In recent years, with the popularity of online shopping, the lighting industry has also used the power of the Internet to drive away the “people-friendly†route. Because with the help of the online marketing platform, lighting manufacturers can fully interact with consumers and reach out to zero distances, and they can grasp the consumer's consumption dynamics at the first time, and consumers can also benefit from online shopping. As a result, online marketing has become another strong channel for the lighting industry in addition to traditional marketing channels. After the successful opening of the e-Mall, Qumei Furniture officially entered Taobao on December 10, setting a precedent for online marketing of furniture brands. Ultimately, who can develop network marketing from a gimmick to a channel that really helps the company take off, it needs to continue to explore in the coming time. Online shop and network buy dual swords together The strength of the lighting brand online store construction accounts for a large proportion of the Chinese and Chinese enterprises. Because companies must first have strong and effective overall planning capabilities, if the overall capacity is not sufficient, a lot of manpower and material resources will be wasted when goods are allocated. Second, the company’s marketing network can cover most of the country. Because the consumers faced by network marketing are no longer subject to geographical restrictions, they use the method of providing direct sales from the headquarters. If the marketing network covers a large area, the transportation will not have much problem, because once the order is generated, it can directly Pick up from the local area. Like Qumei Furniture, internet marketing has spread all over the country, and the establishment of electronic malls and Taobao stores is more in line with physical stores. The opening of online stores can accumulate some of the popularity, and cooperation with professional lighting websites to carry out online group purchase is another way of network marketing in the lighting industry. The use of a wide range of networks to disseminate, fast, interactive and other characteristics of a wide range of convening of consumers, through the vivid display of physical stores, consumers can fully feel the quality of products and service quality, which greatly increased the speed of product sales. The combined effects of online shopping and online group purchase make the lighting brands no longer stand tall. By letting consumers not simply introduce the furniture brands through the cold market, consumers can learn from multiple angles and levels, so that Consumers feel intimacy. "Post 80s" Consumer Features dominate Internet Marketing At present, the consumer is becoming younger and younger, and has gradually become a new generation of the main consumer groups in the lighting industry. According to relevant data, the number of people in China after "80s" exceeded 100 million. And these people are the people who plan to buy a house. No matter what the house, they need to consume building materials and furniture. Although the "after 80" consumer groups have been advertised as individualized groups, they actually have rational spending plans. The popularization of the Internet is based on the “post-80 generation†generation. Their spending habits are usually the first to understand the products on the Internet, and through the introduction and evaluation of professional websites and forums, the target is selected and then purchased. At the same time, meticulous research will be carried out on the details of styles, materials, colors, and other "80s." Therefore, it can be said that "after 80" is shopping through the Internet, so lighting brands should develop online marketing guidelines for this consumption characteristic. Grasping the "post-80s" consumer psychology will become a magic weapon for lighting companies to win, thus establishing the close-to-people line formally. .