Driven by the trend of social informatization, online shopping is nothing new. Especially under the frequent promotion of e-commerce platforms such as Tmall and JD.com, consumers’ enthusiasm for online shopping is unprecedentedly high, and the limelight has even surpassed traditional offline stores. . This makes various companies have more expectations for networked sales channels. In addition to consumer products facing the general public, professional product sales for enterprise users have also begun to focus on network platforms and commercial large-screen display products. Test water e-commerce is a typical representative.
Our survey found that in the large-screen commercial display industry in 2015, "B2B" has become a trend in the eyes of many companies, and it is one of the important signs of corporate network integration. So, in actual operation, what is the effect of commercial large-screen online sales?
In fact, as early as 2014, Jingdong’s entire network was the first to launch its commercial display business, which opened the curtain of “touching the network” of commercial large-screen sales channels, and digital signage products have become typical “early adopters”. Philips Digital signage products of brands such as, Weirui, Samsung, and ViewSonic have tried to sell online, but the product types are mainly concentrated in display products, and the richness of product models is obviously not comparable to offline channels. You must know that the current digital signage applications emphasize "software first, content is king", and the comprehensive solution innovation capabilities of industry enterprises have become the key to impressing industry users. Obviously, this cannot be reflected in online channel sales. This is doomed. At this stage, offline channels are still the main force, while online channels are mostly early adopters.
As an important part of commercial display, the development trend of digital signage is a concrete manifestation of the networked situation of the entire commercial large-screen market. Nowadays, the commercial large-screen industry has entered the era of application is king, and the transformation of integrated service providers has also become the consensus of the industry. Under the condition of convergence of hardware technology, it seeks differentiated development through software-level innovation.
However, in the current online channels, only standardized elements such as product pictures, function introductions, and technical parameters can be controlled. This has led to the sales of products limited to the hardware level. Under the condition of product technology convergence, the price has become The key factor that affects the choice of industry users is obviously not what the large-screen display companies that are actively transforming are happy to see. For example, traditional LED display companies that have suffered from price wars certainly do not want to enter the small-pitch LED with high expectations. This model, but the ability of the network channel at this stage is limited to this. This means that at present, there is still a big gap between the display power of online channels and the real marketing needs of large-screen display companies, and the perfect method and perfect date are still unclear.
Of course, this is not a complete denial of the value of commercial large-screen marketing network. The large-screen display shows that companies are keen on B2B, indicating that they are keeping up with the trend of networkization and reforming marketing channels, although they will not affect the overall market in a short period of time. The distribution of channels has a significant impact, but companies should also adjust their marketing strategies accordingly to avoid disconnection.
Traditional offline channel sales, large-screen display companies rely on their comprehensive strength, including channel layout, product prices, brand influence and even personal connections. In online channels, due to the high concentration of similar products, they want to attract the industry in the first time. Users, brand influence has become the key. In other words, if large-screen display companies want to gain more initiative in online channels, the establishment of a strong brand influence has become a prerequisite. It is foreseeable that, in order to keep up with the development of network channel layout, brand marketing will become a strategic task for commercial large-screen companies in the next market competition, thus promoting the real coming of the era of commercial large-screen brand competition.
