In the era of diversified channels, e-commerce has become an important force. Therefore, the topic of competition between e-commerce and physical stores is also on the rise. Some even proposed the e-commerce revolution theory, and believe that physical stores will face a serious crisis. The most eye-catching thing is the gambling of 100 million yuan set by Ma Yun and real estate tycoon Wang Jianlin in the past two years: the former believes that in 2020, e-commerce will reach 50% of the retail sales of the society, while the latter is based on developed countries in Europe and America. The development of e-commerce and the rational judgment of individuals believe that this is impossible. Therefore, if it does not reach 50, Ma pays a king of 100 million yuan. On the contrary, Wang gives Ma a billion yuan. This bet has attracted a lot of attention, but after a year, Wang Jianlin gave up the gambling of the media because he avoided interference and lost it. This gamble may be just a joke, but there are many thoughts left for people.
The competition between e-commerce and physical stores has affected all aspects of social and economic life. Traditional merchants can't ignore it. In addition, the building materials products have been affected by real estate regulation in the past two years, and the market has been in a downturn. Many lighting manufacturers also The pressure on e-commerce is quite a crisis.
According to rough statistics from relevant parties, the electricity and lighting industry in the lighting and lighting industry accounts for about 10% of the retail market, and it is rising. The distance from e-commerce in the US home improvement and building materials industry accounts for 19.8, and there is still a lot of room. The influence of e-commerce on traditional channels will continue and will become more and more fierce, and the lighting store will face this fact.
E-commerce has become an important branch of the channel, which is an inevitable trend. How should the lighting lighting traditional channel enterprises or physical stores deal with it? How to compare the advantages and disadvantages of both parties, we can learn a little from the door: E-commerce is cheap in terms of products, consumers do not leave home, online stores have no rent and other expenses; inferior after-sales maintenance is difficult to guarantee, difficult to experience Lighting effects or atmosphere brought by the luminaire, online payment security issues, etc. The traditional physical store, perhaps the opposite of its advantages and disadvantages. More importantly, the quality of some online stores is far from the brand manufacturers.
After understanding each other's strengths and weaknesses, we must have a clear understanding: the era of profiteering in the lighting industry has passed, and the future will remain at a low profit stage. How to maintain long-term meager profit is the direction we have to work hard. With this mentality, we have the basis of consciousness for long-term competition with e-commerce. In fact, in the competition with e-commerce, physical stores have a lot of things to do, which can offset the impact of the network in the differentiation, and achieve faster growth in sales. The physical store can make the service more refined, standardized, and abandon the service standards of the past extensive and profitable era, so that the service level can be upgraded to a higher level. This must be realistic. Otherwise, under the enormous pressure of e-commerce competition and peer competition, it is very difficult for lighting and lighting stores to achieve sustained sales increase. In addition, we can innovate in the marketing model, do not rigorously take the business model or the existing model, take the customer as the beginning of marketing, and dig deep into the potential customers, and the dealers must also give up the old routines that serve the service in the past. Open up new ways of serving for marketing. We all know that trading a customer is just the beginning, because there are countless customers behind him. And we tend to ignore this and don't have enough action in this area, so sales are hard to climb. The era of service for marketing is that we use services to drive incremental, consciously let customers grow geometrically, rather than single line, or simply serve the service. Finally, you can make more fuss about experiential marketing and take advantage of this physical store to the extreme.
In an era when e-commerce is pervasive, we should absorb the strengths of e-commerce, better serve our customers, and use sales-oriented services to increase sales. Store operators should see more of the strengths of physical stores, expand their advantages, standardize store services, and even make features; and constantly innovate their own marketing models to keep themselves out of date. How can we do all kinds of things, even if the e-commerce is surging, what is the fear?
Regarding the e-commerce mentioned at the top of the article, we can't reach the retail sales of 50. We can take care of it, because whether it is an online store or a physical network, each has its own disadvantages and bottlenecks. The key lies in how to break through. As the basic form of traditional channels, physical stores still occupy the most important position in the sales field. Nowadays, lighting and lighting dealers or enterprises face the e-commerce competition and their fear of being overwhelmed. It is better to adjust their ideas and take the initiative to make a significant increase in the reasonable profit full-service super-experience or other innovative models.
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