The number of myopic people in my country is increasing year by year, and with the trend of myopia at a younger age, the category of eye protection ceiling lamps has become more prominent and has achieved new growth.
In September, the growth rate of eye protection ceiling lamps was extremely fast, with sales on Tmall reaching 69 million yuan, a year-on-year increase of 869.90%, and sales on Taobao soaring 393.30% year-on-year.To this end, Luxsky Lighting conducted an in-depth interpretation of the September data of the second-level category of Taobao eye protection ceiling lamps, focusing on people, goods, and venues. The following is a specific analysis:
1. Which products sell well? Modern and simple style is the best-selling, and intelligent control has great potential
In terms of the number of stores and products, the number of stores on Taobao and Tmall is not much different, but the number of products on Tmall is significantly more than that on Taobao.This may be because the market for eye protection lamps is still in the blue ocean and has certain technical barriers. At present, there are a few domestic and overseas head lighting brands that have laid out related product lines. Taobao is mostly a distributor, and Tmall is mainly a brand flagship store, so there are many products in Tmall stores.
Number of stores and products for eye-protection ceiling lamps:
The number of products in the low-price segment of less than 600 yuan is the largest; the sales contribution of the low- and medium-price segment of 600-1200 yuan is the largest, followed by the medium- and high-price segment of 1200-1800 yuan. Competition in the low-price segment is fierce, and the sales volume of the price range of 1,000 yuan and above is good, and there are limited players, so there is a greater opportunity for new brands to enter the market.
From the distribution of the price range of eye-protection ceiling lamps, the 10-15㎡ irradiation area has the largest market share, followed by 15-30㎡. This means that most consumers use the product in a small space, mostly for home office and study scenes. Brands can focus on the layout of products with an irradiation area of 10-30㎡ for this scene. From the sales of eye-protection ceiling lamps with different irradiation areas, the market share of modern simple style is significantly higher than other categories, and the average price is the highest; the average price of new Chinese style is second, and the market share is the smallest. There are few players in the new Chinese style field, and the products have a large premium space. Brands can layout products in this style to compete with differentiation.
Sales of different styles of eye-protection ceiling lamps: Products with intelligent control functions are more popular with consumers, and intelligence is the development trend of the future home furnishing market. Brands can focus on the layout of related functions such as product intelligent remote control, seize consumption trends, and seize market share.
Sales of eye-protection ceiling lamps with intelligent remote control: The keywords of the top products of eye-protection ceiling lamps are ultra-thin and full spectrum, and the applicable scenes are mostly study rooms, bedrooms, and living rooms. Some products are designed for children's rooms. Under the "double reduction" policy, there are many home learning scenes for children in my country, and there is a large demand for eye-protection lamps in children's rooms. Brands can focus on the layout of products suitable for children's rooms.
2. Which stores sell well? The branding trend is obvious, and the dealer space is small
Among the TOP10 stores of Taobao eye-protection ceiling lamps, the first 9 are brand flagship stores, with an obvious branding trend and a small dealer market space. New players need to penetrate the eye protection function, strengthen product features, enter the market from brand flagship stores, build a good reputation, and establish brand awareness. Hot-selling products and main selling points of each flagship store: Janeton Lighting Flagship Store focuses on various embedded lamps, chandeliers, ceiling lamps, etc., using imported lamp beads from Puli; the hot-selling products of Aoduo Home Furnishings Flagship Store are cream-style bedroom ceiling lamps; Xingguang Flagship Store mainly sells light luxury Nordic-style chandeliers and decorative lamps; luugaa Lujialiangpin Flagship Store's eye-protection cookie lamps are the most popular, focusing on modern and simple style; ARROW Arrow Lighting Flagship Store's hot-selling products are ultra-thin LED ceiling lamps, minimalist style, and high cost performance.
3. How to grow the brand? Dig deep into the eye protection function and emphasize the quality of the light source
In the list, the TOP1 brand Janeton's hot-selling products are full-spectrum eye-protection ceiling lamps for the living room and bedroom, and the lamp beads are officially authorized by Puli; Aoduo's new white jade plate cream-style eye-protection ceiling lamp also uses imported Puli light sources to increase the color space restoration, which is more eye-protecting and brighter; Xingguang adopts classroom lighting standards and imported Puli chips, and the light level is closer to natural light.
Most of the TOP10 brands of Taobao eye-protection ceiling lamps use the imported Purui light source from the United States, which has a higher eye protection reliability. New brands entering the market need to dig deep into the eye protection function, emphasize the eye protection light source and color space restoration, and can use lamp beads endorsed by big brands to enhance consumer trust.
04 Where are the consumer needs? Brightness and installation are pain points, and there is a great demand for children's rooms
Brightness is the keyword with the most negative feedback from consumers, followed by installation. Negative voice reflects the pain points of the product. Brands need to focus on coordinating the high brightness and eye protection functions of the product, and also need to solve the difficulties and pain points of consumer product installation.
Negative feedback from consumers on eye-protection ceiling lamps:
In the use scenarios, bedroom, living room, and children's room ceiling lamps are the future trend. The overall myopia rate of children and adolescents in my country is 52.7%, and there is a great demand for eye protection. Eye protection lamps have a large growth space, and brands can design related products for children.
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