LED prices into the bottleneck of the industry development price decline is imperative

In recent years, LED lighting has gradually developed into a major branch in the lighting industry. The number of participating companies is increasing and the overall scale is also increasing. With the gradual development of LED lighting fixtures, LED lighting fixtures have gradually replaced some traditional lighting products in public lighting such as lighting engineering auxiliary lighting. However, the dismal appearance of the semiconductor lighting show held in Shenzhen on October 14 this year seems to indicate the current consumer-level dilemma.

He Zaihua, a senior research fellow at China Investment Consulting, pointed out that high prices should be the biggest obstacle for products to be recognized by consumers. Most of the current products are more than 100 yuan, and it is difficult to reach consumers. Although the use of products is more extensive, Most of them are concentrated in public places and are usually purchased by the government. If they are accepted by the general public, there is still a certain amount of room for price reduction. With the further expansion of chip production capacity, price decline is an inevitable trend, and corporate profitability will be greatly reduced.

Excluding price factors, product quality has also plagued the current consumer market. The concept of energy saving and environmental protection is empty, taking into account other factors and stability of the product, and it is difficult to compete with other high-end lighting brands. Because there is no unified market standard, the level of development of enterprises in the industry is uneven, the quality of products varies greatly, the industry competition is chaotic. This has seriously dampened the enthusiasm of the market, destroyed the newly established market recognition, and at the same time affected the corporate brand image. It is difficult to achieve a true marketing management by establishing a low level of concentration.

Zhang Zhenlin, research director of China Investment Consulting Co., Ltd. pointed out that for a new type of product to open the market, it needs a stage of acceptance. During this period, the marketing mode will directly determine the market size of the product. Existing LED lighting products have not yet formed a relative Independent sales channels and models are mostly incidental to sales in shopping malls. Pure government procurement does not achieve the desired results. More often, it requires a diversified sales model. If it complements government promotion, it will promote the entire product. Lay a good foundation.

According to the "China Semiconductor Lighting (LED) Industry Investment Analysis and Forecast Report 2010-2015" released by the China Investment Advisor, as a representative of new energy-saving lamps, the broad market prospects of LED lighting can not be ignored. The threshold for entry into the LED lighting industry is too high. Only companies with sufficient capital and leading technology can enter this field. The price of LED lighting terminal products is too high, leading to the market's inability to grow explosively; the industrial chain is too long, resulting in a long product development cycle.