Statistics show that in 2014, China's e-commerce transaction volume reached 13 trillion yuan, a year-on-year increase of 25%. Among them, the retail sales of online goods was about 2.8 trillion yuan, a year-on-year increase of 49.7%. Throughout the lighting enterprises, whether it is brand big coffee or emerging enterprises, the number of lighting lighting brands entering the e-commerce field is increasing, and the e-commerce market potential and development speed of the lighting and lighting industry is also unexpected. Compared with traditional channels, e-commerce has three most obvious features: First, e-commerce electronically and digitally transforms traditional business processes. On the one hand, electronic logistics replaces real logistics, which can greatly reduce manpower and material resources and reduce costs. On the one hand, it breaks through the limitations of time and space, so that trading activities can be carried out at any time and any place, thus greatly improving efficiency. Second, e-commerce enables enterprises to enter the electronic market at a lower cost, making it possible for SMEs to have the same information resources as large enterprises and improve the competitiveness of SMEs. Third, the traditional sales model may need to go through multiple links such as agents and distributors. It cannot directly and directly face customers, while e-commerce breaks the long-standing predicament, enabling manufacturers to directly face consumers and reduce many intermediates. Linkage and intermediate transaction costs increase profit margins and achieve flat management. Therefore, in the current fierce market competition, for lighting companies, whether it is due to sales model innovation or perfect channel considerations, e-commerce is undoubtedly an important entry for LED lighting brands. At the same time, with the rapid development of e-commerce in the past two years, applications have become more and more popular, and e-commerce channels have become an important channel for the current LED lighting industry. In this issue, the large-scale lighting platform conducted a survey on some e-commerce platforms, and learned about the e-commerce operation mode of some enterprises. I hope to give some inspiration to the lighting companies that are operating e-commerce and entering the e-commerce field. E-commerce platform always has a platform suitable for you. With the rise of the O2O model in the past two years, more lighting manufacturers hope to use this new revolutionary marketing channel to break through the traditional intrinsic channel model, actively embrace the Internet and meet the development tide of the Internet era. . In this era, a variety of e-commerce models have also been derived, and various e-commerce platforms have sprung up, providing multiple choices and more convenience for lighting manufacturers to better participate in e-commerce. 1. Comprehensive e-commerce platform Typical representatives: Jingdong, Tmall, Taobao, etc. The so-called comprehensive e-commerce platform means that the products sold are diversified, and the categories are rich and complete. At present, most of the e-commerce models adopted by LED lighting companies are integrated e-commerce platforms such as Tmall and professional e-commerce platforms for home and LED lamps. Only a small number of enterprises rely on self-built online malls for products. Display and sales. It is reported that because Taobao's entry conditions are relatively low, the lighting related products store is also very hot, so at this stage, Taobao is currently the largest comprehensive e-commerce platform in China. However, with the increasing number of companies entering the comprehensive e-commerce platform and the increasingly fierce competition, in order to better provide consumers with convenient services, some integrated e-commerce platforms have also introduced a series of measures to regulate their operations. For example, on March 2 this year, Tmall released the "Tmall Merchants Standard Adjustment Announcement". According to the "Announcement", in order to better optimize the consumer service experience, Tmall will adopt new ideas in attracting investment, and actively recruit brands that provide quality goods and services to jointly upgrade the consumer experience. For the lighting industry, the past two years have been the peak period for lighting companies to enter the Tmall platform. Most lighting companies also use the Tmall platform as the platform of choice for e-commerce. This implementation of the new Tmall investment standard means that there will be a number of lighting companies or lighting brands in the future, which will lose the e-commerce platform of Tmall. 2, vertical e-commerce platform Vertical e-commerce platform refers to the e-commerce model of deepening operation in a certain industry or market segment, which directly faces consumers. The products of the vertical e-commerce website are all of the same type of products. The advantage is that they are focused and professional. They can provide consumer products that are more in line with specific people and meet the specific habits of users in a certain field. Therefore, it is easier to gain user trust and deepen consumers' The impression of the product, thus the word-of-mouth communication, forms a unique brand value, and also provides a convenient operation mode for suppliers, retailers and consumers, and can increase the added value of the brand and products. 3, B2B e-commerce platform typical representative: lamp light network, 77 magic lights, light network, good light network, etc. B2B e-commerce platform refers to the business relationship between enterprises, it will be intranet, through B2B website and customers Closely integrated, through the rapid response of the network, to provide better services to customers, and promote the rapid development of enterprise sales. The B2B e-commerce platform mainly includes two basic modes: one is e-commerce directly between enterprises (such as online purchase and online supply by manufacturers); the other is business activities through a third-party e-commerce website platform. . At present, most of the e-commerce platforms in the lighting industry belong to the B2B e-commerce platform, integrating the information flow, logistics, capital flow and other industry resources in the lighting and lighting industry chain, conducting online and offline double-shop in the terminal market, and conducting brand promotion online. Product display, sales, offline lighting, network, lighting, lighting, lighting, lighting, lighting representative. 4. Membership service e-commerce platform Typical representative: third warehouse, EDS, etc. In addition, there is another type of e-commerce platform that is currently available to provide services for members' profit, such as the third warehouse and the famous lanterns. It is understood that the third warehouse is based on membership service, and it is strategically positioned to provide services for members' profitability. For the development of members, the entire transaction needs of information, orders, payment, logistics, after-sales service, etc. Its operational characteristics are that it can only deal with members and transactions, and through the network and data management of members, the overall efficiency is enhanced between the organizers and members. It is understood that the EDS management sales system is a lighting management sales system tailored by the famous lighting and lighting association for the branded lighting dealers. It also belongs to the e-commerce platform for members. It has two advantages: one is for the heart, What kind of lighting the user likes, what kind of home decoration style can be used at will, and fully experience the intimacy of the scene; the two are one-button operation, humanized and multi-functional to achieve the user's needs. 5, the product after the market e-commerce platform Typical representative: lamp spot network and other products after the market e-commerce platform literally understand, is the market after the product has completed normal sales. The biggest difference between the spotlight and other sales platforms is that the products they sell are mainly slow-moving products, broken-code out-of-stock products and backlog of inventories. The biggest significance is to solve the inventory pressure of enterprises. At present, the spotlights have joined forces with the Zhongshan Lighting and Lighting Industry Association and the Zhongshan Heilongjiang Chamber of Commerce to maximize the sales channels for the members of the Chamber of Commerce. It is reported that because the lamp spot network brings together the high-quality and low-cost products and services directly provided by the manufacturers, with the increasing popularity of the spot and the continuous increase of passenger traffic, many enterprises in Guzhen and surrounding areas will also send the main products to the spot. Selling. E-commerce future style: online drainage line experience Vanke Wang Shi once said: You are not the Internet, but you do not accept the Internet, you do not use the Internet as a tool to combine with your industry. The ones that eventually eliminated you are your peers. They accepted the Internet and combined the Internet with what they did and eliminated you. Although at this stage for the domestic LED enterprises, the e-commerce model is still in the tentative stage, and LED lighting is an emerging industry, its industry characteristics are strong, and less experience can be learned. However, there is no doubt that the era of e-commerce that belongs to the lighting industry has quietly struck. Industry veterans said that LED lighting e-commerce fight is not only cost-effective, but also brand, after-sales service. The biggest advantage brought by e-commerce is the flattening of information and channels. For lighting manufacturers, it is necessary to make full use of the offline product advantage service line, through the Internet to sell products into selling services, selling experience, selling personalized customization, allowing online and offline to help the company's healthy development. Yuan Weiwen, an industry veteran, said that in the future, achieving the perfect combination of online and offline is the most critical issue for manufacturers involved in e-commerce. Only online and offline can really get through. The two sides can share the benefits, the service is built together, and the risks are shared. Only then can the two parties win a win-win situation and bring greater benefits to consumers. Therefore, for traditional lighting companies, we must first have Internet thinking, and we should actively explore and welcome new business models in the LED era. At present, there is a difference between the online and offline price systems and operating costs. However, with the continuous development of the e-commerce model and the continuous advancement of technology, the threshold and cost of promoting e-commerce will be lower and lower. The cost of online and offline is also gradually shrinking. First, take advantage of the powerful online drainage capabilities to help offline channels. The biggest advantage of e-commerce is that there is no regional restriction, the audience is wide and the intermediate circulation can be shortened. Therefore, manufacturers should make full use of the powerful drainage capabilities of online e-commerce to provide resources for the sale of offline products. For example, Xinteli Lighting has entered the Taobao e-commerce O2O platform and has a home channel, which attracts millions of decoration intention customers through the channel and leads them to the O2O distributor platform that they sign up, that is, the new speciality of the offline store. Li brand and whisper brand franchisee. This not only improves the sales of the products, but also protects the interests of the franchisees. Second, the offline channel should give play to its advantages and provide support for the development of online e-commerce. Especially for traditional lighting companies, in the process of arranging e-commerce, you can fully leverage the installation, after-sales and service functions of offline, to provide guarantee for the sales of online products. In turn, after the development of online e-commerce is mature, it can provide strong support for offline channels through proper guidance and misplaced operations, thereby achieving mutual promotion, reducing risks and ultimately maximizing benefits. In addition, online drainage, offline experience, strengths and weaknesses, and mutual integration. In the future, we must achieve a perfect combination of online and offline. For enterprises, on the one hand, there must be enough experience stores online, because the biggest characteristic of e-commerce is that there is no boundary, but the radiation range of the offline entity experience store is Limited, how to build an experience store that can respond to e-commerce becomes crucial. On the other hand, this experience is not just as simple as opening a physical store, but to let consumers experience the product in a relaxed environment. The mature e-commerce operation mode is not limited to online and offline stores at the same time. A series of problems such as promotion channels, user experience, design services, logistics, and after-sales are all necessary to think and solve e-commerce.
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