1, definition
LED spotlights refer to directional LED bulbs . The main types are MR16, GU10, PAR series. LED bulbs are light-emitting LED bulbs, the main type is E27 ba se.
According to the power, LED bulbs can be divided into: low power (mainly produced by 5mm LED) and high power (mainly produced by 1W, 3W, or even 5W LED). At the same time, there is also a huge power in the market (for example, 50W LED spotlights), but this has not been tested by the market, and there is no big market.
Among them, low-power LED spotlights and bulbs are the earliest designed and produced LED bulbs, which have been adopted on a large scale, but the quality is not good. These bulbs are mainly sold on foreign retail websites such as theledlight.com, wiedamark.com, ledwaves.com, 1000bulbs.com.
The high-power LED spotlights, bulb was recently 2--3 years before large-scale use and promotion, than the low-power LED bulbs in general, a lot of stability; With the decline in the price of high-power LED, high power LED Light bulbs will become the mainstream of the market.
2, consumer analysis
Generally speaking, in the current LED bulb market, no matter whether it is a manufacturer, a buyer or an end customer, it is not professional enough. Most of them only judge the quality of the product by subjective judgment such as experience or appearance. In the case of similar product appearance, price plays a leading role.
2.1 Buyer
Because the channel effect of the LED market is not obvious. At present, there is no obvious feature of the buyers of LED bulbs, that is, all LED products (especially application products) may purchase LED bulbs. However, buyers who do lighting and lighting, mainly purchasing LED displays , wall washers, guardrails, etc., are unlikely to purchase LED bulbs.
Buyers mainly have distributors (such as LEDsign.dk), online stores (such as theledlight.com), architectural lighting engineers (excled, com, ledsource.com) and energy-saving system transformations (such customers are also selling solar energy). product). No matter which type of buyer, it is possible to receive small projects locally (for example, a store needs to change LED lights, such as a window to change LED lights).
2.2 End consumers
The terminal consumers mainly include commercial users represented by retail stores and individual users represented by families. Procurement of commercial users represented by retail stores tends to be done locally. Purchasing of individual users represented by the family tends to be done on ebay.com or other retail websites.
2.3 Regional market
According to the regional market analysis, the purchase of LED bulbs should be at most Europe. Secondly, it is North America. the reason is:
1) Europeans are more environmentally conscious and more willing to spend money on energy saving;
2) The entry barrier for the North American market is higher, mainly because the process of doing UL certification is too cumbersome and expensive.
The CE certification is relatively informal, and a certificate can be obtained for 1,000 yuan in the country. Moreover, CE certification does not have a unified supervision and inquiry organization (where to do certification, where to inquire. But no one can tell which is legally authorized, qualified CE certification body), so no one can post a CE mark The query came out. Therefore, the main market for domestic LED bulb suppliers is basically Europe.
3, competitors and competing product analysis
3.1 Competitors
The manufacturers and exporters of LED bulbs in the market are mainly concentrated in Taiwan and the mainland. There are also several well-known bulb manufacturers in Korea (such as the Lumidas series of bulbs from fawoo.com). On the whole, the design and production process of Taiwanese manufacturers is much more advanced than that of the mainland, and the sales methods of Taiwanese manufacturers are also better than those of mainland manufacturers. Many of the new products introduced by Taiwanese manufacturers are aimed at cutting into an application market, while mainland manufacturers mainly rely on plagiarism to join the competition. Therefore, the competition of mainland manufacturers is in a vicious circle.
There are so many companies that do LED bulbs in China. Basically, as long as there are LED products, LED bulbs must be sold. the reason is:
1) The entrance threshold of LED bulbs is too low, and there are many manufacturers on the market that can provide various components, so you can assemble the bulbs as long as you have a few workers.
2) The lack of standards also provides favorable conditions for the entry and survival of a large number of manufacturers.
3.2 Competitive Analysis: Energy Saving Lamp, Incandescent Lamp, LED Bulb
Between energy-saving lamps, incandescent lamps and LED bulbs, LED bulbs are used to replace incandescent lamps and halogen lamps. It is rare to see that LED bulbs are used to replace energy-saving lamps. The reasons are:
1) Many countries and regions have already enacted laws prohibiting the use of incandescent lamps;
2) LED luminous efficiency and stability are similar to energy-saving lamps.
From the comparison between LED bulbs, there are two main sales situations for LED bulbs:
1) LED high power or low power bulb of the public model;
2) Open the mold or imitate the LED bulbs of large companies (such as Philips, Osram, especially Philips).
The former represents the competition of low-grade products, and the price is the main determinant; the latter represents the products developed and developed by itself, and the competition is not very intense.
4, product performance and problems
LED bulbs are mainly sold in terms of energy efficiency, energy saving, long life, low maintenance, no mercury pollution, and no heat.
The main problems of existing LED bulbs are:
Dead lights or light decay are more serious;
The actual luminous efficiency is not high enough to replace traditional incandescent lamps;
Drop the cover (secondary lens around the lamp body);
Drop the base (such as the E27 ba se part of it);
The price is too high and not affordable.
The difficulty in sales is mainly how to overcome the competition strategy (price, brand, etc.) under which the customer does not understand the status of CE certification and the appearance of the product is not different.
5, sales channel analysis
At present, one phenomenon in the LED industry is that LEDs do not understand lighting, and LEDs do not understand LEDs.
Therefore, in terms of products, LED lighting products are varied, but the photoelectric thermal test is not enough or can not be provided at all, and some do not even know that they need to do this test. From the sales channel, everyone is in the form of foreign trade. Sales of LED products. Most of them are doing a website, hiring a few salesmen, and sending sales letters there; better, they are advertising on alibaba, attending the exhibition, and the orders are mixed, scattered, small, and more customized. .
These companies that sell LED application products have survived so far, and some have done well. That is, it is reasonable. However, I can imagine how many small companies will be out after 5 years?
From my personal understanding, the products and channels of traditional lighting manufacturers are laid out according to the Consumer and Professional categories. Consumer products are mainly home lighting and are sold through retailers; professional products are mainly for commercial customers and are sold through distributors.
The sales channels used in traditional lighting sales have not been reflected in the sales of LED lighting products. Of course, at present, it is not clear to use a certain channel to promote LED bulbs, because each broker will retail or pick up a project locally.
But overall, in the current stage of market confusion, the sales strategy of low-end products + high-end products coexist. And for low-end products, use low-price dumping to promote (but this is not our long term); for high-end products, use professional (including catalog, da tasheet, user manual, package, etc.) to promote.
Therefore, according to my understanding, it may be possible to push LED bulbs below 10USD to the home market; LED bulbs above 10USD are targeted to the commercial market (displays, stores, offices, hotels, bars...), and currently, LED bulbs for the commercial market are the mainstream, and only the energy-saving awareness here is relatively strong, and they are willing to pay for it.
However, it is necessary to establish a sales system for LED bulbs for home lighting as early as possible, because after all, the family is the largest group of these bulbs, and they do not need high expertise.
6, brand and media promotion
Among the companies selling LED bulbs mentioned above, only Shanghai Shengmei and Shenzhen Bangbeier have stronger brand awareness.
The other basic is in the state of no brand: there is no mark on the product, and there is no mark on the package.
However, the lighting industry is a single-brand operation, such as Philips' brand is Philips. Therefore, it is difficult to say that if the sales of these companies are doing very well and the scale is very large, it is possible that their own company will become the brand.
At the same time, the way for companies selling LED bulbs in China is simply to participate in the exhibition or to post free supply information on the free B2B. There are very few promotions on LEDsmagazine.com, because many companies don't know about such media or don't know how to promote them.
7, market demand analysis and outlook
With the introduction of laws prohibiting incandescent lamps in various countries, along with the gradual improvement of standards, it is expected to replace a large number of incandescent lamps and halogen lamps, so the expected demand for LED bulbs is large. As long as the quality is stable, there is continuous customer demand. I believe that this growth will last for at least 10 years.
8. Conclusion
8.1 What is a better LED bulb?
For now, a stable LED bulb needs to have the following features:
1) using high power LED as a light source;
2) Good heat dissipation structure, that is, using a heat dissipation structure such as an aluminum casing to ensure slow light decay, and no obvious light decay occurs within 2 years;
3) high luminous efficiency, at least can replace the traditional 40W incandescent lamp;
4) It is not easy to die, leak, etc.
8.2 What are the characteristics of a higher-end LED bulb?
In addition to the features mentioned above, relatively high-end LED bulbs need to have a relatively unique shape design. At the same time, it is necessary to package the products to a higher level through marketing, packaging and other means. In the end, it needs to be reflected in the warranty period, preferably 2-3 years. In this way, both middlemen and end customers are more confident.
8.3 What LEDs are better for LED bulbs in the future?
Since DC LEDs now have a contradiction between brightness and heat dissipation, the Han half of the AC LED has better thermal characteristics (at least from the da tasheet).
In general, the product is supreme, the channel is king, and the brand is upgraded. Our advantage is not in mass production, but then large-scale dumping at low prices.
Our current situation is that the price is high, the quality is medium, the product has no features, and there is no brand feature. Therefore, our position and situation in the market is very subtle. In the market, if you want to open up the market, you must avoid the homogenization competition. You must make the product a little special. Then you have to develop a LED bulb to carry out large-scale production and sales.
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