First, the sales market
Through recent visits to 10 supermarkets, a building materials supermarket, a supermarket electrical appliances, lighting and 10 franchise stores, the current sales of LED lighting market has the following characteristics:
1. LED lighting products terminal sales are currently limited to only a limited varieties on the market: flashlights, lamp, night light, headlight, camping lamps. Among them, in addition to LED flashlights have a supply on most supermarket shelves, other varieties only part of supermarkets and specialty stores. The LED lamp, highlighted by a number of pieces of ordinary LED, its brightness is limited, basically can not be used as reading lights.
2. The above varieties available in the market and the price compared to traditional lamps, the difference is not obvious. So we were able to quickly enter the terminal market.
3. Sales of LED lighting products do not fully understand. Most ordinary consumers LED is ignorant. In different market sales of products which are to present to the same one or two brands. Visible is the result of the efforts of a small number of manufacturers, and consumers passively accept only very limited information.
4. When it comes to high-power LED lighting and other lighting lighting category, the majority of domestic sales showed no particular interest, reacted strongly to its price, considered unacceptable.
Second, the supply market
Through more than 10 LED manufacturers conducted a thorough investigation, to supply LED lighting market analysis, we have the following characteristics:
1. Almost all the LED manufacturers have to export-oriented and domestic sales is almost zero.
Which export part, on the US market as the leading, followed by the European market. It is a few market share is very small.
2. LED manufacturers of LED lighting products are the main types: high power LED spotlights, high power PAR Spotlight, Common bright LED bulb, LED light bar and modules, LED rope light, bright LED common lamps, including high-power LED spotlights the most popular, almost all LED lighting manufacturers are producing. There 1X1W, 3X1W, 1X3W. Prices average about single 1W or 3W USD 9.0-12.00, three 1W USD various manufacturers of the product shape differences 13.0-15.0. Small, but significant quality difference.
3. The domestic manufacturers have chosen the main chip: SEOUL (KOREA), EDISON (TAIWAN), CREE (USA), LUXEON (USA), PROLIGHT (TAIWAN), HANDSON (CHINA)
4. Although the past two years, export sales increased year after year, but, basically orders is not great. It has not yet entered into mass production status.
5. The past two years, the number of domestic manufacturers to increase rapidly. Increasing competition, and because of the lack of product differentiation, so that the whole industry to advance into the price competition stage.
At the same time, through a number of shopping malls, hotels, restaurants on-site observation, and now they are still used in lighting energy-saving lamps, MR11 / MR16 halogen lamps and traditional bulbs based. Almost do not see a use of LED lights. However, some of the new plaza, residential, public places, you can see the LED lights and buried LED lamp. However, LED buried lights can often be seen due to insufficient water resistance and produce condensation on the glass, some can not even light up properly. And because LED Lamp LED brightness is not enough, the projection is very limited. Life issues and brightness problems are two major problems plagued consumers. The building's exterior wall decorative lights, contour lights and bridge lights, the use of the LED is very extensive. Almost all new projects are based on LED decorative landscape as the main body, colorful, varied, have very good results.
Fourth, market opportunity analysis
Combining the characteristics of the supply market and sales market, the overall situation of the current domestic market is as follows:
While in the field of decorative LED, LED has the characteristics of other materials can not be replaced, has basically been recognized. However, LED general lighting, although currently the industry expect it filled, but in the end consumer market is still in a process of enlightenment stage, especially in terms of general consumer groups, to get the LED lights into people's homes also need a long process. The price factor will become a primary bottleneck in domestic consumption, is currently on the MR16 spotlight, according to the current cost calculation, the final price to consumers will be more than RMB 100, while the price of a conventional MR16 halogen but RMB 8 about yuan. if the price dropped to traditional lighting can within 2-3 times, I am afraid that this alternative will be difficult to achieve. After all, China is still in the era of extensive economic, energy and environmental awareness is still weak. However, to a substantial decrease in cost, the first requirement is technically a big breakthrough. 1) to further improve the high-power LED luminous efficiency, reduce the number of light source to reduce costs. 2) to find a new way of cooling. The current use of aluminum heat, the cost is very high. The higher luminous efficiency and the future, the cost of the heat dissipation member will follow growth. 3) LED optical lens technology as the industry secrecy, only a few manufacturers, so the price is high. Therefore, the fate of LED lighting manufacturers can be said to hold in the hands of its upstream material suppliers. While it was expected two years --3 Year - five years, showing that the opportunity is there. But we need to think about is: when is the best time to enter the domestic market? How to make us stand out from the plethora of manufacturers? How to make our product differentiation to avoid pure price competition? The strength of our technology embodied in the form design or electronic design? How to find and money and beautiful cooling solution? ......