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Three models of old-fashioned lighting companies doing e-commerce
After years of tossing, the traditional old-fashioned enterprises in the lighting and lighting industry have basically accepted the new sales method of e-commerce. Some have built their own online shopping malls, some have opened stores in Taobao, Tmall or Jingdong, and some have Joined the professional lighting lighting e-commerce platform, and the specific operating modes are different. After years of tossing, the traditional old-fashioned enterprises in the lighting and lighting industry have basically accepted the new sales method of e-commerce. Some have built their own online shopping malls, some have opened stores in Taobao, Tmall or Jingdong, and some have Joined the professional lighting lighting e-commerce platform, and the specific operating modes are different. In fact, traditional old-fashioned lighting companies are not unwilling to accept e-commerce, but it is difficult to solve a big contradiction, that is, the price of traditional agent channels and online sales prices cannot be unified. After several years of trials and explorations, the industry has gradually formed the following three modes, each of which has its own advantages and disadvantages, which depends on the actual situation of the enterprise. One is the dual brand operation mode. As the name implies, the dual-brand operation is operated by two brands, namely two different brands online and offline. Its advantage is that it can solve the problem of the price and online conflict of the original offline agent of the traditional old-fashioned enterprise. The disadvantage is that the requirements of the online operation team are relatively high. Since the online brand is a new brand, without any market foundation and popularity, it is equivalent to re-operating a brand. This requires the online operation team to have a very strong brand promotion and operation capability, and the capital investment is relatively large, otherwise it is very It is difficult to stand out in the fierce online competition. The second is the product differentiation operation mode. That is, the product differentiation operation is carried out online and offline, for example, different styles, different series or different categories are operated separately. There are products on the line, there are no offline, products sold offline, can not be found online. This can effectively distinguish between online and offline products and solve product price conflicts. For stereotypes such as light sources or commercial photos, more companies have used wattage to distinguish between online and offline, such as online sales of more than 30 watts of large wattage products, offline sales of less than 30 watts. This is also a method of wattage products. However, this model requires enterprises to have strong product development and production capacity, and there are enough products to support the online and offline routes. This mode is also the one that is currently the most used. The third is the unified retail price operation mode. This model is to mark all online and offline retail prices. It is more inclined to use e-commerce or online sales as a supplement and tool, not focusing on online actual transactions and sales. The advantage of this model is that it can facilitate agents to divert consumers to offline stores and promote offline sales; its drawback is that there is no advantage in online prices, and online trading volume is extremely low. This is the three models used by traditional veteran companies in the lighting and lighting industry in the past two years. It may be useful for companies that have not yet found e-commerce operations or have no ideas.