Analysis on marketing skills of LED lighting enterprises1

The shopping festival has always been a marketing skill used by merchants. From the Spring Festival promotion Festival to the bottom-level merchants, all kinds of tearful demolition sales are used to attract consumers. In addition to increasing sales figures, it can also attract people's attention at the same time, and brands and sales are flying together. However, there are so many traditional festivals, and there is only one store celebration. Festivals have to have some meaning, so they begin to create festivals. So for traditional lighting enterprises, how should they create e-commerce shopping festivals? The electricity business Festival began on the Double Eleven. After five years of operation, the Tmall has made the ordinary online festival Singles Day a real shopping carnival, and the sales data has also grown geometrically. Since then, many platforms have started the Peach Blossom Festival, the men's day, the Women's Day, the 520th festival, and various kinds of festivals have emerged in an endless stream. Often starting from the netizens ridiculing the festival, the platform took advantage of the opportunity to intervene in the hype. On the one hand, e-commerce platforms can attract attention and build brands by playing festivals. On the other hand, they can force their suppliers to adjust their prices on the grounds of festivals, so as to build their own brands with good quality and low price. Anyway, they only need to set up a platform. product Suppliers can, this aspect Tmall to play, Jingdong Suning self-employed proportion is not large. In addition, the online festival as a shopping festival can also be exchanged for the popularity of netizens. With one arrow and three sculptures, the e-commerce platform certainly enjoys doing festivals. An e-commerce platform operation team once told brother tie that he was thinking about making festivals every day. Small festivals have small festivals and big festivals have big festivals. At the beginning, Tmall was the main platform for festivals. After that, Jingdong Suning Jumei Youpin and other e-commerce platforms did not lag behind. Everyone has their own festivals. Now Lenovo is also making festivals. Will there be 365 days and festivals every day in the future? This year's 520 is still different from the past festivals. More and more businesses are directly involved in creating festivals. In order to avoid making wedding clothes for others, we will not talk about specific brands here. You can search for 520 participating businesses. The company's direct holiday is indeed a new thing in the past two days. The iron brother feels that it is necessary to discuss it. First of all, enterprises can highlight their sense of existence by doing festivals. In e-commerce, users are too dependent on the platform, and it is easy to ignore the products of specific stores. At this point, some friends may question that I buy something that I think I am familiar with. How can I reduce the sense of product presence? , But we actually ignored the important entrance discount for us to buy or search for products. Under this logic, the weight of discount in consumers is obviously greater than that of specific brands, while the weight of discount is easily attached to the platform, which is weak compared with the presence of product brands. Xiaomi hammers all choose to sell on their own platforms. Apart from the advantages that all aspects of their own platform sales can be controlled, it is important that their own sales department is easy to be diluted by large platforms. Merchants creating festivals are also creating new entrances to improve their brand recognition. The self-made Festival is far better than the benefit of consumers in the name of the company. In this respect, our e-commerce sellers are awakening. Secondly, enterprises do festivals to get rid of the shackles of the big platform; Integrated shopping platforms use traffic to kidnap stores, and some e-commerce platforms are increasingly becoming traffic dealers, led by Taobao. The cost of the form of traffic purchase, mainly through train and drill show, is getting higher and higher. On the weekend, tie GE met with Yunhe, the former technical staff of Taobao Express, and learned that the cost of the through train will only increase and not decrease as Ali goes public. For sellers, being kidnapped by the platform in the form of traffic is becoming more and more serious. Merchants must solve the traffic problem themselves if they want to get rid of the traffic constraint. It is a good way to run their own festivals. Objective traffic can be obtained through promotion, and traffic kidnapping can be temporarily loosened. After that, the festival was only superficial, with the focus on the establishment of the user system. If the self-built Festival is only a price reduction promotion, it is only a temporary relief of traffic constraints, and it is not very helpful for product user data accumulation. The purchase of users is all based on discounts. The secondary purchase rate of this kind of users is low, and it is difficult to transform into a loyal user of the enterprise, that is, relying on money can only buy behavior and not loyalty. The loss of user data will return to the old problem faced by our traditional enterprises. The sales volume exceeds 100 million, but we cannot tell the information of a specific user. obviously, it does not conform to the current spirit of Internet precision, humanization, and big data computing. It is understood that enterprises should focus on building the adhesion of the brand. Xiaomi's strong brand is closely related to the credit of Xiaomi fans. Only by linking online and offline to improve user activity and effective promotion behavior can we truly get through the two channels of enterprise sales and user data. the defeat of success is very heavy. However, the current sellers are still spelling out the Surface sales data, and the humanized service is far from enough. It is more representative that the promotion price is very large, but the logistics customer service is far behind, and complaints are all over the Internet.