From the supply side, with the improvement of supply chain efficiency of platform+enterprise, new product cycle is shortened, product iteration is accelerated, and new product supply capacity is improved. A series of supply-side optimization factors have become an important driving force for the growth of new product consumption of various brands. New products representing new technologies, new designs, new functions, new experiences and better profits can often seize the industry opportunities for brand owners in advance and become a powerful link in brand competition.
"Big Data" Behind New Products
Six years ago, an internationally renowned research institute found that there were thousands of new brands listed in the American market in 20 14, but only seven of them could achieve sales of more than $ 1 100 million in that year, and about 70% of new products needed another year to achieve significant sales growth.
This means that it usually takes one year from the launch of new products, to consumer awareness, and then to paid purchase. However, in China, more than 85% of the new products listed in 2020 sold out quickly within a few months, and about 25% of the core products have occupied half of their respective sub-categories.
Behind "new products are explosive products" is the power of big data.
Prior to this, the chain of new product design, manufacturing and marketing of enterprises was broken ―― the cognition of brands or commodities occurred outside the sales end, but the purchase behavior needed to be initiated, discovered and completed by consumers themselves.
The rise of e-commerce has opened up this path-first, consumers' buying behavior is online and convenient; Later, e-commerce helped brands to transfer consumers' cognitive process of new products online; After that, consumers can establish contact with e-commerce through social networks. In this way, the whole link is completed.
Among them, e-commerce has rich dimensions of sales big data, mature data mining and forecasting capabilities, and is showing the original confusing market clearly. For brands, enterprises and even industries, this keenness is not only a role of "grasping business opportunities", but also a joint effort to launch reverse customized C2M new products, which is close to consumer usage scenarios and needs to the greatest extent.
For example, in 2020, JD.COM Platform released more than 20 18 new products in a single month, and the release of new products in three quarters in 2020 was close to 200% of the release in 20 19. Both the production end and the consumption end have regarded it as the most efficient transmission hub.
Recently, JD.COM mobile phone officially opened the pre-sale of Huawei Mate 40 series new machines. As expected, Huawei Mate 40 series products on the JD.COM platform were sold out only 28 seconds after the pre-sale channel was opened.
Li Mingtao, chief e-commerce expert of China International E-commerce Center and expert member of APEC E-commerce Business Alliance, accurately described it as "the era of customized and flexible supply guided by precise demand has arrived".
"Young people" behind new products
Why do consumers choose new products and what kind of consumers are pursuing new products? According to a third-party survey, consumers in China's third-and sixth-tier cities are younger now, and their confidence and willingness to spend are higher than those in 1-2-tier cities. Big data shows that many new products are "popular" not in big cities, but in a vast sinking market.
The "2020 Online New Products and C2M Consumption Trend Report" jointly released by the Ministry of Economic Affairs of People's Daily Online and JD.COM Big Data Research Institute shows that since the beginning of this year, online consumption data shows that all lower-level markets are booming, reflecting the new consumption trend in China: middle-income groups continue to pursue newer, better, more tasteful and more suitable products; At the same time, years of urbanization are releasing the consumption potential of low-and medium-tier cities, and "small town youth" has driven the increase of sinking market.
The upcoming promotion of 1 1. 1 will be the stage for the carnival of new products. Han Rui, vice president of JD.COM Group and head of the platform business center of JD.COM Retail Group, said that JD.COM Small Rubik's Cube will launch the "Innovation Plan" in "2020 JD.COM1.16438". "Leading the trend of new products is the focus of JD.COM. COM's long-term efforts. "
According to big data from JD.COM, 85% of new product sales were born after 80s, 90s and 00s, and the proportion of millennials and Z generation (born after 90s) increased most significantly. Different from their parents, the new generation of consumers consider whether the product value, functional design, brand stories and cultural opinions resonate with them and whether they can show their individuality. In their eyes, "micro-demand" is equally important. For example, whether the mobile phone case can be hung with a rope and whether the lid of milk powder can be easily opened may affect the purchase decision.
Computers, mobile phones and electrical appliances are their favorite consumption. These charging products are becoming more and more intelligent, high-end, green and cross-border. It is easier for young people to keep up with technology and trends, and their needs and feedback will push manufacturers to further innovate, design and produce more fashionable products. At the same time, the consumption proportion of Z generation in maternal and child, medical care and other categories has also increased rapidly. Under the epidemic situation, it began to assume the responsibility of household necessities consumption, highlighting that this is a more dynamic group and more willing to try new products.
"Intelligent Industry" Behind New Products
New products have become an important way to attract consumers, stimulate consumption enthusiasm and drive brand growth. The frequency of renewal and innovation is increasing, and its value to the consumer market is also increasing.
C2M model has opened up the consumer side and the supply side, which is an important path for the digital upgrading and transformation of manufacturing enterprises. With big data and technical resources, the Internet retail platform will play an increasingly important role in it. The advanced supply chain capability represented by C2M puts forward a clear digital demand for brands. With the continuous platformization and productization of supply chain capabilities by Internet platforms such as JD.COM, the threshold of C2M will be rapidly lowered, and it will become the standard new product path for a large number of industries.
More conducive to the digitalization of a large number of industries, C2M model has penetrated into the complete product life cycle from the relatively simple product design and development, including pricing, marketing, service and so on; Massive and accurate data mining and analysis services also enable consumers to fully enjoy the goods, services and channels that are most suitable for them.
Nielsen's "2020 3C Household Appliance Industry Consumption Trend Report" shows that C2M reverse customization innovation model has good market feedback. Through the integration of consumer big data and AI algorithm, JD.COM has comprehensively improved the communication efficiency between brands and consumers, combined with the advantages of supply chain, and joined hands with major brands to quickly and efficiently launch high-quality products that meet the real needs of consumers.
"At present, nearly 40% of the game books are produced through reverse customization, and the sales volume has exceeded one million units." Reverse customization has become the mainstream in the market segmentation of computer digital fields such as gaming notebooks and mobile phones.
11.11During the pre-sale period, the one-day pre-sale sales of JD.COM C2M reverse customized Red Mike30 Pro increased by 10 times compared with June. This is also a "new" product of C2M. Through the accurate portrait of consumers in the target price range by big data, it is found that women with higher education level and rational technology consumers are the main ones, so Xiaomi and JD.COM decided to upgrade their CPU, optimize the efficiency of the supply chain to the greatest extent, and reduce intermediate costs, and the first launch was "explosive products".
Professor Tsinghua University and Chai Yueting, director of the National Engineering Laboratory of E-commerce Transaction Technology, had previously put forward the concept of "open socialization in manufacturing and design process", pointing out that the essence of the transformation and upgrading of manufacturing enterprises or industrial Internet is actually to open socialization, break down corporate walls, and e-commerce itself is also upgrading. "The era of traffic is king, the era of quality is king, and the era of personalized customization and accurate meeting of consumer needs is gradually emerging." He said, "So the era of creating value for users, including satisfying user value, is already on the rise."
Perhaps consumers don't know much about the concept of C2M at present, but the actual consumption data confirms Chai Yueting's point of view. JD.COM data show that during the pre-sale period of 1 1. 1, the pre-sale volume of new thin and light notebook computers increased by 10 times, the sales of Jingpin household appliances increased by 4.2 times, and the pre-sale amount of C2M products of Jingpin household appliances increased by 6 times. New products such as Cobos Sweeper and Qinyuan Little White Whale Water Purifier exploded on the same day, and the turnover was more than 6 times of the daily average 10.
In the increasingly obvious new consumer market in recency effect, the stimulating effect of new products on consumers is still rising. Strong demand makes the platform join hands with the brand to create a new power source. This is a movement starting from gene coding, which moves the contact end between the platform and new products forward, and opens the field of "centralized detonation" of new products brought about by the whole growth cycle of new products.
Under the background of external pressure, internal motivation and accelerated reform, the pace of domestic economic restructuring in China will be significantly accelerated in 2020, the market demand for commodity upgrading will become stronger and stronger, and the trend of consumption upgrading will become more and more obvious. The Internet platform, represented by JD.COM, has comprehensively launched new product business from different dimensions, built a more perfect and mature "new product ecology" and become a new product release platform favored by consumers and brands. Thereby empowering brand manufacturers and consumers and helping to upgrade the cost, efficiency and experience from the supply side to the consumer side. This is not only a solid step for JD.COM to move from the consumer Internet to the industrial Internet, but also promotes the digital upgrading and transformation of China's manufacturing industry, which plays an increasingly important and positive role in the national economy.
This article comes from People's Network -IT Channel.