[Source: Gaogong LED's "LED Lighting Channel" magazine No. 6 (Total Issue 42) Reporter / Mingxin]
The current real estate regulation and control pressure is still in the situation, LED products seem to stand out in the case of other categories of traditional channels. On the B2C platform such as Taobao Mall, Jingdong and Amazon, LEDs account for more than 25% of the sales of lamps, and some products such as spotlights have a sales ratio of 60%.
At the same time, LED online shopping has sprung up. B2B and B2C websites have become important sales platforms for LED lighting products. Even some “first step†pure e-commerce LED companies such as Ao Duo and Han Yuan have developed into “quick winners†with annual sales exceeding 100 million yuan.
However, once the online and offline interest systems are not well sorted out, it is easy to see the situation of left and right hands fighting. A senior executive who once worked at Op Lighting Network Marketing Center told the senior engineer: "After many years of rapid development, Opus has also encountered bottlenecks in performance improvement, and entering e-commerce is hoping to bring real sales benefits quickly. ."
In fact, because the traditional physical channel is too strong, and many dealers have divided a lot of shares on the network, the factory direct stores do not dare and can not touch the business in terms of price. As a result, it is necessary to re-open the operation of the network product line. In the past two years, the performance of such enterprises' online sales has actually been unsatisfactory.
LED O2O
For the online sales can not solve the offline service problem, a new and effective mode - O2O mode has emerged in the field of LED lighting e-commerce.
Tan Jian, general manager of Laiwei Optoelectronics, who tried the water and electricity business project in Tmall, Jingdong and other strong platforms a year ago, believes: “Companies that go through traditional sales channels are now more and more difficult, and need to find a good business model, and electricity Business is a trend, and the two can be inclusive. Through an online platform and two offline service centers, the LED industry will open up the entire industry chain from production to wholesale to online and offline sales."
According to a survey conducted by the reporter, LED manufacturers want to sell in traditional channels such as major professional and integrated home markets and lighting stores, and want to sell in e-commerce channels. Brand agents want to quickly distribute goods to less. Offline and online channels; local provincial wholesalers have no energy to open online stores, but also want to go through the bulk of e-commerce, but also want to easily enter the wholesale market in the field; a large number of distribution owners most want to go out A batch of goods, from the factory or the national wholesale market at the ex-factory price or wholesale price...
“Every link in the production chain is best achieved through a platform to realize the O2O business model.†Tan Jian believes that through this model, the various resources of the apparel industry can be more efficiently integrated.
O2O, OnlineToOffline, combines offline business opportunities with the Internet to make the Internet a front-line for offline transactions.
In this way, the offline service can be used to collect customers online. Consumers can use the online to filter services, and the transactions can be settled online, and soon reach the scale. The most important feature of this model is that the promotion effect can be checked and each transaction can be tracked.
This new e-commerce model is more able to satisfy consumers' consumer demands. A senior executive of an LED lighting company believes that "the emergence of the O2O model has shortened the journey of many LED lighting companies into e-commerce."
Value sharing
At the Changsha Station of the 2013 China Good Products Tour Exhibition and Merchants Conference, Tan Jian, general manager of Laiwei Optoelectronics, focused on the concept of “LED O2O†strategy. The O2O model was piloted in the “e-commerce predecessors†such as clothing and footwear as early as two years ago. The effect is obvious. Laiwei Optoelectronics can be said to be the first lighting enterprise in the LED application field to propose and implement this strategy.
"Eight said that e-commerce is the revolutionary army of channels. At present, LED still has no strong terminal brand, but the group is getting together. Instead of waiting for others to come to their own lives, it is better to take the initiative to guide this channel revolution." Tan Jian said.
"There is currently the same quality and price of LED e-commerce and physical stores are mixed, cost-effective products are few, manufacturers have different price appeals, resulting in weak brand penetration." Tan Jian said.
He believes that e-commerce can become a trading and promotion window for traditional channels in the future, and traditional channels can also become a logistics and experience center for e-commerce, and have positive significance in maintaining the high cost performance of the terminal. The focus of the plant should be on multi-channel integration.
From the perspective of the industry as a whole, LED companies generally have four methods in Internet marketing: one is to bid for search engines such as Baidu; the other is to advertise on well-known websites and industry websites; the third is to establish networks on B2B and B2C websites. Merchants or online stores; Fourth, promote their websites or online stores through email, online forums or SMS.
However, this is only the participation of individual brands. It does not form the integration of resources in categories and even industries, so it seems to be weak.
Tan Jian said frankly: O2O is a business philosophy that conveys the willingness of Laiwei Optoelectronics to share value with merchants and terminals.
Balance of interests
“I use eight words to summarize: network marketing, local distribution.†Tan Jian introduced the core concept of the Laiwei Optoelectronics O2O project.
It is understood that LED lighting e-commerce channel development still has three major obstacles: 1, how to balance the various types of price promotions to bring traffic and profit conversion rate? 2, how to develop online and offline LED lighting products differentiated products, prices, Brand and other strategies? 3. Faced with the potential customers of the audience, how to combine the actual needs of customers with the distribution and after-sales service, to give customers a good buying experience?
“The sales are handed over to the online, the design is handed over to the online, the offline is the display and after-sales and delivery services. If there is no rich profit, this 'game' who wants to play, can’t afford it. So I think the key is in the reasonable distribution line. The profit on the line and offline." Tan Jian said.
It is understood that Laiwei Optoelectronics has summed up more than a year of "touching the net" experience. In view of the current status of LED sales channels, it has formulated a fairly complete sales policy and started pilot operations in Guangxi and other places. The results are good and it is believed that it can be solved more effectively. The above issues include:
1. Trinity, synchronous experience.
Online retail (Tmall, Jingdong) + regional warehousing logistics, regional experience store combination.
2. Multi-site linkage, local distribution.
Multi-site logistics linkage, unified dynamic inventory; the country forms a central warehouse, regional warehouse, unified online, network-wide sales, local distribution.
3. Agents are divided and the results are transparent.
Network orders, agents direct profit sharing; regional orders, regional agents to distribute, earning profit sharing.
4. Unified management, three-dimensional marketing.
Unified marketing planning, punching and punching; all marketing and promotion activities are unified operation by the headquarters, regional auxiliary promotion, forming promotion linkage, online and offline.
The ecological chain of traditional offline business: raw material procurement → manufacturer production → manufacturer inventory → professional logistics distribution → provincial wholesalers → city second dealers → county and town level three distributors → terminal consumers.
Levi O2O business ecological chain: manufacturers manufacturing resources and online marketing system → provincial or local city experience store → local mass logistics distribution → terminal consumers.
Solid landing
The new model is the most taboo and difficult to land. At present, many LED companies see the network too simple, which makes it difficult to get started.
For example, the network marketing is simply equated with being a portal website, waiting for customers to come to the door and becoming an online “businessmanâ€; thinking that the online promotion cost is very low, “roasting goods are the mainstayâ€, there is no core manufacturing R&D capability; narrowly locked in sales, There is no upgrade to the public brand and the service awareness of network operations.
"The foundation of our project is that Laiwei Optoelectronics is a research and development-oriented large-scale manufacturing enterprise, and adheres to the road of independent brands." Tan Jian's summary of the words dispelled the concerns of the business.
It is understood that Laiwei Optoelectronics is at the forefront of LED technology development, and has a complete "system integration technology chain" around product chip packaging, heat dissipation, optics, drive, structure, materials and appearance. At present, the company has more than 30 design engineers, of which more than 20 are the main focus on optics, appearance, structural design, and a rich product line, avant-garde product design, ultra-high cost performance, fast shipping capacity and other four-element system to help the brand upgrade.
Tan Jian pointed out that Levi puts an end to the perfunctory perfunctory, unified style of the whole line of products; avant-garde product design: international design team, cutting-edge design style, scientific structural design; super cost-effective: simple company structure, strong production R & D capabilities, the basis for massive overseas orders; fast shipping capacity: regular product factories stock a large number of goods to meet the fast shipping needs of customers.
Due to the continued support of export customers, the shipment cycle of Laiwei Optoelectronics is a bright spot. For example, classic products such as LED bulbs, even if a dealer wants to place 50,000 sets, can also be shipped immediately; and the domestic channel of Laiwei Optoelectronics has begun to take shape, not only in Shanghai, Shenzhen, Hong Kong and other key markets, there are quality partners. Xiamen, Changsha, Taiyuan, Shenyang, Urumqi and other cities have also been completed.
From product development, channel support to scale effect, rapid shipment, etc., coupled with the fruitful e-commerce operation team, it is believed that Laiwei Optoelectronics will become a pioneer in the effective promotion of O2O strategy in LED applications.
The current real estate regulation and control pressure is still in the situation, LED products seem to stand out in the case of other categories of traditional channels. On the B2C platform such as Taobao Mall, Jingdong and Amazon, LEDs account for more than 25% of the sales of lamps, and some products such as spotlights have a sales ratio of 60%.
At the same time, LED online shopping has sprung up. B2B and B2C websites have become important sales platforms for LED lighting products. Even some “first step†pure e-commerce LED companies such as Ao Duo and Han Yuan have developed into “quick winners†with annual sales exceeding 100 million yuan.
However, once the online and offline interest systems are not well sorted out, it is easy to see the situation of left and right hands fighting. A senior executive who once worked at Op Lighting Network Marketing Center told the senior engineer: "After many years of rapid development, Opus has also encountered bottlenecks in performance improvement, and entering e-commerce is hoping to bring real sales benefits quickly. ."
In fact, because the traditional physical channel is too strong, and many dealers have divided a lot of shares on the network, the factory direct stores do not dare and can not touch the business in terms of price. As a result, it is necessary to re-open the operation of the network product line. In the past two years, the performance of such enterprises' online sales has actually been unsatisfactory.
LED O2O
For the online sales can not solve the offline service problem, a new and effective mode - O2O mode has emerged in the field of LED lighting e-commerce.
Tan Jian, general manager of Laiwei Optoelectronics, who tried the water and electricity business project in Tmall, Jingdong and other strong platforms a year ago, believes: “Companies that go through traditional sales channels are now more and more difficult, and need to find a good business model, and electricity Business is a trend, and the two can be inclusive. Through an online platform and two offline service centers, the LED industry will open up the entire industry chain from production to wholesale to online and offline sales."
According to a survey conducted by the reporter, LED manufacturers want to sell in traditional channels such as major professional and integrated home markets and lighting stores, and want to sell in e-commerce channels. Brand agents want to quickly distribute goods to less. Offline and online channels; local provincial wholesalers have no energy to open online stores, but also want to go through the bulk of e-commerce, but also want to easily enter the wholesale market in the field; a large number of distribution owners most want to go out A batch of goods, from the factory or the national wholesale market at the ex-factory price or wholesale price...
“Every link in the production chain is best achieved through a platform to realize the O2O business model.†Tan Jian believes that through this model, the various resources of the apparel industry can be more efficiently integrated.
O2O, OnlineToOffline, combines offline business opportunities with the Internet to make the Internet a front-line for offline transactions.
In this way, the offline service can be used to collect customers online. Consumers can use the online to filter services, and the transactions can be settled online, and soon reach the scale. The most important feature of this model is that the promotion effect can be checked and each transaction can be tracked.
This new e-commerce model is more able to satisfy consumers' consumer demands. A senior executive of an LED lighting company believes that "the emergence of the O2O model has shortened the journey of many LED lighting companies into e-commerce."
Value sharing
At the Changsha Station of the 2013 China Good Products Tour Exhibition and Merchants Conference, Tan Jian, general manager of Laiwei Optoelectronics, focused on the concept of “LED O2O†strategy. The O2O model was piloted in the “e-commerce predecessors†such as clothing and footwear as early as two years ago. The effect is obvious. Laiwei Optoelectronics can be said to be the first lighting enterprise in the LED application field to propose and implement this strategy.
"Eight said that e-commerce is the revolutionary army of channels. At present, LED still has no strong terminal brand, but the group is getting together. Instead of waiting for others to come to their own lives, it is better to take the initiative to guide this channel revolution." Tan Jian said.
"There is currently the same quality and price of LED e-commerce and physical stores are mixed, cost-effective products are few, manufacturers have different price appeals, resulting in weak brand penetration." Tan Jian said.
He believes that e-commerce can become a trading and promotion window for traditional channels in the future, and traditional channels can also become a logistics and experience center for e-commerce, and have positive significance in maintaining the high cost performance of the terminal. The focus of the plant should be on multi-channel integration.
From the perspective of the industry as a whole, LED companies generally have four methods in Internet marketing: one is to bid for search engines such as Baidu; the other is to advertise on well-known websites and industry websites; the third is to establish networks on B2B and B2C websites. Merchants or online stores; Fourth, promote their websites or online stores through email, online forums or SMS.
However, this is only the participation of individual brands. It does not form the integration of resources in categories and even industries, so it seems to be weak.
Tan Jian said frankly: O2O is a business philosophy that conveys the willingness of Laiwei Optoelectronics to share value with merchants and terminals.
Balance of interests
“I use eight words to summarize: network marketing, local distribution.†Tan Jian introduced the core concept of the Laiwei Optoelectronics O2O project.
It is understood that LED lighting e-commerce channel development still has three major obstacles: 1, how to balance the various types of price promotions to bring traffic and profit conversion rate? 2, how to develop online and offline LED lighting products differentiated products, prices, Brand and other strategies? 3. Faced with the potential customers of the audience, how to combine the actual needs of customers with the distribution and after-sales service, to give customers a good buying experience?
“The sales are handed over to the online, the design is handed over to the online, the offline is the display and after-sales and delivery services. If there is no rich profit, this 'game' who wants to play, can’t afford it. So I think the key is in the reasonable distribution line. The profit on the line and offline." Tan Jian said.
It is understood that Laiwei Optoelectronics has summed up more than a year of "touching the net" experience. In view of the current status of LED sales channels, it has formulated a fairly complete sales policy and started pilot operations in Guangxi and other places. The results are good and it is believed that it can be solved more effectively. The above issues include:
1. Trinity, synchronous experience.
Online retail (Tmall, Jingdong) + regional warehousing logistics, regional experience store combination.
2. Multi-site linkage, local distribution.
Multi-site logistics linkage, unified dynamic inventory; the country forms a central warehouse, regional warehouse, unified online, network-wide sales, local distribution.
3. Agents are divided and the results are transparent.
Network orders, agents direct profit sharing; regional orders, regional agents to distribute, earning profit sharing.
4. Unified management, three-dimensional marketing.
Unified marketing planning, punching and punching; all marketing and promotion activities are unified operation by the headquarters, regional auxiliary promotion, forming promotion linkage, online and offline.
The ecological chain of traditional offline business: raw material procurement → manufacturer production → manufacturer inventory → professional logistics distribution → provincial wholesalers → city second dealers → county and town level three distributors → terminal consumers.
Levi O2O business ecological chain: manufacturers manufacturing resources and online marketing system → provincial or local city experience store → local mass logistics distribution → terminal consumers.
Solid landing
The new model is the most taboo and difficult to land. At present, many LED companies see the network too simple, which makes it difficult to get started.
For example, the network marketing is simply equated with being a portal website, waiting for customers to come to the door and becoming an online “businessmanâ€; thinking that the online promotion cost is very low, “roasting goods are the mainstayâ€, there is no core manufacturing R&D capability; narrowly locked in sales, There is no upgrade to the public brand and the service awareness of network operations.
"The foundation of our project is that Laiwei Optoelectronics is a research and development-oriented large-scale manufacturing enterprise, and adheres to the road of independent brands." Tan Jian's summary of the words dispelled the concerns of the business.
It is understood that Laiwei Optoelectronics is at the forefront of LED technology development, and has a complete "system integration technology chain" around product chip packaging, heat dissipation, optics, drive, structure, materials and appearance. At present, the company has more than 30 design engineers, of which more than 20 are the main focus on optics, appearance, structural design, and a rich product line, avant-garde product design, ultra-high cost performance, fast shipping capacity and other four-element system to help the brand upgrade.
Tan Jian pointed out that Levi puts an end to the perfunctory perfunctory, unified style of the whole line of products; avant-garde product design: international design team, cutting-edge design style, scientific structural design; super cost-effective: simple company structure, strong production R & D capabilities, the basis for massive overseas orders; fast shipping capacity: regular product factories stock a large number of goods to meet the fast shipping needs of customers.
Due to the continued support of export customers, the shipment cycle of Laiwei Optoelectronics is a bright spot. For example, classic products such as LED bulbs, even if a dealer wants to place 50,000 sets, can also be shipped immediately; and the domestic channel of Laiwei Optoelectronics has begun to take shape, not only in Shanghai, Shenzhen, Hong Kong and other key markets, there are quality partners. Xiamen, Changsha, Taiyuan, Shenyang, Urumqi and other cities have also been completed.
From product development, channel support to scale effect, rapid shipment, etc., coupled with the fruitful e-commerce operation team, it is believed that Laiwei Optoelectronics will become a pioneer in the effective promotion of O2O strategy in LED applications.
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