We explored connected and non-connected lighting in China, focusing on how consumers decide what to buy.
The challenge
Smart lighting opened a large growth opportunity in China. The market was fragmented, with leading players, Philips among them, holding under 20% share. Philips Lighting asked us to envision and map the consumer journey.
Our approach
We gathered fresh consumer stories and use cases across indoor and outdoor lighting, bulbs, luminaires and connected solutions, working with early adopters and mainstream consumers in Tier-1 and Tier-2 cities. We turned each category’s customer journey into insights to guide future propositions.
The result
A consumer-driven framework for Philips Lighting’s upstream and downstream teams in China, aligned with work already done in Europe and North America. A bottom-up view identified the use cases that matter most to Chinese consumers, and themes that resonate in both markets became the basis for new product and messaging opportunities.
Brand-wide figures reflect the client’s overall performance, not this project alone.
