In the second half of 2014, the external environment unfavorable factors increased, the overall domestic economic situation weakened, the growth of the upstream real estate industry slowed down and engineering projects decreased, but the LED lighting industry continued to maintain rapid growth, penetration further accelerated, price decline narrowed, third line The market growth is gratifying, the corporate channels continue to sink, the commercial development grows home, the overall efficiency of the dealers is good, and the inventory operations are stable. The domestic lighting market maintained a growth rate of 25, and the growth trend for the whole year was confirmed. The market is growing rapidly but the heat is slightly retreating. In 2014, LED lighting products began to penetrate in the domestic market. According to data from the large-scale lighting platform and CSAResearch channel, in the first half of the year, the sales growth of LED lighting products in the domestic market entity dealer channel was about 27.8. In the second half of the year, affected by the slowdown of national economic growth and the shrinking of real estate, LED lighting products The growth situation has slowed down. In the first three quarters, the growth rate of the domestic market entity dealer channel was about 25.5, a slight decrease of 3 percentage points from the previous quarter. Among them, in the third quarter, sales in the third quarter increased by 20.99 compared with the second quarter. From the merchant level, dealers above 85 reported that the sales of LED lamps in 2014 showed a relatively significant increase compared with 2013, but the merchants that achieved rapid growth (that is, merchants with a growth rate of more than 30) account for only about 20. The increase in LED lighting penetration has become the direct engine of this year's market outbreak. As of the end of August, the overall penetration rate of LED lighting products in the physical channel has reached 68.44 on average, an increase of 22.7 percentage points from 45.7 at the end of 2013. On a quarter-on-quarter basis, the penetration rate in the third quarter has also increased by about 10 percentage points from the second quarter. . According to data from the large-scale lighting platform and CSAResearch, the price of physical retail channel LED lamps in the third quarter of 2014 decreased by 9.91 quarter-on-quarter, and the overall decline in the second quarter was around 8, and the price of LED lighting products dropped by about 18 from the beginning of the year. Sales in the same period increased by 27, which further illustrates the important impact of price on product sales growth. The third-line market broke out in the middle market and was tempted by the huge profits of the LED lighting market. The promotion of LED lighting products by manufacturers and distributors continued to increase. The primary and secondary markets have already entered the popularization stage, and the third and fourth-tier markets have followed closely. . From the perspective of market level and channels, compared with the secondary market in the first half of the year, the outbreak of the third and fourth-tier markets has become the highlight of the second half of the year since the third quarter. According to data from the large-scale lighting platform and CSAResearch, in the third quarter, the penetration rate of the third- and fourth-tier markets increased by about 19%, and its sales increased by about 26 compared with the same period of last year. From the distributor's reflection, dealers above 95 in the third-line market have achieved growth, of which 35 dealers achieved rapid growth (ie, sales increased by more than 30% year-on-year). As each brand strengthens the development and sinking of channels, the contribution rate of third- and fourth-tier cities to overall market growth exceeds 40. From the perspective of specific markets, the main growth point of the third-line market is indoor lighting, especially Shangchao. The growth rate of commercial lighting in hotels, offices and other places has exceeded 30, while outdoor lighting has been slow to expand, and the home lighting market is gradually opening. The fastest-growing lighting products in the third-line market are all kinds of light sources, with a growth rate of up to 40. Compared with the third- and fourth-tier cities, the first-tier cities have been dragged down by the slowdown in real estate growth and the diversion of the manufacturers’ channels, and the growth rate has begun. Slow down. From the data point of view, one-third of the dealers' sales in the first-line market showed a significant decline compared with the same period of last year. The large-scale wholesale-oriented dealers (with sales of more than 5 million yuan) were the most affected. From the regional perspective, the North China region has the fastest penetration, the average penetration rate is as high as 75, and the LED sales of some stores even account for more than 80, while the penetration rate in the central and western regions is low, especially in Chongqing, Hubei, Guizhou and other places. Less infiltration. On the other hand, the central region and the coastal areas of East China have the fastest LED growth in 2014. The central region has performed particularly well this year, and the overall penetration rate has increased significantly, especially in Henan and Hunan. In the past few years, the LED penetration rate of the third-line market and the central region was relatively low, and the market has not really opened up. Since this year, major lighting brand manufacturers have strengthened the layout of these markets, such as Mulinsen, Panasonic, Sunshine, Jiamei, Midea, Southeast and other brands. Regional dealer conferences have been held to promote the popularity of LED lamps. The promotion of the manufacturers directly benefited the consumers in the third-line market: First, the increase in distribution outlets and the flattening of the channel level, which caused the dealers to reduce the purchase cost and drive down the price; second, many companies launched preferential policies in the third-tier market to further drive the dealers. Enthusiasm. The sales of LED lamps in the first three quarters of 2014 were higher than the growth rate of the year-on-year growth in 2013. The rapid growth of e-commerce has nearly doubled in two years. The growth of online sales of LED lighting products is more obvious than the physical channels. From January to August 2014, Taobao (including Tmall) sold all kinds of lighting equipment (including lamps and light sources) to 7.65 billion yuan, an increase of 137.8. The light source was 260 million yuan, an increase of 102.5; the lamps were 7.395 billion yuan, an increase of 138. In terms of volume, Taobao (including Tmall) lamps and light sources sold 37.12 million units, an increase of 68.9 compared with last year, of which 8.46 million single light sources, an increase of 108, a year-on-year increase of 28.48 million lamps, an increase of 59.7. In the first eight months of 2014, the turnover of Taobao's LED lighting equipment was about 3.2 billion yuan. In terms of the number of orders, the cumulative number of orders for the sale of LED light source products in the first 7 months of Taobao reached 7.248 million units, a year-on-year increase of 127. At the same time, the number of effective LED light source products on Taobao increased to 73,000. Last year, it increased by 40.2.
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