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According to industry research data, in the first three quarters of 2014, the market share of TOP3 brand in physical channel distributors was about 22.1, which was 18.4 percentage points lower than that in 2013. The brand concentration of LED lighting market was significantly reduced. From the perspective of market competition, traditional lighting brands have achieved successful transformation in 2014 with their accumulated resources for many years, and continuously increased the proportion of LED lighting products. Overall, among the top 20 brands in the sales ranking, traditional lighting brands such as Op, NVC, Foshan Lighting, Philips, and Sanxiong Aurora still occupy 15 seats. Five emerging lighting brands, Mulinsen, Yiguang, Qinshang, Changfang, Teyoushi also scored in the top 20 seats. However, from the sales growth rate of dealers, the growth rate of emerging brands is much higher than that of traditional lighting brands. Mulinsen and Yiguang are the two brands that have the fastest expansion. At the same time, from the perspective of single products, emerging brands began to attack traditional strong brands, and the brand competition in the segmentation sector was gradually established. According to industry research data, about one-third of the best-selling items have seen a significant decline in sales in 2014, and two-thirds have basically maintained growth. However, among the TOP25 brand items, the 70-selling products all experienced a large decline. Among them, the biggest impact is the international brand. The sales of Philips and Osram's best-selling products in 2014 fell by 40% to 60% year-on-year; while the sales of the best-selling products of traditional lighting such as Yaming, Fozhao and Qinming were year-on-year. The decline is also over 40%. On the other hand, the traditional three people are NVC and Sanxiong. Aurora and Op, but still maintain a significant increase in sales of single products, especially NVC and Sanxiong, the growth rate of single products is up to 80, which is mainly due to years of brand management precipitation and a solid channel network that makes it easy to realize from energy-saving lamps. Seamless docking to LED lighting. Among the new LED brands, Mulinsen's single products performed well, with an increase of more than 100, while the growth rate of Changfang Lighting and Yiguang also reached 60-70. The author believes that 2014 is a year of rapid explosion of the LED lighting market. A year of influx of brands. As the cake in the LED market continues to grow, many brands are accelerating the rumors in the channel. Traditional lighting brands and emerging LED brands are constantly confronting each other, stimulating and killing, but good quality and cheap Chinese products still lead the market, especially In some market segments, the brand competition pattern has begun to take shape.
August 27, 2021