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Recently, when I conducted a survey on the European-style lamp market in Xi'an, I was able to hear from time to time about the impact of online sales on the sales of European-style physical stores. Summarized nothing more than two points: First, online sales on the European-style light store sales impact is relatively large, especially the simple European style lighting; Second, many consumers like to go to the physical store to take photos, online search price comparison, and then Buy online. Then, is the Internet a blessing or a curse for the sale of European lamps, is it a ladder or a stumbling block? The author believes that to discuss this issue, we must first analyze the characteristics of online sales and physical store sales. When it comes to online sales, the first thing that people think of is cheap, many things, everything, convenient, not going out, etc., basically summed up is the low price, rich variety, and convenient transaction. However, it should not be overlooked that online sales also have considerable shortcomings. First, fake goods are scattered, especially Taobao; Second, the consumer's actual experience of the goods is cut off, resulting in incorrect goods, more returns; third, reducing the actual contact between customers and businesses, shopping experience is reduced, not conducive to Cultivate customer loyalty; Fourth, online sales of goods on a large scale are limited, mainly focused on standardized production of products, such as electronic products, books, sports shoes, clothing with uniform size standards, lighting is probably about energy-saving lamps, LED Lights, etc. Compared with online sales, physical store sales have the following advantages: First, consumers have actual contact experience with products, which is convenient for finding products that are more suitable for them; Second, consumers and businesses have actual communication, which increases the shopping experience. More conducive to the formation of loyalty; Third, pre-sales, after-sales are relatively guaranteed. The shortcomings are also obvious: the price of most commodity entities is relatively high on the Internet; the time spent on shopping in consumer stores is relatively high. Now, let's take a look at the characteristics of European lamps: luxury and elegance, unique style, more emphasis on the overall atmosphere of the room when applying home, pay attention to the lines, shapes and carvings on the color. Therefore, the materials are mainly wrought iron and pure copper, and both have resin. The general classical European lamp has a complicated process, a large shape, a relatively high cost, and a relatively high transportation cost, except for the simple European lamps that have appeared in recent years. After comparing the advantages and disadvantages of online and physical sales, it is obvious that European lamps are more suitable for sale with physical stores. The reasons are as follows: First of all, the European lamp industry does not have a unified national standard, and the molds produced by it are different from each other, which does not meet the characteristics of online sales of standardized products. Secondly, the European style is unique in style, with emphasis on style and overall atmosphere. That is to say, without going to the store to observe the experience, it is difficult for consumers to find the European lamp that is most suitable for the overall decoration of their home; once again, the sales of European lamps are mainly concentrated in the middle and high-end markets, and consumers are not as sensitive to price as the low-end market. High, they appreciate the style and culture of the European style, pay attention to the choice of lighting, shopping experience with the business, and once the impression is good, it is easy to form a loyal customer. Obviously, online customer service does not have so much time to communicate with such consumers with patience and satisfaction. In the end, traditional European lamps have large size, high value and low transportation cost, which is obviously not conducive to the use of express online sales. In summary, for the sale of European lamps, especially classical European lamps, the impact of the Internet is not as good as imagined, marketing properly, and perhaps help. However, this also requires the European lamp business to continue to explore.