German LED lighting market status
German LED lighting products are on the rise
From January 2011 to September 2012, Germany imported LED lighting products from 98 countries and regions, with a total import value of approximately 185,617,800,6.00 US dollars. Imports of German LED lighting products in the first quarter of 2011 to the third quarter of 2012 generally showed an upward trend. Although the export volume in the second quarter of 2012 decreased slightly from the previous month to $265,484,080, it was still up by 15.34% compared with the same period last year.
Germany is a big country in the export of LED lighting products in China, and China's export advantage is very obvious. According to data provided by Teyi Information, from January to September 2012, Germany mainly imported LED lighting products from China, Malaysia, Italy and other countries. Among them, China is the largest supplier of LED lighting products in Germany, with imports accounting for 51.5% of total imports; followed by Malaysia, with imports accounting for only 11.2%. In addition, Germany also imports LED lighting products from Italy, the United States, the Netherlands, Austria and other regions, but the share of imports is not large, accounting for no more than 6%.
Good policy helps LED lighting industry development
1. In September 2012, the EU banned the sale of all traditional incandescent lamps. Since 2016, the sale of halogen lamps will be banned. This means that energy-efficient LED lamps will have a broader market, and it is imperative to replace traditional lighting.
2. The EU requires motor vehicle drivers to turn on daytime running lights to enhance road safety. Since 2011, German new cars and small trucks have been forced to install headlights, and in 2012 buses and large trucks also required headlights. If these headlights use LED lights, not only will the brightness of the lights increase, but even if they are turned on for a long time, they can save power. At the same time, the demand for LED lighting inside the car is also increasing.
3. The implementation of the European Building Energy Efficiency Guidance Policy (EPBD) will increase the demand for LED lighting to replace traditional lighting.
4. Not only LED lamps have a large demand for lighting, but also appear as decorative items in many areas. In some luxury fashion stores in Europe, LED lights are increasingly being used as interior lighting.
According to the status quo and development trend of the local LED lighting industry in Germany, Teyi Information predicts the sales of LED products in different fields of the German market. According to the sales forecast table of LED German lamps in different application fields (2009~2015), LED lighting products can be widely used in automobiles, which is related to the advantages of high brightness and low energy consumption of LED lamps. At the same time, in the past few years, the EU has mandated the installation of headlights for cars and trucks, which makes the application of LED lights in automobiles very common. It is expected that the growth trend will not be particularly obvious in the future. In the next few years, the demand for LED lighting products in the German industry, traffic signals and other fields will grow rapidly. Especially in the field of traffic signals, LED lights can be used in high temperature and high humidity environments, and are most suitable for areas with low temperature and low light. At the same time, LED lights are very suitable for use as decorative lights, so the demand for LED lights is expected to increase in the future.
Strategy for entering the German market
The development of the German LED market is relatively large, but companies should pay attention to the following points before entering the German market:
1. Obtain CE and ENEC certification
Since a large number of buyers in Europe need CE and ENEC product certification marks, it is very helpful to obtain these two certifications to enter the European market. Among them, Germany adopts the CE certification mark as their mandatory safety certification system, and consumers never buy products that they believe cannot ensure safety, health and environmental protection.
ENEC is a certification mark under the CENELEC (European Electrical Appliances Sign Coordination Committee). The product is accompanied by the ENEC logo to ensure that products sold in Europe meet safety requirements and pass a qualified functional inspection. It shows that the manufacturer has passed the ISO9001 product quality system certification requirements. Although ENEC is a voluntary certification, once it is obtained, it is very beneficial for the product to enter the German market.
2. Sales channels in the German market
German LEDs are mainly sold through supermarkets. Supermarkets account for nearly 50% of the total sales channels, followed by dealers and retail stores, and their share is more than 10%. The proportion of sales through hypermarkets, engineering applications and advertising applications is small, accounting for less than 10%. Therefore, for manufacturers who want to develop the German LED lighting market, they can develop the German supermarket business and sell it together with some local distributors and retailers.
3. Most of the current European markets are monopolized by some of the world's leading lighting suppliers. Therefore, small businesses should consider contacting a number of large German companies to become original equipment manufacturers for large German companies. In fact, OSRAM and Philips have appointed Taiwan's Lextar as their original equipment manufacturer in the LED lighting industry since August 2010.
4. German consumers are still not very aware of the consumption of LED products. To further enhance the awareness of local consumers, Chinese companies should actively participate in international lighting exhibitions and try to introduce themselves to local companies in the form of product introductions and appropriate promotions. .
5. At present, the products of the European lighting market have been started by well-known lighting brand enterprises. For Chinese enterprises, if there is no innovative product with new technology, it will become more difficult to enter the European market. In other words, only LED lighting products with distinctive features and high technology content are more easily accepted by the European market.
(This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED. Readers need to verify the relevant content by themselves.)
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