Douyin New Product Solution for the Global Top-Tier Beer Brand

Client Profile

As a premium Belgian beer brand, it holds a leading position in the global wheat beer market. A brand with a long history, it is best known to consumers for its wheat beer product line.

Customer needs

Brands aim to grow their business through the launch of new products. However, the current survival rate of new products in the industry is less than 30%. Therefore, clients hope to develop efficient new product launch strategies, including product selection, defining product communication points, and developing marketing plans to incubate successful blockbuster products.

Business pain points

1. It is challenging to identify blockbuster products from among multiple new products.;

2. Limited budget but a desire to achieve high performance;

3. It is challenging to identify the most suitable unique selling points.;

4. Marketing strategies are difficult to determine.
   

Value gain

1. In markets where new product survival rates are low, new products can quickly become bestsellers, driving business growth for the brand;

2. The audience assets and data insights accumulated in this case empower the brand’s long-term operational strategies;

3. Multiple brands within the group reused this methodology before launching new products, improving the efficiency of new product incubation and saving incubation costs;

4. This case has garnered attention and recognition from the platform and has been included in Douyin Ocean Engine’s New Product Incubation White Paper.