LED lighting market of E-commerce situation and future trends

About lighting E-commerce, especially high-end lighting electricity providers, many are skeptical, because in the domestic lighting electricity supplier success stories, almost all of the cost-effective route to go. The last two years, the lights are town, a group of high-end lighting business quietly involved in the electricity business, and achieved initial success.

Situation electricity supplier and the operation of the domestic lighting enterprises various methods

In today's popular e-commerce, online shopping has gradually penetrated into the lighting life bit by bit. From the action-brand manufacturers have extended network channels, offering the brand's flagship store is not ugly on the enormous potential inherent in the outlet channel. Although the lighting industry, there are still many problems, such as product price war, immature technology, etc., but under the e-commerce wave struck, lighting enterprises to adapt to the environment, better living, had another way to expand the channels. Here jointly explore the market of high-end lighting electricity supplier status quo and play.

When tasted the sweetness of the lighting business in the electronic business platform, there are a lot of companies are still on hold remains on the sidelines. They believe that some of the high-end products, such as LED lighting scenarios belong, must have a physical store in order to bring an intuitive feel to the consumer. Meanwhile, lighting distribution, installation and after-sales service is very important, if only focusing on network marketing, and the lack of support the store, companies need to bear the risk. Meanwhile, the price is relatively high for some products on the market also belong to a niche product, buyers are not many. But pay attention to online sales price transparency and parity, is generally believed to go high-end line of products in the electronic business platform of risk is difficult to assess. Some platforms electricity providers also charge commission commodity trading, corporate profit margins have been greatly compressed. Again, enter the electricity business platform, although the initial investment cost is very low, but the latter part of the promotion, marketing and other hidden costs are very high, profit cycle can not be determined. Based on these three points, a lot of people think, LED enterprises will electricity supplier as an auxiliary channel, help companies seeking differentiation path of development, but if you really put electricity providers as the main channel, it means giving up the main battlefield of LED lighting.

Lighting electricity supplier approach getting close to the consumer

Electricity supplier is played from there to now widely used, there have been many models, such as B2B, B2C, B2B2C, B2M, O2O, etc., but not every kind are suitable for the lighting industry. The most common is the lighting industry B2C and O2O mode.

One, B2C mode

This form of online retail electricity supplier to mainly use the Internet to conduct online sales activities. That B2C enterprises through the Internet provides consumers a new shopping environment - online store, consumers in online shopping over the network, the online payment. Because this model saves customers time and space and businesses, greatly improving the efficiency of the transaction, especially for busy office workers, this model can save their valuable time.

But for lighting, it has its special consumption characteristics, according to the well-known online store data, complex lighting purchase rate is very low, nearly 80% of consumers are only buying time before the renovation, so the self-built lighting fixtures B2C online store is not enough, the face of increasing traffic costs, development is relatively slow. So choose settled Taobao Mall, Jingdong Mall, Amazon and other current mainstream comprehensive network of sales channels, with these comprehensive online store of existing customer base, is the best way lamps lighting companies involved in hydropower providers.

Taobao shop operator, has now entered a phase of specialization, now mainly planned by the manager, operations marketing, copywriting, customer service, art, warehouses and other components. In which the manager is responsible for the overall management, brand positioning style shop, etc., operating primarily through social promotion, search engine optimization, a variety of ways to promote train, drill exhibition, events, etc. for the shop to get traffic, text planning is responsible for selling refined products, promotional copy creation, etc., responsible for store decoration art design, product details page design, promotional design, customer service is responsible for visitor reception, conversion orders, after-sales service, warehouse responsible for shipping, check parts. Various departments collaborate together to complete the shop's operations, to achieve the overall goal of the online shop.

Two, O2O mode

Before O2O, the traditional electricity suppliers to buy from product to rely on the use of network to be completed, due to a lack of consumer experience aspects and has been criticized by users. The O2O line with the consumer online services under two features combine to form a complete consumer experience link.

O2O model is the core consumer line to bring the reality of the store - online or offline payment for goods, services, and then go on to enjoy the service line. Enterprises through discount offers information, services, etc., the next line store messages pushed to Internet users, which will convert them to customers under their own line. Because there are a large number of entities traditional enterprise point of sale, and therefore easier to provide a line under the consumer experience, to obtain O2O enterprises engaged online than simply more convenient advantage.

There are companies in the face before the electricity supplier, that lighting is a very intuitive merchandise, you must have a physical store in order to bring an intuitive feel to the consumer. Meanwhile, lighting distribution, installation and after-sales service is very important, if only focusing on network marketing, and the lack of support the store, companies need to bear the risk. But O2O this model just to solve this problem.

This model provides on-line only pictures of goods or discount information, and real services and transactions online under complete. Online consumers informed on the information into the next line of enterprise customers, not only to experience the kind of intuitive feeling entity, also do not worry about the distribution, sale and installation problems.

O2O mode by electricity suppliers, manufacturers together, users Book online, manufacturers bring new products to the rest of the batch is sent through the logistics dealer, users online shop to experience the next auto purchase, and the nearest after-sale service, so that users buy like the lamp lighting, manufacturers together to complete the sale, and minimize logistics costs, and ultimately create a win-win situation. Rise O2O concept to traditional channels dominated the company offers an excellent chance to counterattack. O2O mode online + offline, will be electric lamps lighting industry's ultimate direction.

But this mode with respect to the lighting industry, there are many needs to be perfected, when the transition should not be blind. First, the lighting industry brand less, only some of which also belong to the small business brand can really make public brand awareness by consumers, and very vague, difficult to use a single brand to attract consumers to line shop, is likely to go after the buy is another product. Secondly, the current lighting sales channels mainly Lighting City mode, multi-brand store is not enough. A consumer to buy lighting products, found that the market has a lot of choices, there is no need to buy in a store. Third, drainage consumers through O2O mode to the shop, the store's product line is relatively narrow and can not meet consumer-stop shopping, and ultimately not as good as the one-stop shopping for lighting the city more convenient.

Lighting for individual consumers belong to the low price, buy low frequency "double low" product, does not reflect the O2O unique advantage. However, this situation is mainly O2O not affected the lighting industry, such as furniture, appliances, jewelry and other sectors of the electricity supplier has been completed, and with the development of the industry, the channel's continued exploration and practice, the situation will change , such as the current emergence of intelligent lighting, it is suitable for O2O mode. Meanwhile, O2O also not just draining so simple when based O2O big data play out from the sell-side reverse to guide the production end, when the role of O2O will be more apparent, the benefits of electricity supplier in the lighting industry will tend to improve.


In the past 10 years, e-commerce transactions to get a few dollars to thousands of times, rising from obscurity to become mainstream, with its destructive power of the whole tradition of innovative lighting companies several years to build a business system shaking anxiety, a large number of high-end traditional lighting companies caught in a quagmire, struggling, while at the same time they are trying to embrace this trend. So the traditional high-end lighting companies can seize the opportunity to successfully expand Fun electricity suppliers mode online sales platform? I took this issue on a number of commercial enterprises to do some interviews to prepare for peer learning.

For high-end traditional lighting companies Fun electricity supplier model must have three conditions: First, the precise positioning their own customer base, combined with the existing brand influence and channel operational advantages to expand e-commerce platform under its own line; the other is To ample supply sources, namely a sound financial chain can stockpile a large area to ensure adequate supply and delivery speed; the third is the need for a sound service system, on-site installation manpower available.

On the traditional high-end lighting business leaders, the older generation of entrepreneurs who are starting from the store, one by one, to expand their own sales outlets, slow and steady way to expand their own sales channels, and e-business model as a virtual the online trading platform, which makes traditional high-end lighting business owners lack confidence, discouraged, will not dare to get involved. And mostly second-generation entrepreneurs in setting the main acting style is more conservative, not for their own area of expertise is also not easy to get involved, even if compelled by the situation to get involved in e-commerce platform is also just as a "face project" in the business , without major efforts, generous of its planning operations.

With the changing times, people are gradually changing lifestyles, particularly changes in consumption patterns, to a certain extent, to stimulate e-commerce platform to mature direction. According to statistics, last year's data show that the total amount of electricity supplier has reached 40 million in sales this year, but there is a growing trend. Impact on electricity supplier shuffle pattern accelerate business growing, a former fast fish eat slow fish, and when most companies are novelty Fig fast, corporate structure is bound to turn the big fish eat, that is brand strength, independent research and production, the scale of operations, improve service large companies will highlight their business advantage in corporate shuffle pattern, accounting foot their market share.

Therefore, the traditional high-end lighting companies, they have to develop their own unique pre-sale product line market demand for design and development team, as well as improve the standard followed by mature production lines and skilled staff, coupled with layers of testing personnel strictly control so that it can produce high-quality products of excellent quality; in the sales cycle, the traditional high-end lighting companies because it has many years of production experience accumulated a high number of dealer loyalty, sales and after-sales are guaranteed. As long as the high-end lighting companies weigh the interests of dealers and consumers, to find an electricity supplier to meet their own development business model, will more than small and medium micro enterprises thanks to the cost-effective lighting to take the amount of irrational behavior more promising .
Learned from the current situation in terms of his own, seems to have been a traditional high-end lighting companies do electricity supplier is successful. The most important of which is due to the lamp itself and the general characteristics of different styling products many of the decision. Non-standard lighting products, product design diversity involves different modes of transport, installation, sale and many other aspects, doomed future Consumer Lighting must be wired at all aspects of the experience. Imagine if the lighting made of standardized products, energy production, sale and can be formed simultaneously standardize everything, and that the development of our town lighting will lose the vitality of innovation.

Popular electric provider O2O model is based on a traditional store just added a line of platforms, such as dining, fitness, movies and shows, beauty salons, photography and department stores and the like. Because these industries do not require much service, so its rapid pace of development. But on the other hand, the current network of trust issues outstanding, many orders because they can not face to face transactions and ultimately voided, and because the store location is fixed, and to develop high cost, making the marketing area O2O model on the one hand because the store is too narrow fixed , and because online networks become precise enough radiation range. For the traditional lighting companies, leaving the line experience and on-site installation and maintenance service, lighting products will be difficult to sell. Lamps network aims to create a platform for manufacturers to supply the Alliance, under the sales model line completely copied to the line to inverse O2O model will line transactions into online transactions, the implementation of real-name store + Shop authentication for manufacturers to create a truly seamless trusted vendor sales channels. Manufacturers will release their new products directly to the lamp lights network, dealers can store around the country in their own shop to buy factory direct their favorite new products, and the pictures downloaded directly transferred to hang onto their own shop, if customers need to be the next single, factory direct shipment directly to the local dealer store, dealers are only responsible for the appropriate service can be. This mode not only saves the dealer's express logistics costs and inventory pressures is to let dealers in their stores will be able to easily take orders by sales. So for the traditional high-end lighting companies, electricity providers want to Fun mode is selected on the platform is very important, only the election of the enterprise development platform for their own future in order to win in the fierce market shuffle pattern.