LED lighting companies must not act impulsively to distinguish the pros and cons1

On September 19, US time, Alibaba was officially listed on the New York Stock Exchange with the stock code BABA. As of the close of the day, Alibaba's share price soared 25. 89 US dollars reported 93. 89 US dollars, up 38 from the issue price of 68 US dollars. 07, the market value reached 2314. 3. 9 billion US dollars, surpassing Facebook to become the second largest Internet company after Google. Some people say that since then, Wang Sicong can no longer say that no one has money; Some people say that it is more enjoyable for Jack Ma to ring the bell below than to ring the bell on it. Others say that as China's richest man is no longer the king of real estate, but the internet is the first, a new era is coming. Today, the editor wants to say, with the arrival of the e-commerce era, are you ready for LED lighting companies? The LED lighting e-commerce channel is still in the exploratory period. In recent years, China's e-commerce has developed rapidly and the transaction volume has reached record highs. the application of e-commerce in various fields has been continuously expanded and deepened, the related service industry has developed vigorously, the supporting system has been continuously improved and perfected, and the motivation and capability of innovation have been continuously enhanced. E-commerce is deeply integrated with the real economy and has entered a stage of large-scale development. Its impact on economic and social life is increasing and is becoming a new engine for China's economic development. In today's e-commerce is very popular, online shopping has gradually penetrated into the lighting life. However, LED lighting, which is not known to the majority of users, seems to be an incomplete and mature Road. However, it is not difficult to see the huge potential of online channels from the actions of brand manufacturers to extend network channels and open brand flagship stores. Although there are still many problems in LED lighting, such as product price war, immature technology, etc. , under the wave of e-commerce, LED enterprises have to find another way to adapt to the environment and survive better. expand channels. Moreover, the post-80s and post-90s internet generation has gradually become the main consumer, and the rapid development of online media. 52 of consumers said that they obtained the brand information of lamps through the network, which is enough to show that the network channel will become one of the important channels for LED lighting. The rapid growth of online shopping also provides a new possibility for the sales channels of the entire LED lighting industry. Therefore, it is imperative to explore the e-commerce path of the LED lighting industry. During the Double Eleven in 2013, the sales of lamps and lanterns showed excellent performance and obvious characteristics. By analyzing the data Tmall the top 20 list of lighting single store sales and the top 20 list of lighting sales in the Double 11, and deeply studying the brands and lighting categories on the list, it is not difficult to find that LED manufacturers have developed e-commerce. Through the data analysis of the Double Eleven, it is found that LED ceiling lamps, lanterns, LED business photos and desk lamps are more suitable for enterprises to develop e-commerce channels, and lamps are more suitable for e-commerce channels than light sources. When the price of LED light source is almost the same as that of light source, LED bulbs with more energy saving, longer life and more environmental protection have higher cost performance, so the sales volume on e-commerce platforms is also better. Geographically, Guangdong lighting manufacturers have more advantages in developing e-commerce, especially Zhongshan enterprises. High cost performance and rich styles have become the double carriages for LED enterprises to develop e-commerce. At present, e-commerce accounts for a small proportion of the total sales of enterprises. According to the survey results, there are only a handful of manufacturers whose e-commerce sales account for 20 or more of the total sales volume of enterprises, which is considered to be the only one. The manufacturers whose sales volume accounts for 10, 10 and 5 are more evenly distributed. According to the analysis, because the e-commerce promotion is quite expensive, sometimes it costs even more than the physical store, but if the investment is insufficient, it will have little effect. Therefore, in the e-commerce field, it has gained a certain amount of sales and has done a good job. the comprehensive strength is often relatively strong, the enterprise scale is medium and high, the products are relatively comprehensive in the field of indoor lighting, and the products are cost-effective. Small and medium-sized businesses still need to be cautious when participating in e-commerce. After authentication analysis, they should choose whether to follow this trend. LED lighting enterprises should not act impulsively to distinguish the pros and cons. According to the data of Tmall Mall's e-commerce platform, in recent years, the overall sales volume of lamps and lighting products has shown an obvious upward trend: in March 2011, the sales volume of lighting products is 50 million yuan; On 2011, the total sales of lamps and lanterns exceeded 0. 2 billion yuan. On the Double 11 in 2012, the sales of lamps and lanterns have reached 0. 6 billion yuan, up 200 year-on-year, of which about are lighting products, especially home lighting. On Double 11 in 2013, the number of LED products sold on the Tmall platform reached 52290, and the number of LED products in Jingdong Mall reached 21616. Among them, the hot-selling LED products include LED ceiling lamps, LED desk lamps and other household lighting products. At present, the development of LED lighting e-commerce is in full swing, and major enterprises have made great efforts to fight for it. At the same time, with the acceleration of urbanization, many enterprises have begun to lay out the country and accelerate the infiltration into second-and third-tier cities. Can e-commerce become a channel breakthrough for emerging LED enterprises? How can e-commerce channels and traditional channels be combined to achieve greater benefits? It has become a key issue for the majority of enterprises and dealers.