Merchants responded that LED lighting products are popular in the market and are more popular among manufacturers. However, the beautiful shadow of LED is more of a hazy shadow in the eyes of end users. The high cost of market education prompts manufacturers to continue to use the styles of traditional lighting products for production and sales, and the products will not change the "core". The homogeneity of appearance has made the price factor more prominent, the price war area has become fierce, and the trend of low prices is prevalent.
In order to get rid of a single product form, companies are racking their brains. After Philips, Samsung and others exhibited smart products last year, many domestic manufacturers have launched smart LED bulbs to attract the market. "Intelligence" has become a hot selling point for mainstream products such as bulbs, and has gradually become another homogeneity in the industry.
The general environment is sluggish and the industry has overcapacity, making the transition from the traditional lighting era to the LED lighting era full of more variables. Industry insiders said that in downstream distribution outlets, even specialty stores are difficult to guarantee that they only sell one brand of products. In order to enrich their products, merchants generally sell other bulk goods, with the proportion ranging from 30% to 50%, and price becomes the main factor. This has become the survival space for many small businesses. Although merchants have different positioning, merchants who like cheap prices still account for the majority.
In the context of diversified channels, the rise of e-commerce not only sells things, but also serves as a platform for price transparency. On Taobao's pages, almost all of them are dominated by LEDs. Shocking words such as "6 yuan free shipping" give people a sense of "loss of moral integrity", but many of them are just fake shots in price to attract attention. Taking the 16W 1.2-meter light tube as an example, the general price is between 25-30 yuan, and the price of similar products for Buddha photos is around 35 yuan.
In the era of the popularization of LED lighting, when companies enter the LED lighting market to tackle channel difficulties, bulbs and fluorescent tube products play more of a pioneering role. With the help of mainstream products such as bulbs and fluorescent tubes, the impact on the channel will pave the way for the popularization of other categories of products. Because they can be used in home lighting, commercial lighting, office lighting and other fields, many companies "prefer" LED light source products such as bulbs and fluorescent tubes. It is difficult to distinguish between good and bad, good and bad.
Mainstream products such as LED bulbs and fluorescent tubes are widely used in home lighting, hotel lighting, commercial lighting, office lighting, public lighting and other fields. In the early stage, the market was gradually expanded through engineering channels. As the civilian market opens, penetration through circulation channels will be the general trend. Direct stores, specialty stores, distribution outlets, etc. are proceeding in an orderly manner.
In the downstream LED light source market, there is an influx of capital, new brands joining, old brands working hard, and small, medium and micro enterprises surviving in the cracks. The entire industry is showing the most primitive ecological competition. In terms of the light source market structure, it is currently difficult to distinguish between emperors and ordinary people. Generally speaking, traditional companies are relatively conservative, such as Opple and Fo Zhao, while new brands are more active, such as Mulinsen and Yiguang.
New brands are in the channel construction stage, so there will be more voices, representing the offensive side, while traditional corporate channels have been formed and are in a state of preventing channel loss, representing the defensive side. Although the overall solution trend is on the rise, many large companies are still favored by many large companies to use single products such as bulbs and fluorescent tubes as their main products to enter the market. In the light source market structure, the "all-star" lineup composed of traditional brands and new brands has made the industry a lot more lively.
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