GLII Comments: High-tech LED Industry Research Institute (GLII) statistics show that in August 2013, the monthly shipments of Taobao LED bulbs and LED tubes reached a maximum of 86,000 and 15,000 respectively, a short interval. In the first half of the year, the monthly shipments of Taobao LED bulbs and LED tubes in February 2014 reached a maximum of 15,000 and 35,000. There is no doubt that the LED lighting e-commerce channel is developing rapidly. This is indeed a good opportunity for non-traditional lighting manufacturers who have many advantages in wireless channel resources.
The rise of LEDs has led to the redistribution of lighting channel resources, and the rise of e-commerce has created opportunities for latecomers.
Just as Zhang Xiaofei, chairman of Gaogong LED, said at the LED Lighting E-Commerce and Supply Chain Integration Summit on February 23rd: “Electronics is launching a strong impact on the offline multi-level distribution system of traditional lighting, and gradually evolved into LED lighting. The fourth channel that enterprises are indispensable, especially for those enterprises that do not have the advantages of offline channel resources, e-commerce channel can be used as a magic weapon to open sales channels."
There is a set of data that may indicate the rise of LED lighting e-commerce. According to the statistics of the High-tech LED Industry Research Institute, in the top 10 list of the 11-day 11-day cat market lighting brand sales, the number one “Opp†sales was 49.3 million yuan, and the main categories were LED ceiling lamps and commercial lighting products.
Kasman Lighting, an ordinary LED lighting e-commerce company, was established only two years ago. There are currently four Tmall stores and one Jingdong store. In 2013, sales exceeded 10 million yuan, almost all from e-commerce. On the day of the double 11 in 2013, the sales amounted to more than 200,000 yuan, which was five or six times the daily sales.
Gu Baoqiang, product manager of Kasman Lighting, has worked in Zhenmingli Group and has the dual experience of traditional channels and e-commerce in the lighting industry. As a 85-year-old with the Chinese Internet, he is very optimistic about the advantages of the O2O model in the LED lighting channel war, and believes that the proportion of the O2O model will continue to grow.
He said that dealers can use online traffic guidance to obtain more customers and profits; consumers can enjoy low-cost online shopping and physical store services; and enterprises are expected to obtain large-scale high-viscosity consumers. And get the user's consumption data, easy to carry out a series of brand activities such as group purchase, new product listing and pre-sale, master the market initiative. He suggested that when LED companies are doing marketing plans, it is best to add O2O components to the existing channel policies and step on the rhythm of channel change.
Regarding the LED lighting industry, e-commerce accounts for a large proportion, and there is no authoritative statistics. Gu Baoqiang has done market data analysis on this. He said that in the lighting industry, there is no industry vertical B2C mall, mainly relying on third-party e-commerce platforms, such as Taobao, Jingdong, Amazon, etc. Among them, Taobao has occupied the vast majority. market share. Therefore, he focused on the data of the Taobao lighting category. Statistics show that the total output value of the entire lighting and lighting industry in the e-commerce sales station is about 1.5%.
Although from the data point of view, e-commerce sales accounted for a small proportion, has not yet pose a threat to traditional channels. But there is no doubt that e-commerce has given users more choices. With the change of consumption patterns, the market for lighting and lighting in the future will become bigger and bigger, and their impact cannot be ignored. Especially in the case of increasing competition in the number of LED companies, and the traditional sales channels are gradually overloaded, it is urgent and important to build an emerging electronic channel.
It is in this foreseeable impact that Volkswagen brand lighting manufacturers such as Philips, NVC, and Opp have joined the e-commerce channel warfare, and with the brand advantage, they quickly rushed into the top ten of Tmall sales. The war of LED e-commerce is not only an extensive price war, but a war with elements of brand, value, service, supply chain and so on.
For this reason, Liang Tuoxin, head of Tsinghua Tongfang LED Lighting E-Commerce Center, said at the forum that Tongfang Lighting adopted a strategy of transforming “price war†into “value station†to deal with the competition of e-commerce channels. Behind the value war, it covers the comprehensive strength of the comprehensive strength of all aspects of enterprise procurement, reserve, supply chain, logistics and distribution, and payment. The test is the true strength of the enterprise. With the maturity of the online shopping model, the "value war" will become the consensus of the entire LED industry.
The conflict and balance of interests on online and offline distribution networks will also be gradually resolved. Zheng Hongda, an analyst at Guojin Securities (600109), said that with the improvement of electronic payment methods, the two camps of operators and financial institutions began to cooperate in their respective advantages in user and business development, and gradually formed a clearer The benefits are divided into programs.
(This article is reproduced on the Internet. The texts and opinions expressed in this article have not been confirmed by this site, nor do they represent the position of Gaogong LED. Readers need to verify the relevant content by themselves.)
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