A Successful Case of New Product Development Insight in China
1. Prepared for: Open World Network
Prepared by: Tae Kim, Partner
RisingSun Marketing Research & Consultancy, China
Contact: E-Mail (Tae.Kim@risingsun-mr.com) /
Mobile (+86-13311813427)
Your Strategic Research Partner in China!
‘A Case Study of A Strategic Partnership with Clients, Which
Created a Difference’
A Special Paper About
2. 2
Table of Content
I. Case Background
II. Research Scope and Approach
III. Research Findings
IV. The Result - New Product Concept Developed
V. Appendix
3. 3
Situation
Complication
Resolution
• Client X experienced
a very challenging
market situation with a
fierce competition and
rapid trend change
driven by global and local
players in China
• Client X faced an
issue how to accelerate
“Strengthening Client X
position in China”
• Thus, Client X raised the
localization issue for the
first priority in China
by developing a product,
which attracts Chinese
consumers with China
oriented product design
• In fact, Client X used to
introduce a
global platform product,
which is all identical in
designs globally
• Therefore, this
Localization approach was
a way of innovating their
new product
development process in
China
• It was a challenge for
how to embed a Chinese
Culture and Element in
the Product Design
• As a product design
needs an immediate
impact on consumers at a
first glimpse, the instinct
acceptance should be a
key for NPD
• So Client X decided to
conduct
a consumer deep-dive
research to understand
the China Consumers
fundamentally
• Hypothetically The
starting point was a zero
base approach (digging
out Value, Needs,
Historical facts,
Cultures, Daily Living,
Home usage, home
at home, etc.)
with following questions:
- How China is different
in Environment?
- Unique Culture & Values?
- ‘A Hidden Code’ ruling
and influencing the China
Consumers?
Discover a Hidden Rule / Culture Based insights ruling China Consumers and
Visualize it to Product Design for New Product Development
Project Background & Objective
4. 4
Client X intended to have an innovation for New Product Development aiming for obtaining an from
consumers at first sight.
3 4
1 2
Bench marking
(Copying Idea)
New Creation
(Innovation)
Market Situation
(Common)
Competitive Advantage
(Differentiation)
NewtoCompany
New to Competitor
Mission for Exploring New Product Development
• The client X planed to
achieve a New
Creation result in
the product design
by understanding
deeply about Chinese
Consumers
5. 5
Table of Content
I. Case Background
II. Research Scope and Approach
III. Research Findings
IV. The Result - New Product Concept Developed
V. Appendix
6. 6
Ethnography - Home
Fact Findings
Localization Strategies
Impact
Opportunity & Insight & Implication
Primary
Focus
Concept
Secondary
Focus
Selectively
Pursue
Ignore
HighLow
High
Strategic
Implication
Project Scope
Comprehensive approaches were used to help Client X’s Mission for an Innovate New TV Design
Discover for China Market
• Ethnographic Deep-Dive
• Home Visit
• IDI
• Desk Research
• Trend Research
• Anthropology / History / Culture
Expert Interviews
• Design Expert Interviews
Design Test
• Concept Test
• Product Design Test
Strategic Direction for NPD (New Design)
7. 7
Client x planed to develop a new product development in the combination of the technology and
differentiated new design factors deriving from both lasting culture codes and new trendy factor
simultaneously
Importantly new design must solve the pain points, unmet needs, or hidden needs
Point of view for TV product development approach
Differentiated
TV New Design
Development
Technology
• Trendiness
- Cool
- New
• Prompt Acceptance
- Culture Code
- Core
- Lasting
Basic Factor New Design Factors
+ +
Pain
point
Unmet
needs
Hidden
needs
Must to Find & Solve
+
8. 8
Table of Content
I. Case Background
II. Research Scope and Approach
III. Research Findings
IV. The Result - New Product Concept Developed
V. Appendix
9. 9
Research Process
Launching an
Innovative
New
Product
Design
Stage2
Stage 3
Stage 1
New Design Test
- Checking Consumers’
Acceptability with Mock-Ups
applying Hidden Needs and
Culture Codes in the New
Product Design
Ethnography for Product:
- How the product is placed at
home?
- How is the Environment at
Home?
- What are the hidden culture
codes at Home?
Fact & Insights Findings
- Hidden Needs and Culture
Codes Findings
- Verifying the Hidden Needs
from Historical Facts
- Selecting a Design Direction
10. 10
Stage 1 – Ethnography
Items placed nearby TV at China Homes – Chinese Word Character (Good Luck), Sword, Firework, Apple,
Hand Fans, Goddess of Mercy, Fish, Ship Miniature, Bamboo, Buddhist Image, etc
12. 12
Stage 2 – Historical Item Representing of Good Luck, Safety, Wealth
Ships represent a meaning that everything goes well, connecting with others and finally being rich, and
(Good Luck)
Thus, the Ship design direction was selected for New Product Design
13. 13
Table of Content
I. Case Background
II. Research Scope and Approach
III. Research Findings
IV. The Result - New Product Concept Developed
V. Appendix
14. 14
Stage 3 – New Product Design of Client X TV for China
“Good Luck” TV with a Ship Stand Design
New Product Design was selected a Dominant Winner among Competitive Models
After launching this New Product, it became No 1 Best Seller in client X
(A Ship Shaped TV with Stand
with a Cultural Red Color)
