How do big brands attract consumers when LED lighting products become "upmarket" to meet the replacement trend?


With the progress of LED technology, the penetration rate of LED lighting products has rapidly increased, and LED lighting products have successfully "ascended" in a very short time with their superior cost performance, wider application range, and better market prospects, becoming a "new favorite" in the market. The trend of replacing traditional lighting products with LED products has also followed. Therefore, many lighting companies have taken the opportunity to take advantage of the trend and take the lead in experimenting with various new operating modes as the tide of LED replacement approaches, in order to seize all opportunities and seek rapid development in the highly competitive LED era.

Targeting the "old for new" market, they rushed out

Whether it's improving product lines, deepening and expanding distribution channels, or making innovative breakthroughs to lead the industry's development, Lexus, Opus, Simon, and Aldelian are all outstanding representatives of the lighting industry. Especially in the new normal economy, they have "teamed up" with the home building materials industry, and in-depth implementation of the "old for new" marketing layout has become a hot topic in the industry.

Lexi Lighting Joins Hands with Qumei Home to Play "Cross border Marketing"

On August 27th, the launching ceremony of the Qumei Home Furnishing&Leish Lighting "Old for New" series activities with the theme of "Green Appointment We Are Coming" officially kicked off in Beijing. "Lexi and Qumei Furniture have reached a strategic cooperation on" exchanging old for new ". On the basis of the previous" exchanging old for new "strategy, Lexi will officially upgrade and launch the Lexi" Good Replacement Lamp "promotion project for entering the community to exchange old for new green lighting, and will spread it nationwide at the rate of 300-500 sessions per month, achieving the goal of" promoting low-carbon energy-saving lamps and promoting the recycling of high energy consumption old lamps ".".

It is reported that at the event site, consumers can receive a free discount coupon for the "good replacement lamp" of Lexi Lighting and the "old for new" discount coupon for Qumei Home. The "good replacement lamp" of Lexi can deduct 20-200 yuan from the old lamp, and the subsidy for the "old for new" discount for Qumei Home is 10%. In addition, Lexi will also invest millions of yuan in LED bulb lamp resources to promote green lighting to the public for free. Eligible consumers can also obtain one 5WE27LED bulb worth around 18 yuan for free on the spot.

It is reported that this is also a beneficial attempt for Qumei Home and Lexi Lighting to carry out group development and cross-border cooperation in the home building materials industry under the new normal. Its purpose is to grasp the current "old for new" home building materials replacement market while supporting green public welfare through marketing, especially the favorable situation of the lighting product replacement market during the period of product technology transformation and upgrading, and explosive market growth.

Swapping old LED products for new ones is popular in Guangzhou

On July 26-27, the "Information Times", in collaboration with various street offices in Guangzhou, organized the third large-scale community benefit tour activity of "exchanging old for new" in Xiaogangwan Community, Haizhu District, Guangzhou. It is reported that this event has attracted the participation of enterprises that have been committed to producing energy saving and emission reduction products, such as Oupu Lighting, Midea Air Conditioner, Skyworth Color TV, and Qinyuan Water Purifier. During the event, the products of Oupu Lighting, a well-known brand in the lighting industry, were favored by consumers in Guangzhou. Oupu Lighting's active participation in the "old for new" event also received unanimous praise from consumers.

According to Lin Yanyun, the manager of Oupu Lighting's Guangzhou community, Oupu Lighting began to enter the community as early as 2013, promoting the "old for new" LED lamps and promoting citizens to participate in energy conservation and emission reduction actions. Currently, this activity has been promoted throughout the country, with nearly 7 teams visiting different communities every week in Guangzhou alone. Through the "old for new" activity, citizens can not only buy various LED lamps and lanterns from Oupu Lighting at the exclusive price of community owners, but also deduct cash ranging from 50 to 200 yuan from old lamps and lanterns. At the same time, they can also enjoy the "three free services" provided by Oupu Lighting professional team, namely, "free on-site inspection, free on-site design, and free on-site installation.".

Simon Electric pioneered "free replacement" for energy conservation

As an excellent enterprise with nearly a century of brand history, Simon Electric has always adhered to the concept of environmental protection and energy conservation, developing and producing environmentally friendly and durable electrical products. In the era of LED lighting, in 2014, Simon Electric launched the "Free Replacement" campaign, which equivalently replaced dealers' inventory of traditional light sources with brand new LED lighting fixtures nationwide, helping to promote LED lighting to replace traditional light sources and contributing to the popularization of green light sources in China.

It is reported that the "free replacement" activity initiated by Simon Electric can be described as killing two birds with one stone. On the one hand, it is a direct replacement of the dealer's lamp inventory by the manufacturer, which not only avoids the occurrence of "poor replacement" of dealers, but also eliminates the operating costs of dealers. On the basis of making dealers profitable, it gives dealers confidence and drives dealers to participate actively in activities; On the other hand, Simon Electric replaces traditional light sources that consume high electricity with low consumption LEDs, allowing more consumers to enjoy the life experiences of LED lighting, such as long life, high efficiency, green environmental protection, and pollution-free.

"Exchange old for new" has a market only when there is demand

In addition to an increasing number of lighting enterprises actively responding to the call for energy conservation and emission reduction and joining the ranks of "old for new" activities, many stores have also begun to actively hold "old for new" activities. It is understood that in order to promote low-carbon life, on September 4th this year, Wuhan Hanlai Plaza launched a "trade in old for new" activity. The event stipulates that consumers can also receive a 10% cash subsidy plus a free energy-saving lamp when replacing a new lamp. It is understood that on the day of the event, in addition to the "old lights for new lights" event, Hanlai Plaza also has 1000 types of lighting for sale at a discount of 1. The full room European lights and modern lights for two rooms and one hall only cost 999 yuan. The relevant person in charge of Hanlai Plaza promises that consumers can also enjoy all after-sales services such as delivery, installation, and maintenance for new lamps purchased at a discount.

"Where there is demand, there is a market." In the past two years, the "old for new" activity has been favored by enterprises, businesses, stores, and consumers, with a natural reason to speak of.

From the perspective of national policies: The LED lighting industry is booming, and governments around the world have actively responded by introducing a series of policies to accelerate the elimination of incandescent lamps and encourage the development of LED. According to the "roadmap for China's phase out of incandescent lamps", China will prohibit the import and sale of incandescent lamps of 15W and above from October 1, 2016. This basically means that by then, the production of incandescent lamps will be completely suspended and banned, and the lighting and electrical industry in China will undergo comprehensive transformation and upgrading. Analysis shows that the current LED lighting market penetration rate is accelerating, benefiting from the gradual elimination of incandescent lamps worldwide and the continuous decline in LED lighting product prices. The global LED lighting penetration rate is expected to reach 30% by 2015.

From the perspective of distributors, traditional "trade-in" activities for furniture and household appliances are widely recognized and accepted by consumers as a value-added service that can reduce the price of newly purchased products and handle the problem of old products well. For dealers, if traditional lighting products that have gradually been eliminated from the market cannot be disposed of in a timely manner, it will cause a backlog of inventory and difficulties in capital turnover, increasing the operating costs of merchants. The "old for new" activity has helped dealers alleviate operational pressure to a certain extent, and is also conducive to better maintaining manufacturer relationships and achieving a "win-win situation for manufacturers.".

From the perspective of consumers: With the improvement of living standards, consumers' choices become more rational. In terms of lamp selection, consumers are more concerned about the performance and power saving effect of lamp products. For example, a 20W LED lamp has a brightness equivalent to a normal 100W light bulb, and an energy-saving lamp can save about 100 kilowatt hours of electricity per year. If families replace all traditional incandescent and energy-saving lamps with LED lighting fixtures, they can save 60% to 70% of their electricity bills. Moreover, if the LED life span is more than 8000 hours, which is equivalent to 5 times that of incandescent lamps, then LED lamps will definitely outperform. It can be seen that the "old for new" activity has achieved a win-win situation for manufacturers, businesses, and consumers, and also conforms to the development needs of national energy conservation and emission reduction. It is difficult to imagine whether it is hot or not.

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