Analysis on the development trend of e-commerce pl

  • Detail

Analysis on the development trend of e-commerce platforms in the lighting industry

Hello, everyone. I shared my opinions on the current situation of various platforms in the lighting industry in the early days, but there are still some imperfections. This time, I sorted out my thoughts and shared with you a hot topic in the lighting industry in recent years - online platform

we don't talk about the e-commerce situation of large industries. Just from the lighting industry, e-commerce platforms in various industries began to rise in 2012, and have developed into more than 100 various industry platforms in less than five years

many lamp business friends may have heard of platforms such as purchasing and marketing information, spot inventory, wechat merchants and wechat batches, e-commerce supply, various B2B and B2C platforms, as well as 020, f2b, F2C and so on. In the process of electric shock, lamp dealers should follow the principle of "beneficial and practical, able to land and grounded", and rationally treat the two sides brought by the platform

market competition and Internet + have spawned the industry e-commerce platform

as a new thing in recent years, LED technology has brought revolutionary and disruptive changes to the industry, and also led lighting enterprises to an era that needs comprehensive upgrading. With the maturing of LED lighting technology, the market competition is increasingly fierce. Facing the current situation of the industry with serious product homogenization, overcapacity and price chaos, the lamp chamber of Commerce pays more and more attention to brand awareness. In order to build a brand, exposure and attention have become a must for lamp merchants. Moreover, with the rapid popularization of Internet from PC to mobile, user groups have gradually changed their consumption habits, especially the new generation of consumer groups

as I explained and analyzed the domestic channels and products of the industry before, when the industry products developed to the stage based on lighting value, many conceptual and creative products emerged under the dual birth of LED and Internet thinking. The lighting industry has fully entered the LED era and the mobile Internet era. In order to adapt to the trend, lamp manufacturers are facing the reform and innovation of business operation mode closely related to the Internet thinking

many lamp dealers have long targeted the big cake of the e-commerce market. In order to realize e-commerce, B2C such as Taobao tmall and will usually be selected; With the help of these platforms, consumers' established consumption habits will promote sales. In line with the efficiency strategy of rational consumers, through e-commerce, those products with transparent prices and high quality will enter the consumer lighting circulation market, thus making enterprises famous. While deepening the e-commerce channel, light merchants refine the sales strategy that conforms to the channel and products, which is the ultimate goal of such light merchants to enter e-commerce. This approach is somewhat like the operation idea of brands such as Xiaomi. First, promote the brand through Internet marketing, and then carry out large-scale offline channel distribution and investment promotion. Representatives of this type of manufacturers include: e-commerce Taobao brands in Chint, OPP, feidiao, audo and other industries, which are usually cross-border, led upstream enterprises, electrical enterprises, and new enterprises. However, lamp merchants need more and more platform commissions and promotion fees to carry out e-commerce business through such e-commerce platforms. In order to maintain a better weight on such platforms, we do not hesitate to use sales behaviors such as hot sales, promotion, turnaround, and even loss sales to increase the ranking and exposure of brands on the platform. For this reason, it is easy to bring serious inventory leftovers and defective models, the overall operating cost is also quite high, and the operation risk is also great. A professional supply and marketing chain has been formed in a place in Guangdong, the main manufacturing place of Civil lamps and lanterns, for the sale of inventory leftovers, stagnant products, closed supply factory products, etc., and some can even sell tens of thousands of products a year. In the face of these e-commerce giants, we want to get a share of it, and it seems that we have no choice...

in recent years, various industries have begun to talk about segmentation and interconnection +, and our lamp circle is no exception. Some lamp merchants or lamp merchants circle do not hesitate to spend a lot of money to build their own independent e-commerce platforms or third-party industry vertical e-commerce platforms, so o2o, B2B2C, f2b, F2C... Spot platforms and other models dazzle lamp merchants, Today, I try to talk about o2o and spot platforms, which are more popular among so many keywords from a personal point of view (other names are also the same in essence)

at present, the biggest problem faced by physical stores in the industry is market promotion and customer development. In this process, interconnection has undoubtedly become an effective supplement to the promotion channels of physical stores. O2o integrates online sales and offline sales, brings consumers from online to physical stores, orders or pays for offline goods and services, and then enjoys services offline. At the same time, it can also push the information of products and offline stores to consumers through discounts, promotions, information, pre-sales services, etc., so as to convert them into their offline customers. In this way, offline services can use online to attract customers, and consumers can also screen services from online. So o2o is really a good outlet to help lamp merchants solve business problems

doubts and puzzles about the development of industry platforms

from the development history and laws of e-commerce in recent ten years, it may be difficult for o2o mode to develop well in the lighting industry. In order to realize the stable operation of e-commerce channels, manufacturers must also cooperate well with local businesses. Manufacturers should vigorously read to businesses: check the records of fault analysis and repair in the technical archives of tensile testing machine; Check daily inspection card, spot inspection card and regular inspection card; Only with the support of checking the shift change records and the records of protection and maintenance can the products be implemented in e-commerce channels. These require an investment threshold of more than 100 million yuan, which is on the contrary a condition that many e-commerce enterprises and emerging enterprises in many low-frequency industries, including lighting, do not have

just like the advent of other new products and new ideas, lighting products entering e-commerce channels, and even any disruptive innovation channels, will usually cause various doubts in the industry. There are many reasons for questioning: first, as an industrial product with stronger experience demand, lighting lamps and lanterns will lack perceptual experience in online sales; Second, selling lighting products on e-commerce platforms will inevitably lead to price transparency

however, manufacturers of traditional lighting from the early stage of the industry all know very well that the transparency of price will not only have an immeasurable impact on engineering and retail channels, but also bring conflict to the original channel structure of the manufacturer itself and cause great harm to dealers. Online and offline pricing is a big problem, and many researchers have pointed out that it is very important to grasp this problem

manufacturers want to sell products on e-commerce platforms, but they can't do without offline channel merchants. Offline is indispensable for both experience and sales. With the investment of human and material resources, it is difficult to achieve the same price of online and offline products. Therefore, price balance is one of the urgent problems to be solved in e-commerce channels

as we all know, the implementation of o2o mode requires the perfect combination of online and offline. As for whether the combination is appropriate, the key lies in the integration of price strategy, product planning, payment experience and other aspects, so as to truly achieve the product landing. On the other hand, whether the o2o model can drive offline consumption requires grasping the conflict of interests between online and offline businesses and consumers, and establishing a long-term mechanism is a must. This also requires efforts for the enterprise itself to do a good job in the integration of enterprise resources. Therefore, it is not a simple thing to do well in o2o mode

although hot words such as e-commerce and o2o have been hyped in the lighting industry in recent years, and although the rise of e-commerce has had a great impact on indoor lighting products (outdoor products have little impact), this is not the most important factor affecting traditional channels. On the one hand, although the cost of channel promotion or construction is much higher than that in the previous year, manufacturers have more advantages in product quality, price transparency, commercial and engineering project management and control. On the other hand, although the o2o online and offline mode is beneficial to both buyers and sellers, it requires a huge system and funds to support the establishment of such a mode, and it is difficult for lamp enterprises without certain comprehensive strength to achieve. Blindly entering new fields will only lead Lamp Companies and products into more crises and challenges

a rational view of Internet "o2o" is not suitable for all lamp manufacturers

at present, small and medium-sized enterprises that are transforming to products with space application value needs, lamp manufacturers that mainly focus on engineering channels, high-end user retail channels, and designers' implicit channels are not suitable for vigorously developing in the field of e-commerce, and lamp enterprises should not blindly transform to o2o

unlike clothing, daily necessities and other industries, lighting is not a high-frequency industry, but a low-frequency industry. There is basically no stickiness for end-users, that is to say, it is difficult for such industry platforms to have much traffic, and merchants and users will eventually go to tmall The initial stage of the industry platform is to maintain the development based on the volume of transactions (simply speaking, buying and selling lighting fixtures), which has inherent deficiencies. Online cannot replace offline as the mainstream. If there is no substantive breakthrough, the online third-party public platform of industrial lighting may also be a floating cloud. At the same time, at present, there are few public brands in the lighting industry that can really let consumers know, and the brand concept is not clear, so it is difficult for a single brand to attract consumers to buy offline

based on the business competition of the industry, it is doomed that leading well-known brands cannot easily build or enter the open industry platform. Secondly, customers with large demand will prefer to go directly to the building materials market, lighting city or service provider to experience the purchase, while customers who only need a bulb lamp do not need to go to the physical store to experience at all

in addition, o2o mode can not meet consumers' one-stop shopping, and more consumers will choose nearby professional markets or service providers. Therefore, light merchants should not blindly enter the o2o mode. They need to avoid the trend of e-commerce chaos and try to achieve performance growth in more differentiated channels

many industry internet platforms are trying. Each platform will have its own operation positioning and try to make breakthroughs in different modes. There are no successful cases in the industry that can be borrowed for reference. It's not good to comment on the pros and cons of a specific platform, so as not to frustrate industry innovation. After all, new things must appear in the development of the industry. It's also good to guide the development and growth of the industry. While getting electric shock, lamp dealers also need to analyze and control themselves, and do not fall into the conceptual trap of the platform too much

understanding between spot and wechat platforms and industry attributes

in some major manufacturing bases of the industry, e-commerce is rampant, pursuing popular products, store speculation and serious goods transfer, and going to the channel business level. The increasingly preferred zero inventory and low-cost operation requirements of terminal channels have prompted many kinds of spot platforms for both ends of BC. There are usually two kinds of spot platforms, one is an industry platform that relies on operation to raise points and collect Commission, and the other is that manufacturers integrate some source suppliers and earn a certain price difference by relying on poor information. The objects of service are direct consumer users, dealers, waiter of electric stores, stores of finished products factories, individual full-time speculators, etc., and most of them are shipped in one product standard and neutral packaging

merchants should treat the current spot operation mode of manufacturers and platforms rationally. In the process of cooperation, they should be based on beneficial operation, sustainable development, lasting service and product price

Copyright © 2011 JIN SHI