LED online and offline channel conflict problem how to solve?

E-commerce surging, the scope of its sales from the beginning of the clothing shoes and hats, expand to all aspects of the basic necessities of life, almost can be called not buy, only unexpected". E-commerce, not only the achievements of a Ma, but also led to the development of a number of industries. Pay attention to the channel win, the terminal is king, LED industry, electricity providers seem to become a magic weapon to expand sales channels LED, the major LED companies have to test the water. However, the electricity supplier is really smooth road? LED business channel, ultimate magic is not can not lose, but it is not just a few clever game.

Target customers: individual customers VS enterprise customers

E-commerce and traditional sales channels are divided into two different areas, the former rely on online media, the latter rely on the offline market. The market is different, but also determines the e-commerce and traditional sales channels facing the target consumer groups are inconsistent. Therefore, the lock target groups, product positioning is the first step in the road to the electricity supplier. Under the line of traditional sales channels, the face of the customer groups, mostly for corporate customers, the products are mainly sold to Lamps City, building materials City, etc.. Through e-commerce channels, the face of the majority of customers, such as 80 and 90 and other individual consumers. The difference of the target consumer groups can not be generalized. LED industry is currently most direct customer product is B (Business) instead of C (Customer), insiders pointed out that retail accounted for in China market accounted for less than 35%, and the end users of LED lighting engineering and decoration company, engineering company like directly find manufacturers supply. Compared with the project, the retail target does not seem to be optimistic. Do not think that the electricity supplier orders fragmented project, there are mostly traditional thinking of this enterprise, the main customer is still the contractor of the project, agents wholesalers, etc.. Guangzhou Aladdin Agel Ecommerce Ltd's Li Tao told reporters, LED companies want to do electricity providers, first of all must be clear that they will have to face the customer base has been converted from the B client end C client. Edlan Lighting Technology Co. Ltd, said Zheng Hongbin, the special business determines that it is directly to the end consumer, so do the electricity supplier LED company targeted customer groups, product positioning. Edlan, for example, only home lighting, engineering lighting and commercial lighting. Price positioning in the middle, take cost-effective route, staggered competition.

Change about customer groups, the new century LED network reporter in Chinese Electronic Commerce Research Center learned that, as of December 2012, Chinese online retail market transactions accounted for 6.3% of total retail sales of consumer goods in the first half of this year, the data reached 8.2%, and is expected to exceed 10% in the second half of the year. There is a critical stage by the outdoor lighting transformation into indoor lighting LED, electronic commerce has also because of its easy to accept new things young consumer groups, most of the industry is seen as effective methods to pry the civil Home Furnishing market. "Online shopping has become the preferred group of young, now many LED companies have set up their own network of sales channels, the next three years will be the impact of the traditional channels of commercial channels existing advantage, and by 2018 it is possible to replace the traditional channels become mainstream. Tsinghua Tongfang Limited by Share Ltd lighting division general manager Liu Tong said, Tsinghua Tongfang, Tmall, Jingdong in the mall, Home Furnishing is business platform built their own brand flagship stores, currently this month sales of LED lighting products amounted to twenty thousand, accounting for about 15% of total sales.

Price contradiction: online cheap VS dealer interests

Pricing is an inevitable problem in product sales. The same product, due to the relatively low cost of e-commerce, so it can do online pricing below the line. For the majority of consumers, in the case of the same product, will choose a lower price to buy.

"The successful case of the current electricity supplier channels and distribution channels to do together, you have not" light lighting marketing director Chen Zhongyi said: "although LED lighting has been the first brand, online business imperative, but not with the line channel conflict, which is the traditional lighting companies in the business operation more headache. "

When the line of agents and distributors vested interests have been lost, will inevitably make dealers boycott online products, will lead to online and offline contradictions. For LED companies, how to deal with online and offline pricing problem, it is inevitable to be resolved. PHILPS, for example, relying on its own official website, PHILPS online mall has been relatively mature. Reporters found that the official website of PHILPS's online shopping mall LED lighting products, despite the original price and discount price two price, but the price is consistent. New century LED network reporter to the identity of the consumer to the official website of PHILPS's online store customer service staff understand that the mall's products are the positive price, there has been no discount activities, also received no price promotions notice. "A price of 699 yuan LED desk lamp, for example, when it comes to sales, customer service said" sell well". Reporters can not help but guess, PHILPS move is to ensure that the interests of the line dealers. Some analysts have pointed out that, like PHILPS's official website of China's online mall, more in order to display and promote the role of the product from the full complement.

But, like PHILPS