LED lighting market is about to erupt in the era of cheap

LED plate ushered in a good start in 2014, from January 1st to 22, LED plate index rose by up to 16.3%. Stimulate the driving force of the LED sector, mainly in the field of LED lighting shipments data changes, an anti industry off-season features in the four quarter, the fourth quarter of last year, shipments of LED lighting products significantly higher than expected in the industry.

Lighting as the largest blue ocean LED, upstream and downstream have been waiting for the right opportunity to break. Because the downstream data continues to improve, the industry generally believe that low-cost era, the outbreak of the LED lighting market has come, and the channel of a new round of fighting or imminent.

Cheap Era

Shipments counter cyclical peatlands, prices and incandescent closer and closer, the major research institutions have given high growth expectations for LED lighting is expected in 2014 China's LED lighting products will grow by more than 80%.

As the largest LED is also the largest short board, the field of lighting in 2014 finally became a daughter-in-law. The third quarter of 2013, the upstream capacity of China's LED industry began to transfer large enterprises in Sanan optoelectronics as an example, some small and medium enterprises because of the price war on the white flag, will be transferred to the production data of an optoelectronic industry price war, then began to slow down, the whole ecological industry began to better, in everything except the east wind stage.

Lighting as the LED industry is also the last piece of incremental, since 2009 the market has been given a high degree of concern. However, the outbreak of the time point has been unable to be satisfied, the reasons for this, one is the lack of power to boost overseas markets, and two of its price is not enough people have a great relationship.

At present, the North American ban campaign started, the price of the product quickly lower, LED lights downstream barriers to promote the elimination of. LEDinside analyst Wang Fei believes that the recent observation, the retail price of LED lighting is not difficult to find that the market sales of LED bulb type surge in the distribution of the number of lumens per dollar tends to converge, the central value of LED lighting low down, time has come.

Channel War 2

Wang Fei to Chinese Securities newspaper reporter said that in 2014 the LED lighting market is the most important trend is that the lighting industry by the brand competition of economies of scale, economies of scale and to make the size of the brand competition, which makes the era of LED lighting industry concentration will be higher than traditional lighting. Of course, this from another dimension, the channel has been the king of LED lighting, in 2014 of the fighting will be more violent.

Business model, PHILPS, FSL and other well-known traditional manufacturers, the first mover advantage, and more choices in the original dealers, stores and other channels to promote LED products; local lighting manufacturers, OPPLE, sun, NVC and three developed in recent ten years, in cooperation with dealers to strengthen at the same time, also increased the store's investment, in order to improve channel coverage and brand awareness, etc.; rectangular Hongli from the LED package extends to the downstream application vendors, because the application of LED products accounted for the proportion of income is relatively low, at the same time out of control cost considerations, the channels of their own investment is relatively conservative, and more to the dealer mode.

Another new channel can not be ignored is the electricity supplier. Data show that in the Tmall platform, this year "double eleven" period, OPPLE lighting, Aldo, Chau Ming Hanyuan lighting brand products sales have exceeded 10 million, of which, OPPLE lighting in Tmall official flagship store sales 57 million yuan proud to top the list, ranked first in the category of building materials. In 2013, Taobao mall New Chau Ming Hanyuan brand, in the "double eleven" to start the first hour of the product sales that exceeded 3 million yuan.

China Merchants Securities Research Report believes that the sale of LED lighting in the electricity supplier channel has a great potential. 2012, Taobao, Jingdong and other platforms LED lighting products sales of about $3 billion, accounting for only 7% of the LED lighting market. It is expected that by 2015 this proportion is expected to reach more than 20%.

The new channel will become the focus of some latecomer manufacturers. An industry source, part of the LED downstream manufacturers have been considering the acquisition of part of the electricity supplier brands, in order to seek the expansion of channels.