GLII: online shopping market or new battlefield for LED lighting
Open Taobao, enter LED in the search bar, you can find more than 1.2 million search results, from LED bulbs, LED tubes, LED spotlights to LED decorative accessories, etc., the price is from a few yuan, tens of dollars to hundreds Yuan does not wait.
According to the 2010 survey data of the China Consumers Association, with the 1980s and 1990s, the Internet generation has gradually become a consumer, and the rapid development of online media. 52% of consumers said that they obtained the brand information of the lamps through the network, 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.
According to Liu Wei, deputy general manager of Tongfang Lighting Division, in 2011, their monthly sales of LED lights in Jingdong Mall and Taobao.com can reach more than 10,000, accounting for about 15% of their total sales.
Looking at other traditional home-based consumer goods online shopping market, survey data shows that domestic online shopping sales in the field of home building materials, furniture and other sectors accounted for less than 5% of total sales.
According to the reporter's understanding, a number of LED companies, including Tongfang, have already sold their goods through the channels of the online store. According to the research report of the High-tech LED Industry Research Institute, the lighting consumption of most households currently accounts for about 10% of the renovation costs, and the proportion is still rising. The online shopping market is also rapidly becoming one of the new retail sales models for LED lighting products.
Traditional retail channels are limited
For the current LED lighting companies, it is very difficult to let LED lamps quickly enter the distribution channels of traditional lighting fixtures, and the initial capital investment is also very large. And the advantages of low cost and wide coverage as online sales become obvious.
Liu Wei introduced to Gao Gong LED reporters, "Online sales have two characteristics. First, the audience is very wide and there are no regional restrictions. Second, it can achieve flat management and shorten the intermediate circulation."
More importantly, at this stage, it is difficult for ordinary consumers to purchase high-quality LED lights in traditional channels such as department stores or hardware stores. At present, more than 95% of traditional lighting channels in China do not use large-scale sales of LED lighting products. Only a few large supermarkets such as Wal-Mart have several brands of LED bulbs for sale. Therefore, those ordinary consumers who have an understanding of LED lighting can only turn to the Internet to find products, which also caused the current online sales of LED lights.
According to an insider who claimed to be Taobao, they told reporters that they once bought an LED bulb at a price of 39.8 yuan. Group purchase is a means of low-cost promotion of products within a limited time. The price is more than ordinary online shopping. Low), in just a few hours, 7,000 LED bulbs are sold out. In order to meet the requirements of the majority of netizens, Taobao made an emergency replenishment and prepared to launch a second round of group purchase.
He Wenbin, director of operation of Gaogong LED boutique mall, pointed out that online shopping can reduce the purchase cost of goods to end users, and can reduce the minimum cost by 15-30% compared with traditional channels. At the same time, in addition to the sales channel of goods, online sales channels are also a promotion channel for brand promotion and product display. Many companies are very happy to accept this sales model.
According to the survey of high-tech LED reporters, the current online sales pricing of LED lights is generally lower than offline, and enterprises also need to deliver certain management and promotion expenses to third-party trading platforms, so the profit of online transactions is basically offline. The profit is flat or even lower. It is reported that the current profit on the LED light line transaction is maintained at around 20%, and there is still room for decline.
"The price of LED lamps is much higher than that of energy-saving lamps. Consumers accept certain difficulties, so the online transaction volume will not go too fast." Liu Wei pointed out that as prices fall, people's acceptance of LED lights will gradually Increase, but the overall market situation this year is still not optimistic.
As the prices of raw materials and lighting fixtures continue to decline, the market price of LED lamps will continue to decline this year. According to the person in charge of Yang, a small and medium-sized LED lighting company in Shenzhen, from December last year to February this year, the price reduction has reached 20%.
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