In recent years, LED lighting products have developed rapidly in the global market, and the performance of the Japanese market is particularly eye-catching. Especially after the 311 earthquake in Japan, the Japanese people's awareness of power saving was even stronger. From May to September of 2011, the sales volume of Japanese LED lighting products almost doubled that of the same period of the previous year, surpassing the sales of incandescent lamps. In 2012, the demand for LED lighting products in the Japanese market is still rising.
According to the data of Teyi Information, the amount of LED lighting products imported from Japan increased in the whole period from the first quarter of 2010 to the second quarter of 2012. The quarter with the largest increase in import value was the first quarter of 2012, with a quarter-on-quarter increase of 31.53. The largest increase year-on-year was in the second quarter of 2012, with an increase of 100.72.
Driving the growth of the Japanese LED lighting market 1. Japanese government policy to promote the widespread use of incandescent lamps, resulting in high energy consumption and large carbon emissions. Therefore, the Japanese government has long recognized the importance of energy conservation and environmental protection. After the passage of the Kyoto Protocol in 1997, Japan actively promoted LED lighting to reduce carbon dioxide emissions. In 2008, the Japanese government revised the Energy Conservation Act to strengthen carbon dioxide emissions by amending laws.
At the 2010 Global Warming Symposium, the Ministry of Economy, Trade and Industry decided to ban the sale of incandescent lamps by 2012, and some manufacturers announced that they would stop the production of incandescent lamps and increase the production of LED lamps. In 2010, the penetration rate of Japanese LED bulbs was around 16 and reached 30 in 2012.
Second, the enterprise competition promotes product price reduction The revitalization of the Japanese LED lighting industry is actually derived from the price reduction strategy of Japanese companies. For a long time, the Japanese lighting market has been monopolized by the five giants. In 2009, Sharp launched a LED light that was less than half the market price, thus opening up the overall competition in the LED lighting market. The competition between these large enterprise groups caused the price of the original price to fall between 7,000 and 80,000 yen to 4,000 yen. In October 2010, the price of Japanese LED lamps plummeted to around 2,000 yen. At present, Japanese consumers prefer LED lighting products with prices ranging from 1,000 to 2,000 yen, such as Panasonic EVERLEDS and Toshiba E-CORE.
Japan mainly imports LED lighting products from countries. From January to August 2012, Japan imported LED lighting products from China with a value of 140 million US dollars, and the import value accounted for 62.1, ranking first. In addition, South Korea, Taiwan, the United States and other countries and regions accounted for between 5 and 10, while Thailand, Germany, Denmark, and Italy had a small amount of imports, and the proportion of imports did not exceed 5. From this year's point of view, Japan mainly imports LED lighting products from China, indicating that China's LED products have a certain market in Japan. China's LED lighting products are still popular in Japan, which is a good news for LED manufacturers in China who want to enter the Japanese market.
Japanese market entry strategy 1. Japan's LED lighting certification standards According to Teyi Information, Japan does not have official LED lighting product safety standards and certification. The Japan Electric Light Manufacturers Association has prepared the Japanese Industrial Standard (JIS) raw data on the safety specifications of LED lamps, but this will not be approved until next year. At present, low-priced LED lighting has occupied the entire market, and the introduction of an LED lighting standard is imminent. Now overseas companies want to enter the Japanese market can refer to the following two certification standards.
1. JIS certification (Japanese Industrial Standard)
JIS certification is a nationally recognized, voluntary standard established by industry standards. The JIS certification standard measurement method needs to check the model, size, function and safety of the product. When the quality of a product meets the JIS standard quality assurance, it can be successfully delivered to the Japanese market. There are currently 12 countries in the overseas market that accept JIS certification standards: Korea, North Korea, Taiwan, China, Indonesia, Philippines, Myanmar, Thailand, Vietnam, Malaysia, India, and Mexico.
2. PSE Certification For companies wishing to enter the Japanese electrical market, PSE is a mandatory mandatory certification. The PSE has two types of certification marks: the PSEDiamond certification mark (mandatory certification) is used to specify the product, and the PSECircle certification mark (voluntary certification) is used for non-designated product certification. Moreover, this certification is only undertaken by Japanese manufacturers or importers, not foreign manufacturers, so this certification in Japan is very strict and has a high reputation.
Second, the Japanese market sales strategy Chinese companies can only enter the Japanese local LED lighting market with PSE certification (compulsory certification). Japanese companies care more about the after-sales service of products, so domestic companies can choose to cooperate with local agents before entering the Japanese market.
The rigorous and certified image of the Japanese has been deeply rooted in the hearts of the people. Under the principle of domestic priority, Japanese customers often have high requirements for the quality of imported products. In the face of the Japanese market that pursues perfection in quality, domestic companies must start from the quality and avoid any false or exaggerated information. Answering Japanese customer questions or introducing products to Japanese customers should be based on truth and reliability. Although it is difficult for Japanese customers to develop, it is easier to maintain the latter after the development is successful. The reputation of Japanese business is still very good.
Third, the main sales channels of Japanese LED products At present, the sales channels of Japanese LED products are relatively concentrated, mainly concentrated in supermarkets, dealers and engineering projects. The proportion of these three distribution channels exceeds 80. The sum of other types of channels is less than 20. So before entering the Japanese LED market, you need to understand and be familiar with these three major sales channels.
Fourth, the Japanese LED lighting market demand According to Teyi Information survey, Japanese LED lighting is mainly used in residential, office, factory, commercial facilities, road lighting, etc., which is in large demand in the industry. LED lighting products are used earlier in the office and public sector than in home lighting. According to Teyi analysts, in the next few years, the demand for LED lighting in construction, billboards, traffic signals and other fields will gradually increase.
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