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With the diversification of information dissemination channels and means, human beings have entered the era of information explosion, and physical stores are no longer the only way for dealers to deeply understand products, which has led to a decline in physical store sales. E-commerce is becoming more and more popular, and more and more lighting manufacturers are involved in e-commerce and the development of O2O mode. In this environment, the living environment of lighting stores tends to deteriorate.
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But the initiators of this result are not only e-commerce and O2O models, but also the problems of the lighting store itself. In the past two years, homogenization, large and small stores have started to open up, breaking the competition pattern of lighting stores in production areas and sales areas. Some insiders believe that the stores have reached saturation. Then, what are the difficulties in the store, and how should we break through?
There are more and more competitive lighting stores between the store and the store, and the volume is getting bigger and bigger. The large-scale lighting stores of 50,000 square meters and above and even the large-scale lighting stores with more than 2 times the area are being built one after another. Only a bigger direction develops.
In the main lighting production areas such as Jiangmen, Zhongshan Guzhen and Xiaolan, the competition between the stores is particularly fierce, and the stores are getting more and more, but the traffic volume is decreasing, the transaction volume is decreasing, and the pressure on the rent is high. The opportunity of e-commerce, the demand for physical stores and even stores has declined, and the phenomenon of rent retreat and migration has been frequently performed. The occupancy rate of the stores has also declined. Eventually, even the vacant floors in the high-rise floors of the stores have appeared. This led to the emergence of the oversupply theory of stores.
The competition between the sales area stores, because it is not as prosperous as the market in the production area, is often the competition in the lighting market between cities and counties. The lighting market is a few in the same city, and there are more than a dozen, generally maintaining a certain distance, or just one or two floors of the integrated store, the lighting store is small. At present, in the sales area, the new construction of the store is also very enthusiastic. Some operators are worried that the professional lighting stores will bloom in the country, and the sales area lighting stores are basically developed in the commercial real estate mode. If the regional marketing radiation problem is not positioned, the empty city plan may end up.
It can be seen that at present, even without the e-commerce and O2O mode, the lighting store itself is stifling. However, most lighting stores only play the role of the landlord, unable to prosper, business, and undoubtedly committed suicide. But because of the impact of e-commerce and the O2O model, this killing has been directly promoted from the cold weapon era to the nuclear weapon era.
Touch the stone to play O2O
E-commerce and O2O mode, a weapons of mass destruction, are reshuffling the original layout of the lighting store.
When it comes to e-commerce and the O2O model, most of the players now show a look of ignorance, why? Because it is popular. E-commerce, everyone will have a vague understanding at least, and the O2O model is an Internet business model that leads business from the line to the offline. It has existed for many years, such as Ctrip.com and group buying websites. It has only been in the past two years. The media and the Internet are hot.
Nowadays, the O2O model has entered the post-e-commerce era. The focus of the industry on e-commerce has gradually shifted from online to online and offline. Because after several years of failure, they found that if the lighting manufacturers did not do offline Ok, it’s hard to get good development online. No matter how the store suffers from the impact of e-commerce and O2O mode, it is better to see the lighting manufacturers develop e-commerce and O2O mode, and also cross the river by feeling the stones, the losers far more than the winners.
Similar to the lighting store, more and more O2O platforms are appearing. The network platforms that want to take advantage of the O2O model are everywhere. Some platforms are alive, such as bullfrog nets, and some platforms are still unknown.
At present, the concept and means of lighting manufacturers to develop e-commerce and O2O models are not mature enough. There is no more mature specific scheme and channel structure, mainly relying on the following three options: 1 Relying on the lighting professional O2O platform belonging to vertical e-commerce For example, the lamp network, e-commerce, manufacturers, dealers work together to make the O2O model work; 2 also some companies with stronger financial strength hire professional experts and platforms to tailor the brand, start the brand marketing work; 3 some stronger The enterprises, such as Chau Ming Technology, spent huge sums of money directly participating in the domestic mainstream e-commerce platform LED lighting sales champion Hanyuan, and with Hanyuan registered to establish the Chau Ming Hanyuan home lighting brand, and vigorously cut into the e-commerce channel.
In view of the current financial strength and talent reserve of lighting companies, most of them apply to the first two. For dealers, they mainly rely on third-party platforms, the first one, to temporarily match.
Stores: From the offline development to the online e-commerce and O2O model, but still trying to thrive, the threatening lighting store can sit still? If you don't act again, the suicide of the lighting store will become slain by the e-commerce and O2O mode.
Entrepreneurship is easy to keep business. In the future, lighting stores must survive. It is necessary to strengthen the linkage of the market. The lighting store itself must establish software and hardware configurations and mechanisms to protect the tenants' advantages and dealers' interests. The market has changed and it has begun to enter the post-e-commerce era. If the lighting store is still only a platform for selling lights, rather than a platform with perfect services, then it will die in silence.
No longer in silence, but in silence. The old-fashioned and conservative-oriented hypermarkets are not mentioned at present. At present, many new or still-decorating lighting stores have begun to take advantage of e-commerce, instead of being an enemy. Some lighting stores are also far-sighted with both a physical business platform and a virtual business platform, from offline to online, such as Guangbohui and LED Kyushu City.
Take Guangbohui as an example, it is mainly a self-built platform, which will take 3 to 5 years to build a global green lighting e-commerce network. At present, the online virtual global lighting professional platform built by Guangbohui has gradually formed, and hundreds of enterprises have been absorbed, and more than 10,000 products have been put on the line. After the official operation of the platform, large e-commerce companies such as Jingdong, Taobao, Tmall, and Amazon can all enter, and a global green lighting network platform will be formed.
Taking LED Kyushu City as an example, it mainly uses a third-party platform. In 2013, it launched the postal online shopping mall with China Post, established an online and offline business circle for LED lighting products, and trained the company's exclusive e-commerce team to operate independently. Enterprise B2C Taobao, Jingdong and other e-commerce platforms, to establish a cooperation platform for supply and demand, and provide a variety of outsourcing value-added e-commerce services.
It can be seen that in the face of the impact of e-commerce and O2O mode, as long as you dare to innovate, the lighting store still has a lot to do, will not commit suicide, and will not kill him.