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    如何打造消費者喜愛的新品?看看這6個品牌創新的最佳方向

    2015年07月13日 瀏覽量: 評論(0) 來源: SocialBeta 作者: 雷·庫魯克
    摘要:如果現有產品不能滿足消費者的需求,消費者會產生痛點。若新品能解決消費者的痛點就能成功。

    如果現有產品不能滿足消費者的需求,消費者會產生痛點。若新品能解決消費者的痛點就能成功。我們在亞太區的各個市場都發現了普遍存在的消費者痛點,它們是品牌創新的最佳方向,也是公司最應該集中資源的投資領域。

    根據凱度消費者指數公司(Kantar Worldpanel)的預計,在今后10年里,消費品公司75%的增長將依靠新品實現。這一情況在亞太地區尤為顯著:現在TNS公司每年在這里就已經要評估4000種以上的新產品。

    如果現有產品不能滿足消費者的需求,消費者會產生痛點。若新品能解決消費者的痛點就能成功。我們在亞太區的各個市場都發現了普遍存在的消費者痛點,它們是品牌創新的最佳方向,也是公司最應該集中資源的投資領域。并鎖定了六個有明確消費者需求,并且盈利前景最豐厚的機會。

     

    機會一:未被滿足的基本需求

    隨著產品品類的增加,創新者開始聚焦于更精細的解決方案以滿足更加具體而明確的需求。然而,企業往往忽視了消費者們最基本的需求,其實在這個層面上依然有大量的機會。消費者要求食物安全衛生值得信賴,符合宗教和文化規范,科技產品的核心功能高度可靠。現有產品遠未滿足消費者這些基本需求。

    中國家喻戶曉的國產牛奶恐慌和麥當勞問題僅僅是冰山一角。很多品牌的食品和飲料質量時好時壞,包裝也不能確保在貨架上能保持新鮮。這些不是聳人聽聞的新聞,但一樣讓消費者覺得需要改進。有一些品牌開始推出尊重宗教和文化需求的產品,例如賽百味推出了符合印度耆那教(Jainism)教義的三明治,康師傅也根據中國食物傳統研發了新的方便面。事實表明,大量品類中都有不可思議的市場空白。

     

    未被滿足的基本需求并不局限于食品和飲料。三星新推出的E1205證實了有些消費者只需要能打電話的手機,他們并不想買能上網的手機。它使用方便,操作簡單,自動適應各種網絡信號。這部手機可能是返樸歸真的科技產品的先行者。

     

    機會二:輕便的人生

    隨著經濟迅猛發展,消費者很快發現自己的東西太多了,沒地方放讓人頭疼不已。太多的電子設備而插頭不夠,兩輛汽車要搶一個車位。這種困境催生了新的需求:一切都要盡量簡化,要么減少產品數量,要么減少這些物品所占的空間。

     

    這一機會為”共享經濟”創造了成長空間。新加坡的 iCarsClub 讓用戶租用別人的汽車,這樣他們既有車可開又不用為買車和停車而頭疼。另一個創新方向是生產更緊湊的商品。大宇的壁掛式洗衣機所需要的空間僅為大型號的20%。韓國的 Armadillo 在研發可以折疊的電動車T-car。為消費者的錢包減肥也很重要:韓國的 Planets Syrup 移動錢包app使得消費者不用隨身攜帶一大疊會員卡。

     

    大宇壁掛式洗衣機

     

    機會三:積極地寵愛自己

    從感性的角度來說,消費者都想要放縱地寵愛自己,但理性又告訴他們要活得更健康,對自己負責。二者是否可以完美結合呢?基于這個邏輯,現在大量的新產品都是低糖低脂的。然而迄今為止,沒有任何證據表明含有較少不健康成分的產品一定會成功。消費者似乎很愿意放棄健康原則而向味蕾享受繳械投降。

     

    可爾必思綠洲牛奶飲品

    看起來將消費者的嗜好與健康功能相結合,是更積極也是更容易成功的方式。這種方式能夠讓消費者相信自己的選擇是理性的,而不必為了健康而吃不那么好吃的東西。在按照這一思路推出的新品中,明治的Amino Collagen酸奶是典型代表,新增加的膠原蛋白并不會影響明治酸奶的口味,但卻額外提供了美容效果。可爾必思的綠洲牛奶飲品(Calpis Oasis dairy drink)強調了海洋礦物和海鹽的消暑作用,但同時保留了作為碳酸飲料的清爽口感。

     

    澳大利亞品牌Vodka O承諾他們的雞尾酒“純天然手工制作”,這個產品一下子脫穎而出。這也表明該策略在本質上并不僅僅強調健康利益,而是要求產品具有可信度。品牌必須選擇那些他們能夠證明并且得以實現差異化的賣點,才能保證消費者買了這些產品后不會失望。

     

    機會四:強身健體

    亞太地區各地消費者都認同身體是我們的根本。隨著各國經濟迅速增長,越來越多人意識到這些發展是以身體健康為代價的。工作和生活模式的轉變令許多人感到日子失衡了–他們愿意讓品牌和產品來參與修復自己的身體。北京居民開始使用霧霾口罩和空氣凈化器以免受污染侵襲,而那些承諾減少空氣污染帶來的危害的美容和護發產品也同樣具有吸引力。

    但是,環境污染并不是激發消費者追求的身心健康的唯一因素。隨著人們壽命的延長,人們對防衰老化妝品以及膠原蛋白類飲品的需求也越來越大,而承諾喝一小瓶即可重建體內自然平衡的益生菌酸奶成為了中國市場上快速增長的品類。

    與此同時,隨著整體收入的增加,更多的位于收入金字塔底層的消費者有了可支配收入。以露華濃為代表的品牌,已經通過向農村婦女銷售價格低廉的美容產品獲得了豐厚的回報。

     

    機會五:展示個性的產品

    通過你所購買的產品向世界宣稱自己是哪類人,一直以來似乎都是奢侈品消費者的特權。他們有能力購買昂貴品牌、甚至定制個人專屬產品,以此彰顯自己的社會地位和獨特品味。然而越來越多的主流消費者也開始希望既能夠通過個性化產品表達自我,同時又不必為此付出額外的高價。于是就有一些品牌通過賦予消費者這種權利以獲得突破性增長的機會。

     

    在中國,僅2013年就有類似米蘭站這樣的300多家二手奢侈品店鋪開張。在印度,YNew 則為消費者提供各個價位的二手數碼產品。此外,可口可樂廣受歡迎的個性化瓶裝外觀也表明,通過產品表達自我并不只是奢侈品的專利。

     

    機會六:差異化的客戶體驗

    我們近期對3000多項新產品進行了評估,發現35%的案例中,新產品的發布實際上降低了母公司的市場總份額。這背后的原因是什么呢?因為許多新產品只是現有產品的簡單延伸,這樣的”新品”對市場份額增量的貢獻潛力有限,反而更可能吞噬現有產品的市場份額。

    自相殘殺的同類產品除了浪費公司研發和推出新品的成本之外,還令消費者十分失望,這一情況在亞太地區尤為突出。近年來,亞太地區消費者接觸到了不計其數的真正新品。不過當品類快速成熟,而新出現的產品不如之前的產品那樣有真正的突破時,消費者就提不起興趣了。

     

    如何才能源源不斷地為消費者提供貨真價實的新產品并提升利潤呢?最重要的新策略之一就是在設計日常產品時把提供個性化體驗作為目標。曾幾何時,承諾為消費者提供終生難忘的體驗只是一些特殊品類的專屬武器,而今它幾乎可以用到所有品類。以高露潔的”Fresh line”系列牙膏為例,它不僅將勁爽清新的味道作為賣點,還向消費者承諾這將是”最酷炫最新鮮的體驗”。如此高的目標設定實在讓研發部門倍感挑戰,但在被同類競爭者緊密簇擁的貨架上,唯有如此才能讓產品脫穎而出。

     

    拓寬創新的范圍

    根據上述這六個創新機會,企業能夠在擁有可支配收入的人群中實現可復制的收入增長。

    然而在亞太地區,可能最大的機會是將上述新品投放到剛剛開始有可支配收入的消費者手中。

    近年來,面向金字塔基層消費者(Base of the Pyramid)的營銷已經排上了許多企業的日程表。然而這一機會還遠沒有被深刻認識和充分發掘。創新的低價產品形式,比如聯合利華開發的小袋裝洗發液,可以使得企業通過大量銷售低利潤率的產品實現盈利,因為畢竟這一人群的單品消費能力有限。然而,如果企業簡單地將開發低收入消費者與銷售簡陋的低端產品劃等號的話,那么他們無法充分發掘這一群體的消費力。面向低收入人群的新品開發也存在上述所找到的六個機會。如果品牌能夠同時將新品鋪貨到低收入群體的眼前,并且讓他們發現產品還能提供額外價值,那么成功的概率就會直線上升。

     

    消息源:SocialBeta

    原作者:雷·庫魯克,創新與產品研發部,亞太區董事總經理,TNS

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