This year's double 11-day cat transaction volume reached 102.7 billion yuan, a record high. This "festival" has set up a bridge between manufacturers and consumers. Every year, behind the turnover of Tianren, it is actually the competition among brands, and the platform has become the biggest beneficiary.
After years of development, Guanhua Lighting has also kept pace with the times in recent years, and has developed vigorously online and offline. In this issue, Yu Huasheng, chairman of Guanhua Lighting, shared his views on e-commerce with the author.
Talking about "Double 11"
According to Mr. Yu, if the brand can “show a face†to consumers on such large platforms as Tmall and Jingdong, it is extremely difficult.
First of all, this kind of construction system has a relatively perfect platform and has high requirements for the brand. According to common sense, the higher the top ranked brands, the more opportunities consumers have to be viewed and the higher the browsing rate, the more opportunities they will have to close.
The platform has high requirements for the brand, indicating that the e-commerce competition is very intense. The whole store price cuts, the launch of explosives, gifts and so on are common promotional means, and in the face of some rumors such as "factory in order to 'double 11' rushing performance, requiring dealers to order online, and then brushing", Yu Zong Said that this is what the layman said, this situation generally does not happen.
The reason is that many manufacturers, including home appliances, and online and offline products are not overlapping, and the product lines are staggered, which is more conducive to protecting physical stores. Another situation is that some brands of some product lines are relatively fixed, they adopt the strategy of selling online and offline at the same price, the purpose is to ensure offline sales.
E-commerce difficulty
For the lighting industry, the difficulty of e-commerce is reflected in several aspects.
First, the platform with a large customer base is high on the brand. The advantage of B2C is that these platforms are large, with many brands and rich products. In addition to going to physical stores, consumers basically choose these platforms. Therefore, such platforms also have the need to support large brands.
Like Opt, NVC, etc., some large platforms will have corresponding preferential policies, such as free entry. If other brands want to receive the same "treatment", they must first apply for a series of "examinations" such as application, assessment, sales, product inspection, and after-sales.
If the rigorous assessment can be passed, the platform will support these brands, such as placing the brand on the home page, so that it can get a chance to “meet†with the consumer.
Second, the inventory pressure is too great. This year's industry "black horse" product lighting event is embarrassing, the reason is that "inventory" has become a "murderer."
For example, Yu Zong, like some e-commerce large-scale promotional activities, inventory should be prepared to more than double the estimated sales. If the sales are not as good as expected, the consequences will be embarrassing, and even become the "last straw to crush the camel."
Coupled with the special nature of lighting products, the "7 days unconditional return" policy has also put a lot of pressure on businesses.
Third, the need for professional team operations. There are more and more people who buy online lamps. In the lighting industry, there are quite a few brands of pure e-commerce. Such enterprises are large in volume, but they are also very expensive. The e-commerce platform needs a professional team to operate, and at the same time, the investment in this area is also huge.
Actual combat O2O
Guanhua's mobile APP was officially launched this year. According to Mr. Yu, this mobile app was developed, mainly for Guanhua dealers. To be such a B2B platform, in addition to facilitating customers from all over the country to place orders and prevent customer loss, it is also convenient to attract investment. At present, dealers have placed orders on the APP, in addition to the stores, as well as retail customers.
In summary, for many enterprises, the e-commerce road is not easy. Guanhua Lighting is an enterprise that has advantages under the line, laying a good foundation for the development of the Internet + model. In the future, Guanhua Lighting will continue to take advantage of the fast and accurate advantages of the Internet + to serve the majority of dealers.
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