Partnership With 7-Eleven Underscores Delta's Aggressive LED Bulb Sale Goal

Taipei, July 31, 2012 (CENS)--Delta Electronics Inc. has begun working with President Chain Store Corp., which runs 4,822 7-Eleven shops throughout Taiwan, to sell its brand-name LED light bulbs, a further sign of the company's vigorous pursuit for the goal of becoming Taiwan's No.1 LED bulb brand.

The company has built up a stock of 300,000 8W LED light bulbs at 7-Eleven stores and is preparing another 300,000 bulbs for next round of promotions at the chain store system.

In May this year, the chain store operator sold 100,000 LED bulbs for Everlight Electronic Co., Ltd. in two weeks, helping to boost Everlight to the top of Taiwan's brand LED light bulb sector.

According to Delta executives, Delta began promoting its LED lighting brands in 2010 with online stores PC Home and Yahoo. In the following year, it included brick-and-mortar stores B&Q, COSTCO, and electrical and plumbing stores in its retailer partnership list. This year, Delta has entered into alliance with President Chain Store on sales of the bulbs, hoping to achieve the goal of becoming Taiwan's No.1 LED light bulb brand by the end of this year by selling up to 700,000-800,000 bulbs.

The bulbs Delta is selling at 7-Eleven convenience stores feature omni-directional 270-degree beam angle, 100,000 times of on-off, two-year warranty, and Nichia-made LED emitters. The lamp has been awarded with Taiwan's Golden Pin Design Award. The promotional pricing is NT$599 (US$19.9 at US$1:NT$30) for two bulbs, with normal pricing for each unit at NT$399 (US$13.3).

Delta executives estimated Taiwan's LED bulb market scale at 20 million in units a year and the demand would be driven up when the retail pricing falls to around NT$300 (US$10).

Industry executives estimated the company to ship two million bulbs by the end of this year with its contract-manufacturing and brand-name operations combined. The company, which branched out into LED lighting from power supply manufacturing, has been contracted to make LED lamps for American, European and Japanese buyers.