The Italian economist Baredo once put forward the view that the most important of any group of things is only a small part. About 80% of the society's wealth is concentrated in 20% of the people, and 80% of people only have 20% of social wealth. This is the 28th rule. In the field of LED lighting e-commerce, the 28th law seems to be in force forever.
LED lighting e-commerce is in the position of "satisfaction", 80% of enterprises are losing money, 10% of enterprises are guaranteed to pay less, and enterprises that make money do not exceed 10%. Liu Yuangui, chairman of Yi Ning Liang Lighting, pointed out in his Weibo.
When e-commerce enters the stable period, LEDs earn less and lose more?
According to the latest e-commerce data, the market size of online shopping lighting products in 2014 reached approximately 14.683 billion yuan, accounting for 14.4% of all sales channels.
For the emerging small and medium-sized enterprises of LED, the input cost of e-commerce channel is relatively small. It seems to be a good choice as a pre-promotion, but not all enterprises are suitable for e-commerce platforms. Some industry insiders said that the emergence of e-commerce should be a supplement, but not the only weight for future development.
Tan Jian, chairman of Laiwei Optoelectronics, which started to operate e-commerce in 2013, said frankly that the company has experienced losses and guaranteed capital to achieve its current profitability. "There are only a few percent of e-commerce companies that make money now, because the companies that survived must speak with strength, opportunistically, rely on the brush to make sales, and sooner or later they must be eliminated."
This coincides with the view of Zhang Yang, CEO of Micro-Electronics. "Doing LED lighting e-commerce is profitable or loss-dependent depends on the investment of the company. There is no shortcut, you must use the competitiveness of the product to speak." According to Zhang Yang, micro Since the end of 2014, Zhi Electronics has been selling Internet LED lighting products, and its current sales have reached millions.
"E-commerce has gradually entered a relatively stable stage from a high-speed growth period in the past two years. It is only considered as a 'occupation' of enterprises. The period of swarming has passed, and the number of unprofessional enterprises will be less and less." Li Quan, general manager of Hanyuan Lighting, believes that the loss-making enterprises that do lighting e-commerce will occupy more and more, and 20% of the strong brands will occupy 80% of the market share. This is the general trend.
Which companies can become the rare 20%? Li Quan believes that one type is more capable, including enterprises with great advantages in the field of brands, and the other is "small and beautiful" enterprises. "Intermediate" companies with unclear market positioning are more difficult to survive.
Tmall's new initiative announced that LED companies are complaining?
Although some lighting companies are desperately fighting in the e-commerce field, the e-commerce giant Tmall, which has repeatedly broken the "double eleven" sales record, still attracts LED lighting companies.
"The loss of some enterprises in the early stage may be to expand their popularity and brush sales. On the contrary, some enterprises have invested a lot of energy in advertising, which has earned a large amount of traffic, resulting in a decrease in traffic of other companies. "Zhang Yang said.
In order to obtain traffic, most companies adopt the method of small profits but quick turnover. According to the survey, there are no fewer than 1,000 LED bulbs with prices as low as 1.8 yuan. Li Quan believes that, in contrast, more mature companies will consider whether this input and output can meet the long-term expectations of the company.
E-commerce is undoubtedly an important entry point for LED lighting brands, whether it is due to sales model or perfect channel considerations. On March 2nd, the publication of the "Tmall Merchants Standards Adjustment Announcement" meant that e-commerce resources were more concentrated in the hands of a few enterprises.
The "Announcement" shows that Tmall will actively recruit 55 LED lighting brands that provide quality goods and services to jointly upgrade the consumer experience. Starting from March 9th, brands that are not on the public list will not be able to register for Tmall.
The new round of survival of the fittest has put more LED lighting companies at a disadvantage, Tan Jian believes, "Because Tmall is now a scarce resource, if a loss-making company goes to Tmall, the store will be 'valued'." The release of the "Announcement" issued a "customer order" to most lighting companies. "In fact, it is normal for the company to be kicked out, and the survival of the fittest."
In addition, e-commerce taxation measures have also caused many LED lighting companies to scare a cold sweat. If the profit is less than 10%, more companies will lose money after taxation. Many merchants said, "Can you apply for bankruptcy, or you can run straight." Although it is a ridicule, it also expresses the helplessness of being in LED lighting. A certain employer also believes that "if the e-commerce tax, the LED e-commerce is even more difficult to do."
Although the e-commerce platform has gradually matured and is doing its best, it is the best way for LED lighting companies not to put eggs in one basket.
LED lighting e-commerce is in the position of "satisfaction", 80% of enterprises are losing money, 10% of enterprises are guaranteed to pay less, and enterprises that make money do not exceed 10%. Liu Yuangui, chairman of Yi Ning Liang Lighting, pointed out in his Weibo.
When e-commerce enters the stable period, LEDs earn less and lose more?
According to the latest e-commerce data, the market size of online shopping lighting products in 2014 reached approximately 14.683 billion yuan, accounting for 14.4% of all sales channels.
For the emerging small and medium-sized enterprises of LED, the input cost of e-commerce channel is relatively small. It seems to be a good choice as a pre-promotion, but not all enterprises are suitable for e-commerce platforms. Some industry insiders said that the emergence of e-commerce should be a supplement, but not the only weight for future development.
Tan Jian, chairman of Laiwei Optoelectronics, which started to operate e-commerce in 2013, said frankly that the company has experienced losses and guaranteed capital to achieve its current profitability. "There are only a few percent of e-commerce companies that make money now, because the companies that survived must speak with strength, opportunistically, rely on the brush to make sales, and sooner or later they must be eliminated."
This coincides with the view of Zhang Yang, CEO of Micro-Electronics. "Doing LED lighting e-commerce is profitable or loss-dependent depends on the investment of the company. There is no shortcut, you must use the competitiveness of the product to speak." According to Zhang Yang, micro Since the end of 2014, Zhi Electronics has been selling Internet LED lighting products, and its current sales have reached millions.
"E-commerce has gradually entered a relatively stable stage from a high-speed growth period in the past two years. It is only considered as a 'occupation' of enterprises. The period of swarming has passed, and the number of unprofessional enterprises will be less and less." Li Quan, general manager of Hanyuan Lighting, believes that the loss-making enterprises that do lighting e-commerce will occupy more and more, and 20% of the strong brands will occupy 80% of the market share. This is the general trend.
Which companies can become the rare 20%? Li Quan believes that one type is more capable, including enterprises with great advantages in the field of brands, and the other is "small and beautiful" enterprises. "Intermediate" companies with unclear market positioning are more difficult to survive.
Tmall's new initiative announced that LED companies are complaining?
Although some lighting companies are desperately fighting in the e-commerce field, the e-commerce giant Tmall, which has repeatedly broken the "double eleven" sales record, still attracts LED lighting companies.
"The loss of some enterprises in the early stage may be to expand their popularity and brush sales. On the contrary, some enterprises have invested a lot of energy in advertising, which has earned a large amount of traffic, resulting in a decrease in traffic of other companies. "Zhang Yang said.
In order to obtain traffic, most companies adopt the method of small profits but quick turnover. According to the survey, there are no fewer than 1,000 LED bulbs with prices as low as 1.8 yuan. Li Quan believes that, in contrast, more mature companies will consider whether this input and output can meet the long-term expectations of the company.
E-commerce is undoubtedly an important entry point for LED lighting brands, whether it is due to sales model or perfect channel considerations. On March 2nd, the publication of the "Tmall Merchants Standards Adjustment Announcement" meant that e-commerce resources were more concentrated in the hands of a few enterprises.
The "Announcement" shows that Tmall will actively recruit 55 LED lighting brands that provide quality goods and services to jointly upgrade the consumer experience. Starting from March 9th, brands that are not on the public list will not be able to register for Tmall.
The new round of survival of the fittest has put more LED lighting companies at a disadvantage, Tan Jian believes, "Because Tmall is now a scarce resource, if a loss-making company goes to Tmall, the store will be 'valued'." The release of the "Announcement" issued a "customer order" to most lighting companies. "In fact, it is normal for the company to be kicked out, and the survival of the fittest."
In addition, e-commerce taxation measures have also caused many LED lighting companies to scare a cold sweat. If the profit is less than 10%, more companies will lose money after taxation. Many merchants said, "Can you apply for bankruptcy, or you can run straight." Although it is a ridicule, it also expresses the helplessness of being in LED lighting. A certain employer also believes that "if the e-commerce tax, the LED e-commerce is even more difficult to do."
Although the e-commerce platform has gradually matured and is doing its best, it is the best way for LED lighting companies not to put eggs in one basket.
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