LED lighting low price era is coming

The LED sector ushered in a good start in 2014. From January 1-22, the LED sector index rose by 16. 3. The driving force to stimulate the strength of the LED sector lies mainly in the change of shipment data in the LED lighting field, which is contrary to the off-season characteristics of the industry in the fourth quarter. The shipment data of LED lighting products in the fourth quarter of last year was significantly higher than expected by the industry. Lighting, as a large blue sea of LED, has been waiting for a suitable outbreak opportunity upstream and downstream. As the downstream data continues to improve, the industry generally believes that the low-cost era is coming, the outbreak period of the LED lighting market has arrived, and the new round of channels is also on the line. The era of low price is coming, the volume of shipments is reversed, and the price is getting closer to incandescent lamps. Major research institutions have given high growth expectations for LED lighting, it is estimated that China's LED lighting products will grow by more than year on year in 2014. As a big LED and a short board before, the lighting field finally turned into a wife in 2014. In the third quarter of 2013, the upstream production capacity of China's LED industry began to transfer to large enterprises. Taking San'an Optoelectronics as an example, some small and medium-sized enterprises were dragged down by the price war and transferred their production materials to San'an Optoelectronics, subsequently, the price war in the industry began to slow down, and the ecology of the entire industry began to improve, and it was in a stage where everything was ready for the east wind. Lighting is also a big increase after the LED industry, and the market has been paying close attention since 2009. However, the time of its outbreak has not been satisfactory. The reason is that the overseas market has insufficient impetus, and the second is that it is not related to the price. At present, the North American white ban campaign is launched, product prices are rapidly falling, and barriers to downstream promotion of LED lights are being eliminated. LEDinside analyst Wang Fei believes that it is not difficult to observe the recent retail price of LED bulbs in the mainland. The types of LED bulb lamps sold in the market have surged, the distribution of lumens per dollar tends to converge, and the value center moves down, the era of low LED lighting prices has come. Channel War 2. 0 Wang Fei told the reporter of China Securities Journal that the important trend of LED lighting market in 2014 is that the lighting industry changes from the competition of brand economies of scale to the competition of manufacturing economies of scale and brand economies of scale, this makes the industrial concentration of LED lighting era higher than that of traditional lighting. Of course, from another dimension, LED lighting, which has always been the king of channels, will be more fierce in 2014. In the industry mode, famous traditional big factories at home and abroad such as Philips and Foshan Lighting have obvious first-mover advantages, and they often choose to promote LED products in the original distributors, stores and other channels; NVC, sunshine, Opal, sanxiong and other local lighting manufacturers developed in the past ten years, while strengthening cooperation with dealers, have also increased the investment in specialty stores, to improve channel coverage and brand awareness; Changfang, Hongli and other manufacturers that extend from LED packaging to downstream applications have relatively conservative investment in their own channels due to the relatively low proportion of LED applications in their income and the consideration of cost control, most of them are based on the dealer model. Another emerging channel that cannot be ignored is e-commerce. Data show that on Tmall platform, during the Double 11 this year, the sales of lighting brands such as OPU lighting, Odo and Zhou minghanyuan all exceeded 10 million mark. Among them, opal lighting also topped the list with a sales volume of 57 million yuan per store in Tmall's official flagship store, ranking first in the building materials category. The new Zhou minghanyuan brand established in Taobao Mall in 2013 exceeded 3 million yuan in product sales within the first hour of double 11. China Merchants Securities research report believes that LED lighting has great potential for sales in e-commerce channels. 2012 Taobao, Jingdong and other platform on LED lighting products of sales total about for 3 billion yuan only accounted for LED lighting market of 7. It is expected that this proportion will reach more than 20 by 2015. The new channel will become the focus of some latecomers. According to an industry insider, some LED downstream manufacturers are already considering acquiring some e-commerce brands to seek channel expansion.