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Driven by the promotion of e-commerce in successive years, the "November 11", once dubbed "Single Day", has become a veritable "online shopping carnival." This year's "Double Eleven" is still crazy: industry insiders predict that more than 20 major e-commerce companies are expected to achieve overall sales of over 30 billion yuan, a "good grade" that doubled over the same period last year. In this regard, some insiders pointed out that behind the promotion of major e-commerce companies, it is actually a huge demand for financing. Performance As of press time, a number of third-party statistical agencies show that sales of this year's "Double Eleven" e-commerce websites have shown a sharp increase. The industry insiders predict that compared with the same period last year, the overall sales of more than 20 major e-commerce companies such as Tmall and Jingdong Mall are expected to exceed 30 billion yuan, double the total sales of 15 billion yuan last year. Although this forecast is still difficult to confirm at present, from the sales situation of the "double eleven" major e-commerce websites this year, the feat of "double the sales" will be very likely to be realized. Alibaba's monitoring data provided to reporters showed that as of 14:00 on the 11th, the sales of Alibaba's Tmall (formerly Taobao Mall) had reached 10 billion yuan, compared with only 3.36 billion yuan last year. The data shows that in the 1 minute after the zero point on the 11th, about 10 million users poured into Tmall, and after 10 minutes, the sales exceeded 250 million yuan; after 70 minutes, the sales exceeded 2 billion yuan; 8:16 on the same day Sales exceeded 5 billion yuan, and exceeded the sales of "double eleven" last year; at 13:38 on the same day, sales exceeded 10 billion yuan. As of press time, Tmall's sales are still growing rapidly. According to industry insiders, on the 11th, Tmall's sales are expected to exceed the 15 billion mark, an increase of more than 300% over last year. The sales situation of Suning Tesco is equally astounding. The latest data released by Suning Tesco shows that after Suning Tesco launched the “Three-day Zero-Order†campaign, the total volume of transactions from 9 to 10 reached 1.5 million, and the overall sales volume was 20 times that of the same period last year. The sales on the day were even more popular, and the forecasted volume would exceed the sum of the two days on the 9th and the 10th. As of press time, Jingdong Mall, Dangdang.com, Joyo.com and other e-commerce giants have not announced their sales during the “Double Eleven†period, but some insiders believe that the above-mentioned merchants’ promotion efforts are equally strong and strong for consumers. The attraction, so predict the sales of these businesses on the "Double Eleven" day, compared with the same period last year, there will also be a huge increase. Most people in the industry believe that the overall sales of e-commerce "Double Eleven" this year will far exceed the level of 30 billion yuan. Because more e-commerce companies have participated in the promotion activities compared with last year, the overall sales of various e-commerce companies will increase significantly from 2011 during the “Double Eleven†period, and the growth rate will exceed 100%. . The reason for the surge in sales: the promotion strategy for the financing demand for the "double eleven" during the surge in e-commerce performance, both insiders and consumers, attributed it to various types of power and even crazy promotions. However, some insiders pointed out that the fundamental reason is that in addition to the increasing emphasis on online retail shopping, the more important thing is the huge financing needs of enterprises. Cao Junbo, dean of the iResearch Institute and chief analyst, told reporters that after years of development, online shopping has gradually matured and become an important retail channel. For merchants, especially those who produce and sell electronic products and various types of fast-moving products, products sold through the Internet are occupying more and more sales shares, so more and more attention is paid to online shopping channels. According to the monitoring data of the China E-Commerce Research Center and other institutions, more and more brand merchants during the “Double Eleven†period launched promotional activities through Tmall and other e-commerce platforms. According to Alibaba data, there were more than 10,000 brand merchants on the "Double Eleven" this year, and they were promoting promotions in Tmall, compared with only 2,000 last year. The monitoring data also showed that these brand-name merchants who participated in the promotion achieved amazing sales results on the “Double Eleven†day. As of press time, a total of 11 brand manufacturers turnover of more than 50 million yuan, the highest of more than 80 million yuan. Less than half an hour after the zero point on November 11th, there were three brand manufacturers whose transaction volume exceeded 10 million yuan. The sales of some brand manufacturers also appeared "blowout" on the same day. For example, on November 11th, the 250,000 Xiaomi 1S mobile phones prepared by Xiaomi Company were sold out by consumers within 4 minutes. The investment community also pointed out that behind the promotion of e-commerce companies, it is more about its huge demand for financing. An e-commerce practitioner told reporters that the current e-commerce development model is: through the pre-financing, to do large-scale, and then a new round of financing, and then continue to grow, and then refinance, and finally achieve listing. “This model requires e-commerce to deliver a brilliant performance report to investors, which must show a good growth momentum for the company, at least from the financial report, there needs to be a growing revenue.†The person said. It is precisely because of this current business model in the e-commerce field that various forms of promotional activities have led to the evolution of the e-commerce price war. In the investigation, the reporter learned that there are more than 400 comprehensive e-commerce and vertical e-commerce companies with a certain scale in China, and there are certain financing needs. “The same is the e-commerce that sells clothing. In the future, whether it is in the sales market or the capital market, it will become a direct competitor. Because if a company obtains financing, it means that other companies may not be able to obtain financing. So, these In order to gain potential investors, enterprises will desperately make a fuss about revenue, and the simplest and most direct way is to engage in promotions and price wars.†Zhang Chao, investment manager of US investment agency Columbia Capital, told reporters that “these are already listed. Companies that are likely to be listed in the near future will also adopt a promotional strategy. This is to maintain the company's stock price and obtain a better valuation when it goes public. Therefore, these companies need to use promotions to increase revenue. Soft-ribbon payment, logistics stubbornness Although this year's "Double Eleven" e-commerce continues to create miracles, but also consumers and industry insiders pointed out that payment systems, after-sales logistics, price fraud and other e-commerce weakness still exist. After experiencing the collective complaints of the “double eleven†in the previous two years, this year's major e-commerce companies have already prepared enough to solve problems such as logistics and payment. Li Bin, Executive Vice President of Suning Tesco, said that Suning Tesco will invest 50 million yuan in logistics for the “Double Elevenâ€. Tmall is also packing a Boeing 757 freighter from China Eastern Airlines for merchandise distribution. Liao Bin, CEO of Yintai.com, also revealed that the preparation for “Double Eleven†was started two months earlier this year. “People’s going up four or five times over the yearsâ€. In terms of integrity and product quality, Tmall clearly defines the benchmark price of the product discount, and requires all products participating in the event to be “true and deductibleâ€. Once the merchant is found to have a false price and then discount, it will be Merchants are severely punished. Although e-commerce has made a lot of preparations for the "Double Eleven", the problems of payment system and platform system stability have still received a large number of complaints from consumers on the day of "Double Eleven". "The brush page is soft, but it still can't be paid." Some consumers complained on the "double eleven" day. After zero o'clock on the day of the "Double Eleven", the reporter experienced the discovery of multiple home appliance platforms. Although many products did reduce by more than 50%, the order or payment page was often smashed, making it impossible for consumers to complete the purchase. In addition, the reporter also found in the shopping experience that the old problems of e-commerce during the “Double Eleven†period of the previous year, such as out-of-stock items and systematic information errors, still exist. Tmall is not immune to the above problems. On the day of “Double Elevenâ€, Tmall responded to the problems that occurred when consumers were shopping. Although they had already made sufficient technical preparations before the “Double Elevenâ€, but the payment is smooth, the bank system needs cooperation. . “In the final stage of sales competition, soft services such as payment, logistics and integrity are the key to competition.†Hong Tao, director of the Department of Trade of Beijing Technology and Business University, said that with the advancement of technology and the attention of e-commerce, plus e-commerce and banking With the communication and cooperation of enterprises such as logistics, these problems will be gradually solved.