[Wen|High-tech LED Chengdu station reporter He Xinling] "Double Eleven" as a business e-commerce is very cool, and for the physical store business, this kind of open business is very helpless. At present, the relationship between most merchants and e-commerce is still in a state where it is difficult to be a confidant.
Recently, when visiting the market, the reporter focused on understanding the opinions of physical store dealers on LED e-commerce, understanding the concerns of dealers doing e-commerce, and collecting some good suggestions to share with you.
Dealer's "sleepy"
If the "price cuts" in the past two years have caused the dealers' profits to plummet, then the price of various types of lighting on the Internet has made dealers stunned. A wood Linsen T8 lamp in the store is priced at 13.5 yuan, which is low enough for consumers, then look at the online price, Taobao online display the price of Mulin T8 tube from 7- 14 yuan can not be equal, 7 yuan can also be guaranteed to be genuine, such a price is far lower than the dealer's purchase price.
Indeed, the price is a serious injury to the physical store dealers, and can not be compared with e-commerce. Not to mention the distribution price, it is to get the ex-factory price directly, plus the store rent and labor costs, the price is far higher than the price stated on the Internet. Some dealers told reporters that many customers just came to the store to take a look at the model and parameters, but they would not buy the lamps on site. They should remember to go home and search online.
In fact, this situation is very common. In Chengdu, for example, the Chengdu lighting market has more than 2,000 lighting stores, and the competition is fierce. In the past two years, dealers have clearly felt that the sales force of physical stores is not satisfactory. In addition to the horizontal competition among dealers, it is also necessary to face vertical competition with e-commerce.
Many dealers told reporters that e-commerce has affected the business of physical stores. There are not many cases where the online price is lower than the dealer's purchase price. After consumers buy the physical store lighting, they see the online price to find the dealer to refund the price. There have been cases, the dealer's physical store is gradually becoming a consumer experience store.
Yang Donghua, a Philips lighting distributor, also believes that it is imperative for dealers to join e-commerce. The significance is not only to keep up with the trend, but also to resist the impact of e-commerce, not to see that physical stores become completely unprofitable. Experience the store. On several occasions, customers came to the door to let them buy the difference between the price of the product and the online price, which made it very difficult. At the same time, it also confirmed that it is necessary for dealers to join the e-commerce channel.
Many businesses have the same confusion, the online price is so low, the physical store is more than enough. So the thoughtful dealers didn't want to sit still, and they gradually embarked on the road of e-commerce.
Dealer's "doubt"
Although the e-commerce is unstoppable, there are still some doubts in the dealers. For example, when is it suitable for e-commerce, what products are suitable for e-commerce, and how do you enter the e-commerce?
Tian Haibing, general manager of Chenguang Lighting, believes that it is most appropriate to use iron and electricity as an e-commerce at this stage, because the products of the physical store have already received the impact of e-commerce, and if there are more and more waiting for losses, there will be more. However, it is not a simple Tmall, Taobao and Jingdong, but can integrate the online and offline O2O mode. This is one of the reasons why he refused to join the light network.
As for what products are suitable for e-commerce, the reporter found that the light source products sold on the Internet accounted for more than 30%, ranking first, and sales volume was the best; followed by ceiling lamps, accounting for about 15%. The third is the crystal lamp, which accounts for 10%. If the dealer wants to do an e-commerce, consider a light source or LED ceiling light.
Nowadays, the most popular platform is Tianmao, Taobao and Jingdong. The charging standard for each platform is different, and the cost of entering the merchant is different.
It is understood that the current entry into Jingdong Mall requires a deposit of 50,000 yuan and a platform fee of 6,000 yuan per year, and Jingdong needs to draw 8% of the commodity transaction amount as a profit. Tmall's entry standard is even higher than Jingdong Mall, its margin is at least 100,000 yuan, and the platform entry fee is 20,000 yuan per year. In contrast, Taobao's entry threshold is very low, only need to pay a deposit of 1,000 yuan to open a store, which also led to Taobao fakes rampant.
For enterprises, it is not a problem to have sufficient funds to settle in Tmall. For dealers who don't want to spend a lot of money on e-commerce, but want to gradually develop e-commerce, it is relatively suitable to settle in Taobao. After all, the investment is low, even if the store fails, there is no loss. .
"The cost we can see is only the platform entry fee and the deposit. In fact, the promotion fee is not a small number. In Taobao, for example, the number of hits that can be promoted to the Taobao homepage can reach hundreds of thousands, but from the home page. After the cancellation of the advertisement, the number of clicks may be only a few hundred or tens of days. This kind of attention declines more than the physical store, so the merchants who do the e-commerce should fully consider this point and include the promotion expenses into the cost. "Famous LED dealer Feng told reporters.
It is understood that some dealers in the terminal market have taken the lead in seizing the e-commerce channel and opened their own stores in Tmall or Jingdong. However, some dealers said that the online store is open, but what if no one cares? The dealer then began to think about how to sell the product online.
Dealer's "thinking"
First of all, dealers should analyze their customer base. Although online shopping is not restricted by the region, at least it is necessary to know which type of people often visit online stores.
“I started a store on Taobao since last year and put some of the products in the store online. I think there are more online stores after the 75s, 80s and 90s, and 70% of the 22-39 years old. Above, most of these customers are office workers, and they have more leisure time to visit online stores. However, the repurchase rate of such customers is very low, most of them are bought once and they are not bought. Ideal, we must combine the line and do it, that is, the so-called O2O. This type of e-commerce model is worthy of admiration." Mr. Feng, a famous LED dealer, told reporters.
Secondly, we must look for consumption incentives. It is not a simple way for dealers to open online stores to copy the business model of offline stores. Only subversive ideas and innovations can be bigger and stronger. This requires the merchant to find consumption incentives, which is different from the consumption incentives of offline stores. For example, group purchases for specific holidays, and the sale of themed lamps throughout the year.
Finally, we must have our own propaganda strategy, and we must deal with after-sales and logistics. It can be seen that e-commerce is not as simple as imagined.
According to the survey, at present, dealers in Chengdu market can account for about 5% of their own e-commerce, and they are knowing about 25% of those who are interested in doing e-commerce. That is to say, nearly 75% of dealers currently have little knowledge of e-commerce and no plans to do e-commerce. So what are these dealers thinking?
A dealer in Chengdu Shihua Lighting City told reporters that it is still a physical store for them. The feeling of the Internet is too illusory, and consumers do not know whether the online store sells real or fake goods. Moreover, the cost of entering Tmall and JD is not low, and dealers are not willing to take such unnecessary risks.
When the reporter asked how the online price shocks the physical store price dealers should do, most dealers' answers are waiting for the manufacturers to deal with, or to update the products themselves. But the dealer knows that this is not a long-term solution, and it is also puzzling for the countermeasures.
The e-commerce channel is a hidden investment with low cost. The feasibility of future development is very great. It is an irreversible fact that dealers seize the opportunity to participate in e-commerce. Perhaps the current stage is still in its infancy, but the prospects are very good. The online and offline differentiated operations proposed by the dealers will also be answered in practice.
(Contact Editor: qj.)
Recently, when visiting the market, the reporter focused on understanding the opinions of physical store dealers on LED e-commerce, understanding the concerns of dealers doing e-commerce, and collecting some good suggestions to share with you.
Dealer's "sleepy"
If the "price cuts" in the past two years have caused the dealers' profits to plummet, then the price of various types of lighting on the Internet has made dealers stunned. A wood Linsen T8 lamp in the store is priced at 13.5 yuan, which is low enough for consumers, then look at the online price, Taobao online display the price of Mulin T8 tube from 7- 14 yuan can not be equal, 7 yuan can also be guaranteed to be genuine, such a price is far lower than the dealer's purchase price.
Indeed, the price is a serious injury to the physical store dealers, and can not be compared with e-commerce. Not to mention the distribution price, it is to get the ex-factory price directly, plus the store rent and labor costs, the price is far higher than the price stated on the Internet. Some dealers told reporters that many customers just came to the store to take a look at the model and parameters, but they would not buy the lamps on site. They should remember to go home and search online.
In fact, this situation is very common. In Chengdu, for example, the Chengdu lighting market has more than 2,000 lighting stores, and the competition is fierce. In the past two years, dealers have clearly felt that the sales force of physical stores is not satisfactory. In addition to the horizontal competition among dealers, it is also necessary to face vertical competition with e-commerce.
Many dealers told reporters that e-commerce has affected the business of physical stores. There are not many cases where the online price is lower than the dealer's purchase price. After consumers buy the physical store lighting, they see the online price to find the dealer to refund the price. There have been cases, the dealer's physical store is gradually becoming a consumer experience store.
Yang Donghua, a Philips lighting distributor, also believes that it is imperative for dealers to join e-commerce. The significance is not only to keep up with the trend, but also to resist the impact of e-commerce, not to see that physical stores become completely unprofitable. Experience the store. On several occasions, customers came to the door to let them buy the difference between the price of the product and the online price, which made it very difficult. At the same time, it also confirmed that it is necessary for dealers to join the e-commerce channel.
Many businesses have the same confusion, the online price is so low, the physical store is more than enough. So the thoughtful dealers didn't want to sit still, and they gradually embarked on the road of e-commerce.
Dealer's "doubt"
Although the e-commerce is unstoppable, there are still some doubts in the dealers. For example, when is it suitable for e-commerce, what products are suitable for e-commerce, and how do you enter the e-commerce?
Tian Haibing, general manager of Chenguang Lighting, believes that it is most appropriate to use iron and electricity as an e-commerce at this stage, because the products of the physical store have already received the impact of e-commerce, and if there are more and more waiting for losses, there will be more. However, it is not a simple Tmall, Taobao and Jingdong, but can integrate the online and offline O2O mode. This is one of the reasons why he refused to join the light network.
As for what products are suitable for e-commerce, the reporter found that the light source products sold on the Internet accounted for more than 30%, ranking first, and sales volume was the best; followed by ceiling lamps, accounting for about 15%. The third is the crystal lamp, which accounts for 10%. If the dealer wants to do an e-commerce, consider a light source or LED ceiling light.
Nowadays, the most popular platform is Tianmao, Taobao and Jingdong. The charging standard for each platform is different, and the cost of entering the merchant is different.
It is understood that the current entry into Jingdong Mall requires a deposit of 50,000 yuan and a platform fee of 6,000 yuan per year, and Jingdong needs to draw 8% of the commodity transaction amount as a profit. Tmall's entry standard is even higher than Jingdong Mall, its margin is at least 100,000 yuan, and the platform entry fee is 20,000 yuan per year. In contrast, Taobao's entry threshold is very low, only need to pay a deposit of 1,000 yuan to open a store, which also led to Taobao fakes rampant.
For enterprises, it is not a problem to have sufficient funds to settle in Tmall. For dealers who don't want to spend a lot of money on e-commerce, but want to gradually develop e-commerce, it is relatively suitable to settle in Taobao. After all, the investment is low, even if the store fails, there is no loss. .
"The cost we can see is only the platform entry fee and the deposit. In fact, the promotion fee is not a small number. In Taobao, for example, the number of hits that can be promoted to the Taobao homepage can reach hundreds of thousands, but from the home page. After the cancellation of the advertisement, the number of clicks may be only a few hundred or tens of days. This kind of attention declines more than the physical store, so the merchants who do the e-commerce should fully consider this point and include the promotion expenses into the cost. "Famous LED dealer Feng told reporters.
It is understood that some dealers in the terminal market have taken the lead in seizing the e-commerce channel and opened their own stores in Tmall or Jingdong. However, some dealers said that the online store is open, but what if no one cares? The dealer then began to think about how to sell the product online.
Dealer's "thinking"
First of all, dealers should analyze their customer base. Although online shopping is not restricted by the region, at least it is necessary to know which type of people often visit online stores.
“I started a store on Taobao since last year and put some of the products in the store online. I think there are more online stores after the 75s, 80s and 90s, and 70% of the 22-39 years old. Above, most of these customers are office workers, and they have more leisure time to visit online stores. However, the repurchase rate of such customers is very low, most of them are bought once and they are not bought. Ideal, we must combine the line and do it, that is, the so-called O2O. This type of e-commerce model is worthy of admiration." Mr. Feng, a famous LED dealer, told reporters.
Secondly, we must look for consumption incentives. It is not a simple way for dealers to open online stores to copy the business model of offline stores. Only subversive ideas and innovations can be bigger and stronger. This requires the merchant to find consumption incentives, which is different from the consumption incentives of offline stores. For example, group purchases for specific holidays, and the sale of themed lamps throughout the year.
Finally, we must have our own propaganda strategy, and we must deal with after-sales and logistics. It can be seen that e-commerce is not as simple as imagined.
According to the survey, at present, dealers in Chengdu market can account for about 5% of their own e-commerce, and they are knowing about 25% of those who are interested in doing e-commerce. That is to say, nearly 75% of dealers currently have little knowledge of e-commerce and no plans to do e-commerce. So what are these dealers thinking?
A dealer in Chengdu Shihua Lighting City told reporters that it is still a physical store for them. The feeling of the Internet is too illusory, and consumers do not know whether the online store sells real or fake goods. Moreover, the cost of entering Tmall and JD is not low, and dealers are not willing to take such unnecessary risks.
When the reporter asked how the online price shocks the physical store price dealers should do, most dealers' answers are waiting for the manufacturers to deal with, or to update the products themselves. But the dealer knows that this is not a long-term solution, and it is also puzzling for the countermeasures.
The e-commerce channel is a hidden investment with low cost. The feasibility of future development is very great. It is an irreversible fact that dealers seize the opportunity to participate in e-commerce. Perhaps the current stage is still in its infancy, but the prospects are very good. The online and offline differentiated operations proposed by the dealers will also be answered in practice.
(Contact Editor: qj.)
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