From Ma and Wang Jianlin gamble to see the rise of LED electricity supplier

Whether it is 100 million yuan Ma and the richest Wang Jianlin gamble, still very influential "double eleven" binge, online sales as the acme of perfection is like a raging fire. The major merchants not only online promotions, offline propaganda also sounded the clarion call to fight. Half off discount, express speed, "four days and four nights purchase stop" and other slogans of the visual impact of Internet users, online stir the slogan "to leave home to prevent the wife online shopping is more tempted prodigal.

For Wang Jianlin and gamble, Ma said, this bet we must win. If Wang Jianlin wins in 2020, that's how our whole society has lost, and our young people have lost, that this generation is not as good as the previous generation. At that time, the majority of commercial real estate, then, that is the failure of market transformation.

Regardless of Ma said, by 2020, e-commerce will replace the traditional physical retail, accounting for 50% of the retail market, the vision is to achieve, there is no doubt that the electricity supplier really fire. Data show that in 2012, Chinese network retail market transaction size more than 1 trillion and 300 billion yuan, an increase of 67.5%, the growth rate is about 4.7 times the total retail sales of social consumer goods growth rate, equivalent to 6.3% of the total retail sales of social consumer goods.

Just to cry with vigour and vitality in the electricity business giants swearing when some LED lighting companies have already developed into the outlet of marketing strategy, LED business marketing. LED electricity supplier battlefield smoke suddenly four, expect to cut the market share from the electricity supplier channels LED electricity supplier is eager.

The electricity supplier fierce fighting, the tricks campaign.

Rapid increase in demand for LED lighting, lighting business profits generally increased the moment, also for channel competition is becoming intense, has been keen to open stores, built the distribution channels of LED lighting enterprises more and more attention to the electricity supplier channels. Tmall Business Department of Southern China responsible for knowing the meaning of personalized, pointed out that the wireless terminal, new media tools are three new ways to attract customers, marketing will enable customers to lose interest in the old, want to play double eleven must have innovative new marketing mode.

Deputy Secretary General of Guangdong Lighting Association chairman Liu Jiao said in an interview with reporters, at present, the lighting industry do six electricity supplier mainstream approach is: 1) to clear inventory or poop strategy (such as: home appliances, clothing brand enterprises); 2) network for differentiation strategy (such as: lighting, traditional home appliances, new the electricity supplier brands); 3) sub brand development strategy (such as: industry well-known brands for the protection of the original sales system and price policy adopted); 4) the development of online distribution system (strategic emerging lighting brand, not by its own sales network more enterprises); 5) the price strategy of online and offline businesses (the new brand the sales network, with a certain scale line); 6) to the next line experience, online ordering service delivery strategy (GREE, Haier is most likely to be the first to achieve).

Deputy Secretary General Liu Jiao said that the current implementation of the first four strategy more, and fifth higher to business requirements on product strategy category; Sixth kinds of business line outlets quantity and distribution have higher requirements, there is high demand for the ability of channel management, it is necessary to use a systematic thinking to business operation, weakening channel color, weakened line channel resistance and rebound, so enterprises to design and choose according to their own characteristics.

Liu Jiao also told reporters that the supplier is an emerging LED lighting enterprise development innovation of its own brand, but at least do O2O to do 5 preparations: electricity supplier operations management personnel, product line development and life management of personnel and resources, warehousing and logistics management and line policy, system and standardization of the brand recognition brand promotion and perfect service manuals etc..

Led by the electricity supplier double eleven shopping Carnival to the traditional super huge pressure on the business, Taobao every ten billion level sales performance, erode the physical store traffic has been very obvious. Online shopping offline desolate rash and too much in haste, retail, traditional department stores, shopping center can refer to "double eleven". During the biggest killer is the so-called absolute low price". The passenger snatch entity shop for the electricity supplier "xixingdafa" like attack city white-collar shopping Master is a key object for the two sides. Throughout the traditional super hit the back of the card, but also have to do an article on the price, swear and electricity providers than the high.

Costs due to structural differences in price, store electricity supplier is not the opponent, even if Suning and Gome such large stores, taking synchronization price strategy of online and offline, the store is still far less than the attention line. In fact, the double eleven is so hot, the main reason is the price war between different channels of different businesses, so that consumers think online shopping cheaper. But some analysts have pointed out that the electricity supplier is far greater than the strength of its claims, and even less than some of the physical business discounts. After all, the price war is only a low level of competition in the business, it is difficult to become a sustainable competitive advantage, consumers will soon come out of the irrational impulse consumption sober.

Compared with the traditional channels, e-commerce 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 emerging LED companies, is undoubtedly an opportunity. Because want to quickly enter the traditional channels, and with large traditional lighting enterprises have been very difficult. The low cost of e-commerce, wide coverage of the characteristics become very attractive. because