LEDinside: Philips, Opple and NVC Lighting Top List in China Lighting Market Brand Image Survey

Philips lighting products took top spot for brand image, according to the second round China lighting product manufacturer behavior survey jointly conducted by Trendforce’s research division LEDinside and consumer research specialist AVANTI in May 2014. Opple Lighting and NCV Lighting ranked top among Chinese manufacturers. The survey also revealed that LED lamp usage has increased to 40 percent from 24 percent in 2013.   

The target of the survey is to understand current consumer recognition and purchasing habits of lighting products, as well as explore the key factors that impact consumer decision making. The survey covered 18 cities in seven regions throughout China, with a sample number of 30,000. The current concentration and limitation of brands within the Chinese lighting market are relatively high, concentrating on several large global manufacturers (Philips, Panasonic, Osram, TCL, Samsung) and Chinese local manufacturers (Opple Lighting, NVC Lighitng, and Foshan Lighting). Among them, Philips market performance is the most outstanding, with over 50 percent in brand image and recognition, making it number one in market share and consumer attraction. Conventional lighting manufacturers including Opple Lighting and NVC Lighting have made great strides due to active development of their brand, ranking them top among Chinese brands. In addition, the survey also showed that consumer brand loyalty is low. Large market share and rapid growth in the Chinese lighting market give manufacturers the ability to promote and use image-building to increase brand name and recognition.  

CFL bulbs remain the most popular item on the market in terms of lighting recognition. Gradual increase in penetration rates for LED bulbs in residential lighting has led  consumer identification and recognition of LEDs to dramatically rise in 2014 compared to the year before. Usage has even increased from 24 percent in 2013 to 40 percent this year, signaling the future market potential of LEDs. Moreover, most commonly purchased LED bulb price is up from RMB 11-20 in 2013 to RMB 21-50 in 2014. 

Consumers place a lot of importance on energy saving, energy efficiency, and lifespan when purchasing LED products, according to the survey. In addition, LED bulb consumer demographic was mainly male, aged 30 and above, married, and upper middle class. The main factors that deterred consumers from purchasing LEDs included lack of understanding of LED bulbs and high price. Female consumers aged 29 and below were shown as the group with the least understanding of LED bulbs. 

In regards to purchasing channels for lighting products, in comparison to 2013, consumer online retail store acceptance showed a clear increase in 2014. Consumers were attracted by discount prices and ability to read information and measurements of products offered by online retail channels. Procurement of LED bulbs through online retail stores reached 35 percent. Offline retail channels have shown a clear decline. Online retailers Taobao, Tmall, and JD.com are the most popular among consumers. In addition, online advertising has also been very effective. 

Usage of website platforms by retailers allows them to increase sales channels, expand their brand name, and showcase their products. Retailers wanting to enter into e-commerce must first understand consumer purchasing behavior and decision making. The next step is to find a suitable platform for their brand in order to effectively promote their products. The development of both an online and offline retail model will benefit retailers for product development, as it combines the discount prices and convenient access to product information of online stores with the safe transportation guarantee, convenience, and expandability of physical stores.

(author: Terri Wang http:// Analyst LEDinside / translator: Leah Allen http:// Editor LEDinside)
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