China's online shopping market has reached a size of US$445.1 billion (about RMB 27,231.21 billion), which has profoundly changed daily shopping habits and consumption patterns. Under the trend of the online shopping market, the sale of lighting products through the online mall model has become the mainstream choice of manufacturers. Wang Fei, a senior analyst, said that the market size of online shopping lighting products in 2014 was about 2.4 billion US dollars (about 14.638 billion yuan), accounting for 14.4% of all sales channels. With the continuous sales of LED lighting products on the network, scale It will continue to improve year by year. It is estimated that by 2017, the proportion of online shopping will reach 30, surpassing lighting engineering and lighting stores to become the largest single channel for sales of lighting products. Wang Fei said that in the online shopping pipeline, it has gradually changed from C2C ​​mode to B2C, and this trend is more obvious in lighting e-commerce. According to the latest statistics, the proportion of B2C sales in lighting e-commerce has reached 55, far. Exceeding C2C's 45. According to the analysis of China's e-commerce platform, Tmall's lighting e-commerce business is the most successful, accounting for 54 of the entire B2C market, among which Op, NVC and Otto are among the top three in the lighting category, Philips, Opt and NVC are the top three sources of light source sales. Jingdong ranked second with 19.2%, but its sales volume and brand number were less than Tmall. Although other e-commerce platforms also attach great importance to the lighting market and actively attract the participation of lighting manufacturers, the current pattern of Tmall and Jingdong has gradually become clear, and new competitors will be difficult to challenge in the short term.
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