LED applications continue to expand market share, the price war has gradually smoke flavor

When the focus is still debate LED chip light effect we can eventually to high indoor LED lighting products prices high when walking into the homes of ordinary people, Japan, South Korea, the companies in Taiwan 09 years earlier than the second half of the year began a series of LED products mature control's off nearly cut price cuts. The application of this field to start the price war smoke. Although this round of price cuts are a series of products involved in the application of LED technology is relatively mature, but such a strong market competition atmosphere, enough to set off no small waves in the industry.

This time the price war pulled, first by the large size backlight TV start. In fact, the domestic many years ago began the layout of large size LED backlight TV industry chain, the construction of LED backlight module production line scale, domestic brands in this round of price war in hand is enough, tall achieved no small credit. In the face of domestic brands, foreign brands aggressive approximation of market competition, did not take a conservative strategy. Multi brand, multi series products to join the ranks of the price promotions, so LED TV station in front of the LED market to bear the brunt of the charge, a round of price cuts, let not absolute control over the domestic manufacturers are injured at the same time, also push more foreign brands to join the ranks of the price war. Of course, if the production of LED backlight module, the cost price is much lower than a few percentage points, manufacturers may be easier to face.

In an interview with reporters, TCL and Konka relevant responsible person also said that the price of LED TV will certainly decline in 2010, even more than the price of ordinary LCD tv. Guangzhou Suning marketing director Gu Wei said that over the past year, LED TV dropped two times, each time the magnitude of about 15%, is expected this year, LED TV will appear in 3~4 months of large quantities of price cuts, a decline of about 30%".

To lower the market price also let more people pay attention to LED TV survey data, Chinese Electronic Chamber of commerce consumer electronic product investigation office also showed that China market ready to buy LED TV this year the proportion of consumers is as high as 34%. That recently, the 2010 Displaysearch global LED LCD shipments target up to 19 million units, while Samsung is proposed 10 million units over four times the target, apparently LED TV trend seems not only in China, can't be held back, Europe, North America and other developed areas increasingly turning to more light green LED tv.

On the other hand, the price competition of bulb type LED product is more and more intense. Ignite price fuse is the Japanese market SHARP. 2008, Sharp Co on low-cost strategy to enter the LED lighting market. June 2009 SHARP launched around 4000 yen LED bulbs, the major companies in Japan to follow suit, making the low price of LED bulbs quickly. Toshiba lighting in July 2009 launched the equivalent of 60W incandescent light bulb LED, the market price of about 4000 yen, compared with the same product launched by Toshiba, launched a month ago, prices fell by 50%.

Other Japanese companies followed suit. July 2009, Ecorica slashed the company in the same year in April launched the price of LED bulbs, down from the original 7200 yen to 3780 yen, IRISOHYAMA also launched a price of 3980 yen products. NEC lighting in August 2009 released a LED bulb, the press release said its price has a strong market competitiveness. In late October, Panasonic Corp also launched 10 competing products with the same price of the EVERLEDS series LED bulb products. After pulling up the price war in only after about half a year in December, the price is cheaper than 2000 yen LED bulbs will be listed.

According to the survey, in December 28th last year to this year in January 3rd, the average price of LED bulbs in the Japanese market for 3900 yen, sales accounted for about 7% of the light bulb market, sales accounted for 33%. And from March 15th to 21, the average price of domestic LED bulbs was 3200 yen, many of which are below the yen in, sales and sales accounted for the proportion rose to 13% and 49%. Statistics show that Japan home appliances discount survey, recently led the Japanese market energy-saving durable (LED) bulb prices dropped significantly, is conducive to the popularity of LED lighting.

Taiwan Delta Electronics (Delta Electronics) CEO Yancey Hai said in 2011, due to the cost of production will decline rapidly, therefore, LED bulb price may drop from the current $30 to $10-20. PHILPS pointed out that compared with the current average price of LED lighting products in the next five to six years, the average sales price is expected to decline by 10%.

Although in the cost situation is very grim (Toshiba lighting technology) situation, the company is still expanding the low price competition, because in the market, the first is the king of the upper hand. Long life as the characteristics of LED lighting in the future will not have too much change in demand, the new market has just emerged, excessive competition has begun.

It seems that LED application products price war in 2010 will be the smoke billowing, you sing our debut of the situation, for consumers, the end product application will be more species diversity, update speed will be faster, more choice. Might be envisaged in the near future, the pursuit of the LED market application end LED products personalized, differentiated function than the upstream chip technology is more urgent to pursue, like computer, mobile phone LED products will be the same in the mass market popularity.