This year's double eleven, a number of lighting brand products in the online sales have exceeded 10 million mark, so the results are really gratifying. Under the circumstance of fierce competition in the lighting industry channel, is it necessary to develop a e-commerce channel?
Xu Zhenfeng, assistant to the general manager of Guoxing Optoelectronics and general manager of the lighting division, clearly stated that each enterprise should decide the direction of channel development according to its actual situation. For Guoxing Optoelectronics, the current timing of developing e-commerce channels is still not mature. So far, Guoxing Photoelectric Lighting Division has not had any online shops, and there is no plan to develop online channels in the near future.
Xu Zhenfeng believes that the offline sales network is the root, and the online sales network is only a branch. If the online store sells low-priced products and turns the dealers' specialty stores into offline experience stores, it will damage the interests of the dealers and thus affect the Dealer loyalty, this is the performance of corporate short-sighted.
Guoxing Optoelectronics has always attached great importance to the protection of dealers. On the one hand, it is geographical protection. In the same lighting city, Guoxing Optoelectronics only allows to open a specialty store to avoid the vicious price competition between multiple dealers. On the other hand, price protection, Guoxing Optoelectronics' pricing strategy can fully guarantee the profit margin of dealers and actively help dealers to grow and develop. Therefore, from 2012 to the present, Guoxing Optoelectronics has actively paved channels throughout the country, and has successfully held nearly 10 investment promotion conferences, and four provinces in the region where operations are being concentrated; the total number of dealers has also grown to more than 1,000. No dealer has left the national star so far.
Secondly, products sold through e-commerce channels are not necessarily the best value for money products. At present, consumers generally believe that the cost of network sales will be much lower and the natural price will be lower. In fact, we have calculated that for LED lighting products, the total cost of online sales and offline sales is similar, but the specific composition of costs is different. The marketing cost, logistics cost, personnel cost and after-sales service cost of online sales are all A small amount of expenses. Therefore, if consumers buy products online that are 20% lower than the market price, they must seriously consider the quality of the products.
Thirdly, LED as a third-generation light source has high technical content and superior shape plasticity. Scene experience, installation and after-sales problems have always been a concern of consumers. Therefore, the current lighting products sold by e-commerce channels are mainly LED products with low technical content and easy installation. Their total sales are only a small part of the whole lighting industry, and will not affect the entire lighting industry.
Of course, at present, the rapid development of e-commerce, in the post-70s and post-80s main consumer groups, online shopping is an inevitable trend in the development of purchasing methods, and has affected people's daily consumption habits and consumption concepts. When people tend to be rational in online shopping, they no longer blindly pursue low prices. When the offline experience can truly serve online sales, it does not harm the interests of dealers, and the installation and after-sales service can be fully connected. At that time, Guoxing Optoelectronics will definitely do a good job in the e-commerce channel.
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