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O2O mode, as a hot topic in the lighting industry, its relationship with physical stores and stores has been increasingly concerned by the industry. The O2O model is a trend in the future. It is undoubted that only in the case of the booming O2O model, how the store breaks through the existing difficulties, the industry has issued a variety of voices.
The e-commerce expert view online and offline and the different O2O mode means onlinetooffline. This means that it requires offline and online collaborative participation. It can be online shopping, offline logistics distribution installation, such as the mode of cooperation between Tmall and Rishun; or the model of Melody can completely experience the store according to its own business development; there is also a tradition of online Mall e-commerce mode. The O2O model is a complement and development of the traditional sales model of the store, not an obstacle.
As a store, the O2O model should be fully used as a way to serve customers and improve customer stickiness. For large or high-end lighting consumption, many consumers still want to experience on-site. Furniture stores can open online payment offline experience and logistics distribution, so that consumers can enjoy real convenience and ease.
In addition, WeChat as the main implementation of O2O is also not worthy of attention. The most important function of the WeChat public account is customer service and fan accumulation. For example, the customer pays attention to your WeChat public account, and can know where the new products are listed, where the purchased products have arrived, and how to maintain the later lamps. In terms of fan accumulation, WeChat also has an irreplaceable advantage. Our traditional network traffic is costly to buy, whether it is Baidu promotion or Taobao's through train promotion, we have to pay, and these traffic is not accumulable, customers come After leaving no information, the next time you want more traffic, you can only continue to spend money to advertise. WeChat is different. As long as the customer pays attention to your micro-signal, he will automatically become your fan. If you have any activities, he will pay attention to it for the first time. These free traffic is what you can actually keep.
In short, the significance of the O2O model is to provide consumers with more personalized and humanized needs, so that consumers can enjoy intimate services at any time, anywhere, and at will.
The marketing expert's point of view is very full and realistic. It has been a long time. Some people have been discussing whether the physical store will gradually disappear or even be replaced because of the prosperity of e-commerce. Now, this problem has been extended to the lighting store, e-commerce and O2O, the Yangtze River, will wave the front wave of the store on the beach, for this reporter interviewed a well-known marketing planning expert Hess, under the impact of e-commerce and O2O The development of the store makes a personal opinion.
He Stan said that the development of e-commerce and O2O has indeed brought shocks to the store. Directly speaking, it is to grab business. The e-commerce business is flourishing, and it does not say that it has increased the purchase channel for consumers. The incentive for price is also a day for consumers to make online shopping platforms and physical stores. In many cases, online and offline prices are different. Naturally, whoever is low will win the favor of consumers.
Hess proposed the concept of online and offline benefit sharing mechanism, that is, online communication, offline sales of 80% to rely on physical stores to achieve, but the operation involves a large system of obstacles, such as intensive distribution channels, customers The distribution of the group, the division of interests, and taxation are really difficult to achieve. In addition, if you want to do O2O, you must achieve two-handed grasp, one-handed spread, and one-handed channel. On the one hand, there are still traditional enterprises that resist e-commerce and ignore the role of e-commerce. On the other hand, most people who do e-commerce nowadays are not familiar with the offline channels, so the O2O platform is not easy to do, and one of them is missing. None of the items can fully support this system. In the future, the store can establish an O2O platform. The ideal is indeed full, but the reality is also very skinny, and it is difficult in terms of technology and system.
The company said that e-commerce has no impact on us. Allen Optoelectronics is a company that produces LED panel lights. Its main business is engineering projects and office lighting. For the impact of lighting e-commerce and O2O mode, Allen Optoelectronics general manager Liu Shengli feels that There was no impact on the sales of the products. In contrast, last year and this year's sales year-on-year, sales in the same period of this year increased.
Liu Shengli said frankly that the increase in sales also benefited from the popularity of LED lighting products and the strong rise of the LED market this year. The lighting e-commerce and O2O models are just getting started and immature, so the impact on e-commerce and O2O models is not Obvious, direct feeling. However, e-commerce and O2O mode is a model worth learning from, but it depends on the product type and terminal positioning. For Allen Optoelectronics, it is mainly engineering projects of office lighting, mainly with engineering companies. Dealers deal with, e-commerce, which is mainly based on personal consumption, is not suitable for its business, so it will not consider e-commerce channels for the time being.
E-commerce has an impact on lighting prices. For e-commerce and O2O models, Guanhua Lighting Marketing Director Yang Kecheng said that it has little impact on sales, but the impact on product prices is great, because consumers generally only look at product shape, for quality. In terms of aspects, it takes time to verify, which has affected some companies that focus on quality. Therefore, the impact of the same type of low-priced products on the e-commerce has a greater impact on Guanhua.
In addition, because Guanhua generally only gives the dealer a guide price, this will cause different dealers in different regions to differentiate in the price of similar products, and the scale of the e-commerce model will become the same crown. The scenes of different prices of Chinese products, after the communication between Guanhua and dealers around the country, basically solved this problem, but the impact of e-commerce on prices can not be underestimated. Guanhua Lighting has established e-commerce channels since last year. Last year, e-commerce sales reached 10 million yuan, accounting for 5 percent of total sales, while in February and March this year, e-commerce sales exceeded 2 million. Yang Kecheng said that e-commerce and O2O models are trends, and although they are still in the growth stage, they are worthy of research and exploration.
Conclusion In the face of the impact of the O2O model, some people are insensitive, some people are like the enemy, some people keep up with the times, there are traditional stores to try e-commerce, such as Guangbohui, Ronda lighting square. It can be seen that under the impact of the O2O model, it is doomed to be very negative, and inaction is waiting to be killed by the market; some people conservatively and stubbornly adhere to the traditional model, ignoring the development of the trend; others are actively exploring and trying. The popularity of the O2O model is an innovation, supplement and extension of the traditional model, rather than coverage. The dealer is still the main customer of the manufacturer, so the store, the manufacturer, and the merchant should all use the O2O model instead of fearing it and resisting him.