Traditional retailers make more money, fewer people lose money; e-commerce channels make fewer people, and there are more people who lose money. At the time of the rapid development of e-commerce, when some of the problems behind it cannot be effectively solved, and the price advantage is gradually reduced by the high promotion fee, the traditional channel may have a rebound period.
Sunlight intends to develop 20 million into the e-commerce channel to develop its own brand. Recently, the news has aroused widespread concern in the industry. Some news media reported that it was learned from insiders that Sunshine Lighting will add e-commerce channels in China this year, with plans to invest 10-20 million yuan. The purpose of setting up e-commerce channels is mainly to develop its own brands.
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At present, domestic lighting companies have established e-commerce channels one after another, and e-commerce has become an indispensable channel for enterprises to develop their own brands. Among them, Zhouming Technology's e-commerce channel has left a deep impression on everyone. Since August 2013, Chau Ming Technology has invested in Hanyuan and established the Zhouming Hanyuan brand. It has fully promoted the O2O model promotion and operation of the LED lighting industry, and is strongly supported by online and offline customers.
How do traditional lighting companies use e-commerce transformation, platform or self-built website? Obviously, the lighting and lighting industry is mostly small and medium-sized enterprises, and the financial strength is limited. Enterprises that want to build their own websites are not excluded, but the mature platforms such as Tmall and Jingdong are the most economical and reasonable choices.
However, the high promotion costs of e-commerce platforms have made many companies that want to enter e-commerce deterred. Although 20122013 is the peak period of e-commerce development, at the same time, the high promotion fee also ruined the future of the brand.
A person in charge of a company that does not want to be named said that as a development trend, e-commerce must develop, including its own company is also e-commerce. However, at the same time, he believes that with the development of e-commerce, its promotion expenses are also rising year by year. The high promotion costs will make many enterprises unable to bear. This may lead to the opportunity of traditional channel rebound in the future. Everyone would rather put more financial resources. Human resources are invested in traditional channels and are not willing to invest in e-commerce.
As Feng Huakui said, if we stop the promotion fee of Taobao, can our online store still survive?
Feng Huakui believes that if the gross profit of 50 is calculated according to the gross profit of 50, the promotion fee of 15 to 20 is very normal. The traditional enterprise has worked hard to achieve 2 billion yuan a year, and 40 million yuan has been given to Taobao, basically working for Taobao.
As we all know, traditional e-commerce is a traffic economy. The biggest problem in the e-commerce industry is the high cost of traffic, low gross profit, low homogeneity, low loyalty and low repurchase rate. For many e-commerce companies, as soon as they stop advertising, the order will immediately drop.
Wang Qi, executive director of Strong Lighting, believes that the characteristics of lighting products determine that they are not suitable for e-commerce. In a short period of time, many companies develop e-commerce will follow the trend, but after a while, when people find that the line can not solve a lot After the problem, it will return to the offline.
As far as the overall situation is concerned, traditional retailers make more money, and fewer people lose money. However, there are fewer people who make money from e-commerce channels, and there are many people who lose money. The current e-commerce is to give everyone a hope that e-commerce is a good thing and must be done. It can also make a lot of money, but this hope for many companies seems to be close at hand, but far away.
Therefore, the author believes that when the e-commerce is developing at a high speed, when some problems behind it cannot be effectively solved, and the price advantage is gradually reduced by the high promotion fee, the rebound period of the traditional channel is not impossible, and may even affect The speed of development of e-commerce.
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