Product packaging and sales

Seeing the exquisite beer on the counter, but let me have the same impression of deja vu, pick and choose to go to the end is also difficult to choose, this loss of consumer psychology is the negation of the existing packaging of beer. Re-understanding the role of product packaging is closely related to future marketing.

First, the role of product packaging in product sales

1, packaging is a sales force. "Han Feizi's Foreign Reserve says Left" records a story of "Buying and Returning the Pearl": A Zheng Guoren bought a pearl from a merchant in Chu that only had a beautiful wooden box, leaving the box behind and leaving the pearl Returned to Chu merchants. In a sense, it is the miraculous packaging effect of “fine blending with beautiful beads”, attracting customers, successfully attracting consumers’ attention, and making them have the urge to purchase if the pearl is placed in a broken package. In the middle, pearls are precious, and I believe no one will be interested.

In today's extremely rich commodities, consumers pay very little attention to each product, and they must seize the eyes of consumers from the shelf to sweep the moment. Only packaging can comprehensively use elements such as color, shape, and materials, and at the same time express the connotation and information of products, brands, etc., highlight the common points of products and consumers' interests, create a more intuitive impact on consumers, and then affect consumption. The impression of the product and the company makes the product stand out on the shelf, effectively accomplishing the purpose of attracting consumers. The packaging of a product first shows its sales force, and it bears the main function of attracting consumers.

This summer, a streamlined large-capacity cup with bright colors and exaggerated style has earned a lot of eyeballs. Many people in the streets are slow-drinking while holding this cup. In fact, these cups are used by McDonald's in a promotion event this summer. The container, due to its unique shape, set off an upsurge in the market. It was originally planned that the six-week event would end prematurely because the cup was used up. The reason why McDonald's was successful was to use the sales force generated by packaging. People have become accustomed to the simple shape of beverage packaging. McDonald's so-called "colorful cup" successfully seized the eyes of consumers and succeeded.

2, the packaging is a recognition. The reason why “Buying and Returning the Pearl” is considered to be a joke. This means that the packaging function of “椟” has been misaligned. The reason is that it is “the cabinet of Mulan” and then “grilled with cinnamon and pepper” and “embellished with Jewelry's exquisite packaging box (椟) "covers" the brilliance of the treasures in the box. No wonder that Zheng did not love treasures and loved them. Although successfully attracting consumers and buying the packaging left the product, the essence of the package is that the core of the package did not highlight the appeal of pearls (products), and such product packaging also failed. Although current consumers will not “buy and return”, the beer will be drained and bottles will be removed. It is also necessary for consumers to fully understand the functions and features of the product after seeing the packaging. A product's packaging can not only require a beautiful design, but also allows the product to speak for itself, the product's features, characteristics are expressed appropriately, the size of the communication in front of consumers directly affects the size of a product in the market. Performance is good or bad.

3, packaging is a brand power. The 21st century has entered the era of brand consumption, and has entered a personalized consumer era. Consumers buy goods not only to meet material needs, but also to value the personal satisfaction and spiritual pleasure that products can bring to themselves. Rely on packaging. The external performance of packaging as a brand is what the company wants its own brand to give consumers. The difference that it produces and the "brand features" that it displays thus make it a dominant factor in attracting consumers. The material interests and spiritual benefits carried by the packaging are what the consumer buys. The brands represented by the packaging must form a mark in the mind and fully express the brand's connotation. If the connotation is not or not prominent, the consumer hears and sees that the packaging does not produce associations, making the brand a passive source of water.

4, packaging is a cultural force. The core of packaging is not only reflected in the appearance of the image, it is important to show the integration of personality and affinity, the effective display of the carrying culture.

For example, in the marketing of mineral water, due to the difficulty of distinguishing the taste, various manufacturers have adopted packaging to attract consumers, and some trendy and brightly colored bottled water has been favored by consumers. However, with its unique portable carrying function and convenient drinking, it has gained the recognition of a specific consumer group - the youth consumer group. The features of the “new new humanity” and “gone with the time” of the contemporary youth are the prominence of individuality, self-expression, coolness and fashion. They are a synonym for "new new humans" and they are both more practical and "hyun". It was taken for granted. Here, product packaging once again interprets the concept of “who caters to the consumer culture who gets the market”.

5, packaging is an affinity. Product packaging is consumer-centric and meets the different needs of consumers, while bringing affinity to consumers.

As can be seen from the above, packaging plays an increasingly important role in marketing, has been given more features, packaging is no longer considered to be a waste of resources, and become an important part of the marketing strategy. To make a good performance of the packaging of their products on the market, the intention of marketing must be reflected on the packaging.
Second, product packaging is a reflection of marketing intentions

1, unified with marketing identity.

a: Unity with the basic color of marketing. The basic color used in packaging is a designated color used to symbolize the company or product characteristics. In the process of product information transmission, there is a clear visual recognition effect in the market competition and consumers. Packing gives full play to the conveying function of the basic color. It embodies the relationship between color and marketing concept, reflects a product information transmission, and reflects the company's business philosophy and product characteristics. Through the use of the basic color, the packaging will enhance the visual impact, make the packaging effect infective, and maximize the creation of visual induction.

b: Uniform with marketing's logotype. The marketing logo has the function of visual cognition and identification of the product. Product packaging uses unique personal identification to differentiate between competing companies and their products. Product packaging adopts visual symbols of overall planning and design to create unique personalities and strong impacts, enabling packaging to reflect the company’s business philosophy and corporate culture. Features and product content directly affect the consumer's confidence in the quality of the product and the recognition of the company's image.

2, with the era of marketing unity. In the face of fast-growing society, ever-changing life and ideology, and constant market competition, modern enterprises must have distinctive characteristics of the times.

3. Uniformity with marketing differences. To highlight the differences between competing companies, there must be new and unique ideas, the characteristics of corporate personality, but also expressed in a visual art language. Packaging should be injected into the corporate culture of ideas and concepts, in order to convey a distinctive and outstanding corporate image, to achieve the purpose of differentiation strategy. Packaging is not only a pattern design, but it is necessary to transform the conceptual image of the product into a visual image, and to experience the concept through the visual and create both commercial value and artistic appreciation value, with a vivid and concrete emotional image. It manifests itself in promoting the deepening of the idea of ​​the logo theme so as to achieve the purpose of accurately transmitting corporate information.

4, with the appeal of marketing unified. Product packaging should be suitable for consumer psychology, have a clear descriptive, directly to the product or brand to the audience, and visual, auditory transmission of information at the same time, strengthen corporate image and brand appeal to enhance the image of the logo, the meaning of the standard font more Completeness, easy to identify. Every detail is carefully considered, reflecting a personality, an attitude, and even a belief in the brand. To achieve this goal depends on the packaging that is designed after scientific analysis and positioning. It is best to test it on the shelf of the shopping mall in advance and see if the packaging can enter the mind of the target consumer and continue to improve until the trend Perfect.

Third, the marketing point of view beer packaging

1, the miniaturization of capacity. Domestic beer packaging has been dominated by large bottles of 640ml, and small bottles of beer below 500ml accounted for a small proportion. However, from the perspective of convenience and safety, the vials are no doubt better than the big ones. Du Lujun, secretary general of the Brewery Branch of the China Brewery Industry Association, pointed out that the development trend in the future is that the beer bottle will develop to a small capacity, mainly 300 to 500 ml.

The vial of beer has many advantages. In a test of taste, we took out a vial of 330ml and a 640ml of beer. The actual contents were the same, but the result of the review was that the vial had a better taste and a higher grade of the product. The vial first gives a delicate feeling, and it is this feeling that determines its grade and taste. The grade and taste are important factors that determine the purchasing power of beer. The packaging of small bottled beer will dominate the trend of beer.

2, the diversification of packaging materials. Liquor can be packaged in a retro style that reflects the history of culture and the quality of cellaring, bringing back consumers' memories of wine culture for thousands of years. Unlike liquor, the positioning of beer is nothing more than fashion, passion, and exclusivity. These positions need packaging to set off, and these packages are time-sensitive. In order to embody fashion, passion, and respect, they need constant development to update beer packaging, outdated packaging. More and more consumers are not favored. In order to reflect the difference and characteristics between itself and the competition products, the beer companies will make extensive use of new packaging technologies and new technologies to try to present novel packaging for high-end beer, such as the now popular transparent white bottles, transparent color labels, and giving people a visual sense. Intuitive impact, giving a new high-end feeling. This novel pursuit of beer packaging will create a diversity of beer packaging.

3, innovative packaging methods. Innovation is the driving force behind the development of product packaging. The army of beer consumption is a young generation. Most beer companies target them as target consumers. The characteristics of this group of consumers are to catch up with the trend, to have curiosity and freshness with new things, and to Staying in them means seizing the market. Many successful companies have created a new bright spot through product packaging innovation, so as to gain market initiative. Beer company is a foreign culture, and it is difficult to use the connotation of the time in the brand appeal. It is necessary to adopt a variety of new technologies on the basis of preserving the old image and make the packaging more distinctive in terms of the times. The update of packaging represents the spirit of innovation, innovation, and excellence in the company, avoiding the increasingly rigid and obsolete images left by consumers.

Fourth, the role of product packaging in marketing will become increasingly important