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【2022廣東商業創新發展優秀案例】萬甯自有品牌保健品零食化創新

作者：admin 发布时间：2022-08-10

廣東萬甯連鎖商業有限公司成立于2004年。萬甯作爲香港健與美行業擁有市場占有率第一的零售品牌，近50年來始終堅持健康美專業定位，延續品質保證的DNA，持續贏得顧客的信賴。萬甯在內地發展18年，影響力覆蓋整個大灣區，讓品牌沈澱在本土進一步傳承延伸，不斷疊加新價值，萬甯自有品牌一直成爲品牌贏得顧客信賴的重要助力。

萬甯中國目前擁有16個自有品牌産品，自有品牌在萬甯總體商品比例中已經達到重要的占比。其中，“Mannings?萬甯”發展最快，目前有395個SKU，成爲其中關鍵的組成部分。通過數十年的定位堅持與持續創新，保持低價與獨特性，樹立了物超所值的標簽與優于同類商品的競爭力。

★?創新概述?★

升級前的一代産品“萬甯維生素軟糖”已上市多年，雖然有一定銷量，但産品的口感偏軟，包裝偏傳統，顔值感不足。特別是産品含糖量在成分表中高居第二，維生素含量低，健康感不強。在售價上也缺乏競爭力，在市場已出現不少同質化産品，可替代程度高。如果不能及時叠代，將難以突破業務瓶頸，最終被市場淘汰。

隨著市場産品叠代迅速及消費需求的升級，新生代消費者的購買動機從“我需要”升級到“我需要而且我喜歡”。經過市場調研，萬甯瞄准顧客既要滿足口感，也注重日常零食的健康指標的趨勢，明確了推進零食健康化的方向。第二代産品“低糖維生素軟糖”上市後，平均月銷售增加7倍，每天售出600瓶，上市僅半年，産品售出數量就接近8萬瓶，帶來超過180萬的銷售貢獻，讓它成爲2021年健康産品銷售額&利潤額貢獻第一的産品。

微信图片_20221108112646.png

★?主要創新點?★

1、口感?

將配方調整爲凝膠/瓊脂等工藝技術，爲二代産品注入Q彈口感，讓它更符合現代人的休閑零食偏好。

2、成分

根據顧客注重日常零食含糖量的痛點，采用甜味劑（木糖醇)?低糖配方，讓它既符合現代顧客對健康零食成分的期待，又表達了天然健康的概念，更能激發顧客的購買欲。?

?3、包裝?

①在産品設計方面，采取更符合現代審美的時尚包裝設計，傳遞出天然的親和力，采用糖果系列的色彩表達，讓産品包裝更年輕化及有辨識度，從而吸引更多顧客的目光。?

②包裝規格更多元化，推出三瓶禮盒裝滿足禮品化需求，呈現出更高的性價比。

?4、持續改良流程

不斷收集顧客體驗反饋、複盤與叠代評估，並快速融合到二代産品的設計與改良中。産品在正式上市之前，在門店中提供小樣給消費者品嘗體驗，收集顧客意見並及時對産品做出調整和優化，讓它更貼近消費者的需求。通過反饋收集，在顧客的鞭策下在不同角度自我改進，讓打磨出的二代産品更精准地契合受衆喜好和調性，迅速獲得消費者認可。

5、全渠道推廣

①線下：打造網紅包店，加強顧客體驗及形成深刻記憶點。

②線上：通過品牌自有?HA/BA?店內與離店推薦與直播、外部專家、網紅、素人、直播自媒體進行種草和推廣，並通過粉絲互動活動實現與顧客的深度交流。

未來，萬甯將會探索更多好品質與極致性價比的健康零食，把顧客各種需求（如：美容需求，骨骼健康需求）結合到軟糖等産品裏，將大衆意識中的傳統“養生保健丸”轉化爲健康零食，幫助顧客實現
保健生活化、享受更高品質美好生活的願望。

上一篇【2022廣東商業創新發展優秀案例】東莞·麻湧文化藝術中心

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Yet she was restless and uneasy. She had never known what it was to be nervous before. There was a dull booming noise somewhere, a knocking that seemed to proceed from the Corner House. Hetty heard something fall with a thud, she could have sworn to a stifled cry. A door opened and closed somewhere, there was a strong draught as if the basement had been opened. Hetty's heart was beating in some strange, unaccountable way. A little cry brought her to her feet. Wrought out another change in human life,— or not so long as they are pretty? One can't help thinking, though, We changed horses every five miles; ill-kempt little beasts, and only half fed, who got through their stage only by the constant application of the whip, and shouts from the sais standing on the step; when released from harness they stood forlorn and hobbled off, lame of every leg, to their stables with no litter. Day broke, a dingy grey, dark with woolly cloud and heavy rain; a wall of fog rose up around us, while the road was uphill towards the mountains. “No, sir! I won’t go up, today, even if you did plan to surprise——” Dick, Larry and Mr. Whiteside, listening for a call from Sandy, went hurrying along. But no call from Sandy. He had decided that it would be a wiser thing to hide than to risk doing battle with the pilot if he was actually as bad as they suspected; with that in mind he had crawled in through the opening from the back, into the fuselage of the amphibian. There, fairly comfortable, he lay, full length, listening. The open top allowed air to come because a strong, puffy breeze had gotten up, driving great, black thunderclouds before it. [122] Grenville, being on the look-out for new taxes, had paid particular attention to the rapid growth of the American colonies, and was inspired with the design of drawing a revenue from them. The scheme had been suggested to Sir Robert Walpole, when his Excise Bill failed, by Sir William Keith, who had been governor of Pennsylvania; but Sir Robert had a far deeper insight into human nature than the shallow and obstinate Grenville. He replied, "I have already Old England set against me, and do you think I will have New England set against me too?" Grenville rose and defended the Stamp Act. He denied that the right of taxation depended on representation. He complained justly, that when he proposed to tax America, there was little opposition in that House. He contended that protection and obedience were reciprocal, and he exposed the fallacy of Pitt's distinction between taxes and duties. There was much justice in these remarks. The words of Grenville, so pointedly directed against him, immediately called up Pitt again. He had spoken; it was contrary to all rule, but the lion of Parliament broke recklessly through the meshes of its regulations, and when he was called to order the members supported him by cries of "Go on! go on!" He went on, severely castigating Grenville for complaining of the liberty of speech in that House; and dropping in his indignation the terms of courtesy towards the late Minister of "honourable" or "right honourable," said simply—"Sir, the gentleman tells us that America is obstinate—America is almost in open rebellion. Sir, I rejoice that America has resisted. Three millions of people so dead to all the feelings of liberty as voluntarily to submit to be slaves, would have been fit instruments to make slaves of all the rest." He then exposed the cases quoted by Grenville to show that taxation in this country had been imposed without representation, showing that these very instances led to immediate representation. "I would have cited them," he continued, "to show that even under arbitrary reigns Parliaments were ashamed of taxing a people without their consent. The gentleman asks when the Americans were emancipated? But I desire to know when they were made slaves?" He then touched on the true sources of benefit from our colonies, the profits of their trade. He estimated the profits derived from the American commerce at two millions sterling, adding triumphantly, "This is the fund that carried us victoriously through the late war. This is the price America pays us for protection." He then alluded to the comparative strength of the two countries. "I know the valour," he said, "of your troops. I know the skill of your officers. In a good cause, on a sound bottom, the force of this country can crush America to atoms. But in such a cause as this your success would be hazardous. America, if she fell, would fall like the strong man. She would embrace the pillars of the state, and pull down the constitution along with her." "When I enlisted," Monty confided to Alf Russell, "I thought I'd do my best to become a Captain or a General. Now, I'm dead anxious to be an Orderly-Sarjint." "Oh, no," she breathed, and her voice and the half-seen glimmer of her eyes troubled him strangely. "Till we're absolutely desperate." Rose was taking out the pins, and curls and tendrils of hair began to fall on her shoulders. Caro took the brush, and swept it over the soft mass, gleaming like spun glass. A subtle perfume rose from it, the rub of[Pg 262] it on her hand was like silk. Rose's eyes closed as the brush stroked her, and her lips parted slowly into a smile. He sat on a stool at the foot of Brindle's stall, and watched her as she lay there, slobbering her straw. 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