2018-2019顾客需求为核心的品牌创新分析报告,BBBBBBBB,所有的顾客都是一样：他们想要新的东西，他们想要好的东西，他们想要特别的东西。如果我们能为顾客创造这些东西，他们就会来。All the consumers are the same:they want new things, they wantgood things, they want uniquethings. If we can create these kindof things for consumers, they willcome.,品牌每年在新品研发和发展上投入大量资金Billions of dollars are poured into innovation research and development every year在中国，平均每3分钟，诞生一个新品,A new product is launchedevery,3 minutes in China,90% 的厂商都在过去一年内上市过新品90% Manufacturers launched new products in recent 1 year，近一年上市的新条码Data Source: Kantar Worldpanel, Household Panel 2018P5, new barcodes appeared in recent 1 year,大多数的新品都没有为品牌带来新顾客或销售增量Most NPD are not bringing incremental buyers or sales to the parent brand,%新品为品牌带来了提升 vs. 品牌老品%NPD drove incremental to the brand vs. EPD28%近一年上市的新条码Data Source: Kantar Worldpanel, Household Panel 2018P5, new barcodes appeared in recent 1 year,%新品为品牌带来了新顾客 vs. 品牌老品%NPD brought new shoppers to the brand vs. EPD6%,衣物护理剂 Fabric Conditioners,剃须刀和刀片 Blades& Razors,方便面 Instant Noodles,牙膏 Toothpaste,防晒霜 Sun Protection,漱口水 Mouthwash,香体剂 Deodorants,即饮茶 RTD Tea,碳酸饮料 CSD,啤酒 Beer/lager,25%,24%,22%,15%,14%,13%,12%,12%,12%,11%,新兴的个人护理和冲动型食品饮料品类更容易通过新品吸引新顾客Emerging Personal Care Categories and Impulse Food & Beverage Categories outperformed indriving brand new shoppers through NPD%新品为品牌带来了新顾客 vs. 品牌老品%NPD brought new shoppers to the brand vs. EPD,6%快消品总体 FMCG TOTAL近一年上市的新条码Data Source: Kantar Worldpanel, Household Panel 2018P5, new barcodes appeared in recent 1 year,%新品为品牌带来了新顾客 vs. 品牌老品,%NPD brought new shoppers to the brand vs. EPD,美妆, 个护和啤酒品牌的新品在过去一年成功为品牌吸引了新顾客,Strong innovation is critical success factor for cosmetics and beer brands in past one year,%品牌新品占整体新品,%Brand NPD Share of Total NPD,近一年上市的新条码,Data Source: Kantar Worldpanel, Household Panel 2018P5, new barcodes appeared in recent 1 year,顺应消费升级的大环境，高端新品能够更有效的吸引品牌新顾客Premium NPDs are more effective in attracting brand new shoppers as they tap into long,term premiumization trend,+2.9%平均价格Average Price,7.3%7.1%6.8%,6.2%,120-150,100-120,80-100,50-80,新品价格指数（对比品类整体）PRICE INDEX VS. CATEGORY近一年上市的新条码Data Source: Kantar Worldpanel, Household Panel 2018P5, new barcodes appeared in recent 1 year,品类中更贵的新品More Expensive NPDs,品类中更便宜的新品Cheaper NPDs,%新品为品牌带来了新顾客 vs. 品牌老品%NPD brought new shoppers to the brand vs. EPD,高价值新品的核心是根据消费者需求的升级The fundamental ofvaluable innovation is to,更健康Healthier Life,更专属More Specific,upgrade based onconsumer needs更优质Better Quality,消费者追求更加健康和天然的产品Definition of health is constantly evolving in China,更健康,HealthierLife,17%新品顾客为品牌新客NPD Shoppers are newto BRIGHT,零脂肪/糖 ZERO ORGANIC/ SUGAR光明有格0脂肪希腊酸奶Bright yoGreek,FAT,ORGANIC,新鲜 FRESH统一茶瞬鲜Uni-PresidentFresh Tea,Yogurt三只松鼠27天零食Three-squirrels27 Days Snacks,盒马鲜生日日鲜HemaxianshengDaily Fresh,ORGANIC,天然 NATURAL玉米爽身粉Corn StarchBaby Powder,62%新品顾客为品牌新客NPD Shoppers are newto J&J,消费者需要不同的产品来满足不同的需求Consumers are looking for specific product to meet different needs,更专属,MoreSpecific,ORGANIC,专属顾客 SPECIFIC SHOPPER锐澳微醺新系列RIO Tipsy NewSeries25%新品顾客为品牌新客NPD Shoppers are newto RIO,ORGANIC,专属场景 SPECIFIC OCCASION康师傅DIY面Master Kong DIYNoodle6%新品顾客为品牌新客NPD Shoppersare new toMASTER KONG,FOR,专属于我ORGANIC ME悦诗风吟悦享随心定制彩妆盘Innisfreepersonalizedmake-up Palette12%新品顾客为品牌新客NPD Shoppers arenew to INNISFREE,消费者认可真正展现出价值的高质量产品,Consumers are looking for products that stand out through efficacy, technology and design,更优质,BetterQuality,ORGANIC,更高效 Efficacy蓝月亮机洗至尊浓缩洗衣液Blue MoonConcentratedLaundry Liquid forWashing Machine24%新品顾客为品牌新客NPD Shoppersare new to BLUE MOON,ORGANIC,新科技 NEW TECHNOLOGY护舒宝幻彩极护Always RadiantFlexFoam11%新品顾客为品牌新客NPD Shoppersare new to ALWAYS,ORGANIC,更好看 FANCY PACKAGING,有效的上市计划可以帮助新品获得成功Successful innovations always come with an effective launch plan,WHO我的新品应该和谁沟通？目标客群是什么类型的顾客？Who should I talk to?Who to target?,HOW促销能够帮助新品吗？什么促销机制最有效？Does promotion work？Which promo mechanism should I use?,WHERE哪个渠道最适合上市新品？新品上市计划是否应该有侧重？Which channel to launch first?Any focus on my launch plan?,YOUNG SINGLES &,家庭月收入,OLD SINGLE/COUPLE,WHO,年轻和高收入的消费者通常会更愿意尝试新品Young and High income consumers tend to be the first to try out new products用户画像指数 趋势追随者 vs. 整体顾客Demographic Index - trend seeker vs. total shoppers,157,116115,79,60,有孩家庭,&,年家庭,年单 /夫妇,958899,130118,RMB,RMB,9001-12000,RMB,RMB,年轻单身/夫妇年轻单身/夫妇YOUNG SINGLES & COUPLESCOUPLES年轻 年轻有孩家庭YOUNG & MIXED FAMILY青少年家庭 家庭TEENAGER FAMILY成 成年家庭ADULT FAMILY老老年单身/夫妇OLD SINGLE/COUPLE,家庭月收入,庭月收入,庭月收入,家庭月收入INCOME >16000 RMBINCOME >16000 RMB家庭月收入INCOME 12001-16000INCOME 12001-16000 RMB家庭月收入INCOME家庭月收入INCOME 9001-12000 RMB家庭月收入INCOME 家 7001-9000INCOME 7001-9000 RMB家庭月收入INCOME 家 5001-7000INCOME <= 7000 RMB,WHO,其中15个都能够吸引年轻消费者15 are appealing to youngconsumers,其中17个都偏向于中高端收入家庭17 are attracting high incomeconsumers,成功的新品能够清楚的向年轻高收入消费者传达产品优势以及满足他们的需求Successful new launches can clearly articulate the benefit to young and highincome consumers and appeal to their needs在排名前20的成功新品中In China Top 20,Launches,消费者平均每购买十次，就有一次会尝试新品Every 10 purchases, there is one NPD trial顾客首次购买到该新品The FIRST time that theshopper purchase thenew product,1,2,3,4,5,6,7,8,9,10,11,12,13,14,15,16,17,NEW,NEW,如何通过合适的渠道和促销来最大化新品拉新的机会点？,How to maximize theopportunity through theright channel and promotion?新品尝试购买Trial Purchase,线上/新零售吸引新品尝试，线下扩大销售规模,Utilize E-commerce / New Retail to drive trial, but need Hyper and Super to build scale,尝试指数 新品尝试购买率 vs. 整体尝试购买率Trial Index NPD Trial Likelihood vs. Total,100,225,216,9088,8565,整体 Total,电商 Ecommerce,新零售 New Retail大卖场 Hypermarket超市 Supermarket,便利店 CVS传统渠道 Traditional Trade,%新品尝试购买占比%NPD Trial Purchases,新零售业态包括: 盒马鲜生，永辉超级物种，永辉生活，天虹都会生活超市spce，步步高鲜食演义，新华都海物会，百联RISO，世纪联华鲸选，全球IN选，缤果盒子，怡食盒子，Well Go和天猫小店New Retail Including Hemaxiansheng, YH Chaojiwuzhong, YH Shenghuo, Tianhong Spce, Bubugao Xianshiyanyi,Xinhuadu Haiwuhui, Bailian Riso, Shijilianhua Jingxuan, Quanqiu In Xuan, Bingobox, Eatbox, Well Go 24 and Tmall Grocery,8%,28%,30%,6%,电商 Ecommerce,4%新零售 New Retail,大卖场 Hypermarket超市 Supermarket便利店 CVS,传统渠道 Traditional Trade,WHERE,电商平台推出相关渠道帮助新品吸引新顾客All the E-Retailers have built channels for new products to encourage trial,天猫超市“翻牌”赢免费商品Tmall Super Lucky Draw to win free product,WHERE,京东“新品首发”渠道特价购新品JD New Product Launch Channel to promo NPDs,潘婷排浊能量水线上首发配合大型推广和社交媒体活动,Pantene Micellar Water Shampoo launched with big events on ecommerce platforms and KOLcampaigns on social media,WHERE,新品推广始发于线上LAUNCH FROM ONLINE,数字媒体广告促销配合“意见领袖者”BIG ONLINE PROMO AND KOL CAMPAIGNS,线下大规模铺货DISTRIBUTE OFFLINE%累积渗透率%Cumulative penetration,41%新品顾客为品牌新客NPD Shoppers arenew to PANTENE,促销能够吸引顾客尝试新品Promotions encourage trial of new things,HOW,122有促销Promotion94无促销Off-Promotion,尝试指数 新品尝试购买率 vs. 整体尝试购买率,196177,146138130125113,Trial Index NPD Trial Likelihood vs. Total优惠券 Coupon免费赠品 Trialing Sample捆绑促销 Bundle免费送同类产品 Free Same Category免费送不同类产品 Free Diff Category加量不加价 Extra Vol Free直接降价 TPR,HOW,优惠券促销Coupon Promotion免费赠品/小样Trialing Sample,店内微信扫码实时领券We-chat Scan to get coupon while shopping,店内外联动推广新品Synchronize in-store and out-of-store activities,促销配合有效的执行才能达到最好的新品拉新效果,Promotions should be paired with activation with high interactions to maximize efficiency,如何通过创新吸引新顾客？How can an innovation attract new shoppers?,01以顾客为核心的新品设计提供有增值的高端化产品，顺应顾客对更健康，专属和便捷生活的追求A Consumer-centric ProductValue-added premiumization toenable consumers live a healthier,happier and more convenient life,02有针对性的上市计划新品沟通应多关注在年轻高收入群体；上市初期利用电商渠道和优惠券/赠品促销来为新品吸引新顾客A Targeted Launch PlanCommunication plan should focus onYoung and High Income consumers;start with online channel and promoteusing coupon / free samplingmechanism,03与零售商协作的执行店内陈列和支持不仅能够帮助新品吸引新顾客，同时也可以帮助零售商提升品类客流，使其成为店内目标品类。长远来看，新品将最终引领品类的未来发展A Collaborative ExecutionWell-supported in-store display willnot just benefit the NPD itself but alsodrive footfall to the category andmake it more of a destination in storeand boosting longer term categoryperformance,