LED lighting market: still the channel is king

In 2012, for those engaged in the LED industry, there are different levels of perception. In general, LED lighting manufacturers feel a bit cold, and the growth in the sales volume and the price fall are disproportionate. The price has reached the edge of the cost, quality is not lost to international companies, but it is not sold out, resulting in more inventory, the company's financial tight, on the contrary, the market sales of lighting lamps, LED sales continue to grow, and profits every year 50% growth, what does this mean? There is only one fact that LED lighting is not focused on manufacturing but on access.

Alternative traditional lighting fixtures just around the corner

But in the LED lighting period, we can find that the business model is changed to an inverted triangle. Because the LED production capacity continues to oversupply, the traditional division of labor is no longer seen. The lighting companies that LED packaging plants or LED wafer factories invest in to reduce costs by mass production. Companies entering the market or taking the advantage of access to the market have taken the form of original equipment manufacturers (OEMs) into the LED lighting industry. As a result, manufacturers of light sources and LED light bulbs have increased rapidly. DisplaySearch predicts that the lighting path will be LED manufacturers. The decisive battle point.

If you are positioning LED lighting as a replacement for traditional lighting, you must first understand the traditional lighting industry. Orders for traditional lighting are all small orders. Via layer-by-layer sales, no one has been able to fully grasp the entire lighting path, even if it is a number of well-known international brands, such as Philip and OSRAM. (OSRAM) and GE (GE) also account for only 50% of the total lighting market.

The other 50% is usually occupied by a local lighting factory or lighting brand, while the traditional lighting is focused on the lamp housing manufacturing. The advantages of the traditional lighting plant are the lamp frame design and mold opening, compared with the newly-entered manufacturers. The cost has long been amortized and completed, and a small mold cost can be saved on the luminaire. ‖

In addition, access control is also an important advantage for the traditional lighting industry. The main reason is that many buildings or lighting is marked by regional procurement, local manufacturers have geographical advantages; LED manufacturers now have a huge Capital and technology have entered the lighting field. For a traditional lighting factory, Dachang is rushing to bid for the price, which is a big injury to the traditional lighting factories, because many traditional lighting factories do not have large groups of funds and technical support. Therefore, when the price of LED lamps continues to be confusing, traditional lighting companies will cling to the path and end customers because they provide all the light sources for the traditional lighting manufacturers, not only provide LED light sources, the main choice It is to match the needs of customers or design.

Acceptance of emerging channels/marketing methods LED lighting output growth can be expected

Looking forward to 2013, new manufacturers entering the LED lighting industry must learn to use emerging channels such as the Internet or word-of-mouth marketing if they have access to the lighting market; traditional channels win with service and concentration; online shopping and word-of-mouth marketing It is a good way to break through existing pathways, especially word of mouth marketing. As LED light sources are new products, coupled with television media, policy encouragement or rising environmental awareness, consumer acceptance will be high, but due to the uneven quality of LED light sources on the market, consumers are discouraged. If there is word of mouth or celebrity The recommendation, I believe, will cause a purchase whirlwind.

On the other hand, LED lamp source must give up the thinking of the electronics industry. Most of the LED lamp source companies are from the semiconductor or electronics industry. They have a strict quality concept and R&D spirit. However, most customers of the lighting industry are lighting designers or architects. Both parties have different definitions of light. Although defined as an energy, it is easy to use digital quantification. This is also a method that many electronics industry users prefer. Only the specifications and measurement standards are defined, regardless of the actual mounting effect; however, the lighting industry is accustomed to seeing the effects of actual light sources. Therefore, if you want to master the lighting industry, related personnel must add the concept of beauty and space, and these cannot be quantified by numbers.

LED lighting has become a trend and a trend has been discussed at the intersection of hawkers, home elders or TV topics, LED lighting is overwhelming. However, at this stage, the LED industry has entered an integration period. This is actually a good phenomenon. After all, since 2011, the LED industry has been in the doldrums for some time. Although 2013 is expected to lift the overall demand with low-cost direct-lit backlights, LED lighting is only It is the focus of the future.