According to statistics, China's lighting industry output value of nearly 400 billion yuan, are growing at the rate of 20% in recent years, is Zhongshan ancient town there are tens of thousands of lighting businesses, a dozen lighting accessories market, combined with lighting distributors, service providers, logistics business and accessories, lamp act the role ofing industry practitioners as high as millions, the ancient town is acted the role of both production accounts for 60% of the country, ten kilometers is acted the role of street is full of greatly small shop, so it's competitive.

The trend of consumption determines the future lighting industry two development directions:

First, lighting industry to build a brand, understand all of the Internet as a platform for brand communication;

Second, the decorative lighting products must be more and more be creative, mass customization is the only way. To grasp the two trends, Internet marketing is each lamp is acted the role of enterprise must focus on topic.

lighting industry in the Internet market in the current national lighting industry manufacturing factory has nearly thousands of products, but the industry can really brand of less than 1000 enterprises, consumers cannot be impressive to name a brand, say that does not pay attention to brand building is a common phenomenon in this industry, it also makes some lighting stores the growth of the brand.

How to use the Internet to build their own products for growth. When it comes to Internet marketing, Internet marketing is largely will not be able to get rid of the "4 p" (product, price, promotion, channels) and the "4 c" (requirements, costs, convenience and communication) framework, but the two theories in the context of network, requires companies to more quickly, more and more know how to use Internet tools to spread the brand, choose what kind of do positioning platform, to have the courage to try the Internet is acted the role of enterprise, including product, promotion, channels and communication is particularly important.