Recently, China's lighting industry famous company NVC Lighting and Dehao Runda jointly released the industry's first O2O lighting and smart home e-commerce platform, officially announced the focus on the layout of the Internet O2O development strategy. This platform means that its sales system and management system will achieve online and offline integration. Previously, the top two listed companies spent a lot of effort in the battle for control, and the announcement of the transition to O2O is the first strategic move by the company after the NVC storm. If you don't change, you have to die. Wang Donglei, chairman and CEO of DHL Runda and NVC Lighting, smiled and told reporters that the reason for implementing this huge strategic measure is the huge impact that e-commerce has brought to the lighting industry. The traditional physical store is struggling and the world is really changing. In the past few months, Wang Donglei kept repeating this sentence. He spent money and blackened all the hair with white hair, hoping to make himself younger. Before attending the O2O platform conference, Li Huating, the president of Dehao Runda, was stopped by Wang Donglei. Li Huating returned to the room. When it appeared again, the clothes had been replaced with a more youthful vest. Wang Donglei admitted to the reporter that it is not that he has high requirements for himself and his employees, but that he is under too much pressure. The root of all this is the Internet. In his view, the Internet not only brought e-commerce sales channels, but also changed the purchasing habits of consumers. The result of all this is that the marketing model of the traditional lighting industry is almost impossible to maintain. Driven by the mobile Internet technology, with the development of the standardization of e-commerce platforms, a LED lighting revolution has arrived. It turns out that a consumer must buy goods to buy goods, go to three stores, buy floors and go to more stores. Now everyone understands the product through the Internet, and the physical store is the last link to purchase. Even he can complete the purchase without going to the physical store. Wang Donglei lamented that consumer buying behaviors and habits have changed. The corresponding lighting industry is also changing with consumers. In the past, products were kings, and later channels were kings. Today's consumers value the shopping experience and consumers are kings. Wang Donglei said that at present, the development of various companies in the lighting industry has become more difficult under the impact of e-commerce. The grim industry situation has given everyone a sense of crisis, and it has given everyone the courage to figure out how to transform. NVC Lighting and Dehao Runda pointed out that they learned that the 2014 LED lighting market and channel report analysis pointed out that in the second half of 2014, the LED lighting industry still maintained a high-speed growth trend, and the online sales scale of LED lighting products grew more than the entity. The channel is more obvious, and the penetration of LED lighting equipment on the online market is higher than offline. Previously, Wang Donglei never paid attention to the Internet. He described his thinking as being young and fast, but every day he worried that his thinking was not young enough. O2O paving stage Wang Donglei hopes to integrate the O2O platform through online and offline, to provide a series of services such as product, design and post-service directly to the end consumers. In the future, the e-commerce platform of Dehao Runda and NVC Lighting is expected to integrate nearly 10 billion sales. In order to achieve this goal, he described the current integration speed as running away. NVC's most valuable and potential sales system is not within the NVC lighting listed company system, and the interests of distributors and the value of listed companies are not reasonably and organically linked. Wang Donglei said that this is why he decided to integrate NVC Lighting and Dehao Runda. In Wang Donglei's view, the integration of this smart home lighting e-commerce platform mainly relies on the O2O model. In fact, although the transition to O2O was just announced on November 19th, the plan has already been implemented. According to Wang Donglei, Dehao Runda and NVC Lighting each have an e-commerce platform, which has an integrated system of production, supply and marketing. Its LED products cover a full range of engineering, commercial, indoor and outdoor lighting. At present, the plan is already in the paving stage of building infrastructure, such as the product has been QR coded, and the retail port and operation center site have been added. NVC has 37 operation centers and more than 3,000 retailers across the country. Based on this, the database is also being built, and the content comes from all sales data of each store every day. Wang Donglei hopes to develop production volume and adjust marketing plans by monitoring and analyzing these data in real time. In short, it is to establish a new management platform and system based on Internet thinking. According to Wang Donglei's plan, if the online and offline integration is good, the Internet will act as the sales front desk for offline transactions. For the lighting industry, what is more important is the offline user experience, which is combined with each other to cope with the new habits of consumers in the Internet era. This does not mean that offline stores become worthless. Due to the seasonality of the home and the north and south, the situation of each store in NVC is not the same. For example, Wang Donglei said that when Guangzhou enters the decoration season, the demand for lighting products will increase significantly, but the northeast may still be in the cold winter, not suitable for decoration. In terms of management and control, physical storefronts will have more autonomy.
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