winning through innovation-lynn xu

Lynn XU May 2014

通过创新获得成功 WINNING THROUGH INNOVATION

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您的消费者 THE CONSUMER’S WORLD 一举一动都是数据点 very action is a data point

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从数据到结果 FROM DATA TO OUTCOMES 尼尔森以无可比拟的能力，为您将数据转化为出色的商业表现 Nielsen’s unparalleled ability to turn consumer data into business performance

成功创新的企业具备哪些特征?

WHY SOME COMPANIES ARE MORE SUCCESSFUL IN INNOVATION?

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企业创新结果不同，有些能够从创新中产出更多 SOME COMPANIES ARE MORE SUCCESSFUL INNOVATORS THAN OTHERS

% o

f C

om

pan

y 公司占比

创新带来的收入占比 Revenue Contributed by Innovation

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打造独立的创新开发团队 BUILD A SEPARATE INNOVATION TEAM

用心构思新产品概念 MAKE TIME FOR IDEATION

做好上市前的功课 LAUNCH WITH EXCELLENCE

拥有严格一致的创新流程 HAVE A RIGID AND CONSISTENT PROCESS

秘诀何在？ WHAT’S THEIR SECRETS?

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搭建一个专注于新产品开发的团队 A DEDICATED TEAM TO FOCUS ON NEW PRODUCT DEVELOPMENT

+26%

没有独立的新品开发团队

创新为中国企业贡献的营收占比 %

拥有独立的新品开发团队

WITHOUT FORMAL NEW PRODUCT DEVELOPMENT TEAM

WITH FORMAL NEW PRODUCT DEVELOPMENT TEAM

% OF COMPANIES REVENUE GENERATED BY INNOVATION IN CHINA

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花更多的时间在寻求市场空白以及新产品构思上 TAKE TIME FOR WHITE SPACE IDENTIFICATION AND IDEATION

成功创新者Successful

innovators

未成功创新者Successful

innovators

投入在创新的各阶段

Efforts spending on each stage

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拥有严格一致的流程节点管理创新 HAVE A RIGID AND CONSISTENT PROCESS

没有流程节点拥有流程节点严格的流程节点严格并一致的流程节点

+21% +17%

+18%

创新贡献的营收增长占比 % Revenue contribution from innovation

WITHOUT STAGES

WITH STAGES

WITH RIGID STAGES

WITH RIGID AND CONSISTENT

STAGES

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做好适合本地的创新需晚些引入国外的参与 LEVERAGE GLOBAL EXPERTISE AT THE LAUNCH STAGE

% OF COMPANIES REVENUE GENERATED BY INNOVATION IN CHINA (2011)

+22% +35% MIDDLE STAGE

LAUNCH STAGE

新产品的增量与引入全球经验的时间 Revenue growth in different stage of bringing global expertise

EARLY STAGE

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为新产品分派独立的广告经费 SECURE INCREMENTAL SUPPORT TO INNOVATION

+86% 新产品为企业贡献的营收增长指数 COMPANY’S REVENUE

CONTRIBUTION FROM INNOVATION -

INDEX

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不断总结经验才能愈战愈勇 COMPANIES WITH SYSTEMATIC LEARNING FROM NEW LAUNCH FARE BETTER IN THE LONG RUN

有学习机制的公司从新产品多获得

+12% 的收益

GAINED EDGE DUE TO ADOPTION OF REVIEW SYSTEM

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打造独立的创新开发团队 BUILD A SEPARATE INNOVATION TEAM

用心构思新产品概念 MAKE TIME FOR IDEATION

做好上市前的功课 LAUNCH WITH EXCELLENCE

拥有严格一致的创新流程 HAVE A RIGID AND CONSISTENT PROCESS

秘诀就在… HERE ARE THEIR SECRETS…

WIN IN CHINA WITH SUCCESS PREMIUM FOOD & BEVERAGE PRODUCTS

如何在中国高端食品和饮料产品中胜出

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中国城市与农村收入对比（人民币） China’s Urban and Rural Income per Capita (RMB)

高端产品的销量随着收入的增长持续增长 SALES OF PREMIUM PRODUCTS ARE GROWING ALONG WITH CHINESE INCOMES

+50%

1 9 17

Urban Rural

Source: National Bureau of Statistics China

1978 1995 2003 2010

Source: Nielsen Retailer Index

过去三年平均吨位增长率

Average yearly tonnage growth rate for P3Y

19,109

5,919

8,472

2,622

4,283

1,578

+40%

+50%

高端巧克力品牌 A Premium

Chocolate Brand

高端牙膏品牌 A Premium

Toothpaste Brand

高端护肤品牌A Premium

Skin Care Brand

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成功的创新是如何开展的 HOW CAN A SUCCESSFUL PREMIUM INITIATIVE BE DEVELOPED?

开发出令人垂涎的产品概念 Develop an

appealing

concept

配以经得起考验的产品 Deliver with a

strong product

和强有力的市场支撑 Provide strong

marketing

support

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0.7

0.5

0.6

0.7

0.72

0.64

0.34

0.31

0.68

0.50

0.39

0.51 0.3

0.3

0.6

0.7物有所值

Price/Value

优势

Advantage

可信度

Credibility

高端产品同样需要物有所值 VALUE FOR MONEY IS AS IMPORTANT FOR PREMIUM PRODUCTS

高端产品 Premium Products (140) 普通产品 Non-premium Products (279)

? ?

? ?

Correlation to purchase intent

独特性

Uniqueness ? ?

Source: Nielsen BASES database

相关购买意图

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天然成分有助于创造更高的价值 NATURAL INGREDIENTS HELP TO DELIVER A HIGHER VALUE.

天然 Natural

技术 Technology based

维他命和矿物质 Vitamins & minerals

其他 Others

27%

52%

60%

67%

48%

40%

33%

73%

物有所值最差概念 Value Rank Bottom 25

物有所值最佳概念 Value Rank Top 25

成分 Ingredients

(如含Vc Contains vitamin C)

(如谷物，中草药 Grain; Herbal )

(如DHA, 先进工艺萃取 DHA, Advanced technology to extracted…)


(如工艺程序，制造方法 Ingredient process & mechanism)

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0.7

0.5

0.6

0.7

0.72

0.64

0.34

0.31

0.68

0.50

0.39

0.51 0.3

0.3

0.6

0.7

独特性相对性价比重要性略低 UNIQUENESS IS A LESS IMPORTANT DRIVER OF PURCHASE INTENT THAN VALUE FOR A PREMIUM PRODUCT

? ?

? ?


物有所值

Price/Value

优势

Advantage

可信度

Credibility



独特性

Uniqueness

相关购买意图

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HOWEVER, PREMIUM PRODUCTS TEND TO BE MORE UNIQUE THAN MASS

独特性平均指数

Average Uniqueness Rank Index

100123

Premium

Concept (140)

Non-premium

Concept (279)

Source: Nielsen database

然而，高端产品往往比一般产品更有独特性

高端概念普通概念

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AND UNIQUENESS WILL ALSO HELP JUSTIFY THE PREMIUM PRICE

物有所值指数排名 Average Value Rank Index

100

172

Uniqueness Rank

Top 25

Uniqueness Rank

Bottom 25

高端产品 Premium Product

数据来源：尼尔森数据库

Source: Nielsen database

16.8

rmb

320g

8.2

rmb

200g

独特性也能够帮助实现溢价

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0.7

0.5

0.6

0.7

0.72

0.64

0.34

0.31

0.68

0.50

0.39

0.51 0.3

0.3

0.6

0.7

提供优势对于高端产品至关重要 OFFERING AN ADVANTAGE IS MORE IMPORTANT FOR PREMIUM PRODUCTS

? ?


物有所值

Price/Value

优势

Advantage

可信度

Credibility



独特性

Uniqueness

相关购买意图

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COMPARATIVE CLAIMS CAN MORE EFFECTIVELY DEMONSTRATE THE ADVANTAGE

绝对优势 superiority claim

比较优势Comparative claim

优势排名后25位

Advantage Rank Bottom 25

优势排名前25位

Advantage Rank Top 25

主张 Claims

86%

25% 75%

14%


（…之王；无与伦比的…；最好的选择）(The king for…;

unbeatable…;best choice)

（与一般洗涤剂不同；富含更多维他命C;对肌肤更温和）(Unlike usual detergents; more vitamin C; more

gentle to the skin)

用比较手法做宣传更有效体现产品的优势

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AS CAN MORE VARIETIES

不同形式Different formats

不同尺寸Different sizes

不同口感Different taste variants

优势排名后25位

Advantage Rank Bottom 25

优势排名前25位

Advantage Rank Top 25 产品线Product line

68%

40%

8%

14%

60%

92%

86%

32%


（凝胶,液体,平板）(Gel; liquid; tablet)

(250ml; 50ml)

（薄荷味，橙味）(Menthel; orange)

产品多样化也是如此

68%

40%

8%

14%

60%

92%

86%

32%

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0.7

0.5

0.6

0.7

0.72

0.64

0.34

0.31

0.68

0.50

0.39

0.51 0.3

0.3

0.6

0.7

CONSUMERS ALSO NEED TO BELIEVE THE ADDITIONAL BENEFITS OFFERED BY PREMIUM PRODUCTS


消费者需要相信高端产品的却能够带来额外益处

相关购买意图 Correlation to purchase intent


物有所值

Price/Value

独特性

Uniqueness

优势

Advantage

可信度

Credibility

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CONSUMERS ARE MORE LIKELY TO TRUST AN EXISTING BRAND

新品牌

New Brand

延伸品牌

Line Extension

可信度排名后25位

Credibility Rank Bottom 25

可行度排名前25位

Credibility Rank Top 25

品牌 Brand

100%

20% 80%


首先，消费者更容易信任现有品牌

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LEVERAGE ON RECOMMENDATIONS TO BUILD CONCEPT BELIEVABILITY.

获得批准/获得推荐 Approved / recommended

质量 Quantified RTB



可信度排名前25位

Credibility Rank Top 25

信任理由 Reason to Believe

产品展示 Product Demonstration

17%

67%

77%

33%

23%

83%


（奥运会合作伙伴；由…推荐；通过ISO9001）(partnership with Olympic Games; recommended by…; ISO 9001)

（富含维生素A B C D E）(contains vitamin A B C D E;)

（产品使用演示） (Product usage demonstration)

其次，可利用推荐来构建概念可信度

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NATURAL INGREDIENTS CAN HELP DELIVER A BETTER VALUE, BUT HARD TO MAKE BELIEVE. ADD VISUALS OF THE INGREDIENTS




Credibility Rank Top 25 成分 Ingredients

67%

43%

75%

50%

57%

25%

50%

33%


天然成分 Natural

化学/技术含量Chemical / Technology based

维生素和矿物质Vitamins & minerals

其他 Others

（富含维生素C） (Contains vitamin C)

（植物油;谷物;草本）(Essence oil; Grain; Herbal )

DHA，先进技术提取…）(DHA, Advanced technology to extracted…)

（制作过程和原理）(Ingredient process & mechanism)

天然成分虽然可以提高产品价值，却很难让消费者相信。可以增加天然成分的视觉效果

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0.7

0.5

0.6

0.7

0.72

0.64

0.34

0.31

小结：高端食品创新贴士 SUMMARY ON INNOVATION INTO PREMIUM FOOD & BEVERAGE

尽量延伸现有品牌

Launch under existing brand, unless the

brand does not fit the premium image

使用推荐Leverage on recommendations

若使用天然成分需更加努力建立可信度Need build credibility if use natural

ingredient.

使用比较手法 Make Comparative claims

提供更多选择 Launch more varieties

使用天然成分 Use natural ingredient


物有所值

Price/Value

优势

Advantage

可信度

Credibility

高端产品 Premium Products (140)


独特性

Uniqueness

相关购买意图

独特性增加溢价可能 Uniqueness help

substantiate premium price

winning through innovation-lynn xu

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