E-commerce channel won the favor of lED lighting companies
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As an emerging channel, the potential and speed of e-commerce market for LED lighting is also unimaginable. The data from the Tmall platform shows that the overall sales volume of the lamps and lanterns jewelry category is increasing. In March 2011, the sales volume of this category was 50 million yuan. By 2011, the total sales of lamps and lanterns exceeded 200 million yuan; In the year of the 11th, the sales of lamps and lanterns jewelry reached 600 million yuan, a year-on-year increase of 200, of which lighting products accounted for about 90, and the average daily search number of Tmall platform LEDs was 150,000.
The number of hot products is Taobao. For example, Taobao has more than 120,000 kinds of lighting products, including nearly 30,000 LED lamps, and the sales ratio is over 25. The sales ratio of some products is as high as 60. LED Market Reporter In the statistics of the number of LED lighting products sold on the day, online hot-selling LED products include: LED ceiling lamps, LED bulbs, LED energy-saving lamps, LED desk lamps, etc., and LED ceiling lamps are the best-selling on e-commerce platforms.
There is a price advantage to attract consumers. Currently, LED products sold online are mainly low-priced home lighting products. According to the results of the "LED Market" reporter survey Jingdong Mall, the lower the price, the number of products that can be searched. The more, the fewer the number of products, the more the network platform is currently attracting customers through price advantage.
LED brand contends from the brand situation, the current LED brand of e-commerce platform can be described as a hundred flowers bloom, competing for beauty, but also in the era of hundreds of schools of thought, except for a few brand advantages are more obvious, other brands are almost evenly matched, the entire industry is also temporarily There is no exclusive monopoly.
Take LED ceiling lamps as an example. If consumers search for LED ceiling lamps on Taobao website, the total number of such products is 153,300, of which Wuyuan Lighting and Lun Lan Lighting have the highest proportion of brands in the same category, the same as 18.20. ; The share of Nexant accounted for 16.90; Philips accounted for 7.6; Op lighting accounted for 5.59; NVC lighting accounted for 5.24.
LED lighting E-commerce concentration area Most of the major LED lighting products manufacturers are concentrated in the Pearl River Delta and the Yangtze River Delta region. Therefore, LED lighting e-commerce sellers are mainly concentrated in Guangdong, Zhejiang, Jiangsu, Shanghai and other places.
For LED manufacturers, especially for emerging small and medium-sized enterprises, the e-commerce channel is indeed a good choice for early sales promotion. Compared with traditional channels, the e-commerce platform has much lower cost investment in the early stage, but not all traditional enterprises are suitable. E-commerce platform, if there is a problem that the high-level does not pay attention, the core team's ability is not matched, and the product and brand differentiation are not high, we can't blindly enter the e-commerce platform. Enterprises must carefully choose their own product characteristics and development status.