Recently, E-commerce is greatly favored by LED-related enterprises with its advantages of innovative marketing pattern, relatively low upfront investment in LED general lighting promotion, inspiring a heated discussion within the industry. Given that more and more enterprises with existing marketing channels are to set foot in the e-commerce, our correspondent sorts out some advice in a bid to help LED enterprises stay on the right track.   
  
Mindset No. 1: Network traffic equals sales volume
 
LED enterprises need to discard the network traffic of inferior value andnon-contributing to profit & output, such as those buyers only concerned about giveaway and significant discount, midst e-commerce exploration, in case a waste of server, logistics and customer service. Meanwhile, more efforts should be made on search optimization, details highlighting and variety of commodities etc. so as to seize customers featured “hesitant in decision-making”.    
 
Mindset No. 2:  Online marketing performance is in line with its offline equivalence
 
LED enterprises should make a distinction between offline and online sales in marketing. Retailing takes up a big ratio in LED products sales online. Talking about marketing, offline retailing is much rely on brand awareness, posters and print ads as well shopping environment and stimulation acted by salesman, instead, online retailing or e-commerce attracts customers by advertising via SEO/SEM, EDM, Network alliance, web portals and SNS etc.
     
Mindset No.3: The combination of speedy delivery and good after-sales service is enough
 
It’s not enough to satisfy customers by merely offering considerate speedy delivery and after-sales service for online retailing. Customer experience involves a variety of commodity, price tag, timeliness of courier, level of after-sales service, convenience and simplicity for online store access etc., not just speedy delivery and after-sales service.
 
Mindset No. 4: Cost reduction is secured with a proper business expansion
 
Stores on Taobao.com and Tmall.com are ranked as per the numbers of stars and volume of sales. Normally, when LED enterprises grow bigger, they will be more confident in negotiation with partners, whilst increasing sales could help reduce costs in purchasing, logistics and marketing. However, the possibility of expansion upon business patterns might be easily neglected.