
Globally renowned brands for video systems, access control and intrusion alarm systems, as well as communication systems, unite under the roof of the new company Keenfinity Group.

Read more...
2025 video surveillance market set for improved fortunes
News & Events Surveillance
Novaira Insights has unveiled its latest report, World Market for Video Surveillance Hardware and Software – 2025 Edition, forecasting a healthy growth rate of 8,1% until 2029, excluding China.

Read more...
Wialon announces integration with fleet maintenance and optimisation platform
News & Events Transport (Industry) Logistics (Industry)
Fleet management software platform integrates with a fleet maintenance and optimisation platform to support mutual customers for better workflows and deeper insights into fleet operations.

Read more...
DeepSneak deception
Information Security News & Events
Kaspersky Global Research & Analysis researchers have discovered a new malicious campaign which is distributing a Trojan through a fake DeepSeek-R1 Large Language Model (LLM) app for PCs.

Read more...
Almost 50% of companies choose to pay the ransom
News & Events Information Security
This year’s Sophos State of Ransomware 2025 report found that nearly 50% of companies paid the ransom to get their data back, the second-highest rate of ransom payment for ransom demands in six years.

Read more...
Value and industry insight
Securex South Africa Training & Education News & Events
Securex South Africa 2025, co-located with A-OSH EXPO, Facilities Management Expo, and Firexpo, drew thousands of security professionals from across the continent and beyond, offering a platform for networking, product discovery, and knowledge sharing.

Read more...
Gallagher Security achieves ISO 27001 recertification
News & Events Training & Education
Gallagher Security has successfully achieved certification to the updated ISO/IEC 27001:2022 standard for Information Security Management Systems (ISMS). This accomplishment builds on previous certifications and reflects a continued commitment to the highest standards of information security.

Read more...
Survey highlights cost of cyberdamage to industrial companies
Kaspersky Information Security News & Events
The majority of industrial organisations estimate their financial losses caused by cyberattacks to be over $1 million, while almost one in four report losses exceeding $5 million, and for some, it surpasses $10 million.

Read more...










While every effort has been made to ensure the accuracy of the information contained herein, the publisher and its agents cannot be held responsible for any errors contained, or any loss incurred as a result. Articles published do not necessarily reflect the views of the publishers. The editor reserves the right to alter or cut copy. Articles submitted are deemed to have been cleared for publication. Advertisements and company contact details are published as provided by the advertiser. Technews Publishing (Pty) Ltd cannot be held responsible for the accuracy or veracity of supplied material.




© Technews Publishing (Pty) Ltd. | All Rights Reserved.