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Lighting sales tend to be more e-commerce sales model
Regarding lighting e-commerce, especially high-end lighting e-commerce, many are skeptical, because in the domestic lighting lighting e-commerce success stories, almost all of them are cost-effective routes. In the past two years, in the ancient town of Dengdu, a group of high-end lighting companies quietly involved in e-commerce, and tasted the sweetness. The current situation of e-commerce operation of domestic lighting companies and various gameplays are popular in e-commerce today. Online shopping has gradually penetrated into the life of lighting. It is not difficult to see the huge potential of online channels from the actions of brand manufacturers to extend network channels and launch brand flagship stores. Although there are still many problems in the lighting industry, such as product price wars and immature technologies, under the embarrassment of e-commerce, lighting companies have to find new ways to expand their channels in order to adapt to the environment and survive better. Let's discuss the current status of e-commerce in the high-end lighting market and its gameplay. The current situation of lighting e-commerce operation in 2011 double 11, Tmall lighting single store sales have exceeded one million yuan, then the champion Ou Pu lighting sales reached more than 49 million yuan, although last year did not complete the sales target of 100 million yuan However, it still ranks first in the sales volume of the lighting brand, followed by Ao Duo Lighting, with a turnover of 34.88 million yuan, and sales have doubled year-on-year. There are more and more LED companies planning to transform O2O in 2014. Li Junjiang, the financial director and director of the listed company Zhou Ming Technology, said at the 2013 annual performance briefing that the company will actively explore the development of the lighting e-commerce O2O model and make a large investment this year. Subsequently, the listed company Shell Wright also announced that the company's wholly-owned subsidiary Foshan Xuelaite E-Commerce Co., Ltd. has set up Zhongshan Snow Wright E-Commerce Co., Ltd. to expand e-commerce sales, and O2O is an important direction. When lighting companies have tasted the sweetness on the e-commerce platform, many companies are still waiting to see. They think that some high-end products, such as LEDs, are scene lighting, and there must be a physical store to bring consumers an intuitive feeling. At the same time, the distribution, installation and after-sales service of lamps are very important. If you only pay attention to network promotion and lack the support of physical stores, enterprises need to bear a lot of risks. At the same time, for some products with relatively high prices, they are also niche products in the market, and there are not many buyers. However, online sales pay attention to price transparency and price comparison. It is generally considered that the risk of products on the high-end route is difficult to assess on the e-commerce platform. Some platform e-commerce companies also need to receive commodity trading commissions, and the profit-making space of enterprises has been greatly reduced. Moreover, although the initial input cost of entering the e-commerce platform is very low, the hidden costs such as promotion and marketing are very high, and the profit cycle cannot be determined. Based on the above three points, many people believe that LED companies will use e-commerce as an auxiliary channel, which is conducive to enterprises to seek differentiated road development, but if e-commerce is the main channel, it will give up the main battlefield of LED lighting. The lighting e-commerce gameplay is getting closer to the consumer e-commerce gameplay. Since its appearance, it has been widely used. There have been many models, such as B2B, B2C, B2B2C, B2M, O2O, etc., but not every one is suitable for lighting. industry. The most common in the lighting industry is the B2C and O2O modes. I. B2C Mode This form of e-commerce is based on online retail and uses the Internet to conduct online sales activities. B2C means that enterprises provide consumers with a new online shopping environment through the Internet. Consumers can make online purchases online and pay online. Because this model saves customers and businesses time and space, and greatly improves transaction efficiency, especially for busy office workers, this model can save valuable time. However, for lighting lighting, it has its special consumption characteristics. According to the well-known online shopping mall data, the repurchase rate of lighting is very low. Nearly 80 consumers will buy it once before the decoration, so the lighting lighting company builds its own B2C. Online shopping malls can't do it. In the face of higher and higher traffic costs, development is slower. Therefore, we choose to enter the mainstream online sales channels such as Taobao Mall, Jingdong Mall and Amazon. With the existing customer base of these comprehensive online malls, it is the best way for lighting and lighting companies to wading in electricity. The operation of Taobao.com has now entered the stage of specialized division of labor. Now it is mainly composed of store manager, operation promotion, copywriting planning, customer service, art work and warehouse. The store manager is mainly responsible for the overall management of the whole store, brand style positioning, etc. The operation promotion is mainly through social, search optimization, through train, drilling exhibition, activities and other promotion methods, to obtain traffic for the store, copywriting planning is responsible for product selling point refining, Promotional copywriting creation, etc., the artist is responsible for the store decoration design, product detail page design, promotional design, customer service responsible for visitor reception, conversion orders, after-sales service, etc., the warehouse is responsible for delivery, check and so on. All departments work together to complete the operation of the online store and achieve the overall goal of the online store. Second, the O2O model Before the emergence of O2O, the traditional e-commerce from the purchase of the product to the use of the network to complete, due to the lack of consumer experience and has been criticized by users. O2O combines the two functions of online consumption and offline service to form a complete consumer experience. The core of the O2O model is to bring online consumers to the real store to order or pay for offline goods and services, and then to enjoy the service. Enterprises provide information and services through discounts, and push the information of offline stores to Internet users, thus converting them into their own offline customers. Because traditional enterprises have a large number of physical sales points, it is easier to provide offline consumption experience, which is more convenient than O2O for online companies. In the past, when enterprises faced e-commerce, they felt that lighting was a very intuitive product, and there must be a physical store to bring consumers an intuitive feeling. At the same time, the distribution, installation and after-sales service of lamps are very important. If you only pay attention to network promotion and lack the support of physical stores, enterprises need to bear a lot of risks. But the O2O model just solves this problem. This model only provides product images or discounted information online, while real services and transactions are done offline. Consumers get the information online, and turn to the offline customers of the enterprise. Not only can they experience the intuitive feeling of the entity, but also do not have to worry about the distribution and installation after-sales problems. Through the O2O e-commerce model, manufacturers join hands, users are booking online, manufacturers send new products to the dealers in various places through logistics, users to experience, purchase, and enjoy the after-sales service in the offline dealer shop, so that users can buy Like the lighting fixtures, the manufacturers have completed the sales together, and minimized the logistics costs, and ultimately created a multi-party win-win situation. The rise of the O2O concept provides an excellent counterattack opportunity for companies with traditional channels. The online and offline O2O mode will be the final trend of e-commerce in the lighting industry. It's just that this model has a lot to improve compared to the lighting industry, and it should not be blind when it is transformed. First of all, there are few brands in the lighting industry. Only some of them belong to industry brands. There are not many public brands that consumers can recognize, and they are very vague. It is difficult to attract consumers to offline stores with a single brand. It is likely to go. After that, I bought another product. Secondly, the current sales channels for lighting are mainly lighting city models, and there are not enough brand stores. A consumer wants to buy lighting products and finds that there are many choices in this market, and they don't need to buy them at one store. Third, after the O2O model is used to drain consumers to the store, the product line of the specialty store is relatively narrow, which cannot satisfy the one-stop purchase of consumers. In the end, it is better to purchase it in one place. The lighting for a single consumer is a low-priced product with low unit price and low frequency of purchase, which does not reflect the unique advantages of O2O. However, this situation is mainly because O2O has not affected the lighting industry. The industries such as furniture, electrical appliances and jewelry have completed e-commerce, and with the development of the industry, the situation will change with the continued exploration and practice of the channel. For example, the intelligent lighting that appears at present is very suitable for the O2O mode. At the same time, O2O is not just as simple as diversion. When O2O based on big data plays a role in guiding the production end from the sales side, the role of O2O will become more apparent, and the benefits of e-commerce will also be perfected in the lighting industry.