The Singles Day, once ridiculed by young people, has been shaped by the miracle of horses, transforming its meaning from a person's loneliness to a group of people's carnival. In this moment of witnessing the miracle, the lighting and lighting industry, although there are more than 10 million between Opt and NVC, and finally broke the hundreds of millions of surprises, but more industry people are a kind of spectator mentality. The Singles Day, once ridiculed by young people, has been shaped by the miracle of horses, transforming its meaning from a person's loneliness to a group of people's carnival. In this moment of witnessing the miracle, the lighting and lighting industry, although there are more than 10 million between Opt and NVC, and finally broke the hundreds of millions of surprises, but more industry people are a kind of spectator mentality. The bloody and ruthless hands of the country are indeed exciting, but what is more worth thinking about is the revelation brought by the carnival to the industry. First of all, brands and products are still king. NVC, Op, offline is the leading enterprise, and the online is also the performance of the runner-up. In Taobao, there is also a group of pure e-commerce lighting and lighting companies with dreams. They are conscientiously sticking to their dreams and expect to have the opportunity to become the dark horse of the double eleven. However, it is difficult for a woman to be a child without a meter. Even if she tries her best, once she encounters a big-name shot, she will be drowned in the network. The top 10 of the Tmall Top List (Opp, NVC, Philips) is the flagship store of offline brands, which proves that the core of e-commerce is still the products and brands of the company, rather than the so-called low-cost looting and operation. skill. In the past, we often said that e-commerce robbed the offline brand business, but in essence it should be that the brand, channel, service and capital advantages of offline enterprises are prominent, and the influence and appeal of consumers on the online line become equally strong. Second, the power of the end consumer should not be underestimated. The upstream lighting and lighting industry is all connected to wholesale orders, and for the end consumers, due to the long time spent on product explanations, price negotiations, etc., the quantity and profit feedback are small. Therefore, for a long time, end consumers have not received the attention of upstream enterprises. However, the double 11 national carnival has brought us a warning: in the Internet era, whoever is the first to break into the heart of the end consumer, who will be able to break through in the industry's transformation and upgrading of the knockout. At present, the lighting stores in various cities across the country have entered the era of hypermarkets. The stylish decoration, comfortable environment and exquisite lighting have indeed provided consumers with an excellent shopping experience. However, the customers who come to the door do not increase or decrease. The physical distance between the store and the consumer is very close, but the psychological distance is very far. Industry stores urgently need to operate platforms to bring consumers closer to the psychological distance, through accurate means, the demand for savings terminals, concentrated outbreaks. Finally, the influence of consumption habits is growing. According to statistics, in 2016, 81.93% of Tmall's transaction volume of 111.07 billion yuan came from the wireless end. The new mobile tools and the chemical reaction after 80 and 90 have produced special requirements that are free from time and space constraints, such as shopping anywhere in bed. Through the analysis of the use of wireless mobile users, it is found that the morning users are mostly fragmented information acquisition, the afternoon is for relaxation and entertainment, and the evening is mainly for summary, which will generate more decision-making behaviors. Here, under the trend of new consumption habits, enterprises should pay more attention to new media, and choose to make effective promotion such as brand display or product shopping guide in the appropriate time period. In the face of the arrogant double 11, we must also think rationally. After all, the e-commerce attributes of the lighting and lighting industry are extremely weak, and offline entities will occupy more than 90% of the market share for a long time. Pure e-commerce without the support of offline entities has no way out. It is impossible for enterprises under the pure line that do not actively embrace the Internet. Win the opportunity in the Internet era. The future must be a systemic integration of online, offline, big data and Internet technologies.
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