On the afternoon of November 18, the "Zhongshan Forum and 2014 China Lighting Industry O2O Conference" with the theme of "Dilemma • Change • Opportunity • Win-win" was held in Guzhen International Trade Hotel, Zhongshan. More than 400 guests and representatives of lighting companies attended the forum, including Su Zeshen, executive vice president of Guangdong Lighting Association, Zhao Xiaoming, president of Shenzhen LED Brand Alliance. Liu Kefeng, vice president of Shenzhen Jiawei Photovoltaic Lighting Co., Ltd. and vice president of Zhongshan Pinshang Lighting Co., Ltd., was invited to attend and participated in the roundtable forum to share the difficulties and changes of the O2O model in the lighting industry with industry elites, and discuss the way of O2O layout of lighting enterprises.

Conference site

At the roundtable forum, the guests focused on "What are the current dealers' confusion about the impact of e-commerce?", "What are the confusions of enterprises about the O2O model?", "Is the O2O model in the lighting industry feasible", "The O2O model What are the issues that need attention?” Liu Kefeng, vice president of Jiawei Co., Ltd. and vice president of Pinshang Lighting, pointed out that O2O is a business model for online purchase of offline experience, and it is a user-oriented business model of Internet thinking. O2O is also a platform through which upstream enterprises and downstream consumers are closely linked. O2O takes users as the center and connects online and offline with the orientation of solving user needs.

Vice President Liu Kefeng made a sharing

So, how can lighting companies make good use of the O2O business model? Is the O2O model suitable for all lighting companies? In this regard, Liu Kefeng said that O2O mainly covers the following aspects: first, O2O must be a platform, and enterprises must be platform-oriented; second, O2O has three elements, namely: making online purchases the ultimate, purchasing It must be convenient, fast, simple and effective to meet the needs of users; the offline experience should be maximized, oriented by the needs of users, so that users feel comfortable; the integration of big data must be sticky, and the CRM system of traditional enterprises should be integrated. Data integration, through big data, it is easy to cut user groups and understand users' consumption preferences.

In addition, it is necessary to understand the characteristics of the product sales of lighting enterprises. The current LED lighting enterprises, whether they are enterprises transforming from traditional lighting enterprises to LED, or new lighting enterprises with LED as their main business, have not fully reached the characteristics of consumer electronic products. stage, but this stage will surely come. At the same time, the product width of lighting companies is very wide, and some large companies even have thousands to tens of thousands of single products. The consumer groups of these products can be divided into mass users and professional users, and the needs of mass users and professional users are completely different.

For lighting companies how to embrace Internet thinking and meet the O2O model. Liu Kefeng believes that, in fact, Internet thinking and O2O mode are just a new window for lighting companies. For traditional lighting companies, they have very complete offline channels and can be used as very good experience stores. How to improve online shopping is a problem they have to solve. If online shopping is not done well, it will have a serious impact. For new LED companies, when the construction cost of offline experience channels is too high, O2O is just a new window, and the cost of this window must be considered. To solve online purchases, how to do offline experience, where big data comes from, and how users come, it is necessary to find suitable partners with complementary resources, which is a very big problem.

In recent years, e-commerce has developed rapidly. Under the impact of cross-border, integration and Internet thinking, many lighting companies have deployed O2O. Liu Kefeng pointed out that at this stage, most lighting companies use the Internet to open online stores and use online purchases as a sales channel, and some companies are trying to do O2O. These two parts include enterprises transforming traditional lighting to LED, and new LED lighting enterprises. They are all trying to do O2O, and it is not easy to do it. Whether it is a company that is trying to do O2O, or a company that uses the Internet as a product sales channel, most of their online sales products are mass circulation products, and there are almost no professional products. From this phenomenon, it can also be seen that the attributes of the lighting industry are different from other industries such as home appliances and clothing. Therefore, any lighting company should keep in mind the attributes of the lighting industry if it does O2O. Not all companies are suitable for O2O, and the right one is the best. Enterprises must fully assess the situation and consider the cost and development stage.

Finally, Liu Kefeng said that the Internet represents the future, and O2O also represents the future, but how to make good use of this model, truly be user-oriented, and make enterprises a platform to embrace the future, will test the decision-making level of the enterprise. Lighting companies can work together with excellent Internet e-commerce platforms to develop Internet thinking to the extreme from the professional perspective of Internet companies and do online sales. Offline, revitalize the physical resources owned by the enterprise itself, enhance the competitiveness of the enterprise itself, and maximize the user experience. New technologies, new business models, and new business opportunities are equal opportunities for all lighting companies. The key is to see how the companies themselves grasp.

Group photo of some participants