[Text / high-tech LED reporter Luo Shenghua] In the market economy environment, no matter which industry you are in, the brand will be the core competitiveness of the company, which is the same for the lighting industry. Among them, the channel as the specific embodiment of the brand influence and the way to build, the effect on the brand is very obvious.
Currently, the channels of the lighting industry mainly include offline distribution and engineering channels as well as online e-commerce channels. Offline channels are currently the mainstream sales method. Although the trading behavior is direct, the construction cost of the store is too large, and most of the channel resources are monopolized by traditional predators such as NVC and Philips. It is difficult for small and medium-sized lighting companies to intervene. .
Under this circumstance, e-commerce channel as a relatively new channel mode has become an ideal choice for many LED lighting companies. However, although the e-commerce channel has obvious advantages, whether it can completely replace the traditional channels remains to be discussed.
Offline channels can be subdivided into retail, wholesale, engineering, hardware stores, commercial supermarkets, design institutes and other channels. Although e-commerce currently has the greatest impact on retail and wholesale, it has limited impact on other channels. In addition, for the LED lighting industry, there are various services such as installation and after-sales, which is a difficult problem to be solved by the e-commerce channel.
There are advantages and disadvantages between offline channels and e-commerce channels. Can there be a new type of channel to compensate for the shortcomings between offline and e-commerce, and combine the advantages of offline channels and e-commerce channels? The O2O model came into being.
The 2014 High-tech New Year Forum with the theme of “The Next Competition Point for LED Lighting†– “LED Lighting E-Commerce and Supply Chain Integration Summit†will be held on February 23 (Sunday) at the Manjiang Red Hall on the third floor of Shangri-La Hotel, Pazhou, Guangzhou. Held.
On the morning of the 23rd, LED lighting e-commerce special session, guests from Tsinghua Tongfang, Guangyin Lighting, Kasman and Pinto will give a keynote speech on how to create a marketing model transformation of offline channels, e-commerce and mobile Internet modes. .
The core of the O2O model is to bring consumers to the real store, pay for the goods online, and then go to the offline store to enjoy the service. O2O combines the advantages of low-cost communication of e-commerce channels, and combines the advantages of traditional channel services and experiences to cater to the needs of users and build brands at minimal cost.
“O2O mode is actually a new channel model. Channels are the same as brands, markets, products, teams, R&D, production, finance, etc., but they are part of the business operation, but in the current market economy. The channel is particularly important. "Guangzhou Ka Shiman lighting product manager Gu Baoqiang told reporters.
It is understood that Kasman currently focuses on LED downlights, spotlights and other categories. Last year, the company broke through 10 million in the field of e-commerce sales and gained a place on Taobao. In order to expand the brand influence, in the future, Kasman will continue to strengthen investment in the e-commerce field and gradually develop offline channels. In terms of product lines, Kasman will also expand into areas such as light strips and ceiling lamps.
In the investment structure of Tsinghua Tongfang, LED accounts for a large proportion, and in its channel construction strategy, Tsinghua Tongfang Lighting Division Liu Wei also recognizes O2O's marketing model. Liu Wei believes that the best way for traditional channels and e-commerce to cooperate is to adopt online sales and offline services, and regard traditional channels as the logistics and experience centers of e-commerce, and e-commerce as a traditional channel for trading and promotion. window.
Although O2O has obvious advantages, the construction of O2O is not a one-off. To form a functioning O2O organic system, enterprises need to combine product development, price positioning, promotion development, and supply chain follow-up.
“I believe that O2O should be a cooperative project, uniting dealers, suppliers, business operations teams, and even investment institutions and government agencies, etc. Forming dealers to contribute sales channels and market feedback, suppliers guarantee product supply, enterprises The operation team is responsible for the overall operation and brand building, the investment institutions provide financial support, and the government is responsible for the macro-control and policy support cooperation methods. Only in this way can we effectively avoid their weaknesses and shortcomings and achieve a win-win situation.†Gu Baoqiang said.
Currently, the channels of the lighting industry mainly include offline distribution and engineering channels as well as online e-commerce channels. Offline channels are currently the mainstream sales method. Although the trading behavior is direct, the construction cost of the store is too large, and most of the channel resources are monopolized by traditional predators such as NVC and Philips. It is difficult for small and medium-sized lighting companies to intervene. .
Under this circumstance, e-commerce channel as a relatively new channel mode has become an ideal choice for many LED lighting companies. However, although the e-commerce channel has obvious advantages, whether it can completely replace the traditional channels remains to be discussed.
Offline channels can be subdivided into retail, wholesale, engineering, hardware stores, commercial supermarkets, design institutes and other channels. Although e-commerce currently has the greatest impact on retail and wholesale, it has limited impact on other channels. In addition, for the LED lighting industry, there are various services such as installation and after-sales, which is a difficult problem to be solved by the e-commerce channel.
There are advantages and disadvantages between offline channels and e-commerce channels. Can there be a new type of channel to compensate for the shortcomings between offline and e-commerce, and combine the advantages of offline channels and e-commerce channels? The O2O model came into being.
The 2014 High-tech New Year Forum with the theme of “The Next Competition Point for LED Lighting†– “LED Lighting E-Commerce and Supply Chain Integration Summit†will be held on February 23 (Sunday) at the Manjiang Red Hall on the third floor of Shangri-La Hotel, Pazhou, Guangzhou. Held.
On the morning of the 23rd, LED lighting e-commerce special session, guests from Tsinghua Tongfang, Guangyin Lighting, Kasman and Pinto will give a keynote speech on how to create a marketing model transformation of offline channels, e-commerce and mobile Internet modes. .
The core of the O2O model is to bring consumers to the real store, pay for the goods online, and then go to the offline store to enjoy the service. O2O combines the advantages of low-cost communication of e-commerce channels, and combines the advantages of traditional channel services and experiences to cater to the needs of users and build brands at minimal cost.
“O2O mode is actually a new channel model. Channels are the same as brands, markets, products, teams, R&D, production, finance, etc., but they are part of the business operation, but in the current market economy. The channel is particularly important. "Guangzhou Ka Shiman lighting product manager Gu Baoqiang told reporters.
It is understood that Kasman currently focuses on LED downlights, spotlights and other categories. Last year, the company broke through 10 million in the field of e-commerce sales and gained a place on Taobao. In order to expand the brand influence, in the future, Kasman will continue to strengthen investment in the e-commerce field and gradually develop offline channels. In terms of product lines, Kasman will also expand into areas such as light strips and ceiling lamps.
In the investment structure of Tsinghua Tongfang, LED accounts for a large proportion, and in its channel construction strategy, Tsinghua Tongfang Lighting Division Liu Wei also recognizes O2O's marketing model. Liu Wei believes that the best way for traditional channels and e-commerce to cooperate is to adopt online sales and offline services, and regard traditional channels as the logistics and experience centers of e-commerce, and e-commerce as a traditional channel for trading and promotion. window.
Although O2O has obvious advantages, the construction of O2O is not a one-off. To form a functioning O2O organic system, enterprises need to combine product development, price positioning, promotion development, and supply chain follow-up.
“I believe that O2O should be a cooperative project, uniting dealers, suppliers, business operations teams, and even investment institutions and government agencies, etc. Forming dealers to contribute sales channels and market feedback, suppliers guarantee product supply, enterprises The operation team is responsible for the overall operation and brand building, the investment institutions provide financial support, and the government is responsible for the macro-control and policy support cooperation methods. Only in this way can we effectively avoid their weaknesses and shortcomings and achieve a win-win situation.†Gu Baoqiang said.
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