Philips and Tmall launch "brand station" strategic cooperation
[May 2013, Beijing] Recently, the international leading brand Philips and Tmall launched a strategic cooperation and became the first Fortune 500 company in the latter's “Brand Station†project to participate in the whole category. It is reported that in 2013, Tmall started the transformation from the traditional sales platform to the interactive platform for consumers and merchants, from pure B2C, C2C to C2B (consumer-oriented supply). Philips, which has an insight into the needs of consumers, is optimistic about the innovation of this business model after product and technology innovation, and cooperates with Tmall to explore interactive supply and marketing for the future, with a view to providing consumers in China. better service.
Platform interaction, international giants open a new marketing model
Royal Philips is a global leader in healthcare, quality living and lighting. After the strategic cooperation with Tmall to achieve “brand stationâ€, Philips will have a full range of products in the future, providing a full range of product experience and services for the already large online shopping consumers in China.
To this end, Huang Ruiren, President of Greater China, Philips Quality Life Division, said: "Philips will focus on the global consumer's habits and insights while targeting global target consumers, bringing them products and services that meet local culture and needs. With the platform interaction of Tmall 'brand station', it will help us better meet the needs of consumers in terms of health, comfort and quality of life."
Indeed, Philips saw the broad prospects of Tmall's “brand station†outside the traditional retail sector: building a brand through the connection of consumers and merchants' interactive platforms; analyzing and excavating consumer behavior to form interaction; with consumer-oriented supply, Let brands and products more "read" the needs of users. All of this coincides with Philips' long-standing exploration of innovation. After continued product innovation and technological innovation, Philips is looking for innovation in business models. Through the interactive platform created by Tmall, it will be possible to change the process of R&D, design and production of consumer products from a deep level, and thus enter a world of vitality and close to consumers.
“Tmall welcomes Philips to invest in the operation of 'Brand Station' in the whole category,†said the relevant person in charge of Tmall: “The 'Brand Station' is a project created by Tmall's future core. With the characteristics of two-way interaction of the Internet, we Will help merchants better connect consumers at the front end. With the participation of heavyweight partners like Philips, this is a good opportunity for Tmall. Tmall brings together a large consumer group, especially for e-commerce. With a passionate middle-to-high income group, they focus on the user experience and are good at expressing opinions. I believe that Tmall's user base will provide Philips with more targeted advice in the future."
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