LED open up new markets to become the main force of the new LED lighting network consumption

With 80, 90 after the Internet generation has gradually become the main consumer, the rapid development of network media. 52% of consumers said that through the network to get the brand information, sufficient to explain the problem. The rapid growth of online shopping also provides a new possibility for the whole industry's sales channels.

According to Liu Tong, deputy general manager of the same shares lighting division, in 2011, their online sales of LED lights monthly sales performance can reach more than 10 thousand, accounting for about 15% of its total sales.

Looking at other traditional household consumer goods online shopping market, there are survey data show that the mainland in the home building materials, furniture and other areas of online shopping sales accounted for the proportion of total sales of the company does not exceed 5%.

LEDinside understand that at present the majority of household lighting consumption accounted for about 10% of the renovation costs, and the proportion is still rising. Online shopping market is also rapidly becoming one of the new LED lighting retail sales model.

Traditional retail channels are limited

For the current stage of LED lighting companies, so that LED lamps quickly into the traditional lighting distribution channels is very difficult, but also very large upfront capital investment. The advantages of low cost, wide coverage as online sales become obvious.

Liu Tong introduction, online sales have two characteristics, first, the audience is very wide, there is no regional restrictions; the two is the realization of flat management, shorten the middle circulation.

More importantly, at this stage in the Department of general merchandise stores or super hardware stores and other traditional pipeline is also difficult to buy high-quality LED lights. At present, more than 95% of China's traditional lighting and not using a large area of sales of LED lighting products, only a small number of large supermarkets such as WAL-MART has a few brands of small models LED bulbs in the sale. Therefore, those who have a good understanding of LED lighting ordinary consumers can only turn to the Internet to find products, which also led to the current LED lamps popular online sales.

According to one who claimed to be a network sales staff said they had a LED bulb to 39.8 yuan price to buy, just a few hours, the sale of the 7000 LED light bulb. In order to meet the requirements of the majority of users, they conducted an emergency replenishment, ready to carry out the second round of group buying.

He Wenbin, director of operations, pointed out that online shopping can reduce the purchase price of goods to end users, compared with the traditional pipeline can reduce 15-30%. At the same time online sales channels in addition to the sale of goods pipeline, or a brand promotion and product promotion channels, many companies are very willing to accept this sales model.

LEDinside has learned that the current low pricing online sales of LED lamp is generally below the line at the same time, enterprises must pay a fee to the management and promotion of third-party trading platform, so the online trading profits and basic line trading profit was flat or even lower. It is reported that the current LED lamp online trading profit remained at about 20%, there is still room for subsequent decline.

"The price of LED lamps is much higher than that of energy saving lamps, so consumers have some difficulty in accepting it, so the online trading volume will not go too fast. Liu Tong pointed out that with the decline in prices, people's acceptance of LED lights will gradually increase, but this year the overall market situation is still not optimistic.

With the continued decline in the price of raw materials and lighting devices, LED lamps market prices will continue to decline this year. According to Shenzhen, a small LED lighting company Yangxing responsible person, from last December to February this year, the price cut has reached 20%.

Combination of online and offline

Those who are regarded as carrying the old business model of the burden of LED companies, is not willing to be a little bit of this emerging pipeline positions. So in the past two years, many traditional companies began to quietly test the waters of e-commerce, have launched their own B2C site or online flagship store.

Before the Yangxing responsible person enterprises in the online sales of LED products, because the product quality can not improve, while the majority of online shopping and seven days unconditional return to the principle of quality control is strict, so it has canceled the deal. Now he is building his own online trading platform. According to him, the online trading platform is only used as the image of the show and collect customer information, contact with customers and then carry out mass trading online.

Small and medium enterprises are looking for a new combination of online and offline transactions.

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