Traditional channels VS electricity supplier channels, LED companies how to find a balance point?

With the popularity of online shopping, e-commerce this term has gradually become popular among the most important changes in the business sector in recent years, not only the achievements of the legendary Ma Yun, but also led to the development of a number of industries. To pay attention to the "channel winning terminal" of the LED industry, the rapid increase in demand for LED lighting, lighting business profits generally increased, channel competition has become increasingly intense today, business seems to be a magic weapon for LED enterprises to expand sales channels, many enterprises began to explore how to transition from the traditional pipeline to the electricity supplier. However, the current electricity supplier channels and there is no ready-made examples of success, we are feeling the stones across the river, how to balance the relationship between the traditional channels and electricity supplier channels, has become a topic of concern to everyone.

Compared with the traditional channels, electricity supplier channels has two major advantages: first, without geographical restrictions, wide audience; secondly, the circulation is shortened, low initial construction costs, profit margins, return time is short, easy to achieve flat management. This is no contribution to 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 of the rapid opening of their access to the market to provide a good opportunity.

From the market acceptance of LED lamps, users need to understand the experience to accept the LED lighting. The store can not only give consumers a sense of physical experience, feel its material, light color, work, but also the most critical distribution and after-sales service, and the electricity supplier is difficult to achieve. Although the electricity supplier channels of low initial construction costs, profit cycle is short, but due to the electronic business platform price is relatively transparent, profit margins have been greatly compressed, but also need to invest a lot of money for the brand promotion, so as to make the later hidden costs are very high, the profit cycle is not determined.

The advantages and disadvantages of traditional channels and electricity supplier model comparison

2013 double eleven, LED industry around the online and offline battle has quietly kicked off. In 2013, many enterprises to participate in the "double 11" sales situation, OPPLE lighting, Aldo, Chau Ming Hanyuan lighting brand "double 11" promotions have exceeded 10 million yuan, OPPLE lighting sales of 60 million 180 thousand yuan topped the list, in which Taobao store sales of nearly 50 million yuan. But in the auroral, KingSun lighting giant LED sales are "not worth mentioning". Thus, the layout of e-commerce channels is not as simple as imagined.

2013 "double 11" Taobao LED lamp sales table

Traditional channels have formed a relatively complete supply chain, factories and distributors on commodity pricing, sales and profit margins as early as the region has a tacit understanding. However, the emerging e-commerce channels want to break the pattern of stability, will inevitably have some conflict with the traditional channels. So, before the choice, we must first clear two things, one is to make clear what is the positioning of e-commerce? The second is the relevance of e-commerce and the existing channels how much? What are its advantages and disadvantages? How to balance the relationship between old and new channels? There is a great degree of correlation between the operation of e-commerce channels and traditional channels. Although there is a conflict between the price, supply and other aspects, but as long as the control in place, properly handled, to find a good solution, can complement each other, coordinated development.

After defining the above two core issues, began to enter the implementation phase. From the operating point of view, the electricity supplier channel involves a lot of problems, for example, how to publish online? How to display products online? After sale how to do? How to improve the process? In order to solve these problems, enterprises should stand in a consumer's perspective, in order to truly understand the needs of consumers.

The actual operation level, the need to overcome many of the problems, which is particularly prominent with the offline channel segmentation and balance. Xiao Bian browse other successful industries business channel case found that to really balance relationship between traditional channels and electricity supplier channels, you can start from the following three aspects: information transparency, customer service service network publicity; product selection is accurate, effective area and line segment; establish communication mechanism, maintain online order.

The first is the transparency of information, which mainly includes two meanings, on the one hand is the product information must be clear, on the other hand is also necessary to follow the public, such as the national after-sales service network. In the display of products, highlighting the characteristics and functions of the product, as well as with other brands of products, there are a number of contrast, for the general concern of the customer to sort out and solve the problem, and constantly improve. Select some of the products, and offline channels are separated, greatly reducing the conflict between the product and price. In addition to product segmentation, it is necessary to develop an orderly order and rules and establish a smooth communication mechanism. In some specific issues such as price, whether online, offline, to achieve a unified caliber, in order to achieve the balance of old and new channels, to avoid the emergence of some conflicts.

Xiao Bian summary: in the face of e-commerce this new sales channels, the emerging LED business is e-commerce as a new opportunity, in the major sites for product sales, channel investment. But not all of the traditional enterprises are suitable for electronic business platform, in the process of electronic business platform