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Survival strategy of LED e-commerce: product differentiation and channel diversification

2013-08-27 12:00:00
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In 2013, the penetration rate of LED lighting has rapidly increased from less than 3% in 2012 to 6%. In 2014, LED lighting will accelerate to replace traditional lighting. Obviously, LED lighting industry is entering a period of rapid growth.

At present, LED lamps have mainly replaced energy-saving lamps. When to realize complete replacement is of concern. A person in charge said that the market demand of traditional business is expected to decline by 15-20% in the next three years, of which the decline of traditional lamps will be faster than that of light sources. As for the end of market demand, it should not disappear completely in recent years, at least after 2020. Traditional lamps and LED lamps may coexist for a long time.

According to Jiuzheng building materials network, the service life of LED products is more than twice that of energy-saving lamps, which will affect the demand of the replacement market to a certain extent. Obviously, this factor mainly affects the light source market, which currently accounts for about 20% of the whole lighting market. Therefore, under the current trend of rapid rise in LED penetration, the factor of long LED life has little impact.

Products of led enterprises should be differentiated and channels should be enriched

In the future, LED products may be similar to consumer electronics, but at present, LED products in the domestic market basically only meet the original lighting function. In the future, LED lighting will develop towards intelligent products, so as to further expand the application boundary of LED lighting.

In the next few years, simple intelligent control products will be applied first.

Traditional channels such as specialty stores and agents are becoming more and more "money burning", and e-commerce channels have become a new battleground. At present, the proportion of e-commerce channels in the domestic lighting field is about 7%. In 2014, the company's revenue target for e-commerce is not high, between 20-30 million yuan.

In the future, the concentration of the LED industry will be higher than that of the current energy-saving lamp market, but it will not be as high as that of the current household appliance industry, because the air conditioners used in homes, offices, hotels and other places have little difference in terms of products, but the lighting products in these places are relatively different.


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