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How can e-commerce in the LED lighting industry be "perfect"?
E-commerce is a direction and a means. The development of e-commerce should be adjusted according to the adjustment of social consumption patterns and structures. The essence is also the evolution of channels. Whether it is a business or a business, you must be fully prepared for e-commerce, not just shouting slogans! The physical store needs to be perfectly integrated with e-commerce. Yang Junjie, general manager of Henan geisha lighting, geisha lighting has not built an online mall, nor Actual online transactions, but the customer brought by online promotion accounted for about 40% of the market development share. In the future, I believe that pure e-commerce will occupy a maximum of 20%, because the branding of lamps is not particularly obvious, product standards do not agree, and after-sales service is not uniform, so it is difficult to form a lighting brand for e-commerce, and only some categories are suitable for online sales. . With the continuous change of Internet technology, there will be more implementation of virtual experience technology. As a supplement to physical stores, e-commerce can even realize scenes and applications that cannot be completed by physical stores. E-commerce can give consumers great speed and convenience. ,save time and energy. There are four major problems in lighting products for e-commerce: 1, lack of brand operation; 2, product production standards are not uniform; 3, lack of integrity or perfect after-sales service; 4, suitable for e-commerce products accounted for a relatively small proportion. In the future, physical stores must combine networks and combine e-commerce. The physical store is the foundation. The network can quickly and efficiently amplify the advantages of the physical store, expand a store to every inch of land that can be involved, use the technical analysis of big data, adjust the physical store according to the actual requirements of customers, and achieve a virtual and real balance. It is the perfect combination. Store sales are larger than e-commerce Lin Yuqiang, director of Linyi Shilin Lighting Market At present, Linyi Shilin has not yet involved e-commerce. As for the next 10 years, enterprises will directly compete for 20% of the market share through e-commerce channels. Although the company's direct e-commerce platform has its own product protection, promotion advantages, etc., this model is only applicable to a certain product or single product, it is difficult to market all-product products. Therefore, single-product or single-category products have development prospects in the e-commerce field, but comprehensive brand-name products are not suitable. In recent years, although the channel model of e-commerce has developed rapidly, the network of e-commerce providers that provide after-sales and return services cannot match the development speed of online, which is a major factor restricting the development of e-commerce. In fact, according to the status quo, I am not optimistic about the future of e-commerce, and the promotion of the lighting industry by major e-commerce platforms is limited. Therefore, as a physical store with advantages, it is necessary to choose a more cost-effective product and brand according to the actual situation. I think that physical store sales are greater than e-commerce sales, now, and the future is also. E-commerce is a tool for the physical store to change the status quo. Ji Jinneng, general manager of Guangxi Guangzhi Dream Lighting Chain Co., Ltd. At present, our e-commerce sales account for a small total sales. For our merchants, if they are not fully prepared, they will not easily involve the e-commerce sector, because they are responsible for the distributors and insist on the service channels. There may be two extreme situations in the next 10 years: First, the current e-commerce channel will develop to 80% share; Second, the e-commerce channel will promote the upgrading of traditional channels, e-commerce and physical stores are highly integrated, traditional channels Continue to exist and change, e-commerce as a new engine to drive the store to turn around. In my opinion, lighting products need to solve the three links of logistics, inventory and installation. E-commerce is only a new means of communication with consumers. E-commerce should be independent or avoid physical store operations or solve these three problems. Links, as well as product experience aspects and key issues in building customer trust. Nowadays, the traditional channel is to be a brand and a well-known brand. E-commerce seems to have yet to solve problems such as customer trust. The physical store must first face the challenge of the e-commerce platform in terms of sales price, and the price is always the first concern of consumers, which is also the center of competition for the physical store and e-commerce platform in the future. I believe that the future business model is a combination of physical stores and e-commerce. The physical store as a service role component is larger, and the e-commerce platform as a communication channel with customers will replace most of the functions of traditional channels. Enterprise operating e-commerce is more reliable than merchants. Yin Haiming, general manager of Donghui Lighting Appliances, Wang Haiming Today, many lighting and lighting companies have entered the e-commerce channel, especially in areas where the economy is more active and logistics is more convenient. At present, we still rely on the traditional sales model, because companies to win market share through e-commerce channels are more advantageous than our dealers. It is undeniable that the e-commerce channel is also a development trend. In the future, individuals believe that the e-commerce channel will account for about 35% of the total sales. As time goes by and the younger generation of consumer groups increases, the future development of e-commerce will be even more Mature and acceptable to more people. To get higher development of e-commerce, we must solve the real problem of online and offline, the physical store will be transformed into the role of after-sales service, and after-sales service must be in place, so I feel that we can fundamentally solve the worries of consumers. The cost of physical stores is getting higher and higher, which is unaffordable for many offline merchants. Whether it is a physical store or an e-commerce, these two sales models have their own advantages and disadvantages. Consumers coming to physical stores are generally more reassured. There is no worries after the product is sold, and online shopping mainly provides shopping convenience for current office workers. The benefits of saving time and the price is cheaper. However, it is difficult to guarantee what is wrong with the product. The physical store can be better integrated as an online service point. Personalization of e-commerce products is very important. Chen Yan, general manager of Xi'an Hongda Lighting. Regarding the e-commerce model, we mainly create some sales results through WeChat friends circle, accounting for a small portion of our entire store sales share. E-commerce now has an impact on the physical store sales of lamps, but there are relatively few impacts on lantern products. In the future, the share of e-commerce sales will continue to grow. On the one hand, due to changes in people's consumption habits, on the other hand, more people's experience can be seen. In my opinion, improving brand influence is the foundation of e-commerce. It is very important to personalize e-commerce products. The quality and price of products determine sales. The store sells lighting products, and in the future, it provides more experience services and after-sales services. In the future, the winners of lighting products sales may not be physical stores, online will become an offline promotion platform, and offline as an online service platform, complement each other, the integration of the two is the development of the king.