The channels of the lighting industry can be described by the word “low levelâ€. The current low level of the channel is a phenomenon, which is a result. There are four reasons for this phenomenon or result:
The first is that there are too many upstream enterprises. There are nearly 300,000 so-called lighting companies in the Chinese lighting industry. This is unimaginable in Europe and the United States. The second dealer is too much. Looking at the lighting industry, the current stage is from the province to the city. County, the number of businesses exceeds 200,000; the third is too many stores, such as Wuhan, Zhengzhou, Chengdu, Guangzhou, Beijing, including Shanghai, Hangzhou, some places have more than a dozen stores, there are more than 10 prefecture-level market stores; Four of the government's relevant functional departments are not in place.
All of the above reasons have caused the current "chaos", "small" and "scattered" status of the lighting industry. “People’s now is my futureâ€, the lighting industry channel will be upgraded in the next few years. Just like the entire national economy is now undergoing transformation and upgrading, the lighting industry channel will also be transformed and upgraded.
host:
Ding Jianhua, Senior Vice President, Venture Capital, Jinshajiang
Guest:
Ms. Zhang Yuan, Vice President of Hongyan Electric
Cai Hongbo, Chairman of the Grand Lighting Platform
Wang Licheng, Senior Director of Tmall Business Unit and Senior Director of Ali Automobile Division
Qiu Guofang, General Manager of Wuhan Dongheng Lianchuang Commercial
Changsha Aotianmei Electronics General Manager Yang Siwang
Ding Jianhua: At present, the more popular word is called "new normal", and the other is "supply-side reform". Now, please ask Wang Licheng, senior director of Ali Automobile Division, to introduce the fun of his world.
Wang Licheng: There have been several major changes in the emergence of the Internet. The first is "more and more online consumers." At present, the daily wireless and PC daily Taobao Tmall is about 280 million yuan, China has 1.3 billion people, 70% is currently on mobile phones; the second is "consumer group rejuvenation", currently 73% of consumers are young People, after 80 and 90, have become the mainstream people today; the third is "consumption upgrade." Younger consumer groups are getting more and more money, and most of them are impulsive consumption. The fourth is that offline services cause consumers to migrate online. Now it is more cherished that customers are not offline businesses, but online businesses are more concerned about consumers, this is the change today. In the future, businesses should use two hands, one hand to operate online consumers how to come, and how to operate better goods and services under the second line.
Ding Jianhua: Have you asked Qiu to talk about the confusion of the current transformation of offline dealers?
Qiu Guofang: When I was in the “business-to-business†mode, I sorted out a lot of brands. These brands have one thing in common: occupying the brand market with product quality; after 2000, the “traveler†model came, many manufacturers and merchants set up themselves. The team started to move; in the third stage, my confusion is that the quality of the products we have team and business is also very good, why some customers do not accept?
Ding Jianhua: Mr. Yang, what is the confusion you encountered?
Yang Siwang: "Complaints are useless, everything depends on themselves." Many people say that the current market is difficult to do. Is it too good to do it now? Is the business bad now or is there no market? I think that if you complain about the bad business, you should reflect on it.
Another question is "How is the channel upgraded?" We often talk about "expanding channels", "development channels", and "development outlets". In fact, in the process of selling products, what is more important is their self-confidence. I choose Hongyan, I think Hongyan is the best in the whole industry. When you are confident enough, customers will trust and choose Hongyan.
Ding Jianhua: I would like to ask Zhang Yuan, vice president of Hongyan Electric, to describe to us what kind of problems Hongyan thinks about itself.
Zhang Yuan: Nowadays, market competition is the competition of the entire value chain. Brand enterprises should play a platform role in the middle. The whole value chain should be combed from four levels: the first is the change of consumer groups, and the mainstream groups have a great Change; the second is whether the consumer demand has changed, whether it is a standardized product or a customized product according to demand, or a customized service; the third is the impact of the Internet, the entire trading model has changed a lot. Fourth, in the products and solutions provided, what kind of trading mode or business model should be designed to integrate the upstream, midstream and downstream of the industrial chain? This has been a few questions that Hongyan is thinking about.
Ding Jianhua: What is the root cause of “the low-level need for change in the lighting industry?â€
Qiu Guofang: Looking at the essence through the phenomenon, there are e-commerce and micro-business in the channel sales at this stage. In fact, this is a good thing and does not need to be excluded.
Wang Licheng: Online sales, if only the picture is good, the goods and services are very poor, the back will be even worse. Therefore, first of all, you must believe in yourself, believe in your own brand, believe in your own employees, and finally convey this “believe†to consumers through the goods and through the service.
Ding Jianhua: Mr. Yang, how do you see what Wang said just now?
Yang Siwang: The feeling of online cable, such as convenience, speed, service, but offline products is another experience. Therefore, I require all suppliers and distributors to do the image store first, and then to do "experience consumption."
Wang Licheng: This year, O2O was launched on a large scale, encouraging all businesses to open stores online, encouraging customers to be directed to local stores, forming word of mouth, and then paying online. In fact, in the next three to five years, the core of e-commerce is to develop offline and open up online and offline. The biggest advantage of offline is experiential. The ultimate cognition of the brand is not "brand" but "experience".
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