[Wen|High-tech LED Shanghai Station reporter He Ying] Since the second half of the year, the operation of the terminal physical store can be described as a wave of cold currents. The National Day holiday promotion has not reached the ideal, and it has already made people smear for the end of the year. Putting cold sweat, and "Double Eleven" added a knife to the anxious dealer. Op Lighting's e-commerce sales in the double eleven are still among the best
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LED lighting products are continuing to sell on e-commerce platforms, and the scale will gradually increase. At a time when e-commerce is increasingly competing for power, dealers are also trying their best to deal with them. .jpg)
The price cut is not the lowest, only the lower, not the way out.
Compared with the advantages of low cost of opening a shop and low operating costs, the marketing of physical stores is naturally a lot behind. The monthly rent of the store, the salary of employees, etc. are not small expenses, not necessarily The working capital is not able to successfully manage a store.
Especially in the current environment where the price of LED lighting products in the network channel is generally transparent, the price positioning of physical store products has become a difficult point for dealers.
"Double eleven in our store also engage in activities, many product prices have dropped a lot than usual, but also there are rewards for the purchase, although the promotion is done all year round, to tell the truth is not much better. But there is no way." Luo Xiaochong, the boss of Shanghai Luojia Lighting, told reporters.
She said that the "Double Eleven" Philips, Opt and other brands of light bulbs sell eleven dollars, some are still lower, let alone consumers know whether you are real or fake, but the price is there, When consumers look at it, they will say that the same brand products are so expensive to sell in your store.
Dealers rely on e-commerce to make a fortune
Many dealers have also squeezed into the network channel in a short period of time. They want to share a piece of their own online store. However, there are differences between the operation of the online store and the operation of the physical store. The store has dispersed the energy of doing physical stores, and lost the wife and the soldiers.
"The popularity of the "Double Eleven" online shopping channel last year caused a lot of dealers to pay attention. In just one year, basically the dealers of LED lighting products around me are more or less involved in the e-commerce platform, and some are independent. Open an online store, some are working with other platforms, but there are very few real business operations.†Shanghai Song Wei lighting manager Liu Wei told reporters.
He pointed out that compared with those shopkeepers with rich experience, the marketing methods of latecomers are too tender. Compared with the flagship store of the manufacturer, the backstage is not hard enough. On the one hand, it is busy with the business of its own store, and on the other hand it costs. In fact, there are few successful websites.
Liu Wei also said that the LED lighting industry is different from other industries. The clothing industry can ignore the quality reasons, and the price can be very low. If consumers buy it, they feel that the quality is not good. Don’t buy this or don’t go to this place again. Shop to buy, but still continue to buy clothes, just changed a shop.
However, in the LED industry, once the product of this brand has problems, even if the consumer buys it in another store, he does not just look at the store, but thinks that the brand will not use this brand afterwards, so it is easy to be permanent. Lost customers.
E-commerce is the manufacturer's "small three" dealer is "true love"
At present, e-commerce is a certain advantage, but from the perspective of big data, in the entire LED lighting industry, the focus of the terminal channel is still in the physical store, although there are many online stores on Taobao Alibaba, all brands can be online. Found, but there are also a lot of phenomena, the phenomenon of messy brand-name shops affixed to the brand's label dark pass Chencang is also repeatedly banned.
Consumers' trust in products on the Internet will not be higher than that of physical stores, and manufacturers' maintenance of terminal channel dealers is still the focus of work.
"The physical store will definitely not be replaced by online stores, at least not in this century. Although many people like online shopping now, shopping festivals such as Double Eleven are also very popular, but online shopping has great risks and cannot be seen. The goods can only look at the parameter evaluation, many people still do not believe it. Cheap things online to be cheated, it is a loss, if expensive, most people will go to the physical store, the consumer's psychology is like this, see yourself Nothing can't be touched, no matter how good it is." Xu Chen, manager of Lingjiu Lighting Co., said.
Dealers who have been subjected to wave after wave of impacts, looking for a better way out in the challenges of the times, how to break the current situation of only retreat, but also the joint efforts of manufacturers and dealers. 
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