BBBBBBBB 所有的顾客都是一样：他们想要新的 东西，他们想要好的东西，他们想要 特别的东西。如果我们能为顾客创造 这些东西，他们就会来。All the consumers are the same:they want new things, they wantgood things, they want uniquethings. If we can create these kindof things for consumers, they willcome.- 马云 Jack Ma 品牌每年在新品研发和发展上投入大量资金Billions of dollars are poured into innovation research and development every year在中国，平均每3分钟，诞生一个新品A new product is launched every 3 minutes in China数据来源：凯度消费者指数，家庭样本组2018P5，近一年上市的新条码Data Source: Kantar Worldpanel, Household Panel 2018P5, new barcodes appeared in recent 1 year90% 的厂商都在过去一年内上市过新品90% Manufacturers launched new products in recent 1 year大多数的新品都没有为品牌带来新顾客或销售增量Most NPD are not bringing incremental buyers or sales to the parent brand 数据来源：凯度消费者指数，家庭样本组2018P5，近一年上市的新条码Data Source: Kantar Worldpanel, Household Panel 2018P5, new barcodes appeared in recent 1 year28%%新品为品牌带来了提升 vs. 品牌老品%NPD drove incremental to the brand vs. EPD %新品为品牌带来了新顾客 vs. 品牌老品%NPD brought new shoppers to the brand vs. EPD6% 。。。。。。