According to the survey data of the China Consumer Association in 2010, as the Internet generation has gradually become the main consumer in the 1980s and 1990s, the online media has developed rapidly. Fifty-two percent of consumers said they obtained brand information through the Internet, which is enough to explain the problem. The rapid growth of online shopping also provides a new possibility for the entire industry's sales channels. This consumption trend determines the two directions of future lighting industry: First, the lighting industry must establish a brand, know how to use the new channels for brand communication and promote sales; Second, lighting products must be more creative, large-scale personalized Customization is the only way.
To grasp these two trends, Internet marketing has become a topic that every lighting company must pay attention to. In view of the changes in consumer habits and the intensified competition in the industry, many newcomers have adopted the “lighting the Internet†strategy, but after spending a large amount of money, they have almost encountered the confusion of only having an image and not seeing sales. It is understood that most of the current family lighting consumption accounts for about 10% of the decoration costs, and the proportion is still rising.
Lighting companies follow the wave of online sales
Recently, the author learned from Yuan Guilin, general manager of photofinishing lighting that in the first half of this year, whether it is the sales of lighting online stores on its Taobao platform, or admiring it, it is necessary to rely on its professional experience to create e-commerce channels, even directly out of the conditions The companies that invited them to become online distributors showed double-digit growth. The Guangzhou lighting owner also complained to the author: “The consumers who come to the store to buy products, at least 4 customers are copying models.†“Code copying family†is now selected in the physical store and Brand, and then to the online Amoy products, "price than the three" in order to benefit. It is understood that the current end-users believe that the advantages of online shopping lighting lamps and lanterns are: the city of lights is too large, it is too tired to stroll up and down, buy online lighting fixtures, mouse, and travel around the world.
The effects of the online purchase of lights and the popularity index can also be used as a reference. Lamps and lanterns city sometimes need to take delivery of their own, online purchase of lights without leaving home, convenient and quick. Online purchase of lights, removal of intermediate links, greatly reducing product prices, and can easily shop around, the price is transparent. In addition, the “professional households†selling light bulbs on Taobao have already begun to provide corresponding professional designs. At the same time, according to the owner’s budget, they can formulate corresponding package programs. For example, a three-bedroom two-room lighting budget is 3,000 yuan, online shopping business side will be based on consumer home photos provided by the real combination of living room, dining room, bedroom, kitchen and other full range of lighting products, within reach of the budget The best accessories and lighting effects.
Demand determines the market, and the market determines manufacturing. All indications indicate that the Internet is not only becoming a medium that affects people’s lifestyle, but also may even change the market behavior of the entire manufacturing industry, such as promotion and sales. The rapid growth of online shopping also provides a new possibility for the entire industry's sales channels. In order to help consumers to save more energy and reduce the waste of resources that may be caused in the shopping process, some home building materials brands have also launched their own online shopping platforms. Consumers log on to these network platforms and complete a series of operations such as placing orders and making deposits with just a click of the mouse.
Self-built B2C channel is not ideal
With the domestic lighting lighting online shopping market significantly warming, after the lighting into the e-commerce field after NVC lighting, Op lighting, more and more traditional lighting lighting manufacturers choose to build B2C channels. However, judging from the current situation, self-built B2C lighting lighting manufacturers are still in the initial stage of exploration, and the number is very small, even negligible. The current operation situation of its own B2C platform is far from the original intention of the company, and sales are not optimistic. There are also some of the more personalized lighting companies suffering from too many counterfeit goods, endangering their own interests and channel business, but unfortunately only open B2C platform to resist infringement and propaganda image. Zhang Yalin, general manager of Pinyuan Lighting, said in an interview with the author: “Our online platform is more about displaying our products, not for the purpose of sales and profit. In the past our official website was just the product line model and parameters. Simple listing, now will pay more attention to the user click to watch the experience. "In addition, self-built online store "is based on the needs of diversified channels, but also to meet the needs of segmented consumers."
Many people in the industry told the author: “The sources of online sales channels such as Taobao Mall are circulated from this channel of the website. There are very few customers who place orders from the official website.†But the manufacturers who target the online mall to the sales channels are still "Stretching stage" is struggling. “Frankly speaking, if it is a self-built website for sales, its category is relatively simple. From the browsing and sales data of Taobao.com, it is very unlikely that a consumer purchases a full range of brand products. Therefore, the It is very difficult for brands to support their network sales operation costs,†said Yuan Guilin, general manager of photo-printing lighting. “When sales reach a certain scale, they may face the risk of being out of stock by competitors, and manufacturers’ self-built platforms will be very promising in the future. For a long period of time, it may be based on display products.†In fact, compared with the integrated B2C e-commerce platform such as Taobao Mall, the B2C platform built by lighting lighting manufacturers is in terms of logistics, price, service system, etc. There is no advantage. To support this model of B2C, the logistics platform is a big problem first, B2C distribution itself is to do very fine, and manufacturers can not professional to expand the logistics platform. The second is how to balance the interest relationship between B2C online malls and traditional sales channels. This is not the nerve that can't be touched when it comes to building brand lighting lighting manufacturers for many years.
How to attract popularity for lighting and online marketing?
At present, the number of manufacturers of finished products in the lighting and lighting industry in the country is over 10,000, but there are less than 500 companies that can really name the brand in the industry. Consumers are even less able to say a certain brand in an impressive manner. However, the top ten online lighting stores on the Internet are well known to netizens. There are only four methods for lighting companies to use in Internet marketing: one is to bid for Baidu and other search engines, the other is to advertise on well-known websites and industry websites, and the third is to build online merchants or online shops on B2B and B2C websites. Promote your website or online shop through emails, web forums or SMS.
The most concentrated number is still opening shop on Taobao and other open platforms. According to incomplete statistics, the number of C stores in Taobao sells lights is close to 20,000 (does not rule out the same people repeatedly shop), Taobao Mall has Nearly 150 homes. After all, with the help of the open platform's reputation and popularity accumulated over the years, coupled with appropriate strategies, it is not impossible for sales and images to increase rapidly. But in a sense, in addition to "search engine bidding", lighting companies' marketing promotion is just moving from traditional stores to the Internet. Increasing exposure just satisfies the first step in marketing, that is, Consumers know themselves, but they need more marketing tools to become aware of shopping behavior.
To grasp these two trends, Internet marketing has become a topic that every lighting company must pay attention to. In view of the changes in consumer habits and the intensified competition in the industry, many newcomers have adopted the “lighting the Internet†strategy, but after spending a large amount of money, they have almost encountered the confusion of only having an image and not seeing sales. It is understood that most of the current family lighting consumption accounts for about 10% of the decoration costs, and the proportion is still rising.
Lighting companies follow the wave of online sales
Recently, the author learned from Yuan Guilin, general manager of photofinishing lighting that in the first half of this year, whether it is the sales of lighting online stores on its Taobao platform, or admiring it, it is necessary to rely on its professional experience to create e-commerce channels, even directly out of the conditions The companies that invited them to become online distributors showed double-digit growth. The Guangzhou lighting owner also complained to the author: “The consumers who come to the store to buy products, at least 4 customers are copying models.†“Code copying family†is now selected in the physical store and Brand, and then to the online Amoy products, "price than the three" in order to benefit. It is understood that the current end-users believe that the advantages of online shopping lighting lamps and lanterns are: the city of lights is too large, it is too tired to stroll up and down, buy online lighting fixtures, mouse, and travel around the world.
The effects of the online purchase of lights and the popularity index can also be used as a reference. Lamps and lanterns city sometimes need to take delivery of their own, online purchase of lights without leaving home, convenient and quick. Online purchase of lights, removal of intermediate links, greatly reducing product prices, and can easily shop around, the price is transparent. In addition, the “professional households†selling light bulbs on Taobao have already begun to provide corresponding professional designs. At the same time, according to the owner’s budget, they can formulate corresponding package programs. For example, a three-bedroom two-room lighting budget is 3,000 yuan, online shopping business side will be based on consumer home photos provided by the real combination of living room, dining room, bedroom, kitchen and other full range of lighting products, within reach of the budget The best accessories and lighting effects.
Demand determines the market, and the market determines manufacturing. All indications indicate that the Internet is not only becoming a medium that affects people’s lifestyle, but also may even change the market behavior of the entire manufacturing industry, such as promotion and sales. The rapid growth of online shopping also provides a new possibility for the entire industry's sales channels. In order to help consumers to save more energy and reduce the waste of resources that may be caused in the shopping process, some home building materials brands have also launched their own online shopping platforms. Consumers log on to these network platforms and complete a series of operations such as placing orders and making deposits with just a click of the mouse.
Self-built B2C channel is not ideal
With the domestic lighting lighting online shopping market significantly warming, after the lighting into the e-commerce field after NVC lighting, Op lighting, more and more traditional lighting lighting manufacturers choose to build B2C channels. However, judging from the current situation, self-built B2C lighting lighting manufacturers are still in the initial stage of exploration, and the number is very small, even negligible. The current operation situation of its own B2C platform is far from the original intention of the company, and sales are not optimistic. There are also some of the more personalized lighting companies suffering from too many counterfeit goods, endangering their own interests and channel business, but unfortunately only open B2C platform to resist infringement and propaganda image. Zhang Yalin, general manager of Pinyuan Lighting, said in an interview with the author: “Our online platform is more about displaying our products, not for the purpose of sales and profit. In the past our official website was just the product line model and parameters. Simple listing, now will pay more attention to the user click to watch the experience. "In addition, self-built online store "is based on the needs of diversified channels, but also to meet the needs of segmented consumers."
Many people in the industry told the author: “The sources of online sales channels such as Taobao Mall are circulated from this channel of the website. There are very few customers who place orders from the official website.†But the manufacturers who target the online mall to the sales channels are still "Stretching stage" is struggling. “Frankly speaking, if it is a self-built website for sales, its category is relatively simple. From the browsing and sales data of Taobao.com, it is very unlikely that a consumer purchases a full range of brand products. Therefore, the It is very difficult for brands to support their network sales operation costs,†said Yuan Guilin, general manager of photo-printing lighting. “When sales reach a certain scale, they may face the risk of being out of stock by competitors, and manufacturers’ self-built platforms will be very promising in the future. For a long period of time, it may be based on display products.†In fact, compared with the integrated B2C e-commerce platform such as Taobao Mall, the B2C platform built by lighting lighting manufacturers is in terms of logistics, price, service system, etc. There is no advantage. To support this model of B2C, the logistics platform is a big problem first, B2C distribution itself is to do very fine, and manufacturers can not professional to expand the logistics platform. The second is how to balance the interest relationship between B2C online malls and traditional sales channels. This is not the nerve that can't be touched when it comes to building brand lighting lighting manufacturers for many years.
How to attract popularity for lighting and online marketing?
At present, the number of manufacturers of finished products in the lighting and lighting industry in the country is over 10,000, but there are less than 500 companies that can really name the brand in the industry. Consumers are even less able to say a certain brand in an impressive manner. However, the top ten online lighting stores on the Internet are well known to netizens. There are only four methods for lighting companies to use in Internet marketing: one is to bid for Baidu and other search engines, the other is to advertise on well-known websites and industry websites, and the third is to build online merchants or online shops on B2B and B2C websites. Promote your website or online shop through emails, web forums or SMS.
The most concentrated number is still opening shop on Taobao and other open platforms. According to incomplete statistics, the number of C stores in Taobao sells lights is close to 20,000 (does not rule out the same people repeatedly shop), Taobao Mall has Nearly 150 homes. After all, with the help of the open platform's reputation and popularity accumulated over the years, coupled with appropriate strategies, it is not impossible for sales and images to increase rapidly. But in a sense, in addition to "search engine bidding", lighting companies' marketing promotion is just moving from traditional stores to the Internet. Increasing exposure just satisfies the first step in marketing, that is, Consumers know themselves, but they need more marketing tools to become aware of shopping behavior.
Blue Sea Lighting Co., Limited , http://www.gz-led-light.com