[Annual Meeting] The status of e-commerce channel will be "righted"

[Text|High-tech LED reporter fire] In the past two years, lighting e-commerce has got rid of the previous "small three" status and has the "righting" trend, especially with the "double 11" showing explosive growth trend. At present, Sunshine Lighting, Qinshang Optoelectronics, Sanxiong Aurora, and Changfang Lighting have set up flagship stores in Tmall, and no e-commerce has become a trend.

“It is no exaggeration to say that the e-commerce channel will become one of the main terminal sales channels, and the proportion of retail channels will rise, but the importance is lower than the traditional lighting era; the proportion of engineering channels will drop rapidly, and the O2O channel is just beginning to explore. The company started to try.” Dr. Zhang Xiaofei, Chairman of Gaogong LED, analyzed the channel reform at the 2014 Annual Meeting of the High-tech LED--"On the Road to the Industry Strategy", and considered that the e-commerce channel has been "upper".

This year's "Double 11" war has subsided, and Op Lighting has once again "reigned the champion" with a sales performance of nearly 90 million yuan. NVC, Oduo, Philips, Oslo, and Shiyuan are closely behind, these six flagship stores Sales have exceeded the 10 million mark. The sales of 55 lighting stores represented by Panasonic, Kolo and Chau Ming Hanyuan all exceeded one million.

From this list, we can find that Philips lighting, which is a separate company, is on the rise. In addition, it is still an old face.

According to Tmall data, the best-selling product on the Taobao Tmall platform is an LED ceiling lamp, accounting for more than 50% of transactions. The original price of 10W modern minimalist LED ceiling lamp is 149 yuan, and the price of "double eleven" is only 49 yuan. The number of transactions of this lamp exceeded 27,000 in November, of which "Double Eleven" was sold on the same day. More than 8,000 pieces.

Many companies believe that "Double Eleven" is just a large-scale promotion. The real purpose is not to sell more products, but to reorganize brands and channels, and to build on them. However, e-commerce has caused a real impact on dealers.

In terms of physical enterprises, more and more traditional-scale enterprises such as Sunshine, NVC, Op, Philips, Chau Ming, Fo Zhao and Benbang have begun to vigorously deploy e-commerce. Foshan Lighting has revealed that it has to give certain policies to e-commerce dealers. Support and ensure its development. On the one hand, it is the active layout of enterprises. On the one hand, the profits of traditional lighting dealers are constantly being eaten by e-commerce.

From the current momentum of the development of the e-commerce industry, the gradual e-commerce of the physical channel is the only way to do it, sooner or later. The biggest challenge for traditional offline enterprises is how to balance the development of e-commerce and maintain the interests of dealers, and let the three channels of e-commerce, specialty stores and hypermarkets develop synergistically?

At present, most companies basically adopt the agency distribution model, which forms a triangle relationship between factories (brands), dealers (agents) and stores.

To put it simply: the store rents out the operating mall, the agent pays the rent to the store, the manufacturer supplies the agent and supports the security system.

Therefore, most dealers are afraid to make e-commerce channels with great fanfare. In particular, brand lighting agents, in the absence of the manufacturer's authorization, generally can not put the products on the Internet to sell, only by the manufacturers to lead the establishment of e-commerce centers, unified coordination, unified pricing.

On the other hand, most dealers need to give the middlemen a certain rebate when they cooperate with the decoration company and the construction engineering company, so the price cannot be completely transparent.

In the case that the short-term lighting online channel can not replace the offline channel, the price of the lighting product is transparent and requires a relatively long process.

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