以顾客需求为核心的创新为品牌赢取新顾客.pdf

以顾客需求为核心的创 新为品牌赢取新顾客 Winning potential shoppers via consumer- centric innovation 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 want good things, they want unique things. If we can create these kind of things for consumers, they will come. - 马云 Jack Ma 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 launched every 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 数据来源：凯度消费者指数，家庭样本组2018P5 ，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 %新品为品牌带来了新顾客 vs. 品牌老品 %NPD drove incremental to the brand vs. EPD %NPD brought new shoppers to the brand vs. EPD 28% 6% 数据来源：凯度消费者指数，家庭样本组2018P5 ，近一年上市的新条码 Da