In recent years, the LED lighting industry has benefited from the continuous promotion of policies and the continuous maturity of technology. Its application fields 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.
At the moment when the concept of LED lighting is gradually popularized, what is the penetration of LED lighting products in the terminal field? What difficulties and obstacles does LED lighting products face in the “home of ordinary people�
The price fell below the sweet spot to promote the development of LED home lighting market
At the Tokyo Next Generation Lighting Fair in early 2013, global lighting giant Philips predicted that by 2015, LEDs will account for 45% of the market, while traditional lighting will be 55%. In the next 8 years, due to product and cost innovation, this will lower the application threshold of LED lights, predicting that the global LED lighting application market penetration rate will reach about 64%, while the LED bulb price will be reduced by 80%.
Currently, from a consumer perspective, the biggest market barrier for LED lighting products is price. As the primary consideration of consumers, price has always been the most concerned issue for ordinary people. According to the survey of the latest LED bulb retail price by global market research institutes, the average retail price of LED bulbs replacing 40W in the world decreased slightly by about 0.6% in July this year, reaching US$15.5, of which the price drop in the US was the most obvious. The global average price of LED bulbs replacing 60W fell slightly by 3.3% to reach US$22.6, with the most obvious price drop in Europe.
At the same time, the world's major lighting giants have also accelerated the pace of grabbing the home market. First-line manufacturers such as Yiguang, Toshiba and Philips all had new products in July, and they have successively cut prices. After Samsung and Cree released LED bulbs with prices below US$15 and US$10 at the beginning of the year, OSRAM also announced that it will launch products under 10 Euros (about US$13.1) in June this year. The price reduction of the first-line brands has made the price competition in the LED bulb market more and more fierce.
The reporter found that the price of Osram 5W LED bulbs is around 40 yuan, while the price of Philips 5W/E27 daylight LED bulbs has dropped to 39 yuan. The price of traditional lighting products with the same brand has been very close. In addition, from the sales data of Tmall and Jingdong Mall, the penetration rate of household LED lighting is accelerating, and the home LED lighting market is already on the eve of the outbreak.
As the world's largest production and consumption base, China's LED home lighting prospects are equally immeasurable. To this end, some domestic LED lighting companies have already launched a "cracking station" for the home lighting market, and Zhongshan Mulinsen Co., Ltd., which has a price butcher, has set off a "parity revolution" since last year, for some LED bulbs. The LEDT8 light pipe has been greatly adjusted, and the price adjustment has exceeded 40%. The LED high-end light source has entered the era of US$1, which has shocked the industry.
According to the data of the US Department of Energy, with the maturity of LED lighting technology, LED lighting products will not only improve in terms of luminous efficiency, but also the price of LED finished lamps will enter due to the decline in LED chip cost and packaging cost reduction. The range of close to the people, to promote the further popularization of LED lighting.
Low awareness has become the "number one obstacle" in the popularity of LED lighting
Although the price of LED lighting products has begun to approach traditional lighting products, and the application and application in the commercial lighting field is very mature, LED lighting products still face the problem of “access barriers†in order to truly enter the “ordinary people's homeâ€. In June 2013, a joint survey conducted by global market research institutes showed that only 25% of Chinese consumers were able to recognize the proportion of LED bulbs. Therefore, China's LED lighting to open the ordinary family market still needs adequate consumer education, so that ordinary household consumers have a fuller and more comprehensive understanding of LED lights.
At present, consumers' overall awareness of LED lighting products is not high, which directly leads to the lack of confidence of many dealers; the store does not fully recognize and accept LED products, and now the LED store opened, the exhibition hall display function is greater than the channel Construction function. When interviewing a number of lighting stores, the reporter randomly interviewed a number of consumers who came to buy lighting products. Most said that they did not understand the brand, performance and advantages of LED lighting products, and the most intuitive feeling was compared with LED products. For other traditional lighting products, "high price." In addition, the store's shopping guides are often only half-baked about the expertise of LEDs, and can not be introduced and recommended for customers in detail.
Relevant industry insiders believe that many consumers currently believe that LED lighting products are "high in price", which is essentially a misunderstanding caused by the public's lack of understanding of LEDs. The electricity cost saved by the LED lamp can completely offset the difference between the LED lamp and the ordinary incandescent lamp and the energy-saving lamp. Moreover, LED lights are more durable, unlike other lights that are easily damaged by the number of switching times. Therefore, in order to promote the popularization of LED lighting terminals, it is necessary to start with the level of cognition.
In this regard, the community has pointed out that the government, industry and enterprises should strengthen publicity and guidance to improve the audience's awareness of products. As the first brand company, TCL released the first domestic LED popularization declaration - "LED Lighting "4321" Universal Declaration", the first to blow the full clarion of LED lighting, officially launched the 'high quality, flat price' Huimin strategy. At the same time, TCL also clearly proposed 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 universal understanding, and accelerating social popularization and other measures.
According to the relevant market research institutions, the penetration rate of China's home lighting is about 4 billion, and the penetration rate has increased from 1% in 2012 to 15% in 2015. The demand for lamp replacement is about 7 to 1 billion. The accumulated market capacity in the year is approximately RMB 36.3 billion. Therefore, how to effectively improve consumer awareness of LED lighting is clearly the key to opening up this huge market.
Strengthening the construction of terminal channels in multiple dimensions
While gradually increasing the awareness of consumption, channel construction has also been put on the agenda by mainstream LED companies. Various phenomena show that the domestic LED terminal lighting market is still in the incubation period, and most enterprises can only rely on engineering channels and invisible channels to maintain. "Channels are kings, brave people go first", the popularity of LED lighting products must ultimately rely on the construction of channels, channel manufacturers' acceptance and promotion of LED lighting products is the premise of 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 to plan and preemptively layout. As the leader of China's white LED, Hongli Optoelectronics' subsidiary, Laidiya Lighting, has built a large company to build a channel and brand in the country by integrating the research and development and manufacturing advantages of the parent company in the packaging process. , NVC lighting, etc.) has the layout of after-sales service outlets.
Dongguan Qinshang Optoelectronics, which has always been known for its outdoor engineering, also implemented a product strategy transformation in 2013, which will transfer the technical advantages of outdoor lighting to indoor lighting, making its LED indoor lighting also have the absolute advantage of leading industry. Mr. Jiang Zhencheng, general manager of Qinshang Optoelectronics Product Technology System, said that LED is a subversive light source, and the future application market will focus on the civilian market. Qinshang Optoelectronics will take the lead in laying a good product foundation in the civilian market and prepare for the explosion of the civilian market.
In addition, in order to promote the popularization of LED lighting products, Qinshang Optoelectronics is the first to launch the LED lighting civilianization strategy, and continuously break through innovations in product development, resource integration, business model, etc., implementing A+ plan, B plan, Baicheng thousand stores. Plan and EMBT business model, etc., let more consumers enjoy the health, environmental protection and energy saving of LED lighting products, and promote the civilianization of "noble" products.
On the road of LED channel layout, there is no shortage of traditional lighting. As a leading domestic energy-saving lamp company, Sunlight Lighting Company has already occupied considerable advantages in market channels and brand advantages, and can be seamlessly transplanted into the LED lighting business. This measure has achieved considerable benefits: the company's LED operating income in the first half of this year has exceeded 400 million yuan, accounting for 28% of total revenue. According to institutional forecasts, this year's revenue may reach 800 million yuan.
It is undeniable that the LED terminal lighting market will be the largest and most potential market in the future. In the future, with the further reduction of the cost of LED lighting products and the further increase in the popularity of consumers, LED lighting products will be promoted and popularized in the general consumer market. In the face of LED lighting is about to enter the "fast lane" of applications, in addition to focusing on application-oriented product construction, enterprises should also pay attention to the popularization of lighting knowledge and channel construction, and jointly promote the era of LED popularization from multiple directions and multiple angles. The coming.
(This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED. Readers need to verify the relevant content by themselves.)
At the moment when the concept of LED lighting is gradually popularized, what is the penetration of LED lighting products in the terminal field? What difficulties and obstacles does LED lighting products face in the “home of ordinary people�
The price fell below the sweet spot to promote the development of LED home lighting market
At the Tokyo Next Generation Lighting Fair in early 2013, global lighting giant Philips predicted that by 2015, LEDs will account for 45% of the market, while traditional lighting will be 55%. In the next 8 years, due to product and cost innovation, this will lower the application threshold of LED lights, predicting that the global LED lighting application market penetration rate will reach about 64%, while the LED bulb price will be reduced by 80%.
Currently, from a consumer perspective, the biggest market barrier for LED lighting products is price. As the primary consideration of consumers, price has always been the most concerned issue for ordinary people. According to the survey of the latest LED bulb retail price by global market research institutes, the average retail price of LED bulbs replacing 40W in the world decreased slightly by about 0.6% in July this year, reaching US$15.5, of which the price drop in the US was the most obvious. The global average price of LED bulbs replacing 60W fell slightly by 3.3% to reach US$22.6, with the most obvious price drop in Europe.
At the same time, the world's major lighting giants have also accelerated the pace of grabbing the home market. First-line manufacturers such as Yiguang, Toshiba and Philips all had new products in July, and they have successively cut prices. After Samsung and Cree released LED bulbs with prices below US$15 and US$10 at the beginning of the year, OSRAM also announced that it will launch products under 10 Euros (about US$13.1) in June this year. The price reduction of the first-line brands has made the price competition in the LED bulb market more and more fierce.
The reporter found that the price of Osram 5W LED bulbs is around 40 yuan, while the price of Philips 5W/E27 daylight LED bulbs has dropped to 39 yuan. The price of traditional lighting products with the same brand has been very close. In addition, from the sales data of Tmall and Jingdong Mall, the penetration rate of household LED lighting is accelerating, and the home LED lighting market is already on the eve of the outbreak.
As the world's largest production and consumption base, China's LED home lighting prospects are equally immeasurable. To this end, some domestic LED lighting companies have already launched a "cracking station" for the home lighting market, and Zhongshan Mulinsen Co., Ltd., which has a price butcher, has set off a "parity revolution" since last year, for some LED bulbs. The LEDT8 light pipe has been greatly adjusted, and the price adjustment has exceeded 40%. The LED high-end light source has entered the era of US$1, which has shocked the industry.
According to the data of the US Department of Energy, with the maturity of LED lighting technology, LED lighting products will not only improve in terms of luminous efficiency, but also the price of LED finished lamps will enter due to the decline in LED chip cost and packaging cost reduction. The range of close to the people, to promote the further popularization of LED lighting.
Low awareness has become the "number one obstacle" in the popularity of LED lighting
Although the price of LED lighting products has begun to approach traditional lighting products, and the application and application in the commercial lighting field is very mature, LED lighting products still face the problem of “access barriers†in order to truly enter the “ordinary people's homeâ€. In June 2013, a joint survey conducted by global market research institutes showed that only 25% of Chinese consumers were able to recognize the proportion of LED bulbs. Therefore, China's LED lighting to open the ordinary family market still needs adequate consumer education, so that ordinary household consumers have a fuller and more comprehensive understanding of LED lights.
At present, consumers' overall awareness of LED lighting products is not high, which directly leads to the lack of confidence of many dealers; the store does not fully recognize and accept LED products, and now the LED store opened, the exhibition hall display function is greater than the channel Construction function. When interviewing a number of lighting stores, the reporter randomly interviewed a number of consumers who came to buy lighting products. Most said that they did not understand the brand, performance and advantages of LED lighting products, and the most intuitive feeling was compared with LED products. For other traditional lighting products, "high price." In addition, the store's shopping guides are often only half-baked about the expertise of LEDs, and can not be introduced and recommended for customers in detail.
Relevant industry insiders believe that many consumers currently believe that LED lighting products are "high in price", which is essentially a misunderstanding caused by the public's lack of understanding of LEDs. The electricity cost saved by the LED lamp can completely offset the difference between the LED lamp and the ordinary incandescent lamp and the energy-saving lamp. Moreover, LED lights are more durable, unlike other lights that are easily damaged by the number of switching times. Therefore, in order to promote the popularization of LED lighting terminals, it is necessary to start with the level of cognition.
In this regard, the community has pointed out that the government, industry and enterprises should strengthen publicity and guidance to improve the audience's awareness of products. As the first brand company, TCL released the first domestic LED popularization declaration - "LED Lighting "4321" Universal Declaration", the first to blow the full clarion of LED lighting, officially launched the 'high quality, flat price' Huimin strategy. At the same time, TCL also clearly proposed 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 universal understanding, and accelerating social popularization and other measures.
According to the relevant market research institutions, the penetration rate of China's home lighting is about 4 billion, and the penetration rate has increased from 1% in 2012 to 15% in 2015. The demand for lamp replacement is about 7 to 1 billion. The accumulated market capacity in the year is approximately RMB 36.3 billion. Therefore, how to effectively improve consumer awareness of LED lighting is clearly the key to opening up this huge market.
Strengthening the construction of terminal channels in multiple dimensions
While gradually increasing the awareness of consumption, channel construction has also been put on the agenda by mainstream LED companies. Various phenomena show that the domestic LED terminal lighting market is still in the incubation period, and most enterprises can only rely on engineering channels and invisible channels to maintain. "Channels are kings, brave people go first", the popularity of LED lighting products must ultimately rely on the construction of channels, channel manufacturers' acceptance and promotion of LED lighting products is the premise of 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 to plan and preemptively layout. As the leader of China's white LED, Hongli Optoelectronics' subsidiary, Laidiya Lighting, has built a large company to build a channel and brand in the country by integrating the research and development and manufacturing advantages of the parent company in the packaging process. , NVC lighting, etc.) has the layout of after-sales service outlets.
Dongguan Qinshang Optoelectronics, which has always been known for its outdoor engineering, also implemented a product strategy transformation in 2013, which will transfer the technical advantages of outdoor lighting to indoor lighting, making its LED indoor lighting also have the absolute advantage of leading industry. Mr. Jiang Zhencheng, general manager of Qinshang Optoelectronics Product Technology System, said that LED is a subversive light source, and the future application market will focus on the civilian market. Qinshang Optoelectronics will take the lead in laying a good product foundation in the civilian market and prepare for the explosion of the civilian market.
In addition, in order to promote the popularization of LED lighting products, Qinshang Optoelectronics is the first to launch the LED lighting civilianization strategy, and continuously break through innovations in product development, resource integration, business model, etc., implementing A+ plan, B plan, Baicheng thousand stores. Plan and EMBT business model, etc., let more consumers enjoy the health, environmental protection and energy saving of LED lighting products, and promote the civilianization of "noble" products.
On the road of LED channel layout, there is no shortage of traditional lighting. As a leading domestic energy-saving lamp company, Sunlight Lighting Company has already occupied considerable advantages in market channels and brand advantages, and can be seamlessly transplanted into the LED lighting business. This measure has achieved considerable benefits: the company's LED operating income in the first half of this year has exceeded 400 million yuan, accounting for 28% of total revenue. According to institutional forecasts, this year's revenue may reach 800 million yuan.
It is undeniable that the LED terminal lighting market will be the largest and most potential market in the future. In the future, with the further reduction of the cost of LED lighting products and the further increase in the popularity of consumers, LED lighting products will be promoted and popularized in the general consumer market. In the face of LED lighting is about to enter the "fast lane" of applications, in addition to focusing on application-oriented product construction, enterprises should also pay attention to the popularization of lighting knowledge and channel construction, and jointly promote the era of LED popularization from multiple directions and multiple angles. The coming.
(This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED. Readers need to verify the relevant content by themselves.)
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