If you don't have your own online brand, what you miss is not an opportunity, but an era. As Lin Yufeng, chairman of Zhouming, said, the pace of developing e-commerce for lighting companies has never stopped, and even more and more firm and faster.
More and more companies such as Sunshine, NVC, Opp, Philips, and Chau Ming have begun to make great efforts in e-commerce. Foshan Lighting has revealed that it must give certain policy support to e-commerce dealers to ensure its development.
On the one hand, it is the active layout of enterprises. On the one hand, the profits of traditional lighting dealers are constantly being eaten by e-commerce.
Affected by e-commerce, customers have been diverted a lot. A dealer told reporters that the development of e-commerce has become the first choice for consumers to refer to and compare products.
It is understood that the price transparency is high, the price does not have to travel back and forth between the various lighting stores, logistics convenience, cash on delivery, 7-day return and other offline stores do not have the advantage that e-commerce has been almost barbaric growth in the past two years.
Through the e-commerce platform such as Taobao, Tmall, and Jingdong, the reporter has a large number of best-selling products with high cost performance. There are products ranging from a few yuan to thousands of yuan, but the home products of tens to hundreds of yuan have become The probability of selling money is relatively high.
In-store price comparison or online purchase of some products, and then go to the physical store to purchase some products, let the store responsible for the installation, give some of the installation costs, resulting in a decline in overall profits. This situation has been encountered by more and more dealers.
At present, the low-end consumer groups are diluted by e-commerce, which is very serious for dealers.
It is understood that the online price is now cheaper than the physical store, the original profit is low, the cost of stores, personnel, etc. is high, and the pressure on the Internet is greater than the price. A dealer bluntly said.
With the 80s and 90s gradually becoming the main force of the household consumer group, such people are accustomed to using the network and relying on the network. In the future, with the change of consumer habits, the impact on physical stores will continue, the profit margin of merchants will decrease sharply, and product sales will continue to decrease.
According to the reporter's understanding, not only the traditional channel providers are affected by the e-commerce channel, but also the influence of the engineering channel providers on the e-commerce channel.
The profit of the project is mainly due to the opacity of prices, and the development of e-commerce has greatly reduced the current engineering profits. A business representative told reporters.
It can be said that e-commerce is not only for users, but also for the future. The impact of e-commerce on physical stores cannot be avoided. How traditional lighting dealers find a way out is king.
In order to reduce the impact of e-commerce, a representative of a physical store dealer told reporters that they usually lead customers by cost-effective, quality-assured products, and promote customers to increase customer traffic.
Some industry experts suggest that physical store dealers can find ways to locate and channel, for example, to shift to a high-end, distinctive direction, or to increase investment in third- and fourth-tier cities.
Of course, there are also many lighting dealers who are also choosing to face e-commerce in a positive way. Try to combine the water and electricity business with the online store, and use the physical store as a supporting facility for online retail, providing follow-up services such as picking up, paying, returning and returning. This is undoubtedly a path to explore.
In response to this situation, some experts suggest that the current domestic e-commerce is driven by scale rather than profit, and physical dealers must have long-term plans for low profits or even losses. At the same time, with the increase of traffic costs, physical merchants have the advantage of creating online platforms, and also need a lot of financial support. While developing e-commerce channels, manufacturers should avoid conflicts with traditional distributors in terms of products and prices, and broaden the sales channels for dealers.

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