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When reporters visited the surveys in major lighting stores in Shenzhen recently, many merchants reported that the market has been unstable since this year, and the lighting fixtures for home use are even less popular.
"Now don't say that the lights are good to sell, there are very few people to look at. There is no point in popularity. How do you say that the lights are sold?" A merchant in the Longwan Haowan Building Materials Market told reporters that this year's Shenzhen property market is still not complete. Out of the downturn, the LED home lighting market, which relies on housing renovation, has been hit hard.
“The large number of second-hand housing transactions accumulated on the eve of the implementation of 'National Five Articles' has not helped much in improving the sales of LED home lighting. Because there are too many LED merchants, there is not much to share this cake.†Zhuang Bisheng of Shenzhenxing Lighting Said.
"And how big this market is difficult to assess, because many second-hand houses are not eager to renovate after the transfer, it will take two or three months to see the benefits." Zhuang Bisheng said.
With the implementation of the “National Five†rules, including the second-hand housing transactions in Shenzhen and other places, the prospects for the new housing market are still unclear.
According to industry experts, with the serious overdraft in the second-hand housing market in March, the second-hand trading volume will fall in April, and the high-heat market will be cooled. And this is obviously not optimistic for LED home lighting, which is expected to popularize the market this year.
In addition to the new housing market, the stock market is also a big demand for home lighting. According to relevant data, in recent years, the demand for renovation of old houses has been steadily rising. The large-scale delivery of houses from 1999 has gradually entered the process of secondary renovation.
However, for LED home lighting, when competing with traditional lighting for this market, how to establish the advantage to achieve "first step", has become a hot topic in the LED industry.
"new and old" lighting dispute
The reporter found in the Longgang Haowan building materials market that the passenger flow here is almost “extinctâ€, and the cold and clear scene makes the merchants feel helpless.
Sunlight Lighting, located on the third floor, is a merchant specializing in home lighting. Its lighting products include Foshan Lighting, Midea Lighting and other brands. The reporter found that most of the products he sold were traditional lighting, while the LEDs were left out of the store, and only a few models of the downlights were placed in an inconspicuous position.
Merchant Zhang Yuxi explained to reporters: "It is not that our dealers do not recognize LED products, but consumers' attitudes toward LEDs are still not recognized. We have to rely on traditional lighting to support retail."
Although the dealer's words are a statement, but behind it, it shows the embarrassment that the LED retail market is currently facing.
Although many dealers have vowed to tell reporters that LED is the general trend, the future will replace traditional lighting, but they all refuse to predict the timetable for the full popularity of LED lighting.
From the perspective of the composition of product sales, traditional lighting is still the main body, especially in the current home lighting retail stores, LED is difficult to pick up the heavy responsibility, and more is to act as a gimmick.
Zhuang Bisheng told reporters that in their stores, LED sales products accounted for only 20% of the market, and the small market demand became the main reason.
In the "new and old" battle in the field of home lighting, although LED lighting has increased, it is still difficult to shake the main position of traditional lighting.
"The key to the large-scale popularization of LED home lighting is the price, which requires LEDs to have a scale advantage in terms of cost. Conversely, the scale advantage of LED cost is reflected in its market capacity, which is actually a interlocking The process. The government needs to increase the popularity of LED publicity." Lan Wenliang said.
Manufacturers fail to "group" operations
In addition to objective factors such as high prices and low consumer awareness, LED home lighting has not been able to open the market for a long time, but also blamed the lack of manufacturers in the promotion and guidance work.
In the process of channel construction, many LED companies have completed the channel after extending the channel to the terminal. There is no perfect guidance system for the sales terminal, and the terminal image construction is seriously lagging behind.
At present, many LED manufacturers are still focusing on engineering and commercial lighting, relaxing channel construction and support for terminals.
In the face of the current downturn in the property market and the lack of LED retail sales, some LED manufacturers simply focus on second- and third-tier cities that are relatively less affected by real estate regulation, ignoring the channel maintenance of the original first-tier cities.
Many dealers told reporters that in the aspect of LED sales, the manufacturers did not give too much cooperation, and the support for the products was insufficient.
From the purchase to the sale of goods, there is a lack of linkage between manufacturers; in the issue of LED consumption guidance, manufacturers have not given strategic guidance, which makes dealers very confused.
Since LED is an emerging lighting product, consumers lack an essential understanding of it, causing consumers to adopt a "deliberate" attitude toward high-priced LED products.
If there is no professional sales staff to guide consumers and help consumers to have a deeper understanding of the advantages and features of LED products, then consumers' attitude towards LEDs will be difficult to change.
The reporter found in many merchants that the LED sales staff had one answer to the consumers who came to ask, lacking strategic publicity guidelines. 
Shenzhen: LED home lighting is still cold
[Source: Gaogong LED's "LED Lighting Channel" magazine No. 6 (Total Issue 42) Reporter / Li Jingyu]