China LED products in the U.S. market are now in an embarrassing situation, big sales volume, but obscure brand identity. China manufacturers output a large volume of OEM LED products to the U.S., while almost few of their brands are well-known or approbative to U.S. people. Lingyun Yu, President of U.S. LED Association, said in an LED industry conference on March 25th, 2014.
He also said, on one hand, many manufactures do not know where their products go at last and which kinds of end-buyers their products are sold to; consumers, on the other, could not tell which business these quality products come from.One experienced LED display manufacturer, which has been engaged in LED export business to U.S. for 7 or 8 years, also expresses the same problem.
In U.S. market, China's LED exports are at a disadvantage. Their first export is usually started in the cooperation with U.S. companies, or even OEM service, let alone brand value or added value. They do simple process work, and play like overseas labours for U.S. companies.
Since there is no brand premium, "price" becomes the key standard for brokers or middlemen in selecting China LED suppliers.
In fact, there is a harsh assess system in U.S. LED market. Only products that are qualified with UL or "Energy Star", or the similar are approved to U.S. market. According to the reporters, certification itself is a time-consuming and money-consuming thing, let alone whether or not the products can meet the certification standards.
As a result, some companies prefer other certifications to UL. They even lower their prices for a better selling. Besides, many small or medium dealers could not accept the price of UL-certified products. They would rather buy products with basic certifications but lower price.
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He also said, on one hand, many manufactures do not know where their products go at last and which kinds of end-buyers their products are sold to; consumers, on the other, could not tell which business these quality products come from.One experienced LED display manufacturer, which has been engaged in LED export business to U.S. for 7 or 8 years, also expresses the same problem.
In U.S. market, China's LED exports are at a disadvantage. Their first export is usually started in the cooperation with U.S. companies, or even OEM service, let alone brand value or added value. They do simple process work, and play like overseas labours for U.S. companies.
Since there is no brand premium, "price" becomes the key standard for brokers or middlemen in selecting China LED suppliers.
In fact, there is a harsh assess system in U.S. LED market. Only products that are qualified with UL or "Energy Star", or the similar are approved to U.S. market. According to the reporters, certification itself is a time-consuming and money-consuming thing, let alone whether or not the products can meet the certification standards.
As a result, some companies prefer other certifications to UL. They even lower their prices for a better selling. Besides, many small or medium dealers could not accept the price of UL-certified products. They would rather buy products with basic certifications but lower price.
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"Commuter X4 LED Bike Light Included in British Inventors Project"
"LED Lighting Expected to Reach 40% Market Share in 2015"
"Panasonic releases UV-LED Module"
"Walmart Transforming Retail Lighting with LED Lights"
"LED Light's Price Is in a Globally Steady Decline"
"Price Trend Forecast 2014~2040 for LED Light, Fluorescent Light, N' Incandescent Light"
"China LED Products' Embarrassment in U.S."
"Toshiba: LED Development in Americas Would not Focus on LED Lamps and Bulbs"
"The World's Thinnest LED: Thickness of 3 Atoms!"
"Philips LED Lights are Reported Faulty in China"
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As a westerner I have always seen China as a producer of products for western companies to sell to western markets. But I have often wondered when we would start seeing Chinese brands that bypass these western 'middle-men'. The problem at the moment for consumers in the west is that, as you say, there is no brand profile and it is, therefore, very difficult to know which brands to trust.
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