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E-commerce is booming, and its sales range has expanded from the beginning of clothing, shoes and hats to the aspects of clothing, food, housing and transportation. It can hardly be said that it can't be bought, but it can't be imagined. E-commerce has not only achieved a Ma Yun, but also led to the development of a number of industries. In the LED industry, where the channel is the winner and the terminal is the king, e-commerce seems to be a magic weapon for LED to expand sales channels, and major LED companies have tried water. However, is the e-commerce road really smooth? Is the interest segmentation between the online and offline sales channels of enterprises balanced? The LED e-commerce channel is not the ultimate magic weapon for making a profit, but it is not just a game of a few smart people.
Target customers: Individual customers vs. corporate customers E-commerce and traditional sales channels belong to two different fields. The former relies on online media, while the latter relies on offline markets. The difference in the market also determines the inconsistency between the e-commerce and the target consumer groups faced by traditional sales channels. Therefore, targeting the target group and positioning the product is the first step in taking the e-commerce road. The traditional sales channels under the line, the customer groups that are faced are mostly corporate customers, and the products are mainly sold to the lighting city and building materials city. Through e-commerce channels, most of the customers facing are individual consumers such as post-80s and post-90s. The difference in target consumer groups determines that sales products cannot be generalized. In the LED industry, the direct customers of most products are B (Business) instead of C (Customer). According to industry insiders, the proportion of retail objects in the Chinese market is less than 35, and the current end users of LED lighting are engineering and decoration companies. The main, engineering companies and the like directly supply the manufacturer. Compared with engineering projects, retail objects do not seem to be optimistic. It is believed that the orders for e-commerce are not scattered and the projects are mostly traditional enterprises. The main customers are still contractors and wholesalers of the project. Li Lan of Guangzhou Aladdin E-Commerce Co., Ltd. told the new century LED network reporter that LED companies want to do e-commerce, first of all must be clear that the customer group they will face has been converted from B-end customers to C-end customers. Zheng Hongbin of Aidelang Lighting Technology Co., Ltd. said that the particularity of e-commerce determines that it is directly facing the end consumers. Therefore, LED companies that require e-commerce are targeted at target customers and do product positioning. Take Aidelang as an example, only for home lighting, not for engineering lighting and commercial lighting. The price is positioned at the mid-end, taking the cost-effective route and staggering the competition.
Regarding the transformation of the customer group, the new century LED network reporter learned at the China E-Commerce Research Center that as of December 2012, the online retail market in China accounted for 6.3 of the total retail sales of social consumer goods, and this data reached the first half of this year. 8.2, and is expected to break through in the second half. Currently, LED is a key stage in the transition from outdoor lighting to indoor lighting. E-commerce is also regarded as a young consumer group with relatively easy to accept new things. An effective way to open the civilian home market. Online shopping has become the first choice for young people. Now many LED companies have established their own online sales channels. In the next three years, the e-commerce channel will impact the existing advantages of traditional channels, and by 2018 it is likely to replace the traditional channels to become mainstream. Liu Wei, general manager of the Lighting Division of Tsinghua Tongfang Co., Ltd. said that Tsinghua Tongfang has its own brand flagship store in Tmall, Jingdong Mall, Home and other e-commerce platforms, and currently sells 20,000 LED lighting products this month. Only, accounting for about 15% of total sales.
Price contradiction: online low price VS dealer interest pricing is an inevitable problem in product sales. The same product, because the cost of e-commerce is relatively low, can make online pricing below the offline. For most consumers, in the case of the same product, the lower price will be purchased.
At present, the successful cases of e-commerce channels and distribution channels have not been done. Chen Zhongyi, director of Guangyou Lighting Marketing, said: Although LED lighting has already had the first brand on the line, e-commerce is imperative, but it cannot be offline. The channels are in conflict, which is a headache for traditional lighting companies when operating e-commerce.
When the vested interests of offline agents and distributors are lost, it will inevitably cause dealers to resist online products, which will lead to online and offline contradictions. For LED companies, how to deal with online and offline pricing issues is inevitable and must be solved. Take Philips as an example, relying on its own official website, Philips online store has been relatively mature. The new century LED network reporter found that the LED lighting product page of Philips official website online mall, although there are two prices of the original price and discount price, but the price displayed by the two is consistent. In the new century, LED network reporters learned from the customer service staff of Philips' official website online store that the products of the mall are all regular prices, there have been no discount activities, and no notice of price reduction promotions has been received. Take a LED desk lamp with a price of 699 yuan as an example. When it comes to sales, the customer service said it sold very well. New Century LED network reporter can not help but guess whether Philips' move is to ensure the interests of offline dealers. Some analysts pointed out that the official website of China's official website like Philips is more to supplement the product display and publicity.
However, the strength of self-built e-commerce platforms like Philips is a minority, and more LED companies adopt a third-party e-commerce platform. In this regard, Wu Yulin, president of Foshan Lighting Association, reminded that the price must be very competitive through the e-commerce platform. Therefore, positioning high-end brands or products must be very cautious, it is recommended not to enter the e-commerce with the flow. On the other hand, because the domestic LED lighting standards are not perfect, and even less enforceable, in order to occupy the market, many companies do not hesitate to sacrifice quality to fight price wars. This is a very dangerous signal that will damage the entire LED lighting industry.
At the beginning of July, the reporter heard a typical example from the dealer of Op. Opal Tmall official website has a ceiling spotlight online shopping price of 29.9 yuan / only, for the Oplux dealers, the price is lower than the merchant's purchase price, not to mention the selling price. When the terminal dealer is shocked by the price of the e-commerce, it will have a resistance to the e-commerce. In order to avoid the occurrence of similar situations, according to Wang Long of Guangzhou Aladdin E-Commerce Co., Ltd., when dealing with the price difference between online products and offline products, many companies will set a minimum based on the price negotiated with the dealers. Price, in order to ensure the interests of offline dealers.
However, for more enterprises, in order to completely solve the contradictions and conflicts between the online and offline products of the same product, they will choose another way to take the brand differentiation route, that is, create a brand new brand that is only sold online, to distinguish it from The original brand under the line. Fan Yuyu, executive vice president of Zhongshan Alto Lighting Co., Ltd., introduced that Madden Lighting is a new network brand under Alto Lighting, focusing on the manufacture and sales of ceiling lamps. The reason why the network channel was chosen is because the cost of developing the market is relatively high. Low, and the market is expanding faster.
Product experience: can not see the VS multi-link display product details LED lighting industry is a relatively special industry, the product involves after-sales installation, maintenance and product application, involving a wide range. Although relying on the network, it can display the details of the product more comprehensively than the offline, but unlike the general consumer products, for the technical LED products, it takes more time for the customer to understand the characteristics of the product. Some insiders pointed out that LED products need to show the ability to regulate light. There is still a color difference in clothing products on the e-commerce platform. How to rely on pictures to display the light experience on the network is even more difficult. A Taobao store told the new century LED network reporter: LED products are decoration materials, more people tend to go to the physical store, see the effect, see the quality.
Xia Siyuan, director of the office of the Snowlight Lighting Division, believes that most of the LED stores that are currently doing well on Taobao or other malls are some miscellaneous brands, mainly for some 80 and 90, and some of the regular sales are good. The vast majority of large-scale LED lighting companies are still based on traditional channels. Even if there are shops, there are more dealers, and the focus of the company is still on traditional channels. After all, lighting is still an experiential product, and consumers still pay more attention to the offline experience.
Li Wei also made it clear that the product experience problem is not only encountered by LED companies when they enter the e-commerce business. The disadvantage of each product when doing e-commerce is that the customer loses the process of using the facial features experience.
However, other aspects of e-commerce can be better than offline. According to Li Wei, in order to make up for the lack of product experience, e-commerce strives to provide superior service to offline products in product display, price, customer service and other aspects, in order to achieve extra points. For example, from the time you enter this online store, the system is calculating the dwell time to see if this page is perfect. It even breaks down the stay time of women and men to calculate the layout, color and so on. Through data analysis, we are committed to solving every problem that consumers will encounter when they purchase online.
Zheng Hongbin believes that for the lack of product experience, you can display more product details through page design and real pictures. Secondly, the customer and customer communication process can be used to explain the product in detail; relying on the product physical map uploaded by other buyers, the customer has a more intuitive understanding of the product. If the customer has a psychological gap after purchase, the customer's worries can be dispelled by means of no reason to return and the store to bear the freight.
Express logistics: Fragile items VS packaging and protection of e-commerce as an emerging channel, although developed rapidly in recent years, there are still many problems. Different from traditional sales channels, e-commerce relies heavily on logistics, so it puts higher requirements on product distribution speed and security. The lag in product distribution will drag down the orderly development of the e-commerce market. Without an efficient and reasonably smooth product distribution system, the advantages of LED e-commerce are also difficult to effectively play. Therefore, a perfect product distribution system is especially important for LED e-commerce. LED lamps are fragile goods. How to ensure the integrity of the goods during the transportation process, and how to solve the damage caused by the transportation process is not only a problem that consumers are worried about, but also a problem that causes headaches for the merchants.
It is understood that distribution security is one of the most worrying issues for consumers in online shopping. A large part of customer complaints about stores involves disputes arising from distribution. For the fragile items such as LED lamps, consumers are even more worried. Some consumers said that in order to avoid the trouble of returning and replacing the damaged lamps, they would rather go to a large retail mall such as IKEA to make purchases. In addition, since most of the online channels face individual consumers, the orders are scattered and it is not easy to meet the basic requirements of large-scale logistics. A person in charge of a company said: The lamp is actually a vulnerable item. Generally, unless the big customer has a special car or ordinary express logistics, our samples will occasionally have different degrees of scratching, but the customer will generally think that it is your goods. Time is a problem.
LED lamps, as fragile items, also have limitations in the choice of courier companies. Many courier companies are not very willing to cooperate, considering the damage that may occur during transportation, and the small amount of shipments and no long-term cooperation. If the company adopts the way of logistics to deliver goods, it can't achieve the effect of door-to-door delivery like a courier. It requires customers to go to the logistics and freight station to extract it, which is extremely inconvenient.
Hu Xiang of Guangzhou Aladdin E-Commerce Co., Ltd. believes that to solve the problem that distribution may cause damage to LED lamps, the first thing to solve is product packaging. Packaging requires each manufacturer to make their own thoughts and solutions. If the wine is like a wine, even if it can be dropped from a few floors, it will be fine. Because their commonality is glass, a similar approach can be taken. It is understood that most stores now use split form for packaging. Take a peacock feather-shaped ceiling lamp as an example. The manufacturer makes a special foam plastic. After the pit is completed, each part of the lamp is split and inserted into the pit to achieve shock absorption and protection of the product. It is reported that such a package can basically ensure that the LED lamp is not damaged during the throwing process.
Zheng Hongbin told the New Century LED network reporter that the product packaging must be specially designed for e-commerce.