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Nowadays, the development of LED lighting is showing a flourishing trend. Whether it is a high-end large-scale lighting store or a street-side hardware lighting stall, the LED figure is everywhere, and even a small shop must put a few LED lights on it. Facade, to express their business philosophy of "advance with the times."
LEDs as a trend for future lighting are naturally not fake, and there has been such a consensus in the industry. But the so-called "the future is bright, the road is tortuous", there are still a few hangs in front of the LED, the price is one of them, especially for the brand LED products, the high price has become the biggest constraint to expand the market.
Low price "victim"
Compared with traditional lighting, brand LEDs are a bit "outrageous". According to the investigation by the reporter, the price of the medium and high-grade T5 28W energy-saving lamps is about 30 yuan, while the corresponding LED light strips are at the price of 80 pieces; the traditional 8-lamps cost only 200 pieces, corresponding LED downlights. However, it has more than 400 pieces; the market price of a traditional table lamp is only a few dozen pieces, while the LED table lamps of the first-line brands like Philips and Opt have a minimum of two or three hundred dollars.
If the innovation of technology brings about the product price multiplied, consumers are certainly not willing to buy it. Which manufacturer has repeatedly boasted about how good the energy efficiency of LED is.
Compared with the distress of the brand LED, the ordinary low-end products are another world. Zhang Yitong admitted to the reporter that after several price cuts, the price of low-end LED products is not much more expensive than traditional lighting, and some products can even sell lower than traditional lighting products.
According to him, the LED products he represented mainly come from the domestic brands of Guzhen, the price is relatively low, and the customer acceptance is strong. "Customers are most concerned about the price level, quality is not the most important. Besides, LED is nothing more than those electronic components, the technology is relatively mature, brand LED is also good, ordinary LED is good, no one is better than quality. How much better."
The brand LED is affected by the high cost of materials cost, publicity expenses and channel construction. It is always difficult to let go of the product price, resulting in low cost performance. This has been robbed by the low-end LED products. Most of the LED market. The profit-oriented strategy of brand LED is difficult to carry out effectively in the domestic market where “cheap is the kingâ€.
Engineering "dependency"
Although the brand LED is not very satisfactory in the terminal channel, it is good to have another magic weapon - engineering channel. Not sensitive to the price of LED products, engineering customers who focus on brand and quality have become the first choice for brand LED companies.
At present, the demand for government public works and large-scale commercial sites, the government is not bad, the boss is not bad money, will not care about the price of the product, but pay special attention to product quality; moreover, their demand for energy saving is more urgent It is hoped that LED lighting will reduce energy consumption costs and recover investment in the short term.
"Currently, LED product testing methods are flawed, and product quality relies heavily on brand protection. In addition, these big brands like Philips do have their advantages in terms of shipment stability. Therefore, combining these factors makes engineering customers international. The brand's LED products have a strong tendency to choose. As for the effect of the selection, they will not consider too much," said Shi Chaoyang, deputy director of the National Semiconductor Lighting Product Quality Supervision and Inspection Center.
Under the current situation that the domestic LED terminal market is not mature, the engineering application field can indeed be the mainstream direction of brand LED product sales. And the engineering project is like a threshold, which can keep those low-end LED products out of the door.
"Engineering projects are just a stepping stone for brand LEDs entering the market, not a way out." Shi Chaoyang gave the industry a wake-up call.
"Compromise" to the price
The field of lighting has never been a high-tech "holy land". Popularity and civilians are its true colors. For manufacturers, relying on technology to open the door to the market is just a gimmick. It is king to occupy the market with price.
In terms of objective conditions, as more and more traditional lighting transformations join the LED camp, the survival competition in the LED industry will become increasingly fierce in 2013. In addition, the product homogenization phenomenon in the LED lighting terminal market is serious and the price is chaotic. It is necessary for brand LED companies to lower product prices, reposition product prices, and reshape price systems to increase price advantage.
The price cuts from upstream chips have brought good news to terminal applications. According to the statistics of the High-tech LED Industry Research Institute (GLII), the average price of China's white LED low-power chips fell by 31% in 2012, the average price of high-power chips fell by 33%, and the average price of medium-power chips dropped the most, by 40%.
In addition to the decline in the cost of materials in the upper and middle reaches, brand LED companies should also make great efforts in leveraging the advantages of large-scale production capacity and optimizing distribution channels to achieve “open source and reduce expenditureâ€, reduce cost and increase production efficiency.
The price should be the advantage of the entire LED industry, rather than the "killer" of low-end counterfeit products to challenge brand products. 
[Source: Gaogong LED's "LED Lighting Channel", 2013, Issue 4 (Total Issue 40) Reporter / Li Jingyu] " LED is a big trend, like LED lighting products sold in my store can account for about 60%. I myself have also found a company in the ancient town to create my own brand." Zhang Yitong, a wholesaler of hardware lighting in Longgang, told reporters.