As shown in the figure, the traditional channel is through the manufacturer->; Dealer-> Decoration company-> The user chain transfers lamps to users, and dealers can also sell them to users through retail (that is, four). However, this situation mostly belongs to alternative procurement, and some engineering dealers won the owner's project through the designer channel (that is, 5). And direct selling (6) from manufacturers to users is also rising quietly, among which e-commerce is the most representative.
It can be seen that traditional channels require manufacturers to go through multi-level dealers and decoration companies to deliver lamps to users. Marketing work mainly focuses on the links between manufacturers and distributors, and distributors have to go through distribution or decoration companies to reach users. This channel line is too long.
Through e-commerce, manufacturers can directly sell lamps to users, and also get information about users' preferences, buying habits, consumption intervals, installation problems and so on. , has many advantages over traditional channels. It can be predicted that in the future, e-commerce of lamps will develop rapidly, even adversely affecting traditional channels.
The revolution of LED new light source is also in progress, and the trend of e-commerce is beyond doubt. What we need to do next is how to do it well. The following is the author's opinion.
Overall planning of LED lighting e-commerce marketing
The author believes that in the future, the e-commerce marketing of LED lighting should focus on brand building, and at the same time, it should continuously accumulate LED industry details and improve e-commerce operation strategies, conform to the wave of the development of Internet society, and finally create a good situation of multi-win situation.
Brand building is the core.
Brand is something that exists in consumers' minds and affects their consumption decisions. There is no eternal product, but there can be an eternal brand. Brand building can realize secondary sales, word-of-mouth marketing and user loyalty, and brand is the source of profit. So we should take brand building as the core.
LED industry background
Practitioners in the LED industry should constantly study new technologies and develop new products, so as to provide fashionable, energy-saving and environmentally-friendly lamps for the majority of users and benefit the society. At the same time, they should constantly expand the LED lighting industry, revitalize the economy and form a virtuous circle.
E-commerce operation strategy
What kind of e-commerce mode to choose depends on the consumption characteristics of lamps. According to the data of well-known online shopping malls, the repurchase rate of lamps is very low, and nearly 80% of consumers only buy once before decoration, which determines whether it is feasible for enterprises to build their own B2C platform. On the one hand, the cost of network traffic is getting higher and higher, which requires a very complete product line. B2C mall in lighting industry is facing higher and higher traffic cost, and its development is relatively slow. Therefore, choosing mainstream integrated online sales channels such as Taobao Mall, JD.COM Mall and Amazon, and relying on the existing customer base of these integrated online malls, is the best way for lighting enterprises to wade into e-commerce.
Taobao has gathered nearly 500 million registered Alipay users, more than 2.5 million Taobao sellers and tens of thousands of mall sellers. The number of people shopping on Taobao platform every day exceeds 1 100 million. The operating modes of other B2C malls are basically similar, so take Taobao as an example to briefly introduce the operation of e-commerce online stores.
Taobao storefront organization operation chart:
The operation of Taobao shop has now entered a professional stage, and now it is mainly composed of store manager, operation promotion, copywriting planning, customer service, art designer and warehouse. Among them, the store manager is mainly responsible for the overall management and brand style positioning of the whole store. Operation promotion mainly obtains traffic for the store through various promotion methods such as search optimization, through train, drilling exhibition and activities. Copywriting is responsible for refining product selling points and promoting copywriting creation. The artist is responsible for store decoration design, product detail page design, promotion design, customer service is responsible for visitor reception, order conversion and after-sales service. The warehouse is responsible for delivery and inspection.
All departments cooperate with each other to complete the operation of the online store and realize the overall goal of the online store.
Socialization promotion
E-commerce has always been "advertising for traffic", advertising bombing, and obtaining user traffic. This hard-pushed profit model is getting harder and harder. Only by making users more and more involved and more dependent can e-commerce gain the foundation for long-term development.
Socialization can organize the information of the world organically in the human dimension, and it can spread among people most effectively without searching. In social e-commerce, buyers and sellers are no longer in a one-to-one relationship. E-commerce enterprises become information sources, and users become a node of information dissemination. Through the attention and sharing of each node, commodity information enters the user's social network and spreads further.
Socialized e-commerce will be the future development trend. Taobao recently launched micro-Amoy and contact, Tencent launched WeChat and QQ authentication space, and Netease launched Yixin ... These are all robbing the future social market. Therefore, e-commerce should use social platforms such as forums, Weibo, blogs, etc. to establish their own fan circle and enhance user stickiness.
E-commerce in lighting industry is finally moving towards
With brand building as the core and the trinity of LED industry, e-commerce operation and social interaction, we will build brand influence at the lowest cost, increase customer stickiness, and finally complete the transformation from traditional channels to e-commerce, but is this the end?
Through e-commerce, manufacturers can sell directly to users, but online sales are characterized by small orders and large quantities. In addition, domestic urban-rural differences and regional differences cannot be effectively changed in a short time, and the service level of express logistics industry is uneven. With the explosive growth of orders, it will be a bit overwhelming to rely solely on the ability of manufacturers, while the dealers are resident in the local area. If factories and enterprises join hands, users can book online. Manufacturers send new products to dealers all over the country in batches through logistics. Users can experience online purchase in dealers' shops, enjoy after-sales service nearby, let users buy their favorite lamps, and manufacturers complete sales, minimize logistics costs, and finally create a win-win situation for all parties. Therefore, the author believes that online+offline online to offline will be the final trend of e-commerce in lighting industry.