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This year's double 11-day cat transaction volume reached 102.7 billion yuan, a record high. This festival has set up a bridge between manufacturers and consumers. Every year, behind the turnover of Tianren, it is actually the competition among brands, and the platform has become the biggest beneficiary. This year's double 11-day cat transaction volume reached 102.7 billion yuan, a record high. This festival has set up a bridge between manufacturers and consumers. Every year, behind the turnover of Tianren, it is actually the competition among brands, and the platform has become the biggest beneficiary. After years of development, Guanhua Lighting has closely followed the pace of the times, and has developed vigorously online and offline. In this issue, Yu Huasheng, Chairman of Guanhua Lighting, shared his views on e-commerce with the author. Talking about the double 11 According to Yu, if the brand can expose a face to consumers on such a large platform as Tmall and Jingdong, it is extremely difficult. First of all, this kind of construction system has a relatively complete platform and requires high brand. According to common sense, the higher the ranking of the brand, the more opportunities consumers have to be viewed, the higher the browsing rate, the more opportunities they have to close. The platform has high requirements for the brand, indicating that the e-commerce competition is very intense. The whole store price cuts, the launch of explosives, gifts and so on are common promotional means, and in the face of some manufacturers such as in order to double the performance, require dealers to order online, and then brush the rumors, Yu said that this is What the layman said, this situation generally does not happen. The reason is that many manufacturers, including home appliances, and online and offline products are not overlapping, and the product lines are staggered, which is more conducive to protecting physical stores. In another case, some of the product lines of some brands are relatively fixed. They adopt the strategy of selling online and offline at the same price, and the purpose is to ensure offline sales. The difficulty of e-commerce For the lighting industry, the difficulty of e-commerce is reflected in several aspects. First, the platform with a large customer base is high on the brand. The advantage of B2C is that these platforms are large, with many brands and rich products. In addition to going to physical stores, consumers basically choose these platforms. Therefore, such platforms also have the need to support large brands. Like Opt, NVC, etc., some large platforms will have corresponding preferential policies, such as free entry. If other brands want to receive the same treatment, they must first apply for, check, check sales, check products, check and sell a series of tests. If the rigorous assessment can be passed, the platform will support these brands, such as placing the brand