In recent years, words such as “touching the net†and “testing water and electricity suppliers†have often appeared in the media announcements of major LED companies, which has set off the industry's attention to e-commerce topics.
Guan Yong, general manager of Sunlight Lighting (600261.SH), said at the High-Tech LED CEO Conference Roundtable that e-commerce has had a great impact on traditional enterprises. The new brand is very light in terms of e-commerce. But online sales thinking and offline marketing channel thinking are completely different. If you do not take the Internet's thinking to do e-commerce, it will not succeed. The online Internet is a very big change for those who do lighting. This is not just about opening a store, but about the shift in mindset.
He Zhaoneng, a partner of Guangzhou Jinhua Enterprise Management Consulting Co., Ltd., gave us an analysis from the perspective of a marketer. He believes that the ability to do e-commerce big data analysis is essential, because we are not facing the average consumer, but the data. Only by identifying the outlets that target customers often appear in order to target ads and increase exposure. In addition, e-commerce needs a strong integrated marketing capability, and can be hyped to attract target customers. Obviously, the trader with this "hybrid thinking" is hard to find in a factory owner who only focuses on R&D and production.
Currently, Internet e-commerce is roughly divided into the following categories: B2B, B2C, F2F, and O2O. B2B is mainly represented by Alibaba. It is a relatively comprehensive and comprehensive website. The products sold on the website are mixed, including raw materials, industrial products, electronics, clothing, shoes and hats, digital home appliances, food and many other fields. At present, many manufacturers use Alibaba to find foreign customers, but in recent years the promotion effect is getting worse. With the increasing number of customers who purchase Alibaba's promotion services, a purchase information may only be seen by your family. At least tens of thousands of people can now see it. The chances of trying to impress foreign customers with an email are getting lower and lower. . Since last year, another B2B vertical website has also begun to emerge, such as clothing wholesale network, but this method is obviously not suitable for LED lighting companies.
B2C industry is relatively familiar, Taobao, Tmall, Jingdong belong to this category, it is also divided into the above two. However, in recent years, Jingdong, which started with digital, and Dangdang, which started with books, and the first store that started with the concept of online supermarkets, have begun to explore comprehensive websites. They hope to attract merchants to join in by joining, and can provide logistics, warehouses, etc. Service. Of course, merchants must pay a considerable amount of resident fees. For example, Tmall, an LED lighting manufacturer must pay a deposit of 10-15 million yuan, and must pay an annual fee of 30,000 yuan. 2% of the sales will be automatically deducted as a technical service fee. Although the entry fee is not cheap, everyone is still rushing.
In order to help corporate propaganda, Tmall, Jingdong Mall, No. 1 Store, etc. also launched their own promotion services. “With regard to the resource level, the No. 1 shop has a lighting center, which will classify and promote different light sources such as energy-saving lamps and LED light sources. In addition, we will improve the shopping guide of the lighting center and educate customers from the knowledge points of the light source. It is easier and more convenient for customers to choose the products that suit them," said Yan Kefan.
Tmall is also launching two promotion programs, the through train and the Taobao. The through train is charged as an effective order, and the minimum charge is $1 per order. Taobao customers set their own 2%, 3%, 5%, and 8% of sales back to the owner of the link that brought you the order. "We are doing this promotion now. If the setting is low, no one will help you push it. Setting the high cost of the enterprise can't stand it." Shanghai Sansi's Taobao Mall just went online soon, and the person in charge Wang Peng hopes to promote the product through Taobao, now give His feeling is that the promotion cost is too high, and each sold bulb needs to be invoiced as long as the customer needs it.
He Zhaoneng believes that it is almost impossible to bring large-area orders immediately through the promotion methods provided by Taobao. Companies must find the right way to promote their own customer base. He made an analogy. Now the general home decoration is the responsibility of the hostess. If the LED lighting company produces the lamps mainly for home decoration, you can choose to go to the community decoration forum where the housewives often appear to advertise, the effect will be better.
In addition, there are two very good concepts, one is F2F, that is, the factory to the family, and the other is the now popular O2O model combined with the Internet of Things. Although the F2F concept is good, there is no good website that has not been done so far, so try to be cautious. The good thing about O2O is that it combines online and offline to make each product a terminal, and consumers can easily find the current location of the product through the network. If the anti-counterfeiting certification is carried out in conjunction with radio frequency, it will be a strong brand impact for consumers. At present, SF Express and other courier companies can realize the tracking of the package at any time. As long as the company and the agent reach a cooperative relationship, they can realize online purchase and take the goods offline, but this method is currently costly.
Some foreign companies choose App navigation, combined with merchants to enter the store to send points, you can redeem gift cards. The UK's Frey department store cooperated with mobile operator O2 to provide O2's WIFI wireless network to customers in 11 stores for free.
[Note: This article is the exclusive report of Gaogong LED . Please reprint the agreement in advance. For legal reprint, please refer to: Gaogong LED copyright maintenance - "anti-infringement action" statement , otherwise it will be regarded as illegal reprint, this website will be held legally responsible ! 】
Guan Yong, general manager of Sunlight Lighting (600261.SH), said at the High-Tech LED CEO Conference Roundtable that e-commerce has had a great impact on traditional enterprises. The new brand is very light in terms of e-commerce. But online sales thinking and offline marketing channel thinking are completely different. If you do not take the Internet's thinking to do e-commerce, it will not succeed. The online Internet is a very big change for those who do lighting. This is not just about opening a store, but about the shift in mindset.
He Zhaoneng, a partner of Guangzhou Jinhua Enterprise Management Consulting Co., Ltd., gave us an analysis from the perspective of a marketer. He believes that the ability to do e-commerce big data analysis is essential, because we are not facing the average consumer, but the data. Only by identifying the outlets that target customers often appear in order to target ads and increase exposure. In addition, e-commerce needs a strong integrated marketing capability, and can be hyped to attract target customers. Obviously, the trader with this "hybrid thinking" is hard to find in a factory owner who only focuses on R&D and production.
Currently, Internet e-commerce is roughly divided into the following categories: B2B, B2C, F2F, and O2O. B2B is mainly represented by Alibaba. It is a relatively comprehensive and comprehensive website. The products sold on the website are mixed, including raw materials, industrial products, electronics, clothing, shoes and hats, digital home appliances, food and many other fields. At present, many manufacturers use Alibaba to find foreign customers, but in recent years the promotion effect is getting worse. With the increasing number of customers who purchase Alibaba's promotion services, a purchase information may only be seen by your family. At least tens of thousands of people can now see it. The chances of trying to impress foreign customers with an email are getting lower and lower. . Since last year, another B2B vertical website has also begun to emerge, such as clothing wholesale network, but this method is obviously not suitable for LED lighting companies.
B2C industry is relatively familiar, Taobao, Tmall, Jingdong belong to this category, it is also divided into the above two. However, in recent years, Jingdong, which started with digital, and Dangdang, which started with books, and the first store that started with the concept of online supermarkets, have begun to explore comprehensive websites. They hope to attract merchants to join in by joining, and can provide logistics, warehouses, etc. Service. Of course, merchants must pay a considerable amount of resident fees. For example, Tmall, an LED lighting manufacturer must pay a deposit of 10-15 million yuan, and must pay an annual fee of 30,000 yuan. 2% of the sales will be automatically deducted as a technical service fee. Although the entry fee is not cheap, everyone is still rushing.
In order to help corporate propaganda, Tmall, Jingdong Mall, No. 1 Store, etc. also launched their own promotion services. “With regard to the resource level, the No. 1 shop has a lighting center, which will classify and promote different light sources such as energy-saving lamps and LED light sources. In addition, we will improve the shopping guide of the lighting center and educate customers from the knowledge points of the light source. It is easier and more convenient for customers to choose the products that suit them," said Yan Kefan.
Tmall is also launching two promotion programs, the through train and the Taobao. The through train is charged as an effective order, and the minimum charge is $1 per order. Taobao customers set their own 2%, 3%, 5%, and 8% of sales back to the owner of the link that brought you the order. "We are doing this promotion now. If the setting is low, no one will help you push it. Setting the high cost of the enterprise can't stand it." Shanghai Sansi's Taobao Mall just went online soon, and the person in charge Wang Peng hopes to promote the product through Taobao, now give His feeling is that the promotion cost is too high, and each sold bulb needs to be invoiced as long as the customer needs it.
He Zhaoneng believes that it is almost impossible to bring large-area orders immediately through the promotion methods provided by Taobao. Companies must find the right way to promote their own customer base. He made an analogy. Now the general home decoration is the responsibility of the hostess. If the LED lighting company produces the lamps mainly for home decoration, you can choose to go to the community decoration forum where the housewives often appear to advertise, the effect will be better.
In addition, there are two very good concepts, one is F2F, that is, the factory to the family, and the other is the now popular O2O model combined with the Internet of Things. Although the F2F concept is good, there is no good website that has not been done so far, so try to be cautious. The good thing about O2O is that it combines online and offline to make each product a terminal, and consumers can easily find the current location of the product through the network. If the anti-counterfeiting certification is carried out in conjunction with radio frequency, it will be a strong brand impact for consumers. At present, SF Express and other courier companies can realize the tracking of the package at any time. As long as the company and the agent reach a cooperative relationship, they can realize online purchase and take the goods offline, but this method is currently costly.
Some foreign companies choose App navigation, combined with merchants to enter the store to send points, you can redeem gift cards. The UK's Frey department store cooperated with mobile operator O2 to provide O2's WIFI wireless network to customers in 11 stores for free.
[Note: This article is the exclusive report of Gaogong LED . Please reprint the agreement in advance. For legal reprint, please refer to: Gaogong LED copyright maintenance - "anti-infringement action" statement , otherwise it will be regarded as illegal reprint, this website will be held legally responsible ! 】
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