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Interpretation of the Four Misunderstandings of LED Enterprises in E-commerce Business
We all know that e-commerce has been unanimously welcomed by LED companies in the promotion of LED lighting due to its relatively new model and relatively low initial investment costs, and it has also caused heated discussions in the industry. Many companies have begun to explore how to make a transition from traditional channels to e-commerce. The author has sorted out some misunderstandings that LED companies should avoid in e-commerce startups, and hope that enterprises can take fewer detours. Misunderstanding 1: As long as there is traffic, there will be sales flow is the basis of e-commerce, but it is not the sales volume will increase as soon as the sales volume rises. The quality of the traffic is determined by the quality of the traffic. In order to obtain quality traffic, it is necessary to refine the traffic from different channels, formulate different traffic policies and conversion rate target values, and use different marketing methods, such as traffic from rebate website alliances to promote sales information. Buying; traffic from search engines or navigation sites uses accurate search content, associated recommendations, and rich category center content to facilitate conversions. LED companies must filter out low-quality, non-contributing to the profit and value of the e-commerce model, such as only to receive gifts or only purchase deep discount goods, so as not to waste server, logistics and customer service resources, focus on grasping Those who do not hesitate to place orders in the merchandise, this must be done in search, detail, category and so on. Myth 2: Offline retailers can do a good job of offline retail products, experience and immediate access, and obtain temporary impulsive purchases through scene stimulation; online retail has a large number of customer information precision marketing, word of mouth marketing The speed and breadth of dissemination are not limited by geography, time and shelf space. Therefore, LED companies must treat the marketing approach of the two differently. LED products are more retail in e-commerce. In this regard, offline retailers mostly rely on brand effects, posters and print advertising, using the environment of the store and sales staff to stimulate purchases. Online e-commerce needs to obtain traffic through SEO/SEM, EDM, network alliance, portal advertising, SNS cooperation, etc. At the same time, it can use a large number of customers to search, collect, purchase, and correlate product data and information for precise marketing. , to provide users with accurate recommendations. At present, LED companies choose more comprehensive e-commerce platforms such as Taobao Tmall. Misunderstanding 3: Only one of the key points of the customer service after the delivery and after-sales customer service can be done. One of the misunderstandings of online customer experience is that it is enough to do the delivery and after-sales customer service experience. Customer experience is a comprehensive consideration, involving the richness of the goods, the sales price, the timeliness of delivery, the advantages and disadvantages of after-sales service, the simplicity and ease of use of the system and user interface, not just distribution and after-sales. Factors affecting customer choice and return purchase rate are multi-faceted. LED companies need to pay attention to all-round and more details in the development of e-commerce model, and lose one-time purchase customers. Misunderstanding 4: The cost of large-scale growth will naturally reduce the ranking of Taobao Tmall. Generally speaking, the number of LEDs will increase. Procurement, logistics and marketing costs. But what is easy to ignore is the emphasis on the scalability of the business model. When a business model is not expandable, the larger the scale, the higher the cost, and the lower the cost is far from expected. For example, in the community through the construction of property and security points, this way of adding the middle layer increases the time and cost of management. At present, the e-commerce model commonly used by LED lighting companies is still not perfect. Most of them are integrated e-commerce platforms such as Tmall, as well as professional e-commerce platforms for home and LED lamps. The smaller part is self-built mall. . Most of the enterprises are traditional lighting, there are still many misunderstandings about e-commerce, and the price must be very competitive through the e-commerce platform. Therefore, positioning high-end brands or products must be very cautious, it is recommended not to enter the e-commerce with the flow. On the other hand, because the domestic LED lighting standards are not perfect, and even less enforceable, in order to occupy the market, many companies do not hesitate to sacrifice quality to fight price wars. This is a very dangerous signal, which will damage the entire LED lighting industry. LED lighting companies need to position themselves and be cautious.