Analysis on sales of Taobao lighting products from 2011 to 2014

In 2014, LED lighting products began to penetrate into the domestic market in an all-round way. The market showed the characteristics of high before and low after, accelerated sinking of channels, rapid development of e-commerce, accelerated start-up of second-and third-tier markets, etc. Among them, Taobao lighting market growth is gratifying. According to statistics, 2014 1-On December, Taobao (Tmall included)Sell all kinds of lighting appliances (Including lamps and light sources)Reach 21. 7 billion yuan (Calculated at a price) Compared with the sales of 1 billion yuan in 2011, it has increased by 20 times. The light source 3. 0. 8 billion yuan, a year-on-year increase of 120 times, lamps 213. 0. 2 billion yuan, up 270 year-on-year. FIG. 12011 sales of Taobao lighting products from 2014 to. Meanwhile, the penetration rate of LED has also increased rapidly in recent years. The speed on line is faster than that on line, and the penetration rate of light source is higher than that of lamps. Overall, the penetration rate of LED light sources has reached 77. 5% in 2014. 2, while the penetration rate of LED lamps is only 44. 6, but both have more than doubled the 2011. Judging from the specific types of lamps, the penetration rate of indoor decorative lamps such as desk lamps, chandeliers and wall lamps is relatively low, about 30- 40, while functional lamps such as aquarium lights, stage lights, integrated ceiling modules and outdoor lighting have a high LED penetration rate of over 80. Judging from the volume of transactions, Taobao (Tmall included) The turnover of lamps and light sources reached 77. 32 million, up 110 from the same period last year, of which the turnover of light sources was 1. 42 million, up 124 from the same period last year, and lamps and lanterns were 63. 13 million, up 107 from the same period last year. FIG. 22011-2014 trading volume of Taobao lighting products. The author believes that from the perspective of brand competition pattern and Taobao's promotion trend, compared with previous years, Taobao brand began to decline gradually in 2014, traditional lighting strong people have launched e-commerce, the stronger the strong, the online market concentration began to exceed the physical channel. The information and price competitive advantages of small brands can still be maintained in the field of single products, and the best-selling explosions of light sources are still mainly composed of products with low prices and strong promotion; In the field of lamps with high added value and strong professional type, the sales growth rate of the traditional four Masters Opal, Rex, Buddha and Philips exceeded the overall growth rate.