Winning Through Innovation-Lynn Xu

Lynn XU
May 2014
通过创新获得成功
WINNING THROUGH INNOVATION

Copyright©2012TheNielsenCompany.Confidentialandproprietary.
2
您的消费者 THE CONSUMER’S WORLD
一举一动都是数据点 very action is a data point

3
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?

5
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%ofCompany公司占比
创新带来的收入占比
Revenue Contributed by Innovation

6
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?

7
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

8
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

9
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

10
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

11
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

12
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

13
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

15
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

16
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

17
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

18
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)

19
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

20
HOWEVER, PREMIUM PRODUCTS TEND TO BE MORE UNIQUE THAN MASS
独特性平均指数
Average Uniqueness Rank Index
100
123
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

21
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
16.8
rmb
320g
8.2
rmb
200g
独特性也能够帮助实现溢价

22
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

23
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

24
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%

25
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

26
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

27
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
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

28
NATURAL INGREDIENTS CAN HELP DELIVER A BETTER VALUE, BUT HARD TO
MAKE BELIEVE. ADD VISUALS OF THE INGREDIENTS
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

29
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

Winning Through Innovation-Lynn Xu

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