Market share enhances LED downlights in the home lighting market
When dealers are complaining that the business is not doing well, the market is saturated or even overloaded, some insiders have pointed out that the market is not saturated, and the market share of LED is still expanding.
In recent years, China's LED indoor lighting has maintained a high-speed development trend. Lamps, bulbs, downlights and spotlights are the four fastest growing categories of indoor lighting. Taking the downlight as an example, its market output value reached 4.2 billion yuan in 2012, an increase of 85.
At the same time as the market demand expands, favorable policies continue. In 2013, the “Semiconductor Lighting Energy Conservation Industry Plan†jointly issued by the six ministries and commissions was officially launched. The plan clearly requires indoor lighting products such as LED downlights and spotlights in the fields of commercial lighting, industrial lighting, government office and public lighting. Demonstration applications and promotional activities of the system.
The introduction of the "Semiconductor Lighting Energy Conservation Industry Plan" marks the beginning of LED lighting needs to start from the centralized procurement of outdoor lighting projects to LED indoor lighting applications.
Among them, LED downlights, as an important component of indoor lighting, have shown strong vitality and are widely used in office lighting, home lighting, large shopping malls, supermarket lighting, jewelry lighting, etc. In March of this year, Chengdu reporters made a new round of research on the performance of LED downlights in the terminal market.
Rapid market share growth When reporters visited Chengdu's major lighting cities, they found that the market share of LED downlights has increased this year compared with last year, mainly in two aspects: First, the number of LED lighting stores has increased, the brand of LED downlights and The number has increased; second, the traditional lighting store has increased the LED category, and the downlight is the main fixture.
For example, Chengdu Love Light Fortress Western Lighting Purchasing Center, in March this year, the love LED light lighting area added five LED specialty stores, each store has downlight sales. Since September last year, the investment in the LED lighting area of ​​Aiguangbao has been completed 50, and most of the stores have been renovated and opened for business. With the soaring total number of LEDs, the market share of LED downlights has risen sharply.
For LED lighting companies, it is necessary to intensively cultivate the domestic market, how can the big cake of LED downlights be easily let go.
We used to do foreign trade mainly, and we started to work hard in the domestic market this year. Now LED market share continues to expand, while demand is also rising, which is a rare opportunity for all LED lighting companies to come, although the competition is fierce, but as long as they have their own advantages can still win the market. Chen Junchao, regional manager of Shenzhen Libaoang Electronics Co., Ltd. said.
It is understood that in the product composition of Li Baoang, LED downlights occupy a large proportion. Li Baoang mainly takes the high-end route, has high cost performance, and sells very well in overseas markets. It is believed that it will be recognized by consumers in the domestic market.
In the process of reporters' visits, both dealers and enterprises said that compared with last year, the LED downlights in the terminal market have increased significantly this year, and the scope of application has expanded, and the market potential cannot be underestimated.
LED downlights are used more in large shopping malls and supermarkets, and the amount of home furnishings is also increasing. Now the society advocates energy conservation and environmental protection, and the government is constantly promoting and promoting it. There should be another round of replacement tide in the next two years. From the government office building to supermarkets and shopping malls, the original energy-saving lamps will be replaced, and the use of households will also increase significantly. In the long run, the market for LED downlights is more optimistic. Huang Bin, Technical Director of Sichuan Yaguang Optoelectronics Technology Co., Ltd. told the reporter.
3-5W downlight sales best Although LED downlights occupy an important position in the market segment, it does not mean that each brand's LED downlight sales are optimistic, nor does it mean that each model's sales are equal.
According to the investigation by the reporter, the sales volume of 3-5W downlights in the terminal market is currently the best, and the sales of high-power downlights are relatively small. Take the LED downlights of NVC, for example, the retail sales of 3W and 5W are around 60ç› per month, while the retail volume of 9W is 20-45ç› per month, which is significantly lower than the sales of 3W and 5W.
We started selling LED series products in 2012, and there are 5 agent brands. LED downlights are the main products in the store, mainly in wholesale and engineering channels. The amount of engineering will be larger, 3 inch 3W and 5W downlights sell the most, 9-12W sales are only 1/3 of low power sales. Used in supermarkets and office buildings and home decoration does not require too much power, there are lights The tube and the spotlight are used as the main illumination, and the downlight is only used as a setting and setting atmosphere. Farah Optoelectronics distributor Sun Ze said.
The direction of production and promotion of enterprises is closely related to the needs of the terminal market. Therefore, the production of LED downlights is also concentrated on low-power products.
At present, the downlight is mainly based on low power. It is different from bulbs and spotlights. LED downlights are usually used as auxiliary lighting, do not require strong light, and do not need to be focused. Especially for home decoration, to make the home environment warm, soft light is not suitable for high-power downlights. Usually designers also recommend low-power downlights, 3-5W downlights can fully meet indoor lighting needs. At present, the downlights produced by the company are mainly based on low power. Huang Bin told reporters.
The sales of low-power downlights are optimistic. Another important reason for the elimination of indoor lighting demand is that the price is moderate.
Terminal prices are still chaotic Power and price are usually proportional, usually the greater the power of the same brand, the more expensive. For different brands, the price is rather confusing. Taking 3W downlights as an example, the retail price of the terminal market ranges from 15 yuan to 70 yuan. The price of high-end brands is more expensive. The price of LED downlights of Philips is almost 70 yuan.
Due to the different costs of LED downlights, there are also big differences in selling prices. The cost of the downlight is mainly reflected in the drive and light source, which is the difference in ex-factory price. There are two main reasons for the difference in retail prices: first, the price given by the manufacturer to the total generation is fixed, but the price of the second-generation distributor and the third-level distributor is different. The Tiangao Emperor is far away, and the manufacturer is not in control; the second is Distributors are chaotic prices and there is no corresponding market standard. Yimei lighting dealer Mr. Chen revealed.
Like bulbs and tubes, price chaos is the current business card for LED downlights, which also causes some confusion for consumers' choices. It is understood that consumers are still favoring low-end downlights that are affordable and of acceptable quality. With the improvement of living standards, those low-priced, inferior products have fallen into the eyes of consumers.
Nowadays, many home decoration will use LED downlights, most of which are retail. Consumers will purchase them under the guidance of sales personnel, with the most emphasis on quality and price. Good quality and low price are of course the best. When the two can't take care of each other, consumers will pay more attention to the price. The price of the 3W downlight is more than 30 yuan. The quality requirements for engineering are relatively high, and generally low-end products are not used. Mr. Chen added.
Therefore, in a market with chaotic prices, if there is no price advantage, companies and businesses will start to look for new ways of competition.
The product needs to return to the quality. If the ceiling lamp is the appearance, then the downlight is intrinsic. There is not much difference in the appearance of the downlights, so the final competition is still to return to quality.
Xinbaomen LED products are positioned in the middle and high-end, mainly in engineering channels. At present, Xinbaomen has opened a specialty store in Chengdu, and will continue to increase the number of specialty stores in the future, aligning with NVC. Xinbao dealer Zhang Li told reporters.
According to Zhang Li, the biggest selling point of the new Baomen LED downlight is its Mercedes-Benz radiator, which has obtained the national utility model patent and appearance patent. The outer surface of the heat sink is designed to symbolize the victory of the V-shaped pattern, combined into a 3V-shaped pattern, the interior is designed into a Mercedes-Benz Y-shape, and the design is novel. Moreover, the reasonable layout of the heat sink is conducive to taking away heat from the air convection.
At the same time, many dealers in the terminal market are selling brands with guaranteed quality for 3 years and 5 years. Is this really the case?
The current technology can indeed guarantee quality for three years, but the normal situation is about 2 years. In fact, LED downlight replacement is very convenient and maintainable. The power supply and the light source are designed independently. When the damage occurs, only the problematic part needs to be replaced. Individual damage will not have a great impact on the normal illumination, and no whole lamp replacement is required. Good quality LED downlights must also consider their color temperature, color rendering index, luminous flux and illuminating angle. Li Ziliang, director of domestic marketing of Sichuan Nengshi Guangbao, told reporters.
External factors such as price and brand can not be ignored, but the competition of LED downlights still needs to return to improve the quality of products. Li Ziliang finally added.
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