Delta Electronics has kicked off the cooperation with President Chain Store Corp., which runs 4,822 7-Eleven shops throughout Taiwan, to sell its brand-name LED light bulbs, paving the way for 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.

According to the company, the bulbs sold at stores feature omni-directional 270-degree beam angle, 100,000 times of on-off, two-year warranty, and Nichia-made LED emitters. Additionally, 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).

According to Delta executives, date back to 2010, Delta began promoting its LED lighting brands with online stores PC Home and Yahoo. In 2011, it included brick-and-mortar stores B&Q, COSTCO, and electrical and plumbing stores in its retailer partnership list. At present, it 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 2012 by selling up to 700,000-800,000 bulbs.

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.