With the rise of e-commerce, online shopping has begun to flourish and penetrate into the life. For the LED industry that pays attention to “channel wins, terminals are kingsâ€, many companies are beginning to explore how to transition from traditional channels to e-commerce in the current stage of channel competition.
At present, the price of LED display is currently chaotic, the quality of products is diverse, each market is different, some do high-end products, some do mid-end products, some do wholesale channels to customers... LED product tradition The channel was blocked, and the pressure on LED companies was huge. Finally, the “touch network†was chosen and the e-commerce model was put into use. E-commerce can get the favor of LED companies. Naturally, it has its merits. Using good e-commerce channels will bring a new development path for enterprises.
E-commerce channel, the first choice for emerging small and medium-sized enterprises
With the rise of e-commerce channels, new sales opportunities for many LED companies, especially emerging small and medium-sized LED companies.
Allan Leighton, the former chairman of Royal Mail, once said: In times of uncertainty, good companies need to be focused, active and decisive, rather than implementing an ostrich policy or a wait-and-see strategy. Therefore, compared with the brand enterprises that look after the future, small and medium-sized enterprises will surely be the best practitioners of LED display e-commerce.
The mainstream of traditional offline LED sales is government procurement, large project engineering, design institutes and designer channels. For emerging small and medium-sized enterprises, there are often not many achievements in traditional channels, and they have perfect sales. For the old companies in the channel, even if the emerging enterprises get together in the traditional LED channel sales, even if they are not directly KO, they will not occupy too much channel advantage.
In addition, the company opens a direct sales store, and only rents the store to eat nearly half of the profit of the store, and this does not include the cost of renovation in the previous period, and the labor cost brought about by the continuous operation of the store. For the emerging small and medium-sized LED enterprises, at the beginning of the establishment, there is no big money to support. What is important is that it is not effective to open ten direct-operated stores. It needs to complete the regional coverage of large and medium-sized cities across the country. The cost of completing the national coverage is not affordable for emerging small and medium-sized LED companies. Pan Yanwei, manager of Tongpu Technology Marketing Department, said that “the current Huaqiang North LED trading center has reached 400 yuan/m2 per month, which is very stressful for enterprises.â€
On the other hand, the e-commerce channel has no geographical restrictions, a wide audience, shortened intermediate circulation links, low initial construction cost, large profit margin, short return time, and easier flat management.
From the perspective of LED companies themselves, emerging companies and brands do not have mature and stable sales channels, and rarely get engineering orders. Online sales are mainly targeted at C-end customers, and e-commerce channels are low-cost and widely covered. For them to quickly open the way to seize the market provides a good opportunity. Therefore, e-commerce channels are favored by emerging LED companies.
Channel segmentation, new product promotion preferred e-commerce
Qian Qibo, general manager of Taobao Hangzhou Operations Center, once said that corporate marketing has always focused on consumer-centered sales, not e-commerce and physical business, but the brand and product itself, e-commerce and physical business are just Only the sales channel, there is no one who wins, who loses, but the integration brings benefits to consumers. E-commerce brings people the convenience of time, the spatial experience brought by the physical business, and the balance of reality and reality is the law of change.
To achieve such a state of virtual and real balance, it is especially important to do a good job of channel segmentation. Different products are launched for different channels, and for the initial sales of new products, e-commerce is easier.
Generally speaking, after the development of new LED products, if it is promoted in the traditional channels, most LED companies will introduce new products at the new product launch conference, invite the corresponding dealers to watch the new product effects, and such a link often requires a cycle. Longer, on the other hand, with the development of LED technology, many new products will be copied by other companies soon after the launch, so the promotion of new products needs to be fast, which is difficult to achieve by traditional channels. The e-commerce model does not require the sale and promotion of many service products, and the cost and investment are relatively low, which is beneficial to the price advantage, and can promote the new products at the fastest speed at the lowest price.
In addition, the online store must be full-time, part-time can also, only need to be responsible for the promotion of enterprise products, part-time online store new product promotion, and the online store's freedom of operation time is also greater, the company can be free According to the needs of product promotion, carry out some new product promotion activities in the online store. The most important thing is that the online store is a never-closed store, covering the whole world. Users all over the country can watch the new LED products launched by the company 24 hours a day.
LED products promote the civilian market, e-commerce or mainstream
As of September 26, 2014, in Taobao input "LED display" keywords, there will be 73,500 treasures, and in the Jingdong Mall search "LED display", also up to 1119 items, from the above, the traditional In addition to the channels, LED companies are also actively building e-commerce channels.
At present, the mainstream view is that the future LED enterprise sales should be the integration of online and offline. Because for the LED civilian market, the e-commerce channel is complementary to each other, and the continuous improvement of the e-commerce channel can promote the exploration of the civilian market, and the growth of the civilian market can in turn promote the prosperity of the e-commerce channel.
According to the China IT Research Center, the number of online shopping in China will reach 310 million by the end of 2013, and it will continue to maintain rapid growth. Among the 310 million online shopping users, according to statistics, the main consumer group has a monthly income of 3,000 to 10,000 yuan. Netizens. Although such a range of income wants to buy a good LED display in the online store is somewhat reluctant, but with the technical improvement of LED products, the stability of quality and the bottom of the price, it will also contribute to the civilian demand. rise rapidly.
Industry insiders predict that LED will enter the civilian market on a large scale in the past one or two years. As more and more enterprises compete in this field, the price of LED products will decline.
A major factor hindering the large-scale application of LED display products is the price, and once the cost of LED display is greatly reduced, it will inevitably accelerate the popularization of LED display products. Under such a large-scale popularization situation, e-commerce has its huge consumption. The advantages of group, wide radiation and convenient and affordable, large-scale, standardized online sales, cater to a fast-paced life in the 21st century, satisfying consumers' "lazy" mentality, or will become the future LED product push The mainstream of the civilian market.
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