LED lighting companies how to take the road to e-commerce?

Recently, many major e-commerce websites have discovered that many LED products are discounted, and most of them are sold at half price. According to the chat with the responsible person, the profits of the e-commerce LED products were meager and accounted for only a small part of the sales of “double 11” 19.1 billion.

Mr. Feng of China Lighting Marketing Department said: "E-commerce is the trend, as long as the products are suitable for express delivery, are in the development of DPRK e-commerce, the key depends on how you operate." At present, NVC and Ops are also making great efforts to develop e-commerce. Then what issues need to be paid attention to when developing e-commerce? The reporter has conducted detailed exchanges with many industry professionals who have conducted profound research on e-commerce.

Sales positioning is very important Starbucks is not selling coffee is the environment, sea fishing is not selling hot pot is a service, then what LED electricity supplier to sell is very important, need a clear positioning.

Cai Weigen, Sunshine Lighting (China) engineering manager, told reporters that LED lighting products are very different from daily necessities. It has a certain degree of expertise and industry characteristics and cannot be viewed as consumer circulation products. LED products to do a good business, you need to meet at least two points: First, the module standardization, home products this point has been done, divided into two lamps and light source; second is to provide the corresponding services, LED products like computer components Like, not everyone can assemble.

The e-commerce sales and development of traditional channels belong to two different areas, one relying on the network media, and one relying on the offline market. For the initial sales of new products, e-commerce is easier because the cost and investment required are relatively low, and it is advantageous to exert the price advantage. The channel development of the offline market needs to be achieved through the establishment of personal contacts, self-built channels, and investment promotion. For the purpose of the development and maturity of the channel market, it will form a fixed consumer group and distributors, thus forming a relatively stable sales model.

“At present, e-commerce companies still face the problem of large price gaps between online and offline products. It is very difficult for consumers to buy them at ease. The consumer’s cost-effective requirements for products are getting higher and higher. Even if electricity suppliers sell genuine products, the price is too low. In many cases, customers are inevitably in conflict. Coupled with the lighting industry needs to have a lot of sales, so that after-sales service is also more convenient, so no traditional channels to support the e-commerce is impossible to develop very well. Chengdu Op Lighting distributor Zhao said.

"Online and offline profit distribution is reasonable." The online price is low. It can provide services similar to the ones of JD.com's installed masters to target individual services. What about the traditional channels? Sales to online, design to online, offline to display and After-sales and distribution services, if there is no substantial profit, this 'game' who is willing to play, but also can not afford. So I think it should be a reasonable distribution of online and offline profits. NVC is better than Oupu as an electricity supplier, because logistics Basically belong to the manufacturers, I do not look good op op e-commerce." Sunshine Lighting (China) engineering manager Cai Weigen told reporters.

NVC lighting dealer Feng Chonggao believes that the new brand is easier to do than the old brand as an electricity supplier, but it still has to solve the problem of experiencing the shop. Consumers need to meet their own decoration needs when selecting lighting products. They should change the current monotonous product display so that the real scene can be displayed for the customer to experience. This will inevitably affect the interests of design companies in the home improvement eco-chain. From the traditional channels to e-commerce, the interests of too many people will be touched. How to redistribute the current situation is very difficult, but the new brand will not have this scruples.

In general, it is important to have an e-commerce business and experience shop coverage. And each experience shop must configure the corresponding designer to provide custom design services for customers. At the same time, there will be many problems, so e-commerce interests need to be careful.

Solve the logistics distribution problem The rapid development of e-commerce has exacerbated the burden on the logistics industry. The lag in logistics distribution will drag on the orderly development of the e-commerce market. Without an efficient, reasonably smooth logistics system, the advantages of LED e-commerce can hardly be effectively used. Therefore, a perfect logistics system is particularly important for LED e-commerce.

The products involved in e-commerce channels are relatively late, so LED lighting products are not enough attention on the Internet by consumers, and logistics and e-commerce platforms need to be improved. In addition, most of the LED products are fragile glass products, orders are relatively fragmented, not easy to meet the basic requirements for the formation of large-scale logistics. Therefore, there are still many problems facing the creation of a good situation for e-commerce. However, many people in the industry are now optimistic about the e-commerce channels. The popularity of LEDs will increase the value of products and the e-commerce business will also develop better.

Why does the lighting industry have to embark on e-commerce? Taobao's turnover last year shows that this is an inevitable trend in all walks of life. It is also a reminder to the lighting industry: it is to accelerate the pace of e-commerce. It's time to create another sales shortcut.