Since the rise of e-commerce, it has been predicted that it will pose a threat to traditional lighting channels. But the fact is that the current LED lighting industry channel marketing system is still dominated by hidden channels such as engineering channels, but these channels are generally mastered by large and medium-sized traditional lighting companies. In the face of e-commerce, a new type of sales channel, emerging LED companies see e-commerce as a new opportunity, and large and medium-sized LED lighting companies with traditional channels are not willing to give in, especially when the growth of traditional channels is weak. And the marriage of e-commerce, online and offline interaction, has become the "three-dimensional marketing" now favored by LED lighting companies, which is also the general trend of the future development of LED lighting companies.
Limited traditional channels
Online sales become the new favorite of LED lighting companies
At present, large-scale traditional lighting companies still have the main channels, and it is the best choice for traditional lighting companies to locate in the country through agents. For example, NVC Lighting has 11 operation centers across the country, and the network has been laid at the county level, with a number of more than 10,000; Op Lighting has 10,000 direct stores or franchise stores in the country, and has almost all of the country ’s third and fourth level markets. Covering ... And it also occupies a unique advantage in the cooperation of designers, design institutes and large projects.
Compared with traditional channels, e-commerce has two characteristics: one is that there are no regional restrictions and the audience is wide; the second is to shorten the intermediate circulation link and realize flat management. This is undoubtedly an opportunity for emerging LED companies that do not occupy traditional channels. Because you want to quickly enter traditional channels, and have been very difficult with large traditional lighting companies. The low cost and wide coverage of e-commerce have become very attractive. Therefore, some emerging LED companies are quite fond of e-commerce.
But relatively new LED companies, large companies with traditional channels are not calm. The non-negligible effect of online sales has led major lighting companies to accelerate the deployment of e-commerce. There are several ways: First, cooperation with third-party e-commerce platforms, such as Taobao, Alibaba, JD.com, and Paipai.com, to establish their own B2C flagship store. The second is to choose a media home store. For example, NVC Lighting, Philips, and Lanneng opened stores in a media home store. The third is that companies do not rely on any platform, establish an official website, and sell products on the official website. In general, several methods are carried out simultaneously, entering all directions, and competing for online sales share is a relatively common phenomenon.
But some people in the industry did not agree with this phenomenon. Xia Siyuan, director of the office of Shell Wright Lighting Division, believes: "At present, most of the LED shops that have done better on Taobao or other malls are some miscellaneous brands, mainly for some post-80s and 90s. The vast majority of large-scale LED lighting companies still rely on traditional channels, even if they have stores, there are more dealers, and the focus of the company is still on traditional channels. After all, lighting is still an experiential product, and consumers still pay more attention to offline experience . "
But in fact, for online sales can not solve the problem of offline services, a new model-O2O model has emerged in the field of LED lighting e-commerce. O2O's emerging business model is quite representative. It combines online and offline interactions, searching for consumers online, completing purchases offline, and making the Internet the front desk for offline transactions. It is a combination of the payment model and the store owner's creation of customer traffic. . This new type of e-commerce model meets consumers' demands for consumption. A senior executive of an LED lighting company believes: "The emergence of the O2O model has shortened the journey of many LED lighting companies into e-commerce.
Innovate with e-commerce
"Three-dimensional marketing" of LED lighting companies is the trend
With the marriage of e-commerce, LED lighting companies have achieved online procurement, investment promotion, brand promotion, distribution and other ways of co-existing channel development. E-commerce has clearly opened up a whole new field. Some people in the industry believe that in the future, e-commerce may compete with traditional channels, which is the general direction of development.
But is the role of e-commerce overblown? A senior executive of an LED lighting company said, "The role of e-commerce in the past two years has been over-amplified. In the final analysis, returning to the essence, e-commerce is still a kind of channel. E-commerce certainly also carries functions that offline channels do not have, such as Perfect product introduction and brand promotion with wider coverage. But its essence is still a channel, with the main purpose of selling products. "The senior executive of the enterprise believes:" For LED lighting, online and offline are complementary and online sales. , Brand promotion, investment promotion, and offline services are indispensable; therefore, 'three-dimensional marketing' is the general trend of future development. "
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