电商团队KISSES DIY礼盒斩获2016年金投赏产品设计类银奖

2016-11-01

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。

产品巧妙运用了好时KISSES最重要的品牌资产——身披缤纷多彩锡纸的KISSES巧克力,让消费者拼制属于自己的独特心意。为了鼓励消费者的创作热情,电商团队还在微信公众号上开发了KISSES DIY游戏,消费者可以直接通过游戏拼制自己的礼盒图案并在微信商城购买。同时,整个产品包装根据消费者的反馈不断更新演进,既追求最好的DIY概念,也着重呈现最好的消费者体验。

自2015年初上市以来,好时KISSES DIY礼盒已在线上销售超过了5万份,累计销售额超过一百万美元。产品成功跻身天猫京东等平台情人节圣诞节畅销礼盒前十名,是电商渠道目前最热销的单品之一。

金好时中国电商总监付咏表示:“我们非常重视产品创新和差异化,我们深信产品是赢在渠道的关键。由于线上消费者的诉求极其多样化,有时甚至和线下消费者有一定的差异,设计出一条符合电商渠道特点的产品线变得至关重要。团队从2014年开始在这条道路上一路摸索,到今天为止90%的销量都来自电商渠道自己开发的渠道专供产品。好时KISSES DIY礼盒只是众多产品之一。”

今年伊始,电商团队还组建了自己的产品开发团队来进一步丰富现有的产品线。目前团队已经制定了2016年和2017年 渠道新品的开发计划,包括覆盖金好时所有品类的近20个新品开发项目,累计新品销量预计超过500万美元,贡献渠道近15%的销量。此外,电商渠道还将成为公司最快最有力的创新试验地,低成本高效率地将一些全新的产品在线上率先落地。

目前,电商团队还在积极探索其他的创新机会,特别是如何满足消费者日益增长的产品定制化需求。在不久的将来,更多新的定制化产品和服务都将有望与中国消费者见面,例如礼盒封套个性化定制服务、巧克力产品个性化定制以及巧克力3D打印,这些产品与服务将带给中国消费者来自好时的浓浓快乐滋味。

关于金投赏国际创意节

金投赏国际创意节于2008年在上海创立,目前已是中国地区规模最大的商业创意奖。该奖项旨在推崇倡导创意和商业的完美结合,通过专业评审、消费者市场反馈及产品销量进行奖项评审。


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.
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好时臻吻榛仁夹心牛奶巧克力
(22粒装)

2倍于普通Kisses巧克力的大小。源自您钟爱的好时之吻Kisses品牌,它用一种美味又别具心思的方式,让您感受到自己的与众不同。每一种原料、每一处细节,都融入了浓浓心意。浓醇牛奶巧克力,融入精巧松脆粒,柔滑的巧克力软心包裹着整颗香烤榛仁,不仅拥有“大味道”,更融入了真挚情意。