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新年伊始,企业的产品经理都会为当年的新品上市忙碌和操心,然而,农药行业总在年复一年的上演一场场闹剧,那就是企业对新产品开发的狂热与失落。每年都会有上万个产品推上市场,同时也有至少上万个产品在市场中消失。粗略估算中国农药行业约有3万个产品,然而在市场上形成一定影响力,有较好销量的产品不足千个,中国农药行业的产品成功率非常之低。绝大多数新产品都是亏损(含登记费用、设备折旧、固定成本等分摊),农药行业的新产品生命周期约为18个月,新产品上市失败给企业造成了不可估量的损失,不仅包括原料怠滞、包材浪费、
At the beginning of the new year, the product manager of an enterprise will be busy and worried about the listing of new products of that year. However, the pesticide industry always staged a farce year after year, which is the fanatical enthusiasm and loss of the enterprise in the development of new products. Thousands of products are introduced to the market every year, and at least tens of thousands of products disappear in the market. Rough estimate of China’s pesticide industry, about 30,000 products, however, in the market to form a certain influence, there are less than a thousand good sales of products, the success rate of China’s pesticide products is very low. The vast majority of new products are loss (including registration fees, depreciation of equipment, fixed costs, etc.), the life cycle of new products in the pesticide industry is about 18 months, failed to market new products caused immeasurable loss to the enterprise, including not only Slippage of raw materials, packaging materials waste,