Since its inception, HIKMICRO has seen significant and rapid growth in the thermal and night vision markets. As Stuart Grant, managing director of Elite Optical Distribution – the UK distributor for HIKMICRO – explains, this growth can be attributed to a clear commitment to technological innovation and adaptability.
“HIKMICRO is a massive global technology business with a commitment to invest and improve their products,” says Stuart. He attributes their success to being responsive to the fast-paced demands of the industry. This responsiveness is bolstered by close collaboration with local teams, allowing them to tailor their approach specifically for the UK market. The establishment of a dedicated UK-based HIKMICRO team is evidence of this focus, as it allows them to work closely with Elite Optical and ensure that the unique requirements of UK shooters are well understood and met.
Supporting their dealers has always been at the core of Elite Optical’s strategy, and Stuart is keen to point out that collaboration with quality retailers across the UK and Ireland has been a major factor in their success.
How HIKMICRO sets itself apart
The thermal and night vision sectors are highly competitive, but HIKMICRO’s dedication to research and development sets it apart from other players in the market. Stuart highlights HIKMICRO’s emphasis on delivering cutting-edge technology at accessible prices.
“We’ve had some fantastic products like the Alpex night vision scope and the Habrok thermal binoculars,” says Stuart. These products, which combine advanced features with affordability, have established HIKMICRO as a leader in the market. In addition, having a UK-based repair centre, staffed by HIKMICRO engineers, allows Elite Optical to provide an unparalleled level of customer support, with a typical repair turnaround of just 10 days. This local presence gives them a unique advantage when it comes to building trust with their customer base.
Emerging trends in thermal and night vision
The landscape of thermal and night vision technology is evolving, and keeping pace with these changes is essential for dealers. Stuart points out that in the UK, spotting with thermal monoculars and shooting with night vision scopes has long been the trend. However, as technology advances and prices fall, thermal scopes are becoming a viable option for many hunters.
“We are also witnessing significant growth in the use of thermal binoculars,” adds Stuart. The Habrok series, which offers both thermal and optical cameras in a conventional binocular chassis, has become a popular choice, especially given its accessible price point starting at £1,200. These developments suggest that retailers need to stay on top of emerging technologies and adapt their offerings accordingly to capitalise on growing consumer interest.
Maximising retailers’ potential in tech-based shooting products
The market for tech-based shooting products, such as thermal and night vision devices, is expanding. However, it requires a proactive approach from retailers. According to Stuart, the market for these products is more akin to selling televisions or computers than to selling traditional firearms. The fast pace of technological advancement can leave some dealers at risk of being stuck with obsolete stock.
“We work hard to manage this risk with our customers,” says Stuart. Elite Optical adjusts pricing to ensure that their products remain competitive, and they support dealers by offering credits, thereby allowing them to maintain their margins. “You will never lose out when you invest in HIKMICRO stock,” he assures. This adaptability is key to helping retailers thrive in a market that is both promising and volatile.
Support from Elite Optical: training and dealer resources
Understanding the technology behind thermal and night vision products is crucial for retailers looking to succeed in this space. Stuart acknowledges that the abundance of jargon and acronyms can be a barrier, and notes that those dealers who take the time to fully understand the products tend to do the best.
“Our team is out in stores every day providing hands-on training,” says Stuart. In addition to this in-store training, Elite Optical hosts various dealer events throughout the year, giving retailers the opportunity to test the latest products. These events are invaluable for building familiarity with the technology and for ensuring that dealers can provide informed advice to their customers.
Adapting to a volatile market
Stuart is clear that the technology market is a “constant race”, with manufacturers needing to stay one step ahead to avoid being overtaken by competitors. This volatility can lead to some dealers getting caught out with obsolete stock, but HIKMICRO’s proactive approach helps to mitigate this risk.
“We monitor the market closely to ensure our products are positioned aggressively,” says Stuart. This might involve adjusting prices or offering credits to dealers for stock they are holding, ensuring that their partners can continue to make money, even in a rapidly shifting marketplace.
The future of technology in shooting
The next five years look set to bring exciting advancements in shooting technology, according to Stuart. “This year alone, we have seen the introduction of 1280px high-resolution sensors and shutterless technology, which allows users to shoot without the traditional image freeze typically associated with thermal,” he says. Looking forward, HIKMICRO is committed to developing an ecosystem of interconnected products – such as trail cameras, spotters, and scopes – that work seamlessly together through their app to enhance the outdoor experience. This integrated approach could represent the next major leap for the industry.
Dealer support and incentives
Stuart emphasises that Elite Optical’s support for dealers goes beyond product training and technical advice. The HIKMICRO Dealer Partner Program offers retailers access to discounted demo products and an annual rebate. Additionally, Elite Optical organises demonstration events with their dealers, giving end-users the opportunity to test products and talk directly with experts. “On average, our dealers sell £10,000 worth of products during these events, so they are well worth talking to us about!” says Stuart.
Top products to stock in the current market
When asked about which HIKMICRO products dealers should prioritise, Stuart highlights the Alpex night vision scope, particularly the latest 4K model with LRF, which he describes as delivering everything needed from a scope. The previous model, now available for £399, provides an affordable entry point for many customers.
The Habrok thermal binoculars are also a key recommendation, allowing consumers to enter the thermal binocular market at a price similar to that of a monocular. Stuart also mentions the new Stellar 3.0 thermal riflescope, which has hit a “sweet spot” of price and performance, leading to strong sales.
Retailer advice
For retailers who are new to this technology, Stuart advises against the common misconception that the most expensive model is always the best. “It’s important to understand your customers’ needs and how they intend to use the product in order to recommend the most suitable model,” he says. “Speak to our knowledgeable team; we can provide advice on the most suitable models for you to stock and generate profit.”
UK distributor
Elite Optical Distribution
01803 658369
stuart@eliteoptical.co.uk
www.eliteoptical.co.uk
