Dare to ask if led enterprises have made online an

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Dare to ask led enterprises to make online and offline compromises

in 2014, tmall Taobao's "double 11" one-day transaction exceeded 57.1 billion yuan, which is enough to make the "Black Friday" in the United States, so we can only choose to stand in the corner silently and think about it. And the figure of 57.1 billion did not make "e-commerce" the hottest keyword of the year, but made o2o a little hyped. During the "double 11" period, lighting can be said to be full of money. During the "double 11" period, many LED lighting enterprises benefited a lot from e-commerce channels. However, at present, l11 Note: 1. Generally, the accessories that rubber and plastic manufacturers need to add are the o2o in the ED lighting industry, which is still in a false fire state of "ideal is very plump, reality is very skinny". What are the advantages of o2o mode? How should LED lighting enterprises face the challenges brought by o2o mode

through the comparison between online and offline, why are offline physical stores full of sadness, and when the world seems to be heading towards the "ideal" situation of "either e-commerce or no business", sweeping all online, suddenly threw a straw to save offline, which is the Bodhisattva's heart of online tycoons, unwilling to kill them all? Or did they find that the business model of Internet + Express is inevitable with congenital genetic defects

in fact, to solve why there is o2o, we must first solve why there is e-commerce

dare to ask whether led enterprises have made online and offline compromises

e-commerce is called the business of not meeting. Its core is to eliminate the transaction costs of face-to-face business, improve transaction efficiency, reduce transaction costs and increase transaction experience. This makes perfect sense from the perspective of channel innovation. It is precisely because it conforms to the law of channel development that the barbaric growth of the embryonic form of e-commerce has been working hard and has never given up

direct marketing or catalog marketing, to some extent, is the early embryonic form of e-commerce. It is said that Europe in the 15th century had the earliest catalog list promotion. Deliver product and service information to target customers or prospective customers through specific media (magazine advertisements, product catalogue DMC, etc.), and customers respond to the offer of the enterprise through e-mail,, etc., which is similar to the current push information through PC and end, and then communicate with IM real-time communication tools? In the lighting industry, the same is true of the sales process, but more attention is paid to installation and after-sales

in fact, this is not the point. People in the 1970s had this experience. In China, direct marketing of advertising in authoritative magazines is much more effective than simple catalog marketing (product information delivered to target customers in the form of product catalog list). A fundamental reason is that consumers regard authoritative magazines or familiar publications as endorsements of commodities, and directory marketing obviously does not have this innate advantage. In those days, those "white mice" who like new and strange things really get commodity information in the magazines they trust, and then go to the post office to remit money. They spend more than half a month in expectation, just like the girl of arranged marriage, waiting for the groom who has never met in the bridal chamber. It's strange and urgent. I still remember that a junior high school classmate of mine ordered a radio by mail on the advertising page of the prestigious "bosom friend" magazine at that time. After a long wait for one month, when I opened the parcel box, the parts in the radio had been fragmented and shook at random, which was already roaring. When my classmate called the number on the advertisement page again to ask for an explanation, the merchant simply used "please contact the local post office" and would not accept it. At that time, this kind of situation not only had no way to complain, but also was not popular, and ordinary people could not play every day. Such a bad shopping experience determines that it is difficult for both parties to play happily in the future. In China, where the reputation system is not perfect, consumers consciously or unconsciously put reputation endorsement first, that is, is it safe for me to buy things here? E-commerce has been used for more than 20 years, and the demand for plastic flexible packaging in the region will increase at a rate of 5% every year. This reputation system will be gradually built, which has achieved little, but it is still flawless

of course, directory marketing was also popular in those years, such as Avon direct selling or Avon pyramid selling. At that time, the state had no explicit policy to deal with MLM. Avon brought this business model to China and cooperated in the way of catalog marketing. Although there was no physical object, its sales were quite hot. In fact, Avon's catalog marketing has been separated from stranger marketing, mainly the recommendation of acquaintances, and the reputation endorsement of acquaintances is even greater than authoritative magazines to some extent

another embryonic form of e-commerce is TV shopping. Yike chooses different experimental speed according to the materials. However, it is a business that is not seen, and it is still an invisible object. TV shopping has really flourished in the struggling years of Taobao. Apart from the eight stars and eight arrows of Mr. Hou, TV shopping can rise. Naturally, the reputation endorsement of local TV stations is indispensable

although direct marketing of magazine advertisements, including TV shopping, has made little achievements, they can't be popular. The fundamental reason is that they are parasitic on an existing platform, which can quickly share the reputation endorsement of the platform, but they can't change the original mainstream functions of the platform and serve pure business purposes. For example, magazines must be a platform for reading, and TV must also be a platform for entertainment. From the beginning of its birth, e-commerce broke this shackle, just suffering for reputation endorsement. Such a background doomed the e-commerce model to soar or die without a whole body

Ma Yun's cleverness lies in his early insight into this opportunity. He came up with countless ways to build the reputation system of e-commerce: third-party payment, 7-day unreasonable return and exchange, extreme refund, and later the deposit system. While building this reputation system, we have also found opportunities for enterprises to make profits. At this point in life, what do you want? After 20 years of painstaking management, Alibaba has made a lot of profits by endorsing its reputation, but it can't be bothered by it

e-commerce, which leaves physical stores far behind, found that the more tangible things are, the more limited, the more intangible things are, the more infinite. When you put the intangible thing of reputation into infinity, your own is also infinitely enlarged. But when I want to solve the problems of fake goods, wrong goods, overtime delivery and so on, I am powerless. Is the lighting industry going through such a process? Take a look at the offline physical stores that have been killed in an instant, and return to your vision

more importantly, in front of each consumer's home, there is a physical store with real money. In China, where the reputation system is not perfect, isn't this a variant of the visible and touchable trading method that Chinese people like? However, when consumers meet the store again, the store no longer focuses on the simplest sales function, but begins to rank first in the same industry in China, focusing on its best and most suitable display and experience functions. In this way, oto became popular overnight on the genetic defect of pure online shopping

successful channel innovation must be the redistribution of channel functions, not simply who eats who! The standard of redistribution must be the expression of consumers' real needs. E-commerce alone cannot bring long-term benefits to led enterprises. Only from the perspective of end consumers, the best marketing mode is to truly achieve the price as the sales price, and the service and after-sales, such as the operation of physical stores

on December 12, 2013, in the 1billion yuan bet between Dong Mingzhu and Lei Jun, smart Ma Yun did not accidentally choose Dong Mingzhu, the representative of supporting the real economy, rather than Lei Jun, the representative of the virtual economy. Perhaps before that, Ma Yun had already known the chess game that must be integrated online and offline, but the time had not come

it should be mentioned that on November 21, 2014, Ma Yun said, "it's impossible to buy a Rolex watch for 25 yuan. It's because you're too greedy." It caused an uproar. I don't know whether it's the owner's complacency to reach the peak of life, or the media's taking it out of context. As a platform builder, Taobao or tmall, if they deviate from the original intention of building a reputation system, don't put an end to counterfeiters from the system, but ask consumers to be more open-minded in terms of words, the platform will forget the purpose of e-commerce when it first started. You know, reputation comes and goes like a mountain

strip off the gorgeous coat of o2o. All services o2o are people-oriented and need to return to the service itself. Perhaps the o2o mode of the lighting industry needs to break away from the fixed thinking, truly stand on the perspective of consumers, integrate a variety of social resources, and provide users with more considerate, thoughtful and convenient services. Here, I really want to say to LED e-commerce enterprises: only by not forgetting the original intention can we have a beginning and an end

Copyright © 2011 JIN SHI