[Source: Gaogong LED 's " LED Lighting Channel" magazine February issue reporter / He Xingling ]
What is the concept of 19.1 billion yuan? If you use a hundred dollar bill to pick up 19,000 meters high, equivalent to 23 times the world's tallest building Burj Khalifa; if you use a money counter to point, you need to work 133 days. Many LED manufacturers see such figures will inevitably be heart-warming, but also have launched the idea of ​​e-commerce. It is understood that many LED companies are now starting to embark on the road of e-commerce and set up a special e-commerce department.
Recently, the reporter found on the major e-commerce websites that many LED products are discounted, most of them are sold at half price, and 包邮. By chatting with the person in charge, the profit of LED products on e-commerce is meager, accounting for only a small part of the sales of “Double Eleven†19.1 billion.
Mr. Feng, the marketing department of Huati Lighting, said: "E-commerce is a trend. As long as it is suitable for express delivery, it is developing towards e-commerce. The key is how you operate." At present, NVC and Opp are also vigorously developing e-commerce, so what issues should be paid attention to when developing e-commerce? The reporter made detailed exchanges with many industry professionals who have deep research on e-commerce.
Sales positioning is important
Starbucks does not sell coffee as the environment. It is not the hot pot that the sea bottom sells. It is important to sell LED e-commerce, and it needs to have a clear positioning.
Sun Weiguang (China) Engineering Manager Cai Weigen told reporters that LED lighting products are very different from daily necessities. It has certain professional and industrial characteristics and cannot be viewed as consumer goods. To make e-commerce for LED products, at least two points must be met: First, module standardization, home products have been done, divided into two parts: lamps and light sources; second, to provide corresponding services, LED products are like computer parts. The same, not everyone can assemble.
E-commerce sales and pioneering traditional channels belong to two different fields, one relying on network media and one relying on offline market. For the initial sales of new products, e-commerce is easier, because the cost and investment required are relatively low, which is beneficial to the price advantage; the channel development of the offline market needs to be promoted through the establishment of contacts, self-built channels, and investment promotion. The purpose, once the channel market is developed and matured, will form a fixed consumer group and dealers, thus forming a relatively stable sales model.
"At present, e-commerce is also facing the problem of large price gap between online and offline products, which is difficult for consumers to buy with confidence. Consumers are increasingly demanding the price/performance ratio of products. Even if e-commerce sells genuine products, the price is too low. Many customers are inevitably resistant. In addition, the lighting industry needs to have many sales points, so the after-sales service is also more convenient, so e-commerce without the support of traditional channels is unlikely to develop very well." Mr. Zhao, a distributor of Chengdu Op Lighting, said.
Rational distribution of online and offline benefits
“The online price is low, and it can provide services like Jingdong installed masters to target individual services. What about the traditional channels? Sales are handed over to the online, design is handed over to the online, offline is the display and after-sales and delivery services, if There is no rich profit, this 'game' who wants to play, can not afford to play. So I think it should be reasonable to distribute the profit of online and offline. NVC has an advantage over OPP because logistics is basically owned by manufacturers. I don't like Optima for e-commerce," said Cai Weigen, Sunshine Lighting (China) Engineering Manager.
NVC lighting dealer Feng Chonggao believes that it is easier for new brands to be e-commerce than old brands, but it is still necessary to solve the problem of experience stores. Consumers should meet the needs of their own decoration when choosing lighting products. They should change the current monotonous product display to achieve a real scene display for the customer experience. This will inevitably impact the interests of design companies in the home improvement ecosystem. From traditional channels to e-commerce, it will touch the interests of too many people. How to redistribute it is difficult at present, but the new brand has no such scruples.
In general, it is important to make e-commerce and experience the coverage of the store. And each experience store must be equipped with the corresponding designer to provide customers with customized design services. At the same time, there will be many problems, so the issue of e-commerce interest distribution needs to be cautious.
Solve the problem of logistics and distribution
The rapid development of e-commerce has aggravated the burden of the logistics industry. The lag of logistics and distribution will drag down the orderly development of the e-commerce market. Without an efficient and reasonably smooth logistics system, the advantages of LED e-commerce are also difficult to effectively play. Therefore, a sound logistics system is especially important for LED e-commerce.
Products involved in e-commerce channels are relatively late, so LED lighting products are not high enough for consumers on the Internet, logistics and e-commerce platforms need to be improved. In addition, LED products are mostly fragile glass products, orders are relatively scattered, it is not easy to meet the basic requirements for the formation of large-scale logistics. Therefore, in order to create a good situation for e-commerce, there are still many problems. However, many people in the industry are now optimistic about e-commerce channels. The popularity of LEDs will increase the value of products, and the e-commerce business will be better developed.
Why is the lighting industry going to e-commerce? Taobao's turnover last year shows that this is an inevitable trend in the development of all walks of life, and it is also a reminder to the lighting industry: it is time to accelerate the pace of e-commerce and create another sales shortcut.
What is the concept of 19.1 billion yuan? If you use a hundred dollar bill to pick up 19,000 meters high, equivalent to 23 times the world's tallest building Burj Khalifa; if you use a money counter to point, you need to work 133 days. Many LED manufacturers see such figures will inevitably be heart-warming, but also have launched the idea of ​​e-commerce. It is understood that many LED companies are now starting to embark on the road of e-commerce and set up a special e-commerce department.
Recently, the reporter found on the major e-commerce websites that many LED products are discounted, most of them are sold at half price, and 包邮. By chatting with the person in charge, the profit of LED products on e-commerce is meager, accounting for only a small part of the sales of “Double Eleven†19.1 billion.
Mr. Feng, the marketing department of Huati Lighting, said: "E-commerce is a trend. As long as it is suitable for express delivery, it is developing towards e-commerce. The key is how you operate." At present, NVC and Opp are also vigorously developing e-commerce, so what issues should be paid attention to when developing e-commerce? The reporter made detailed exchanges with many industry professionals who have deep research on e-commerce.
Sales positioning is important
Starbucks does not sell coffee as the environment. It is not the hot pot that the sea bottom sells. It is important to sell LED e-commerce, and it needs to have a clear positioning.
Sun Weiguang (China) Engineering Manager Cai Weigen told reporters that LED lighting products are very different from daily necessities. It has certain professional and industrial characteristics and cannot be viewed as consumer goods. To make e-commerce for LED products, at least two points must be met: First, module standardization, home products have been done, divided into two parts: lamps and light sources; second, to provide corresponding services, LED products are like computer parts. The same, not everyone can assemble.
E-commerce sales and pioneering traditional channels belong to two different fields, one relying on network media and one relying on offline market. For the initial sales of new products, e-commerce is easier, because the cost and investment required are relatively low, which is beneficial to the price advantage; the channel development of the offline market needs to be promoted through the establishment of contacts, self-built channels, and investment promotion. The purpose, once the channel market is developed and matured, will form a fixed consumer group and dealers, thus forming a relatively stable sales model.
"At present, e-commerce is also facing the problem of large price gap between online and offline products, which is difficult for consumers to buy with confidence. Consumers are increasingly demanding the price/performance ratio of products. Even if e-commerce sells genuine products, the price is too low. Many customers are inevitably resistant. In addition, the lighting industry needs to have many sales points, so the after-sales service is also more convenient, so e-commerce without the support of traditional channels is unlikely to develop very well." Mr. Zhao, a distributor of Chengdu Op Lighting, said.
Rational distribution of online and offline benefits
“The online price is low, and it can provide services like Jingdong installed masters to target individual services. What about the traditional channels? Sales are handed over to the online, design is handed over to the online, offline is the display and after-sales and delivery services, if There is no rich profit, this 'game' who wants to play, can not afford to play. So I think it should be reasonable to distribute the profit of online and offline. NVC has an advantage over OPP because logistics is basically owned by manufacturers. I don't like Optima for e-commerce," said Cai Weigen, Sunshine Lighting (China) Engineering Manager.
NVC lighting dealer Feng Chonggao believes that it is easier for new brands to be e-commerce than old brands, but it is still necessary to solve the problem of experience stores. Consumers should meet the needs of their own decoration when choosing lighting products. They should change the current monotonous product display to achieve a real scene display for the customer experience. This will inevitably impact the interests of design companies in the home improvement ecosystem. From traditional channels to e-commerce, it will touch the interests of too many people. How to redistribute it is difficult at present, but the new brand has no such scruples.
In general, it is important to make e-commerce and experience the coverage of the store. And each experience store must be equipped with the corresponding designer to provide customers with customized design services. At the same time, there will be many problems, so the issue of e-commerce interest distribution needs to be cautious.
Solve the problem of logistics and distribution
The rapid development of e-commerce has aggravated the burden of the logistics industry. The lag of logistics and distribution will drag down the orderly development of the e-commerce market. Without an efficient and reasonably smooth logistics system, the advantages of LED e-commerce are also difficult to effectively play. Therefore, a sound logistics system is especially important for LED e-commerce.
Products involved in e-commerce channels are relatively late, so LED lighting products are not high enough for consumers on the Internet, logistics and e-commerce platforms need to be improved. In addition, LED products are mostly fragile glass products, orders are relatively scattered, it is not easy to meet the basic requirements for the formation of large-scale logistics. Therefore, in order to create a good situation for e-commerce, there are still many problems. However, many people in the industry are now optimistic about e-commerce channels. The popularity of LEDs will increase the value of products, and the e-commerce business will be better developed.
Why is the lighting industry going to e-commerce? Taobao's turnover last year shows that this is an inevitable trend in the development of all walks of life, and it is also a reminder to the lighting industry: it is time to accelerate the pace of e-commerce and create another sales shortcut.
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