How to expand the sales channels of LED lighting
The concept of low-carbon life is deeply rooted in the hearts of the people, and LED light sources are very popular. Liang Bingwen, chairman of Suzhou Naco Display Technology Co., Ltd., published the title "How can LED light sources enter the general lighting market", describing the current status of LED light source technology and product development, and comparing the performance, price, and cost performance of LED light sources with traditional light sources. Compare. It is pointed out that although LED is a new type of light source, for applications and traditional markets and products, it is almost necessary to pass through traditional market channels to have the opportunity to establish and enter the market through new channels. The insightful views have attracted widespread attention from the industry.
As the new and most potential light source, LED has attracted more and more attention. From the early days, LED was only used as an ordinary indicator light, used in home appliances such as televisions, tape recorders, etc. Today, it is widely used as outdoor display, traffic signal, car tail light and landscape lighting, as well as street lighting and lighting. The large-size LCD backlight source has gone through almost 20-30 years, and its rapid development is obvious to all. Especially the expectation that LED will enter the general lighting market in 5-10 years has affected countless excited hearts. There are many people with lofty ideals who want to make a contribution in this regard, or participate in this historical torrent. It is precisely because of a large amount of manpower and material investment that LED lighting technology and the market have developed extremely rapidly in recent years.
LED lighting technology and product status
The luminous efficiency research and development index of high-power LEDs has reached 161lm/W, while the luminous efficiency of productive LEDs is mostly in the range of 80-120lm. Lighting products include not only LEDs, but also drivers and lamps. At present, the price of LED lighting is very high. Take the three-watt LED cup lamp as an example, its luminous flux is 120-200lm, and the price is nearly 80-100 yuan. The general halogen cup lamp, the luminous flux of 20W is about 320lm, and the price is about 2-10 yuan.
Comparison of LED light source and traditional light source
LED as a lighting product, one of the biggest weaknesses is that the luminous flux and cost are almost linear. This makes the cost of the LED light source in the high luminous flux range very high and low cost performance. Therefore, in the early stage of market promotion, the application market of low luminous flux should be considered first, such as the application demand of 200-800lm. This range of luminous flux corresponds to approximately 3-15W of electric power at the current level of LED luminous efficiency.
How does LED light source enter the general lighting market
For the traditional lighting application market, LED light sources cannot escape existing sales channels. Because no matter what kind of new light source you are, as long as the target customer is the same, the process the product goes through from the manufacturer to the user should be the same. At present, the most consideration is how to replace existing light sources, including incandescent lamps, cup lamps, compact fluorescent lamps and linear fluorescent lamps, and the sales channels for these light sources have been formed and fixed. Therefore, the LED lights that replace these light sources must pass through these existing sales channels. The sales driving force of these channels mainly depends on price, reputation and service. The market channels of various lighting sources may be different. Take the sales of indoor lighting products, for daily consumption products, such as energy-saving lamps, lamp cups, bulbs, torches, etc., their dominant channels include the professional lighting market, Building materials supermarkets, consumer supermarkets, convenience stores, hardware stores, online direct sales, etc., while the hidden channels are property management companies (home and commercial), municipal companies, etc.; for home lighting products, such as ceiling lamps, wall lamps, Table lamps, floor lamps, kitchen and bathroom lamps, children's lamps, mirror front lamps, low-power local lighting products (downlights, spotlights, grille spotlights), etc. The dominant channels include professional markets, building materials supermarkets, home appliances supermarkets, and furniture stores Online direct sales, while hidden channels are home improvement companies, group buying (on-site promotion meetings, online group buying), electricians (installation companies and decoration teams), etc.; commercial lighting products, such as downlights, spotlights, grille lamp panels, metal halide Lights, etc., its explicit channels include professional markets, while hidden channels include home improvement companies, tooling companies, design institutes, electricians, property management (home and commercial), advertising companies, exhibition design companies, lighting design companies, etc.; functions Lighting products, such as eye protection lamps, Yuba lamps, etc. The obvious channels of eye protection lamps include professional markets, building materials supermarkets, consumer supermarkets, bookstores, optical shops, furniture stores, home appliances stores, children's goods stores, school stores, and vision care products. Stores, online direct sales, its hidden channels include ophthalmology hospitals, parent promotion meetings (joint health product promotion, such as back-to-back Jia, myopia treatment equipment), etc.
in conclusion
LED as a lighting source, due to its high cost, it is currently difficult to enter the mass market by relying on the advantages of light efficiency and longevity. However, with the support of the government, some government demonstration projects can be done in the form of promotion projects to drive product sales, such as the current led street light project. To open up the general led lighting market, the first consideration should be the application of low luminous flux. When the technology is mature and the price is appropriate, the application market of high luminous flux lighting lamps will be promoted. In addition, we must pay attention to the understanding and acceptance of LED lighting sources in existing lighting channels, because most of the alternative light sources will enter thousands of households through existing market channels. While the rapid development of LED light sources, there are also challenges, which will be witnessed by time and results.
