Market researcher sees inconsistent price trends in LED markets

January 21, 2013 // By Christoph Hammerschmidt
While the ASP of LED light bulbs in general continues to erode, the introduction of new products caused the price level for some product groups even to climb, observes market research company LEDinside.

Products from the US took the lead as more new products were launched during the month. ASP for those LED bulbs targeted to replace 40W incandescent light bulb posted a mild 0.2% sequential gain to US$18.70. And those targeted to replace the 60W incandescent lamp posted a 3.9% drop to US$30.90 in the same period.

Breaking down by region, LEDinside observed that those LED bulbs for 40W incandescent bulb replacement posted a respective gain of 4.6% and 5.9% in England and Germany, thanks to the mild ASP growth plus weaker currency against US dollar in the regions. Korean vendors saw a mild 1.1% ASP gain, driven in the first place by a weak Korean won.

Korean vendors such as Samsung and LG still have their products priced at lower ASP level, the research firm indicates. In Japan, a mild 1.9% drop is observed because of a stronger yen and an absence of new products. Among all, US led the price drop with an 8.1% sequential change reported amid launch of cheaper-price items.

The sharp price drop in the US market in December is interpreted by LEDinside as a joint result of a further price revision and a competitive pricing from new products. LEDinside believes that new products from EcoSmart and Samsung both offered competitive prices in the US. Of which, Samsung has launched the 810 lumen 10.8W LED bulb for 60W incandescent bulb replacement in the European market. ASP of such item is only US$15 in the US market in December, a price range which is among the lowest of all major brands in the region. Since domestic competition intensifies as market matures, Korean vendors, who eye on the business potential in the European and US markets, thus launch aggressive pricing strategies in order to grab bigger share, LEDinside says.

Along with the ban of sales of incandescent bulb from January 1, 2013 in the European Union countries, corresponding impetus