Analysis: LED lighting to reclaim the civilian market?

With the slight increase in hot weather, the arrival of local blackouts initiatives are frequently introduced, energy saving has become a hot topic nowadays. Speaking of energy conservation, people have begun to focus on a new technology in recent years - led lighting. With the advantages of low energy consumption, long life and other advantages of the new light source LED, people always use it and environmental protection. However, LED new technology to produce high cost, high price, but also become a wall in the civil market outside the wall. LED lighting when really into the homes of ordinary people, this is not only a question, but also a kind of look forward to.

Market Research: in the final analysis or the price is too high

Miss Yu, who lives in Liaobu, has recently been busy for the selection of new home decoration lighting. She listened to a friend recommended LED lights, came to the city to understand the performance of lighting LED and price.

Miss Yu: look, contrast, and then the words, mainly want to come and see, we all say LED, more power, more energy saving, and then mainly want to know about LED products. "

Miss Yu learned that the variety of household LED products on the market for consumer choice is very limited, most of them are downlights and spotlights, the price is in 50-80 yuan / lamp brand, a good bit of hundreds of yuan.

Miss Yu: "(do you think this price does not exceed your expectations) a little, before is installed the lamp with the lamp, energy saving lamp, also more power, but the price of LED may be a little higher than we previously used downlight. "

After repeated thinking, Miss Yu decided to give up the purchase plan LED. Sales staff also said that although there are more and more guests come to consult LED lamps, but not much to buy the real.

Salesman: "now, a lot of people do not understand. If you talk to customers, this LED how to save electricity, you see that price, it will feel a little expensive, and then suddenly, can not accept. "

Lighting store manager Zhao Changgong: it and our traditional lamp sales ratio, then, can only account for 10% of the appearance, the maximum of $10%. It's too small, and sales are always on the go. "

Lighting shop staff told reporters that the current guests ask more, buy less reason, in the final analysis, or the price is too high.

Lighting store manager Zhao Changgong: this lamp is to replace the bulb, which is also LED, the number of Watts 7 watts, equivalent to the brightness of the equivalent of 7 watt incandescent lamp brightness of 100 watts. This is not a lot of people, this is very few. Now one is that people do not want to come up from the electricity, the most important thing is that it is too high price, this is a bulb 50 yuan, the incandescent lamp, then, is $2, the price is a lot of times.

In Dongguan, we said a few years ago, LED lighting, mainly refers to the high power of street lights or landscape outdoor lighting. The real indoor lighting in the market, but also in the past two years. In recent years, the bright future of LED indoor lighting market performance has always been flat, but also with its price.

This is a lighting company located in Shijie, has been engaged in traditional lighting for nearly ten years. 2007, a number of enterprises on the LED production line. Initially, the company chairman Chen Woshu aimed at LED indoor lighting market. He believes that this market with most of the time to seize the outdoor lighting enterprises are different, with greater potential and space.

Chen Woshu, chairman of a lighting company: "most of the early LED is to do outdoor landscape lighting, we want in the interior part, we should have a lot of space. No one goes through the road, although difficult, but you first entered, you will live well. "

However, while taking the initiative in the indoor lighting market, but did not seem to live so well. The main reason is that, LED outdoor lighting project to a large extent, the survival of energy-saving products is the government procurement model. The LED indoor lighting market, enterprises should directly face the consumer, the right to return to the market. So in four years, Chen Woshu LED products in the ongoing "return" input, as is the development of marketable products and most acceptable price.

Chen Woshu: you are like the traditional lighting, because it is basically you, is a one-time investment, the output is behind, then LED lighting, from its continuous development. You developed in 2007, the product may not apply in 2008, the development of products in the year of 2009, may not apply in the year of 2008, because of the development of LED, some of us are unpredictable. "

Chen found that although they will cost control to the lowest, it is difficult to put the price of the product to the market to accept the degree of easy. Because the core technology of chip manufacturing is not in their own hands, which also means that they lack pricing power.

Chen Woshu: in fact, on the LED chip above, if the general product, it accounted for a higher proportion, it may reach its 40%-50%. We do business on a slightly higher value of the product, the proportion of chips, the proportion of cost, a little lower, but it will reach about 30%. "

In recent years, Chen Woshu carried out a large number of LED lighting technology, but he still according to the market demand will gradually shift to the market positioning of civil commercial market.

Chen Woshu: "into the civilian, because it is still relatively high prices, into the civil