LED lights how to "price breakout" to open the market

As we all know, LED energy-saving lamps as a revolutionary environmental protection and energy-saving lamps, change the previous energy-saving lamps containing heavy metal toxin pollution problems, longer life and other characteristics, becoming the next generation of mainstream lighting products, but due to the price is relatively expensive, few people are interested.

We look at the same power, that is, when the same wattage, high-efficiency energy-saving lamps are brighter than ordinary energy-saving lamps. In theory, the life span of an ordinary energy-saving lamp is about 5000 hours, and the life of an indoor LED lamp can reach 50,000 hours. In theory, using 5 hours of electricity per day, its life expectancy can reach 27 years.

LED energy-saving lamps break through high barriers

Under the premise that the normal wear and the same luminous effect are the same, an ordinary energy-saving straight fluorescent lamp (15W) and an LED lamp (9W) equivalent to its luminous effect can be selected for comparison. At present, the price of an ordinary energy-saving lamp is about 50 yuan, and the price of an LED lamp is 200 yuan. Calculated by 50,000 hours of work time and Harbin residents' electricity rate (0.51 yuan/degree), the average energy cost of an energy-saving lamp is 382.5 yuan, that is, (15 watts x 50000 hours)/1000 x 0.51 yuan = 382.5; consumption of LED lamps. It is 229.5 yuan, that is (9 watts x 50000 hours)/1000 0.5 0.51 yuan = 229.5. However, under the 50,000-hour test, ordinary energy-saving lamps need to replace 10 lamps. Assuming that a 50-yuan ordinary energy-saving lamp includes a 25-yuan lamp fee and a 25-yuan lamp fee, the cost of lighting up 50,000 hours is 275 yuan (25 yuan x 10 tubes + 25 yuan = 275); and igniting 50,000 hours LED lights only need 1 inch, cost about 200 yuan. After 50,000 hours of ignition at the same time, the total cost of ordinary energy-saving lamps was 657.5 yuan, while that of LED lamps was 429.5 yuan. From this point of view, one LED lamp will save 228 yuan more than an ordinary energy-saving lamp. The total cost of each room will be doubled.

These data tell us that the performance of LED energy-saving lamps is even better. However, hampering the actual launch of the product, in addition to price, has the following major factors:

1, the market awareness is low

Many lighting dealers are not very clear about this and are familiar with the products they are currently familiar with, and then push expensive new products for fear of danger. At the same time, manufacturers and media have limited education for LED energy-saving lamps, causing consumers to exclude LED energy-saving lamps from the list of candidates when choosing energy-saving lamps.

2, the lack of a trusted professional brand

In China, there are not many professional lighting brands, and there are fewer professional energy-saving lighting brands. Except for NVC Lighting and other brands, other lighting companies have problems in brand promotion and store construction. Most of them were taken by OSRAM and Philips.

3. The level of attention of the relevant government departments is not enough

Since many energy-saving lamp companies still rely mainly on foreign trade and do not do enough public relations and promotion work for relevant government departments, government departments did not consider LED energy-saving lamps when they introduced relevant energy-saving emission reduction and government procurement orders.

4, energy-saving lamp companies fighting each other, the lack of long-term strategy

Many energy-saving lamp companies currently stay at the level of order processing. There are obvious shortcomings in R&D and design, sales force management, brand promotion, operation management, and channel construction. In particular, some companies lack clear goals and positioning. The ups and downs, lack of initiative in the future of market competition, may be eliminated at any time.

As the only professional agency engaged in the promotion of green environmental protection products in the market, Jinxun Consulting believes that LED energy-saving lamps will become the mainstream energy-saving and environmental protection products from the edge of high-end products, which will take 3-5 years. Enterprises with certain strengths and foundations for energy-saving lamps must seize this opportunity to achieve leapfrog development through revolutionary products and must address the following major issues:

1. Establish a Lively and Infective Promotion System

The introduction of LED energy-saving lamps can not only spread through advertisements, packaging, and terminals, but also increase awareness and awareness of potential consumers through event marketing, public welfare activities, and online marketing. Energy-saving lamps are products of low concern, and consumers usually do not care, but once there is demand, or demand is stimulated, it will generate purchase intention and purchase behavior.

At present, the world is still under the shadow of the financial crisis. The Chinese economy is facing the edge of high inflation. All kinds of agricultural products, production materials, and daily necessities will face the possibility of price increases. From the perspective of a more economical lifestyle, LED energy-saving. The promotion of lights not only promotes energy conservation, but also promotes a lifestyle of rational consumption and scientific financial management, linking low-minded products with high-income people's livelihood, income, and financial management, and effectively disseminating them. This requires a series of designs and plans.

At the same time, it can join forces with related environmental protection organizations, such as Greenpeace, Global Village, and the China Foundation, to launch a public environmental protection campaign to promote the concept and performance of LED energy-saving lamps, and launch a wave of lamp replacement and consumption.

In particular, to make full use of the Internet platform to establish its own brand and influence, once some energy-saving lamp companies sent related information to us, and found that the prevalent explanation was not clear enough, and the phenomenon of products selling products failed to communicate with the Internet. Network group attention is linked. Caused the inefficiency of communication, and the problem of not opening the market.

2, to solve the expensive factor

The price of LED energy-saving lamps is expensive, and it is necessary for manufacturers to vividly explain marketing tools, shopping guides and product descriptions. It is especially necessary for families with children and the elderly to make sure that traditional energy-saving lamps contain mercury. Heavy metals, in case of damage to the body and mind caused by crushing, and the fact that 0.5 mg of mercury in an energy-saving lamp can cause at least 180 tons of water to be contaminated.

Let consumers understand that saving money is a means to care for family and the environment. It is worthwhile to spend a little more money.

At the same time, it can cooperate with related financial departments, such as Industrial Bank of Fujian, which is the first low-carbon bank to sign the Equator Agreement. Through financial means, such as the interest-free installment payment model, it can dispel the psychological barriers of consumer purchase and enjoy high in advance. Quality health and environmental protection.

3. Promote government legislation and issue relevant policies

The company promotes the government, especially the energy conservation and emission reduction offices and energy conservation and emission reduction centers around the country through external campaigns and government public relations. It recommends the use of LED energy-saving lamps as key products and incorporates them into the government procurement list, while giving certain subsidies to promote energy-saving lamps. Market update,

At present, the Ministry of Finance and the National Development and Reform Commission jointly issue the Interim Measures for the Administration of Financial Subsidy Funds for the Promotion of High-efficiency Lighting Products, which means that ordinary people can save both money and electricity. According to the “Measures”, the State adopts a unified bidding method to determine the price of high-efficiency lighting products promotion companies and the agreed supply prices, financial subsidies for capital supply to successful companies, and then the successful enterprises sell the goods to the terminal at the price of the bid-winning agreement minus the financial subsidy funds. Users, the ultimate beneficiaries are bulk users and urban and rural residents. The “Measures” stipulates that for every high-efficiency lighting product for bulk users, the central government will subsidize 30% of the supply price for the bid-winning agreement, while urban and rural residents will receive a subsidy of 50%. The industry believes that this move demonstrates the country's determination to save energy and reduce emissions.