At present, LEDs are truly used as the main light source in home lighting, and there are only a handful of lighting companies that are vigorously marketing. Because the technical aspects of the LED itself are still not perfect, coupled with the high price and insufficient product line, the enterprises that are the first to do the market at this time are destined to spend more time.
Although the LED home lighting market is difficult to cultivate, lighting companies are still trying hard
Judging from the author's visit to the market, major companies have begun to develop and market LED home lighting. Most of them are full of confidence in the application prospects of LED in home lighting. "Now everyone has the opportunity to enter the field of LED home lighting, but after five years there may be no chance at all." This is the general mentality of the current LED home lighting manufacturers.
Non-enterprise main direction, insufficient domestic market share
In 2008, LED was the home of LED lighting. However, due to low price and market acceptance, LED home lighting companies as the main light source have been very few. Most companies mainly display images in exhibition halls or large-scale exhibitions. There are only a few real mass production and promotion in the market. Based on the various advantages of LED light sources, domestic enterprises have increased their efforts in the research and development of LED home lighting. “At present, home lighting companies generally invest in LED research and development as a technical reserve,†said Liu Yun, general manager of TNV Tianli Lighting, which most companies do not currently use as their main product.
Liu Yun pointed out that the current LED home lighting accounted for less than 5% of the overall home market. "From the added value of the product, LED home lighting is still high-end, and from the market point of view, it is low-end. At present, we do not push LED home lighting in the market, mainly to do one Technical reserve."
Another owner of the LED desk lamp production and development, Tan Haojun, general manager of Liquan Lighting Manufacturing Co., Ltd. also pointed out that the current enterprise is generally not interested in LED in the field of home lighting, because LED home lighting is not in the market of home lighting. To 5%, it will take time to further develop. "Currently, LED development prospects are big, the whole world knows. Enterprises that used to make quartz lamps and low-voltage lamps have now used LED light sources, but they will not be used as the main light source. Mainly many people feel that LEDs are expensive. The market outlook is immeasurable."
For the LED home lighting domestic market, Dazhi? Yichuan domestic sales director Wen Guojie has different views. He believes that with the improvement of domestic consumption capacity, there is a great demand for modern lamps in southwest, northwest and northeast. Local consumers have a lot of attention to modern style lighting, which will promote lighting products of new light sources-- The development of LED home lighting is very promising. Wen Guojie predicts that LED home lighting is a trend that may become mainstream home lighting products in the next 5-10 years.
Foreign sales are gradually rising compared to the extremely immature domestic market, and the acceptance of LED home lighting in foreign markets is obviously high. It is understood that Dazhi? Ichikawa has been widely used in home lighting products for the past three years, but it is used as a secondary light source. At present, Dazhi? Yichuan's LED home lighting products are mainly sold to foreign markets, accounting for about 15% of the overall sales share, while the domestic market does not exceed 5%. Wen Guojie said that in foreign markets, a large number of LED home lighting (with LED as the main light source) has appeared, accounting for 30%-35% of the foreign lighting market, and foreign consumers are generally buying LED home lighting. Preference for yellow light.
"At present, the home lighting products that use LED as the main light source are not highly accepted in the market, mainly because the price is high, it is about 10 times more expensive than ordinary light source lamps. But in developed countries such as Europe and America, some high-end customers I believe that these New Products are generally optimistic. I believe that in the next three years, home lighting will use a large number of LED main light sources, and now Europe and the United States have used it as the main light source of the home." Minnie Lighting Chairman Li Junjie also pointed out that now LED home lighting As the flagship product, there are very few powerful multinational giants. The main direction of their promotion is also in some developed countries in Europe. The demand for LED home lighting products by these high-end users is constantly increasing.
The market cultivation period is difficult to promote. Currently, LED home lighting is in the initial stage of growth in the market. Although it is highly developable, its cultivation needs a long period of time and needs a relatively mature market environment.
"I think that the development of LED home lighting has a certain relationship with national policies. It can develop fast and slow, and has a lot to do with the government, just like the government pushes energy-saving lamps. When consumers buy, they generally stand in their own interests. Point, think about the problem from the visible benefits. LED home lighting is difficult to be the main lighting in the market, it is difficult for consumers to accept the price. In the long run, it does save money, but consumers are generally Considering short-term benefits, Liu Yun, general manager of TNV Tianli Lighting Division, believes that the current market development of LED home lighting is in the primary stage of cultivation.
Xie Yingxiong, the general manager of Xiongji Lighting, which launched the LED modern lamp in September this year, deeply felt this. At present, Xiongji LED modern lamps are mainly for the domestic market, relying on distributors and direct stores to display the market. When talking about big companies sitting and watching, they are not willing to pay the cost of cultivating the market, just waiting for the idea that the enterprises like Xiongji will enter the LED home lighting market before entering, Xie Yingxiong said: "Cultivating the market is a very painful In the process, large companies will consider the total cost (R&D cost, marketing cost) when deciding whether to develop LED home lighting products. It is difficult to cultivate this market only by large enterprises. Of course, everyone is involved in co-cultivating the market. It is the most ideal state." He pointed out that cultivating the LED home lighting market must first convince the merchants to be forward-looking, so that businesses and consumers can taste the sweetness. Xiongji Lighting will cooperate with merchants next year to jointly cultivate the city. Xie Yingxiong believes that although LED home lighting is expensive and consumer acceptance is limited, with the development of LED technology, many enterprises enter and the market is full. Competition, its price will drop sharply. "Like the development track of energy-saving lamps, when energy-saving lamps first appeared, each sold for forty or fifty dollars, but now not only has its price dropped a lot, but the public has generally accepted it. â€
Direct or agent, manufacturers seek new models
Liu Yun, general manager of TNV Tianli Lighting Division, pointed out that 40% of LED home lighting sales rely on traditional channels, and 60% need new models to operate. "But what is the new model, it depends on the positioning of the product."
At present, some manufacturers that have already promoted LED home lighting in the market generally adopt flexible and diverse sales methods, and most of them are mainly operated by direct stores and merchants. The LED home lighting products operated by Mini Lighting are mainly launched in conjunction with the overall home lighting. At present, there are nearly 900 specialty stores, and LED lighting products have been displayed. Others include invisible channels, community promotion, holiday promotions, etc., which are also the way to sell.
Tan Haojun, general manager of Liquan Lighting, which specializes in the production of LED home lamps, has different ideas about its product sales. "Next year we intend to focus on LED desk lamps, so that they can achieve true eye protection, good quality, and the price will be cheaper. In the supermarket, there are already companies that are considering cooperation and intend to enter the international supermarket. I consider that LED home lamps are more in stationery stores, such as those used in students and white-collar office, which will be promoted in these places. He said that because the store is involved in management, and the LED price is too expensive, it is still in the promotion stage. At present, it is not suitable for the promotion of the store model, but it can be used as a monopoly area to display products.
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