Non-replacement lamps born LED bulbs face new marketing challenges

So far, various lighting companies have been devoting themselves to the LED light bulb business. They have fiercely competed for the E17 light bulb lamp outlet market, such as the E17 and small xenon bulbs that are used quickly for ordinary light bulbs. In the future, this kind of competition will continue. However, manufacturers will also continue to work on the direct-lighting fluorescent lamp G13 and the ceiling lamp business for installing lighting fixtures on the ceiling. The goal is to replace straight fluorescent lamps for office buildings and circular fluorescent lamps for home use. However, LED light bulbs can only be determined by the price and specifications. The straight tube LED lights also need to be transformed by the installation of lighting fixtures, etc. LED ceiling lights need to carry out product planning to improve product appeal to make up for Higher prices. It is estimated that different companies will compete with each other in LED light bulbs.

The background of the major lighting manufacturers' efforts to turn from LED light bulbs to straight-tube LED lights and LED ceiling lights is that each company's LED light bulb product lineup is very rich. In addition, in the case of straight tube type LED lamps, the Japanese Bulb Industry Association has set standards, which has prompted large lighting manufacturers to launch more products. Therefore, Matsushita Electric Works, Toshiba Lighting Technology, Hitachi Electric, NEC Lighting, and Mitsubishi Electric Osram and other companies have exhibited straight tube-type LED lamps supporting the same standard at this year's lighting show.

As a ceiling lamp for home-use lighting, various manufacturers are accelerating their efforts to expand the product lineup in order to realize LED-based lighting after the light bulb. In addition to major manufacturers exhibiting existing products at the lighting show, Toshiba Lighting Technology also exhibited new products and development products, and Hitachi Electric also exhibited LED ceiling lamp trial products. However, it is estimated that the competition focus of various manufacturers on direct-control LED lamps and LED ceiling lamps will be different from that of competing LED bulbs. The LED bulb is a consumable replacement business that replaces the incandescent light bulbs installed in lighting fixtures. The sales model also uses the sales model of the retail store. Moreover, its competitiveness basically depends on the specifications of individual products such as price and brightness, and manufacturers are more at ease.

However, this is not the case for straight-through LED lamps and LED ceiling lamps. Straight-tube LED lamps are used to replace the consumables of straight fluorescent lamps, similar to LED bulbs. However, due to the different standards, lighting fixtures must be remodeled. Therefore, it is not possible to adopt a sales shop sales model. The existing equipment needs to be retrofitted with the components prepared by the manufacturer, and then the straight tube type LED lamp is installed. Cooperation with construction companies is also very important. In addition, although the product has been standardized, the power supply circuit is mounted on the lighting fixture end, and thus the performance may be changed due to incompatibility between the power supply circuit and the straight tube type LED lamp. In other words, only straight-tube LED lamps are considered, and the cost and performance of lighting fixtures cannot be determined.

LED ceiling lights are not simple either. This product is similar to an LED light bulb in that it can be purchased and easily installed by a consumer from a grocery store. However, LED light bulbs are only light source components, and LED ceiling lights are products that integrate light source components and lighting fixtures. The demand point of LED bulbs is that they have the advantages of product life cycle cost (the cost of purchasing the bulb within a certain period of time and the electricity cost when turning on the lamp) is lower than that of the incandescent bulb, so the market is expanded, and the LED ceiling lamp is brought by the price of the lighting apparatus. Heavy burden, product life cycle costs are difficult to reduce. Moreover, it is not easy to push down the price of LED ceiling lamps.

The reason for this is that the lifespan of the light source part LED of the LED ceiling lamp and the lighting fixture is basically the same, and therefore it cannot be expected that the replacement part market will expand. Among the LED ceiling lamps that have been put into production by various manufacturers, many products are not based on the premise of replacing the light source parts.

Various lighting manufacturers through product planning, for the ceiling lamp to increase the thin, dimming and color adjustment features such as traditional ceiling lamps do not have, in order to expand the LED ceiling lamp market. For large lighting manufacturers, this means that they will lose the market for replacement parts such as circular fluorescent lamps used in traditional ceiling lamps. From this point of view, simply reducing the price of LED ceiling lamps will reduce the overall market for ceiling lamps, including ceiling lamps and replacement parts.