Second and third-tier cities into the main battlefield of LED home lighting

In the past two years, traditional home lighting companies have suffered multiple traps: real estate “restriction order”, rising raw material prices, rising rental of shops, and rising labor and transportation costs. Most home lighting companies have expressed that traditional home lighting has been difficult to do from last year to the present. On October 1st, the implementation of incandescent light-disabled policies, LED light source ushered in a new opportunity for development, driven by this tide, LED home lighting is also about to welcome a new wave of development momentum.

In 2010, home lighting companies began to try to combine LED lighting and traditional home lighting, replacing some of the home lighting sources with LED light sources, or adding LED decorative light sources to decorative home lighting products.

In particular, in 2011, the prices of “phosphors” all the way up, more home lighting companies increased investment in LED R&D. In addition to traditional new products, they also introduced many LED ceiling lights, LED kitchen lights, and LED lamps. Tube spotlights, LED crystal lamps, etc., accelerated the pace of LED into home lighting.

Today, LED home lighting products not only stay in the decorative and auxiliary light stage, has begun to start from the low-key supporting role. Integrating the LED fully into the home lighting system and fully realizing intelligent dimming will become the development trend of future home lighting.

Home lighting is blue sea

LED has been widely used in home lighting products, market demand is the most important "hands-on". With the increasing emphasis on energy-saving emission reduction, low-carbon economy, and strategic emerging industries, LED has been favored for its new generation of green energy-saving light sources. In the national "Twelfth Five-Year Plan", it was listed as a strategic emerging industry for policy support, and LED has entered the fast lane of development.

Nowadays, the consumer body of the market is becoming younger and younger, and the awareness of social energy conservation and environmental protection is also increasing. More consumers choose LED lighting products that tend to be energy-saving when lighting products (lighting decoration renderings) products. Therefore, traditional home lighting companies must adjust the existing product structure and marketing strategy. If they do not make timely adjustments, they will be gradually eliminated by the market.

Since last year, almost all the traditional home lighting brands have begun to push LED home lighting products such as Huayi Lighting, Guanhua Lighting, Marantz Lighting, Bright A Lighting, and Thousand Thai Lighting. The market is full of LEDs. Whether it is simple decoration or the main light source, or a full range of LED home lighting products, if any company has not introduced LED products, it means that it has lagged behind competitors.

The second and third tier cities become the main battlefield

For distributors, agents, logistics providers, and engineering companies, it is natural to choose products that can make money. Therefore, basically every terminal store has LED lamps to attract customers. However, channel distributors at all levels still have some doubts about LED lighting products: Which LED home lighting brand should be selected and which LED home lighting products are better for sale?

Zhongshan Lighting Company said that second and third-tier cities favor second- and third-tier home lighting brands. In the past, NVC, Op, Philips and other first-line home lighting brands have dominated the traditional Chinese home lighting market, and they have become the first-tier cities to dominate. The second- and third-tier home lighting brands are often controlled by people.

Today, LED home lighting has become the key to the rapid entry of many second- and third-tier home lighting brands into the market. Last year, there were many traditional home lighting manufacturers transforming the LED, especially the rapid development of the southeast coastal areas, becoming the main battlefield of the second and third-tier home lighting brand "strangling."

Many channel distributors stated that each LED lamp is sold in every local household, but the price is confusing and the quality is uneven. Only the mid-range second and third-tier home lighting brand products are relatively well-sale, and the upscale LED home lighting products are not sold at all. move. And they are mostly retail and distribution, second and third-tier home lighting brands more in line with local market demand. Dealers generally believe that LED home lighting prices more than 40% of traditional home lighting is difficult to be accepted. Zhao Zhiming, general manager of Chiayi Lighting's Changzhou Operations Center, told reporters that the sales of mid-range LED home lighting products are more desirable and the market has been relatively stable.

End market prevention "flicker"

In the LED home lighting market gradually hot, many dealers have been unable to hold back, often urged their own traditional home lighting manufacturers to transform LED as soon as possible, or require cooperation of LED manufacturers as soon as possible new products.

According to the survey, many terminal dealers expressed that when choosing the LED home lighting brand, they would first consider the brand with novel style and new product launch, because new products are relatively easy to sell. At the same time, it is more biased toward home lighting brands with good quality and affordable prices. However, some manufacturers have encountered such an embarrassing situation. LED home lighting products can not keep up with the market's demand, leading to the disconnect between production and market demand.

On the other hand, LED home lighting products enter the main market is the most critical quality, its production process determines that new products often take a few months. If LED home lighting companies cater to the market, resulting in a large number of immature, substandard products quickly into the market, it will damage its brand image in the terminal market, and ultimately suffer the collective rejection of consumers and dealers.

Therefore, the desire is not up to speed. Under the premise of current immature standards in the LED industry, consumer demand for products tends to be arbitrary and does not follow the common sense. If the company blindly appeals to the consumers' whimsy, It may fall into the quagmire of product development, and the result will still be "fudged" by the end market.