With the 80s and 90s, the Internet generation has gradually become the main consumer, and the rapid development of online media. Fifty-two percent of consumers said they obtained brand information through the Internet, which is enough to explain the problem. The rapid growth of online shopping also provides a new possibility for the sales pipeline of the entire industry.
According to Liu Yu, deputy general manager of Tongfang Lighting Co., Ltd., in 2011, their online sales of LED lights could reach more than 10,000 monthly sales, accounting for about 15% of their total sales.
Looking at other traditional home-based consumer products online shopping market, survey data show that mainland China's online shopping sales in home building materials, furniture, etc. account for no more than 5% of total sales.
LEDinside understands that at present, lighting consumption of most households accounts for about 10% of the renovation costs, and the proportion is still rising. The online shopping market is also quickly becoming one of the new retail sales models for LED lighting products.
Limitation of traditional retail pipelines For LED lighting companies at this stage, it is very difficult for LED lamps to rapidly enter the distribution pipeline of traditional lighting fixtures, and the capital investment in the early stage is also very large. The advantages of low cost and wide coverage as online sales become obvious.
Liu Yu introduced, "There are two characteristics of online sales, first, the audience is very wide, there is no regional restrictions; the second is to achieve flat management, reduce the intermediate circulation.
More importantly, at the present stage, it is still difficult for ordinary consumers to purchase high-quality LED lights in traditional pipelines such as supermarkets or hardware stores. At present, more than 95% of the traditional lighting pipelines in China do not use large-area sales of LED lighting products. Only a few large-scale supermarkets such as Wal-Mart have several brands of small-size LED bulbs for sale. Therefore, those ordinary consumers who understand LED lighting can only turn to the Internet to find products, which also caused the current online sales of LED lights.
According to one Yuan self-professed network sales staff, they once bought an LED light bulb at a price of RMB 39.8. Within a few hours, 7,000 LED bulbs were sold out. In order to meet the requirements of the majority of users, they carried out emergency replenishment, ready to carry out the second round of group purchase.
He Wenbin, director of operations, points out that online shopping can reduce the purchase cost of goods reaching end users, and can at least reduce 15-30% compared with the traditional pipeline. At the same time, online sales channels are not only sales channels for goods, but also a promotion channel for brand promotion and product display. Many companies are very willing to accept this sales model.
LEDinside understands that the current online sales pricing of LED lamps is generally lower than the offline sales rate. At the same time, enterprises need to deliver certain management and promotion fees to third-party trading platforms. Therefore, the profits of online transactions are basically the same as those of offline transactions, and even Lower. It is reported that the profits of online trading of LED lights currently remain at about 20%, and there is room for further decline.
"The price of LED lamps is much higher than that of energy-saving lamps. Consumers have a certain degree of difficulty in acceptance. Therefore, online trading volume will not go too fast." Liu Wei pointed out that as the price falls, people's acceptance of LED lamps will gradually increase. Increase, but the overall market situation this year is still not optimistic.
With the continuous decline in the prices of raw materials and lighting devices, the LED lamp market prices will continue to show a downward trend this year. According to a person in charge of Yang Xing, a small and medium LED lighting company in Shenzhen, from December last year to February this year, the price reduction has reached 20%.
The combination of online and offline LED companies that are seen as carrying the old business model is not reconciled to being taken by the emerging pipeline. So in the past two years, many traditional enterprises have begun to test the water e-commerce quietly, have launched their own B2C website or online flagship store.
The above-mentioned company with Yang Xing’s person in charge was also selling LED products on the Internet. Since the product quality cannot be improved, most online shopping companies have seven-day unconditional return policy and have stricter quality control. Therefore, the transaction 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, contact with customers and online bulk transactions.
SMEs are looking for a new combination of online and offline transactions. ‖
“Because customers lack understanding of LED lighting and only know the concept of energy conservation, these require professional product sales consultants to assist customers in completing transactions. At the same time, He Wenbin also stated that at present, the promotion of online transactions still has certain problems. That is, for companies that already have a number of traditional offline pipeline systems, the online sales pricing system will have an impact on their existing pipeline pricing system, so it is necessary to divide the price system between the product system and the two pipelines. After the distinction has been made, the construction of online sales pipelines can be carried out again.
The younger generation after the online consumer groups are younger than 80 and 90 are growing up as the backbone of consumption. Their consumption habits are changing the existing rules of the Chinese retail market. According to statistics from relevant agencies, 75% of online shoppers are younger than 34 years old. This can also be interpreted as: Young online shoppers are spending more.
Liu Ye also affirmed this assertion. Tongfang shares are companies that have earlier sold LED lamps on the mainland. They have their own lighting flagship stores on multiple networks. He introduced that online consumers of Tongfang’s shares tend to be younger, mostly after 80’s and 90’s. "The main reason is that with the growth of the post-1980s, the network naturally has a close relationship; secondly, the new generation has a faster ability to accept new things and the concept of consumption is more fashionable. At present, the same-party stock consumer groups are scattered and the single- Not too much, ranging from a few to dozens.
Currently in the retail business, LED is mainly used in the decoration of new venues. With 80 after becoming the main force of purchase, in the choice of lighting, LED lamps will become their fashion choice.
Sales volume on the Internet is gradually increasing, Liu Xie said, they also believe that e-commerce will slowly become one of the main ways of future LED retail. "Of course, it will not exceed the size of the physical stores and commercial supermarkets. Online sales still have its problems. Although they are relatively direct and have a large audience, consumers do not see anything in real terms. They are just trading screens. There is no real reality. In the experience, this is where consumers are concerned, so in a short period of time e-commerce will not exceed the sales scale of the physical store.
"The major problems that need to be solved at present are the popularization of LED lighting product knowledge and the development of consumer habits. He Wenbin pointed out that in the future, under the guidance of 80s and 90s, companies will pay attention to information collection and product procurement on the Internet. The online sales pipeline will certainly become a sales channel that cannot be ignored.
Developing e-commerce is a general trend. At present, companies must begin to consider how to combine online sales channels with traditional offline channels to form an all-dimensional, three-dimensional marketing pipeline, which will be driven online and offline, and promote offline online to form a benign marketing system.
According to Liu Yu, deputy general manager of Tongfang Lighting Co., Ltd., in 2011, their online sales of LED lights could reach more than 10,000 monthly sales, accounting for about 15% of their total sales.
Looking at other traditional home-based consumer products online shopping market, survey data show that mainland China's online shopping sales in home building materials, furniture, etc. account for no more than 5% of total sales.
LEDinside understands that at present, lighting consumption of most households accounts for about 10% of the renovation costs, and the proportion is still rising. The online shopping market is also quickly becoming one of the new retail sales models for LED lighting products.
Limitation of traditional retail pipelines For LED lighting companies at this stage, it is very difficult for LED lamps to rapidly enter the distribution pipeline of traditional lighting fixtures, and the capital investment in the early stage is also very large. The advantages of low cost and wide coverage as online sales become obvious.
Liu Yu introduced, "There are two characteristics of online sales, first, the audience is very wide, there is no regional restrictions; the second is to achieve flat management, reduce the intermediate circulation.
More importantly, at the present stage, it is still difficult for ordinary consumers to purchase high-quality LED lights in traditional pipelines such as supermarkets or hardware stores. At present, more than 95% of the traditional lighting pipelines in China do not use large-area sales of LED lighting products. Only a few large-scale supermarkets such as Wal-Mart have several brands of small-size LED bulbs for sale. Therefore, those ordinary consumers who understand LED lighting can only turn to the Internet to find products, which also caused the current online sales of LED lights.
According to one Yuan self-professed network sales staff, they once bought an LED light bulb at a price of RMB 39.8. Within a few hours, 7,000 LED bulbs were sold out. In order to meet the requirements of the majority of users, they carried out emergency replenishment, ready to carry out the second round of group purchase.
He Wenbin, director of operations, points out that online shopping can reduce the purchase cost of goods reaching end users, and can at least reduce 15-30% compared with the traditional pipeline. At the same time, online sales channels are not only sales channels for goods, but also a promotion channel for brand promotion and product display. Many companies are very willing to accept this sales model.
LEDinside understands that the current online sales pricing of LED lamps is generally lower than the offline sales rate. At the same time, enterprises need to deliver certain management and promotion fees to third-party trading platforms. Therefore, the profits of online transactions are basically the same as those of offline transactions, and even Lower. It is reported that the profits of online trading of LED lights currently remain at about 20%, and there is room for further decline.
"The price of LED lamps is much higher than that of energy-saving lamps. Consumers have a certain degree of difficulty in acceptance. Therefore, online trading volume will not go too fast." Liu Wei pointed out that as the price falls, people's acceptance of LED lamps will gradually increase. Increase, but the overall market situation this year is still not optimistic.
With the continuous decline in the prices of raw materials and lighting devices, the LED lamp market prices will continue to show a downward trend this year. According to a person in charge of Yang Xing, a small and medium LED lighting company in Shenzhen, from December last year to February this year, the price reduction has reached 20%.
The combination of online and offline LED companies that are seen as carrying the old business model is not reconciled to being taken by the emerging pipeline. So in the past two years, many traditional enterprises have begun to test the water e-commerce quietly, have launched their own B2C website or online flagship store.
The above-mentioned company with Yang Xing’s person in charge was also selling LED products on the Internet. Since the product quality cannot be improved, most online shopping companies have seven-day unconditional return policy and have stricter quality control. Therefore, the transaction 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, contact with customers and online bulk transactions.
SMEs are looking for a new combination of online and offline transactions. ‖
“Because customers lack understanding of LED lighting and only know the concept of energy conservation, these require professional product sales consultants to assist customers in completing transactions. At the same time, He Wenbin also stated that at present, the promotion of online transactions still has certain problems. That is, for companies that already have a number of traditional offline pipeline systems, the online sales pricing system will have an impact on their existing pipeline pricing system, so it is necessary to divide the price system between the product system and the two pipelines. After the distinction has been made, the construction of online sales pipelines can be carried out again.
The younger generation after the online consumer groups are younger than 80 and 90 are growing up as the backbone of consumption. Their consumption habits are changing the existing rules of the Chinese retail market. According to statistics from relevant agencies, 75% of online shoppers are younger than 34 years old. This can also be interpreted as: Young online shoppers are spending more.
Liu Ye also affirmed this assertion. Tongfang shares are companies that have earlier sold LED lamps on the mainland. They have their own lighting flagship stores on multiple networks. He introduced that online consumers of Tongfang’s shares tend to be younger, mostly after 80’s and 90’s. "The main reason is that with the growth of the post-1980s, the network naturally has a close relationship; secondly, the new generation has a faster ability to accept new things and the concept of consumption is more fashionable. At present, the same-party stock consumer groups are scattered and the single- Not too much, ranging from a few to dozens.
Currently in the retail business, LED is mainly used in the decoration of new venues. With 80 after becoming the main force of purchase, in the choice of lighting, LED lamps will become their fashion choice.
Sales volume on the Internet is gradually increasing, Liu Xie said, they also believe that e-commerce will slowly become one of the main ways of future LED retail. "Of course, it will not exceed the size of the physical stores and commercial supermarkets. Online sales still have its problems. Although they are relatively direct and have a large audience, consumers do not see anything in real terms. They are just trading screens. There is no real reality. In the experience, this is where consumers are concerned, so in a short period of time e-commerce will not exceed the sales scale of the physical store.
"The major problems that need to be solved at present are the popularization of LED lighting product knowledge and the development of consumer habits. He Wenbin pointed out that in the future, under the guidance of 80s and 90s, companies will pay attention to information collection and product procurement on the Internet. The online sales pipeline will certainly become a sales channel that cannot be ignored.
Developing e-commerce is a general trend. At present, companies must begin to consider how to combine online sales channels with traditional offline channels to form an all-dimensional, three-dimensional marketing pipeline, which will be driven online and offline, and promote offline online to form a benign marketing system.
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