Brand factory accelerated to intelligent lighting

Smart lighting combined with LED, lighting design and communication systems will become the focus of new layouts for LED manufacturers. The rapid decline in the price of LED lighting products has helped the market to accelerate the popularity, but it also means that the gross profit of products will decrease. As a result, international giants including Cree, Philips and OSRAM have been rushing to invest in the research and development of intelligent lighting systems to increase product additions. value.

The key to lighting LED lighting has not been popular so far is that the price is still more expensive than traditional light sources. However, in March 2013, American LED maker Cree first introduced $10 and can replace 40 watts (W). Incandescent LED bulbs, and 60-watt LED bulbs priced at $12.97 (Table 1), either the former or the latter are nearly 40% cheaper than the average price of comparable products on the market, clearly LED and traditional The price of lighting is rapidly approaching, which is expected to stimulate the market and accelerate the popularity of LED lighting.

In fact, the lighting market with an output value of up to 100 billion U.S. dollars has always been regarded as the most promising application field by global LED component factories. As the technology matures, and a large number of Korean companies and mainland Chinese manufacturers have gradually joined the ranks of manufacturers, the rapid release of production capacity has led to a rapid drop in LED prices, giving LED an opportunity to start heavy-duty and apply it to various lighting fields.

挟Low price/adequate capacity advantages LED backlight package shift lighting

From the cost analysis of LED bulbs, LED packages accounted for the highest total development cost, with a proportion of 39%, followed by power supply, accounting for about 29%, and again, 14% of the heat dissipation structure. It can be seen that LED is the largest component of its lighting products, and it is necessary to step into the lighting market of daily consumer products. The price trend is undoubtedly regarded as an important key.

Taking the LED packaged component 5630 which is currently used in a large number of lighting products as an example, early in the television brand manufacturer's introduction of a large number of LCD TV backlight sources, the LED factory was motivated to compete for production capacity, but as the LED efficiency increased, the number of LED chips used in the television was A sharp drop in just 1 to 2 years has caused the excess capacity of the component and the price has been declining all the way; from the 0.17 USD in the fourth quarter of 2009 to the average price of only 0.06 USD in the first quarter of 2013, it has fallen by more than 60%. The key element of replacing the backlight from the original Cold Cathode Tube (CCFL) to the LED is due to its rich color performance. Since each LED needs to have the same specifications in terms of color rendering, brightness and other requirements, it can be accepted by customers. Therefore, after the LED has passed the spectrophotometric separation test procedure (commonly referred to in the industry as the Bin process), the qualified rate to truly meet the customer's needs is not high. In other words, to some extent, LEDs are applied to TV backlighting requirements and are more stringent than lighting.

After a large number of LED components are used in backlight applications, the technology development is naturally more mature, and the price trend is rapidly declining under the pressure of the TV plant to control the total production cost. The cost-effective relative high-power LED components are more attractive; therefore, in 1 Two years ago, there were already industry players introducing it into the lighting market and becoming a favorite product in the industry.

With this low-cost advantage, the LED component has begun to import a large number of light sources in a relatively short period of time. It is not difficult to see traces of common LED bulbs, straight tube lamps, or even flat panel lamps installed above the ceiling. LED lighting sources have since been gradually sold in various markets, and product design styles have begun to diversify.

Accelerating the popularity of LED lighting manufacturers offer low-cost strategy

Although the LED used in TV backlighting has been widely used in LED light sources, in order to replace the traditional light source market, the demand for 40W and 60W incandescent lamps is the largest, and LED light source prices are still higher than the market's existing light sources (such as Light bulbs are more than doubled.

Looking at the price of LED light sources in the Taiwan market, the market price of a 60-watt incandescent LED bulb is TWD 299 (average price is NT$400) from local manufacturers, and even European and American brands At NT$1,500, the average price of a 60 W bulb at the same level is only NT$150-250. Undoubtedly, when consumers purchase light source goods, the price is definitely the main consideration. Even if the LED light source emphasizes energy-saving features, it still cannot attract housewives. It takes a while to successfully enter the home lighting application.

From the analysis of the product prices of LED lighting countries at the present stage of the world, Figures 3 and 4 show the changes in the average price of LED bulbs that replace 40-watt and 60-watt incandescent lamps. First, in 40-watt applications, regardless of Europe, In the United States, South Korea, or Japan, the current price of 40-watt LED bulbs is still significantly higher than that of traditional lighting. Even though the price in South Korea is less than US$15, there are no manufacturers offering products below US$10, but Europe and the US The average price of the LED bulbs of the big field, even more than 20 US dollars, could not break this level.

As for the price of 60-watt LED bulbs, the average market price in March of 2013 mentioned in the same region, South Korea's average price is 20 US dollars. Like its 40-watt product, it is the cheapest in the four major regions. The highest average price in Europe reached 33 US dollars; Japan and the United States were 28.4 and 24.5 US dollars respectively. All in all, the difference in the average price of 60-watt LED bulbs in countries is as high as 13 US dollars, while the average price is more than 20 US dollars, it is still difficult to compete with traditional lighting.

Based on the above-mentioned market conditions, CREE is the first to introduce LED bulbs that replace the 40-watt incandescent lamp, and US$12.97 to replace the 60-watt incandescent warm-light LED bulbs. This new product has made quite impressive progress. Not only is it cheaper than the current market average price, but it is closer to traditional lighting standards. In addition, the manufacturer also provides up to 10 years of warranty, plus a leading global LED technology factory, product quality is relatively stable, which will help attract consumer purchases.

Cree's introduction of low-cost LED lighting products is bound to put pressure on other peers; for example, Philips followed Cree's low-price strategy and immediately announced the launch of US$15 or less (sale price: $14.97, 800). Lumens, 10.5 watts), used to replace the 60-watt incandescent warm-light LED bulbs, 40-watt replacement products will also be introduced in the near future at a low price.

Regardless of the differences between the two major players in the manufacture of LED bulbs, the two LED lighting indicator plants have introduced lower-priced products than the existing market, and have jointly pushed LED light sources into the "cost competition" competition, which is a low-cost operation. Regardless of whether the market is selling in large quantities or not, this strategy will inevitably force other brand factories to follow up and it will have a chance to win favor with consumers and seize market opportunities.

LED light source prices will continue to explore new lows

The US$10, which is considered by the industry as a sweet spot, will become the ultimate price for LED bulbs toward universalization. If we take the development history of energy-saving light bulbs as a lens, we can find that light sources are considered as one of the daily consumer goods. From the analysis of consumer purchasing habits, most customers compare the price and function of new products with existing market products.

At the time when the provincial electric light gun was launched, it also featured energy saving, power saving and long life. However, when the price fell to the key point of the market’s view of 10 US dollars, it caused consumers’ attention, but according to market survey data, most consumers believed that Or we expect the price of this new product to fall because the price of incandescent light bulbs was even lower at that time, and the price trend of energy-saving light bulbs could attract consumers to buy their own money. Indeed, after the price strategy, the price of incandescent bulbs was gradually approached. Gradually, there is an opportunity to enter the market with the largest home lighting market and expand its penetration rate.

LED lighting too longevity light source market scale shrinks

Benefiting from the development of low-cost LED components, the popularity of LED lighting is expected to accelerate. However, from another point of view, one of the biggest differences between LED lighting and traditional lighting in the past is the feature of “long life”. Longevity is a big boon for consumers, but it is exactly the opposite in terms of the role of manufacturers, because longevity also equates to longer time for consumers to return to the store to purchase new products, and the future market size must be Affected.

According to the analysis of the development trend of the overall lighting market (light source + lighting), if the manufacturer's future products do not make any adjustments in the life specifications, the lifetime of an LED bulb is still guaranteed to average 30,000 to 40,000 hours. As a selling point of sales, in the short term, although the average price of LED light sources has been replaced and the demand for new installations has increased, the overall market size has been growing steadily. However, in the long term, the market size of lighting sources will As LED penetration rates continue to increase, the speed at which consumers replace light sources tends to slow, which in turn affects the overall lighting market size.

Take the Japanese market as an example. Figure 5 shows the scale of the local lighting market in Japan (including traditional lighting and solid-state lighting). Japanese Toshiba believes that as the price of LED lighting declines, market penetration will continue to increase. It is expected to be in 2013. It accounted for more than half of the local market and reached 62% in 2015; however, if we analyze the development trend of the scale of the lighting market, the overall market size in 2015 is expected to shrink.

Although judging from the current situation of global lighting development, the longevity of LED lighting will continue to increase the penetration rate and will affect the overall output value scale in the long term. However, this segment is limited to the light source market. In fact, Philips Lighting and Osram are the international lighting manufacturers. (Osram), GE, Panasonic, etc. In terms of layout strategies and future product R&D directions in recent years, combining smart lighting (or green lighting) with huge data, communication systems, and energy management technologies, there are actually opportunities for the lighting market. Different business opportunities.

At present, countries in Europe and the United States have successively adopted the legislative system to put the concept of green lighting into the green building system. In the future, how to use lighting energy as the most appropriate use and distribution through efficient system control are all international lighting manufacturers currently Actively embark on the work.

Layout Smart Lighting LED Factory Focuses on Lighting/System Design

Because LED light sources allow people to use lighting in a smarter way, creating a high added value that cannot be produced by traditional light sources, such as situational lighting applications, or lighting design incorporating human factors engineering. For consumers, when products can provide high added value, most of them are willing to buy at a reasonable price. Therefore, they have the opportunity to create a wave of business opportunities for the lighting market, and the future lighting market has a variety of new ideas and new design elements. With the injection, it is expected that a new situation will emerge.

With the decline of LED components, the penetration rate of LEDs in the lighting market will continue to increase, but the long-life characteristics of this new light source will not affect the light source market in the short term if no adjustment is made to the product life specification. Scale, and with the increase in demand in emerging markets, the output value will continue to climb; in the long run, once the speed of replacement of light sources by consumers is reduced, the market size of the light source is bound to be affected.

Therefore, judging from the layout strategies of LED international manufacturers, the light source market will not be the focus of its future development. Instead, it will be investing heavily in R&D resources from the lighting design and extending down to the integration and control of lighting systems. The progress of the system provider's goal is the development direction that the international giants are more interested in.