With the post-80s and post-90s Internet generations gradually becoming consumers, the rapid development of online media. Consumers of 52 said that they obtained the brand information of the lamps through the network, which is enough to explain the problem. The rapid growth of online shopping also provides a new possibility for the entire industry's sales channels.
According to Liu Wei, deputy general manager of Tongfang Lighting Division, in 2011, their monthly sales of LED lights in Jingdong Mall and Taobao.com can reach more than 10,000, accounting for about 15 of their total sales.
Looking at other traditional household consumer goods online shopping market, survey data shows that domestic online shopping sales in the field of home building materials, furniture and other areas accounted for no more than 5.
According to the reporter's understanding, a number of LED companies, including Tongfang, have already sold their goods through the channels of the online store. According to the research report of the High-tech LED Industry Research Institute, the lighting consumption of most households currently accounts for about 10% of the renovation costs, and the proportion is still rising. The online shopping market is also rapidly becoming one of the new retail sales models for LED lighting products.
Restricted traditional retail channels For the current LED lighting companies, it is very difficult for LED lamps to quickly enter the distribution channels of traditional lighting fixtures, and the initial capital investment is also very large. And the advantages of low cost and wide coverage as online sales become obvious.
Online sales have two characteristics. First, the audience is very wide and there are no regional restrictions. Second, it can achieve flat management and shorten the intermediate circulation.
More importantly, at this stage, it is difficult for ordinary consumers to purchase high-quality LED lights in traditional channels such as department stores or hardware stores. At present, more than 95 traditional lighting channels in China do not use large-scale sales of LED lighting products. Only a few large supermarkets such as Wal-Mart have several brands of LED bulbs for sale. Therefore, those ordinary consumers who have an understanding of LED lighting can only turn to the Internet to find products, which also caused the current online sales of LED lights.
According to an insider who claimed to be Taobao, they told reporters that they once bought an LED bulb at a price of 39.8 yuan. Group purchase is a means of low-cost promotion of products within a limited time. The price is more than ordinary online shopping. Low), in just a few hours, 7,000 LED bulbs are sold out. In order to meet the requirements of the majority of netizens, Taobao made an emergency replenishment and prepared to launch a second round of group purchase.
He Wenbin, director of the operation of Gaogong LED boutique mall, pointed out that online shopping can reduce the purchase cost of goods to end users, and can reduce the minimum cost by 15-30 compared with traditional channels. At the same time, online sales channels are not only the sales channels of goods, but also a brand promotion and Many companies are very happy to accept this sales model.
According to the survey of high-tech LED reporters, the current online sales pricing of LED lights is generally lower than offline, and enterprises also need to deliver certain management and promotion expenses to third-party trading platforms, so the profit of online transactions is basically offline. The profit is flat or even lower. It is reported that the current profit of LED light online trading is maintained at around 20, and there is still room for decline.
The price of LED lamps is much higher than that of energy-saving lamps. Consumers accept certain difficulties, so the online transaction volume will not go too fast. Liu Wei pointed out that with the decline in prices, people's acceptance of LED lights will gradually increase, but the overall market situation this year is still not optimistic.
As the prices of raw materials and lighting fixtures continue to decline, the market price of LED lamps will continue to decline this year. According to the person in charge of Yang, a small and medium-sized LED lighting company in Shenzhen, from December last year to February this year, the price cut has reached 20.
The combination of online and offline LED companies that are considered to be burdened by the old business model is not willing to be taken away by the emerging channels. So in the past two years, many traditional enterprises have quietly tested e-commerce, and have launched their own B2C websites or online flagship stores.
The above-mentioned company of Yang’s person in charge also sold LED products on Taobao. Because the quality of the products could not be improved, Taobao had a seven-day unconditional return principle, and the quality control was stricter. Therefore, the transaction with Taobao has been cancelled. Now he is building his own online trading platform. According to him, the online trading platform is only used for image display and collection of customer information, and contacts with customers before online transactions.
SMEs are looking for a new online and offline combination of trading methods.
The high-tech LED boutique mall is one of the few professional LED lighting procurement platforms in China. At the same time, it has its own online and offline sales department consultants. Customers only need to provide the products to the high-tech LED boutique mall for sales. He Wenbin revealed that the number of shopping malls actually completed online purchases is not much, and more is to complete the transaction through offline bulk purchase.
Because customers lack understanding of LED lighting, only know the concept of energy saving, so these need to assist customers to complete the transaction through professional product sales consultants. At the same time, He Wenbin also said that at present, there are still some difficulties in the promotion of online transactions. That is to say, for companies that already have some traditional offline channel systems, the online sales price system will have an impact on their original channel price system, so they should be internalized in the product system and the price system of the two channels. After the differentiation is made, the online sales channel can be built again.
The online consumer group is younger. The younger generation after 80 and 90 is growing into the backbone of consumption. Their consumption habits are changing the existing rules of the game in the Chinese retail market. According to statistics from relevant institutions, 75 online shoppers are younger than 34 years old. This can also be interpreted as: young online shoppers are more consuming.
Liu Wei also affirmed this statement. Tongfang shares are the early domestic companies that sell LED lamps online. They have their own lighting flagship stores in Taobao. He introduced that the online consumers of Tongfang shares are younger, mostly after 80s and 90s. The main reason is that with the growth of the post-80s, there is an intimate relationship with the network. Secondly, the new generation has a faster acceptance of new things and a more fashionable concept of consumption. At present, the consumer groups of Tongfang's shares are relatively scattered, and there are not too many single-lot orders, ranging from a few to dozens.
Currently in the retail business, LED is mainly used in the renovation of new venues. With the post-80s becoming the main force in the purchase of houses, LED lighting will become their fashion choice in the choice of lighting.
Online sales are gradually increasing. Liu Wei told reporters that they also believe that e-commerce will gradually become one of the main ways of LED retail in the future. Of course, it will not exceed the size of physical stores and commercial supermarkets, and online sales still have its problems. Although it is relatively straightforward and the audience is relatively large, consumers can't see the real thing, just trading through the screen, there is no real experience, this is the place that consumers care about. So in a short period of time, e-commerce will not exceed the sales scale of physical stores.
At present, the main problem to be solved is the popularity of LED lighting products and the development of consumer habits. He Wenbin pointed out that under the guidance of the post-80s and post-90s, all enterprises will pay attention to information collection and product procurement on the Internet. The online sales channel will become a sales channel that cannot be ignored.
E-commerce is the general trend. At present, enterprises should start to consider how to combine online sales channels with traditional offline channels to form an all-dimensional three-dimensional marketing communication channel, which drives online and offline, and promotes online, forming a benign sales system.
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