Some people say that 2015 is the outbreak of the O2O all-out war in the LED industry, and many LED companies are already ready to fight. Although 2014 is called "the first year of the outbreak of the O2O market", the behavior of LED lighting companies entering the O2O industry is burning money! Let's talk today, Unilumin Technology, NVC Lighting, Xiaomi and other companies are all How to burn money in the O2O field. Obviously, big brand companies in the lighting industry are unswervingly going to O2O, but the way to get started is different.
Strategic deployment of LED enterprises in O2O in 2014
Since Unilumin Technology became a shareholder of Hanyuan in August 2013 and established the Unilumin Hanyuan brand, it has made every effort to promote and operate the O2O model in the LED lighting industry.
At Unilumin Technology's 2013 annual performance briefing, Li Junjiang, the company's chief financial officer and secretary to the board of directors, said that the company will actively explore and develop the O2O model of lighting e-commerce, and will make a large investment this year.
Li Junjiang said that in 2014, Unilumin will focus on building a production, supply and marketing platform for overseas sales and services in the display field and lighting field, maintain and continue the advantages of "China's intelligent manufacturing", actively increase and expand the share of export sales, and comprehensively improve product competitiveness and gross profit margin .
On December 30, 2014, Unilumin Technology announced that the company and Guotai Yuanxin Asset Management Co., Ltd. had decided to establish a long-term strategic cooperative relationship after negotiation between the two parties. , grasp the development trend of the LED industry and the development opportunities of O2O intelligent lighting, and jointly promote the establishment of the "Guotai Yuanxin Zhouming Technology M&A" series of special asset management plans, as one of the company's industrial mergers and integration platforms.
The M&A investment platform will focus on the integration and upgrading of the LED industry and the strategic investment opportunities of 020 intelligent lighting, and promote and explore the value creation of the combination of industrial manufacturing, Internet and intelligent applications, including: 020 direction and intelligent lighting; The main LED small-pitch display and micro-projection direction; automotive lighting; investment strategy, etc.
Xiaomi and Midea:
On the evening of December 14, 2014, Midea Group officially announced that it had signed a strategic cooperation agreement with Xiaomi Technology. It is said that Midea Group will issue 55 million shares to Xiaomi Technology at a price of 23.01 yuan per share, and the total amount of funds raised will not exceed 1.266 billion yuan. According to the agreement, the two parties will be guided by the ultimate user-oriented product experience and services, cooperate in various modes in the field of smart home and its ecological chain, and mobile Internet business, establish a close communication mechanism between the two parties' high-level executives, and connect both parties in the field of smart home Cooperation teams in the fields of e-commerce, strategic investment, etc. are actively exploring various cooperation models to support the development of related businesses of both parties.
The two parties will carry out in-depth strategic cooperation on the following matters, including but not limited to: (1) comprehensive coordinated development of the smart home industry chain; (2) comprehensive cooperation in mobile Internet e-commerce business; (3) smart home ecological chain, mobile Internet innovation Joint investment, and other strategic cooperation matters agreed upon by both parties.
In view of Xiaomi's cross-border smart home field, Xiaomi's smart ecological layout has become more and more clear since 2014. Regarding the possible impact of Midea and Xiaomi on the lighting industry: (1) The popularization of smart lighting products may accelerate: Midea offline experience + Xiaomi's online promotion; (2) The "O2O" model of the lighting industry may see the rules of the game, and Midea + Xiaomi may create a new third-party platform for "O2O"; (3) The importance of channels is becoming increasingly prominent , Lighting dealers transform into service providers; (4) It may stimulate more mutual equity participation projects, including outside the lighting industry and within the lighting industry, focusing on channel-based enterprises; (5) The competition of home lighting companies may be more severe .
The Xiaomi model is to use Internet thinking to transform traditional industries and promote the transformation and upgrading of traditional industries. Many people in the industry believe that the Xiaomi model can be replicated and can greatly improve the competitiveness of the LED market.
On November 19, 2014, the "Dehao Runda and NVC Lighting O2O Lighting and Smart Home E-commerce Platform Launch Conference" was held in Beijing. NVC Lighting CEO Wang Donglei officially announced that the two will jointly enter the O2O field and integrate 3,000 terminal sales stores in the future. According to reports, BDO Runda and NVC Lighting currently have their own e-commerce platforms on Tmall, etc., and have an integrated system of "production, supply and marketing". According to Tmall's official website, NVC Lighting's product categories and sales are more than Dehao Runda's products.
At this press conference, Wang Donglei announced that the two parties will build the industry's first O2O lighting and smart home e-commerce platform, including the first launch of product QR code traceability, and changes in management organizations based on Internet thinking.
In fact, it is understood that during the NVC dispute, O2O has become a hot word in the mouths of Wang Donglei and Wu Changjiang, the founder of NVC Lighting.
According to the information found, on November 3, 2014, Wu Changjiang said in an interview that he would cooperate with some dealers of NVC to build an e-commerce platform similar to Jingdong. This platform mainly focuses on home building materials products, except for lighting In addition, it will also make ceramics, coatings and other products. And Wang Donglei also emphasized that the concept of NVC O2O has been fully studied during the Spring Festival of 2014.
According to Wang Donglei, the specific O2O platform, the company has started from the infrastructure, including the two-dimensional code of the product, the addition of retail ports, operation center sites, etc.
According to Wang Donglei's public statement, he plans to use O2O to integrate the sales system. "NVC Lighting has 3,000 stores and 3,000 owners. It will adopt a crowdfunding model to combine everyone's interests with the interests of listed companies."
The key for NVC Lighting to enter the O2O field is to increase the company's sales channels. During the Double Eleven period in 2014, NVC Lighting tasted the sweetness for the first time. During the "Double Eleven" period alone, NVC Lighting increased by 50% year-on-year , the sales volume reached 15 million yuan. This alone shows that e-commerce will be the main direction of NVC’s development in the future. In addition, Wang Donglei also said that NVC Lighting will also strengthen cooperation with dealers and implement online and offline cooperation. Combined, this will be more conducive to the healthy development of the company.
How LED big coffee thinks about O2O
Xue Xin, General Manager of Foshan Electric Lighting Marketing: Lighting companies should not blindly transform to O2O for three reasons: First, there are few brands in the lighting industry, and the only few are industry brands. There are not many public brands that can really be recognized by consumers, and It is very vague, and it is difficult to use a single brand to attract consumers to offline stores. It is very likely that they will buy another product after going there. Second, the current lighting sales channel is mainly the lighting city model, and there are not enough brand stores. A certain consumer wants to buy lighting products, and finds that there are many choices in this market, and there is no need to buy in one store at all. In addition, do I need to go to an experience store to experience buying a light bulb? Third, after attracting consumers to the store through the O2O model, the product line of the specialty store is relatively narrow, which cannot satisfy consumers' one-stop shopping. It is convenient to buy all at one station. Therefore, Xue Xin suggested that instead of blindly transforming into O2O, enterprises should try more online sales. Because if the O2O model with high hopes fails to bring actual performance growth, the crisis effect it triggers will further expand with the spread of the Internet.
Huang Yuanpu, founder of Yiou.com, a professional O2O research institution: Lighting for individual consumers is a "double-low" product with low unit price and low purchase frequency, which really cannot reflect the unique advantages of O2O. However, he believes that this situation is mainly due to the fact that O2O has not yet affected the lighting industry. Industries such as furniture, electrical appliances, and jewelry have already completed e-commerce. There will be changes, such as the smart lighting that has appeared so far, which is very suitable for the O2O model. At the same time, O2O is not just as simple as drainage. When O2O based on big data plays a role in guiding the production side from the sales side, the role of O2O will become more apparent.
Xu Zhenfeng, General Manager of the Lighting Division of Nationstar Optoelectronics: At present, lighting e-commerce is still in the stage of exploration and promotion, and the commonly used e-commerce models are not perfect. There are still many misunderstandings. The greater value of enterprises through e-commerce lies in "brand promotion" rather than "performance improvement". Therefore, enterprises should decide whether to enter e-commerce based on their own product characteristics and development status.
Hao Xilong, General Manager of Huayi Lighting Domestic Marketing Center: The development of e-commerce is gradually becoming mature, but until now, there are still some difficult problems in e-commerce, such as insufficient product experience and high inventory pressure of manufacturers.
He Fuping, general manager of Hongchuang Optoelectronics: Compared with clothing, home appliances, mobile phones and other industries, the development of e-commerce in the lighting industry has certain limitations: lighting products are not ordinary consumer goods, and users' purchase decisions are affected by factors such as designers and electricians. It is also determined by the progress of the decoration. In addition, the professionalism of the after-sales installation service is relatively strong.
Chen Jincheng, General Manager of Yingdu Lighting Operation Center: At present, the development of e-commerce is still relatively chaotic. The biggest bargaining chip for online sales is "low price", and the disadvantage is that it cannot satisfy consumers' sense of experience.
Wang Donglei, Chairman of NVC Lighting and BDO Runda : For the lighting industry, now is the worst and the best of times. The lighting industry is an extremely fragmented industry. We hope to rebuild a vertical e-commerce through the O2O platform, from 4% of the original industry share to 30%. According to the development of the overall industry and the needs of management, an enterprise continuously remodels its value. This is a reform or transformation, and it is an inevitable and continuous process.
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!