Network price war "burned" LED terminal store

[Source: Gaogong LED 's " LED Lighting Channel" magazine January issue / Zhang Wei]

First-line brand " touch the net " for a long time
After several years of development, online shopping consumption has become extremely hot. As of January 5, 2013, Taobao net lamp series sales champion for a long time 5W LED666 table lamp, sold 17032 pieces, priced at 33 yuan (national shipping); Taobao ceiling lamp series sales champion Donglian 21-30W LED ceiling lamp , sold 15,477 pieces, the price of 24.75-49 yuan (national package); Taobao energy-saving series sales champion only music 3W-7W LED bulbs, sold 57078 pieces, the price of 11.68-26.8 yuan (national shipping) .

The popularity of online shopping has also attracted traditional lighting companies and LED lighting companies to follow up. Among them, Carbostone, Henderson, Osram and other companies have entered Suning Tesco, and Panasonic and Philips have entered the Jingdong Mall. NVC, Opp and various agents are stationed. Tmall, as well as some LED SMEs stationed in Tencent pats and so on.

For the new LED lighting companies, if the terminal dealer channel development is not progressing, entering the online shopping platform is a better choice. However, for lighting companies with independent channels, there are many scruples in the online shopping platform. Although the traditional brands such as Op, Panasonic and other companies claim that the official online store's product sales price will be higher than the physical store, but this did not dispel the concerns of its dealers, dealers are still worried that the official online store sales will hit the physical store.

In addition, the official after-sales service of Oupu official website is also convenient. As long as the quality problem occurs when the customer purchases, the photo can be taken directly, and the picture can be sent to the after-sales service through Aliwangwang, and the product can be directly replenished after the sale, so that the customer can enjoy the after-sales without leaving the house. "Train services.

Online and offline price disparity
So far, online shopping platform sales champions of various categories have their common points. First, the price is the lowest in the whole network. Second, the pictures in the online shop are very user-friendly and exquisite, so that customers can see the impulse to buy. Third, the appearance of the product is modern. In line with the modern aesthetics of modern people.

In addition, the first-line dealers will enter the online shopping platform, which will surely drive the second and third-line dealers to follow up. The fierce competition between online shopping platform stores is inevitable. Take Panasonic, Philips, and Op, for example, the price war that has erupted online has affected physical stores.

Panasonic 5W spiral energy-saving lamp Tmall price of 14 yuan, courier fee of 8 yuan, monthly sales of 2898 pieces, Tmall online shop agent for Shenzhen Tongjian Optoelectronics, Shenzhen City, another home lighting city Panasonic operation center 5W spiral energy-saving lamps price 20 yuan.

Panasonic model HAC9055E 32W ceiling lamp Tmall price of 297 yuan, courier fee of 10 yuan, monthly sales of 127, Tmall online shop agent for Beijing Jingdong Chuangzhan Trading Co., Ltd., also Tmall shop agent Panasonic Guangzhou store Panasonic's flagship store with the same style product online store price of 299 yuan, Shenzhen City, another home lighting city Panasonic operation center price of 499 yuan.

Philips model 30074 6W cool Czech LED table lamp Tmall price 259.9 yuan, courier fee 25 yuan, online store agent for Yiwu Daji Trade Co., Ltd., Shenzhen another home lighting city Philips fashion home museum price 420 yuan, Philips model 30276 32W ceiling lamp Tmall price 109 yuan, Shenzhen another home lighting city Philips fashion home hall price of 499 yuan, and so on online and offline products price gap is huge.

Physical store management is difficult
The result of dealers entering the online shopping platform is a big price war, so that the price of the product is getting lower and lower, even pushing the cost price, and many physical stores are naturally affected.

Take Op, for example, Chen Haiqiu, sales director of Shenzhen Futian B&Q Yaliang Lighting Co., Ltd. told reporters, "Tmall Opal store agent Beijing Hairun Guanghui Technology Opal Chenguang 66W ceiling lamp Tmall price of 198 yuan, dealers take the price of 206 yuan And other agents in the online store Op Orange Orange 40W ceiling lamp Tmall price 118 yuan, the dealer to get the price of 110 yuan, online product sales price is cheaper than the dealer to get the price, so how to sell the same product store? ”

"Guo'anju our store area is 160m2, the annual rent is 200,000 yuan, and it is only 80,000 yuan in Tmall. The light rent is more than twice that of Tmall. Especially on November 11 last year, Taobao's large-scale promotion directly leads to the store. From the 11th, for three consecutive days, no one entered the store to buy the lights. After three days, some people entered the store to buy the lights. Most of the customers entered the store to fill the lights. In the future, the store will be difficult to run. ”

As a result of the low price of online store products, in addition to the difficult travel of physical stores, it also led to price competition between online stores entering vicious competition.

Yiwu Daji Trading Co., Ltd. Tmall salesman told reporters that "Philips 6W cool LED table lamp, they are the lowest price products of Tmall, because this table lamp is for the student market, Philips promotion in the beginning of September last year, We have a lot of goods, and now we have stocks. As far as product prices are concerned, as long as you pay attention to the skill strategy, other online stores are unlikely to get a lower price than them."

Second-line merchants " boycott " online shopping
Relative to the first-line brand, second- and third-tier enterprises are still waiting to see e-commerce. Even in the terminal, many dealers believe that the impact of online stores on physical stores is very limited. The reason is that physical stores are spot products, consumers can experience, after-sales protection. Convenient, the price of online shop products is very cheap, but consumers rely on pictures to buy lights, you need to rely on support, especially expensive lighting consumers will go to the store to buy, even if the product is broken and easy to replace.

Ms. Lin of Yantian District said when she bought the ceiling lamp at the Luohu Songxia Electrician Operation Center, “She bought the house in 1997. Now many lights in the house have been broken, so come over to make up the lights. Neighboring neighbors are on Taobao to buy lights, but I don't trust online products, so I still go to the store to buy lamps."

Every time a customer enters the store and compares the price with the online store, the dealers take back the claim that the online shopping products are not guaranteed for after-sales maintenance. Over time, the terminal market becomes a unified sales speech, so that this concept first affects itself and is self-styled. An excuse.

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