How to sell LED lighting fixtures online?
Online promotion = spike + interaction, interaction is the key
If the promotion on the Internet is no different from traditional channels, then the effect will not be too great, because consumers have long been numb to promotional methods such as buying gifts, discounts, and bundling. These promotional methods are now mostly used in fast-moving consumer goods such as beverages, snacks, and daily. For small electrical appliances such as lighting, more interesting promotional methods are needed. Lighting companies must understand the two methods of "seckill" and "interaction".
"Seckill" is a promotion method based on computer network technology. The core is "limited time" and "ultra-low price", such as a one-dollar laptop, a one-dollar rice cooker, etc. The purpose is to gather popularity and increase the brand's online presence. Attention. Internet marketing expert Liu Dongming said that lighting companies have a lot to do in this regard, such as designing a cool small table lamp, planning a "seckill" event in an online store, and within a certain period of time, the top 100 lighting up lights online In the game, you can get the opportunity to buy a lamp for one yuan, and then let these netizens post photos of themselves and the lamp on the forum or blog or use their experience. Through the voting of netizens, a few people will be selected as corporate brand spokespersons and let them participate in the corporate advertising film. In this way, a complete "interactive marketing" is completed, and the company gets a lot of attention and brand reputation, and a new product can be launched and sold immediately through the Internet.
Communication needs to borrow social media
In the Internet age, the way lighting companies communicate with consumers is very different from the traditional model. Under the traditional marketing model, you may only need a customer service hotline to provide on-site service through service outlets. More sales will be face-to-face, but under the network marketing model Enterprises should understand three points: First, how consumers know your brand and products; second, how they purchase your products; third, how to let consumers spontaneously spread positive information for the company.
Knowledge marketing, let me tell you quietly
In the network environment, the nature of the market has undergone profound changes. Manufacturers and consumers can directly exchange information and trade commodities through the Internet. The market will become more diversified and personalized, and complete market segmentation will be achieved. Consumer behavior will also undergo some changes. Consumers will participate more and more extensively in the marketing process of enterprises, and consumer behavior will become more rational and individualized. Internet marketing expert Liu Dongming mentioned that the LED industry is relatively scarce, and the public does not know much about LED knowledge. This is a good opportunity for LED industry knowledge marketing. In the name of the company, conduct LED knowledge dissemination on the Internet, respond to customer online questions in a timely and correct manner, receive customer emails and make correct responses to customers, and strengthen customers’ understanding of lighting products are all to enhance customer stickiness and brand awareness to promote Effective means of consumption.
Overall home lighting, one-stop lighting service
Just as the overall cabinet became popular, the overall home lighting began to take the stage. The overall home lighting is that the lighting business provides consumers with an overall lighting plan from the living room, dining room, bedroom, study to the kitchen, bathroom, balcony, and corridor, providing scientific, healthy, energy-saving and fashionable lighting design planning. Of course, many domestic lighting brands have made it clear in this regard. For example, Yimei Lighting has stated that it will launch a one-stop home lighting consumption and integrated services for commercial, home, and engineering lighting. Internet marketing expert Liu Dongming said that the current overall home lighting is still at the level of conceptual marketing, and there are very few that truly integrate product sales and services. Obviously, the overall concept of home lighting is relatively vague, which is often reflected in consumer services. For most businesses, after-sales service profits are not only meager, but also time-consuming and labor-intensive. Its future development is still to be tested.
Clear brand positioning, 360-degree brand communication
Brand is one of the important factors that affect consumer purchases, especially in the LED industry. Consumers rarely list the LED brands they know. This is the lack of brand communication in the lighting industry, and it is also a good time to form brand influence. Internet marketing expert Liu Dongming said that when it comes to brand marketing, to a large extent Internet marketing cannot get rid of the framework of positioning, 4P (product, price, promotion, channel) and 4C (demand, cost, convenience, communication), but this In the context of the Internet, the two theories require companies to be faster, more strategic, and more aware of the use of Internet tools to spread the brand. For lighting companies that have the courage to try online marketing, positioning, products, promotions, channels and communication appear especially important.
The perfect marriage of furniture and lighting
We all know that the impact of lighting on the home environment cannot be ignored, and in terms of channel terminals, the furniture industry has already had the idea of "marriage" with lighting. Cross-industry integration will more effectively control the information of the terminal channel market. Internet marketing expert Liu Dongming said that the marriage of furniture and lighting can realize the complementary advantages of products and resources, and enhance the strength of the company. It is a realistic way to ensure that the brand is strong in the industry. The marriage of furniture and lighting is not only a new marketing idea for businesses, but also a more convenient way of home consumption for consumers. However, for small and medium-sized investments, the combined operation of furniture and lighting is often a bit overwhelming. For operators, it is necessary to invest a lot of money and ensure the quality of after-sales service. At the same time, strong supply channels are needed to achieve Ideal price advantage.
