Interpretation of four misunderstandings of LED enterprises in E-commerce entrepreneurship2

As we all know, e-commerce has been unanimously welcomed by LED enterprises in the promotion of LED lighting due to its relatively new mode and relatively low initial investment cost, and has also aroused heated discussion in the industry. Many enterprises have begun to explore how to make the transition from traditional channels to e-commerce. The author has sorted out some misunderstandings that LED enterprises should avoid in e-commerce entrepreneurship, hoping that enterprises can avoid detours. Myth 1: as long as there is traffic, there will be sales. Traffic is the basis of e-commerce, but it is not the increase in traffic that makes sales better. It is the quality of traffic that determines sales. In order to obtain high-quality traffic, it is necessary to refine the traffic from different channels, formulate different traffic strategies and conversion rate target values, and use different marketing methods. for example, the traffic from the rebate website Alliance uses promotional information to promote purchases; Traffic from search engines or navigation sites is converted with precise search content, associated recommendations, and rich category Center content. When developing e-commerce mode, LED enterprises must filter out low-quality traffic that does not contribute to profits and value, such as those who only receive gifts or only purchase deeply discounted goods. avoid wasting server, logistics and customer service resources, and focus on those who hesitate to place orders in the goods, which requires efforts in search, details, categories, etc. Myth 2: offline retailers can do well online, offline retail goods can be experienced and available immediately, and temporary impulse purchases can be obtained through scene stimulation. Online retail has a large number of accurate marketing of customer information. The speed and breadth of word-of-mouth marketing are not limited by region, time and shelf space. Therefore, LED enterprises must be treated differently at the marketing level of the two. LED products are more retail in e-commerce. In this regard, offline retail mostly relies on brand effect, posters and print advertisement promotion, and uses the environment of shops and sales personnel to stimulate purchases. However, online e-commerce needs to obtain traffic through SEO/SEM, EDM, Internet Alliance, Portal website advertisement, SNS cooperation, etc. At the same time, a large number of customers' data and information on searching, collecting, purchasing and associating commodities can be used for accurate marketing to provide accurate recommendations for users. At present, LED enterprises choose more comprehensive e-commerce platforms such as Taobao Tmall. Myth 3: only one key point of customer experience is to do a good job in distribution and after-sales customer service. One of the misunderstandings of online customer experience is to think that as long as the experience of distribution and after-sales customer service is done well. Customer experience is a comprehensive consideration, involving the richness of goods, sales price, timeliness of delivery, advantages and disadvantages of after-sales service, simplicity, convenience and ease of use of the system and user interface, etc. not just distribution and after-sales. There are many factors that affect customers' choice and return purchase rate. LED enterprises need to pay attention to more details in the development of e-commerce mode, and do not lose regular customers by one-sided treatment. Myth 4: The cost of scale growth will naturally be reduced. Everyone on Taobao Tmall will generally sort by sales volume. Normally, when the scale of LED enterprises grows, the negotiation weight will be more sufficient, and the increased sales volume can help reduce the procurement, logistics and marketing costs. But what is easy to ignore is the emphasis on the scalability of the business model. When a business model cannot be expanded, the larger the scale, the higher the cost, and the cost reduction is far from expected. For example, in the community, through the property and security to build a pick-up point, this way of increasing the middle layer increases the time and cost of management. At present, the e-commerce mode commonly used by LED lighting enterprises is not perfect. Most of them enter comprehensive e-commerce platforms such as Tmall, as well as professional e-commerce platforms such as household and LED lamps, and a small part are self-built shopping malls. Most of the enterprises are traditional lighting, and there are still many misunderstandings about e-commerce. Moreover, through e-commerce platforms, the price must be very competitive. Therefore, the positioning of the brand or product must be very cautious, it is recommended not to follow the flow into the e-commerce. On the other hand, because the domestic LED lighting standards are not perfect, not to mention the implementation, in order to occupy the market, many enterprises do not hesitate to sacrifice quality to fight price wars. This is a very dangerous signal, which will damage the entire LED lighting industry. All LED lighting enterprises need to position themselves and be cautious.