| How can mother and baby new products improve survival rate? |
| | Why are new products difficult to survive?
1. There are misjudgments to the market. Faced with the current market background of consumption upgrades, some companies' new product development focuses on the perspective of product upgrades. For example, some enterprises simply judge the current environment of consumption upgrading, and need the overall price increase of product prices. For example, the price line should be raised from the previous 2-3 yuan to 5-6 yuan.
2. To see the current changes in consumption in depth. The current changes in the consumer market are the factors that have the greatest impact on FMCG companies. These changes may bring about subversive effects, including the development of enterprise products.
According to my research on current consumption changes, the current consumer market has undergone five major changes: market stratification; demand niche; consumption personalization; purchase facilitation; impact of socialization .
That is to say, the market demand faced by FMCG has completely broken the characteristics of the popular market in the past. It has become a stratified, niche, personalized market feature, and consumer purchases have become more convenient purchase characteristics, and the main factors affecting purchase have also become the influence of community. .
These changes have brought serious challenges to previous product positioning, product development, and channel selection. Perhaps the past concepts, positioning, and patterns are completely useless. Especially in this layered, niche, and personalized market environment, product development must be clear about who your consumers are, and you must first define where the product usage scenarios are.
In the current environment, the development of new products, the target consumers are not clear, the product scene is not clear, and can not meet the new way of buying, nor a certain community endorsement.
In particular, it needs to be awake: in such a market environment, the overall market has become a smaller market segment. According to Professor Liu Chunxiong's analysis, there are no more than 10 billion large items in the market, at most, 1 billion.
Changes in brand perception. Indeed, in the face of the current new consumer group after 90, 00, some brands have experienced aging.
For example, P&G is defined by the current young people as the mother's brand, and Wahaha is considered too much by young people. There are also some more prominent changes. Consumers' perception of the brand gradually begins with the brand's perception of products and categories, and the brand's perception of a lifestyle.
For example, in the past Coca-Cola represented carbonated drinks, and Yili represented milk. At present, some new consumer brands, because he can more accurately focus on the target consumer groups, especially more accurately focus on young, fashion consumer groups, the brand is more representative of this concept of fashion lifestyle, the more such a brand It has been accepted by more consumers.
For example, some brands such as Mingchuang Premium, Muji, and Cotton Times are more focused on young and fashionable target consumers. The meaning of the brand is more about the concept of a fashionable lifestyle. The more you lock in the current consumer group. And these brands are already breaking the concept of categories, forming a service around the target consumers, providing more food, use, and wear. Including the Xiaomi model, with the idea that its good things are not expensive, it also builds an ecological commodity system around his fans.
Therefore, in the face of the current trend of brand socialization, its traditional brands representing products and categories may face more consumer shocks. Consumers are likely to choose more brands with more social attributes.
My analysis: Whether the current market is a consumer upgrade, or the five new features of consumption, or the new changes in consumer perception of the brand, or the new impact brought by channels and promotion methods, will bring new Market opportunities. And the market potential of this new opportunity is even greater.
For example, market stratification, niche, and individualization will bring greater demand potential. The convenience of market purchase will definitely bring about greater market opportunities, new channel changes, and changes in promotion methods. It must be a greater opportunity for market development.
The key is to see these new changes, and to transform new ideas, models, means, and channels in a timely manner to unearth these new opportunities. If it is still based on past ideas, models, means, and positioning to develop new products, it may not be able to adapt to the changed market.
How to improve the survival rate of new products?
In my analysis, in the face of stratified, niche, and personalized markets, companies in the future must push a large number of new products, and use different new products to meet the needs of different consumer levels to meet the niche and personalized market. Demand, even with different new products to separate different diversified terminal markets.
However, in the face of a new market environment, it is necessary to transform the way new products are developed, promoted, and marketed.
Focus on target consumers: New product development must accurately focus on the target consumer group. It must be clear that your product development is for those consumers. If there is no clear target consumer focus, you must not do new product development.
At present, consumers have been multi-labeled, not only to distinguish between men and women, but also to distinguish between high and low incomes. It is necessary to combine more industries, families, cultures, etc., and to distinguish them with more labels.
Products must have a healthy concept: product development, especially food development, must have a high level of health. Consumers have been paying close attention to health. After 90 years, they are starting to maintain their health. They must have a cup of heat and a cup. Your product does not have a healthy concept and certainly cannot adapt to current consumer needs.
New product development must not be developed in accordance with legal boundaries, and it is necessary to develop products in accordance with the definition of current consumer demand.
The additive problem has attracted the attention of consumers. The consumer's consumption concept is not "less eating is harmless", but has become "not to mention harmless, that is, beneficial small points are not necessarily interested." Future additives may be gradually disappearing.
The product must have the scene attribute: in the market environment where the current commodity is extremely rich, in the era of consumer sovereignty, consumers have more choices, the product is not only its own functional value, but the key is to accurately target the consumer. Demand scenario. Because in different scenarios, consumer needs are different.
For new product development, the product must have a high degree of scene properties. Products without scenes certainly have no market.
Redefining the community attributes of the brand: In the context of the current socialization, any company or product must have certain community attributes. The current factor that has the greatest impact on consumer purchases is the community factor. My analysis, in the current Internet environment, the Internet link will re-establish the relationship between business and consumption, that is, the new community relationship. Enterprises should pay attention to building a new social marketing system. It is very important for the company's products to be labeled and branded in the development stage. Again, product development must be clear for whom.
Completing new product development in an interactive way: In fact, the Internet has changed the relationship between enterprises and consumers. The important value of the Internet is links. Interactions can be generated on the basis of connections. New community relationships can be generated on the basis of interaction. . Links, interactions, and communities are changing the relationship between business and consumers. In the past, there is no relationship, and there is no link.
However, most companies have not yet seen this change, and have not yet built such a system. Haier Enterprise has built such a new interaction with customers. He used Dashun to browse the platform and established tens of millions of end-user connections. His new product development has been realized based on interaction with consumers. Development, rather than its own "closed door to build a car", through interaction, generate ideas, creativity, create intelligence, interactively achieve the reservation, the product goes offline directly to the home.
Therefore, Internet connectivity is already changing the product development model. To build an interaction based on the link consumer, and let the consumer directly participate in the development of the new product of the enterprise, the value that may be generated is very significant.
New product promotion with new 4P marketing: In the current environment, traditional 4P marketing is gradually losing value. Enterprises need to use the scene, IP, community, and disseminate new 4P marketing model to complete the promotion of new products.
The product must have a high degree of scene properties. Future products must be highly cut into the scene, with scene properties, in order to have market space. The market competition in the future product level is more reflected in the product's insight into the scene and the mining of the scene's needs.
Product development must be built on gravity. IP is a very important marketing point in the Internet environment, especially in the mobile Internet environment. Products must have their own IP, or even bring more IP. IP is simply a point of interest that allows consumers to be impulsive, or multiple points of interest. For example, customers can take the initiative to take out their mobile phones to share photos. Such a point will inspire consumer interest.
The community is a new model in which corporate marketing must be studied and transformed in time. Community marketing can be very important. New product marketing must be given to community attributes. It is necessary to build a new and temperature-sensitive, relationship-related relationship with consumers.
New product development must rely on the new mobile Internet means to cause greater spread of goods. At present, enterprises need to build a new media matrix based on media, and the development and listing of new products requires a complete plan and a complete media matrix.
Businesses must occupy the mobile space of consumers. It is necessary to use more valuable new media models and content to create a better spread of enterprises and new products.
Choosing the right channel to go public: I think that in the current market environment, the current new products are listed, and more need to choose the mode of the whole network promotion. Simply selecting offline channels or simply selecting online channels may be incomplete. And it may also cause brand misleading to consumers.
More importantly, new products need to use new promotion methods such as community and communication to help promote new products. Because the channel and terminal alone have been difficult to achieve the previous promotion effect.
|
|
Contact : Jessie Lu
Mail : 
