The price is too high, the terminal does not know the Nanjing market LED bulb light is cold
[Source: "High- tech LED- lighting market" November issue reporter / Li Shuiwen]
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As we all know, incandescent lamps are gradually withdrawing from the market, and the widespread use of LEDs has become a trend. Recently, the "Lighting Market" reporter visited Nanjing major building materials market to understand that although LED bulbs have good "environmental protection, energy saving" and other characteristics, but the sales in the terminal market is still not improving, the market share is very small. The industry believes that LED bulbs still have shortcomings such as high price and low brightness, which directly affects their survival and development in the future lighting market.
status quo:
a wide range of brands
Due to the huge demand for domestic LED lighting market, LED lighting companies at home and abroad have been deployed in the national building materials market. The reporter saw in the major building materials market in Nanjing that there are many LED bulb brands. The main well-known brands are Dehao Runda, Changfang, Myers, Guoxing, Qinshang, Qiyi, Shifu, Sanxiong Aurora, Lake. Dozens of Langshi, Sidon, Philips, Sunshine, etc. At the same time, there are no less than one hundred low-end inferior LED bulb brands. A wide variety of brands and products are hard to choose.
Engineering
At present, LED bulbs are used in engineering, not only can be "energy-saving, environmentally friendly", but also dimmable, to meet the needs of a variety of places.
In this regard, Nanjing Jinqiao Market, the general agent of Milmick Lighting, said that "LED products are high-tech light source products, can create a variety of lighting atmosphere and trend of peers and consumers with shopping motives, giving commercial stores more imagination Power and inspiration to help businesses create a pleasing shopping environment that greatly enhances brand influence."
Although LED bulbs have surpassed traditional incandescent lamps and energy-saving lamps in terms of “energy saving, environmental protection, and technologyâ€, there are also market players that reflect a series of problems and deficiencies.
"LED bulbs are not as bright as energy-saving lamps, or traditional metal halide lamps, so the use of LEDs in large areas does not reach the lighting effect. Generally, we recommend customers to use traditional lighting and LED lighting in order to satisfy customers." Shi Zhiguang general agent Hu Zhiqiang told reporters.
Chen Dongfeng, general manager of Nanjing Changjiang Decoration City, pointed out that “the environmental significance of LED is still quite good, but from the engineering design point of view, energy saving and cost are the primary considerations in the market. Therefore, reducing the engineering cost of LED can be done in engineering. Get more widely used."
Insufficient sales
Chen Dongfeng said, "According to relevant state regulations, since October 1, 2012, domestic imports and sales of ordinary lighting incandescent lamps of 100 watts and above will be banned, which indicates that incandescent lamps are gradually withdrawing from the lighting market. Sales of incandescent lamps in our stores Compared with the past, the sales of energy-saving lamps are almost the same as before, but the LED bulbs have increased by 50% compared with last year's sales.†Nanjing Jinsheng International Home Huaqiang Lighting Xue Zong told reporters, “At present, we have the best sales among LED bulbs. LED wax tails and sharp bubbles placed on crystal lamps, they will account for 80% of the total sales of LED bulbs, and the average LED bulbs are sold very little. Secondly, LED bulbs are mainly based on engineering. Mainly, this piece has not been used on a large scale at home, because the price is too high. Therefore, LED bulbs cut into the lighting market at a moderate price under the premise of ensuring quality, which is crucial for some LED lighting companies to open the terminal market."
Cause:
The price is too high
At present, the market LED bulbs have dropped by 20% compared to last year's prices, but consumers still feel that they are artificially high. For example, Mulinsen's 3 watt LED bulb purchase price of 10.7 yuan, sold to consumers is about 22 yuan, while Foshan lighting a 25 watt incandescent lamp is less than 3 yuan, an ordinary 8 watt energy-saving lamp is also priced at 8 yuan . In comparison, the price of LED lamps with the same power wattage is 2.7 times that of energy-saving lamps and more than 7 times that of incandescent lamps.
The prices of some high-end LED companies are far too high. The reporter visited the Nanjing lighting market and learned that such as a 5 watt LED bulb, the price of the Dehao Runda market is more than 110 yuan, and Myers is more than 70 yuan. Diligently, it costs about 70 yuan. Buying an equivalent wattage of energy-saving lamps is only 15 yuan, the price difference is 5-7 times, it is obvious that consumers will make choices.
In Nanjing, more low-end inferior LED bulbs flood the market, there are 3 watt bulbs with a price of 5.5 yuan, the price is about 13 yuan, but such products are 3 5 2 8 patch production, brightness and The illuminance is very low, the light decay is also obvious, and it has been scrapped in less than two months. After many consumers have used it, they have lost confidence in LED products.
The reporter learned in the market that the price of 5 watt LED products that consumers really want to buy with confidence is generally around 70 yuan. It can be seen that the high price of LED products is an indisputable fact.
Zhao Ming, general manager of Nanjing Wuzhou Decoration City Geeneng Lighting, believes that “because LED is an emerging product, it is inevitable to enter the market at a high price. At the same time, the LED product line of China is relatively simple, and there is no scale in production. Supporting sales, so the price of the product is naturally high."
How to reduce the price of LED bulbs. Zhao Ming pointed out that in order to lower the price of LEDs and realize the "civilian price", domestic enterprises also need to achieve large-scale production, further enhance product technology, and break the monopoly of foreign companies on chip core technology, so as to effectively reduce costs. Quickly open the domestic LED market.
So, what is the price that consumers can accept for LED products? Many LED manufacturers in Nanjing unanimously believe that "only the price of LED bulbs is generally lower than the current price of energy-saving lamps, or more expensive, more ordinary consumers can buy and use, LED bulb market Will it be popularized in large numbers, when LED lighting companies will also seize this market cake, this situation is likely to appear within three years."
Terminal does not know
LED products have been very hot in the terminal market in recent years. Many merchants also know that LED products are the future development trend. At the same time, I believe that LED products can earn money, but in addition to knowing LED products "energy saving, environmental protection", other products Knowledge of technical or technical expertise is almost a blank. The reporter found that at least half of the businesses in the Nanjing market do not understand LED products, let alone the technical knowledge of LED products, such as technology, light distribution and parameters.
In this regard, the industry pointed out that because LED products have just emerged in the market, the development speed is very fast, some LED manufacturers are eager to lay out the market, but lack of training on the knowledge of merchant products, resulting in a vague understanding of LED products.
This also directly leads to the end consumer's lack of understanding of LED products, and most people's consumption concept also stops on energy-saving lamps or incandescent lamps. Gao Minglu, general agent of Nanjing Sidon Lighting, pointed out that “more consumers will habitually purchase traditional products, and the acceptance of emerging products will be relatively slower, especially in the face of expensive LED products, which are not willing to be the first to eat crabs. People."
Gao Mingzhen believes that consumers need a process to accept emerging products. When they buy LED products, they stay more in comparison with price and product technology. Generally, they will not be used in large areas. In general, they are in a state of slow trial and experience. . 
