Brand Marketing
Only 10% Success Rate: Which New Products Have a 'Long Life'? Keep Your Eyes Open and Avoid Traps!
New products are an eternal topic in the food industry, especially in recent years as manufacturers' production capacity has greatly increased and product updates have accelerated, giving distributors more opportunities to access and represent new products. However, although manufacturers are keen on innovation, not every new product has a 'long life.' It is understood that the success rate of new products is only 10%, with some products falling into poor sales within just a few months of launch and even being ruthlessly eliminated by the market. For manufacturers, this may be just a failed attempt, but for distributors, a new product that is not accepted by the market and difficult to sell brings many risks, such as delayed payments, tying up capital flow, causing inventory buildup, occupying warehousing and labor resources, and disrupting overall plans. So, before representing a new product, how should distributors avoid falling into traps?
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