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It is understood that due to the impact of logistics problems during the Spring Festival on February 26 this year, the quality of the refund rate of the event is 0.9% higher than the refund rate of the mediation plan. Therefore, it is impossible to continue to declare the activity of the platform, the single product group, Activities such as the independent group and the home improvement festival could not be opened normally. However, Pinyi Lighting has prepared stocks worth nearly 20 million yuan in advance. This is the LED lighting e-commerce company Foshan Pinyi Lighting Co., Ltd. (hereinafter referred to as Yiyi Lighting) was exposed to tens of millions of suppliers due to arrears. The yuan payment was brought to court, and the company and executive property were frozen by the judiciary. For a time, the news of the product's lighting closed down the road to smash the circle of friends in the lighting industry. In response, Liang Yihua, executive director of Pinyi Lighting, publicly responded that Pinyi Lighting chose to close the store on its own. At present, the company's capital chain has experienced serious problems and is preparing to file for bankruptcy liquidation. It is understood that due to the impact of logistics problems during the Spring Festival on February 26 this year, the quality of the refund rate of the event is 0.9% higher than the refund rate of the mediation plan. Therefore, it is impossible to continue to declare the activity of the platform, the single product group, Activities such as the independent group and the home improvement festival could not be opened normally. However, Pinyi Lighting has prepared stocks worth nearly 20 million yuan in advance, which caused economic losses of about 15 million yuan to the company, causing problems in the capital chain. Pinyi Lighting, as the e-commerce dark horse in the field of LED lighting, has been 10 million in 13 years, 60 million in 14 years, more than 100 million in 15 years, and 12 million sales in the 15 years of the 11th, which shocked the dark horse. The entire development of the lighting industry can be described as fast. This year's product-lighting annual meeting has shouted the goal of hitting 400 million in 2016. Such a promising future enterprise has suddenly fallen down. This has to attract the attention of the majority of lighting companies, and ponder the reasons behind it and its future. How the road to e-commerce development has become more stable. The increase in operating costs and the harsh competition environment are at the same time as people's lighting, and people are more concerned about the reasons behind this incident. It is reported that in recent years, the e-commerce industry has developed rapidly, and e-commerce has become an important feature and long-term trend of economic and social development. However, with the continuous development of the industry, the competition among peers has begun to enter a white-hot stage. Various unfair and severe competition methods have emerged one after another. For example, for e-commerce to pay attention to word-of-mouth features, it has even produced a bad review party, which is responsible for giving bad comments to competitors. . What's more, if you hire someone to buy a product, there is no reason to return it within seven days, and the e-commerce's outbound cost and sales cost will increase greatly. This kind of vicious and unfair competition is easy to encourage bad money to drive out good money, thus endangering the fair and honest competition order and seriously undermining the business environment in which the entire market economy depends. In fact, the operating and operating costs of e-commerce platforms are also increasing. For the network brands that do not have channel resources and supply chain support and rely solely on network marketing diversion, their heavy pressure can be imagined. Take Tmall as an example. Some people have calculated that the sales cost of lighting products e-commerce has reached 35%, including: 2% logistics, 2% packaging, 1% after sales, 10% promotion, 10% staff salary and management expenses. Cats are 5.5% and taxes are 5%; while lighting products e-commerce sales costs are as high as 40%, including: logistics 7%, packaging 2%, after-sales 1%, promotion 10%, staff salary and management costs 10%, days The cat is 5.5% and the tax is 5%. If it is on the Jingdong platform, the SOP commission is 8%, and the lighting and lighting sales costs are 37.5% and 42.5% respectively. The final profit point is about 5%-10%. Selling on the platform, if there is no gross profit margin of more than 50%, there is no way for e-commerce to continue to operate. Vicious competition between enterprises, the decline in gross profit margin, and the increase in online operating costs, whether it is for brand enterprises with large capital support or e-commerce companies with weak capital chains, have a certain impact, a little careless It may be submerged in the wave of e-commerce competition. As a leading e-commerce leader in the lighting industry, the lighting has finally collapsed in the current unfair competition mechanism and poor competition environment of the e-commerce platform. Low price to seize the market, leading to vicious circle 2015 Tmall double eleven global carnival sales reached 91.217 billion yuan, a new high. Nie Linhai, an inspector of the Department of Commerce and Information Technology of the Ministry of Commerce, recently attended the event but said that there is excessive competition in China's e-commerce. One product has more than 3,000 sellers on the same e-commerce platform, and the web page can only present more than 30 sellers. Therefore, many e-commerce operators in China do not make money. . This kind of competition status has spawned the explosion theory of the e-commerce industry. Explosion theory is the mantra of traditional e-commerce practitioners. In order to get the attention of consumers and occupy the market, all enterprises are doing their best to create the explosion of the store. Losing money to create explosives, getting the market at a low price, and then doing it on a large scale, so that the marginal cost is reduced, and thus making money by the back, has become a common mode of the e-commerce industry. This way of using low prices as a competitive strategy to get the market, once it starts, it will enter a vicious circle, you will find that the price of the product is not the lowest and only lower! This kind of competition kills one thousand, the self-destruction of 800 ways of competition, The bigger the company is doing, the greater the loss will be, and the risk of its accumulation will increase. The flow of funds is the blood of the enterprise, and the profit is the life of the enterprise. If the enterprise does not make money, it will not live long. No matter whether it is online or offline or physical, you can't escape this commercial law. How lighting companies can control the development of e-commerce In the context of the information age of the 21st century, e-commerce is a new sales channel. For LED lighting companies, compared with traditional sales channels with large sales costs, complex systems and long time, developing e-commerce consumers can directly browse products through online ordering, saving sales costs, and the entire trading time is also very efficient. In the LED lighting industry, the development of e-commerce has become an inevitable trend. A large number of lighting e-commerce companies have sprung up, and traditional well-known enterprises are also vigorously developing e-commerce channels. Today, when the Internet is thinking hard, lighting companies can not ignore the huge business opportunities brought by the Internet, nor can they be superstitious about the so-called Internet myths. They should think more calmly and conduct Internet and e-commerce layout. For the relatively traditional lighting industry, it has the particularity of the industry. Nowadays, sales in the lighting industry are almost all sold through offline logistics providers, agents, distributors and distributors. The traditional channels that have accumulated for many years have become the most important sales model of the company. Most enterprises have a shallow understanding of e-commerce management. In the initial stage, they need to invest a lot of capital, and at the same time they cannot support the entire sales volume of the company. At present, most of the enterprises are in the e-commerce business as the development status of the chicken ribs. It is a pity to abandon it. In 2015, the top ten sales of Taobao Tmall double-even lamps and lanterns were Ou Pu, NVC, Philips, Oduo, Panasonic, Moon Shadow Kayton, Shiyuan, Osseros, Zhongguang, Delixi. It can be seen that as traditional lighting brands begin to involve e-commerce channels, pure e-commerce brands are clearly not in line with traditional lighting brands with backup forces such as offline channels and physical factories. It is reported that as an Internet brand, Ao Duo has not obviously created a single product, but relies on the concept of design and atmosphere to fully bloom in the field of home lighting. In 2015, Otto proposed a new O2O development strategy, in the new O2O mode. Continue to expand and expand, and develop your own offline brand. At the beginning of this year, Ao Duo teamed up with Suning Yunju to develop intelligent lighting, which extended from the past aesthetic decorative lamps to give consumers more choices and experiences. In May, the first direct-operated physical store of Ao Duo in Shanghai Liu No. 125 Ying Road was officially opened. The store has launched the online and offline price. It is a real value slogan. All products in the store are clearly marked with price, which is consistent with the online. The Tmall platform's preferential activities can also be enjoyed simultaneously in the store. Mr. Li Yonghua, founder and president of Ao Duo brand, said that the opening of Shanghai Liuying Road Store is a small step in the expansion of Ao Duo's channel and a major step in the development strategy of Otto O2O. Oduo will start from East China and gradually promote the O2O strategy to the whole country, so that more consumers can experience the elegance, fashion and uniqueness of Otto online. At present, the emergence of e-commerce channels has given the industry a new business channel, but it is far from the possibility of replacing traditional channels. The key lies in how companies find the balance between the two, explore the most appropriate development direction according to the company's own development, bid farewell to the hunger marketing strategy, down-to-earth, pragmatically product-specific, fine, and insist on going, set Can seize the unlimited business opportunities of the new era.