Industry Performance: Seasonal Adjustment Leads to Market Decline, Platform E-commerce Shows Resilience

According to AVC Retail Monitoring Data for Dash Cams, in July 2026, the online retail value of dash cams reached 130 million yuan, down 17.9% month-on-month, while retail volume stood at 413,000 units, down 19.5% month-on-month. Despite the decline, it was primarily attributed to demand being pulled forward by the 618 shopping festival, a typical seasonal post-promotion Callback (correction), rather than a deterioration in industry fundamentals. Notably, platform-based e-commerce saw its market share rise against the trend, decreasing by only 13.7% and demonstrating the strongest resilience among the three channels.

Brand Landscape: Leading Brands Hold Steady While Challengers Make Gains, DDPai Surpasses 360

AVC Retail Monitoring Data for Dash Cams shows that in July 2026, Hikvision's retail value reached 21.498 million yuan, with a decline of 15.7%, outperforming the industry average of 17.9%. Its market share stood at 16.0%, up 0.4 percentage points from June, solidifying its leading position.

Professional e-commerce saw its market share increase by 1.5 percentage points, becoming a bright spot for growth. According to AVC's research, Hikvision's strong performance in professional e-commerce is closely tied to its brand trust among high-decision-making consumers. During the off-season, consumers are more inclined to choose well-recognized brands, providing Hikvision with a buffer against cyclical downturns.

70mai's retail value in July was 17.595 million yuan, with a market share of 13.1%, down 0.7 percentage points from June. Its decline of 22.3% exceeded the industry average. The contraction of 4.5 percentage points in the professional e-commerce channel was the primary reason for the share decline. Although Douyin (TikTok's sister app in China) saw a significant increase of 4.9 percentage points, it was not enough to offset the loss in professional e-commerce.

According to AVC's research, 70mai's growth on Douyin was mainly driven by the platform's traffic migration dividend (dividend). However, the noticeable decline in its traditional core channel, professional e-commerce, reflects a lack of sufficient product strength to retain existing users during the off-season. DDPai's retail value in July was 14.696 million yuan, with a market share of 10.9%, up 0.7 percentage points from June. Its decline of 11.8% was the smallest among the three brands, demonstrating the best resilience.

According to AVC's research, DDPai's ability to overtake 360 was driven by continuous product iteration and technological self-reliance. Its product moat, built on SONY dual flagship sensors, STARVIS 2 night vision technology, and 104 patents, combined with the brand momentum from its IPO, enabled it to win user preference during the off-season through hard power rather than relying on traffic-driven strategies.

Product Trends: Security and Convenience Drive Growth, Panoramic Solutions Accelerate

The Shenmou DC1 lite smart parking dash cam achieved a retail value of 7.928 million yuan and a market share of 5.90% in July, becoming the most prominent disruptor. Its self-developed chip reduced power consumption to one-tenth of industry standards, while features like sentry mode, 4G remote alerts, and wire-free design precisely addressed users' deep-seated pain points in "parking security," leading to explosive growth through differentiated product strength.

DDPai Z30 dash cam saw a 45.9% month-on-month increase in July, continuing its upward momentum. With 4K resolution, night vision capabilities, 24-hour parking monitoring, and wire-free design, it found its niche at the intersection of "high definition, convenience, and security." The newly launched Chechi 4K triple-lens dash cam made an immediate impact, featuring 4K triple lenses, parking monitoring, 360-degree sentry mode, panoramic view, and smartphone connectivity. Its high density of features allowed it to enter the market through a comprehensive functionality approach.

According to AVC's research, the industry is undergoing four major changes:

First, the security and sentry features of dash cams are accelerating. Dash cams are evolving from "accident evidence tools" to "vehicle safety managers," with increasing penetration of security features like sentry mode, 4G remote monitoring, and battery monitoring. Safety needs in parking scenarios have become the core driver of product upgrades.

Second, easy installation has become a necessity. Wire-free solutions are steadily gaining traction, with "plug-and-play" transitioning from a differentiated selling point to a basic requirement. Consumer tolerance for complex installation processes continues to decline.

Third, the role of dash cams as gateways to the Internet of Vehicles (IoV) is emerging. Penetration rates of 4G remote monitoring, cloud storage, and smartphone connectivity are rising simultaneously. Dash cams are evolving from standalone recording devices to IoV smart terminals, with connectivity becoming a competitive threshold for next-generation products.

Fourth, the technological shift in panoramic solutions is underway. While the penetration rate of panoramic features has increased significantly, triple-lens solutions have noticeably contracted. Single-lens panoramic solutions, such as PTZ rotation and fisheye lenses, are replacing multi-lens stitching solutions due to their technological maturity, ease of installation, and cost control advantages.",