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
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
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
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
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
28%
%新品为品牌带来了提升 vs. 品牌老品
%NPD drove incremental to the brand vs. EPD
%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%
6%
25%
24%
22%
15%
14%
13%
12% 12% 12%
11%
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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 in
driving brand new shoppers through NPD
快消品总体 FMCG TOTAL
%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
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
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
%
新
品
为
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带
来
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客
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品
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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
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
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
+%
平均价格
Average Price
%
%
%
%
120-150100-12080-10050-80
新品价格指数（对比品类整体）
PRICE INDEX VS. CATEGORY
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 of
valuable innovation is to
upgrade based on
consumer needs
更健康
Healthier Life
更专属
More Specific
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
Healthier
Life
数据来源：凯度消费者指数，家庭样本组
Data Source: Kantar Worldpanel, Household Panel
光明有格0脂肪希
腊酸奶
Bright yoGreek
Yogurt
17%
新品顾客为品牌新客
NPD Shoppers are new
to BRIGHT
ORGANIC 零脂肪/糖 ZERO FAT / SUGAR
统一茶瞬鲜
Uni-President
Fresh Tea
ORGANIC 新鲜 FRESH
三只松鼠27天零食
Three-squirrels
27 Days Snacks
盒马鲜生日日鲜
Hemaxiansheng
Daily Fresh
玉米爽身粉
Corn Starch
Baby Powder
ORGANIC 天然 NATURAL
62%
新品顾客为品牌新客
NPD Shoppers are new
to 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
More
Specific
数据来源：凯度消费者指数，家庭样本组
Data Source: Kantar Worldpanel, Household Panel
锐澳微醺新系列
RIO Tipsy New
Series
25%
新品顾客为品牌新客
NPD Shoppers are new
to RIO
ORGANIC 专属顾客 SPECIFIC SHOPPER
康师傅DIY面
Master Kong DIY
Noodle
6%
新品顾客为品牌新客
NPD Shoppers
are new to
MASTER KONG
ORGANIC 专属场景 SPECIFIC OCCASION
悦诗风吟悦享随心
定制彩妆盘
Innisfree
personalized
make-up Palette
ORGANIC 专属于我 FOR ‘ME’
12%
新品顾客为品牌新客
NPD Shoppers are
new 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
Better
Quality
数据来源：凯度消费者指数，家庭样本组
Data Source: Kantar Worldpanel, Household Panel
蓝月亮机洗至尊浓缩
洗衣液
Blue Moon
Concentrated
Laundry Liquid for
Washing Machine
24%
新品顾客为品牌新客
NPD Shoppers
are new to BLUE MOON
ORGANIC 更高效 Efficacy
护舒宝幻彩极护
Always Radiant
FlexFoam
11%
新品顾客为品牌新客
NPD Shoppers
are new to ALWAYS
ORGANIC 新科技 NEW TECHNOLOGY 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
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?
WHO
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?
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?
HOW WHERE
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
WHO
用户画像指数 – ‘趋势追随者’ vs. 整体顾客
Demographic Index - trend seeker vs. total shoppers
157
116
115
79
60
年轻单身/夫妇
YOUNG SINGLES & COUPLES
年轻有孩家庭
YOUNG & MIXED FAMILY
青少年家庭
TEENAGER FAMILY
成年家庭
ADULT FAMILY
老年单身/夫妇
OLD SINGLE/COUPLE
趋势追随者：按照购买新品占所有产品数量的占比排序。前10%为趋势追随者。新品占比在21%以上。
Trend Seekers: Rank by %NPD (Number of new products purchased / Number of total products purchased). Top 10%
Shoppers have been identified as trend seekers. %NPD is above 21%.
99
88
95
118
130
家庭月收入INCOME 5001-7000
RMB
家庭月收入INCOME 7001-9000
RMB
家庭月收入INCOME 9001-12000
RMB
家庭月收入INCOME 12001-16000
RMB
家庭月收入INCOME >16000 RMB
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
年轻单身/夫妇
YOUNG SINGLES &
COUPLES
年轻有孩家庭
YOUNG & MIXED FAMILY
青少年家庭
TEENAGER FAMILY
成年家庭
ADULT FAMILY
老年单身/夫妇
OLD SINGLE/COUPLE
家庭月收入
INCOME >16000 RMB
家庭月收入
INCOME 12001-16000 RMB
家庭月收入
INCOME 9001-12000 RMB
家庭月收入
INCOME 7001-9000 RMB
家庭月收入
INCOME <= 7000 RMB
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 high
income consumers and appeal to their needs
WHO
数据来源：凯度消费者指数，家庭样本组
Data Source: Kantar Worldpanel, Household Panel
其中15个都能够吸引年轻消费者
15 are appealing to young
consumers
其中17个都偏向于中高端收入家庭
17 are attracting high income
consumers
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
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
顾客首次购买到该新品
The FIRST time that the
shopper purchase the
new product
新品尝试购买
Trial Purchase
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 the
opportunity through the
right channel and promotion?
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
90
88
85
65
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sp@ce，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 Sp@ce, Bubugao Xianshiyanyi,
Xinhuadu Haiwuhui, Bailian Riso, Shijilianhua Jingxuan, Quanqiu In Xuan, Bingobox, Eatbox, Well Go 24 and Tmall Grocery
8%
28% 30%
4%
6% 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
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
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 KOL
campaigns 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 are
new to PANTENE
促销能够吸引顾客尝试新品
Promotions encourage trial of new things
HOW
有促销
Promotion
122
无促销
Off-Promotion
94
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
196
177
146
138
130
125
113
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
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
优惠券促销
Coupon Promotion
HOW
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
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
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 Product
Value-added premiumization to
enable consumers live a healthier,
happier and more convenient life
如何通过创新吸引新顾客？
How can an innovation attract new shoppers?
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 Plan
Communication plan should focus on
Young and High Income consumers;
start with online channel and promote
using coupon / free sampling
mechanism
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 Execution
Well-supported in-store display will
not just benefit the NPD itself but also
drive footfall to the category and
make it more of a destination in store
and boosting longer term category
performance
01 02 03
