Recently, Ms. Shunqing, the chief operating officer of China Light, published a hot discussion about "LED channel innovation and transformation" on Weibo, and various netizens and experts from all walks of life started the "LED e-commerce and traditional channel dispute". A warm discussion.
As an emerging lighting channel, e-commerce should be the current mainstream battlefield:
proposition view:
E-commerce lighting channels should be used as the main battlefield one: a wide range of consumers, fast growth, and many options
Nowadays, after the 1980s and 1990s, it has gradually become the main consumer. The concept has been updated and new things have been accepted relatively quickly. Online shopping has almost become the first choice among young people. Moreover, a few high-quality LED lights that can't be bought in the regular circulation channels on the market are almost all available online, which is convenient and fast. Of course, there are factors that have not yet been popularized in the LED lighting market. According to Meng Shunqing's data, as of July 2012, the number of Internet users in China was 538 million, and e-commerce transaction data reached 3.3 trillion in the first half of the year. Taobao's sales are expected to reach one trillion this year, equivalent to the total GDP of Shaanxi Province, and lighting fixtures will account for about 3 billion. Taobao's Yihanyuan merchant sales reached 100 million, tripled within a year, and not counted on other platforms such as Jingdong. What's even more shocking is that the number of monthly online transactions in electronic stores has not exceeded three digits, which can be described as "a new continent to be developed".
E-commerce lighting channels should be used as the main battlefield 2: low cost and wide coverage of e-commerce
Compared with the high investment of traditional channels such as engineering and agency distribution, the advantages of low cost and wide coverage of online sales such as B2B or B2C have become obvious. The e-commerce audience is very wide and is not subject to regional restrictions. At the same time, it can also shorten the intermediate circulation link.
E-commerce lighting channel should be used as the main battlefield 3: at a turning point
@ 利兰 光: Internet marketing is fierce, and it has been competing for a large number of traditional channels of consumer electronics, home appliances, clothing, and small commodities. On the one hand, e-commerce channels provide consumers with low prices and convenience, on the one hand, they reduce marketing costs for merchants and expand the scope of sales. LED lighting is at a turning point in the network and traditional convergence.
Opposition view:
Should still focus on traditional channels One: user experience
@ 大 æœè£… 陈å°åˆš: The physical store can not only bring consumers a sense of physical experience, feel its material, light color, workmanship, but also the most critical distribution and after-sales service. Online sales are generally shipped from the place of production. During this period, there is a waiting period, and physical stores are shipped in the same city, which can achieve both purchase and delivery, and the other is that many stores are packaged and installed.
@ å— å¸ˆ 如是: Lighting is not clothing or sundries, but a technology. How do you buy a lamp online, what height do you install it, how much light does it take, and how much illuminance does it take?
Should still be based on traditional channels Second: replacement objects, brand building
@ å´æ£ å–†: The main customers of the replacement era of led are business users and users of public facilities. These customers will not operate the project in the manner of c2c or b2c or b2b. Traditional channels still play the role of major industry channels. Household purchases will show an upward trend, but not mainstream. Taking e-commerce as its main form of channel can be used as a choice for differentiation, and seriously left the main battlefield.
@ 大 Lighting Guo Yilun: Those companies with a certain foundation and certain ambitions can not give up the opportunity to obtain industry brands through traditional channels, and put their main energy on the network that only sells products but not brands.
Should still be based on traditional channels Three: the target is retail, end users are non-mainstream consumers
Although online platforms have become a popular way of shopping now, it should be considered that the main target of online shopping is retail, which accounts for less than 35% of the Chinese market, so it is not optimistic about e-commerce channels at this stage. In addition, at present, there are many end-users of LED lighting in engineering and decoration companies, and a few are ordinary consumers, while engineering companies and the like directly source from manufacturers, so engineering and distribution (distribution) channels are king.
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