How can LED lighting companies achieve breakthroughs in e-commerce?

The rise and rapid development of e-commerce has given birth to a strong online shopping boom. Under the impact of this wave, traditional lighting enterprises can no longer be calm and turn to e-commerce to seek breakthrough, with low-key actions, the domestic Optoelectronics giant lidexin group, which has been exploring in the lighting industry for more than ten years, has also turned its development to e-commerce, and has used its brand as a powerful weapon to enter the electricity industry. Li Lai (leelite) It is a green lighting brand under the lidexin group, and it is also the first export of Xiamen recognized by relevant departments. The brand is registered in 78 countries around the world. It is not difficult to see the noble blood of Lilai. In the face of the increasingly fierce competition in the e-commerce lighting market, how does Lilai, a rising star, launch his siege in the electric business community? Products are fundamental no matter how the business develops, whether it is traditional offline sales or popular online sales, products have always been the supporting point of the fundamental core of a brand. As a brand owned by lidexin, it can be said that Li Lai has congenital advantages in products. He can not only rely on the strong LED product research and development, production and other hard strength of Li Daxin, but also through the self-built lighting appearance design team, from technology to appearance to ensure the competitiveness of products. Haoguang is the brand positioning of lidexin, and also the core concept inherited by Lili in product development. Therefore, for lighting products, the Lili brand team has its unique opinions, in addition to paying attention to the external design beauty of the lamp, they pay more attention to the relationship between light and home, light and life, and their pursuit of light quality is almost paranoid, therefore, they have strictly controlled the parameters related to light quality such as color temperature, luminous flux and color rendering index to ensure the comfort and health of light. Differentiation is the key throughout the current e-commerce lighting industry, product homogenization and vicious price competition can be said to be common problems in the whole industry. Facing such a white-hot market competition situation, is it to raise the price banner and confront the opponents or to seek a breakthrough? It is undeniable that price is only a short-term behavior, and the long-term sustainable development of the brand depends on brand power. Based on the goal of creating a brand and the in-depth interpretation of the brand, Li Lai made an in-depth market research before entering the market, and made a comprehensive plan from consumer positioning to product style and brand image, finally, a simple and extraordinary brand positioning is put forward, and efforts are made from simple words to pursue the extremely simple beauty of products and the exquisite beauty of simple life, put aside the current primary Selling thinking that many lighting enterprises only sell lamps as lighting tools, and regard lamps as life carriers with thoughts and emotions, endowing lamps with thoughts and souls, the temperament and taste of the lamp are integrated with the taste of the home, and the concept of life is used to enhance the ideological connotation of the product, thus forming a difference among many lamp sellers. Service is the guarantee. For consumers who buy lamps online, logistics, after-sales and installation can be said to be the three major concerns when they buy them. For these three major problems, Li Lai has made a good response. First of all, in terms of logistics, we have built more than 10 thousand square meters of warehousing and logistics center and professional distribution team, and made great efforts in the packaging of goods. The outer box is made of imported high-quality kraft paper, plus wooden frame protection, the internal lamps and accessories are all packed with embedded one-piece foam mold. After such strict wrapping, the breakage rate during the transportation of the products is greatly reduced. Secondly, in terms of after-sales service, Lilai has carried out in-depth cooperation with offline professional home decoration installation service companies to launch a free door-to-door installation service policy. Although this measure is not the first in the electricity business community, it is rare, especially for the newcomer to e-commerce, the implementation of this after-sales service means a greater investment in service costs, but its intentions are undeniable customer experience for consumers. With the increasing competition in the LED industry, many offline traditional lighting enterprises have moved to the line. However, how to quickly set up their own banner and technology research and development capabilities in the electricity industry, product Power, brand power and channel power are indispensable in every link.