At 0:00 on November 12, the Alibaba Double 11 Global Carnival officially ended. According to the data provided by Ali, the total transaction volume of Alibaba's platforms reached 120.7 billion yuan on the day of the double eleventh, of which the wireless ratio reached 81.87%.
In this 120.7 billion, lighting companies contribute geometry? Take a look at big data.
Everyone installs the industry: the sale of lighting products
From the data displayed in the business staff, in the ranking of household building materials, they are Jiu Mu, AIA integrated ceiling, nature, Dongpeng ceramic tile, Bell flagship store, Aopu integrated home, Nobel ceramic tile, Jinyi ceramic tile, Enoch tiles, Op lighting. In the lighting industry, only one lighting brand of Op Lighting has entered the top 10 in the category of home improvement building materials, followed by NVC Lighting, ranking 15th.
Different from the top ten brands of home decoration building materials in 2015, the gap between lighting and home improvement sales in 2016 is obvious. However, we also saw that among the top 20 products of double eleven home improvement building materials, the total number of lamps and lanterns products 70%, indicating that lighting products account for a large proportion of the entire home improvement building materials, but because of the low price of single items, compared with large-scale home building materials, the sales are at a disadvantage.
Opus and NVC re-innovation
2016 double eleven Op Lighting has created a miracle, 8:30 is the total turnover of last year, and finally ranked first with the official direct marketing volume of 204.6 million, for the fourth consecutive year, the first three switches in the lighting home improvement industry, three switches The number of socket series sales jumped to the top of the Tmall category.
As a leading enterprise in China's lighting industry, NVC's 11 record has achieved new success. The whole network exceeded 130 million in full, up 156% year-on-year, and mobile side accounted for 80%.
At the same time, the platforms are not far behind, the firepower of the light network is fully open, and the performance is full. In the "11.11 Carnival" event, the transaction amount exceeded 25 million yuan in just 24 hours. The EDS double eleven is even more explosive, with sales exceeding 32.45 million.
Advantages of network and traditional brands
In the lighting category, the top ten are OPPLE/Opp Lighting, NVC/NVC, Philips/Philips, AOZZO/Odo, Moon Shadow Kayton, Panasonic/Panasonic, Shiyuan, Osairous/Osseros, Kaicho, Mo The era of lights. Among them, there are 4 traditional brands and 6 online brands.
In terms of light source, the top ten sales of the double eleven are OPPLE/Oppu Lighting, Philips/Philips, NVC/NVC, Aidelang, Foshan Lighting, Midea/Military, Sanxiong Aurora, LED, Moon Shadow Cayton, Cnlight/Snow Wright. Among them, there are 7 traditional brands and 3 online brands.
It can be seen that in the sales of double eleven, the network brand has a greater advantage in the “lighting fixturesâ€, while the traditional brands have greater advantages in the “light source categoryâ€. This is related to brand awareness, offline channel layout, product positioning. Other factors are closely related.
In terms of sales volume, whether it is lighting fixtures or light sources, traditional brands have the advantage in the top five, especially the light source category is the top five.
It is not difficult to see that traditional brands rely on strong offline resources and brand appeal, which can be said to be more and more brave in the field of e-commerce.
For example, Ou Pu Lighting has sold 3 million from 2011 to 16 million in 2012, 60 million in 2013, 94 million in 2014, 120 million in 2015, and 2.046 in 2016. Billion yuan, it can be said that sales are climbing.
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