Double eleven lose money earn cry? Inventory plastic brand into the highlights

China LED Reuters] only four days, a war will start again. In the last year after the "double eleven" a "bloody battle", this year the LED lighting brand again to hit a battle, eager for a fight, beautiful in this year's carnival.

"Double eleven sell lamp which strong, to buy to find the lamp king! This is known as "the king of lights," said FSL in Tmall's official flagship store on the home page slogan. The eye-catching under the banner of "1000 Buddha also cling as small gifts, single payment over 198 free", "500 as the Buddha Memorial U disk, a single payment over 398 free" and other promotional advertising. Corresponding to this nature is all kinds of cheap promotional products, China LED network editor found that the original store is already the lowest of the indoor 2W ball bubble lamp, "double eleven" this day the price will be reduced to 4.99 yuan from 5.5 yuan, and marked "pro, shipping oh"! Less than 5 yuan, but also package post, this rhythm, pinch refers to a count, can make money strange.

Source: FSL Tmall flagship store

China LED network editor call the relevant person in charge of the phone FSL, when asked what factors will be considered in the selection of promotional products, the other said in the reception of customers, temporarily unable to answer.

Recalling the 2013 "double eleven" record, Tmall official flagship store building materials category, OPPLE lighting store sales of 57 million yuan to win the Champions league. This year, eleven pairs, OPPLE lighting also launched a double of the eleven special, and known as the "Star" in the history of the lowest price in the 200.

In addition, NVC, Chau Ming Hanyuan, send, BYD lighting brands for the double eleven launched a special preferential activities.

The major brands so enthusiastic, which in 2013 with eleven double bumper harvest is not unrelated. Relevant statistical data, in addition to the Tmall 57 million OPPLE lighting sales in 2013, Taobao mall New Chau Ming Hanyuan brand in the "double eleven" start within one hour of product sales exceeded 3 million yuan, the total number of transactions of products 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.

However, in the major brands, sun sales, drying volume, but not a high-profile corporate drying out double eleven day of profits. In addition to sales and volume, the dual eleven activities for the LED lighting companies can bring?

Everyone is as far as possible impulse rather than profit. Li Quantanchen, general manager of the source of John light, in the choice of double eleven campaign promotional product series, the main consideration is the inventory and price". It is worth mentioning that, in order to meet this year's double eleven, John source lighting from July has begun to prepare for war".

Double eleven activities or mainly inventory based, make money estimates are not many, but do not rule out the scale effect, the amount is large enough, some fixed costs can also be a lot of money. "LEDinside senior analyst Wang Fei also believes that the" clear inventory "is an important drama enterprises to participate in promotional activities.

China LED network editor access to several major LED Lighting Companies in 2014, the three quarterly report found that the major companies are not low inventory. Among them, Yankon ending inventory balance 615 million yuan, FSL ending inventory balance 540 million yuan, KingSun ending inventory balance of 267 million yuan. So it seems, in the face of huge pressure on the stock, many companies want to use the double eleven promotional efforts to make a fight is understandable.

Of course, in addition to inventory, the 'advertising effect' is also one of the reasons why the public companies touted 'double eleven'. An unnamed industry sources said, with the help of the double eleven promotion, intended to start the brand at low prices.

In fact, we do not want to sell the amount or how much money is made, mainly to start the brand awareness, the accumulation of more 'return'. "Although the lighting products BYD Tmall flagship store on did not indicate the specific promotional price, just write" look ", but BYD lighting sales director Xiao Zhiyong said," double eleven "that day will launch a number of preferential products," the price is very low, it is loss making! "

(text / China LED network Sophie)

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