Ice bucket challenge become more and more hot, not so ice, as more and more people to participate in, especially bosses, participate in make activities with more show mean, LED ice bucket to a more controversial.
When the ice bucket challenges within a week or two fire all over world, it is secret? For developing electricity LED ice bucket enterprise doing O2O on what enlightenment? The three ice bucket challenge “the apocalypse”
First, the core of the brand story: public welfare
We are talking about enterprise O2O must have a scene, scene must have a purpose, purpose must be able to reflect your brand story, story must be single-minded of brand positioning. The brand positioning of the story is not a product, is not a service, but a way of life or a fashion show, or even higher public charity.
From the perspective of the public welfare, tall, and for young and old men’s and women’s winner-take-all any size.
Second, the game.
A O2O activity, not a qr code there had been swept, have scene, have to have a white crow about empress princess scene today, but this scenario is best is just like a game, have to participate in, have a PK, challenging, exclaimed, onlookers, the rich in experience, challenges in ice water of that kind of stimulation, and can challenge after the completion of the privilege of others, at the same time, by the name of public welfare to satisfy the self-realization.
For lighting companies, rather than every day in micro letter in the public, said their products very well, what’s the discount. Do products at the same time, the value behind the need to find yourself doing these things, at the time of spreading around the value. Now almost every enterprise can make micro letter number to the public. Everyone know to fish more places to go fishing, that is true, the point is, what kind of fishing. We see a lot of articles enterprise accounts hair really do not have what meaning, rushing to the big wheel and other gadgets up lets users play for two days is not to play. Draws hundreds of fans on micro letter itself has no meaning, after the folded subscription, fans might not unsubscribe, but they will choose. Weibo or micro letter, subscribers are not real fans, fans are actually using your product, satisfied with the product, and the group of people willing to pay for you to spread.
Do pieces of O2O know time will be used to grasp the user, if just have a qr code, with micro letter account, even if users, if don’t continue to provide customers with good content, attention will also be cancelLED ice bucket at any time. Some companies began to realize this problem, there is even a product way said after consulting clients in communication with us.
O2O closed-loop exactly is what? Not payment transaction, but word of mouth spread, make use of the individual social relations dissemination and sharing out effectively, and is spread out with his best friend’s strong relationship. And ice bucket challenge, complete the challenger can call three people, the three men can be a good friend, can be a strange opinion leaders or big V, even competitors. But anyway, it USES social relationship is linked to the spread of the explosive, implements the X of the chain of the third power of growth. This is a traditional enterprise to study in O2O scene, can need not mobile payment, but the share is must be closed.
Ice bucket challenge the whole scene is a typical O2O: online, network transmission, offline landing challenge – shooting video transmission – named relay social relations, is an online to offline and online in the cycle of offline O2O scenario.
At the same time, the ice bucket challenge to enterprise’s O2O is another key reference KPI system. Ice bucket challenge of KPI, donations, transformation of value can also be a challenge named after the spread of word of mouth, from the point of the current situation, it is more focused on the spread, the contribution is not the key, and domestic actual data also verified this. Therefore, traditional enterprises should also be sure to recognize: O2O not incremental sales is not a short-term, but to focus on trust relationship focuses on social reputation spread steady.
For the LED ice bucket lighting of the O2O way how to go? My wife reflection to industry.
The present situation of the O2O in LED ice bucket industry
At present, due to the LED ice bucket lighting is considered to be the best substitute of incandescent lamp, the support of policy and technology mature, quickly ripening of LED ice bucket industry, at present already overcapacity and into the consolidation period, embodied in the sales side, the competition is fierce. And traditional brand enterprises for many years, has become mature and perfect sales system, the original traditional enterprise wasn’t too keen about electricity is changed; Instead, brand influence is a bit poor some enterprise more active to electric business channels, also conducted more try, effect has already begun to appear.
“Double 11” in 2013, the day the cat lamps and lanterns same-store sales have reached one million yuan, the champion opple sales more than 4900 ten thousand yuan, while in 2013, the year has not completed the sales target of one hundred million yuan, but still in the LED ice bucket lamps and lanterns brand sales of the top spot, followed by the lighting, clinch a deal amount is 34.88 million yuan, sales success compared to the double.
As mentioned earlier, in the face of e-commerce channels, different enterprises have different attitude. But undeniably, emerging with a traditional lighting LED ice bucket lighting enterprise online DuiGongZhan has begun. From the point of the present situation, the emerging enterprises more active, also take the online sales more favorable position. Statistics found that the flower, chau Ming companies such as brand awareness and sales in the network are superior to the philips, leishi and other famous enterprises.
At present, about the LED ice bucket enterprise net, there are two views clashed. Opponents argue that LED ice bucket lighting, must have a physical store to bring consumers. At the same time, the distribution of the LED ice bucket lamps and lanterns, installation and after-sales service is very important, if only pay attention to the network promotion, and lack of physical stores support, enterprises need to bear the risk is very big. At the same time, in the lighting products, LED ice bucket belong to product of price is quite high, also belong to niche product in the market, buyers are not many. But network sales price transparency and comparison, it is generally believed to walk in the high-end products on electric business platform is difficult to assess the risk. Some platforms electricity charges commodity trading commissions, enterprises obtain space has also been greatly compressed. Again, entering the electric business platform, although the initial investment cost is low, but the late promotion, marketing and other hidden costs is very high, the earnings cycle is also not sure. Based on the above three points, many people think that the LED ice bucket enterprises to electricity as the auxiliary channels, is advantageous to the enterprise to seek differentiation development of roads, but if use electricity as the main channel, is to give up the key battleground of LED ice bucket lighting
In fact, this view is in more traditional channels to occupy a position of strength, brand enterprise. Because, at present the LED ice bucket products online or two different sales market. Offline LED ice bucket sales is the mainstream of the government procurement, project engineering, design institute and designer channel, mainly B2B, B2C market has not opened, belongs to the typical niche markets. Engaged in the lighting industry more than 20 years, launched the world’s largest lighting fair in guangzhou international lighting fair Pan Wenbo, “says Dr. Online sales is mainly aimed at C terminal customers, in fact, online sales for enterprises is not a contradiction, only, because there is no offline emerging enterprises and brands mature and stable sales channels, and rarely get the order, natural more willing to devote energy to network sales. Electric business platform, however, also needs the brand support, set up the online brand still is a key to the success or failure of the electricity business channels. For enterprise website construction costs account for only a very small part. Brand setting up, require enterprises to invest a lot of money, spend a lot of time to do the online promotion, thus can profit in the short term enterprise is not much.
But you didn’t see that LED ice bucket enterprises from the initial fear of being “electricity”, brought the business to the obvious incremental sales, make lighting enterprise of electricity will increase apparently, but online sales pattern already, early leader has made a clear advantage. Now, the rise of O2O concept, to the traditional channels dominant enterprise provides a wonderful counter-attack.
The core of the O2O mode is brought online consumers to reality to shop – order online or pay the line of goods, services, and then to line down to enjoy the service. Enterprise through the discount information, service and so on, the offline store messages pushed to Internet users, so as to convert them to their own offline customer. Because traditional enterprise has a large number of outlets for entities, and thus easier to provide offline consumer experience, so as to achieve than simple online enterprises engaged in O2O more convenient advantage.
In front of the O2O appear, the traditional electricity from product purchase to use rely on network complete, due to lack of experience of consumption has been criticized by the users. O2O put online consumption two big functions combine with the offline service, constitute a complete experience of consumption. But at present, in the industry take the lead in open O2O mode of operation is still the continent, John source, levy Ming photoelectric LED ice bucket enterprises, such as few traditional brand enterprise success. Of course, this is also a common phenomenon in a wide range of industries.
High-end brand mai hing illumination affiliated companies yoga wei company vice President, general manager of center of LED ice bucket lighting and indoor lighting ke-feng liu believes that at this stage, e-commerce in the lighting industry is just a purchase channels, consumer is generally known by buying channels and traditional media to know the information of the brand, through the channels of electricity to buy cost-effective products.
Established foshan lighting lighting enterprises, however, attitude towards O2O, also shows that not all companies are bullish on O2O mode. Foshan electrical lighting marketing general manager xue paid think, lighting the transformation should not blindly O2O, for three reasons: one is the lighting industry brand is little, only some also belongs to industry brand, really can let the consumer cognition of the public brand is not much, and very fuzzy, it is difficult to use a single brand to attract customers to offline store, probably after went to buy another product. Second is the lighting sales channels mainly lighting city model, did not have enough brand stores. Some consumers want to buy lighting products, found that the market has a lot of choice, don’t need to buy in a store. In addition, need to buy a light bulb to experience stores to experience? 3 it is through the O2O mode after drainage of consumers to shop, shop’s product line is relatively narrow, cannot satisfy the consumers one-stop shopping, eventually to lighting city station it is better to buy more convenient. Therefore, xue paid suggested that enterprise and its transformation O2O blindly, it is better to try to online sales. Because of the high hopes O2O mode if faiLED ice bucket to bring growth in fact, it has triggered a crisis effect will be further spread over the Internet.
For lighting brands, how to manage the seamless docking offline and online channels?
To implement the seamless joint between O2O offline and online brand, need to get through three aspects, namely the user through, goods through and pay through. First, the user through is refers to the member and user behavior, in terms of members to achieve through membership system, members rights and interests through and through data. User behavior through the main is to realize the flow of get through, make the entrance to the management and traffic guidance, including maps and location technology is the key. Second, through goods, main goal is to realize the electronic goods, inventory and logistics through qr code of points, finally realizes the digital management of item. Again, to pay, pay the link is the enterprise O2O important link for the connection of offline and online, to need to have a certain payment scenario, the design of hardware and software of the process for payment. Only realize the user through, goods through pay and get through, can realize the integration of offline and online, so as to realize the seamless joint between offline and online channels.
From the macro, is critical to the success of the O2O: the first is the revitalize the entity resource, better improve their competitiveness; The second is the integration the ecological resources, improve survival ability. In particular, the traditional lighting enterprise O2O key is to play three battles: selling goods, polyethylene powder and deal in Taiwan.
It is easy to view through 14 years electric business experience and hundreds of cases of e-commerce. In these three aspects, for retailers, brands and online platform they do O2O key points are different. Retailers key point is to sell goods, because retailers belong to the type of commercial real estate forms, need to hold the upstream supply chain, by selling goods to retain and merchants gathered, guaranteeing the normal operation of the stores, and to provide customers with a good shopping experience, improve customer retention, completes the member management, finally achieve the goal of polyethylene powder. Brands do O2O is the key point of polyethylene powder, through service improve user satisfaction and loyalty, satisfy consumer’s experience, secondly to expand sales by fan effect, and establish their own independent platform pattern way; For online electric business platform, the original platform has accumulated a large number of users and has a strong ability of selling goods, the key point is they do O2O platform optimization, integration through offline entity enterprise resources, enhance consumer shopping experience.
Facing the Internet, the weak and ignorance is not a barrier to our survival, arrogance is! In the future, all companies will be offline integration. O2O now do is advantage in the competition, the future who do not do O2O who will be at a disadvantage.
What companies need to reflect on?
B2C to O2O, taobao, jingdong to O2O innovation blossom everywhere, traditional business is undergoing a subversion and revolution. Is the first and the informationization go recently IT stores, is the second step is electronics stores! Will then spread to every corner of the traditional business! – this is the background.
In such a context, some people think that: the transformation of traditional industries, Internet is a big trend, the field oriented service industry will face great opportunities. Although the traditional enterprise is very rich, than the emerging Internet industry is absolutely with deep pockets. But when you see some real, you will know: for traditional lighting companies “constitutional, improvement” this kind of way is fantasy, really will come is a subversion and revolution!
According to the survey found, LED ice bucket manufacturers both in professional and comprehensive furniture, lamps and lanterns traditional canal road stores to sell, market and business channels in electricity sales; Brand agent would like to spend less shop goods can be quickly to the offline and online channels; Around the capital of wholesalers don’t have the energy to open online stores, but also think life big batch shipment here, at the same time also want to easily into the field of wholesale market; A large number of distribution the owner the most can’t go out can to a number of ways, with the ex-factory price or wholesale price from the manufacturer or the national wholesale market purchase…
Now go the traditional sales channels of enterprises more and more difficult, need to find a good business model, and the electricity is a kind of trend, both can communion. Through an online platform and two offline service center, through to the LED ice bucket industry from production to the wholesale, the online sales of the whole industrial chain.
And the challenge of the ice bucket O2O mode for LED ice bucket enterprises, although electricity have just started, and not so good, you don’t put all your reasons to go to the market, but requires innovation mode, grasp the core, to make a perfect plan.
LED ice bucket industry to participate in public welfare activities there will be no shortage of activities to make the game also many, but why not reach this effect? The author thinks that the LED ice bucket enterprises should by ice bucket challenge this activity for reflection, for enterprises to find the most suitable for their own O2O itself.