In the digital era, having no internet mindset means you’re not ready for online marketing. This isn’t just a problem for small and medium-sized lighting companies — even well-known brands in the industry are still struggling to understand how to effectively use the internet for marketing.
Do you think this situation is alarming? Some people have already realized how serious the issue is, but many professionals remain indifferent. They might say, “We don’t need to sell lamps online — why talk about internet marketing?â€
This kind of attitude is dangerous. As society progresses and technology advances, the internet has become an essential part of daily life. From a business perspective, ignoring internet marketing is equivalent to neglecting the future of your company.
Recognizing the importance of online marketing, this newspaper, in collaboration with the Dharma Impact Data Research Center, released the “2017 China Lighting and Electrical Industry Internet Brand Marketing Index (Annual Report)†in this edition.
According to this report, the internet marketing index for lighting companies is quite low. The highest score was 222.2 points by Sanan Optoelectronics, while other top brands like Opple and NVC scored over 200 points. However, even reaching 200 points in this industry is barely above average, which suggests that these brands are only beginning to make progress.
It's worth noting that some of the most well-known brands and listed companies also have very low scores. For example, New Terri, a leading brand in modern lighting, achieved billions in online sales but only scored 40 points in the internet marketing index. Baohui Lighting and Jinda Lighting scored as low as 20 points. Small and less-known companies fared even worse.
So, what’s causing this lack of internet marketing efforts? In my opinion, there are several reasons.
First, many small and medium-sized lighting business owners lack an internet mindset — this is the root cause of the problem. Without this foundation, it's hard to implement effective online marketing strategies.
Second, building a professional team for online marketing is challenging. Many companies struggle to find skilled talent to drive their digital initiatives.
Third, the industry lacks successful examples of internet marketing. While brands like Opple and NVC have made breakthroughs in e-commerce, they haven’t set a clear path for others to follow.
Without a strong online presence, businesses risk falling behind. Internet marketing is now an unavoidable trend. To survive and grow, small and medium-sized lighting companies must embrace the digital world, combine online and offline strategies, and learn to operate in both environments.
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