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Network channel has become one of the important channels of LED lighting
Today, e-commerce is popular, online shopping has gradually penetrated into the lighting life. At present, the development of LED lighting e-commerce is booming, and all major companies are full of strength, rushing into the rush, and network channels have become one of the important channels of LED lighting. According to the data of the Tmall Mall e-commerce platform, in recent years, the overall sales volume of lamps and lamps and accessories has increased significantly: in March 2011, sales of lamps and lanterns products were 50 million yuan; in 2011, double eleven, lamps and lanterns total The sales exceeded 200 million yuan; in 2012, the sales of lamps and lanterns jewelry reached 600 million yuan, an increase of 200 year-on-year; in 2013, the 11th, the Tmall platform sold 52,290 kinds of LED products, Jingdong The number of LED products in the mall is 21,616. LED e-commerce is developing at a high speed. The outlook is beautiful, but the reality is very desolate. It is reported that in the lighting industry, at this stage, there are only a handful of companies that rely on e-commerce channels to make profits, and many people who return without success. At present, the proportion of e-commerce companies occupying total sales of enterprises is still small. According to the survey results, the number of manufacturers whose e-commerce sales account for 20 or more of the total sales volume of the company is one of the few, and the manufacturers with sales volume of 10, 10 and 5 are evenly distributed. E-commerce is only a purchase channel in the entire lighting industry. Consumers generally learn about brand information through known purchase channels and traditional media, and then buy high-quality products through e-commerce. The advantages of e-commerce are cheap, cost-effective, convenient, rich in variety, wide in radiation, and free from geographical restrictions, but the defects are lack of experience, after-sales service can not keep up, logistics capacity and product storage capacity are insufficient. Therefore, the e-commerce model is particularly suitable for scale and standardization, and does not require the sale and promotion of products in many service categories. For products with specialization, experience and after-sales service, the e-commerce model has great defects. This is the reason why e-commerce can not become the mainstream sales channel for LED companies. As far as LED lamps are concerned, first of all, because LED lamps are mostly glass products, fragile products, such as LED bulbs, LED tubes, LED ceiling lamps, etc., although they are now made of acrylic materials, they are resistant to pressure and are not easily damaged, but In the process of transportation, a little careless, it will inevitably cause damage. If the damage is returned, it also involves the freight problem. How to solve the logistics ability is a big problem. Secondly, it is the problem of after-sales service and installation. Some complicated lamps often have to provide on-site installation services. If it is online shopping, it is difficult to guarantee, and in the process of use, if there is a problem, how to keep up with the after-sales service, This is also a question to consider. Finally, the demand of professional customers is high, including lighting design, light design, etc., all of which need to experience the experience personally. At present, e-commerce can not fully meet their needs. The author believes that the rise of e-commerce is an inevitable trend of the development of the times. LED companies should embrace e-commerce in line with the development of the times, thus meeting the challenges of change. However, the e-commerce in the lighting industry cannot completely replace the traditional shops. The most important thing is to understand the differences between traditional channels and e-commerce, find the breakthroughs and joint points of the two, and don't blindly follow the trend and make a desperate attempt to do what you are good at.