With the innovation and development of the Internet and LED lighting, the business environment faced by lighting companies is undergoing major changes. The internal structure of the company, supply chain management model, and marketing model are all undergoing profound changes, gradually forming a new industrial form. The impact of the Internet on business is not only reflected in channels and models, but also has a profound impact on people's consumption concepts, and has put forward higher requirements for the existing business system in terms of products, services and user experience, and may even bring about fission in the value chain of the business system.
So today, as the Internet wave becomes more and more profound, what changes have taken place in our business model? What core values will the future business model highlight? The author visited some lighting companies at the 20th Guangzhou International Lighting Exhibition in order to gain a glimpse of the changes in the industrial form and business model of lighting companies in the Internet era.
Form 1: The O2O channel system is gradually deepening
When it comes to future channel construction, most companies are quietly laying out the O2O channel system and implementing simultaneous online and offline efforts.
Li Quan, general manager of Shanghai Hanyuan Lighting Engineering Technology Co., Ltd., told reporters: "O2O is a strategy we set at the beginning of 2014. During this period, we also made many useful attempts, such as the adoption of a partition franchise model for O2O offline home dealers; and the promotion of O2O offline communities and the launch of O2O installation services. On the one hand, through these services, feedback from customers and dealers can be collected, and subsequent improvements and optimizations can be made Our service. The next step is to use the existing operation and warehousing system to establish advantages, prepare thousands of SKUs, hundreds of high-quality goods, and an inventory of about 50 million yuan to lower the threshold for regional dealers, and strive to expand more locations in the future to promote the entire O2O strategy with more standardized services. "
According to Xu Zhen, general manager of Jiangsu Guanghui Lighting Market, it is an indisputable fact that e-commerce has profoundly affected the shopping habits of the younger generation. "In this context, the lighting industry is undoubtedly being affected. Whether it is manufacturing companies, wholesalers, wholesale markets, retailers, or retail stores, they are all changing or being changed to varying degrees. I think e-commerce is a trend."
In fact, the Guanghui Lighting Market, as a traditional store, has long recognized that e-commerce is a new market opportunity that cannot be missed. "At present, around the Guanghui Lighting Market, there are nearly 700 large and small professional e-commerce stores gathered in Zou District, Changzhou, mainly using Taobao as the platform, and a small number of them use Tmall as the platform. They don’t need inventory or physical stores. They rely on Guanghui Market’s supply and logistics to help market wholesalers sell their products to all parts of the country, greatly increasing the market’s shipments. Guanghui Lighting Market is actively building its own e-commerce platform to serve merchants,” Xu Zhen told reporters.
Jiang Yan, marketing manager of Xiamen Guangpu Electronics Co., Ltd., also said that e-commerce is one of the channel directions of Guangpu Electronics. "Currently, Guangpu Electronics adopts a variety of sales coexistence methods. In addition to the traditional foreign trade sales model, it is also developing a sales model in supermarkets. This year, it will definitely try the O2O e-commerce model. We hope that online and offline can work together to achieve the continued growth of Guangpu's performance."
Online brand Aoduo also stated that it will fully promote the O2O plan this year and begin to deploy offline channels. However, it is not convenient to disclose the specific details. Obviously, O2O has gradually penetrated into the channel strategic layout of various enterprises.
Form 2: Intelligent lighting has become a cross-border intersection
With the changes brought about by smart furniture and LED, as well as the advent of the big data era, intelligent lighting has once again become the mainstream of this year's Guangzhou International Lighting Exhibition, and intelligent products are blooming everywhere. More and more lighting companies are focusing on "solutions". In addition to displaying products, they are also committed to bringing new inspiration to space lighting and the fun and convenience brought by intelligent light control.
Smart lighting will also be deeply integrated with technologies such as computers, the Internet of Things, cloud computing, mobile Internet, and big data, becoming an indispensable part of smart homes, smart cities, and smart societies. Whether Xiaomi joined forces with 13 lighting companies to promote smart lighting in February, or Alibaba Smart Cloud and Shanghai Qingke jointly launched the "Infinite Bright" smart lighting acceleration plan, the core is the Internet plus intelligence, and explores a new business model of "terminal data, content, services", breaking the boundaries of traditional industries such as lighting, communications, and mobile phones, focusing on user experience, and promoting the formation of an intelligent lifestyle under the Internet model.
Opple Lighting’s new products this year are very eye-catching. Its gesture control system has attracted much attention. Just aim at the detector and use simple gestures to operate the light switch, change color, and adjust brightness. Although this is nothing new in televisions and is not smooth to use, it aroused heated discussion at this lighting exhibition.
Op China CEO Ding Long predicted to reporters that smart lighting will become popular within two to three years. Factors currently hindering popularization include consumer education, cost, and ease of use. In Ding Long’s view, smart lighting is not out of reach. For example, in the office, the lights by the window automatically dim when the sunlight is dazzling, and the lights against the wall automatically increase the brightness. At home, the lights in children’s bedrooms slowly dim before going to bed at night, and gradually brighten with music in the morning. He revealed that Opple’s new home lighting products in the second half of this year will have smart functions.
Sanxiong also plans to launch smart home lighting products in August this year, and launch Sanxiong Aurora Smart Home APP, including Android version and Apple IOS version. Through the APP on mobile phones and tablets, various lighting modes can be set, such as watching TV, reading, dining, etc. A mobile phone can control the brightness and color of the lights in different rooms at home.
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