Analysis of LED lighting market in the third quarter of 2014
In the second half of 2014, the unfavorable factors of the external environment increased, the overall domestic economic situation weakened, the growth rate of the upstream real estate industry slowed down and the engineering projects decreased, but the LED lighting industry still maintained a high-speed growth trend, and the penetration was further accelerated, the decline in prices has narrowed, the growth in the third-line market has been gratifying, the channels of enterprises have continued to sink, the growth of business photos has started, the overall benefits of dealers have been good, and the inventory operation has been stable.
The domestic lighting market maintained a growth rate of 25, and the annual growth trend was confirmed.
The market grew at a high speed but the Heat declined slightly. In 2014, LED lighting products began to penetrate into the domestic market in an all-round way.
According to the survey data, in the first half of the year, the sales growth rate of LED lighting products in the domestic market entity dealer channel was about 27. 8.
In the second half of the year, the growth of LED lighting products has slowed down due to the slowdown in national economic growth and the shrinking of real estate.
In the first three quarters, the growth rate of domestic market entity dealer channels was about 25. 5, slightly down 3 percentage points from the previous month.
Among them, the third quarter sales increased by 20% compared with the second quarter.
99 from the perspective of merchants, more than 85 dealers reported that the sales of LED lamps in 2014 increased significantly compared with 2013, but merchants with rapid growth (That is, merchants with a growth rate of more than 30)Only about 20.
The increase in LED lighting penetration has become the direct engine of this year's market explosion.
By the end of August, the overall penetration rate of LED lighting products in physical channels had reached an average of 68. 44, compared with 45 at the end of 2013. 7 increased by 22.
7 percentage points, and the third quarter penetration rate increased by about 10 percentage points compared with the second quarter.
According to the survey data, the price of LED lamps in physical retail channels fell by 9. Quarter on quarter in third quarter of 2014.
91, plus the overall decline of about 8 in the second quarter, the price of LED lighting products fell by about 18 compared with the beginning of the year, while the sales increased by 27 in the same period, this further illustrates the important influence of price on the growth of product sales.
The outbreak of the third-tier market the launch of the central market was tempted by the huge profits of the LED lighting market. The promotion of LED lighting products by manufacturers and distributors has been increasing. The primary and secondary markets have already entered the stage of popularization, the third and fourth markets are also closely followed.
From the perspective of market level and channel, compared with the secondary market in the first half of the year, the outbreak of the third and fourth-tier markets since the third quarter has become the highlight of the second half of the year.
According to the survey data, in the third quarter, the penetration rate of the third and fourth line markets increased by about 19 percentage points, and its sales also increased by about 26 compared with the same period last year.
From the perspective of dealers, more than 95 dealers in the third-tier market have achieved growth, of which 35 dealers have achieved rapid growth (That is, the year-on-year increase in sales exceeded 30).
As brands strengthen the development and sinking of channels, the growth of third-and fourth-tier cities has contributed more than 40% to the overall market growth.
From the perspective of specific markets, the main growth point of the third-line market lies in indoor lighting, especially in commercial lighting fields such as supermarkets, hotels and offices, where the growth rate is over, while the expansion of outdoor lighting is relatively slow, in addition, the home lighting market is also gradually opening.
The lighting products with fast sales growth in the third-tier market are all kinds of light sources, with a growth rate of 40. 5%.
Compared with the third-and fourth-tier cities, the first-tier cities have begun to slow down due to the slowdown in real estate growth and the diversion of manufacturers' channels.
Judging from the data, the sales volume of 1/3 of dealers in the first-tier market showed a significant decline compared with the same period last year, with dealers focusing on large-scale wholesale (Sales above 5 million yuan)It is greatly affected.
From a regional perspective, North China has a fast penetration rate, with an average penetration rate of about 75, while LED sales in some stores even account for more than 80, while the penetration rate in the central and western regions is relatively low, in particular, the penetration of Chongqing, Hubei, Guizhou and other places is slightly inferior.
On the other hand, the growth rate of LED in 2014 in the central region and the coastal areas of east China is fast. The performance in the central region is particularly prominent this year, and the overall penetration rate has increased significantly, especially in Henan and Hunan.
In the past few years, the LED penetration rate in the third-tier market and the central region was relatively low, and the market did not really open;
Since the beginning of this year, major lighting brand manufacturers have strengthened the layout of these markets. Brands such as Jason, Panasonic, sunshine, Jiamei, Midea and southeast have held regional dealer meetings to rapidly promote the popularization of LED lamps.
The promotion of manufacturers directly benefits consumers in the third-tier market: first, the increase of distribution outlets and the flattening of channel levels reduce the purchase cost of dealers, thus driving down prices;
Second, many enterprises have introduced preferential policies in the third-line market to further promote the enthusiasm of dealers.
The rapid growth of e-commerce has nearly doubled in two years. The growth of online sales scale of LED lighting products is more obvious than that of physical channels. 2014 1-On August, Taobao (Tmall included)Sell all kinds of lighting appliances (Including lamps and light sources)Up to 76. 0. 5 billion yuan, up 137 year on year. 8. The light source 2. 0. 6 billion yuan, an increase of 102. 5; Lamps 73. 9. 5 billion yuan, up 138 year on year. Judging from the volume of transactions, Taobao (Tmall included)
Lamps and light sources sold 37. 12 million orders, an increase of 68.
9, including 8. 64 million light sources, up 108 year-on-year, 28. 48 million lamps, up year-on-year. 7.
Overall, the turnover of Taobao's LED lighting appliances in the first eight months of 2014 was about 3. 2 billion yuan.
Judging from the number of orders, Taobao's cumulative number of orders for selling LED light source products reached 724 in the first 7 months.
About 80 thousand orders, up 127 from last year.
At the same time, the number of effective LED light source products on Taobao increased to 7. 5%. 30 thousand pieces, an increase of over the same period last year. 2.