LED lighting bulb market analysis

table of Contents
1, definition
2, consumer analysis
3, competitors and competing product analysis
4, product performance and problems
5, sales channel analysis
6, brand and media promotion
7, market demand analysis and outlook
8, summary


The LED bulbs mentioned here mainly include LED spotlights and LED bulbs. The colors are white or warm white, which is used to replace traditional incandescent lamps (it is not easy to replace energy-saving lamps for the time being).


1, definition
LED spotlights are LED bulbs that emit light in a directional manner. The main types are MR16, GU10, PAR series.
LED bulbs are light bulbs that emit divergent light. The main type is E27 base.


According to the power, LED bulbs can be divided into: low power (mainly produced by 5mm LED) and high power (mainly produced by 1W, 3W, even 5WLED). At the same time, there is also super power in the market (for example, 50W) LED spotlights), but this has not been tested by the market, nor has it seen a big market.
Among them, low-power LED spotlights, bulbs are the earliest design and production of LED bulbs, which have been adopted on a large scale, but the quality is not good. These bulbs are mainly sold on foreign retail websites, such as theledlight.com, wiedamark .com, ledwaves.com, 1000bulbs.com. And high-power LED spotlights, bulbs have been used and promoted on a large scale in the last 2-3 years, and are generally much more stable than low-power LED bulbs; The price of high-power LEDs will drop, and high-power LED bulbs will become the mainstream in the market.


2, consumer analysis In general, the current LED bulb market, whether it is manufacturers, buyers or end customers, are not professional enough, most of them only rely on experience or appearance and other subjective judgment to judge the quality of the product. In the case of similar product appearance, the price plays a leading role.


2.1 Buyers have no obvious channel effect due to the LED market. At present, there is no obvious feature of LED bulb buyers, that is, all LED products (especially application products) may purchase LED bulbs. Buyers, mainly purchasing LED displays, wall washers, guardrails, etc., the possibility of buying LED bulbs is not great.


Buyers mainly have distributors (such as LEDsign.dk), online stores (such as theledlight.com), architectural lighting engineers (excled.com, ledsource.com) and energy-saving system transformations (such customers are also selling solar energy). Products). No matter which type of buyer, you may often receive small projects in the local area (such as a store to change LED lights, such as a window to change LED lights)


2.2 End-consumer terminal Consumers mainly include commercial users represented by retail stores and individual users represented by families.
Procurement of commercial users represented by retail stores tends to be done locally. Procurement of individual users represented by households tends to be done on ebay.com or other retail websites.


2.3 Geographical market According to the analysis of regional market, the procurement of LED bulbs should be at most Europe. The second is North America. The reason is: 1) Europeans are more environmentally conscious and more willing to spend money on energy saving; 2) North American market entry threshold High, mainly because the process of doing UL certification is too cumbersome, and the cost is very expensive. CE certification is relatively informal, and a certificate can be obtained for 1000 yuan in China. There is no unified supervision and inquiry mechanism for CE certification. Where to do the certification, where to check. But no one can tell which is legally authorized, qualified CE certification body), so no one can check out the CE mark.
Therefore, the main market for domestic LED bulb suppliers is basically Europe.


3, competitors and competing product analysis
3.1 The manufacturers and exporters of LED bulbs in the competitor market are mainly concentrated in Taiwan and the mainland. There are also several well-known bulb manufacturers in Korea (such as the Lumidas series of bulbs from fawoo.com). Overall, the design and production of Taiwanese manufacturers. The process is much more advanced than that of the mainland, and the sales methods of Taiwanese manufacturers are also better than those of mainland manufacturers. Many of the new products introduced by Taiwanese manufacturers are aimed at cutting into an application market, while mainland manufacturers mainly rely on plagiarism to join the competition. The competition of mainland manufacturers is in a vicious circle.


There are so many companies that do LED bulbs in China. Basically, as long as there are LED products, LED bulbs must be sold. The reason is that 1) the entry threshold of LED bulbs is too low, and there are many manufacturers on the market that can provide various components, so as long as There are several workers who can assemble the light bulbs. 2) The lack of standards also provides favorable conditions for the entry and survival of a large number of manufacturers. From my personal understanding, the main domestic manufacturers of LED bulbs are:


1) Shenzhen Dingli (quality-sz.com)
Dingli's LED bulb product line is relatively complete, covering almost all types of products such as low power, high power and spotlights, bulbs, etc. Their main advantage is that a) they have their own packaging factory, which can lower the cost control; b) They gave them the advantage of propaganda for PAR lights and bulbs. They are selling both domestically and internationally. The orders in foreign markets are also mixed and relatively small. The domestic market is mainly doing engineering. .
The financial crisis was relatively large for their sales, because Philips' orders were about half less.


2) Shenzhen Bangbei (bbeled.com)
The marketing of Bangbeier feels more systematic and more formal. Their products are all designed and developed by themselves. In the early days, the signal lights and low-power LED street lights were used for the market. At the same time, their high-power LED bulbs are also available abroad. Market. Many of our customers are selling their LED bulbs (such as LEDpac.com). Their sales are mainly based on two legs.

1) Developing agents abroad, and they are actually sending people to investigate the strength of agents;

2) Selling products in the situation of foreign trade. The promotion channel is mainly based on exhibitions.


Their advantage lies in

1) Have your own packaging factory

2) Independent product design, will not fall into homogenization competition


Bang Bo has a listing plan.


3) Shanghai Shengmei Electronics Co., Ltd. (winstarled.com)
Although the US is very small, the strategy is very simple. It is mainly for the LED lighting market. The features are obvious and the effect is obvious.
Their product line is basically LED bulbs, fluorescent tubes, among which the best selling LED high power bulbs, fluorescent tubes. Their market is mainly the United States, France and Japan, etc. and their UL certification It is also the most complete, covering most of the best-selling products (many UL certifications are paid by their customers or part of the cost).


However, their quality is relatively stable, the price is relatively high. The factory is not big, about 6 salesmen, only attending the exhibition (Hong Kong and Guangzhou exhibition) can also do sales of about 5 million USD a year.


4) Zhejiang Shenghui Lighting (shenghuilighting.com)
This home is also doing traditional lighting, and then cut into the LED lighting industry. The company is large, it seems to be the foundry of Philips and GE.


In fact, many large traditional lighting brands in China, such as NVC Lighting, Sanxiong Aurora are also cutting into LED bulbs, and even some non-lighting industry group companies are also forming or selling LED bulbs, such as Kyushu (jz-led.com) These companies are either designing and developing their own products and promoting their own brands; otherwise they are producing generic products, using common molds, but stabilizing the quality and making the price very low. Currently, these two All have their living space, but in the long run, after the market game rules (various standards) are determined, those small factories will go out, and finally form a brand competition.


3.2 Competitor analysis: compact fluorescent light, incandescent lamp, LED bulb between energy-saving lamp, incandescent lamp and LED bulb, LED bulb is used to replace incandescent lamp and halogen lamp. Less to see the promotion of LED bulbs is used to replace energy-saving lamps. The reason is that 1) Many countries and regions have issued laws prohibiting the use of incandescent lamps; 2) LED luminous efficiency and stability are similar to energy-saving lamps.


From the comparison between LED bulbs, there are two main sales situations for LED bulbs: 1) LED high-power or low-power bulbs; 2) Open the mold or copy the LED bulbs of large companies (such as Philips, Osram, Especially Philips). The former represents the competition of low-grade products, and the price is the main determinant; the latter represents the products developed and developed by ourselves, and the competition is not very intense.



4, product performance and problems
LED bulbs are mainly sold in terms of energy efficiency, energy saving, long life, low maintenance, no mercury pollution, and no heat.


The existing LED bulbs mainly have problems such as dead lights or light decay; the actual luminous efficiency is not high enough to replace traditional incandescent lamps; off the cover (secondary lens around the lamp body); off the base (such as E27 base) Partially lost); the price is too high, not affordable.


The main difficulty in sales is how to overcome the competition strategy (price, brand, etc.) in which the customer does not understand the status of CE certification and the appearance of the product is not different.


5, sales channel analysis At present, a phenomenon in the LED industry is that LED does not understand lighting, lighting does not understand LED. So in terms of products, LED lighting products are varied, but the photoelectric thermal test is not enough or can not provide, Some don't even know that they still need to do this test. From the sales channel, everyone is selling LED products in the form of foreign trade. Most of them are doing a website, hiring several salesmen, and sending sales letters there. A little better, I am advertising on alibaba, attending the exhibition, and the orders are more mixed, scattered, small, and more customized.


These companies that sell LED application products have survived so far, and some have even done well. That is, it is reasonable. However, it is conceivable that there will be many small companies out after five years. ?


From my personal understanding, the products and channels of traditional lighting manufacturers are laid out according to Consumer and professional. Consumer products are mainly household lighting, and sold through retailers; and professional products are mainly for commercial customers. And sales through distributors.


The sales channels used in traditional lighting sales have not been reflected in the sales of LED lighting products. Of course, at present, it is not clear to use a certain channel to promote LED bulbs, because each middleman will retail , or pick up a project locally.


But overall, in the current chaotic stage of the market, it is still a sales strategy of low-end products + high-end products coexisting. And for low-end products, using low-price dumping to promote (but this is not our long term); For high-end products, use professional (including catalog, datasheet, user manual, package, etc.) to promote.


Therefore, as I understand it, it may be possible to push the LED bulb target below 10USD to the home market; LED bulbs above 10USD are targeted to the commercial market (displays, stores, offices, hotels, bars...), and currently LED bulbs for the commercial market are the mainstream. Only the energy-saving awareness here is relatively strong, and they are willing to pay for it.


However, it is necessary to establish a sales system for LED bulbs for home lighting as early as possible, because after all, the family is the largest group of these bulbs, and they do not need high professional knowledge.


6, brand and media promotion In the above mentioned sales of LED bulbs, only Shanghai Shengmei, Shenzhen Bangbei brand awareness is stronger. Others are basically in the state of no brand: no logo on the product, packaging There are no signs on it. But the lighting industry is a single-brand operation. For example, the Philips brand is Philips. So, it is hard to say that if the sales of these companies are doing very well, after the scale is very large, it is possible that their own company It has become a brand.


At the same time, the domestic companies that sell LED bulbs are only promoting the exhibition or publishing free supply information on the free B2B. There are very few promotions on LEDsmagazine.com, because many companies don't know such media. Or don't know how to promote it above.


7, market demand analysis and prospects With the introduction of laws prohibiting incandescent lamps in various countries, along with the gradual improvement of standards, it is expected to replace a large number of incandescent lamps and halogen lamps, so the expected demand for LED bulbs is large. Stable quality and continuous customer demand, I believe that this growth will last for at least 10 years.


8. Conclusion
8.1 What is a better LED bulb?
At present, a stable LED bulb needs to have the following characteristics: 1) using high-power LED as a light source; 2) good heat dissipation structure, that is, using a heat-dissipating structure such as an aluminum casing to ensure slow light decay, which does not appear obvious within 2 years. Light decay; 3) high luminous efficiency, at least can replace the traditional 40W incandescent lamp; 4) not easy to die and leakage.


8.2 What are the characteristics of a higher-end LED bulb?
In addition to the above mentioned features, relatively high-end LED bulbs need to have a relatively unique shape design. At the same time, it is necessary to package the products to a higher level through marketing, packaging and other means.
In the end, it needs to be reflected in the warranty period, preferably 2-3 years. In this way, both middlemen and end customers are more confident.


8.3 What LEDs are better for LED bulbs in the future?
Since the DC LED now has the contradiction between brightness and heat dissipation, the AC half of the Han half has better characteristics in terms of heat dissipation (at least from the datasheet).


Overall, the product is supreme, the channel is king, the brand is improved. Our advantage is not in mass production, but then mass dumping at low prices. Our current situation is high price, medium quality, no features, no Brand characteristics. Therefore, our position and situation in the market is very subtle. In the market, if you want to open the market, you must avoid the homogenization competition. You must make the product a little special. Then you have to develop a LED bulb to make it bigger. Scale production and sales.


Most of the above information comes from the usual experience and network, magazine reports, there is not enough data to support, there may be some flaws. Friends or peers interested in this article can send an email to criticize and correct


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