[Source: "Engineering LED- lighting market," 12 issue of reporter / Zhou Zailing]
In the past two years, traditional home lighting companies have been plagued by multiple real estate “restriction ordersâ€, rising raw material prices, rising retail rents, and rising labor and transportation costs. Most of the home lighting companies surveyed said that traditional home lighting has been difficult to do since last year, so last year began to transform LED home lighting. And on October 1st, the implementation of the policy of eliminating 100W or more incandescent lamps in China, LED light source ushered in a new development opportunity, driven by this wave, LED home lighting is about to meet a new development momentum.
LED is becoming a protagonist
In fact, today's LED lighting and traditional home lighting can be combined. As early as 2010, home lighting companies began to try to combine the two, replacing the home lighting source part with LED light source, or adding LED decorative light source in decorative home lighting products.
Especially in the case of the “phosphor†price in 2011, more home lighting companies have increased their investment in LED research and development. In addition to launching traditional new products, they also launched many LED ceiling lamps, LED kitchen lights, and LEDs. The spotlights, LED crystal lights, etc., have accelerated the pace of LEDs entering home lighting.
Nowadays, LEDs not only stay in the stage of decoration and auxiliary light source in the home lighting products, but have begun to move from the low-key supporting role to the front. Full integration of LEDs into home lighting systems and full realization of intelligent dimming will become the future development trend of home lighting.
Home lighting is blue ocean
LEDs are beginning to be widely used in home lighting products, and market demand is the most important “pushing handâ€. With the increasing emphasis on energy saving, low carbon economy and strategic emerging industries, LEDs are favored by the characteristics of their new generation of green energy-saving light sources. In the national “Twelfth Five-Year Planâ€, it is listed as a strategic emerging industry for policy support, and LED enters the fast lane of development.
Nowadays, the market consumers are becoming younger and younger, and the awareness of social energy conservation and environmental protection is also increasing. More consumers choose LED lighting products that are energy-saving when they choose lighting products. Therefore, traditional home lighting companies must adjust the existing product structure and marketing strategy. If they are not adjusted in time, they will gradually be eliminated by the market.
Since last year, almost all traditional home lighting brands have begun to promote LED home lighting products, such as Huayi Lighting, Guanhua Lighting, Marantz Lighting, Bright A Lighting, Qiantai Lighting, etc. The market is full of LEDs. Whether it is a simple decoration or a main light source, or a full range of LED home lighting products, if a company has not yet launched LED products, it means that it has fallen behind competitors.
Second and third tier cities become the main battlefield
For dealers, agents, logistics companies, engineering companies and other channels, it is natural to choose products that can make money, so basically every terminal store is equipped with LED lamps to attract customers. However, there are still some doubts about LED lighting products at all levels of channels: Which LED home lighting brand should I choose? Which LED home lighting products are good to sell?
Jiang Xianjun, chairman of Zhongshan Qiantai Lighting Co., Ltd., told reporters that second- and third-tier cities favor second- and third-line home lighting brands. In the past, NVC, Opp, Philips and other first-line home lighting brands dominated the traditional Chinese home lighting market, leading the first-tier cities, while second- and third-line home lighting brands were often subject to people.
Nowadays, the LED "home lighting" has become the key to the rapid entry of many second- and third-line home lighting brands into the market. Last year, many traditional home lighting manufacturers transformed LEDs, especially in the southeastern coastal areas, and became the main battlefield for the second and third-line home lighting brands.
Among them, Qiantai Lighting is a typical example. As a second- and third-line home lighting brand, we have tried LED home lighting source products since 2011, and we hope to attract customers with new LED components. Facts have proved that the second and third-line home lighting brands are more in line with the needs of second- and third-tier cities.
Many channel operators said that every household in the local area sells LED lamps, but the price is chaotic and the quality is uneven. Only the mid-range second- and third-line home lighting brand products are ideally sold, and the high-end LED home lighting products are not sold at all. move. Moreover, they are mostly retail and distribution, and the second and third-line home lighting brands are more in line with local market demand. Dealers generally believe that LED home lighting prices are more than 40% more than traditional home lighting. Zhao Zhiming, general manager of Qiantai Lighting Changzhou Operation Center, told reporters that the sales of mid-range LED home lighting products are more ideal, and the market has been relatively stable.
Terminal market to prevent "fudge"
After the LED home lighting market is gradually hot, many dealers have been unable to hold back, and often urge their traditional home lighting manufacturers to transform LEDs as soon as possible, or require cooperative LED manufacturers to produce new products as soon as possible.
According to the reporter's visit investigation, many terminal dealers said that when choosing the LED home lighting brand, they will first consider the brand with novel style and new product launch, because the new product is better to sell. At the same time, it is more inclined to those home lighting brands with good quality and moderate price. However, some manufacturers are currently experiencing such an embarrassing situation that the speed of listing of LED home lighting products cannot keep up with the demand of channel vendors, resulting in a disconnect between production and market demand.
On the other hand, the most important thing for LED home lighting products to enter the market is quality. The production process determines that it takes a few months for new products to leave the factory. If LED home lighting companies cater to the market, causing a large number of immature and unqualified products to quickly enter the market, it will damage its brand image in the terminal market and eventually suffer collective abandonment by consumers and dealers.
Therefore, if the speed is not up to speed, under the premise that the current LED industry standards are not mature, consumers' demand for products is often arbitrary, and they do not follow the common sense. If the company blindly thinks about the whimsy of consumers, It may fall into the quagmire of product development, and the result will still be "fudged" by the terminal market.
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