E-commerce has been ubiquitous, taobao, jingdong, cat day such as e-commerce platform has been gradually penetrate into our life, electronic commerce also impact the LED lighting field.In recent years, philips, samsung, GE lighting and tsinghua tongfang, opple, leishi lighting famous lighting companies, both at home and abroad have tried hydropower business platform.Electronic commerce this new sales model, for LED lighting manufacturers are seeking channel transformation has a huge attraction.
, carnival double 11 2015 shopping days cat total turnover reached stunning 91.217 billion yuan, in the "lighting lamps and lanterns" category brands trading index, opple, leishi lighting and philips are the top three seats, which ranked first op trading index for 2428355, growth rate of 1197.21%, sales of 122 million, the top of the road lighting decoration industry.Have to think about such a huge volume of business to traditional industry, the transformation of electricity can be fixed traditional sales channels to open up new situation, new business opportunities?
LED the market to expand electricity arises at the historic moment
According to DIGITIMESResearch forecasts for 2016 global LED lighting market scale will reach $34.64 billion, with output permeability will be 31.3%, 4.1% higher than in 2015, the global expansion in the LED lighting market, but prices are falling, especially in the domestic price war LED lighting products is very serious.Traditional channels have gradually cannot satisfy the development of LED lighting industry.
For LED lighting enterprise, e-commerce get rid of the distributors at this stage, consumers through online browsing products under the order directly, can directly purchase, saving the cost of sales, the transaction time is also very efficient.And the traditional sales channels will take long time to communicate with customers, to the agent will increase the cost of sales, the LED light business is essential for enterprises to open up new sales channels.
LED lighting at present stage enterprise sales channels, the electric business channels and offline channels are in the proportion of each half.With the passage of time, the electricity share will be more and more big, although the offline channel will continue to exist, but the quantity will be less and less, the LED light is inevitable trend.Now most businesses will consider to open this one, though not necessarily as main business, but more and more LED lighting enterprises began operating electric company, don't you go to participate, it may lose this part of the market.
The emergence of the LED light business, provides a new way to make the enterprise for the lighting market, electricity is the trend of The Times, but for now, the early invested capital is too large, traditional problems such as insufficient understanding of electricity industry, are hindering the LED lighting to the electricity business transformation.Yuan Yuxiang said that electricity is still very new for most of the LED enterprises, corporate positioning inaccurate cases, 80% of the enterprise did not manage well in terms of electricity.LED lighting companies to manage all the electricity business channels, the key or the enterprise can put how many resources, like opple, leishi lighting in the electrical business investment is very big, their sales will improve soon.
The old and new channels complement each other
Electricity, electricity will replace the traditional sales channels is part of a speech, but at this stage, still have irreplaceable local traditional sales channels, especially the consumers cannot ensure to buy LED products quality, electricity is the worst thing, that's why LED business has maintained a salesman, the traditional sales channels through introducing the salesman, customers will have more practical knowledge of products.
Now, the electricity business channels are trading facilities, collection fast and other characteristics, but there is also the product quality is not reliable, cannot undertake engineering projects or bulk orders.Yuan Yuxiang said that at present, the more electricity and traditional channels is complement each other, electricity mainly accept retail, small batch of household type LED lighting order.Osram opto Yang Canbang r&d center manager also agree with this view.He said: "the only home of the LED products will pass the electricity selling mode and general engineering project is not, nor by electric business channels for sales, this part still need to rely on traditional salesman to communicate."
The rise of electric business channels for the impact of the traditional sales channels was not so serious, the current LED lighting enterprise is the main form of communication by salesman, because a lot of need large quantities of project still need to carry in-the-spot investigation and follow up.For now the impact of the electricity without obviously, online and offline all belong to different business, traditional offline channels or is in a state of steady rise, because the LED industry in the domestic sales in ascension.
Electricity this emerging marketing channels and the relationship between the traditional sales channels no trade-off, more complement each other.Online electricity LED to expand in the individual, household LED lighting and so on influence on the market, the small batch order offline channels requires the salesman follow up project, overseas markets such as large quantities of orders.For LED lighting enterprise, the emergence of the electric business channel is more than just a business channel choice, far from the possibility of replacing traditional channels.Mr Chen said the electricity to the LED lighting enterprise new inspiration, is now communicate through the network platform, and then dispatch the salesman to follow up the merchandiser such form.It seems that electricity and traditional channels, the relationship between current but is complementary markets, the future will also is in a state of complement each other for a long time.
Fierce price war traditional brand advantage is obvious
LED lighting industry now has already formed the scale, technological progress leads to the cost of the whole industry will decline, falling costs will drive the price down, LED price already very bitter.In the last year, opple, foshan lighting, wood Tomlinson, huaqiang brand companies such as join LEDT8 tubes price fought wars, the LEDT8 tubes prices fell to 10 yuan competition category, even with 8.8 yuan /, directly touches each big enterprise tube product gross margin and cost of the bottom line.
Online business has been lower than offline to product prices to attract customers to buy, it virtually LED lighting enterprise price wars have been intensified.Electricity sales channels to reduce a lot of link, the cost of sales decline will aggravate the price war.Because consumers have no way to know online directly the quality of products, the most intuitive, but also the most attract consumption can only is the product price, so manufacturers is in price.
The emergence of electric business didn't make the LED lighting industry improves the original price war, but in the LED lighting enterprise boosting role of branding, communications.Electric business enterprise brand publicity, LED lighting enterprise brand awareness of the main transmission in the industry, they know very little about outside the industry, through electric business channel, can extend to a more extensive range spread their brand.Electric chamber of commerce to improve brand value, such as enterprise made a good product, through electricity network publicity, the enterprise brand value actually will get promoted.
Electricity is "icing on the cake" in brand promotion, brand is by the precipitation of time to reflect, must be integrated reputation, quality aspects to consider, has built the brand of the enterprise itself, online natural products sell better, want to directly through the electrical contractor to build the brand is not reliable.
Today in the online most of the LED lighting electricity enterprise is brand influence is small, mill type of small, precipitation technology and brand effect is not enough, and large enterprise products with this aspect of the precipitation, will be more reliable.
And according to the 2015 "double 11" on the same day, according to the lamps and lanterns lighting class brand searches the highest brand as the opple, search click on the number of 170022 people, high "brand high search list of the top of the list.Second, philips, leishi lighting is in second and third place.Relatively, the traditional lighting brand awareness status can not be ignored in the field of electricity, the traditional brand to enter the electricity business remains the brand advantage, for its fast into the electricity sector has a great help.
Large pay attention to the quality of small enterprises focus on brand
Now with the rise of electric business, sales channels become more fluid, also began to play a more important role at the same time, the innovation of the marketing channel seems to have more than product quality itself.Good quality is important factor of product can be accepted by consumers, but with the emergence of electricity, the innovation of the marketing channel, some poor quality of products is also can have the opportunity to sell, this had to let people rethink the relationship between the sales channels and products quality.
Marketing channel is more important to the development of enterprises, in his view, the traditional enterprise getting the product is a must, but getting the product at the same time, the diversification of sales channels is more conducive to achieve the benefit of the enterprise.Through various channels for brand publicity, over the agent direct contact with customers, consumers, make enterprise get more profits, to brand publicity at the same time is also very good.
Product quality is more important to focus on the product itself is the final status of enterprises, customer demand, the development of sales channels, eventually implement enterprise product quality, only a quality ready to receive the customer trust.Li Lin thinks than sales channels, the quality is more important, customers, distribution channels can be developed, to guarantee the quality of the products to customer development at the same time, can get a good return on profits and reputation, if blindly to develop customers, may make the enterprise to do single smaller and smaller, more and more miscellaneous, not can achieve a breakthrough in the essence.
Taken together, the LED lighting large enterprise more focus on quality, small firms focus on sales channels and brand promotion.Big companies already have a certain visibility and reputation in the industry, how to keep on the product quality is the key, and small businesses more to gain more attention, in the industry to develop more broader market.
