Where is the development of LED lighting in 2015?

Since the emergence of e-commerce, this kind of scene often appears in life, enters a store to look at the same thing, feels good to secretly put the product brand, model down to buy online. why? The price of physical stores is relatively high, the Internet is relatively cheap, and the same product, of course, considers the preferred price. In the first sentence, what is the point in the body?

Prior to this, Stanley Lighting Marketing Director Gao Jinhua said that in a virtual world, you can not sell quality, can not sell the brand, can only sell the price, Taobao is a bad market, in the end than the price. This phrase pokes out the key that LED enterprise makes electricity supplier, and what measures does the manufacturer that runs electric supplier really do? Where is the balance point between online and offline? What is the future development model?

E-commerce and distributors love and hate each other

The fierce momentum of e-commerce is perhaps evident from a set of data.

Stanley Gao Jinhua said that the market size of online shopping lighting products in 2014 reached approximately US$2.4 billion (approximately RMB14.683 billion), accounting for 14.4% of all sales channels. With the continued popularity of LED lighting products on the Internet, the scale will continue to increase year by year. It is estimated that by the latest 2017, the proportion of online shopping will reach 30%, exceeding lighting engineering, lighting fixtures, etc., and becoming the largest single unit of lighting product sales. path.

However, in response to similar problems recently, netizens raised a crusade against e-commerce, claiming to have killed corporate profits and the existence of middlemen. “I think this understanding is extreme, and the emergence of e-commerce is in line with the law of social development, allowing more consumer groups to obtain more and better value. Distributors can more and more convert such a role, such as Experiential stores bring value to e-commerce channel consumers.” Stanley Gao Jinhua believes that as an era of product king, whether it is to do e-commerce or traditional channels, can stimulate the desire of consumers to purchase is king.

Although the transparency and openness of e-commerce channels not only cause scale impact and offline business impact on traditional channels, but for the LED industry, the consumption habits and channel arrangement are fixed, making it possible to generate electricity for a certain period of time. The rapid development of commerce can only maintain its balance with traditional channels.

Stanley Gao Jinhua believes that "at least two to three years, the e-commerce can not replace the dealer, and in a certain historical period is a game between each other and coexist." With the expansion of e-commerce, the expansion of consumer channels and consumer groups, and the influence of e-commerce on the spending habits of young people, the scale of e-commerce will become larger and greater, and legitimacy will also be resolved.

In this regard, Stanley Gao Jinhua’s point of view coincides with each other. “All related affairs will change constantly, and ultimately it will be a cycle. The e-commerce development and traditional channels are ultimately a kind of integrated relationship.” And because of the special Chinese consumer market, Sex and geographical differences have produced economic differences and differences in consumption habits. Even in the most developed first-tier cities of e-commerce, some people are keen to shop offline.

“Each dealer team has a different understanding of e-commerce and traditional business.” Stanley Gao Jinhua believes that e-commerce and distributors can still develop harmoniously. Whether it is a younger generation of dealers or a relatively conservative older generation of dealers, it is possible that there will be “strong strong leads on the line” and “strong on-line weaker lines” for e-commerce. Saying, "If the very conservative dealers do not do e-commerce at all, it is possible to stick to the traditional channel market."

Stanley Gao Jinhua said that if, for example, a living room lamp or a bedroom lamp is to be placed in a space and matched with a home decor, then only in a physical scene it is compared to the price. To put such a scene in a similar application attempt, can we let The real experience of consumers, while the advantages of e-commerce is relatively weak.

"The emergence of e-commerce should be a complementary channel, because the lamps and lanterns in this regard involves the design and installation of the problem, the existence of traditional channels is also necessary." Stanley Gao Jinhua said.

Online and offline balance

Stanley's rush to do O2O reflects the crisis faced by traditional channels. "(A number of industries) traditional sales channels have been forced by e-commerce to the corner." A few days ago, Stanley Gao Jinhua also publicly stated that O2O online and offline integration is the inevitable trend of mobile Internet development in the retail industry.

The growth of online sales of lighting products is more apparent than that of physical channels. The e-commerce market has doubled in two years, and the penetration of LED lighting devices on the online market is higher than offline. Where is the balance point between online and offline?

From the beginning of operating e-commerce in 2009, e-commerce sales accounted for 80% of the Han source lighting seems to have the most say, Stanley Gao Jinhua said, "Online service marketing strategy, offline pay more attention to the development of local services, line It's also a matter of time before and after the fusion between the upper and the lower."

“At present, we are developing special products based on the e-commerce market, which can avoid the conflict between the terminal price and the offline, and can meet the needs of the electric merchant group in terms of functions and styles. However, with special products, only It is a short-term solution to the existing contradictions. In the long run, it will inevitably lead to an online and offline unity and O2O business model.” Stanley Gao Jinhua said that in 2014, Sunshine Lighting was mainly based on Tmall, in Tmall and Jingdong. The two platforms have opened flagship stores, which accounted for 50% of the total. At the same time, they cooperated with other channel websites such as Vipshop, accounting for 40%.

Stanley Gao Jinhua said that all e-commerce companies can not avoid lighting companies must correctly face the e-commerce channel, the current business is still as far as possible online and offline business from the product point of view to properly separate, in other words , is the focus of the product under the cable, but also the product focus of the cable provider. "E-commerce business cannot be what we have to give up or do not pay attention to."

What is the future development model

When it comes to e-commerce and traditional channels, the future development model, Stanley Gao Jinhua believes that more and more standardized and increasingly concentrated, "small and beautiful lighting products have a focus and market, and big brands also have a fixed consumer groups, the middle of the opposite survival Tough, that is, intensified in some concentrated product areas."

Stanley Gao Jinhua is more intuitive to describe the ideal future model, "I think it is to distinguish e-commerce from the main functions of traditional channels. The offline display and service functions are mainly based on sales and data research functions. This is a revolution in the existing business model. This is the true value of e-commerce."

Imagine: Mr. Zhang took time off work, saw products in the online shops of LED companies, and generated shopping interest. He went to the suburbs of the experience shop to experience with the wife on weekends and asked questions related to installation and service. He used his mobile phone in the store. Order purchase, and agreed to door delivery and installation at the beginning of next month. The nearest delivery point near his home is delivered at the agreed time, and leaves a warranty card for follow-up service issues. Throughout the process, consumers can get richer and more complete services, and for the brand, in addition to sales, more effective data are obtained. Then through these effective data, quickly feedback to the supply chain.

Stanley Gao Jinhua said, "This is the future of O2O."

For the outlets of distributors, Stanley Gao Jinhua said: “People in traditional channels must pay attention to e-commerce, and they must understand e-commerce. If conditions permit, they can see whether online and offline integration can improve business. This may be the ultimate solution. ."