At present, the lighting consumption of most households accounts for about 10-12 of the renovation cost, and the proportion is still rising, which means that with the improvement of the public's living standards, LED lighting is the awareness of creating a stylish home. Therefore, middle-to-high income people and people who advocate high quality of life will pay more and more attention to the application of LED in the home.
Under the trend of network consumption, LED online marketing should face two development directions in the future: First, it must establish a brand and know how to use branded media to spread the brand. Second, LED products must be more and more creative, scale and personalized. The only way to go. Tan Jian, general manager of Laiwei Optoelectronics, summed up this.
Enter the LED keyword in the e-commerce webpage, and immediately jump out of a bunch of LED products. You can also sort by brand, type, home decoration style, etc. Some will also mark the color temperature, power, applicable space, etc., and consumers are very convenient to choose. Moreover, online shopping is not restricted by geographical areas and has a wide range of radiation. These are the advantages of choosing an e-commerce.
However, in order to truly embrace e-commerce, the LED industry must solve three major problems: brand awareness is not strong, profit sharing with distributors, and online and offline prices are unified. There is a long way to go.
The reporter used LED lighting keywords to search for several big B2C platforms such as Taobao Mall, Jingdong Mall, Amazon, and Pat Mall. The number of stores exceeded 15,000. The top sales of LED series products are well-known brands in the industry, including Philips. NVC, Op, Maihui, Hanyuan, etc., have a high repetition rate on the list.
Brand is an important part of the development of e-commerce. Some people may think that price is the lifeline of e-commerce development. In fact, price can really stimulate marketing to a certain extent, but in more cases, the price temptation is built into the brand influence. For example, if you plan to buy an item in Taobao, you will search, so you will find a lot of categories and stores, but many users in the selection, first look at the credibility of the store, such as a few drills And so on, so you will be assured when you place an order. Tan Jian analyzed that only one stimulus can not bring much user loyalty.
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In fact, whether it is Singles Day or various annual marketing, including Tmall, Taobao, Jingdong, Dangdang and other large platforms can not hold the user's loyalty.
Industry insiders concluded that there are currently only four ways for LED companies to market their brand in the Internet: one is to bid for search engines such as Baidu; the other is to advertise on well-known websites and industry websites; the third is on B2B and B2C websites. Create an online business or online store; the fourth is to promote your website or online store via email, web forum or SMS.
In fact, many online sales LED companies have realized the importance of network promotion, and they are constantly trying, but most of them still do not receive the expected results.
After a lot of efforts, but there are fewer than 30 companies that can really get a brand, consumers can't be more impressed to say a certain brand. It can be said that not paying attention to brand building is a common phenomenon in the lighting industry. An e-commerce marketing executive said.
In fact, this road is not easy to go, from the traditional lighting industry to the transformation of e-commerce, and now into the mobile field upgrade, it means a new field of exploration and development. The current e-commerce development trend, the diversion of shopping groups, and the diversified e-commerce structure have led many companies to explore e-commerce, experience operational experience, technology bastion, talent bottlenecks, lack of resources, cumbersome entry procedures, time costs, and huge expenses. The process of all kinds of labor injuries. Yuan Guilin concluded.
In terms of brand building, Shi Jie, chairman of Jiangsu Shifu Lighting, reminded that under the network marketing model, companies must understand three points: first, how consumers know the brand and products of the company; second, how consumers produce products for the company. The third act is how to let consumers spontaneously spread positive information for the company.
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