MADRID, Feb. 22 (Xinhua) -- Chinese brands are expanding in the Spanish safety and IT security market, according to analysts and industry players.

At the ongoing International Security, Safety and Fire Exhibition here, Chinese firms said that for many Spanish clients, Chinese security and safety products are cost-effective with customized solutions, helping them better compete against traditional giants such as Bosch.

Chinese technology can be found in the security systems of almost every important area in Spain: from the Spanish Post Office to Toledo's historical church; from extremely crowded areas such as metros and retails, to places with extremely high-level security requirements such as banks, prisons and energy bases.

Many believe a combination of quality service and innovative products -- rather than simply low prices -- are boosting Chinese firms.

Zeng Yiqun, the country manager for Spain & Portugal at Chinese surveillance technology company Dahua, said: "We first established our office in Madrid in 2015. In the past three years, we have gained more than 30 percent of the market share in Spain and Portugal."

Ye Xiaofeng, technical manager in charge of the Spanish market for Chinese technology company Hikvision, said: "Our sales on video surveillance products and services have increased by 80 percent in 2017, with plenty of room for growth."

New players are still entering the market. Xu Hanwen, from the International Business Department of Chinese company Uniview, told Xinhua that his firm was at the exhibition to "seek new opportunities in Europe."

Zou Lujian, the technical director of the Madrid office of Dahua, underlined the role of innovation. "We are the first company to successfully combine analogical technology with intellectual property. It's a great technological innovation with independent intellectual property," Zou said.

"In the future, Chinese brands will be recognized because of their cutting-edge technology and product quality instead of low price," he added.

More than 600 companies from all over the world gathered here to present new products and technologies on work safety, home security, counter-terrorism, natural disasters and national defense.