近日，金好时电商团队开发售卖的KISSES DIY礼盒在2016年金投赏国际创意节中勇夺产品设计类银奖，并成为该奖项中唯一获奖的糖果品牌。凭借独具创意的DIY产品理念、完美的产品设计和出色的销量，好时KISSES DIY礼盒获得了评委会的高度评价。
Golden Hershey eCommerce team’s KISSES DIY gifting box won the silver medal of product design group in 2016 ROI Festival
Golden Hershey China eCommerce team’s KISSES DIY gifting box has recently been awarded silver medal in product design group in 2016 ROI Festival as the only confectionery brand to have been awarded in this competition group. This product was acclaimed with high recognition from the competition committee on its smart ‘DIY’ customization concept, perfect product design and exciting sales results.
The KISSES DIY gifting box leverages one of the most important KISSES brand assets – shiny and colorful foil to let consumers to customize a gift for their cared ones with their own creative patterns. To encourage consumers’ creative enthusiasm, the team even created an online digital consumer experience called ‘KISSES DIY’, embedded in Hershey Wechat account, where consumers can create their own KISSES DIY pattern online and purchase the gifting box directly. Meanwhile, the team also constantly evolve product design based on consumer feedbacks to drive the best ‘DIY’ product presentation and consumer experiences.
Since its launch in early 2015, KISSES DIY gifting box has been sold more than 50,000 pcs with accumulated POS over $1M, striding onto Tmall and JD top 10 gifting list during Valentine’s Day and Christmas and continuously contributing as channel’s top SKU.
Sylvia Fu, eCommerce Director of Hershey China, commented, ‘We put a lot of emphasis on the portfolio innovation and differentiation. We firmly believe that product is the key to win in the eCommerce Channel. As online shoppers’ profile and needs are quite diversified or even different from offline shoppers, designing an online-friendly portfolio based on consumer insights became increasingly imperative. The team started off on this journey since 2014 and currently almost 90% of the sales are contributed by channel exclusive products. KISSES DIY gifting box is just one of them.’
Starting from this year, China eCommerce team established its own marketing innovation team to further enrich its online portfolio. The team has come up with a full innovation pipeline for 2016 and 2017, including 20 innovation projects covering all categories (both confectionery and snacking) with total GS valuing more than $5M, contributing nearly 15% of total channel GS. Our Ecommerce Channel is also serving as one of the fastest and most powerful testing arena for innovation ideas, helping to land new products in a more cost efficient way.
Currently, China eCommerce team is also proactively exploring other portfolio innovation opportunities, particularly customization opportunities to cater to the trend of more personalized needs. In the near future, new customization solutions, such as gifting box wrapper/sleeve customization, product customization and 3D printing are all within the radar. And that’s the Hershey happiness the team wants to bring to Chinese online consumers.
About the ROI Festival
The ROI Festival was first founded in Shanghai in 2008 and now has become the largest business creativity award in China. The spirit of the award is to celebrate creative works that help to realize the business value founded on the theory of ‘Business Creativity’.Key award measurements include both professional judgments and consumer/sales responses to quantify creativity.