LED lighting enterprises can learn from Watsons's e-commerce business model

Lighting e-commerce is not impossible to do, the key is to see how to do it. Watsons's online and offline operation mode not only avoids the mutual competition between the two, but also effectively improves the overall market share and popularity. Its practice is especially worth learning by the majority of lighting enterprises. I often hear lighting companies sigh: E-commerce is dead if you don't do it, and it's dead if you don't do it. Some companies believe that they do not need to invest too much in e-commerce, and some companies hold a completely pessimistic view: in order not to lose, do not do. Last year, a CCTV seminar released data saying that only 10 online stores were profitable. But in fact, we don't have to stop because of food. The key to e-commerce is how to do it. We can get inspiration from the practice of Watsons, a well-known giant in the retail of daily necessities. Watsons was founded in 1828 and has more than 8400 stores in 36 countries and regions. Among them, there are more than 200 stores and 1000 members in more than 30 million cities in China. It can be said that China's major health care and beauty products retail chain stores are not Watsons. Interestingly, it is not so early and timely for such a giant enterprise to enter the e-commerce field. On December 2011, Watsons officially settled in Tmall. However, it is worth noting that Watsons launched the exclusive APP in the retail industry in June 2011, although the software was not embedded with the purchase function, it did not bring substantial sales to Watsons, but the number of users who downloaded and used the software has grown over the years. The project leader, Watsons information technology director he Canhui once interpreted the original intention of this design: since buying goods on APP will affect the customer's purchasing experience, why bother consumers? APP exists to allow people to freely browse products of interest. However, on March 6 this year, Watsons took the lead in launching the mobile phone shopping program iWatsons in Hong Kong. The low-key trial operation was only one week, and the download volume was more than 10 thousand times. Recently, on March 20, Watson's self-built official website Mall was officially launched. Sure enough, Watsons is not not doing e-commerce, but doing e-commerce wisely. It has not let the online sales platform grab the business of the physical store, nor has it let the dealers who work hard to run the physical store starve. Facts have proved that Watsons is getting smoother and smoother in the e-commerce field. Coincidentally, on the same day, sunshine lighting, the leading enterprise in traditional lighting enterprises, also announced that it would build its own e-commerce channel. This also confirms from the side that the competition for the share of e-commerce will become more and more fierce. It is necessary to open up new channels and not to impact offline, so how can we be smart to do e-commerce? Watsons pays special attention to the differentiation of products between the two and fully takes care of the personalized and diversified needs of users. The merchandise display in physical stores is not static. On the contrary, it adopts the strategy of regular replacement, frequent updating and taking turns to discount the merchandise. On Tmall, Amazon, and even on self-built platforms, its product settings are different, and the key products promoted are also different. For example, two types of cosmetic cotton, during this period of time, the physical store is A promotion, and on the e-commerce platform is a B purchase. For another example, physical stores will not display all Watsons's products, but most products will be displayed on the e-commerce platform, but their presentation methods are different. There are no C products in the physical store, but there are on the e-commerce platform, but the products used in conjunction with C products are only available in the physical store ( Such as the same brand of hair cream corresponding to shampoo)The discount is not small. Then, for convenience, ordinary consumers will choose one on the e-commerce platform and in the physical store, and purchase them together. Naturally, consumers who are not afraid of trouble will buy it in two ways. In any case, Watsons did not let any party suffer losses. In contrast, in the lighting industry, most enterprises still have not noticed the importance of this point. The same product, the same period, physical stores and network platforms are selling, and the latter is more favorable than the former, and because of the convenience of the network, most people, especially the 80 s and 90 s, will choose the latter. As a result, contradictions arose, doubts and concerns arose, and dealers began to protest. Of course, there are also lighting companies that do well in this area. For example, Philips often promotes its products on social platforms such as Sina Weibo, but mainly focuses on promoting its classic application cases. In the promotion of home lighting products, it only publishes product introductions and pictures, and does not directly throw out the purchase address. When someone asks, they will reply to the link, or even only reply to the consultation phone. There is room for offline dealers everywhere. Zhou minghanyuan, who is at the forefront of O2O platform construction, also has successful experience in this area. What it builds is an online platform for offline service, which opens up new distribution channels for distributors through online order receiving and offline delivery. It can be seen that e-commerce is not impossible to do, the key is to do it in a down-to-earth manner, not to grab the food line, but also to increase the popularity of enterprises.