Marketing strategy of international lighting giant

Under the background of economic globalization, enterprises at home and abroad begin to compete on the same platform. Insiders pointed out that in the light of foreign giants involved in the Chinese market triggered by the consumer choice of lighting products demand for diversification, they tend to choose personalized and artistic lighting products. So, how can China's lighting enterprises to become the winner of the international game? China lighting association responsible person pointed out: "China lighting enterprise must from product development has entered the stage of brand building stage, through independent intellectual property and technology brand to win and consolidate its competitive edge in the international market. "

Compared with the lighting enterprises in China, especially in the aspects of brand and product marketing, there is a big gap between them. China lighting enterprises can take the PHILPS and GE as reference, the long and short.

PHILPS: a lifestyle enterprise emphasizing customer experience

Holland's consumer electronics giant PHILPS has been operating from the focus of the focus on technology to life style.

"PHILPS has a partnership with the original designer and the original equipment manufacturer. If you want to win the Asian market, you must use the power of enterprises around the world. At the same time you have to according to the specific circumstances of the local market for their own discretion. Now the market is not playing 'know the game', but play 'preference Games', so you have to play with the retailers to play this game, turn it into a sales conversion game. With such a sense of play, PHILPS will focus on marketing.

Around the marketing of 4P products, PHILPS began to force the product design level. PHILPS brand promise is emotional and simple, in order to achieve their own brand promise, product design principles are: PHILPS products must focus on the consumer product design; must give consumers a unique experience; products must have advantages, innovation and technical maturity.

This is no longer just the era of technological innovation, and now PHILPS will be positioned in their own 'lifestyle business (Lifestyle)'. "The creation of technology does not mean that companies will be able to create value in the marketplace," said Provoost, chief executive officer of PHILPS lighting group, Rudy. In the past few years, we have successfully changed PHILPS, turning it into a more design driven enterprise, rather than in the past, just a technical power station. "

"There is only one way to solve the problem of product popularization, which is innovation, but innovation is not just to add more features to the product. There are too many electrical appliances in the consumer electronics industry, in contrast, they do not have enough consumers. We are now working on the customer experience, trying to provide consumers with a wonderful experience, rather than providing them with 'technology and patent games (Tech & spec game'). From the sensory experience, PHILPS is now a lot different than in the past. "

PHILPS is to create a light bulb started, and is still operating light bulb business. In the past, PHILPS lighting bulb design has always maintained the same style, can be said to be immutable. Many of its products, such as lighting bulbs, semiconductor products, radioactive systems, such as the same appearance for a long time. Therefore, although the PHILPS brand by consumers generally admired, but there is no doubt, because of the lack of some people can touch the emotional appeal, PHILPS products on the shelves of the terminal, but not able to successfully sell out. Perhaps all this will become the past, PHILPS seems to have the power of change.

If you look at PHILPS's Web site, your guess will be verified by PHILPS's recently released and put on the market products. For the target consumer, PHILPS made clear their position, emotional and simple, and in order to develop their own marketing strategy.

PHILPS is still trying to sell its products to consumers, but the sales process has changed a lot from top to bottom. PHILPS's business process is now in the form of U. Provoost explained that PHILPS holds both ends of the U shape - product design and marketing, and the rest of the intermediate links, including production, logistics and maintenance services, outsourcing. PHILPS used to say, "let's make things better."". At least, PHILPS's business process is quite simple".

"If there is no fashion element in the operation of the enterprise, it is impossible to operate a life oriented enterprise. Provoost said, if the enterprise from the consumer's point of view, which involves the design of the product and brand suitability. PHILPS has done a lot of work in these areas, so that designers, marketers, employees fully understand PHILPS's brand proposition. Now the designer reports directly to me, because design is the bridge between creation and innovation. Design allows PHILPS to form a distinctive, different from others. Design is not only about the way of vision, but also it is a kind of interactive brand language. In short, we want to let consumers look at the moment that PHILPS products, even if the product does not mark the brand. We must create a unique brand experience at every consumer contact point. "

"Every year we invest in R & D products for about 7 of sales