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In 2014, LED lighting products began to fully infiltrate in the domestic market. The market showed the characteristics of high and low, high speed and sinking, rapid development of e-commerce, and accelerated start-up of second and third-tier markets. Among them, Taobao lighting market growth is gratifying. According to statistics, from January to December 2014, Taobao (including Tmall) sold all kinds of lighting fixtures (including lamps and light sources) amounting to 21.7 billion yuan (calculated at a price), which is more than the sales of 1 billion yuan in 2011. It has grown 20 times. Among them, the light source was 380 million yuan, a year-on-year increase of 120 times, and the lighting was 21.32 billion yuan, an increase of 270. Figure 1 The sales situation of Taobao lighting products from 2011 to 2014 At the same time, the penetration rate of LEDs has also increased rapidly in recent years. The online speed is faster than the offline, and the light source penetration rate is higher than that of the lamps. Overall, the penetration rate of LED light sources has reached 77.2 in 2014, while the penetration rate of LED lamps is only 44.6, but both have more than doubled in 2011. From the perspective of specific lamps, the indoor lighting of table lamps, chandeliers, wall lamps and other interiors has a low penetration rate of about 30-40, while the LED penetration of functional lamps such as aquarium lamps, stage lamps, integrated ceiling modules and outdoor lighting. Higher, reaching 80 or more. In terms of volume, the volume of Taobao (including Tmall) lamps and light sources reached 77.32 million, an increase of 110 over the same period of last year. The volume of light sources was 1.42 million, an increase of 124, and the number of lamps was 63.13 million, an increase of 107. Figure 2: 2011-2014 Taobao lighting product volume status I believe that from the brand competition pattern and the promotion trend of Taobao, compared with previous years, in 2014, the Tao brand began to decline, traditional lighting enthusiasts have launched e-commerce, The stronger the strong, the online market concentration begins to exceed the physical channel. The information and price competitive advantages of small brands can still be maintained in the field of single products. The best-selling explosions of light sources are still mainly composed of low-priced and promotional products; and the high-value-added and professional-type lamps are in the field of traditional four. The sales growth of Op, NVC, Fossil and Philips exceeded the overall growth rate.