Chinese lighting brand survey: PHILPS OPPLE NVC ranks top three

The global market research firm TrendForce's green energy division and professional LEDinside consumer research company AVANTI in May 2014 jointly launched the second round of Chinese lighting products consumer behavior survey results show that the lighting products brand impression PHILPS ranked first, OPPLE is the best performance and NVC local brands. The survey also showed a significant increase in the use of LED lights than in 2013, up from 24% to 40%.

Objective to survey the consumer behavior Chinese lighting products to understand the current situation of the consumer cognition of lighting products and buying habits, and to explore the key factors that influence consumer decision-making, the survey area covers eighteen City, seven areas of the country, the number of samples is 30000. Survey shows that the current brand China lighting market concentration and limitation is relatively high, mainly concentrated in several international brands (PHILPS, Matsushita, OSRAM, TCL, Samsung and other China) and local veteran (OPPLE, FSL, NVC, etc.). One of the most outstanding market performance in PHILPS, brand image and visibility accounted for more than 50% of the market share and the attractiveness of the consumer's ranking is also ranked first. In addition, OPPLE and other traditional lighting brands due to deep NVC lighting industry specialization, take route, so it has better brand performance. However, consumer loyalty is not high, greater mobility, and China lighting market share and growth speed, so the lighting manufacturers still can help to strengthen efforts to promote the brand image and to enhance their brand awareness effectively.

In the cognitive part of lighting energy-saving lamps, the current is still the mainstream market, but with the gradual increase in the permeability of LED lights in the home lighting, compared with 2013, 2014, consumers have greatly enhance the LED to identify the degree and awareness, and use rate increased from 24% to 40%, can see the future market potential. In addition, in 2014, consumers often buy the price of LED lights also increased from 11~20 yuan in 2013 to 21~50 yuan.

Survey shows that consumers choose to use LED lights, especially if it is energy saving, energy saving and long life. The purchase of LED lights are mostly distributed in men, 30 years of age and above, married and high-end household monthly income of consumers. Consumers do not choose to use LED lights when the main reason is that they do not understand the LED lights and higher prices, of which women and consumers under the age of 29 do not understand the proportion of LED lights more.

In the lighting product purchase channels, compared with 2013, 2014 consumer acceptance of the network platform and preferential prices increased significantly, and the site can be more intuitive to read detailed information and parameters of products and other reasons to attract more consumers to online channels to buy Lighting products. At present, the proportion of the purchase of LED lamps through the network platform to reach 35%, while the traditional offline channel is showing a downward trend in the purchase. In the mainstream network platform, Taobao / Tmall and Jingdong mall is the mainstream choice for consumers to buy LED lights. In addition, the network platform advertising communication effect is the most significant.

Therefore, the electricity supplier is the future trend of development, the effective use of the network platform to promote the lighting products not only for the seller to increase the sales channels, but also for the promotion of brand and product display provides a promotional channel. The introduction of electricity supplier sales should first understand the user's buying behavior and consumer decision-making, and then select the appropriate platform for their own needs, and then use the platform to promote effective product promotion. The future direction of the development of better lighting products is able to play online and offline sales model of their respective advantages. Such as the online platform of preferential prices, as well as more convenient for consumers to read product information and parameters; offline platform for transportation security protection, as well as the convenience and universality of the physical store. (/LEDinside analyst Wang Ting)

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