[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"case-zh-CN-36270":3},{"id":4,"slug":4,"category":5,"cover":10,"title":11,"summary":12,"description":13,"content":13,"client":9,"service":9,"highlights":14,"results":15},"36270",{"id":6,"slug":7,"name":8,"description":9},"3439","news","新闻资讯","","\u002Fimages\u002Fhero.webp","板材新品上市两年卖不动，是产品问题还是打法问题？","落地后，2023 年企业数据统计显示，植物源豆茵板销售占比从不足 4% 提升到 21.52%，植物源订单综合利润率环比上升 244%。","\u003Cdiv>\u003Cp>\u003C\u002Fp>\u003C\u002Fdiv>\u003Cdiv class=\"document\">\u003Cdiv class=\"section\">\u003Cp class=\"paragraph text-align-type-left\" style=\"text-align: left; line-height: 1.15; margin: 0pt 0pt 8pt;\">\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">板材行业最常见的误判是：新品卖不动就归因于产品力不行，于是继续加研发、加款式，结果\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\"> SKU \u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">越来越多，动销依旧疲软。莫干山板材曾走过这段路——投入过千万、历时\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\"> 5 \u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">年陆续开发豆茵板、抗菌抗病毒板等利润款产品，豆茵板上市\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\"> 2 \u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">年、新品总销售额\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\"> 1.2 \u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">亿元（含工程渠道），销售额占比却不到\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\"> 4%\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">。问题不在产品本身，而在这款产品没有被放进一个可被识别的品类位置里。建众智业的打法是把它从单品抬到品类：其一，找准差异，用“植物源”概念统摄分散的产品，让差异化本身成为战略；其二，讲好产品故事、场景故事、案例故事，把技术语言翻译成用户能感知的价值；其三，构建用户\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\"> 360 \u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">度买点系统，用购买行为地图做买点挖掘、买点呈现与买点体验；其四，以产品上量支撑品类站位，先做透品类价值再谈规模。落地后，\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">2023 \u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">年企业数据统计显示，植物源豆茵板销售占比从不足\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\"> 4% \u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">提升到\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\"> 21.52%\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">，植物源订单综合利润率环比上升\u003C\u002Fspan>\u003Cspan style=\"font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\"> 244%\u003C\u002Fspan>\u003Cspan style=\"font-family: 宋体; font-size: 11pt; color: rgb(0, 0, 0); font-weight: normal; font-style: normal; letter-spacing: 0pt; vertical-align: baseline;\">。\u003C\u002Fspan>\u003C\u002Fp>\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Cp>\u003C\u002Fp>",[],[]]