LED e-commerce secret "weapons": energy-saving cost-effective and added value

This year's double eleven, the sales of lamps have outstanding performance, but also reflects the obvious characteristics. By analyzing the top 20 list of single-store sales of double eleven cats, the top 20 list of lamps and so on, and the in-depth study of the brands and lighting categories of the list, we can easily find that LED manufacturers have developed e-commerce. Follow.
Through the double eleven data analysis, it is found that LED ceiling lamps, lanterns, LED commercials and table lamps are more suitable for enterprises to explore e-commerce channels, and lamps are more suitable for e-commerce channels than light sources. When the price of the LED light source is almost the same as that of the light source, the LED bulb with more energy saving, longer life and more environmental protection has higher cost performance, so the sales volume on the e-commerce platform is also better. Geographically, Guangdong lighting manufacturers have an advantage in developing e-commerce, especially in Zhongshan enterprises. Cost-effective and rich in style has become a double-driver for LED companies to develop e-commerce.
The lamps are more popular than the light source. According to the analysis, in the top 20 list of the sales of the single eleven days of the cats, the product category ranks in the 20 brands: LED ceiling lamp LED lighting table lamp. Among them, the brands of LED ceiling lamps and LED commercials total 50, the brands dominated by lanterns accounted for 40, and the brands dominated by table lamps accounted for 10. Most of the companies in this list mainly focus on European lamps and modern lamps. Crystal lamps and LED indoor lighting, or both commercial lighting and home lighting.
It has been observed that the average consumer is more inclined to appearanceism, and the product cost performance and shape have become the dominant factors, so the light source is not favored. Most of the above-mentioned products are suitable for e-commerce channels. Of course, some luxury, tens of thousands of European lamps, modern lamps and crystal lamps are more suitable for offline purchase. It is worth noting that there are no outdoor and Chinese lamps in the list.
On the e-commerce platform, lamps are more popular than light sources, especially LED lamps. Analysis of the list of the top 20 sales of the single eleven days of cats and lanterns, the main source of the light source is basically no, 100 lighting lighting brand main lighting, about 60 brands are also selling light sources. Among the brands that sell lamps and light sources, the 75 brand sells LED light sources, and only 25 brands sell energy-saving lamps. Take the Opus Tmall store as an example, there are 44 LED light sources and lamps, 6 energy-saving light sources, and only 3 LED light sources. In the style of lamps, Opp is more without a light source, but consumers are advised to match incandescent lamps or LED bulbs.
The sales volume of most brand light source products is not much, and most of them are used as light source for consumers when purchasing European-style lamps, modern lamps, crystal lamps and other lantern products. In contrast, the brand of LED home lighting products, the sales of its LED light source can not be underestimated, especially the LED light source below 20 yuan.
It can be seen that on the e-commerce platform, the finished products of the lamps are more conducive to sales, the market demand and the profit of the products are also larger. The lantern enterprises only need to install several supporting light sources on the e-commerce platform, and the LED home lighting brands are mainly LEDs. In addition to the lamps, it is possible to put 23 3W and 5W LED bulbs.
LED light source has more advantages. By analyzing the sales of the above 20 brands, it is found that their hot-selling products account for 60% of LED light source brands, and only 25 of them are energy-saving lamps. The remaining 15 are all light-limited. Lanterns. Take the Opal Tmall store as an example. The top ten products in the sales are LED lamps, such as LED downlights, LED ceiling lights, and LED lights. Among the top ten products in sales, there are 6 LED downlights and LED ceiling lights, 2 LED lights, 1 LED bulb, and 1 LED panel light. Among them, the best-selling LED downlight has a monthly sales volume of more than 40,000, and nearly ten models with monthly sales of tens of thousands. In terms of light source, the highest sales volume of Oupu is an LED bulb with a monthly sales volume of 12,000, followed by energy-saving lamps. The monthly sales volume is only 3,000, but the prices are not much different, since the prices are almost the same. More energy-efficient, longer-life, and more environmentally friendly LED bulbs are more cost-effective, and better sales seem to be a matter of course.
It can be seen that when the price difference is not large, the sales of LED light sources will far exceed the traditional light source. On the e-commerce platform, LED bulbs such as LED bulbs and LED bubble bulbs have an advantage over energy-saving lamps. The reason is that the current energy-saving lamps can be purchased in major supermarkets and stores. The price of physical stores is almost the same as the price of online stores, but the prices of different LED light sources and online and offline prices are quite different, and they cannot be Large supermarkets and shops are available everywhere.
As for the brand of 75 brands, LED light source or LED lamp is sold because the LED lamp brand has a larger proportion. At present, the lantern brand has been selling LED modern lamp and LED crystal lamp, so the 62.5 lamp brand appeared. The phenomenon of supporting LED light source.
LED home lighting has become the big winner of the double eleven day, LED home lighting products have become a big winner, especially LED ceiling lamps, LED table lamps, LED ceiling lamps and LED spotlights. In the top 20 list of double eleven day cat lamps sales: LED ceiling lamps accounted for 10, LED table lamps accounted for 3, LED ceiling lamps and LED spotlights accounted for 3, traditional ceiling lamps accounted for 3, traditional The desk lamp occupies one item. Of course, the products on this list are from the top 20 brands of Tmall's single store sales.
As the e-commerce platform faces the mass consumers, the civilian lighting and home improvement lighting of the relatively standardized products are more suitable for sales on the e-commerce platform, which is determined by the market demand and product attributes. At present, people mostly choose main lighting ceiling lamps and lamps when purchasing houses or decoration, auxiliary lighting LED ceiling lamps and LED spotlights, office and learning lighting LED desk lamps, for people, these products have become a necessity. Moreover, the above products are relatively standardized. According to the general perception of consumers about lamps, it is the above products that are willing to try online shopping. In addition, the transportation and installation of the above products is relatively simple and can be done by the consumers themselves. As a result, LED ceiling lamps, LED ceiling lamps, and LED desk lamps can be used in e-commerce channels.
Look at the lanterns, although in the top 20 sales of the single eleven-day cat lamps, the lantern-based brand accounted for 40, but the lantern is a personalized product, tens of thousands of prices, is home 10 times, 100 times or even 1000 times of lighting products, from the product positioning, consumer groups are not the same as LED home lighting. Therefore, on the day of the double eleven, if the LED home lighting wins by volume, the lantern is to win by price, the lantern can not compete with the LED lamp in sales, but the profit is far away.
Guangdong brand development e-commerce advantage According to the table statistics, in the top 20 list of double eleven cats single store sales, 80 brands from Guangdong, 10 from Shanghai, and 10 from foreign countries, 70 of which come from Zhongshan, Guangdong, the number is amazing. And this set of numbers is closely related to the price of the product.
For ordinary people, the price-constrained products are more attractive. For product materials, materials, specifications, parameters, etc., they are not ignorant. Online shopping, in addition to convenience, saving time and effort to save fuel costs, the preferential price has tempted the people, becoming the main means for ordinary consumers to shop on the e-commerce platform. From Zhongshan brand to Shanghai brand, to foreign brands, product prices generally increase.
As is known to all, Guangdong Zhongshan has occupied most of the production value and market share in the Chinese lantern market. The cost and price of lanterns such as European lamps and modern lamps are more advantageous than those in other regions. Therefore, Zhongshan Zhongshan has become the largest wholesaler in China. market. In Zhongshan, Guangdong, there are thousands of lanterns enterprises, all kinds of styles and various styles, which are enough to satisfy the different tastes of ordinary people. Similarly, in the field of LED ceiling lamps and LED commercials, Zhongshan enterprises also accounted for the time and place, and now the results of the double eleven also reflect that Zhongshan enterprises also have people in the e-commerce channel: 66.7 LED ceiling lamps and LEDs The brand of Shangzhao is a Zhongshan enterprise. According to analysis, Zhongshan enterprises with higher cost performance have more advantages in developing e-commerce.
Market research: The role of manufacturers' physical stores and e-commerce status surveys is no longer the same. Today's stores are more inclined to customer experience and a corporate display window. The area of ​​the store is getting bigger and bigger, in order to fit the product style perfectly, the decoration is more and more refined and warm. According to the research report of the special planning team of this newspaper, there are at least one store for 55 LED manufacturers, and 35 manufacturers have more than 2 stores. Only 10 manufacturers have no stores. This shows that physical stores are indispensable in the minds of LED manufacturers.
The requirements of the store are getting higher and higher, but the cost of renting, water and electricity, etc. has become a burden for many lighting manufacturers. Although the number of lighting stores has increased, the rent of shops has not decreased. According to the market survey results in the past few days, there are 11 manufacturers who think that it is expensive, but there are also 89 manufacturers who think that the rent is reasonable and acceptable.
The store seems to be the norm in the industry, but there are also companies that are slanting and do not take the usual path. One of the company's responsible person who is doing the LED light strip explains the reasons for not doing the store: First, it takes a lot of energy to invest in the management of the store. Second, since it is necessary to do the store, if you can't achieve the desired result, you can't do it. Use this money for the store in a valuable place. It is understood that the company's products are sold all the year round at home and abroad, even if there is no store, it does not hinder the sales of the company. Therefore, if you do not do the store, you have to decide according to the development of the company itself, and the company is also well versed in its own advantages.
What is the pressure on the physical store?
For manufacturers, how much pressure does the physical store have? Let the data speak: According to the monthly income and expenditure of the store, there are 22 stores that can't make ends meet. The 61 stores are basically flat, and the 17 stores have more revenue than expenses. The manufacturer's mentality of the store has a lot to do with the actual input and output of the physical store. There are 11 manufacturers who think that the pressure on the store is very large. The manufacturers of 61 think that the pressure on the revenue of the store is a bit large, and the manufacturers of 28 think it is normal. The above-mentioned monthly income and expenditure situation of the store basically conforms: up to 73 manufacturers' stores keep their support level or make ends meet, and manufacturers of up to 72 think that the physical store has caused certain pressure.
According to the actual analysis of the respondents, the smallest area of ​​the store is 20 square meters, the largest area of ​​the store has reached 4,000 square meters (the total area of ​​the store), the number of shops with a shop area below 100m2 is 40, and the area of ​​shops is 100m21000m2. The number of manufacturers within the factory accounted for 40, the shop area of ​​more than 1000m2 of the manufacturer accounted for 20. The cheapest place to rent is 2200 yuan / month, the most expensive rent is 200,000 yuan / month, the average manufacturer will be rented every month. Pay more than 20,000 yuan (Note: The data sample includes store shops and street shops).
However, it should be noted that the store is not the main source of revenue for lighting manufacturers. The store is more responsible for window display. The order source mainly relies on old customers, while old customers often place orders through the network and telephone. Or go to the store to see the entity and then place an order.
What is the status of manufacturers engaged in e-commerce?
E-commerce is not a way for enterprises to open up new channels. What products can be used as e-commerce? When is it suitable for e-commerce? In what ways does it enter the e-commerce sector? How much is the e-commerce investment every year? The above questions are doubts of every company interested in entering the e-commerce field. In fact, the way to enter the e-commerce sector is not the same. How to enter the e-commerce sector depends on the company's own strength, development stage, core competitiveness, channel network, product positioning and financial strength. Entering the e-commerce field is equivalent to entering a new stage of development. Before entering, the company itself must do the most basic SWTO analysis (ie, situation analysis, enumerate the advantages, disadvantages, opportunities and threats through the investigation and conduct systematic analysis. ).
In addition to the multiple tortures before entering, e-commerce is still quite burnt, especially in the early stage. According to the survey data of the surveyed manufacturers, 40 manufacturers have already done e-commerce, 30 plans to do e-commerce, and 30 have no plans to engage in e-commerce. From these figures, LED companies seem to be less enthusiastic about e-commerce. Many of them report that the channels are very hard-burning. The investment in e-commerce and the proportion of sales in a year are often not proportional. .
At present, the proportion of e-commerce companies occupying total sales of enterprises is still small. According to the survey results, the number of manufacturers whose e-commerce sales account for 20 or more of the total sales volume of the company is one of the few, and the manufacturers with sales volume of 10, 10 and 5 are evenly distributed. According to analysis, because e-commerce promotion is quite burnt, sometimes even more than the physical store, but if the investment is insufficient, it will have little effect. Therefore, in the e-commerce field, the manufacturers will gain a certain sales volume and do a good job. It will be relatively strong, the scale of the company is medium and high, and the products are in

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