[Source: Gaogong LED 's " LED Research Review" magazine January issue reporter / Wang Cairong]
As an emerging lighting sales channel, e-commerce is increasingly attracting the attention of many LED companies. Domestic and international lighting giants such as Philips, Osram, Samsung and NVC have established their own e-commerce channels, and more and more LED locals. Enterprises have been mired in price wars, and the traditional channels have high cost and high resistance. They have also begun to have a soft spot for e-commerce channels and have high hopes.
"The realization of the home lighting retail channel will take some time. Such a channel is very hard for the manufacturers, and the e-commerce channel is a hidden investment with lower cost. The feasibility of future development is very great." Sichuan Xinli Light Source Co., Ltd. Zhang Ming, chairman of the company, said that emerging LED companies do not have an advantage in traditional dealers and direct-sales channels. Competition is not a traditional lighting company, so e-commerce has gradually become its key channel model.
However, in recent years, due to the deviation of the domestic LED industry from the rational investment track, the current situation of overcapacity is difficult to alleviate. Many enterprises have already experienced a large inventory backlog. As the demand for the civilian market is still difficult, more than 80% of LED lighting products in China rely on exports. To consume, but the gradual prosperity of the LED e-commerce channel, so that many companies have seen hope, or will open the domestic LED civilian market exports.
Activate the civilian market
According to the statistics of the High-tech LED Industry Research Institute (GL II), before 2011, more than 90% of China's LED lighting products were used for export. In 2011, its export ratio was around 78%, and in 2012 it is expected to be less than 70%. . Although the proportion of domestic sales is increasing year by year, the domestic indoor functional lighting penetration rate is only about 1.5%, which is not comparable to the global average penetration rate compared with Europe, America, Japan, Korea, and Taiwan. China is the world's largest production base for lighting products, but it is still not the largest consumer area.
“We are export-oriented enterprises, and the lighting products produced are mainly exported. However, in recent years, due to the impact of the European debt crisis, the performance of overseas markets is generally not ideal. Currently, we are laying out the e-commerce channel and increasing the domestic civil market. The penetration of the company." Lu Yanjun, sales director of Foshan Kaixiou Lighting Co., Ltd. told the reporter of "High-tech LED" that more than 90% of the LED lamps produced by Casey are sold to Europe and America, 80% of which are sold to Germany, but with the penetration The resistance in overseas markets is increasing and the risk is increasing. In the future, the corresponding market structure may be adjusted to expand the share of the domestic lighting market, and the establishment of e-commerce channels is also one of the adjustment plans.
According to the statistics of the High-tech LED Industry Research Institute, the output value of domestic LED indoor lighting in 2011 was 18.6 billion yuan. In 2012, it was about 30.6 billion yuan, with a compound growth rate of 64.52%. It is expected to reach 99.3 billion yuan in the year. Market size.
At present, LED lighting is mainly an alternative to the application of traditional lighting products, and the price is high, the market size is limited, but because the online consumer groups tend to be younger, the concept of updating and accepting new things is faster, therefore, the LED e-commerce channel is to activate the civilian market. Will play a role that can not be ignored.
"Online shopping has become the first choice for young people. Now many LED companies have established their own network sales channels. In the next three years, e-commerce channels will impact the existing advantages of traditional channels, and by 2018 it is likely to replace traditional channels. Liu Wei, general manager of the Lighting Division of Tsinghua Tongfang Co., Ltd., said in an interview with Gaogong LED that Tsinghua Tongfang has its own brand flagship store in Tmall, Jingdong Mall, Home and other e-commerce platforms. At present, it sells 20,000 LED lighting products this month, accounting for about 15% of total sales.
The market potential of the e-commerce channel is immeasurable, and the future will be the channel direction for the key expansion of Tongfang's shares.
For emerging LED companies, the establishment of e-commerce channels can save costs to a certain extent, but also face certain online competition. After all, traditional lighting giants such as NVC, Philips, and Sanxiong Aurora have already been on this "New World". Coveted, they have established related flagship stores in major shopping malls or home media.
"Online" still needs "offline" cooperation
In fact, the confrontation between emerging LED lighting companies and traditional lighting companies has started. If you can fully mobilize network resources, and subtly and deeply market the civilian lighting market, the latecomers can also take the net as the king. Take Tmall Mall as an example. At present, traditional lighting companies such as Philips, NVC, and Sanxiong Aurora have established their own brand flagship stores. However, in Tmall Mall, the most popular brand of LED lighting products is called "Hanyuan" LED lighting flagship store. Gaogong LED reporter saw in the flagship store that the monthly sales volume of Hanyuan series 3W LED downlight integrated ceiling lamp exceeded 40,000, and the super bright SMD3528 SMD LED lamp with monthly sales reached more than 70,000 pieces, and other lighting products were quite For the best-selling, although there are doubts about the performance of the whitewashing, but compared with Philips, NVC and other lighting manufacturers monthly sales of no more than three digits, it is enough to make people look at it.
As an emerging lighting sales channel, e-commerce is increasingly attracting the attention of many LED companies. Domestic and international lighting giants such as Philips, Osram, Samsung and NVC have established their own e-commerce channels, and more and more LED locals. Enterprises have been mired in price wars, and the traditional channels have high cost and high resistance. They have also begun to have a soft spot for e-commerce channels and have high hopes.
"The realization of the home lighting retail channel will take some time. Such a channel is very hard for the manufacturers, and the e-commerce channel is a hidden investment with lower cost. The feasibility of future development is very great." Sichuan Xinli Light Source Co., Ltd. Zhang Ming, chairman of the company, said that emerging LED companies do not have an advantage in traditional dealers and direct-sales channels. Competition is not a traditional lighting company, so e-commerce has gradually become its key channel model.
However, in recent years, due to the deviation of the domestic LED industry from the rational investment track, the current situation of overcapacity is difficult to alleviate. Many enterprises have already experienced a large inventory backlog. As the demand for the civilian market is still difficult, more than 80% of LED lighting products in China rely on exports. To consume, but the gradual prosperity of the LED e-commerce channel, so that many companies have seen hope, or will open the domestic LED civilian market exports.
Activate the civilian market
According to the statistics of the High-tech LED Industry Research Institute (GL II), before 2011, more than 90% of China's LED lighting products were used for export. In 2011, its export ratio was around 78%, and in 2012 it is expected to be less than 70%. . Although the proportion of domestic sales is increasing year by year, the domestic indoor functional lighting penetration rate is only about 1.5%, which is not comparable to the global average penetration rate compared with Europe, America, Japan, Korea, and Taiwan. China is the world's largest production base for lighting products, but it is still not the largest consumer area.
“We are export-oriented enterprises, and the lighting products produced are mainly exported. However, in recent years, due to the impact of the European debt crisis, the performance of overseas markets is generally not ideal. Currently, we are laying out the e-commerce channel and increasing the domestic civil market. The penetration of the company." Lu Yanjun, sales director of Foshan Kaixiou Lighting Co., Ltd. told the reporter of "High-tech LED" that more than 90% of the LED lamps produced by Casey are sold to Europe and America, 80% of which are sold to Germany, but with the penetration The resistance in overseas markets is increasing and the risk is increasing. In the future, the corresponding market structure may be adjusted to expand the share of the domestic lighting market, and the establishment of e-commerce channels is also one of the adjustment plans.
According to the statistics of the High-tech LED Industry Research Institute, the output value of domestic LED indoor lighting in 2011 was 18.6 billion yuan. In 2012, it was about 30.6 billion yuan, with a compound growth rate of 64.52%. It is expected to reach 99.3 billion yuan in the year. Market size.
At present, LED lighting is mainly an alternative to the application of traditional lighting products, and the price is high, the market size is limited, but because the online consumer groups tend to be younger, the concept of updating and accepting new things is faster, therefore, the LED e-commerce channel is to activate the civilian market. Will play a role that can not be ignored.
"Online shopping has become the first choice for young people. Now many LED companies have established their own network sales channels. In the next three years, e-commerce channels will impact the existing advantages of traditional channels, and by 2018 it is likely to replace traditional channels. Liu Wei, general manager of the Lighting Division of Tsinghua Tongfang Co., Ltd., said in an interview with Gaogong LED that Tsinghua Tongfang has its own brand flagship store in Tmall, Jingdong Mall, Home and other e-commerce platforms. At present, it sells 20,000 LED lighting products this month, accounting for about 15% of total sales.
The market potential of the e-commerce channel is immeasurable, and the future will be the channel direction for the key expansion of Tongfang's shares.
For emerging LED companies, the establishment of e-commerce channels can save costs to a certain extent, but also face certain online competition. After all, traditional lighting giants such as NVC, Philips, and Sanxiong Aurora have already been on this "New World". Coveted, they have established related flagship stores in major shopping malls or home media.
"Online" still needs "offline" cooperation
In fact, the confrontation between emerging LED lighting companies and traditional lighting companies has started. If you can fully mobilize network resources, and subtly and deeply market the civilian lighting market, the latecomers can also take the net as the king. Take Tmall Mall as an example. At present, traditional lighting companies such as Philips, NVC, and Sanxiong Aurora have established their own brand flagship stores. However, in Tmall Mall, the most popular brand of LED lighting products is called "Hanyuan" LED lighting flagship store. Gaogong LED reporter saw in the flagship store that the monthly sales volume of Hanyuan series 3W LED downlight integrated ceiling lamp exceeded 40,000, and the super bright SMD3528 SMD LED lamp with monthly sales reached more than 70,000 pieces, and other lighting products were quite For the best-selling, although there are doubts about the performance of the whitewashing, but compared with Philips, NVC and other lighting manufacturers monthly sales of no more than three digits, it is enough to make people look at it.
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