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| China lighting industry opportunity for change |
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In March 15th this year, Chinese Lighting Electric Appliance Association held in Beijing the "green lighting consumption? Lead low carbon life" theme activities ceremony, China Lighting Electric Appliance Association chairman Liu Shengping said, according to the "Chinese phasing out the incandescent lamp road map", in October 1st this year, will ban the import and sale of 60 watts and above average lighting with incandescent lamp. Wash out incandescent lamp has entered the countdown, incandescent lamp exits the gaps left by the market, both for the energy-saving lamp and LED lamp, is a There was no parallel in history. opportunities, how to quickly position in this industry change, become a category leading brands, both test of factory production research and development ability, but also the marketing of wisdom the competition.
Have sufficient financial reserves to meet market. We doubt about LED lighting "explosive growth". First of all, consumers will not deliberately lose to buy incandescent lamps, LED lamps. They are only in incandescent lamp is broken, need to replace the new lamp will go to buy LED lamp. In view of the price of LED lamp is the incandescent lamp 10 times, take the initiative to buy even more difficult.
Lighting industry Chinese obviously have to prepare for the LED lamp has put a lot of cost of sales. But the effect is not apparent in the short term, the vast majority of consumers will usually have a "incandescent lamp surplus", not specifically to spend a lot of money to buy the LED lamp. In American is such, even if consumers are recognized in the long run it is a thing of the advantages outweigh the disadvantages, but they did not spare the incandescent lamp away home, replace the LED lamps or energy-saving lamps.
Of course, in a very long time, consumers will gradually with the LED lamps or energy-saving lamps to replace incandescent lamps, it can save much energy. The power consumption of a LED lamp only equivalent to 1/6 incandescent lamp, and the service life is 40 times of the latter.
If the other charge lamp used in account, a LED bulb compared to equivalent incandescent lamps, for America consumers save 10 to $25 per year. But we all rush on like a swarm of Hornets the incandescent lamp replaced? In America did not happen, and we think China consumers never do.
If we Chinese operating a LED company, our first priority is to make sure we have enough financial reserves to wait for the market. Too early to put in a lot of marketing costs would be a mistake, or first best market development.
Focusing on a niche market areas than full range. It is so in almost every category of products. But in the lighting products, there is another consideration. As more and more companies trying to enter the field of LED, distribution will be a big problem. We believe that the early LED sales are not high, no retailers want to reserve more than two brands of products.
Therefore, for a LED company, focusing on a particular segment of the market area is perhaps better direction. For example, for the super stores may be a feasible direction. Or for the hardware store, or for Home Furnishing decoration market.
If the company does not have the resources to launch a marketing campaign, so another way is probably to a main distribution channel production "own brand" LED lighting products. Although its price to than other mainstream manufacturers of low, but LED the lamp itself the price more expensive than other products, similar products in the low price will appeal to many consumers.
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