LED Lighting Brands Shine in 2025’s 618 Mid-Year Shopping Festival

China’s 2025 618 mid-year shopping festival has concluded, and the LED lighting sector saw robust performance driven by policy support, evolving consumer demands, and intensified brand competition.

Policy incentives played a key role in boosting sales this year. The government allocated 300 billion yuan in special long-term treasury bonds to support consumer goods trade-in programs, with local governments rolling out matching policies. Major LED lighting enterprises quickly seized this opportunity. For example, FSL Lighting launched dedicated trade-in subsidy channels on Tmall, JD.com, and Douyin, offering consumers 15%-30% subsidies on product prices. These subsidies, combined with platform discounts, significantly stimulated purchasing enthusiasm.

Consumer preferences shifted noticeably, with buyers focusing more on product value than just low prices. Functions like eye protection, full-spectrum lighting, smart controls, and mood-adjusting lights became hot search keywords. Brands responded with innovative products: Haishibao’s 2025 new ceiling light, featuring glare-free full-spectrum LED beads and a 24-hour circadian rhythm function to regulate biological clocks, gained popularity with promotions like "buy one get one free" and 15% off, reflecting consumers’ willingness to pay for quality and health-focused lighting.

In terms of brand competition, leading players maintained their dominance. NVC Lighting topped sales rankings on Tmall and JD.com, securing the No.1 spot in the lighting sector for the fourth consecutive year. Its health-focused lighting sales surged 119% year-on-year, while green energy-saving products rose 24%. Other top brands included Opple, Bull, Panasonic, and Philips. NVC adopted a consumer-friendly strategy with simplified promotions, transparent pricing across platforms, and logistics support via SF Express, pushing its live-stream sales up 27%.

This year’s 618 highlighted a shift from price wars to value-driven marketing in the LED lighting industry. As consumer demands grow more sophisticated, enterprises are now prioritizing R&D, technological innovation, and service upgrades to stay competitive in the evolving market.