The correct way to open new product incubation: look for differentiation opportunities from the perspective of the entire category

The consensus of brand owners is to obtain new sources of business growth by launching new products. At the same time, brands are facing a situation where either their category grows slowly, or their category grows fast but they lag behind. In this case, looking at how to find differentiated and innovative opportunities from the perspective of the entire category is a new thinking direction, corresponding to the four-word solutions-"things" and "people and goods market", that is, category positioning and crowd positioning Matching with products and channel division.

Ascential's China Digital Business Summit was held in Shanghai in April with the theme of "Digital Energy Empowers New, Insights into the Future". The group’s e-commerce and digital smart solution brands, DZ, Yimian and Edge by Ascential, as well as trend...