He Zaihua, a senior researcher at China Investment Consulting, pointed out that high prices should be the biggest obstacle to product recognition by consumers. Most of the current products are above 100 yuan, and it is difficult to reach the mass consumers. Although the products are widely used, Most of them are concentrated in public places, usually purchased by the government. If they are to be accepted by the general public, there is still some compression space in the price. With the further expansion of chip production capacity, price decline is an inevitable trend, and corporate profit margins will be greatly reduced.
In recent years, LED lighting has gradually developed into a branch in the lighting industry, and the number of participating manufacturers is increasing, and the overall scale is also increasing. With the gradual development of LED lighting fixtures, LED lighting fixtures have gradually replaced some traditional light source products in public places such as lighting engineering auxiliary lighting. However, the bleak end of the semiconductor lighting exhibition held in Shenzhen on October 14 this year seems to indicate the current dilemma at the consumer level.
In addition to the price factor, product quality has also become a problem for the current consumer market. The concept of energy saving and environmental protection is empty, and the factors and stability of other aspects of the product are not taken into consideration, and it is difficult to form a counterbalance with other high-end lighting brands. Because there is no unified market standard, the level of enterprise development in the industry is uneven, the quality of products is uneven, and the competition in the industry is chaotic. It has seriously hampered the enthusiasm of the market, destroyed the market recognition that has just been established, and at the same time affected the brand image of the company. Established, the concentration is not high, it is difficult to achieve real marketing management.
According to the "2010-2015 China Semiconductor Lighting (LED) Industry Investment Analysis and Forecast Report" released by China Investment Consulting, as a representative of new energy energy-saving lamps, the broad market prospects of LED lighting should not be underestimated. The entry barrier for the LED lighting industry is too high, and only companies with sufficient capital and technology leadership can enter this field. The price of LED lighting terminal products is too expensive, which leads to the market's inability to explode; the industry chain is too long, resulting in a long product development cycle.
Zhang Yulin, research director of CIC, pointed out that to open a market for a new type of product, a stage of acceptance is needed. During this period, the quality of the marketing model will directly determine the market size of the product. The existing LED lighting products have not yet formed a relative Independent sales channels and models are mostly sold in the mall. Simple government procurement can't achieve the desired effect. More time, it needs a diversified sales model. If it can complement the government promotion, it will promote the whole product. Lay a good foundation.
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