How to manage the electricity supplier online and offline dislocation

Since the emergence of the electricity supplier, life often appears such a scene, into a store fancy a thing, I feel good on the product secretly brand, model down to buy online. Why? High price of the store, the Internet is relatively cheap, the same commodity, of course, the preferred price considerations. The phrase, which in the end point, a bar in the who?

Previously, NVC chairman Wang Donglei said, in a virtual world, you can not sell, can not sell the brand, can only sell the price, Taobao is a rotten goods market, than the price after all.

Key words poke in the business, and business electricity supplier manufacturers what measures? Where is the balance point between online and offline? What is the future development model?

Electricity supplier and dealer love hate intertwined"

Electricity supplier momentum is fierce, perhaps from a group of data can be seen.

LEDinside electricity supplier report data show that in 2014 the market size of online shopping lighting products of about $2 billion 400 million (about 14 billion 683 million yuan), accounting for the proportion of all sales channels of 14.4%. With the LED lighting products continued to skyrocket in the network, the scale will continue to increase year by year, the latest forecast to 2017, the proportion of online shopping will reach 30%, more than lighting engineering, lighting stores become the largest single channel lighting products sales.

However, recently for a similar problem, the rise of a netizen on the electricity supplier Crusade, claiming to stifle the existence of corporate profits and intermediaries. "I think this kind of understanding is extreme, electricity providers appear to conform to the law of social development, so that more consumers get more and better value, dealers can more to convert such a role, such as store experience, for the electricity supplier channels consumers to bring value. Liu Youcai, deputy general manager of snow Wright lighting division believes that, as the product is king of the era, whether it is to do electricity supplier or traditional channels, can stimulate consumer desire to buy is king.

Although the transparency and openness of the business channel not only impact on the scale and business lines under the impact of the traditional channels, but for the lighting industry, the fixed consumption habits and channel layout, so that at a certain stage, the rapid development of the electricity supplier can only maintain the status of well-matched in strength and traditional channels.

Liu Tong, deputy general manager of Tsinghua Tongfang lighting division believes that, at least two to three years, the electricity supplier is not to replace the dealer, and in a certain historical stage is mutual game and coexistence". With the expansion of the electricity supplier, the expansion of consumer channels and consumer groups, as well as the impact of electricity supplier on the young people's spending habits, the size of the electricity supplier will be greater and greater legitimacy will be resolved.

In this regard, the general manager of the sun, sun Yong's view coincides with all the related affairs, will continue to change, and ultimately the cycle, the development of electricity providers and traditional channels are ultimately a fusion of the relationship. Because of the particularity of China's consumer market, the difference between the regional economic differences and differences in consumption habits, even in the most developed e-commerce in the first tier cities, there are some people keen on shopping offline.

Every dealer team of electricity providers and traditional business understanding is not the same. Li Quan, general manager of the source of John believes that electricity suppliers and dealers can still develop harmoniously. Whether it is the younger generation of dealers, or more conservative older dealers, there may exist "line belt line", or "weak line line anti strong", for the electricity supplier, "if a very conservative dealer, did not do the electricity supplier, it is possible to adhere to the traditional market this piece of the channel. "

Li Quan said, for example, the living room or bedroom lamp lamp should be put in a room and a family decoration match, only in the real scene compared to the price, such a scene in a similar application to inside, in order to allow consumers to truly experience, while the electricity supplier advantage relatively some weak.

The emergence of the electricity supplier should be a supplement on the channel, because the lighting involved in the design and installation of this issue, there is also a need for traditional channels. "Three hung Aurora Marketing Manager Li Quanru said.

Online and offline equilibrium

The rush to do O2O is reflected in facing the traditional channels crisis "(multiple industries) traditional sales channels have been forced to corner the electricity supplier". The day before, Wang Donglei has said publicly that the O2O online and offline integration, is the inevitable trend of the development of mobile Internet in the retail industry.

LED lighting products online sales growth is more obvious than the physical channel, the electricity supplier market two years to double, LED lighting appliances online penetration of the market is higher than the line. Where is the balance point between online and offline?

From the beginning of 2009 business electricity supplier, electricity sales accounted for 80% of the lighting source John seems to be the most right to speak, Li Quan said, "online service marketing strategy, pay more attention to some local services under the line of regional development, the integration of online and offline is a thing sooner or later. "

"We are currently under electricity market, the development of special products, not only to avoid conflict with the terminal price line, and can meet the needs of business groups in function and style. But for special products, it is only a short-term solution to the existing contradiction, in the long run, it is bound to end a unified online and offline, O2O