Global Office LED Lighting Fixture Dimming Solution

　　In order to stand out in the highly competitive LED market, LG Electronics has launched a more aggressive and fierce offensive than ever before, hoping to rapidly expand its business territory into overseas markets.

　　It is reported that LG will launch high-performance LED lighting new products in October, actively planning and preparing to launch a series of LED lighting-related marketing activities. What is particularly noteworthy is that the focus of this campaign is not short-term advertising planned for the product, but rather the hope of establishing LG's brand awareness in the LED lighting market.

　　Originally, LG Group's signature slogan was "Life's Good." This campaign specifically changed the old slogan to "Life's Good. Lighting's Good," adding the English word "Lighting" to LG's brand image advertising slogan, fully demonstrating LG's ambition in the lighting field.

　　LG's LED lighting market initially targeted enterprise customers as its main clients, and formally entered the consumer market in 2011. In May 2010, LG launched the A19 LED lighting bulb capable of replacing a 40-watt incandescent bulb, entering the market at South Korea's lowest price of 13,900 KRW (approximately USD 11.86).

　　The new LED lighting products recently launched by LG are said to be capable of replacing 60-watt incandescent bulbs, and are mainly intended for indoor lighting in department stores or commercial establishments. LG's main competitors in the South Korean market are Samsung LED and Kumho Electric. LG is also making large-scale plans for overseas exports, with overseas launches expected in 2012, and is currently preparing to apply for LED lighting certifications implemented by governments in various countries. The A19 has already met the standards of the United States and Europe, and is expected to smoothly obtain certification by the end of 2011.

　　From the product manufacturing and brand packaging process, it is evident that LG is determined to succeed in this initiative. LG plans to capture 15% and 6% market share respectively in the South Korean domestic and overseas markets by 2015. For the LED lighting segment, the company is promoting it under the name "New Era Power," with the LED lighting market expected to reach a scale of USD 6 billion in 2011 and grow to USD 50 billion by 2015.

　　LG's affiliated company LG Innotek can also play a significant synergistic role for the entire group. LG Innotek, which specializes in LED chips and packaging, recently entered the LED module business for lighting, cooperating with Japan to become a supplier of household LED lighting fixtures under the proprietary brand of Seven & i Holdings. LG's share of supply is expected to increase in the future.

　　Industry professionals in the LED lighting sector believe that, compared with world-renowned lighting companies such as Philips and Osram, LG's LED lighting industry has relatively lower global brand recognition. The approach taken by LG's marketing team of leveraging the existing LG Electronics brand for promotion is a rather clever strategy, especially for the B2C market targeting general consumers, where it should achieve twice the result with half the effort.