Lighting market online and offline with the development

Lamps are still difficult to become stereotyped products, lighting companies mainly rely on physical stores to display, for lighting stores, e-commerce channels caused by the pressure and impact is not great. However, e-commerce has caused great impact on traditional channels. How to mediate the contradiction between e-commerce channels and traditional channels has become the number one issue for lighting companies.

The store is not affected by the development of online and offline reporters visited several professional lighting stores, store managers have expressed that the current lighting stores are not affected by the electricity supplier. Guo Xiu, general manager of Guangdong Guangbohui Investment Development Co., Ltd., said that e-commerce is the future trend, but it has only just started in the field of lighting lighting. Although many companies are actively squeezing into e-commerce, their ideas and methods are not mature enough. At present, the products sold on the e-commerce platform are generally finished lamps, but the e-commerce does not occupy the main position of the market. Lamp-based stores are less affected by e-commerce, and temporary pressure is not yet great, but it has a great influence on the original traditional channels of lighting lighting companies. Therefore, he advocated "Sunshine Procurement" and assisted manufacturers in expanding foreign channels. Guangbohui had this plan, and Guangbohui also had plans to build an online platform to help manufacturers develop more channels.

So, which aspect of the traditional channels has the greatest impact on e-commerce? Guo Xiu believes that both primary dealers, secondary distributors, and terminal retailers are strongly impacted. After all, manufacturers directly ship to consumers, eliminating the need for channel partners, and compressing the living space of channel providers. Therefore, manufacturers should protect channel providers, and online and offline products should be differentiated in product models and specifications to protect the interests of channel providers.

The relevant person in charge of the China Lighting Capital Lighting City also stated that the popularity of e-commerce will certainly have an impact on traditional channels such as stores and channel distributors. People's spending habits have changed, tomorrow, the market for e-commerce will be very broad.

The market is going to be segmented but the traditional channels do not need to be too alarmed. Traditional channels are still the main channels for lighting companies. The sales performance of e-commerce companies is mostly icing on the cake. Lighting companies must take the lead in protecting the interests of their customers by developing e-commerce.

In addition, many store owners believe that the stores are moving toward segmentation. Guo Xiu expressed his understanding: “Although the lamps and lanterns in the lighting market are still numerous, the market is not yet saturated. Moreover, the product categories of each store are not complete and cannot cover all product categories and brands of different grades. In the future, market segmentation is very important. Also has a good vitality, subdivided lighting stores may be one by one to emerge.” China Lights Lighting Accessories City, the person in charge also believes that the current lighting market has also emerged a trend of subdivision. Take the China Lighting Capital Fittings City as an example. In the past, it was classified as crystal, hardware, and others. But in the middle of this year, crystal, hardware, and LED were used as the three major sections. It can be seen that there are still very strong vitality in the lighting stores.

The reporter found that LED ceiling lamps, lanterns, LED lighting and table lamps are more suitable for companies to explore e-commerce channels. Lamps are more suitable for e-commerce channels than light sources. Enterprises only need to install several matching or conventional light sources on the e-commerce platform. When the LED light source price and the light source is almost the same, consumers are not resistant to LED light source, because more energy-efficient, longer life, more environmentally friendly LED bulbs cost-effective, so the sales in the e-commerce platform is also better. Geographically, Guangdong lighting manufacturers have more advantages in the development of e-commerce, especially in Zhongshan, with high cost performance and rich style.

For manufacturers, the physical store pressure is not small. 73% of the manufacturers' sales outlets either maintained flat or did not make ends meet, and 72% of the manufacturers believed that physical stores had caused some pressure. Therefore, 70% of the manufacturers are already working or planning to engage in e-commerce. But in fact, e-commerce is quite "burning money", especially in the initial investment, the company's investment in e-commerce and output often can not be balanced, at present the proportion of e-commerce companies occupying the total sales is not large. Here, the reporter suggested that the majority of lighting companies interested in entering the e-commerce field: should be clearly positioned their own products, standard products, or personalized products. Different products need to solve different problems, resulting in different core competitiveness. It is not that a unified e-commerce provider can achieve success. Different products and different consumer groups must choose different e-commerce platforms.

Through investigations, the reporter also found that nearly 40% of dealers have been overwhelmed by the burden of renting in physical stores, and more than half of the dealers have maintained revenue support or income. The days of the original distributors were not very good. Under the impact of e-commerce, the future of traditional channel providers will be even more difficult. However, according to the survey results, nearly 70% of the dealers’ awareness of the crisis is still relatively weak, and obviously not enough attention is paid to e-commerce.