At present, smart lighting products are mainly distributed in four major areas: industrial and commercial, residential and household, outdoor lighting and public lighting. TrendForce’s latest report “2021 Global LED Lighting Market Report-Lighting-Level Packaging and Lighting Product Trends (1H21)” pointed out that in the field of smart home lighting, in response to the development of the smart home market, especially in the high-end residential market, the overall growth of this sector demand for smart lighting, coupled with the accelerated penetration of smart lighting products by the epidemic, will be the market with the highest growth rate in 2020, with an annual growth rate of 27%.
Although smart lighting is growing rapidly in the residential and home furnishing sectors, the current market recognition is not high. According to a data report released by iiMedia Consulting, among the smart home products, the interviewed netizens have the highest awareness of smart TVs (42.6%), but have a low understanding of products embedded in systems such as smart surveillance and smart lighting. The recognition of smart lighting accounts for only 13.5%.
In addition, most of the current smart home products are single product intelligence or single system intelligence, and it is difficult to achieve common interconnection at the level of the entire smart home system to provide consumers with a better user experience. Under the combined influence of these factors, smart home lighting products are facing considerable difficulties in market promotion and popularization.
Liang Jiehui mentioned, “Current smart home lighting products are more transitional products. For individual users, many products on the market are not very friendly in terms of selection, installation, network distribution, and use. So now the penetration rate of the product is relatively low. In addition, the current users who choose to use smart home lighting are basically hardcore smart product enthusiasts. Therefore, if the product can actively understand customer needs and is easy to install and use, smart lighting products can really explode.”
For market promotion and popularization, channels are also an important factor. Traditional lighting products are mainly sold in offline channels, but now users are becoming more and more accustomed to buying products online, especially under the influence of the new crown pneumonia epidemic last year. According to industry insiders, two different sales channels, online and offline, have their own advantages and disadvantages, with strong offline experience and low traffic, and strong online traffic with low experience. In the future, online and offline may be integrated to achieve true O2O. Prior to this, traditional lighting companies may wish to cut into smart products through mature platforms in the early stage. In addition to having a good boost to the intelligent transformation of enterprises, the risk will also be relatively low.