Philips creates outstanding communication through videos

Not only produces razors and small appliances

Philips re-enrolled in the list of "Chinese Favorite Brands" promulgated by Superbrands, a global independent brand research and evaluation body. This is since Superbrands entered China in 2011, and Philips won this award for three consecutive years.

He Fei, Vice President, Group Marketing, Greater China Region, Philips Greater China, said: "Being a brand loved by Chinese consumers is part of Philips Greater China Vision. Philips always practices in China" to improve people with meaningful innovation Life 'mission of the company, deepening our insight into the needs of Chinese consumers and helping improve the quality of life for Chinese consumers. "

Through its deep insight into consumer demand, Philips continues to launch domestic innovative products that Chinese consumers love, and Philips's business in China has enjoyed double-digit growth in recent years. Philips Worldwide defined China as another "home market" outside the Netherlands and the United States in 2010, further enhancing China's strategic position in Philips' global market.

He Fei told Advertisers magazine interview, said: "Many people understand Philips one-sided, Philips is not a razor company, nor is it a small appliance company, Philips owns lighting, quality of life (appliances) , The three major components of the healthcare system, Philips is the leading brand in most of the markets we participate in. "

Philips products come with the consumer's life because Philips B-Class has a very high market share in China, and for many people it's not yet born. Philips took the first picture for him. Later in the daily life of consumers from small to large, eating and drinking, bit by bit and are closely related to Philips products, and even consumers breathe the air may also be provided by the Philips air purifier. When sick, such as hospitalization, the treatment of medical equipment, and even the operating room lights are many of Philips products.

Innovative premise is to listen to consumers

The mission of Philips is to "improve people's lives with meaningful innovation." Innovation is the soul of Philips.

"What is innovation and innovation is to do things that others can not do to see the opportunity not seen by others.To do this, we must first strengthen the understanding of consumers understand the deeper understanding of consumers, The easier it is to find opportunities that are overlooked by others. Innovation is not just about launching a new product or concept, it's more important than the final product, because the premise can determine the end result. Reporter revealed.

Not only for products, but also for marketing. All marketing is only a means of choosing a new marketing method because it helps you achieve your goals, not because it is in a very new form or someone else is trying. He Fei briefed reporters on a recent case of social marketing, Philips, through an innovative way to find more possibilities for innovation.

In this marketing case, Philips just asked the consumer a question, "Do you still have any unmet needs?" "Before the start of this strategy, we did not have any television commercials, no TVC, and traditionally defined ads Say nothing, we have only a complete monitoring system, listen to the feedback from the consumers, summarize every day, and even we do not know what to do next, all the next actions will be adjusted according to the feedback of the consumers "He told advertisers," We have no restrictions on consumers' answers. Instead, we encourage them to speak out and look for the possibilities of innovation. Once we find valuable innovations, we will immediately let them Technology and designers to design products and communicate directly with consumers to determine whether to help consumers solve the problem.In digital marketing, the most important thing is to continuously adjust the action based on consumer feedback, rather than ads on various media Take a rest on the platform. "

Why non-marketing, marketing is to help businesses establish a real strategic advantage, and the brand is in the minds of consumers to create a deep impression that consumers are willing to pay for the product, it is precisely because the brand caught the consumer demand.

Search + Video = V-Store

Innovation is reflected in every aspect of Philips. In the recently highly sought after video marketing, Philips is also unique in its approach. Instead of following traditional patches, implants or micro-movies, it is collaborating with iQiyi's "Dandelion Project" to jointly launch A set of application video system. For all Philips small home appliances, Ikki to create more than 100 video tutorials, covering food, hair, mother and baby, personal care, beauty and other fields. This cooperation between Philips brand and Iqiyi explores the content and marketing value of the "Dandelion Project" and successfully creates a brand new marketing model based on the "V-Store" video store.

Video has become the number one application on the Internet today, searching the same as it occupies equally important position. Video marketing and search engine marketing Many businesses are doing, and Philips innovation is that he combines the two, so as to achieve a 1 + 1> 2 marketing.

As users rely on network video to deepen, search-driven functional video needs to become a new area has not yet been developed. V-Store video content to search-oriented, user experience as the core, for different user needs to provide video content, gather scattered resources for the user to open up a new video of "what you search for" road.

The entire project will shoot a total of 130 videos, each duration of about 3 minutes. The program focuses on the actual needs of people's lives and combines search data with "V-Store", which covers multiple products from Philips, from early product awareness training, mid-term product shopping guide to later product description, and customization.

"Why consumers search, the earliest time is not because they want to buy a product, but because there is a problem not solved. The future may not have the school, the best teacher is called Baidu Encyclopedia, the best classroom may be called I Fantastic Art. "He Fei in an interview with" advertisers, "said in an interview," I now have a lot of knowledge, I do not know what will go directly to search Baidu, but today it is based on encyclopedic text Presenting, in the future, may become a series of video forms. "

He Fei gave an example for reporters, if the consumer hair split ends, she will search the web forked how to do this time consumers do not have the solution and will not search for a brand or product. But for the brand, these are potential consumers. There are a lot of such problems, through the huge amount of data mining and analysis behind Iqiyi can be grouped into a number of common consumer problems, many of which are related to Philips products. "But brands need to stay calm and do not be in a hurry to market their products right from the start, but rather focus on consumer needs and what they need to give them a video solution in the process , So that Philips products naturally involved, so that consumers are almost not aware of the product is really concerned about, this is the first phase of the entire project. "

Into the second stage, consumers get through the search solution to the problem, began with a specific product point. The next step is how to choose products, choose what kind of product. Many people do not know how to choose a product. He gave a common example to reporters. Many families have vacuum cleaners. But few people know that vacuum cleaners are likely to become the largest secondary pollution source in the family. Because the vacuum cleaner inhales the exhaust gas at the same time it needs to be filtered and then sprayed from the back, which requires high purifying function of the exhaust gas. Vacuum cleaners at different prices do not seem to function the same, but some may do a great deal to your health. Therefore, the second part of the brand owners need to tell consumers how to buy good products.

The third stage is how consumers use the product after they bought it, which is the product manual in the video application. "Very few people will read the manual after buying the appliance because the text is dull but the video is intuitive and easy, and I think all the future manuals should turn into video tutorials."

The difference between V-Store and Online-Video is that consumers are unaware of the impact of any advertising throughout the process. Consumers are looking for a solution to a problem and then searching for information online, through application categories The introduction of the video found a way to solve the problem, buy the product, and in fact, from the consumer search the Internet began, he has entered the V-Store marketing system.

Chen Gang, associate dean of the School of Journalism and Communication at Peking University and director of the New Media Marketing Communication (CCM) Research Center, said: "Internet video looks similar to television but the business model and mode of transmission are fundamentally different from television. Living space, enterprises should be repositioned as the life of the service.Ikiyi through the analysis of Baidu data, clearly with the needs of consumers conducted a type of classification and classification of the stage, for different types, at different stages , Combined with Philips products, through the video to provide the content needed by the lives, thus creating a prominent communication and communication effect. "(Meng Jia)