How can LED lighting enterprises break through the O2O boundary?

In 2014, the LED lighting industry gained a lot in e-commerce channels. However, sales on Tmall, JD.com and Taobao are no longer the ultimate goal for LED companies. Many LED companies have begun to plan O2O platforms for lighting fixtures. However, O2O Is the model really so easy? How do LED companies face various challenges?

learn from past experience. Just like the e-commerce that once vowed to sweep everything, and finally can only accept it when it is good, will the application of the O2O model also have its boundaries and restrictions?

People's infinite magnification of the energy of mature things is as deadly as their ignorance and contempt for the growth trend of new things. Although O2O is still just a baby in its infancy, but with the power of e-commerce, after the hype and heated discussions in the media, it seems like the real man is about to ascend the throne. There is no real universal key in the world, only a universal locksmith. People who do not recognize the boundaries of the model and talk about everything can be O2O are as unreliable as using the empirical theory of Western medicine to demonstrate the experience of Chinese medicine and the state of meditation. Spectrum. Empirical science crosses the boundary, and the conclusion is naturally that this is not okay, and that is not right. I once heard a friend criticize that if you use the standard of a duck to transform a chicken, and then let the chicken swim in the river with the duck, is there any chance for the chicken to win?

If there is a boundary in the O2O model, where is the boundary? What are the constraints?

First of all, the core of O2O lies in the separation of payment and transaction. The biggest advantage of this model is that it not only makes use of the fast payment method of electronic money, but also solves the worries of consumers in terms of credit endorsement. Therefore, products and services that cannot be separated from payment and transaction are naturally out of reach, such as investment and wealth management products. This kind of highly professional B2C sales must either have brand endorsement and professional ports to complete online fast transactions for retail investors; Offline one-on-one professional financial consultants, services and transactions for key customers, and the separation of O2O payment and transactions are obviously superfluous.

Secondly, e-commerce, including the decline or even extinction of the cost of building O2O stores, has actually been transferred to some extent. In the Internet era, a terminal is built in every consumer’s home, but the carrier of this terminal has changed from a physical store to a computer or a smart phone. In the past, the channel provider or manufacturer borne the cost of building the store, but now it has become a must for consumers. Purchase (share) this carrier.

The transfer of O2O promotion and payment costs has brought about another change: In the past, which area the seller wanted to expand consumers, as long as the seller had the willingness and ability, he could build a platform to meet consumers by building a store; but e-commerce , Including the O2O model, if the buyer does not have or is unwilling to own a terminal such as a computer or a smart phone, promotion, payment, and consumption between sales and purchases cannot exist. Consumers have the complete right to choose information and the initiative to consume. O2O has taken another step towards the essence of the free market, but at the same time it has virtually narrowed the boundaries of O2O.

Thirdly, those commodities that are not easy to store and need to be bought and used immediately are the dead spots that O2O cannot reach. As a light source for replacement accessories, the energy-saving light tubes at home will explode suddenly, and if you buy in small quantities and store them at home, energy-saving light sources generally only have a one-year shelf life, and the cost of storage is likely to be higher than that of temporary replacement. The cost is even higher. To serve such consumer demand, O2O costs too much and makes little sense.

Furthermore, O2O was born out of pure online shopping. If you want to be better than blue, you must rely too much on the traffic donations of super platforms in the promotion and payment links, and you cannot have a real third-party credit guarantee platform. O2O has always been Can't fully mature.

The credit guarantee model of the super platform is based on the business blueprint of online shopping + express delivery. For the products that have been confirmed online for payment and evaluation, if there are problems during the use process, it is an e-commerce platform for the purpose of supporting online shopping. , In terms of model design, consumers are more dumb, because they still use the traditional thinking of "the product is out of the cabinet, and it is not responsible". The direction of O2O is to assume that when the interests of individual consumers and enterprises conflict, the principle of protecting the weak and restricting the strong will be adopted, and through the credit endorsement of physical stores, consumers can be assured that they can get the products and services during the entire validity period. most efficient service. This is the proper meaning of O2O, and the existing super platforms have more than enough energy.

Finally, product innovation fills certain physical needs of consumers. Model innovation is to provide a sense of freshness in consumption and cater to certain perceptual needs of consumers. Therefore, revolutionary products are easy to hold high and have huge profits, such as Apple mobile phones, such as Windows software, such as herbal tea Wanglaoji; and revolutionary models, if they only provide new channels for products (services), there is no link of value-added services. , "model war" must evolve into "price war", such as e-commerce Taobao, Xiaomi's mobile phone, and retail giant Wal-Mart.

As a model of model innovation, O2O is naturally difficult to escape this curse. Behind the innovation of the O2O model, who can really have the last laugh, the competition turned out to be the ability to integrate resources, and more directly, the competition is the ability to control costs. Under the current situation of weak value-added service innovation, whoever can build and revitalize offline physical delivery stores or experience stores with less cost may become the king of the O2O model. In other words, products whose profits are too thin, or whose profits cannot be transferred due to certain reasons (such as brand tone and positioning), cannot be the beneficiaries of O2O.

Exploring the boundaries of O2O is not to badmouth O2O. On the contrary, O2O is the business model that is closest to the essence of the free market among all current business models. With boundless magic power, we hope to find the most suitable stage and the fastest growth method for O2O, so that consumers can become the real market players.

Shenzhen Guangke Lighting Co., Ltd. is an LED enterprise dedicated to advertising signs, advertising light boxes, and advertising decorative light sources. The company was established in early 2010. After 4 years of development, the company's annual output value exceeds 10 million, and its customers are all over China's major provinces and cities. , Shenzhen Guangke Lighting is an enterprise with export qualifications. Its products are exported to all over the world, and the export volume is also doubled every year.

The factory has a complete organizational structure and is implementing the ISO9001-2000 quality management system standard. Worry, Guangke Lighting's business philosophy is "integrity-based, customer first".

Shenzhen Guangke Lighting is mainly engaged in LED advertising modules, LED soft light strips, LED straight strip lights, and its products serve the advertising decorative lighting industry. Guangke Lighting, hand in hand with you!