Can O2O help the lighting industry achieve a break?


In 2014, the O2O model became the focus of national media attention. Whether it is a mature traditional entity enterprise, an e-commerce enterprise in full swing, or a company represented by telecommunications, banking, entertainment, etc., it is exploring and practicing the O2O model because people Found that O2O is very promising. Faced with the continuous cooling of demand for home building materials, as well as the sudden emergence of home building materials and e-commerce, more lighting dealers have begun to think about the road and direction of the future home building materials industry. E-commerce channels have become the only way that lighting dealers can't avoid. However, there are still many obstacles for lighting dealers to go to the real era of e-commerce. For the time being, it seems to be difficult to achieve online and offline integration. The author tries to analyze the reasons from the following four aspects:
Lamp dealers e-commerce bottleneck analysis O2O or can break the bureau 1. Lack of more influential lighting retail platform building materials industry e-commerce overall is relatively backward, lighting e-commerce is currently mainly based on B2B mode, staying between enterprises to attract investment, wholesale stage. With the impact of the e-commerce trend, many building materials companies began to try to directly face the end consumers in the B2C model for marketing. Among them, the lamp e-commerce B2C is better done mainly by first-line brand manufacturers. According to Xiaobian, NVC Lighting and Philips Lighting have established their own official direct stores in Tmall and Jingdong B2C platforms, and most of them It is almost impossible for third-line brand lighting manufacturers to open Taobao or Tmall stores. The main reasons are as follows:
The first is the problem of traffic. At present, the cost of getting traffic from Taobao or Tmall stores is getting higher and higher. The natural traffic from Taobao or Tmall depends on two factors: first, the exposure of the product, and second, user search. The exposure rate of products is related to factors such as product sales volume, timely update of store reputation products, and product evaluation. At first, many sellers relied on brush sales and praise to improve their natural rankings, but the traditional way of this trick is now not very useful. Because Taobao has been cracking down on fake transactions since last year, after being arrested, the products were taken off the shelves and even directly closed the shop. Therefore, now sellers want to increase sales can only invest in real money, buy advertising space from Taobao, or promote it to other websites, which greatly increases the transaction cost of the store. If the traffic conversion rate is not high after investing in real money, then the merchant can only lose money and earn money.
It is understood that the current cost of acquiring a new buyer in Taobao shop is 100 yuan, which is unattainable for second- and third-line brand lighting manufacturers whose profits are not high. However, if the wool is put on the sheep and the price of the product is raised, then there is not much advantage in the price of the product on the line relative to the price below the line.
Second, the influence of the brand. Users who buy lamps in Taobao or Tmall will first think of NVC lighting, Philips lighting and other well-known first-line brands. Through Baidu search index analysis, it is clear at a glance. The top names in the lighting industry search keywords are famous brands of lamps. Few people will take the initiative to search for second and third-line lighting brands, so in the absence of brand awareness, they want to rely on Taobao or It is more difficult for Tmall to sell its lighting products.
Finally, after-sales service problems. Lamp B2C online shopping has the last mile after-sales problem of distribution, installation, return and exchange, etc. For the individual, the after-sales service of the first-line brand is more secure and the price is relatively transparent. It can be said that the use of B2C online retailing by second- and third-line lighting brand manufacturers is almost impossible.
In 2013, the O2O model combined with online and offline began to penetrate into the building materials industry. It is more representative of the O2O platform such as Melaleuca Furniture Network, Qijiawang and Building Materials Information. Among them, Melaleuca Furniture Network and Qijiawang Self-employed, similar to Jingdong Mall; and Building Materials Informationbao O2O platform is free and open, similar to Taobao. O2O mode creates an online and offline three-dimensional marketing model. Based on the offline O2O marketing model of online experience center and online sales, the online shopping platform entity experience store customer service center integrates three systems to successfully solve the e-commerce platform in the lighting industry. Three shortcomings of logistics, terminal and after-sales service. In the future, the O2O model will surely become the development trend of lighting retailers to open online retail e-commerce.
2, the lack of electric dealers in the lighting dealers in the entire lighting distribution system, the weakest is the lighting dealers. China's lighting industry has experienced the stages of factory direct sales, regional distribution, and brand agency. In this process, the lighting manufacturers will choose different channels according to their own characteristics and make corresponding adjustments. Whenever the lighting manufacturers make adjustments, the dealers are usually in a passive position.
In the early days, the lighting manufacturers conducted B2C marketing through Tmall directly operated stores, directly robbing the offline dealers' market. Although the share of lighting e-commerce is small now, the overall trend is increasing year by year. Once the online transaction volume exceeds the offline transaction amount, the fate of the offline dealers can only be left to the manufacturers. Just like SF Express, from the initial franchise mode to the direct mode, the former franchisees either became SF employees or quit. In 2013, a number of brand lighting manufacturers announced a high-profile O2O e-commerce, the manufacturer is responsible for online store operations, offline dealers responsible for delivery and after-sales service, this line of online stores and offline stores combined O2O mode, In the short term, dealers can share the results of lighting e-commerce, but in the long run, once the manufacturers firmly control the distribution channels of the lighting industry, the role of dealers will become insignificant.
From the reality, most of the lighting manufacturers pay great attention to network marketing. There are special salesmen who are responsible for network promotion. Most of the lighting dealers usually have little contact with the network, and even there is no computer in the store. Recruitment personnel are generally based on store sales, delivery, and installation. Even if you open an online store, there is no one to track and maintain, and there is no professional talent to promote and promote. A few lighting dealers have also tried to build a Taobao shop, but they all ended in failure. At present, most of the Taobao stores are lighting manufacturers or individual sellers who do not have low-cost operation of the store. The lighting distributors go to sell products on the top, not only in terms of price, but also completely unable to play their own O2O advantages. Therefore, the first choice for lighting dealers to do e-commerce should be local websites or building materials industry O2O websites, such as 58 city network, Huainan building materials network, building materials information treasure O2O platform, rather than Taobao or Tmall B2C platform and lighting manufacturers confrontation.
3, the traditional channel resistance is too large, the product price can not be transparent Traditional lighting dealers are basically open stores, after waiting for customers to go to the door, offline to complete a series of sales, distribution and installation, after-sales service. The biggest advantage of the luminaire E-commerce is to provide consumers with a platform for pre-information shopping guides. The important aspects of pre-order shopping guides, such as browsing pictures, reading texts, watching videos, and evaluating consumers. Concerns, reports on the media, etc., are all lacking in traditional channels. Of course, for consumers, cost-effective is the most critical, most consumers like high-cost products, the same quality to see the price, the same price to see the service. When the dealers of the lamps and lanterns carry out the O2O e-commerce, the price transparency is subject to the dual restriction of the upstream and downstream. The lighting merchants can not sell the products online without the authorization of the manufacturer. The price is also On the other hand, most dealers need to give the middlemen a certain rebate when they cooperate with the decoration company and the construction engineering company, so the price can not be completely transparent. In the case that the short-term lighting online channel can not replace the offline channel, the transparency of the lighting product price also needs a relatively long process. How much benefit consumers can get online shopping products is still unknown!
4, the traditional building materials store banned lamps and lanterns business to do e-commerce on the eve of the 2013 double 11, the Red Star Macalline, the home of the country and other 19 major home stores jointly boycott Tmall Mall's double 11 activities. These 19 major home stores clearly stated that it is strictly forbidden for any merchant to spread or promote the double 11 activities of other e-commerce lines in any form in the store; strictly investigate and deal with merchants using Alipay POS machines for online; strictly prohibit merchants from being factories in other e-commerce On-line order delivery and installation; at the same time, the store also sets penalties for the behavior of merchants in the store to promote, participate in double 11 activities to do sales. The purpose of the hypermarket is very clear, that is, the free sample room that is not experienced under the online store.
Tmall double eleven is preparing to carry out the O2O activities of home building materials, which endangered the interests of offline stores, and the Tsundere Mall tree has attracted a lot of winds. It was collectively protested by offline stores. The result ended in abortion, and it still uses the previous B2C mode operation. This also shows that in the current sales pattern of the downstream manufacturers of ceramic lighting industry, the storefront stall mode of professional stores still dominates. At the same time, these e-commerce cold incidents have also brought warnings to the lighting industry. The development of lighting e-commerce should balance the interests of manufacturers, stores, dealers and e-commerce.
With the development of e-commerce, this traditional business model based on retail sales has not kept up with the trend of the times. In order to ensure the richness of the products and the market coverage, the merchants adopting this traditional model are getting bigger and bigger, the product inventory is more and more, the sales staff of the store is increasing, and the profits are getting thinner and thinner. Therefore, some dealers began to try to transform e-commerce channels, from the traditional wholesale agent's high service cost expenditure, and directly face consumers through low-cost sales platform, O2O e-commerce model came into being.
The O2O e-commerce model combined with the offline store and the offline store poses a huge threat to the traditional hypermarket operation channel. Once the online platform realizes the control of the accurate traffic of the home building materials, the traditional home store The role of dealers in lighting will gradually weaken, and the result is the most unwilling to see in large stores. Therefore, traditional large-scale stores such as Red Star Macalline prohibit merchants from using Tmall Mall to do double 11 activities. On the other hand, they also actively establish their own e-commerce platform to ensure that they have a place in the future competition.

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