Lamps and lanterns dealer electric business bottleneck analysis O2O or can be broken

In 2014, O2O mode has become the focus of the national media, whether it is mature traditional entity enterprise, e-commerce enterprises, or by telecommunications, Banks, entertainment companies, are exploring and practicing O2O mode, because people found O2O prospect extremely. Cool in the face of household building materials demand, as well as the appearance of household building materials electrical contractor, the lamps and lanterns of more dealers also began to think about the path of household building materials industry and the direction in the future. Electricity channel has become a distributor of lamps and lanterns is unable to avoid the path, but the lamps and lanterns dealer if you want to go to the real many obstacles exist in e-commerce era. For now, if you want to achieve the integration of online seem to have certain difficulty. The author tries to analyzes its causes from the following four aspects:

1, the lamps and lanterns of the lack of a more influential retail platform building materials industry e-commerce overall relatively backward, lamps and lanterns of electricity mainly B2B mode at present, stay on stage investment, wholesale between businesses. With the impact of the electric business trend, many building materials enterprise began to try to B2C mode facing directly to the end consumer marketing. Among them, the lamps and lanterns of electricity B2C do better mainly first-line brand manufacturers, according to the nine network is building materials know, leishi lighting, philips lighting in Tmall, jingdong B2C platform to build their own official stores, and most of the second and third tier brand manufacturer of lamps and lanterns to open taobao shop or Tmall shop is almost all of the good. Main reasons are the following:

is traffic problem in the first place. At present, the open taobao shop or Tmall store traffic acquisition cost is higher and higher, from taobao shop or store access to natural Tmall flow mainly depends on two factors: one is the product of the exposure, the other is the user search. Exposure rate of the product and product sales, store credit product update, product evaluation, etc. At first, many sellers are to enhance natural ranking by brush products sales and praise, but this recruit the traditional way doesn't work now. Because taobao started at last hit the false trading, after being caught products directly to the shutters even punishment. So now the seller wants to boost sales can only be put into real money, to buy from taobao, advertising, promotion or to other sites, this greatly raise the cost of the flow of the shop. If put into real money, traffic conversion rate is not high, so businesses can only loss-leader.

it is understood that the current taobao shop to get a new buyer cost is 100 yuan, the profit is not high for two, three line brand manufacturer of lamps and lanterns, is unattainable. If let the wool is on sheep's body, however, product prices to be brought up, relative to the price of offline and online product price is not much advantage.

second, the influence of the brand. Users to buy in taobao or Tmall leishi lighting lamps and lanterns of the first, philips lighting has a first-line brand awareness. The be clear at a glance through baidu search index analysis, lamps and lanterns industry ranked top search keywords are well-known brands of lamps and lanterns, few people will be initiative to search for the second and third line brands of lamps and lanterns, so in the absence of brand awareness, want to rely on taobao or Tmall be harder to sell lamps.

in the end, after-sales service problem. Lamps and lanterns of B2C e-commerce, such as distribution, installation and return 'the last kilometer' after-sales problem, for individual, buy a brand product after-sales service is guaranteed, the price is relatively transparent. Can say, two, three line brand manufacturer of lamps and lanterns USES the B2C online retailing is almost impossible to succeed.

2013 online combining O2O mode to the building materials industry penetration, is the typical building materials and furniture such as beauty lele net, net, information treasure O2O platform, among them, the lele network and its network is based on proprietary furniture is given priority to, similar to the jingdong mall; The treasure O2O platform building materials information is free and open, similar to taobao. O2O model pioneered 'online and offline' stereo marketing model, based on the offline experience centre and O2O marketing new pattern of online sales, through the 'shopping platform' + 'real experience store' + 'customer service support center' the three systems, successfully solves the problems of e-commerce in the lamps and lanterns industry platform, logistics, terminal after-sales service three big board. In the future, O2O mode will become a distributor of lamps and lanterns to open online retail e-commerce development trend.

2, lamps and lanterns dealers lack electricity business

in the circulation system of lamps and lanterns, the weakest of all lamps and lanterns of dealers. Lamps and lanterns industry in China has experienced the factory direct sales, regional distribution, brand agent and so on stage. In this process, the lamps and lanterns manufacturer can choose different channels according to their own characteristics, make corresponding adjustment. And every manufacturer of lamps and lanterns to do adjustment, dealers are often in a passive position.

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