German LED lighting market status and entry strategy
2012/12/29
Germany is a major exporter of LED lighting products in China, is also one of the many countries export target market of LED lighting products, many companies are optimistic about the prospects for the development of the LED lighting market in Germany. For of Germany LED lighting market situation and development, and put forward a number of proposals on how to enter the LED lighting market in the country, for reference.

The German LED lighting market situation

German LED lighting products imported upward trend

January 2011 -2012 in September, German imports from 98 countries and regions LED lighting products, imported a total amount of approximately $ 1,856,178,006.00. The first quarter of 2011 to the third quarter of 2012, imports of LED lighting products in Germany overall upward trend. Although the second quarter of 2012, exports declined slightly qoq to $ 265,484,080, compared to the same period last year or an increase of about 15.34%.

Germany is a big country exports of LED lighting products in China, and China's export advantages are clear. According to data provided by the Tesco Information, from January 2012 to September, Germany's main imports from China, Malaysia, Italy and other countries of LED lighting products. Among them, China is the largest supplier of LED lighting products in Germany, imports accounted for 51.5% of total imports; followed by Malaysia, imports accounted for only 11.2% of the total amount. In addition, Germany also imported from Italy, the United States, the Netherlands, Austria, LED lighting products, but not large share of imports, accounting for less than 6%.

Favorable policies to help the development of LED lighting industry

1,2012 September, the EU banned the sale of all of the traditional incandescent halogen lamps will be banned from sale in 2016, which means that the energy-efficient LED lights will have a broader market to replace the traditional lighting is imperative.

2, the European Union requires motor vehicle driver to open the daytime running lights to enhance road safety. Starting in 2011, German new car and small truck mandatory requirements installed headlights, buses and trucks in 2012 also need to install the headlights. If these headlights use LED lights not only lighting brightness will increase, even if an extended period of time can save power consumption. At the same time, the automotive interior LED lighting is also increasing demand.

3, "European building energy efficiency guide policy (EPBD)" implementation of LED lighting will replace traditional lighting of the surge in demand.

4, not only the LED lights as the lighting has a large demand, but also as decorative items gradually appear in a number of areas. In some European luxury boutiques, LED lights are more and more used as the interior lights.

According to the status quo and development trend of the local LED lighting industry in Germany, Tesco information to forecast sales of LED products in different areas of the German market. Sales forecasts in different application areas (2009 to 2015) under LED lights in Germany can be found in the relatively wide range of LED lighting products in automotive applications, with LED lights high brightness, low power consumption advantages. At the same time over the past few years EU mandatory requirements installed headlights of cars, trucks, etc., makes the application of LED lights on the car has been very common, expected future growth trend is not particularly obvious. LED lighting products in the next few years there will be a rapid growth in demand in the field of German industry, traffic signal. Especially in the field of traffic signal, LED lamp can be used under high-temperature and high-humidity environment, the most suitable for low Wen Shaoguang regions. , LED lantern is very suitable to be used as decorative lights, it is expected that the demand of the LED lights will increase after some time.

Strategy to enter the German market

German LED market development space before entering the German market, but companies need to pay attention to the following points:

1, achieved CE and ENEC certification

European buyers need CE the ENEC product certification mark, so at the same time two certification to enter the European market is very helpful. Germany CE mark certification as part of their mandatory safety certification system, consumers would never buy them that can not ensure the safety, health, environmental protection products.

ENEC is a certification mark under CENELEC (EU electrical signs Coordinating Committee). Products attach the ENEC mark to ensure that the products sold in Europe to meet the safety requirements and functional inspection by a qualified. It indicates that the manufacturer has passed ISO9001 quality system certification requirements. ENEC is a voluntary certification, but once the certification of products to enter the German market is very favorable.

2, the German market, sales channels

The German LED sales mainly through supermarkets, supermarkets accounted for nearly 50% of the proportion of the entire sales channel, followed by dealers and retail outlets, they accounted for more than 10%. Sales through supermarkets, engineering applications, and advertising applications was relatively small, accounting for 10%. For manufacturers who want to develop LED lighting market in Germany, the development of the German supermarket business, combined with local distributors, retailers with sales.

3, the current European market mostly by some of the world's leading lighting supplier monopoly. Therefore, small businesses should consider more contact with some of the large companies in Germany, and strive to become the original equipment manufacturer of large German companies. Osram and Philips as early as August 2010, has been designated Taiwan Lextar as an original equipment manufacturer of LED lighting industry.

German consumers for consumer awareness of LED products is not very high, you want to further raise the awareness of local consumers, Chinese enterprises should actively participate in international lighting exhibition and try to Products and appropriate form of promotions to introduce themselves to local businesses .

5 European lighting market, the product has been started by the well-known lighting brand enterprises for Chinese enterprises, if not with the new innovative technology products, in order to enter the European market will be more difficult. In other words, only the distinctive characteristics of high scientific and technological content of LED lighting products for the European market much more easily accepted.
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