Looking back on the past 2013, the “Double Eleven†e-commerce promotion day is undoubtedly the most popular e-commerce topic of the year. On the same day, Op Lighting has frequently appeared on the front page of major media with online sales of 60.18 million. Other brands such as Otto, NVC, Chau Minghanyuan have also exceeded the 10 million mark, and there are dozens of other LED lighting companies that have exceeded one million sales.
The gratifying performance of "Double Eleven" has made these companies that test the LED e-commerce taste a little sweet, and at the same time become the best example of the "radical faction" that the LED e-commerce era has come. According to some data, the sales volume and scale of online LED lighting categories in the past two years have reached 890%.
According to statistics, the main population of online LED lighting products is 25-39 years old, accounting for more than 70% of this age group. These people have certain economic abilities, and are in the planning period of the purchase of real estate by the family or the closing period of home decoration, which is the leading consumer group of the LED lighting civilian market in the future.
From these points of view, the impact of e-commerce on traditional channels is not that great. In the "radical faction" view, the "two high" data such as high sales volume and high growth rate is not only the best "knocking block" to knock on the LED e-commerce door, but also the best evidence that LED e-commerce is maturing. However, this view is not what the "conservatives" look.
First, the data is not rigorous. Some traditional dealers told reporters that Optel Lighting had “moisture†in online sales of more than 60 million on the “Double Elevenâ€.
"Oppu's online sales of more than 60 million do not rule out that some of them are launching offline channels to buy out in the form of purchases, and there are not so many consumers who actually reach the end. In addition, these 60 million are only the same day. Sales, it is not known how much real trading volume will be excluded after the consumer’s return.
Second, the issue of integration between online and offline. "Opp is also a big move, such a high sales on the line, his offline channel dealers will certainly have opinions." Dealer Mr. Lin does not agree with the practice of Op. He believes that although Oupu has earned eyeballs and fame in e-commerce sales, all kinds of complaints and opinions from offline channels are sure to follow. Opu must make various appeasements to these channels to avoid further deterioration.
He pointed out that from the current situation, the focus of LED companies is still in the traditional channels, and more conceptual discussions on e-commerce, far from true popularity.
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