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With the rise of e-commerce and the O2O model, it has more or less impact on lighting stores. Many store merchants said that the impact of e-commerce and O2O is a significant reduction in customer traffic, and the price of online and offline products is not the same, which brings a lot of trouble to the merchants in the store. However, under the influence of such a big environment, the store is not the old way to follow the rules, but to seek marketing innovation, whether it is built or under construction, the store began to lead the establishment of online platforms to drive offline sales.
O2O has no obvious impact on the store. With the development of e-commerce to a certain maturity, O2O has begun to enter people's field of vision. This innovative online marketing model has also received increasing attention from entrepreneurs in many lighting and lighting industries. O2O advocates the combination of online experience and offline. Through the integration of online shopping platform, logistics distribution and after-sales service, many lighting and lighting companies have solved the shortcomings of logistics and after-sales service in the early stage of e-commerce, and naturally they have also obtained enterprises. Our favor.
LED related research report 2014-2018 China LED digital light tube industry market competition pattern and investment risk analysis report April 2014 2014-2018 China LED automotive lighting industry merger and reorganization deep research consulting report 2014-2018 China LED light industry merger Restructuring in-depth research and consulting report 2014-2018 edition LED automotive lighting industry government strategic management and regional development strategy research consulting 123 O2O mode has little effect on LED lighting stores, will the prevalence of O2O bring status threats to lighting stores? In response to this problem, the newspaper's special planning team conducted a store survey to distinguish whether the production areas and sales outlets in the production areas were significantly affected by e-commerce and O2O. First of all, I visited a number of production areas and sales area stores. I can observe whether it is a mid-range or high-end store. Even though the e-commerce and O2O modes are bombarded, the store has a set of development strategies. Integrate and strengthen the brand.
According to Jiuzheng Building Materials Network, a high-end store that is a light source company said that no matter whether it is O2O or e-commerce, there is no obvious impact on the store. As for the problem of goods distribution, few businesses can achieve perfection; The main consumer of the lamp is still in the consumer group of more than 30 years old and above, and most people have little interest in online shopping, and the younger generation of online shopping madman is not enough to influence the impact of e-commerce on the store.
The sound of the store can coexist. Wang Dongru, manager of the investment department of Xingan International Lighting City, admits that Xingan International Lighting City is an emerging lighting store. The impact of the current e-commerce and O2O model on the Xingan International Lighting Store is still very small. Because Xingan International Lighting City not only relies on physical stores, but also established the e-commerce department, the biggest difference between e-commerce and physical stores is the same price problem, marketing coordination problem, supply chain integration and so on. Price war is an indispensable way of marketing, but e-commerce can't replace the social function of physical store. If e-commerce and physical store can make the price of the item consistent, the two marketing models can coexist.
O2O is a common price strategy in the market competition for selling online and offline products. Therefore, the impact of e-commerce and O2O on the store is inevitable. The most direct manifestation is the customer flow of the store. There is a significant reduction. Su Guangyu, general manager of Wangren Lighting City, said that compared with the high-end stores, the impact of e-commerce and O2O is larger, because the rent is more expensive than the mid-end store. In such an environment, the future development of the store will still consider moving to the O2O model, because this is a trend.
The business voice can complement each other. Li Yunjiang, Zhongshan Lingli Home Lighting Co., Ltd. admits that the e-commerce and O2O models have definitely brought certain impacts to lighting stores and businesses. The specific impact is reflected in the passenger flow problem. The number of customers is no longer the same as in the past, because the rise of e-commerce and O2O models has increased the channels for consumers to buy, making the store no longer the preferred shopping route.
Li Yunjiang said that his company is also doing e-commerce, the overall effect is not bad, but the main sales channel is still a physical store. Now that e-commerce is so hot, the O2O model has received much attention. Therefore, it is necessary to make strategic changes in the sales channels in light of the actual situation. Therefore, in the future, there will be some emphasis on e-commerce and mutual consideration, so that physical stores and e-commerce can complement each other. In the true sense of online and offline combination.
The entity still has the advantage. Huang Xiaolu, director of the Suzhou Lights Home Living Museum, said that with the development of e-commerce and O2O models, the impact on physical stores is more or less inevitable. However, for Suzhou lamps, it is necessary to see the actual effect, and the impact is not particularly obvious. Because Suzhou Lamps Home Life Museum is a high-end brand, most of the customer groups that sell are high-end customers, plus a marketing concept of service, service, and service, especially focusing on pre-sale, in-sale, and after-sale services. So the impact is still small. Only young people tend to e-commerce, forming a habit of ultra-low-cost consumption, and high-end customers still tend to feel at the store with the physical store.