[Text|High-tech LED Zhongshan Station reporter Zhou Jianhua] From the physical project to the network e-commerce, from the grassroots online shop to the single product king, from the painstaking management of the brand to the knee-knee capital mergers and acquisitions. Hanyuan Lighting has experienced the life course of transformation, re-starting business, being king, and being "invited". This is enough to allow it to be discussed as a representative of the e-commerce case.
Sales shrink ninety percent <br> <br> Some people may ask: Why is John source? Isn't it more meaningful to interpret Otto and Op?
Relatively speaking, Otto, the former Amoy brand, is still struggling to find a breakthrough, but there is no attempt to change it. It is only extended to the field of home decoration; and Op, which is close to the mass brand, has gradually stepped forward. Into the capital market, it is true that online sales performance is heating up rapidly, but its personal life is still tied to traditional physical channels.
The experience of Hanyuan Lighting is precisely: Tmall has a lot of checks and balances from supporting virtual Tao brand, attracting manufacturing companies to go online, to lean towards traditional physical brands, and to pursue a strategic period of 020 to create a multi-ecosystem. And this should be the first round of deployment of the Tmall Mall under the Ali Group.
By the way, it is also very important: Hanyuan is the first new light source on the back of the "touching the net".
It can be seen that the fullness of the life cycle of the Hanyuan is enough to make it a good teaching material, or a "specimen" that must be referenced by later generations.
"Specimen", using this term to describe the former "fighting king" in the field of LED products, seems too harsh.
Four years after starting a business, the four-faced "Overlord" has a different choice. There is no such thing as a staunch in history. Moreover, there is no need to play "self-defeating" in the mall. Even when it comes to the "Wujiang River", there is a capital "sea boat" next to it. As long as there is goods or "shells", it can still be lowered. Now, Hanyuan is on the listed capital ship of Zhou Ming, and the final outcome has not yet been known.
Not busy debate, let us take a look at a set of data comparison: June 1 to June 30, 2013, Hanyuan Lighting Tmall store turnover reached 96,210,081 yuan, conversion rate of 4.75%, customer unit price also has 280 yuan In the same period of 2014, the three groups of data fell sharply, respectively: 975,001 yuan, 3.53%, 213 yuan.
The reason for choosing June is because it is not the trading period between the lighting manufacturers, but it is the first round of the terminal home improvement consumer trading (the second half is generally in December).
In just one year, the transaction volume of Hanyuan Lighting has shrunk by 90%. The author also sampled and compared other months, and the situation is much the same.
Let's take another look at another set of data comparisons: In the last month, consumers' search index for “Hanyuan†keywords was 1011% lower than Ou Duo, 2788% lower than Opp, and 55.4% lower than the same period. .
Although the search index is not the same as the number of searches, it is an indexed search volume that truly reflects the search trend.
Before I wrote an article about the case of enterprise-one lighting: a certain period of time does not grow or even decline is not shameful, long time less people pay attention or no one thinks the most terrible.
At this point, the author believes that there may be many people who continue to use Hanyuan as a benchmark, but few people will have a strong objection to becoming a "specimen".
According to the official website, Hanyuan Lighting was born in Shanghai, and was mainly engaged in office buildings and municipal lighting projects from 2005 to 2009.
In 2007, the predecessor of “Taobao Mallâ€, “Brand Mallâ€, began trial operation. Unlike the current Tmall, all the sellers at that time were willing to pay if they were willing to pay 200 yuan per month for rent, which met certain threshold conditions. After that, the project has been suspended and dissipated, and the personnel are separated. Until July 2009, Taobao Mall was re-opened as an independent department.
At that time, the decoration style of the home gradually turned to modern simplicity, advocating colorful personality. And when the LED line is, it is the project is gradually hot, and the home is in the ascendant. Alternatives such as lamp strips, bulbs, tubes, spotlights, ceiling lamps, etc. are less competitive, and the profits are large.
Hanyuan also has the courage of “willingâ€. Although the project should be more fragrant at the time, it can “deprecate the real thing†and clean up the mood. Two months later, it officially entered the mall platform.
Since then, the category of lamps and lanterns has set off a “Hanyuan wave†that has been blowing for four years.
Behind the TOP brand , after the 2009 Taobao Mall lighting category, there have been “potential stocks†such as Guangyin, Ao Duo, Han Yuan, Op, Donglian, etc., “Taiwan-style charging†and “behind-the-scenes strategicâ€. The leverage adjustment will naturally start again.
What does “leverage†mean here? To make a simple metaphor: Just like we play mahjong, mahjong itself is a "bureau". With the terms and "organs" in the "bureau", everyone is more interesting to play, and of course, more cruel.
If you don't dig a hole in the lake first, how can the followers go through the squatting; if you don't support the benchmark first, how can you voluntarily burn money to fight for the upstream? How do you organize the will and value of the builder without controlling the competitive leverage?
The seemingly mature, transparent and fair mall platform is also adhering to the looming "selfishness" and "catty". The big and small brands that are trapped and survived are like a piece in a certain sense.
Of course, the "market leader" wants to cultivate you, naturally it depends on whether you are rooted in Miaohong (no fakes have strength), whether it is obedient and obedient (the new project does not care for white mice), whether it is non-primary silk (what is the time? Playing, the cost of the sale can only be spent.
The above-mentioned "leverage" is a catalyst. Just like the lifting and balancing of the light and the Olympics under the control of the platform, Hanyuan and later "Hanyuan" have been unexpectedly developed.
At the beginning, Hanyuan Mall was a big-name brand to do circulation, acting as the switch socket of Siemens. After testing the water effect, the joint supplier launched the first LED product--warm light strip. Going this step marks the entry of Hanyuan Lighting from the physical engineering business into the e-commerce home lighting.
So, what will Otto and Opp do in the future when they compete with Hanyuan for quite some time?
Oduo, is the "sister" of Hanyuan, and has been involved in the B2C model of Taobao Mall for a year. In 2009, Oduo received a "scholarship" - selected into the top brand of the Amoy brand. By 2010, it became the "Student Council President" - the first in the sales of Taobao home building materials category. All along, Oduo has not obviously created a single item (except for promotional explosions), but relies on the concept of design and atmosphere to fully bloom in the field of home lighting.
Op, the industry's friends know that this is the leader in the offline home lighting brand. Legend has it that in 2009, it was also “electric shockâ€. It was only the offline merchants protesting (it became its wing of soaring in the future), and the traditional “lighting†of the traditional lighting inventory, the weight-bearing move forward, the e-commerce project had to be shelved. Until the opening of its official flagship store in Taobao Mall in 2010, the company gradually reorganized its products from internal products to channel policies for a year.
We conclude that during this period of time, in addition to the above-mentioned "leverage" effect, Han originated from the nature of the body is the most critical: Hanyuan to eat the e-commerce and home improvement trends, set the LED products do not relax. And other non-large competitors are also worried about "chai rice oil salt", everyone is at a similar starting line, resistance is not big.
Hanyuan positioning is relatively accurate, locking single items, doing large-scale; cutting into the middle, 挟 LED; Shanghai facade, Zhongshan procurement; production area warehousing, marketing Jiangsu and Zhejiang; online distribution, platform chain and other strategies to make it successful in 2010 In the two years since the beginning of 2011, we will continue to grow and grow rapidly.
Let's take a look at the transcripts handed out by the Hanyuan midterm exam:
In 2010, Hanyuan launched the first high-power LED bulb and integrated LED ceiling light, completing the first LED home auxiliary lighting product line combination of light strip, ceiling light and light bulb. In August of the same year, the network distributor system was established, and the improved promotion strategy under the offline line was started, and the scale was gradually formed. In that year, it was the first to sell the LED lights category in the mall.
In 2011, Hanyuan upgraded its fist product light strips - using patch technology. Not satisfied with online marketing, began to follow Taobao Mall to enter the "Love Hive" offline experience hall; November 11th, set a record high in single-day turnover, sold 917,000 yuan; the same year, the first LED lamp sales of the platform .
It’s a rhythm of “nothing to stopâ€.
Time came to the turning point of 2012, the end of the world did not come as expected, but the e-commerce B2C platform ushered in a boom. On January 11, 2012, Taobao Mall officially changed its name to "Tmall". On November 11, Tmall made a big profit by the Singles Day, claiming to sell 13.2 billion yuan that day, three times the previous year, setting a world record. Although Taobao began to hold promotions on “Single Day†in 2009, it has also become a sales legend since 2012.
At that time, Tmall's sales reached 200 billion yuan, enough to look forward to self-improvement. But at the same time, it is different from the platform type B2C shopping websites such as Tmall and Dangdang. Other self-operated companies such as Jingdong, Suning Tesco, Amazon China, Yixun.com, No. 1 shop, Fanke (vertical type), Vipshop The meeting, Jumeiyoupin, and I bought the net have risen successively, and divided the market segments and transactions of the corresponding segment categories, such as Jingdong, which exceeded 60 billion yuan.
There are more forests, and the chicks have grown up. Naturally, they will not be attached to a platform, and they will be at their mercy. What's more, the support policies of other platforms for mature Amoy brands are tempting, and they are no less than the “de-filming†concessions for attracting customers from all over the industrial parks.
In March 2012, Hanyuan entered the Jingdong Mall, Amazon, No. 1 Store, etc., and began multi-platform chain sales. During this time, like its marketing, the context of Hanyuan products has been clearly formed, forming a home-assisted lighting system such as a light strip-light cup-bulb-ceiling light-spotlight, single item size, interlocking, each one The launch of the series is gradual.
In the face of changes in the objective environment of the periphery, the 020 concept gradually formed, and the "adult children" began to have more ideas, and Tmall's leverage was adjusted again. This time, we have aimed at the “traditional†brand that has accumulated many years of physical channels under the Shenzhen-Guangzhou line.
Individual and platform concerns brought about by dramatic changes have already emerged.
Sales shrink ninety percent <br> <br> Some people may ask: Why is John source? Isn't it more meaningful to interpret Otto and Op?
Relatively speaking, Otto, the former Amoy brand, is still struggling to find a breakthrough, but there is no attempt to change it. It is only extended to the field of home decoration; and Op, which is close to the mass brand, has gradually stepped forward. Into the capital market, it is true that online sales performance is heating up rapidly, but its personal life is still tied to traditional physical channels.
The experience of Hanyuan Lighting is precisely: Tmall has a lot of checks and balances from supporting virtual Tao brand, attracting manufacturing companies to go online, to lean towards traditional physical brands, and to pursue a strategic period of 020 to create a multi-ecosystem. And this should be the first round of deployment of the Tmall Mall under the Ali Group.
By the way, it is also very important: Hanyuan is the first new light source on the back of the "touching the net".
It can be seen that the fullness of the life cycle of the Hanyuan is enough to make it a good teaching material, or a "specimen" that must be referenced by later generations.
"Specimen", using this term to describe the former "fighting king" in the field of LED products, seems too harsh.
Four years after starting a business, the four-faced "Overlord" has a different choice. There is no such thing as a staunch in history. Moreover, there is no need to play "self-defeating" in the mall. Even when it comes to the "Wujiang River", there is a capital "sea boat" next to it. As long as there is goods or "shells", it can still be lowered. Now, Hanyuan is on the listed capital ship of Zhou Ming, and the final outcome has not yet been known.
Not busy debate, let us take a look at a set of data comparison: June 1 to June 30, 2013, Hanyuan Lighting Tmall store turnover reached 96,210,081 yuan, conversion rate of 4.75%, customer unit price also has 280 yuan In the same period of 2014, the three groups of data fell sharply, respectively: 975,001 yuan, 3.53%, 213 yuan.
The reason for choosing June is because it is not the trading period between the lighting manufacturers, but it is the first round of the terminal home improvement consumer trading (the second half is generally in December).
In just one year, the transaction volume of Hanyuan Lighting has shrunk by 90%. The author also sampled and compared other months, and the situation is much the same.
Let's take another look at another set of data comparisons: In the last month, consumers' search index for “Hanyuan†keywords was 1011% lower than Ou Duo, 2788% lower than Opp, and 55.4% lower than the same period. .
Although the search index is not the same as the number of searches, it is an indexed search volume that truly reflects the search trend.
Before I wrote an article about the case of enterprise-one lighting: a certain period of time does not grow or even decline is not shameful, long time less people pay attention or no one thinks the most terrible.
At this point, the author believes that there may be many people who continue to use Hanyuan as a benchmark, but few people will have a strong objection to becoming a "specimen".
According to the official website, Hanyuan Lighting was born in Shanghai, and was mainly engaged in office buildings and municipal lighting projects from 2005 to 2009.
In 2007, the predecessor of “Taobao Mallâ€, “Brand Mallâ€, began trial operation. Unlike the current Tmall, all the sellers at that time were willing to pay if they were willing to pay 200 yuan per month for rent, which met certain threshold conditions. After that, the project has been suspended and dissipated, and the personnel are separated. Until July 2009, Taobao Mall was re-opened as an independent department.
At that time, the decoration style of the home gradually turned to modern simplicity, advocating colorful personality. And when the LED line is, it is the project is gradually hot, and the home is in the ascendant. Alternatives such as lamp strips, bulbs, tubes, spotlights, ceiling lamps, etc. are less competitive, and the profits are large.
Hanyuan also has the courage of “willingâ€. Although the project should be more fragrant at the time, it can “deprecate the real thing†and clean up the mood. Two months later, it officially entered the mall platform.
Since then, the category of lamps and lanterns has set off a “Hanyuan wave†that has been blowing for four years.
Behind the TOP brand , after the 2009 Taobao Mall lighting category, there have been “potential stocks†such as Guangyin, Ao Duo, Han Yuan, Op, Donglian, etc., “Taiwan-style charging†and “behind-the-scenes strategicâ€. The leverage adjustment will naturally start again.
What does “leverage†mean here? To make a simple metaphor: Just like we play mahjong, mahjong itself is a "bureau". With the terms and "organs" in the "bureau", everyone is more interesting to play, and of course, more cruel.
If you don't dig a hole in the lake first, how can the followers go through the squatting; if you don't support the benchmark first, how can you voluntarily burn money to fight for the upstream? How do you organize the will and value of the builder without controlling the competitive leverage?
The seemingly mature, transparent and fair mall platform is also adhering to the looming "selfishness" and "catty". The big and small brands that are trapped and survived are like a piece in a certain sense.
Of course, the "market leader" wants to cultivate you, naturally it depends on whether you are rooted in Miaohong (no fakes have strength), whether it is obedient and obedient (the new project does not care for white mice), whether it is non-primary silk (what is the time? Playing, the cost of the sale can only be spent.
The above-mentioned "leverage" is a catalyst. Just like the lifting and balancing of the light and the Olympics under the control of the platform, Hanyuan and later "Hanyuan" have been unexpectedly developed.
At the beginning, Hanyuan Mall was a big-name brand to do circulation, acting as the switch socket of Siemens. After testing the water effect, the joint supplier launched the first LED product--warm light strip. Going this step marks the entry of Hanyuan Lighting from the physical engineering business into the e-commerce home lighting.
So, what will Otto and Opp do in the future when they compete with Hanyuan for quite some time?
Oduo, is the "sister" of Hanyuan, and has been involved in the B2C model of Taobao Mall for a year. In 2009, Oduo received a "scholarship" - selected into the top brand of the Amoy brand. By 2010, it became the "Student Council President" - the first in the sales of Taobao home building materials category. All along, Oduo has not obviously created a single item (except for promotional explosions), but relies on the concept of design and atmosphere to fully bloom in the field of home lighting.
Op, the industry's friends know that this is the leader in the offline home lighting brand. Legend has it that in 2009, it was also “electric shockâ€. It was only the offline merchants protesting (it became its wing of soaring in the future), and the traditional “lighting†of the traditional lighting inventory, the weight-bearing move forward, the e-commerce project had to be shelved. Until the opening of its official flagship store in Taobao Mall in 2010, the company gradually reorganized its products from internal products to channel policies for a year.
We conclude that during this period of time, in addition to the above-mentioned "leverage" effect, Han originated from the nature of the body is the most critical: Hanyuan to eat the e-commerce and home improvement trends, set the LED products do not relax. And other non-large competitors are also worried about "chai rice oil salt", everyone is at a similar starting line, resistance is not big.
Hanyuan positioning is relatively accurate, locking single items, doing large-scale; cutting into the middle, 挟 LED; Shanghai facade, Zhongshan procurement; production area warehousing, marketing Jiangsu and Zhejiang; online distribution, platform chain and other strategies to make it successful in 2010 In the two years since the beginning of 2011, we will continue to grow and grow rapidly.
Let's take a look at the transcripts handed out by the Hanyuan midterm exam:
In 2010, Hanyuan launched the first high-power LED bulb and integrated LED ceiling light, completing the first LED home auxiliary lighting product line combination of light strip, ceiling light and light bulb. In August of the same year, the network distributor system was established, and the improved promotion strategy under the offline line was started, and the scale was gradually formed. In that year, it was the first to sell the LED lights category in the mall.
In 2011, Hanyuan upgraded its fist product light strips - using patch technology. Not satisfied with online marketing, began to follow Taobao Mall to enter the "Love Hive" offline experience hall; November 11th, set a record high in single-day turnover, sold 917,000 yuan; the same year, the first LED lamp sales of the platform .
It’s a rhythm of “nothing to stopâ€.
Time came to the turning point of 2012, the end of the world did not come as expected, but the e-commerce B2C platform ushered in a boom. On January 11, 2012, Taobao Mall officially changed its name to "Tmall". On November 11, Tmall made a big profit by the Singles Day, claiming to sell 13.2 billion yuan that day, three times the previous year, setting a world record. Although Taobao began to hold promotions on “Single Day†in 2009, it has also become a sales legend since 2012.
At that time, Tmall's sales reached 200 billion yuan, enough to look forward to self-improvement. But at the same time, it is different from the platform type B2C shopping websites such as Tmall and Dangdang. Other self-operated companies such as Jingdong, Suning Tesco, Amazon China, Yixun.com, No. 1 shop, Fanke (vertical type), Vipshop The meeting, Jumeiyoupin, and I bought the net have risen successively, and divided the market segments and transactions of the corresponding segment categories, such as Jingdong, which exceeded 60 billion yuan.
There are more forests, and the chicks have grown up. Naturally, they will not be attached to a platform, and they will be at their mercy. What's more, the support policies of other platforms for mature Amoy brands are tempting, and they are no less than the “de-filming†concessions for attracting customers from all over the industrial parks.
In March 2012, Hanyuan entered the Jingdong Mall, Amazon, No. 1 Store, etc., and began multi-platform chain sales. During this time, like its marketing, the context of Hanyuan products has been clearly formed, forming a home-assisted lighting system such as a light strip-light cup-bulb-ceiling light-spotlight, single item size, interlocking, each one The launch of the series is gradual.
In the face of changes in the objective environment of the periphery, the 020 concept gradually formed, and the "adult children" began to have more ideas, and Tmall's leverage was adjusted again. This time, we have aimed at the “traditional†brand that has accumulated many years of physical channels under the Shenzhen-Guangzhou line.
Individual and platform concerns brought about by dramatic changes have already emerged.
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