LED lighting business marriage electricity supplier: three-dimensional marketing into a trend

Since the rise of e-commerce, it has been predicted that the traditional lighting channels will pose a threat. But the fact is that the current LED lighting industry channel marketing system is still dominated by engineering channels and other covert channels, but these channels are generally large and medium enterprises in the traditional lighting master. In the face of this new type of e-commerce sales channels, the emerging LED enterprises regard e-commerce as a new opportunity, and with the traditional channels of large LED lighting companies not willing to hand over, especially when the sluggish growth of traditional channels. The marriage of electricity providers, online and offline interaction, it has become a LED lighting companies are now interested in three-dimensional marketing, which is the future development trend of LED lighting companies.

Traditional channels are limited

Online sales into the new darling of LED lighting companies

At present, large traditional lighting enterprises still master the main channels, through the agents in the national distribution is the best choice for traditional lighting companies. For example, NVC China has 11 operations centers, will be laid to the county town level outlets, the number reached more than 10 thousand; OPPLE lighting in the country has 10 thousand direct sales stores or franchise stores, has almost three or four national market coverage...... In the designer, Design Institute, the cooperation of large projects, but also occupy a unique advantage.

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. As a result, some of the emerging LED companies are quite interested in e-commerce.

But the relatively new LED companies, large enterprises with traditional channels have not calm. Online sales can not be ignored, so that the major lighting companies to accelerate the layout of e-commerce. Which is divided into several ways: first, cooperation with third party e-commerce platform, such as Taobao, Alibaba, Jingdong, pat Network, etc., to build their own flagship store B2C. Two is the choice of media home mall. Such as NVC, PHILPS, Lonon in a media Home Furnishing mall opened the shop. Three is not dependent on any platform, the establishment of the official website, the official website of the sale of products. Generally speaking, several kinds of methods are carried out simultaneously, all in one direction, and the share of online sales is more common.

But insiders did not agree with this phenomenon. Wright lighting division office director Xia Siyuan said: "most of the current in Taobao or other mall better LED stores is inferior, mainly for some 80, 90, selling well are some of the conventional products. The vast majority of large LED lighting companies or traditional channels based, even if there is a shop, but also more dealers, the focus of the enterprise is still in the traditional channels. After all, lighting or experiential products, consumers still pay more attention to the line experience. "

But in fact, online sales can not solve the problem of online services, a new model - O2O model in the field of LED lighting e-commerce has emerged. Business model is a representative of the emerging O2O, online and offline interaction with consumers online to find, the line to complete the purchase, so the Internet has become the front desk the next line transactions, is a combination of payment mode with the shop to create traffic. This new model of electricity providers to meet consumer demand for more consumer. A LED lighting company executives think: "O2O model, making many LED lighting enterprises in the course of e-commerce, shorten a large cut. "

Marriage electricity supplier

LED lighting enterprises "three-dimensional marketing" is the trend

Marriage electricity supplier, LED lighting companies to achieve online procurement, investment, brand promotion, distribution and other means of coexistence of a variety of channels, e-commerce has opened up a new field. Insiders believe that the future of e-commerce has the potential to meet as equals of traditional channels, this is the direction of development.

However, the role of electricity providers have been exaggerated, a LED lighting executives said, the role of e-commerce over the past two years is too large. In the final analysis, the return to nature, e-commerce is still a channel. E-commerce is also carrying the line does not have the function of the channel, for example, to improve the product introduction, with a wider coverage of brand awareness. But it is still the essence of channels to sell products for the main purpose. "The corporate executives said:" for LED lighting, the line is complementary, online sales, brand promotion and investment, both services under the line; therefore 'three-dimensional marketing' is represent the general trend of the future development. "