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Today, when e-commerce is popular, online shopping has gradually penetrated into lighting life. During the double 11 period in 2013, the sales of Tmall's single store exceeded 1 million yuan. Take Ou Pu Lighting as an example, the transaction amount of 49 million yuan makes it the top position of LED lamp brand sales. Followed by Ao Duo Lighting, the transaction amount was 34.88 million yuan, and the sales volume doubled than expected.
Why domestic LED lighting companies are keen on e-commerce channel online sales channels in addition to the sales channels of goods, is also a promotion channel for brand promotion and product display.
Conceptually, the essence of the e-commerce model is the way in which enterprises obtain profits through the Internet. The profit model is that the enterprise reflects the product flow, service flow, information flow and its value creation process through the electronic market, providing value to customers. At the same time, companies and other participants can share the organic system of interests. The e-commerce model suitable for LED product sales should meet the characteristics of low investment and reliable logistics. Therefore, the B2C model is the first choice for LED e-commerce sales channels.
At present, most of the e-commerce models adopted by LED lighting companies are integrated e-commerce platforms such as Tmall and professional e-commerce platforms for home and LED lamps. Only a small number of enterprises rely on self-built online malls for sales. . For LED lighting products that have not entered the mass circulation market on a large scale and are still in the engineering channel, the e-commerce model has been repeatedly mentioned based on the needs of channel innovation, and how to consider the new channel of e-commerce is still under discussion. carry on.
The reason why domestic LED lighting companies are keen on e-commerce platforms is mainly because it is difficult for ordinary consumers to purchase high-quality LED lights in traditional channels such as department stores or hardware stores. At present, most of the traditional lighting channels in China have not sold LED lighting products in large areas. Only a few large supermarkets sell LED lighting products to ordinary consumers, and only a few brands of LED bulbs are sold. Therefore, those ordinary consumers who have an understanding of LED lighting fixtures can only turn to the Internet to find products, which also caused the current online sales of LED lighting. Secondly, online shopping can reduce the purchase cost of goods reaching end users, which can be reduced by at least 15~30 compared with traditional channels. At the same time, online sales channels are not only the sales channels of products, but also a promotion channel for brand promotion and product display. Companies are very willing to accept this sales model.
Which LED lighting companies are suitable for e-commerce LED brand enterprises are suitable for product sales through e-commerce platform, they have strong brand competitiveness and product quality assurance.
Opt and NVC are the two most active LED lighting companies on the e-commerce platform. It can also be seen that LED brand enterprises are suitable for product sales through e-commerce platform. They have strong brand competitiveness and product quality assurance. The huge capacity advantage suffers from the short-term sales channel and can not be fully utilized. E-commerce platform channel. On the whole, the convenience and efficiency of the e-commerce platform has led more and more Chinese companies to try this new sales channel.
But we must also clearly understand that e-commerce is not suitable for all enterprises, and its model development has certain limitations. In theory, enterprises that are suitable for developing e-commerce channels generally have the following characteristics: First, enterprises with small batches and low prices are suitable for e-commerce. Users with large-volume requirements generally have to conduct on-the-spot inspections of manufacturers to check whether the supply companies have sufficient productivity to meet their needs, so it is difficult to purchase large quantities of products online. In addition, products that are overpriced on the Internet need to have enough trust to support the completion of the transaction. Now the online payment environment is not safe, the transaction amount can only be within a certain acceptable amount. When the transaction price is too high, the company will be very worried about the security of the transaction, so it will tend to trade offline. Second, companies that want to have different channels may consider e-commerce. E-commerce has freed transactions from the limitations of time and space, and has greatly helped to expand the scope of business. Some companies already have fixed sales channels and fixed customers, so they need other channels to expand their business. As a new type of channel, e-commerce is very suitable for these enterprises with fixed channels; these companies often have a good reputation under the Internet, and it is easy to be accepted by customers when they move to the Internet. For those companies that have just been established and the channels are not completely stable, e-commerce is a good opportunity to open up new channels. The third is the core products of the export-oriented enterprises. Compared with domestic trade, foreign trade enterprises need to carry out B2B e-commerce, because the human and financial resources needed to do foreign trade are very large, and e-commerce can better solve this problem.
As can be seen from the above three aspects, LED companies are very suitable to rely on e-commerce platform to develop their own sales channels. However, at this stage, there are still some problems in the path of LED e-commerce that need to be addressed and solved. Only in this way can we ensure the healthy development of this emerging industry.
LED lighting companies to explore the e-commerce channel What are the problems that need to be resolved? The pricing rights of products have yet to be clarified. The target customers of the products are still difficult to clarify. The domestic market lacks influential and competitive enterprises.
For domestic LED companies, the e-commerce model is still in the exploration stage. LED lighting is an emerging industry, its industry characteristics are strong, and there are few lessons to learn from. There is currently no feasible channel for investment prospects to follow. Many consumers lack sufficient awareness of LED lamps, which directly leads to the lack of confidence of many dealers. At this stage, there are relatively few types of LED lighting products, which are not enough to support the storefront. There are not many choices when consumers buy, which is the main reason why many LED brands have no specialty stores, even in LED lighting companies. Taobao is the largest e-commerce platform in China. In summary, LED lighting companies need to further clarify the following three aspects to expand their e-commerce channels.
First, the issue of pricing power of LED products remains to be clarified. Although this issue does not involve whether the LED industry can rely on e-commerce platforms, it is related to whether the e-commerce in the LED industry can do well. How can consumers choose in the face of chaos in the product price system? This is the difference between industrial products and consumer goods companies. Who is going to control the pricing of LED products sold online? How to price? This is where the LED industry needs to improve e-commerce.
Second, the target customers of the products are still difficult to clarify. For any business, the most important thing is to target the target customers. The current direct customers of most products in the LED industry are B (Business) rather than C (Customer), because LED lighting products have not really become popular. Under this circumstance, LED lighting companies must first consider how to improve product quality and brand reputation under the promotion of the national policy of eliminating incandescent lamps.
Third, the domestic market lacks influential and competitive enterprises. Reputation and trust are simply brands. But the brand does not only refer to the product brand, but also the industry brand. At present, the public's understanding of the LED brand is in its infancy, and there is still no clear understanding and understanding. From the perspective of advertising, LED e-commerce as a new thing is harder to reach the public.
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