Double eleven behind the data: LED lighting electricity supplier road need to be cautious

"Double eleven" has become synonymous with "crazy online shopping", the early morning of November 12th, Alibaba released data show that the "double eleven" all day long Alipay reached a number of transactions 170 million pen, turnover of 35 billion 19 million yuan, increased by 83% compared to 19 billion 100 million last year, equivalent to 5 of the total retail sales of China daily into.

OPPLE Tmall topped 57 million yuan

According to the relevant data show that this year the "double eleven", OPPLE lighting, Aldo, Chau Ming Hanyuan lighting brand products sales have exceeded 10 million, of which, OPPLE lighting in Tmall official flagship store sales 57 million yuan proud to top the list, ranked first in the category of building materials. Which alone on a OPPLE LED bedroom ceiling light sold about 4000000 yuan. This year, Taobao mall New Chau Ming Hanyuan brand, the first hour in product sales exceeded 3 million yuan in the "double eleven", as of 24, total number of transactions has exceeded 20 thousand, sales reached 21 million 420 thousand yuan. In addition, sales exceeded ten million yuan in addition to OPPLE, Aldo, Chau Ming Hanyuan, PHILPS, Huayi, and NVC lighting brand.

Whether it is a big brand of coffee or emerging brands, to enter the field of electricity providers in the field of lighting brands more and more, the lighting industry electricity supplier market potential and development speed is also unexpected. From the Tmall platform data show that the overall sales increased significantly in 2011: the category of lighting Lamps lighting products in March, sales of 50 million yuan; 2011 "double eleven" Lamps lighting, total sales exceeded 200 million yuan; 2012 "double eleven", lamps lighting category sales had reached 600 million yuan, an increase of 200%. The lighting products accounted for about 90%, Home Furnishing lighting is particularly prominent; 2013 "double eleven" this day, Tmall platform in the sale of LED products reached 52290, Jingdong LED mall commodity number is 21616, of which sales of LED products including LED ceiling lamps, LED lamps and other lighting products Home Furnishing. Although this year, double eleven Lamps lighting total sales data statistics have not yet been announced, but I believe the results will not be disappointed!

Electricity supplier fire, where the charm?

At present, many lighting companies and distributors for electronic commerce, from the strange to tasted, now entering into e-commerce, e-commerce has become increasingly popular. At the same time, the rapid growth of online shopping also provides a new possibility for the entire lighting industry sales channels.

So, for lighting companies, electricity providers in the end what charm?

First, compared with the traditional channels, the electricity supplier has two characteristics: first, there is no regional restrictions, the audience group wide; two is to shorten the intermediate circulation, to achieve flat management. This does not occupy the traditional channels of enterprises, is undoubtedly an opportunity. In this regard, Wu Yulin, general manager of Guangdong, said the Western European lighting, as a network of sales channels, the electricity supplier has the advantages of fast, convenient, return worry free, with a huge potential consumer groups. Secondly, the electricity supplier increasingly large consumer groups. At this stage, 80, 90 gradually become the main consumer, the concept of updating, online shopping has become the first choice among young people. Most consumers said they are through the network channels to get the lamp brand information.

The face of the electricity supplier could not withstand the temptation, OPPLE lighting, KingSun, Tongfang lighting, Yankon, Mitsuo Aurora, Chau Ming technology and other lighting brands have Tmall, Jingdong and other electronic business platform open online flagship store, and achieved good results.

Don't be "flashy" become dizzy with success

Electricity supplier will become a new trend in the future development of lighting channels, which is beyond doubt. However, for businesses, you can not see a large amount of money can not wait to join the brand electricity supplier industry, because, for the entire industry, the electricity supplier model is still in the exploratory stage.

This year, sales of lamps and lanterns on the Internet sales surge, but do not rule out the use of some of the products are a substantial price cuts and discounts for the outbreak of promotions. This approach to the pursuit of short-term profits eventually lead to the consequences of their own server can not afford, online, offline products without distinction or combing, price confusion. Thus, the surface of the "vanity" or "victory" does not mean anything.

As we all know, LED lighting is a new industry, has a strong industry characteristics, can learn from the successful experience is still less. Therefore, LED for emerging small and medium-sized enterprises, the electricity supplier channels is indeed a good choice for early promotion of sales, compared with the traditional channels, electronic business platform initial investment is much smaller, but not all are suitable for the traditional enterprise business platform. If not, do not pay attention to problems of higher level core team does not match the capabilities, product and brand differentiation, we can not blindly enter the electricity business platform, enterprises must combine the product features and the development of their own situation to choose carefully.

Industry veteran believes that the electricity supplier is a direction, but also a means, the development of the electricity supplier to develop according to the social consumption patterns and structures of the environment, and its essence is the evolution of the channel. Behind the electricity supplier needs to build the brand, the supply chain is smooth, still can not break away from the traditional channels. Therefore, lighting companies to take the electricity supplier this road is still a long way to go. At the same time, it was pointed out that the best model is that consumers can choose online, offline experience, the formation of a standard integration process, while the use of a strong supply chain stores