{"id":21442,"date":"2024-06-20T00:47:48","date_gmt":"2024-06-19T17:47:48","guid":{"rendered":"https:\/\/shopbiz.vn\/kinh-nghiem-kinh-doanh\/bat-mi-5-nguyen-tac-giup-san-pham-moi-ra-mat-den-dau-thang-den-do.html"},"modified":"2024-06-20T00:47:48","modified_gmt":"2024-06-19T17:47:48","slug":"bat-mi-5-nguyen-tac-giup-san-pham-moi-ra-mat-den-dau-thang-den-do","status":"publish","type":"post","link":"https:\/\/elysostore.com\/vi\/bat-mi-5-nguyen-tac-giup-san-pham-moi-ra-mat-den-dau-thang-den-do\/","title":{"rendered":"B\u1eadt m\u00ed 5 nguy\u00ean t\u1eafc gi\u00fap s\u1ea3n ph\u1ea9m m\u1edbi ra m\u1eaft \u0111\u1ebfn \u0111\u00e2u th\u1eafng \u0111\u1ebfn \u0111\u00f3!"},"content":{"rendered":"\n
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Tr\u01b0\u1edbc s\u1ef1 bi\u1ebfn chuy\u1ec3n kh\u00f4ng ng\u1eebng c\u1ee7a th\u1ecb tr\u01b0\u1eddng, vi\u1ec7c ghi nh\u1eadn ph\u1ea3n h\u1ed3i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m ngay sau khi ra m\u1eaft l\u00e0 ch\u00eca kho\u00e1 d\u1eabn \u0111\u1ebfn th\u00e0nh c\u00f4ng l\u00e2u d\u00e0i.<\/p>\n

\u0110o l\u01b0\u1eddng, ghi nh\u1eadn nh\u1eefng ph\u1ea3n h\u1ed3i v\u1ec1 s\u1ea3n ph\u1ea9m sau khi ra m\u1eaft c\u00f3 th\u1ec3 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u ph\u00e1t hi\u1ec7n nh\u1eefng \u0111i\u1ec3m c\u1ea7n \u0111i\u1ec1u ch\u1ec9nh \u0111\u1ec3 ph\u1ee5c v\u1ee5 kh\u00e1ch h\u00e0ng t\u1ed1t h\u01a1n, t\u1eeb \u0111\u00f3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau v\u1ec1 doanh s\u1ed1. N\u1ebfu k\u1ebft qu\u1ea3 c\u1ee7a ho\u1ea1t \u0111\u1ed9ng ra m\u1eaft s\u1ea3n ph\u1ea9m kh\u1ea3 quan, vi\u1ec7c theo d\u00f5i v\u00e0 ghi nh\u1eadn s\u1ebd gi\u00fap doanh nghi\u1ec7p c\u00f3 d\u1eef li\u1ec7u minh ho\u1ea1 cho m\u1ed9t l\u1ea7n tung s\u1ea3n ph\u1ea9m m\u1edbi th\u00e0nh c\u00f4ng, tr\u1edf th\u00e0nh ti\u1ec1n \u0111\u1ec1 cho nh\u1eefng d\u1ef1 \u00e1n ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi trong t\u01b0\u01a1ng lai.<\/p>\n

T\u1ea1i sao ph\u1ea7n l\u1edbn s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u1ec1u th\u1ea5t b\u1ea1i?<\/strong><\/h2>\n

Theo Kantar, trong s\u1ed1 s\u1ea3n ph\u1ea9m m\u1edbi ra m\u1eaft th\u1ecb tr\u01b0\u1eddng th\u00e0nh c\u00f4ng trong n\u0103m \u0111\u1ea7u ti\u00ean, c\u00f3 16% s\u1ea3n ph\u1ea9m \u201cch\u1ebft d\u1ea7n\u201d sau 4 n\u0103m. \u0110\u00f3 l\u00e0 k\u1ebft qu\u1ea3 c\u1ee7a vi\u1ec7c kh\u00f4ng x\u00e1c \u0111\u1ecbnh \u0111\u00fang v\u00e0 k\u1ecbp th\u1eddi v\u1ea5n \u0111\u1ec1. Ch\u1ec9 khi doanh s\u1ed1 c\u00f3 d\u1ea5u hi\u1ec7u s\u1ee5t gi\u1ea3m, th\u01b0\u01a1ng hi\u1ec7u m\u1edbi b\u1eaft \u0111\u1ea7u t\u00ecm hi\u1ec3u nguy\u00ean nh\u00e2n, gi\u1ea3i ph\u00e1p.<\/p>\n

\"Kantar,<\/p>\n

Kantar, Worldpanel Division, 2022 \u2013 T\u1ef7 l\u1ec7 \u201cs\u1ed1ng s\u00f3t\u201d c\u1ee7a s\u1ea3n ph\u1ea9m m\u1edbi ra m\u1eaft th\u1ecb tr\u01b0\u1eddng.<\/em><\/p>\n

Kantar ch\u1ec9 ra 7 nguy\u00ean nh\u00e2n ph\u1ed5 bi\u1ebfn d\u1eabn \u0111\u1ebfn th\u1ea5t b\u1ea1i trong vi\u1ec7c tung s\u1ea3n ph\u1ea9m m\u1edbi:<\/p>\n

    \n
  • Nh\u1eefng gi\u1ea3 \u0111\u1ecbnh sai khi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec1 ra k\u1ebf ho\u1ea1ch thi\u1ebfu t\u00ednh kh\u1ea3 thi<\/li>\n
  • \u0110\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m thi\u1ebfu r\u00f5 r\u00e0ng v\u00e0 kh\u00f4ng ph\u1ee5c v\u1ee5 cho chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec1 ra ban \u0111\u1ea7u<\/li>\n
  • Ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u01b0a bi\u1ebft \u0111\u1ebfn s\u1ea3n ph\u1ea9m ho\u1eb7c kh\u00f4ng bi\u1ebft t\u00ecm mua ch\u00fang \u1edf \u0111\u00e2u<\/li>\n
  • S\u1ea3n ph\u1ea9m kh\u00f4ng \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c k\u1ef3 v\u1ecdng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/li>\n
  • S\u1ea3n ph\u1ea9m thi\u1ebfu t\u00ednh nh\u1ea5t qu\u00e1n v\u1edbi c\u1ea3m nh\u1eadn tr\u01b0\u1edbc \u0111\u00f3 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u (Brand Perception)<\/li>\n
  • S\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u k\u00e9m n\u1ed5i b\u1eadt h\u01a1n so v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a \u0111\u1ed1i th\u1ee7<\/li>\n
  • Marketer hi\u1ec3u sai v\u1ec1 nh\u00f3m ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1ee5c ti\u00eau hay \u0111\u00e1nh gi\u00e1 sai t\u1ea7n su\u1ea5t s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m (product usage)<\/li>\n<\/ul>\n

    \u0110\u1ec3 c\u00f3 th\u1ec3 kh\u1eafc ph\u1ee5c t\u1ea5t c\u1ea3 nh\u1eefng \u0111i\u1ec3m tr\u00ean, th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i theo d\u00f5i ph\u1ea3n h\u1ed3i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1eeb s\u1edbm. N\u1ebfu c\u00f3 v\u1ea5n \u0111\u1ec1 xu\u1ea5t hi\u1ec7n, h\u00e3y \u0111\u00e0o s\u00e2u t\u00ecm hi\u1ec3u l\u00fd do v\u00e0 t\u00ecm c\u00e1ch gi\u1ea3i quy\u1ebft.<\/p>\n

    \"C\u00e1c<\/p>\n

    C\u00e1c b\u01b0\u1edbc nghi\u00ean c\u1ee9u insight ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong su\u1ed1t h\u00e0nh tr\u00ecnh ra m\u1eaft s\u1ea3n ph\u1ea9m.<\/em><\/p>\n

    5 nguy\u00ean t\u1eafc gi\u00fap s\u1ea3n ph\u1ea9m m\u1edbi t\u0103ng tr\u01b0\u1edfng<\/strong><\/h2>\n

    1. \u0110\u1ed1i m\u1eb7t v\u1edbi th\u1eed th\u00e1ch<\/strong><\/h3>\n

    Kantar cho bi\u1ebft nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng kh\u00f4ng ng\u1ea1i \u0111\u01b0\u01a1ng \u0111\u1ea7u v\u1edbi th\u1eed th\u00e1ch, v\u00e0 kh\u00f4ng ng\u1eebng h\u1ecdc h\u1ecfi, c\u1ea3i thi\u1ec7n. \u1eaet h\u1eb3n kh\u00f4ng th\u01b0\u01a1ng hi\u1ec7u n\u00e0o mu\u1ed1n nghe r\u1eb1ng s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd c\u00f3 th\u1ec3 g\u1eb7p v\u1ea5n \u0111\u1ec1. Nh\u01b0ng t\u1ed1t h\u01a1n h\u1ebft, th\u01b0\u01a1ng hi\u1ec7u n\u00ean nh\u1eadn bi\u1ebft v\u1ea5n \u0111\u1ec1 v\u00e0 c\u00f3 h\u00e0nh \u0111\u1ed9ng thi\u1ebft th\u1ef1c thay v\u00ec l\u00e0m ng\u01a1.<\/p>\n

    Theo Kantar, nh\u1eefng v\u1ea5n \u0111\u1ec1 \u1ea5y c\u00f3 th\u1ec3 m\u1edf ra nhi\u1ec1u c\u01a1 h\u1ed9i l\u1edbn h\u01a1n cho th\u01b0\u01a1ng hi\u1ec7u, ng\u00e0nh h\u00e0ng. Ch\u1eb3ng h\u1ea1n, s\u1ea3n ph\u1ea9m hay s\u1ef1 c\u1ea3i ti\u1ebfn tuy c\u00f2n kh\u00e1 m\u1edbi v\u1edbi th\u1ecb tr\u01b0\u1eddng nh\u01b0ng v\u1eabn c\u1ea7n \u0111\u01b0\u1ee3c “nu\u00f4i d\u01b0\u1ee1ng” \u0111\u00fang c\u00e1ch \u0111\u1ec3 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n v\u00e0 \u00e1p d\u1ee5ng r\u1ed9ng r\u00e3i h\u01a1n sau n\u00e0y. T\u1eeb \u0111\u00f3, th\u1ebf h\u1ec7 k\u1ebf th\u1eeba c\u00f3 th\u1ec3 ti\u1ebfp t\u1ee5c ph\u00e1t tri\u1ec3n nh\u1eefng \u00fd t\u01b0\u1edfng \u0111\u00f3 v\u00e0 n\u00e2ng cao kh\u1ea3 n\u0103ng th\u00e0nh c\u00f4ng cho s\u1ea3n ph\u1ea9m sau khi ra m\u1eaft th\u1ecb tr\u01b0\u1eddng.<\/p>\n

    2. \u0110\u1ea3m b\u1ea3o ng\u01b0\u1eddi ti\u00eau d\u00f9ng bi\u1ebft \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/h3>\n

    Hai y\u1ebfu t\u1ed1 ch\u00ednh quy\u1ebft \u0111\u1ecbnh s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a vi\u1ec7c ra m\u1eaft s\u1ea3n ph\u1ea9m l\u00e0 Physical Availability v\u00e0 Mental Availability. Th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u00e1nh gi\u00e1 kh\u1ea3 n\u0103ng ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m hay nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00e0ng s\u1edbm c\u00e0ng t\u1ed1t. C\u1ee5 th\u1ec3, th\u01b0\u01a1ng hi\u1ec7u n\u00ean theo d\u00f5i ch\u1eb7t ch\u1ebd ho\u1ea1t \u0111\u1ed9ng ph\u00e2n ph\u1ed1i & b\u00e1n h\u00e0ng, m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft & l\u01b0\u1ee3ng d\u00f9ng th\u1eed, h\u00e0nh vi mua h\u00e0ng & s\u1eed d\u1ee5ng. Qua \u0111\u00f3 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 bi\u1ebft li\u1ec7u qu\u00e1 tr\u00ecnh tung s\u1ea3n ph\u1ea9m c\u00f3 \u0111ang \u0111i \u0111\u00fang h\u01b0\u1edbng kh\u00f4ng, hay s\u1ea3n ph\u1ea9m c\u00f3 nh\u1eefng v\u1ea5n \u0111\u1ec1 g\u00ec \u0111\u1ec3 c\u00f3 gi\u1ea3i ph\u00e1p ph\u00f9 h\u1ee3p.<\/p>\n

    \"C\u00e1c<\/p>\n

    Vi\u1ec7c nghi\u00ean c\u1ee9u d\u1eef li\u1ec7u digital sau khi tung s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 cung c\u1ea5p c\u00e1c insight quan tr\u1ecdng.
    Ngu\u1ed3n: Pexels<\/em><\/p>\n

    3. L\u1eafng nghe ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong><\/h3>\n

    Nh\u1eefng \u0111i\u1ec1u m\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n khai th\u00e1c nh\u01b0: S\u1ea3n ph\u1ea9m gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 g\u00ec? H\u1ecd s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m nh\u01b0 th\u1ebf n\u00e0o? \u0110i\u1ec1u g\u00ec ng\u0103n c\u1ea3n ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u00f9ng th\u1eed s\u1ea3n ph\u1ea9m m\u1edbi? S\u1ea3n ph\u1ea9m m\u1edbi c\u00f3 th\u00fac \u0111\u1ea9y s\u1ef1 t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng? Th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 l\u00e0m g\u00ec \u0111\u1ec3 c\u1ea3i thi\u1ec7n s\u1ea3n ph\u1ea9m?<\/p>\n

    \u0110\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c nh\u1eefng th\u00f4ng tin tr\u00ean, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh v\u1edbi m\u1ed9t nh\u00f3m nh\u1ecf c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u1ea1i di\u1ec7n cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1ee5c ti\u00eau tr\u01b0\u1edbc khi tung h\u00e0ng. Hay vi\u1ec7c nghi\u00ean c\u1ee9u d\u1eef li\u1ec7u digital (Search, Social, v\u00e0 Online Review) sau khi tung s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 cung c\u1ea5p cho th\u01b0\u01a1ng hi\u1ec7u c\u00e1c insight c\u00f3 kh\u1ea3 n\u0103ng th\u00fac \u0111\u1ea9y h\u00e0nh \u0111\u1ed9ng (actionable insight).<\/p>\n

    4. T\u1ed1i \u01b0u k\u1ebf ho\u1ea1ch nhanh ch\u00f3ng<\/strong><\/h3>\n

    Th\u00f4ng th\u01b0\u1eddng, th\u1eddi gian \u0111i\u1ec1u ch\u1ec9nh k\u1ebf ho\u1ea1ch ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi t\u01b0\u01a1ng \u0111\u1ed1i gi\u1edbi h\u1ea1n. Th\u1ebf n\u00ean, t\u1ed1c \u0111\u1ed9 l\u00e0 \u0111i\u1ec1u c\u1ed1t y\u1ebfu. V\u00e0 l\u00fac n\u00e0y, th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n linh ho\u1ea1t \u0111\u01b0a ra gi\u1ea3i ph\u00e1p \u0111\u1ec3 c\u00f3 th\u1ec3 t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t. \u0110\u1eb7c bi\u1ec7t, n\u1ebfu th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 nhanh ch\u00f3ng kh\u1ea3o s\u00e1t nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1eeb ch\u1ed1i d\u00f9ng th\u1eed s\u1ea3n ph\u1ea9m m\u1edbi, th\u00ec s\u1ebd n\u1eafm \u0111\u01b0\u1ee3c nh\u1eefng r\u00e0o c\u1ea3n mua h\u00e0ng. T\u1eeb \u0111\u00f3 \u0111\u01b0a ra gi\u1ea3i ph\u00e1p k\u1ecbp th\u1eddi \u0111\u1ec3 xoay chuy\u1ec3n t\u00ecnh th\u1ebf.<\/p>\n

    5. Kh\u00f4ng ng\u1eebng h\u1ecdc h\u1ecfi<\/strong><\/h3>\n

    D\u00f9 vi\u1ec7c ra m\u1eaft s\u1ea3n ph\u1ea9m th\u00e0nh c\u00f4ng hay th\u1ea5t b\u1ea1i, ch\u00fang \u0111\u1ec1u mang l\u1ea1i nh\u1eefng b\u00e0i h\u1ecdc cho th\u01b0\u01a1ng hi\u1ec7u. Nh\u01b0ng b\u00e0i h\u1ecdc \u0111\u00f3 c\u00f3 h\u1eefu \u00edch hay kh\u00f4ng tu\u1ef3 thu\u1ed9c v\u00e0o c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u thu th\u1eadp v\u00e0 l\u01b0u tr\u1eef d\u1eef li\u1ec7u sau khi tung h\u00e0ng \u0111\u1ec3 c\u00f3 th\u1ec3 so s\u00e1nh, \u0111\u1ed1i chi\u1ebfu d\u1ec5 d\u00e0ng.<\/p>\n

    Doanh s\u1ed1 b\u00e1n h\u00e0ng c\u00f3 t\u1ed1t kh\u00f4ng? M\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u so v\u1edbi \u0111i\u1ec3m chu\u1ea9n ng\u00e0nh h\u00e0ng nh\u01b0 th\u1ebf n\u00e0o? T\u1ef7 l\u1ec7 gi\u1eefa ph\u1ea3n h\u1ed3i ti\u00eau c\u1ef1c v\u00e0 t\u00edch c\u1ef1c c\u00f3 nh\u01b0 mong \u0111\u1ee3i?… Nh\u00ecn chung, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng c\u01a1 s\u1edf d\u1eef li\u1ec7u v\u1ec1 hi\u1ec7u su\u1ea5t c\u1ee7a nh\u1eefng \u0111\u1ee3t tung s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc \u0111\u00f3 l\u00e0m n\u1ec1n t\u1ea3ng cho chi\u1ebfn l\u01b0\u1ee3c, k\u1ebf ho\u1ea1ch tung h\u00e0ng trong t\u01b0\u01a1ng lai.<\/p>\n

    Ngu\u1ed3n: Kantar, Brand Vietnam<\/p>\n<\/div>\n