Japan's LED light bulb sales slump began to brake

Japan is the country to promote the lighting of the LED. In the East after the earthquake in Japan, the demand for electricity saving, LED bulb in 2011 to achieve more than expected speed in Japan to achieve universal. However, this should be the arrival of the popularity of the early arrival of the lighting manufacturers are eager to face a busy white situation. LED indeed gave birth to a new growth area for the lighting market has brought a ray of light. But on the other hand, long life makes the replacement of light bulbs to reduce demand, but also involved in the rapid increase in the enterprise, the competitive environment is more severe. Has been adhering to the stability of the Japanese domestic market, large lighting companies have to change the business structure.

In early August, in the city of Osaka, a large home appliance stores, the corner of the floor of the counter is placed in a pile of boxed LED bulbs. Outside the packaging box all posted the main low price label, such as 3 yen, 5 yen, 7750.

Occasionally stop at the front of the customer will look at the light bulb, but then went to the floor of the central ceiling ceiling.

Sales staff visited the store, said: compared with this time in 2011, LED bulb sales fell into the doldrums. Because of the decline in prices, many people wait and see, the seller's expectations fell".

Japan's nuclear power plant overall restart there is no prospect of a solution within the jurisdiction of Kansai, the power requirements of ordinary families saving more than 10%. However, in Kansai, Osaka belongs to the jurisdiction of the electricity, the energy saving as the selling point of the LED bulb has emerged unsalable.

The same is true of japan. Veteran lighting company Toshiba lighting technology executive Misaki Sato Koji said, this year, sales of light bulb products is about 80% in 2011. Originally predicted in 2013 to 14 years to reach the peak, now it seems, may be the peak in 2011".

In the global scale of 7 trillion to 10 trillion yen in the general lighting market, the size of the Japanese domestic about 800 billion yen. 2011, although the size of the LED lighting products expanded to about 140 billion yen in early 17%, but should have led the LED bulb sales began to shadow.

"Ordinary incandescent lamp. The future will be sent to the light through the LED bulbs".

March 2010, Toshiba since the beginning of the production has been 120 consecutive years of incandescent bulbs fall curtain. The LED bulb, which was designated as a follow-up product, began to show sales lower than the same period last year.

Ironically, the main reason for the need to stall, because of the 2011 earthquake occurred in eastern Japan after the awareness of electricity to improve, LED bulbs in the general family of the time ahead of the. Moreover, the life expectancy of LED than incandescent bulbs are usually not used for 10 years to replace the demand.

Misaki Sato, executive director of Toshiba lighting technology sigh, in Japan, the average family, such as the use of about 250 million light bulbs, there are nearly 1/3 LED bulbs. Life expectancy from the LED, the future is expected to achieve substantial growth".

Prices fell faster than flat TV

What led to the decline in the market is the rapid decline in the price of LED bulbs.

In the Kakaku.com operated price comparison website, the best-selling EVERLEDS series of Panasonic LED bulbs. In late July 2012, the average price of a new series of products fell from 4480 yen in late January to $3302, down by 26%.

According to Kakaku.com introduction, LED light bulbs in the price of half a year to reduce 3 ~ 5 of the products are not in the minority. The CEO of the company, Tian Gang predicted, although LED is in full import period, can not simply compare, but the price of light from the price of more than flat screen tv. 2012 year average price of bulb products or will fall below 1000 yen".

LED bulbs began to be popular among ordinary consumers in 2009. In the summer of the same year, SHARP launched a product equivalent to 40W incandescent bulbs at the price of 3900 yen, the price is only half of the mainstream products, the impact on the industry. After 3 years, although compared with the incandescent bulb of 100 ~ 200, LED bulbs are still high priced products, but the difference between the two is rapidly shrinking.

Although the lighting companies on the profitability of the LED bulb vague, but there is no doubt that the price is reduced faster than the production effect. The person in charge of a well-known department of material manufacturers pointed out that if the lowest if it can not sell 2000 yen, it should not have high profits".

The reason for the sharp decline in prices is the structural characteristics of LED lighting.

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