LED lighting penetration into the end consumer channels

In recent years, the LED lighting industry has benefited from the continuous promotion of policies and the continuous maturation of technology, and its application areas have gradually penetrated from engineering channels and commercial lighting channels to terminal consumption channels. The LED home lighting market is becoming the competition of major lighting manufacturers. Ground. With the gradual popularization of LED lighting concepts, what is the penetration of LED lighting products in the terminal area? LED lighting products into the "common people" is also facing what difficulties and obstacles?

The price fell below the sweet spot to promote the development of LED home lighting market

In the early next year at the Tokyo Sub-Generation Lighting Fair, the global lighting giant Philips predicted that by 2015, LED will account for 45% of the market, compared with 55% for traditional lighting. In the next 8 years, due to product and cost innovation, this will reduce the application threshold of LED lamps, predicting that the global LED lighting application market penetration will reach about 64%, while the price of LED bulbs will be reduced by 80%.

At present, from the perspective of consumers, the biggest market obstacle for LED lighting products is price. As a primary consideration for consumers, prices have always been a matter of most concern to ordinary people. According to a survey conducted by the global market research organization on the latest retail price of LED bulbs, the average retail price of globally replaced 40W LED bulbs fell slightly by approximately 0.6% in July this year to US$15.5, of which the price drop in the United States was the most obvious. The global average price of LED bulbs that replaced 60W dropped slightly by 3.3% to reach US$22.6, of which the price drop in Europe was the most obvious.

At the same time, major global lighting giants have also accelerated their efforts to seize the home market. First-tier manufacturers such as Everlight, Toshiba, and Philips all launched new products in July and cut prices in succession. After Samsung and Career respectively released LED bulbs priced below $15 and $10 at the beginning of the year, Osram also announced that it will launch products with a price of 10 euros (approximately US$13.1) in June this year. The price cuts of the first-line brands have made the price competition in the LED bulb market increasingly fierce.

The reporter found that by visiting a number of supermarkets and home markets, at present, OSRAM 5W LED bulbs prices at 40 yuan, while Philips 5W/E27 daylight LED bulb prices have dropped to 39 yuan, with the same brand of traditional lighting products prices have been very close. In addition, from the sales data of Tmall, Jingdong Mall, the penetration of family LED lighting is increasing, and the home LED lighting market is already on the eve of the eruption.

As the world’s largest production and consumption base, China’s LED home lighting prospects are equally inestimable. For this reason, some domestic LED lighting companies have already started the "offensive station" for the home lighting market. Zhongshan Mulinsen Co., Ltd., which is known for its price butchers, has launched a "parity revolution" since last year. With LEDT8 light pipe to a substantial price adjustment, the price adjustment rate of more than 40%, LED high-end light source into this era of 1 US dollars, so that the industry has been shocked.

According to the data from the US Department of Energy, in the future, with the maturity of LED lighting technology, LED lighting products will not only improve the luminous efficiency, but also due to the decrease in the cost of LED chips and the reduction in packaging costs, the price of LED finished lighting products will enter. The scope of the pro-people, to promote the further popularization of LED lighting.

Low awareness becomes the "number one obstacle" for the popularity of LED lighting

Although the price of LED lighting products has begun to approach traditional lighting products, and the application and promotion in the field of commercial lighting has been very mature, but LED lighting products must really enter the "common people's home" still faces the "pervasive barriers" problem. In June 2013, a joint survey released by a global market research organization revealed that only 25% of the average Chinese consumers can clearly understand the percentage of LED bulbs. Therefore, China's LED lighting to open the general family market still needs a full consumer education, so that ordinary household consumers have a more fully and comprehensive awareness of LED lights.

At present, the overall awareness of consumers for LED lighting products is not high, which directly led to a lack of confidence in many dealers; stores are not fully recognized and accepted on LED products, and now opened LED stores, exhibition hall display function than channels Construction function. When interviewing a number of lighting stores, the reporter randomly interviewed several consumers who came to buy lighting products. Most of them expressed that they did not understand the brand, performance, and advantages of LED lighting products. The most intuitive experience was that of LED products. In other traditional lighting products "high prices." In addition, the store guides for LED professional knowledge is often only a little knowledge, and can not be detailed for customers to introduce and recommend.

Related industry sources believe that at present, many consumers believe that LED lighting products are "high in price," which is essentially a misunderstanding caused by the public's lack of awareness of LED. The electricity cost saved by LED lights can completely offset the difference between LED lights and ordinary incandescent lamps and energy-saving lamps. Moreover, LED lights are also more durable, unlike other lights that are easily damaged by the number of switches. Therefore, to promote the popularity of LED lighting terminals, we must start with the level of awareness.

In this regard, various sectors of the community have pointed out that the government, industry, and enterprises should strengthen publicity and guidance to increase audience awareness of products. TCL as the brand's first company released the first LED universal declaration - "LED Lighting "4321" Universal Declaration", the first to sound the full quest for LED lighting horn, officially launched 'high-quality, flat price' Huimin strategy. At the same time, TCL also clearly put forward specific action plans, including actively cooperating with the government to promote the establishment and improvement of LED lighting standards; comprehensive science popularization of LED lighting, promoting the understanding of the whole people, and accelerating social popularization and a series of measures.

Relevant market research institutions believe that with the calculation of about 4 billion lighting fixtures in China's home lighting, the penetration rate will increase from 1% in 2012 to 15% in 2015, and the demand for lamp replacement will be about 710 million, the next three. The annual accumulated market capacity is approximately 36.3 billion yuan. Therefore, how to effectively increase consumer awareness of LED lighting is clearly the key to opening up this huge market.

Multi-Dimensional Strengthening of Terminal Channel Construction

While gradually increasing awareness of consumption, channel construction has also been put on the agenda by mainstream LED companies. Various phenomena indicate that the domestic LED terminal lighting market is still in the incubation period, and most companies can only rely on engineering channels, invisible channels, etc. to maintain. "The channel is king, and the brave one goes first." The popularity of LED lighting products must ultimately depend on the construction of channels. The acceptance and promotion of LED lighting products by channel providers is a prerequisite for industry growth. Channel construction is also an important catalyst for product promotion.

In the construction of the channel, China's LED companies have already begun planning, preemptive layout. Hongli Optoelectronics, as a leader in China's white LED, and its subsidiary, Lediya Lighting, have invested heavily in building channels and brands by integrating the parent company's R&D and manufacturing advantages in the packaging process and establishing large companies in the country (Sunlight Lighting). , NVC lighting, etc.) have the after-sales service network layout.

Dongguan Qinshang Optoelectronic Co., Ltd., which has always been known for its outdoor engineering, has also implemented a product strategy transformation in 2013. It will transfer the technical advantages of outdoor lighting to indoor lighting to make LED indoor lighting also have the absolute advantage of leading industries. Mr. Jiang Zhencheng, general manager of Qinshang Photoelectric Product Technology System, stated that LED is a subversive light source, and the future application market will focus on the civilian market. In order to prepare for the explosion of the civil market, we will take the lead in building a product foundation for the civilian market.

In addition, in order to promote the popularization of LED lighting products, Qinshang Optoelectronics has taken the lead in initiating the LED lighting civilian strategy, constantly breaking new ground in product R&D, resource integration, and business model, and implementing the A+ plan, B plan, and Baicheng Qiandian. The plan and the EMBT business model will allow more consumers to enjoy the health, environmental protection and energy saving of LED lighting products and urge the “nobility” products to become civilians.

In the LED channel layout, there is no lack of traditional lighting "big brother". As the leading energy-saving lamp company in China, Sunshine Lighting Co., Ltd. has occupied considerable advantages in terms of market channels and brand advantages, and can be seamlessly ported to LED lighting business. This measure has now achieved considerable benefits: In the first half of this year, the company’s LED operating revenue has exceeded 400 million yuan, accounting for 28% of the total revenue. According to agency forecasts, this year's revenue may reach 800 million yuan.

According to the “Guangdong Province LED Industry Operation Monitoring Report for the 2nd Quarter of 2013” ​​written by the Guangdong Provincial Semiconductor Lighting Industry Co-Innovation Center (gsc), the LED industry prosperity index of Guangdong Province in the second quarter of 2013 was 125.2, which was significantly higher than the 100 critical point. The industrial operation is in the boom zone, among which the spot industrial climate index reflecting the current state of the economy is 119.5, and the expected industry climate index reflecting the forecast of future boom is 129.0, both higher than the critical point.

It is undeniable that the future LED terminal lighting market will be the largest capacity and the largest market potential. In the future, as the cost of LED lighting products is further reduced and the degree of consumer penetration is further enhanced, LED lighting products will surely be promoted and popularized in the general consumer market. In the face of the “fast lane” in which LED lighting is about to enter the application, enterprises must pay attention to application-oriented product construction, and pay attention to the popularization of lighting knowledge and the construction of channels, and promote LED era from multiple angles and perspectives. Coming!