Exploration of Lighting Channels: Analysis of E-commerce Mode to Promote LED Status and Development

With the post-80s and post-90s Internet generations gradually becoming consumers, the rapid development of online media. 52% of consumers said that they obtained the brand information of the lamps through the network, which is enough to show that the network channel will become one of the important channels of LED lighting. The rapid growth of online shopping also provides a new possibility for the sales channel of the entire LED lighting industry. Therefore, it is of great significance to explore the road of e-commerce in the LED lighting industry.

The current channel marketing system for LED lighting industry is still dominated by invisible channels such as engineering channels. Some large traditional lighting companies in transition have mastered the main channels and strengthened cooperation with designers, design institutes, and large project projects. For many LED lighting companies that do not have traditional lighting channels, this is a clear shortcoming. Therefore, for the current LED lighting enterprises, it is very difficult to let LED lamps quickly enter the distribution channels of traditional lighting fixtures, and the initial capital investment is also very large. And the advantages of low cost and wide coverage as online sales become obvious.

Common e-commerce model: enterprise settled + supply and purchase products (or product display) + exhibition + information
At present, with the hot LED lighting, many LED lighting websites and sub-sites have started to build up. Just enter in the Baidu search box: LED + e-commerce, you can search more than 5 million related information. These media hope to provide brand promotion, product promotion channels, trade platforms and other services to many LED lighting companies through upgrades or revisions. Xiaobian carefully observed that the company settled in + supply and purchase products + mall + exhibition + information is a lot of similar patterns in many media. Although there are many such seemingly complete network channel promotion service media, the information of many media platforms is incomplete and the functional services are not complete.

Enterprise entry + supply and purchase products + mall + exhibition + information is a good e-commerce model, but due to problems of capital, technology, history, industry and other issues, it is difficult to form a large LED lighting e-commerce platform like Taobao, Jingdong commodity trading model .

From the perspective of platform selection, almost all brands choose Taobao as an e-commerce platform.
In the past two years, many traditional enterprises have begun to quietly test e-commerce, and have launched their own B2C websites or online flagship stores. Although clothing, shoes, books, etc. are particularly suitable for online trading products in recent years, online shopping is still in the development stage. Therefore, self-built B2C in LED lighting enterprises is still individual. At present, pure e-commerce sales mainly cooperate with third-party e-commerce platforms, such as Taobao, Jingdong, Paipai.com, etc., to pay certain management fees and promotion expenses. Use the resources accumulated by the third-party e-commerce platform to achieve promotion and retail purposes.

From the perspective of e-commerce platform selection, LED lighting companies mainly choose Taobao, the largest e-commerce platform in China. Open Taobao, enter LED in the search bar, you can find more than 1.5 million search results, from LED bulbs, LED single lights, LED spotlights to LED decorative accessories, etc., the price is also from a few yuan, tens of dollars Up to hundreds of dollars, the brand has Philips, NVC, Changhong, Casio, Sharp, Hisense and so on. There are more than 30,000 related stores, but there are only 800 stores, so there is no gold crown level, and there are more than 800 crowns. Open Jingdong Mall, enter LED in the search bar, the related products are only more than 4,000, mainly concentrated in LED lights, table lamps, ceiling lamps, emergency lights and so on.

From the perspective of hot products, mainly LED lamps
Careful browsing of Taobao and LED related stores, found that hot products are mainly concentrated in LED lamps, and according to Liu Wei, deputy general manager of Tongfang Lighting Division, in 2011, their sales of LED lights in Jingdong Mall and Taobao can reach More than 10,000, accounting for about 15% of its total sales. This shows that third-party e-commerce such as Taobao and Jingdong will become one of the important retail channels for LED lighting companies.

There are two reasons why LED lamps sell hot e-commerce platforms: At this stage, it is difficult for ordinary consumers to purchase high-quality LED lights in traditional channels such as department stores or hardware stores. At present, more than 95% of traditional lighting channels in China do not use large-scale sales of LED lighting products. Only a few large supermarkets such as Wal-Mart have several brands of LED bulbs for sale. Therefore, those ordinary consumers who have an understanding of LED lighting can only turn to the Internet to find products, which also caused the current online sales of LED lights. Secondly, online shopping can reduce the purchase cost of goods to end users, which can be reduced by at least 15-30% compared with traditional channels. At the same time, in addition to the sales channel of goods, online sales channels are also a promotion channel for brand promotion and product display. Many companies are very happy to accept this sales model.

Conclusion: At present, the LED lighting e-commerce model is not yet mature, and it is still in a promotion stage. In addition to doing offline offline stores and dealer channels, enterprises should start to consider how to combine online sales channels, brand promotion and offline traditional channels. To form an all-dimensional three-dimensional marketing communication channel, which will drive the offline and offline promotion lines to form a benign and interactive sales system.

(This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED. Readers need to verify the relevant content by themselves.)

High Power Light

High Power Light,Led High Power Lamp,High Power Led Light,Led High Power Lamp Price

Changxing Fanya Lighting Co.,Ltd , https://www.fyledlights.com