From :
In order to pair the light, Zigbee mode should be activated. When unpaired, the lightbulb shows steady light. Do a power cycle 12 times to switch to Zigbee mode (off -> on). The lightbulb will start pulsing white, indicating it is in Zigbee pairing mode. Once successfully paired, the pulsing will stop.
Im currently trying to get a Kajplats 1521lm bulb to pair over zigbee and while i get it to appear and pair i cannot control it beyond the initial pair.
The device page sees the bulbs capabilities and if i click off quickly after pairing, it will turn off but then it immediately looses connection and i can no longer control it until I reset it with the 12 power cycles.
Is your HE hub a C-7 ?
If this is the case, the new Ikea devices will not work in Zigbee 3.0 mode.
My hub is the C-8 and just to clarify I can discover them and they do connect but they don’t stay connected beyond a few seconds after discovery.