Packaging's Unique Culture and Strategic Innovation (1)
If you stroll on the streets of the Food City, you will feel the intense attention of the numerous Chinese wines. If she is a fairy of a singer, such as the sage of the deaf, if she is affectionate, she will not be beautiful. The outerwear - packaging, wine's quilt will be greatly inferior. (Hot spot pioneer: Rising target beyond common imagination!)
Packaging has its unique value in alcohol marketing strategies:
(A) unique to the main product
According to the overall concept of modern products, the product as a whole includes product entities and services. The product entity also includes the main product (wine) and the packaging as well as accessories accompanying the overall product - prizes. Packaging in the traditional sense refers to the container that stores the products of the enterprise. The meaning is narrow; the packaging in the sense of large-scale marketing is not only the category of the concept of modern products, but also far from the main product.
The function of wine packaging is gradually upgraded, from storage to anti-counterfeiting, from convenient to practical, until it serves as a weapon of competition. It is not only active in the price war with its special ability to increase price elasticity, but also appears in a rapidly changing face, becoming a trump card for dealing with fierce brand battles. Not so, why is it so swaying and letting consumers lose it? (Dissecting the real purpose of mainstream funds and discovering the best opportunities for profit!)
Products, competing products to consumer goods, each object in the package highlights its unique value bottle, plug, cap, accessories, inner packaging, outer packaging with its multi-functional, personalized design, creativity to express the wine to the consumer's mind . Packaging is the description, promotion and presentation of the main wine. It is the existence of the main product wine, and the wine is the content to be packaged. The value of the packaging is proportional to the value of the wine. However, this change often changes drastically due to the complex factors of the market. The author made a thorough investigation on several major brands that are popular in the market. The results show that the value ratio of low-priced wine packaging products and main product wine costs is 20% to 80%, and the ratio of mid-range wine to 100%. 50%, the ratio of high-end wine is greater than 200%. If the cost ratio of scientific and technological achievements, such as blending wine, is included in comparison, it will be even greater.
There is no need to be astonished again like blending wine. This is no longer secret. Not to mention that the blending wine complies with the national industrial policy and caters to the needs of consumers. It does not say that there are deliberate intentions from other people. Not to mention that some famous wines have opened their hearts after the earthquake disaster and invited dealers from all over the world to visit the government. , Or declare that the home brew is the original slurry liquid. Wine for the sake of wine, not only has the cost of support, more quality and brand care, good wine is not packaged Jin Yu clothing is not "ceremony" of course it? Who does not know good horses with good saddles, who do not know food is not tired?
(B) Packaging unique to other products
Unique to other products, including alcohol products other than our brand. Wine culture is unique in the food culture. It is particularly dazzling. It is determined by its personality. First, it is not easy to degenerate, it has a long storage time, and secondly, it has a collection value. Third, it is a spiritual product that helps the world live out of the state. Fourth, the fine wine process is complicated. Naturally, the artistic and cultural qualities of packaging, such as wine and wine bottles, that are part of the packaging category are comparable to those of ordinary products, and the packaging and value are therefore clearly unique to other products.
Due to the homogeneity of the wine and the intensification of competition, the leeway of strategy and strategy has to be relegated to packaging. That is, the differentiation of packaging has relatively improved the competitive environment, which is very different from its dead products. Most of the other products are focused on fighting at all levels of the main product.
The wine culture is heavy and the packaging culture that is part of the wine culture is as charming as the main product wine culture. The application of modern science and technology in packaging has brought wine packaging to a higher level, further unique to other products.
The strong culture is the important difference between wine packaging and other product packaging. The texture and shape of the inner packaging bottle, and the trademark, color, and material specifications of the outer packaging are all designed in aesthetic creativity, full of cultural heritage and artistry. Only the calligraphy art of the product name makes people indulge in pleasure and soul. With all the above-mentioned functions, the packaging consumes as much effort as making wine. In contrast, other products are somewhat overshadowed. The author visited some businesses and learned that about 70% of consumers’ purchases are determined immediately, that is, through on-site comparisons, they were originally sympathetic to certain brands, but they were more satisfied with the packaging—another brand is changing. Turning to the market, the first thing that comes into view is the wine. The explosive power and visual impact can be seen.
(c) unique to history
Uniqueness to history is determined by the law of value and the level of science and technology. Everyone in the history of the dynasty is very difficult to eat and eat. It is indeed a luxury. Even if it can be drunk, it is mostly loose wine. There are nothing more than jars of wine. Good wine and gold-copper jade porcelain can only be enjoyed. The function of the packaging is limited to containment and protection. There is basically no external packaging, and it is impossible to talk about various design shapes under modern technology.
After the reform and opening up, the follow-up functions of the package and the personality that has contributed to the colorful world are all spring. In particular, the packaging industry launched a technological revolution. The new packaging not only greatly promoted the competition in the wine market, but also fully met the needs of consumers. The packaging industry led to the rapid development of related industries. The historical progress of wine packaging is the prosperity of the wine industry. Wine culture, including the prosperity of packaging culture, is inevitable.
(d) unique to advertising
The improvement of the wine packaging function and further personalization have greatly brought the distance between the wine and the consumer. The wine exists for the consumer. The wine packaging appears in different faces, and most of them are affectionate and friendly. The various brands of wines that are branded outside the packaging can meet the needs of different consumers. Packaging is the first advertisement for corporate image and brand image.
A Immediate and immediate face to the consumer, establish the concept. Face to face declaration, self-explanation introduction, visual reality and emotional harmony. The consumers who appear before the wine are the most realistic or most likely consumers who already have a desire to purchase and are about to purchase. If he has already purchased, he will pay more attention to the inner packaging and appreciate the quality of the wine. The object of introduction is nothingness, love is in touch with the reality, and the success rate is high. Obviously the latter is much more worried. The reason is the same. Grasping the present is grasping the future.
B Compared with various advertisements, promotion costs are the lowest. In the supermarket, our wine can attract every consumer's eyes for five or six minutes. This alone is equivalent to hundreds of thousands of millions of dollars in advertising fees each year. This part of the packaging cost, it is very different from the period cost-sales expenses, therefore, the excellent packaging strategy can not only greatly reduce the cost of drugs, but also can improve product competitiveness and product profitability, can be said to do more with less. In fact, innovative packaging strategies are also part of the improvement of access and improvement of terminals and should be promoted.
C. The high rate of return is easy to stimulate potential demand, that is, sexual purchases. The company's pursuit of shelf-rate is still far from enough, and it should be in line with Gu Rong's eyes to ensure that the customer's eyes stay. All kinds of investment from advertising design to advertising operation are for this moment. If the customer is not satisfied or is competing for the past with the adjacent competing products, it will be a sad investment loss. Compared with various advertising effects, the recall of alcohol packaging stimulates much higher rates. Wine packaging brings together companies and products, making it easier for customers to have a sense of trust and a sense of affinity. The distance between time and space is within easy reach, and general advertising can hardly allow viewers to form a return rate.