Looking back on the past 2013, the “Double Eleven” e-commerce promotion day is undoubtedly the most popular e-commerce topic of the year. According to some data, the sales volume and scale of online LED lighting categories in the past two years have reached 890%.

In response to how to do lighting e-commerce, Lin Yifeng put forward the concept of "cloud business". “We believe that in the near future, customers can enjoy the free LED lighting renovation, and then online payment payment payment methods, including a series of operations from order to after-sales service can be completed online, customers only need to click the mouse at home, It is possible to upgrade the entire home lighting from traditional lighting to LED green lighting."

However, the premise of all this is to get your dealer. If the online price is lower than the offline price, the consumer will not be willing to get the goods from the dealer if there is no subsidy.

Qian Zongmin, deputy general manager of Jiangsu Shifu, said that there is indeed a conflict between physical stores and online stores, and the channels between online stores and online stores do exist. On December 18, 2013, due to some conflicts between some LED lighting products online and offline sales, Hongli Optoelectronics' Letia Lighting announced that it would suspend its online store on Tmall.

According to the reporter's understanding, when the current dealers sign up, they generally do not want the products and distributors sold by the official online store of the lighting company to homogenize the products. Once the online store price is cheaper than the physical store, the dealers will have difficulty selling.

There are two main ways for enterprises to solve this method. One is to directly design special models for e-commerce channels, such as 001-A for e-commerce and 001-B for physical stores. But the actual appearance is similar, only some of the parts have been changed, such as copper wire replaced by iron wire. Many LED lighting manufacturers who do Taobao use this method to cut corners in the face of price wars without bottom line.

The industry believes that it is not important to reduce costs without reducing costs. It is important to tell dealers that the products of the online store and the products issued to them are not the same. Another way is to use online sales to force the line to cater to the online way. In this way, LED lighting companies must return a certain profit to the dealer.

Nie Pengxiang, president of the incentive test, said, "The US e-commerce channel, the familiar Amazon, eBay, and lighting products account for a very small proportion. The users of the lighting industry are divided into two parts, one is for consumers, the other is for consumers. The aspect is professional users. For professional users, Amazon has spent a lot of energy, but still has not succeeded. In terms of personal consumers, the purchase volume is very small."

E-commerce is ultimately just a sales tool, it is just a supplement to the traditional lighting sales model. Although on the surface, there is no retail rent, renovation cost, huge labor cost and management cost. In fact, if the cost of promotion is not low, the failure rate is not low.

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