E-commerce LED terminal "fast lane"

[Source: "High-tech LED-lighting market" July issue Zhou Jianhua]

The “drama” staged in the LED industry in 2011, such as channel competition, marketing campaign, and financing listing, has come to an end. In 2012, e-commerce entered a “mature” year. Although consumption data was continuously refreshed, the situation of various capitals swarmed down significantly. In the field of lighting, due to the pressure of real estate regulation and control, LED products seem to stand out in the context of other categories. The sales ratio of LED lights on B2C platforms such as Taobao Mall, Jingdong and Amazon are more than 25%, and the sales ratio of some products such as spotlights is as high as 60%.

The potential for new light sources and new channels is unquestionable. Under this trend, what are the performance and status of key elements in the e-commerce channel chain of LED companies, e-commerce platforms, and purchasers? Can the e-commerce channel become the breakthrough and main channel for LED lighting to quickly cut into the terminal and grow steadily?

Rapid development

Online shopping is no longer a new word, it has become a daily language for people. In April this year, the e-commerce research data released by the Ministry of Commerce of China showed that the total amount of e-commerce transactions in China in 2011 was 5.88 trillion yuan, a year-on-year increase of 29.2%, equivalent to 12.5% ​​of the GDP of the year. Among the online shopping consumers, more than 80% are young people between the ages of 23 and 35, and this group is the backbone of home building materials consumption, whether it is the online online shopping market or the offline physical market.

As an emerging light source, LED has been cultivated for several years, and with the support of national policies and subsidies this year, the acceptance of LEDs by terminals has been increasing. The pursuit of individuality and modern consumerism by young netizens has also led to an increase in online shopping for LED lamps.

According to the statistics of the reporter, among the more than 120,000 kinds of lighting products sold on Taobao, the number of LED lights is close to 30,000. In the Jingdong Mall, there are more than 4,500 kinds of lighting products, and LEDs also account for more than 1,000 kinds. As far as the downlights are concerned, through the search of several e-commerce websites with great influence in China, it is found that the LED downlights sold on the B2B website reach more than 60% of the sold downlights, which is on the B2C website. Also reached 40%.

At the same time, LED online shopping has sprung up. B2B and B2C websites have become important sales platforms for LED lighting products. Even some enterprises have used the network platform to get out of the country and become a “quick winner” with annual sales of over 100 million yuan through e-commerce.

“The number of LED sales and the number of companies involved is really amazing, but the quality is also a concern. The B2C platform with the most popularity and sales is also the most chaotic river.” One is not willing to participate in the C store (market seller) “price system” "The LED business photo seller who chose to invest in the bigger Tmall Mall last year said helplessly."

According to the statistics of the reporters, at present, the number of stores selling LED lamps in Taobao and the mall is 4,151 and 884 respectively, and this does not count the number of lamps and lanterns that are involved in LED products. The situation is not more than physical channels. pure".

Table 1

On the B2C platform, the search and transaction population of LED lighting products and their consumption level comparison list:

(Source: Taobao Data Center)

Experience catching up the price

In the era of Alibaba and Taobao C stores, the low-cost competition in the C2C platform has not been added. The goods sold are mostly counterfeit and counterfeit, the cost is relatively low, and the payment security cannot be guaranteed. As a result, the consumer groups of mainstream brands are absent.

With the emergence of Jingdong, Amazon, Tencent, especially Taobao Mall renamed "Tmall" and some professional platforms such as high-tech LED boutique mall, the C2C and B2C business division is more clear, the brand and value of the mall is more The mainstream consumer groups that can reflect and pay attention to quality experience are gradually returning to the online shopping platform.

“It is precisely because China’s online shopping consumption has gradually matured, and the proportion of brands that focus on brand and quality has gradually increased, and we will make great efforts in the e-commerce channel.” Fang Xiao, Vice Minister of Commodities, Toshiba Lighting (China) Co., Ltd. The reporter said.

High-tech reporters search for Taobao Mall, Jingdong Mall, Amazon, Pat Mall and other major B2C platforms are not difficult to find, the LED series of recent sales of the top few are industry brand companies, such as Philips, NVC, Op, Mai Hui, John The source is on the list of famous brands, and the repetition rate is relatively high.

"It is not excluded that some merchants sell sheep meat and sell counterfeit products on the B2C platform. However, from the perspective of consumer demand, the purchaser has already paid attention to the brand and quality, and buyers who entered the mall have begun to pay attention to the consumer experience. , will not care too much about the price." A NVC lighting network agent told the high-tech reporter.

And a Taobao insider told reporters: "The comprehensive platform has a wide variety of products. Taobao's supervision of counterfeit products is indeed not as good as the professional platform. More depends on the access threshold, business conscious, consumer complaints, and corporate supervision. However, the quality supervision of current LED chips, housings, drives and other components is even more powerless."

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