'Intelligent lighting' may become a new growth point for LED enterprises

The prosperity expectation of the LED lighting market has attracted the influx of many capitals, resulting in increasingly fierce market competition among LED lighting enterprises, and price wars among enterprises will be inevitable. In order to avoid falling into the mire of price war, LED lighting manufacturers generally choose intelligent lighting, which depends more on technical capabilities, as a breakthrough; At the same time, LED lighting industry enterprises are also choosing more e-commerce channels in order to accurately understand market changes. Smart or upgrade breakthrough point, as Japan's LED lighting market growth is higher than expected, Panasonic LED lighting related departments recently said that the company's performance growth rate is nearly 30% higher than the previous target. With the popularity of LED lighting in Japan, it refers to LED lights, and the price reduction of LED lighting equipment has reached an acceptable range, along with the outbreak of price wars among Chinese and other manufacturers, japanese lighting manufacturers have accelerated the launch of new products to strengthen product functions and market areas. LED senior analyst Wang Fei said in an interview with a reporter from China Securities Journal that compared with the pace of upgrading smart phones, the upgrading of LED home lighting products seems less urgent, this is due to the low demand for upgrading lamps and lanterns by residents as the basic lighting demand, which is also the difficulty for the industry to find a breakthrough in upgrading new products in the future. However, because LED belongs to semiconductor components, it can give full play to its advantages in the field of intelligent control compared with traditional lighting sources. The electronic product attributes of LED may bring hope to the upgrade of LED home lighting products. Wang Fei said. American lighting equipment manufacturer AcuityBrands (AYI) , It is precisely by taking advantage of the electronic attributes of LED products, combined with intelligent management systems, to continuously develop new products and inject impetus into the company's future development. The company announced that it aims to complete 400 new product developments within 4 years. In fact, in the field of intelligent lamps, many manufacturers have introduced LED lamps with dimmable color or wireless control through Wifi, especially in the US market. In terms of network agreement, GE, Lutron, Osram, Philips, Toshiba, etc. have officially chosen ZigBeeLightLink technology to connect home lighting products and controllers, this has led to the emergence of smart lighting products using ZIGBeeLightLink in the North American market. Sales channels need to be changed. Judging from the market acceptance of LED lamps, users also need to understand and accept LED lamps through experience. According to a new survey by LEDInside, compared with overseas consumers' understanding of LED lighting lamps, Chinese consumers have little awareness of lighting products. Overall, Chinese consumers' awareness of incandescent lamps is 53, their awareness of energy-saving lamps is 63, and their awareness of LED lamps is only 25. According to the above data, traditional physical stores can not only bring consumers a sense of physical experience, feel their materials, light colors, workmanship, understand product distribution and after-sales service, the key is to improve consumers' awareness of LED lighting products. And this point, e-commerce is still difficult to achieve. However, compared with traditional channels, e-commerce channels still have their outstanding characteristics, which can be roughly divided into two points: first, they are not restricted by regions and have a wide audience Group; Secondly, the intermediate circulation link is shortened, the initial construction cost is low, the profit margin is large, the return time is short, and it is easier to realize flat management. This is undoubtedly an opportunity for emerging LED enterprises that have made no achievements in traditional channels. Because it is very difficult to enter traditional channels quickly and compete with large traditional lighting enterprises. The characteristics of low cost and wide coverage of e-commerce can quickly open the channel. Wang Fei said: E-commerce channels can also quickly conduct market research for LED companies, help them adjust their product configurations and change their sales strategies, and provide them with a good opportunity to accurately grasp the market direction. He believes that LED lighting enterprises can also choose a way in which traditional channels and e-commerce channels go hand in hand to find a balance point for enterprises in sales channels.