Internet + era LED lighting products "price war" into the industry normal

This market research luminaire refers to LED lamps. The store price survey time is June 6, and the e-commerce price statistics time is June 18. The store survey selected lighting cities in Shenzhen Futian, Luohu, Longgang and other places; e-commerce statistics selected the country's two largest e-commerce platforms Tmall and Jingdong. Due to the variety of lamps and specifications, and the specifications are not uniform, based on the original data, the most commonly used bulbs 3W/5W, downlights 2.5 inches / 3 inches, panel lights 300 * 300mm five products for price summary. In the brand, Philips and Panasonic selected two international first-line brands, domestic NVC, Foshan Lighting, Sanxiong Aurora three traditional lighting brands and Mulinsen an emerging LED brand for data aggregation. Each product depicts a graph comparing the store price and e-commerce price of each brand. 1. The price reduction of LED lighting products has become the norm in the industry. In the future, the price war will still be stabbed and the knife will see blood. It can be seen from the survey data that the price difference between the international brand Philips and the domestic brand is not too large. For example, in the store, the price of the Philips bulb is only twice that of the NVC; on the e-commerce platform, the price of the Philips bulb It is in the same data range as many domestic brands such as NVC, Foshan Lighting, Mulinsen, and Sanxiong Aurora. These LED companies are steadily and consistently in terms of product prices, indicating that in the fierce competition, in order to seize customers, whether it is upstream manufacturers or midstream operation centers, and then downstream dealers, they are working on price. In particular, the LED bulb market is currently the market for the most bloody cut throat in LED lighting. Since the beginning of this year, the price war has intensified in the LED lighting industry, and has even become the top priority of the vast number of lighting companies in the market. Not only is the price of the above-mentioned bulbs competing in the same position, but since the end of May, Foshan Lighting, Op, Mulinsen and Philips have been extremely fierce in fighting the price of LED T8 lamps. Among them, the international brand Philips 18 yuan, Op 9.9 yuan, Foshan lighting 9.9 yuan, Mu Linsen 8.8 yuan, the price has reached 10 yuan. According to media reports, the international lighting manufacturer Philips launched a bloody price of 5 US dollars for 2 bulbs in the North American market in May, which caused the industry to be shocked. The supply chain said that with the terminal price of two US$5 in the North American market, the profit of the store and the brand will be deducted. The ex-factory price of the 60-watt LED bulb is $1.50 per unit. This price supply chain is not impossible. Zhang Yufeng, secretary-general of China National Electric Association Branch, believes that there are more than 10,000 LED lighting companies in China, and the quality of the products is mixed. The price war will continue to be played. 2, Internet + concept is popular, LED product marketing model is changing, innovation. The graph of the store price and the electricity price shows that the same product's electricity price of the same product is generally 30% lower than the store price. Compared with store physical stores, e-commerce platforms do not need high store rents, online store handling fees are much lower than physical stores, and online stores can directly market to the majority of Internet users at the same time, the consumer groups are huge, and can be reduced Some cumbersome links in the traditional sales, these factors have greatly reduced the cost of sales, and achieved large sales, which in turn prompted the price to become cheaper. The smoke of the LED price war is also pervasive on the e-commerce platform. The social, synchronic and immediacy of the Internet makes it inevitable for all LED companies to compete on the same stage. No matter whether the company is willing or not, it is in fact involved in this war and cannot escape. The Internet's platform model and thinking have changed the loneliness of LED companies or dealers to fight alone, making the atmosphere of war more concentrated and larger. The e-commerce platform is not a paradise for price wars, but one of the main battlefields. However, we must also see that the new channel of e-commerce is the beginning of the exploration of the new marketing model of LED industry. The traditional marketing mode will gradually change, which is conducive to the development of LED industry and the leap of enterprise management. In May, the EDS member mall model of the Taikoo Lighting Plaza in Zhongshan Ancient Town and the 77 magic lights that were unveiled during the Starlight Summer Purchasing Festival are typical industrial e-commerce platforms recently built by LED companies. This is the integration of industry resources by the industry e-commerce platform, and thus the impact on the future of price wars is worthy of attention. 3, when the price war is gradually drifting away, the LED industry will see the rainbow after the bloody rain. Compared with traditional light sources, LED lamps have the advantages of low energy consumption and long service life, but their high prices have always been an important reason for their demand explosion. The survey data shows that the price of 3w LED bulbs of domestic brands such as NVC, Foshan Lighting, Mulinsen, and Sanxiong Aurora has fallen below 10 yuan, and the price of international big brand Philips has dropped below 14 yuan. The price war has pushed down the price of LED lighting products, and the LED lighting market space will become larger and larger, which is expected to replace the energy-saving lamps and become fully popular. Su Feng, chairman of the Taiwan LED Lighting Industry Alliance and chairman of Lunda, said that LED lighting will maintain strong growth momentum in the second half of next year and next year, mainly because prices have fallen to acceptable levels for consumers, and price reduction will drive penetration. Liu Qichao, deputy general manager of Guangdong Zhaoxin Lighting, believes that LED lights are now affordable for ordinary people. Some indoor LED lights are almost the same as traditional energy-saving lamps and fluorescent lamps. LED lighting has already become popular in the civilian market. Necessary conditions, this also really means the full popularity of LED lighting. It is understood that the traditional lighting giants NVC, Opus and Foshan Lighting are actively deploying the civilian market, of which Foshan Lighting is the main market. A number of industry sources said that this year is the first year of the LED civilian market, and the civilian market will become the largest market in the future. Some institutions predict that the overall market for LED lighting in 2013 will be only 11%, and it is expected to reach 35% in 2020. The essence of the price war is the internal reshuffle and integration of the LED industry. The role of the price war strategy for the competition of LED companies, some analysts believe that by expanding production capacity to control costs, and then use the low-cost strategy to seize the market, this will not be the way out for LED companies. If LED companies want to win, they must make efforts in product differentiation. Upstream chip manufacturers can temporarily maintain a certain favorable position because of technical barriers. Midstream packaging plants must infiltrate downstream applications and increase the diversity of their products. It has a place in the fierce competition. In the past few years, LED industry investment has been fierce. Among them, blind fans and speculators from financial subsidies have led to uneven development of LED companies. Even a small workshop can produce LED lights, and the quality of their products is worrying. After the wave of fanaticism, the LED industry has now entered a more rational and deep development period. Resource integration, structural adjustment, and industrial upgrading are imperative. The price war is an important way to integrate the resources of the LED industry with the market as a lever. Through the survival of the fittest and the big fish to eat small fish, the backward enterprises will be bankrupted and the outstanding enterprises will grow, thus achieving the rising, benign and orderly development of the LED industry. The LED industry can be in the rainbow after the price war.

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