Under the impact of Internet e-commerce, how can a lighting entity break through the predicament and seek development?

In the lighting market, there is no way for physical stores to compete with online shopping. This is also a representative category with great advantages in online shopping. First of all, the first "logistics", now as long as it is something that can be delivered by small express delivery, it is difficult for basic physical stores to compete with online stores. Only those things that can't be delivered home, have many logistics links and have poor customer experience will customers buy locally. In terms of general lamps, it is precisely a very convenient variety of express delivery. The second "price", according to the normal trade chain, if the ex-factory price of a lamp is 30 yuan, the general agent or the general wholesaler will go to 40 yuan, and the terminal store will sell 70% to 80%. Now many manufacturers or general wholesalers open their own online stores and sell them to terminals at a price of fifty or sixty. In fact, if you subtract the cost of online stores and express delivery, you can earn more 10 yuan, and end customers can also get cheaper. At the price of 50 to 60, the terminal physical store can still sell without losing money, but the terminal physical store has to pay rent to support workers, and it is meaningless to make low profits. The third "display" is that with the maturity of e-commerce, many new virtual reality display technologies are applied to product display, and even the floor plan is well designed, so online stores can display products in large quantities. Instead, let's look at the traditional lamp shop. Because of the use of the storefront area, there are many samples of lamps, and even the exquisite lamps can't be reflected, and the number that can be displayed is limited. There is also an online shop with high speed, simple links and low cost because it does not involve physical sampling. The physical store must be loaded as it is, and the link is complicated. After all, lamps are a product with high innovation rate. The fourth "word of mouth", that's right, whether it's a physical store or an online store, if you have a good word of mouth, there will be repeat customers. But the role of word of mouth here is very different. The reputation of online stores not only brings repeat customers, but also plays a great role in promoting sales, because many people choose stores to buy according to the top sales. Moreover, e-commerce has no geographical restrictions, and word-of-mouth communication has no boundaries. No matter how good the reputation of physical stores is, there are some repeat customers in the local area, and their communication and role are far less than that of e-commerce. The above are the main points in normal market transactions. If you have your own relationship and channels to supply stably, that's another matter. There is also a high-end brand that focuses on rich customers, just like LV will not be affected by e-commerce because it has its uniqueness. However, it is risky to be a high-end lamp market, which requires high manpower and cost. Only those first-tier cities in China have that market capacity. In short, no matter what advantages e-commerce and entities have in doing business now, it is safer to think clearly about their own advantages and find ways to solve possible problems. After all, the probability of success in starting a business now is too low.