O2O is a hot spot nowadays. LED lighting companies have high hopes for it, and hope to win a future war by arranging O2O. How to layout and control of logistics is a problem encountered by LED lighting companies. To explore and learn, LED lighting companies seem to find their two fulcrums on O2O: experience and service. Is experience and service a weapon for LED lighting companies to counterattack e-commerce? Experience soft ribs said that LED lighting companies believe that in the experience era, pure online marketing can not provide consumers with real-life experience, and their own perfect channels can provide consumers with a perfect experience. Offline experience, online ordering, online and offline formation of valuable interaction, online and offline eating, companies can also win O2O. This sounds a perfect combination, but in fact can not afford logic analysis . The first is the issue of the same price. The traditional enterprise channel system has many levels, and the layers are rouge, eventually forming high prices. The majority of China's lighting consumer psychology is still more than the price of the brand. In addition, the Chinese market is not mature, the channels are scattered, and regional price differences, even if different channels of the same brand can not achieve a game in the national market, the same price is still impossible to complete the task for a long time. As long as the price difference between the online and the offline is tempting, it is unlikely that the lighting store will take off the hat of the fitting room. The second is that the experience is free and not correct. The experience is actually very expensive, because the experience pays time, and the experience of lighting is affected by many factors. In a fast-paced society, time is so valuable. So consumers don't spend a lot of time on a particular fixture, unless the value is quite high, such as smart lighting. In fact, people who think that experience is a shortcoming of e-commerce is a half-knowledge of experience. Experience is to let customers feel and recognize brands at various nodes. Of course, e-commerce and customers also have nodes. Moreover, the experience short board is based on materialization, and now the e-commerce consumer group with the post-80s and post-90s has entered the visual era. Even at the level of materialized experience, traditional companies do not necessarily do better than e-commerce. For example, tea e-commerce Yifutang, as long as you buy tea in Yifutang, whether it has been drunk or not, can not be returned after one month. How can LED lighting companies do this? The service-winning service is after-sales, and it is another trump card for some traditional channel LED lighting companies. The traditional channel companies think that they can use the service to kill e-commerce, and it is milliseconds. Because consumers can know that the lights have no quality problems when they buy goods, some dealers can even go to the door in the surrounding community. Many Chinese companies only focus on the surface and processes of services, rather than on the spirit of service, which leads to the basicity of Chinese-style services. The real service is to upgrade the service to a corporate strategy and upgrade the service to the same level as the product. The service is not the unrequited love of the company. The root is in the customer. We have to change the head of the customer to think about whether the customer is willing to pay for the service. What do customers want to buy? Return to the real life of ordinary people: wage growth is slow but expensive. Consumers need to find a quick solution. In the face of pressure, consumers have launched both luxury and money-saving models: in the luxury model, consumers pursue a brand from the heart, and at the high price buy high-quality products and services that meet emotional needs, but this is few. In the money-saving mode, consumers are looking for low-cost, high-quality goods as much as possible. This is the majority. In fact, everyone is a consumer. Every day we make N purchase decisions. Do we really need so many services? How much service do we enjoy to bring us joy? Service is a good card, most companies are not suitable for playing, more companies have to return to the fundamental of product and price, this is the real Internet thinking. Of course, I am not aiming at the O2O cannon. The purpose is to restore the essence. In fact, I firmly believe that traditional enterprises can only walk fast and go far in the future market by walking on the two legs. O2O is an absolutely correct direction, but many people have diagnosed the disease but have made the wrong prescription. Editor's summary: At present, the development of LED lighting e-commerce is booming, and all major companies are full of strength and rushing to rush. At the same time, with the acceleration of urbanization speed, many enterprises began to lay out the country and accelerate the penetration into second- and third-tier cities. Can e-commerce become the channel for emerging LED companies to break through? How can the e-commerce channel and the traditional channel be perfectly combined to maximize the benefits? It has become a problem that most enterprises and distributors think about. In fact, China has a lighting market of 500 billion yuan. At present, e-commerce accounts for less than 40 billion. The Tao brand that walks on a single leg is hard to compete with traditional big brands. So they have used O2O to open online and offline channels, but The whole process can be described as long and painful, and the heart that wants to be acquired has it. It is true that the e-commerce road of lighting enterprises is full of ups and downs, but the e-commerce of the lighting industry cannot completely replace the traditional shops. The most important thing is to understand the differences between traditional channels and e-commerce, find the breakthroughs and joint points of the two, and don’t mind A hot, desperate throw. Don't follow the trend, do what you are good at.
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