Led open up new markets Combining online and offline

As 80s and 90s  become the main the Internet generation consumer, the rapid development of online media. 52% of consumers said that the information obtained through the network brand lamps, enough to explain the problem. The rapid growth of online shopping, but also for the entire industry sales channels to provide a new possibility.
It shares the same side Lighting Division Deputy General Manager Liu Tong introduced in 2011, they Jingdong Mall and Taobao sales month of the LED high bay light can reach 10,000 or more, accounting for about 15% of total sales.
Looking at the other traditional household consumer goods online shopping market, a survey data show that domestic in the home building materials, furniture and other areas of net buying and selling companies accounted for the proportion of the total sales volume of not more than 5%.
According to the reporter, now includes the same side including a number of LED enterprises have passed the online store channels Distribution Sales. According to industry research institute report shows that most families lighting consumption accounts for about 10 percent of renovation costs, and the proportion is rising. Online shopping market is also rapidly becoming the new LED lighting products retail sales modes.
Restricted traditional retail channels
For this stage of the LED lighting companies, so LED high bay light quick access to traditional distribution channels is very difficult, but also very large upfront capital investment. And as online sales of low-cost, wide coverage advantages become apparent.
Liu Tong told reporters, "There are two features of online sales, one very wide audience, there is no regional restrictions; Second, it could achieve flat management, reduce intermediate circulation.
More importantly, at this stage the average consumer in the department store or hardware store and other ultra-traditional channels is difficult to purchase high quality LED lights. At present, more than 95% of conventional lighting sources did not use a large area of ​​sales of LED lighting products, only a few large supermarkets such as Wal-Mart, etc. There are several brands of small style LED bulbs in the sale. Therefore, those who know something about LED lighting can turn ordinary consumers find products on the Internet, which also caused the current LED lights hot online sales market.
According to one claiming to be Taobao internal staff told reporters that they had a LED light bulb will be the price of 39.8 yuan to buy (buy a limited period of time the product bargains means net purchase price of more than ordinary low), just a few hours, 7000 LED bulbs a sold out. To meet the requirements of the majority of users, Taobao make an emergency replenishment, ready to launch the second round of group buying.
Director of Operations Wenbin that online shopping can reduce the purchase cost of goods to reach the end user, at least when compared with the traditional channels can be reduced 15-30%. While online sales channels in addition to the commodity sales channels outside, or a brand awareness and product promotion channels show a lot of companies are very willing to accept this sales model.
According to reporter investigation, the LED lights online sales prices are generally lower than the line, but companies need to deliver certain third-party trading platform for the management and promotion expenses, so the basic online trading profit trading profits were flat with the line, even lower. It is reported that the profits of online transactions LED lights remained at about 20%, follow-up and drop of space.
"LED lighting prices much higher than the energy-saving lamps, consumer acceptance of a certain degree of difficulty, so the amount of online transactions will not go too fast. Liu Tong pointed out that as prices fall, people's acceptance of LED lights will gradually increase this year, but the overall market situation is still not optimistic.
With the price of raw materials and lighting devices continued to decline this year, LED lighting market prices will continue to decline. According to Shenzhen, a small LED lighting business Yangxing responsible person, from last December to February this year, the price reductions have already reached 20%.
Combination of online and offline
Those are considered old-fashioned business model carrying the burden of LED enterprises, and not willing to be a little bit of new channels claimed positions. So the past two years, many traditional e-commerce companies began quietly testing the waters, have launched their own B2C website or online flagship store.
The person in charge of the enterprise before Yangxing also Taobao sales of LED products because of their quality can not be improved, and Taobao have seven days unconditional return policy, the more stringent of the quality of the control, so now been canceled with Taobao's transaction. He is now to build their own online trading platform. According to him, the online trading platform only as image display and collect customer information, get in touch with the customer before the next batch transactions online.
SMEs are looking for a new phasor combination of online and offline transactions.
"Because of the lack of customer understanding of LED lighting, energy-saving concept only know, these all require professional product sales consultants to assist customers to complete transactions, while Wenbin also said that at present, the promotion of online trading there are still some problems. That is, for itself already has some of the traditional offline channels system for businesses, online sales of their original price system would have an impact on channel pricing system, so in the product system and the price system on two channels of internal After a distinction can then build online sales channels.
Online consumer groups 80,90 partial younger younger generation is growing into the backbone of consumption, their consumption habits are making China retail market established rules of the game change. According to the relevant agency statistics show that 75% of online shoppers younger than 34 years old. This can also be interpreted as: the young online shoppers spending stronger.
Liu Tong also affirmed this statement, shares the same side is the earlier through online sales of LED lighting business, they have their own lighting Taobao flagship store. He explained that shares the same side of the online consumers partial younger, at 80, 90 majority. "The main reason is the growth with 80 on the network of natural kind of intimacy; Secondly, the new generation capacity to accept new things a little faster, more stylish consumer attitudes. Currently, shares the same side of consumer groups scattered, single batch order also not too many, ranging from a few to dozens.
Present in the retail business, LED high bay light is mainly used in the new venue decoration. With the purchase of 80 became the main force in the choice of lighting, LED lamps will become their fashion choice.
Online sales is gradually improving, Liu Tong told reporters that they also identified future e-commerce will gradually become one of the main ways LED retail. "Of course it does not exceed the entity stores and commercial scale supermarkets, online sales still has its problems, although relatively straightforward, relatively large audience, but consumers do not see the real thing, just across the screen in the transaction, it is not real In experience, this is the place where the consumer concerns, so a short e-commerce will not exceed the store's sales.
"At present, the main problem is to be solved, LED lighting products, the spread of knowledge and consumer habits. Wenbin that the next 80, 90, after the lead, the companies will pay attention in the online information collection and product sourcing, online sales channels will become a sales channel can not be ignored.
E-commerce is the trend. Currently, companies need to start thinking how online and offline sales channels traditional channels combine to form a full three-dimensional marketing communications channels, driven by the online and offline, online and offline promotion, forming a virtuous marketing system.

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