The global LED lighting market's economic prospects have attracted the influx of capital, which has led to fiercer market competition among LED lighting companies, and price wars between enterprises will be inevitable. In order to avoid excessively falling into the price war, LED lighting manufacturers around the world generally choose smart lighting that relies more on technical capabilities as a breakthrough; at the same time, LED lighting industry companies are also choosing more e-commerce channels, in order to accurately understand Changes in the market.
Smart or upgrade breakthrough point As the Japanese LED lighting market grew faster than expected, Panasonic LED lighting related departments recently said that the company's performance growth rate is nearly 30% higher than the previous target. As LED lighting has become popular in Japan, it refers to LEDs, which are LED lamps, and LED lighting equipment has been reduced to an acceptable range. With the price wars of manufacturers such as China, the Japanese lighting manufacturers have accelerated the launch of new products to strengthen products. Function and market area.
In an interview with China Securities Journal, Wang Fei, a senior analyst of LED, said that compared with the rhythm of smart phone replacement, the upgrade of LED home lighting products seems to be less urgent. This is due to the residents’ upgrade of lamps as a basic lighting demand. The lower requirements are caused, and this is also the difficulty for the industry to find new product upgrades in the future.
However, since LEDs are semiconductor components, they are more advantageous in the field of smart control than traditional illumination sources. The electronic properties of LEDs will bring hope to the upgrade of LED home lighting products. Wang Fei said. American lighting manufacturer Acuity Brands (AYI) is taking advantage of the electronic properties of LED products and combining smart management systems to continuously develop new products and inject momentum into the company's future development. The company claims that it aims to complete 400 new product developments in four years.
In fact, in the field of smart lighting, many manufacturers have introduced dimmable color or wirelessly controlled LED lamps through Wifi, among which the US market is the most popular. In terms of network protocols, GE, Lutron, OSRAM, Philips, Toshiba, etc. have officially selected ZigBeeLightLink technology to connect home lighting products and controllers, which has led to the emergence of smart lighting products using ZIGBeeLightLink in the North American market.
The sales channel needs to be changed. From the perspective of the market acceptance of LED lamps, users also need to understand the acceptance of LED lighting through experience. According to a recent LEDInside survey, Chinese consumers are less aware of lighting products than overseas consumers. Overall, Chinese consumers have 53 awareness of incandescent lamps, 63 for energy-saving lamps, and only 25 for LEDs. According to the above data, traditional physical stores can not only To bring consumers a sense of physical experience, feel its material, light color, workmanship, understanding of product distribution and after-sales service, the most important thing is to improve consumer awareness of LED lighting products. At this point, e-commerce is still difficult to achieve.
However, compared with the traditional channels, the e-commerce channel still has its outstanding characteristics. It is roughly divided into two points: firstly, it is not subject to geographical restrictions and the audience is wide; secondly, the intermediate circulation link is shortened, the initial construction cost is low, the profit margin is large, and the return time is short. It is easier to achieve flat management. This is undoubtedly an opportunity for emerging LED companies that have no achievements in traditional channels. It is very difficult to quickly enter traditional channels and compete with large traditional lighting companies. The low-cost, wide-coverage feature of e-commerce allows it to quickly open the path.
Wang Fei said: E-commerce channels can also quickly make market research for LED companies, help them adjust product allocation and change sales strategies, and provide a good opportunity for accurately grasping market trends. He believes: For LED lighting companies, you can also choose the traditional channel and e-commerce channels to keep pace with each other, to find a balance point in the sales channels.
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