The packaging in the modern market competition should focus on the significance of commodity noumenon, interest, and marketability, and pursue the specific values ​​of multiple personality stylization to meet the needs of consumers. Packaging should be a driving force to promote consumer buying desires. Packaging is the concentration of the market, and it is the sales response. Therefore, grasping the art and strategy of commodity packaging has an important role to play in increasing the sales volume of products and increasing the profits of enterprises.
Today, fierce market competition has, in a sense, manifested itself as a competition in the packaging of goods. The quality of commodities can determine the rise and fall of enterprises; the goodness and poorness of packaging can, to a certain extent, determine the competitiveness of commodities in the market. General Secretary Jiang Zemin once pointed out: "Packaging is very important, not only is the problem of protecting the goods, but it is necessary to improve the added value by doing a good job of packaging. We must pay attention to the big issue of packaging." In order to give full play to the market's message expression and feedback, To adapt to changes in consumer structure and the increasingly diverse and personalized needs of consumers, packaging should change accordingly. It can be said that packaging is the enrichment of the market and it is the reaction of sales. Therefore, grasping the art and strategy of commodity packaging has an important role to play in increasing the sales volume of products and increasing the profits of enterprises.
First, the function and role of packaging in marketing From the macro point of view, the functional performance of packaging on two aspects: First, the nature of protection, that is, natural material functions, such as pressure, shock, anti-mutilation, etc.; Second, social identification Functions, ie social and spiritual functions, such as economic values, ethical roles, production methods, living standards, aesthetic preferences, historical culture, psychological needs, fashion, and other different information. Among the above two functions of packaging, social identification plays a very important role in modern marketing. For example, consumer goods and merchandise for the purpose of marketing require packaging not only to have perfect natural protection functions, but also to have complex social identification functions in order to achieve sales promotion and social needs. This is because the packaging process is an extension of the field of production in the field of circulation. Packaging can expand the market radius of product sales, that is, for an effective natural packaging, can extend the shelf life of the product, so that it can be spread to more distant market areas; packaging can also promote the circulation of goods, that is, a logistics catalytic role. At the same time, the packaging should take into account the characteristics of transportation, so that goods are convenient, easy to transport, reduce transport losses, and accelerate the market's circulation speed. Therefore, to understand the complexity, system, level, information, and space-time characteristics of packaging functions, in the marketing packaging planning, has great practical value and guiding significance. Traditionally, a kind of commodity has an old pattern of packaging products, which should be replaced by a new model of multi-dimensional packaging, multi-demand, and multi-functional packaging. Under the premise of guaranteeing the natural material function of the package, it exerts its social and spiritual functions as much as possible. If the economic function is played well, it will be able to expand the market supply accordingly. At the same time, it can promote the marketing of commodities, strive for maximum economic benefits, and make contributions to the construction of material civilization and spiritual civilization.
In addition, product packaging also has a special function - collection value. Some of the packaging of goods, because of its elegant decoration, beautifully printed, as a collection of art as a person. There is now a sudden rise in the collection industry. This is the collection of cigarette brands. Some non-smoker collectors spend money to obtain cigarettes, buy gifts from relatives and friends, and leave their shells to become a veritable "buy." This virtually competes for more consumers and increases the consumption of goods. Another example is some wine packaging, cosmetics packaging, health care packaging, cultural goods packaging, etc. which are modeled on character modeling, animal modeling, plant modeling and even other arts and crafts. Some of these packaging materials are elegantly shaped and shaped. Wonderful, wonderful; some processing meticulous, beautiful appearance, beautiful; some demeanor, full of fun; some elegant classical, with a traditional culture. Apart from enriching the diversity of the packaging's own family, the value of its collection undoubtedly adds a lot of fun and cultural taste to people's lives.
Second, how to implement commodity packaging strategy in market competition
In a market where competition is fierce and sales are constantly evolving, companies are becoming increasingly important in packaging, in addition to innovation, quality, speed, and service. From a market point of view, packaging is a formal product in the overall product and is an important part of the content. Through it, consumers can generate purchase desires and stimulate consumption. A survey by DuPont, the largest chemical industry company in the United States, found that 63% of consumers buy goods based on their packaging. This discovery is famous: "The Dupont Law." According to a report by the British market research company, women shopping in supermarkets generally are attracted by exquisite packaging, and the amount of goods purchased usually exceeds 45% of the number of people planning to shop at the entrance. In addition to the inherent quality of goods, producers and operators must also pay attention to the external quality of goods (shape and packaging of goods).
(I) Packaging Strategy Emphasizing Commodity Traits
This packaging strategy is mainly to highlight the use, nature, and quality of the goods through the packaging, to give the customer a convenience, a sense of time saving, and to clearly bring the added value or remaining use value to the customer, which is highly favored by consumers.
1, a dose of packaging. It refers to the design of challenge packaging according to the consumer's habits, and the contents are for one use only. Such as instant noodles sold in the market, teabags, and a one-time amount of coffee packaging. (One-time use of packaging is very convenient, deeply loved by consumers.) Another example is Zhenjiang balsamic vinegar introduced similar oral liquid packaging, a box of 12, especially suitable for families who rarely cook. The small package of white sugar is not only convenient to use, but also resistant to moisture and insects, and is well received by consumers.
2, transparent packaging and "window" packaging. Transparent packaging includes transparent packaging and partially transparent packaging. Through transparent packaging materials, some or all of the interior contents of the products are displayed in a transparent form, which enables buyers to directly see the image, color, and quality of the products, which can reflect the natural beauty of the products. It also facilitates customer identification and purchase. Such as Japan's "Epworth" of various models of single, record player, outsourcing with a layer of transparent plastic film, so that consumers can see the inside of the goods at a glance. China's "Golden Emperor" brand chocolate is a rigid transparent plastic box packaging, all kinds of chocolate in the box at a glance, so that consumers can not help but take the initiative, sales soared. Open-window packaging is to open a window in a certain part of the outer package, and is sealed with cellophane or transparent film so that the best part of the product is displayed. This method is used more in food, textiles, light industrial products and hardware packaging. For example, the clothing packaging box usually adopts the form of “window-opening†packaging. The position of the “window-opening†is best in the collar. The food can be seen locally and the whole scene can be known. The window can be smaller.
(II) Similar Packaging Strategies
All kinds of goods produced by enterprises use the same patterns, similar colors, and the same features on the package appearance, so that customers realize that this is the same company's products. This packaging strategy is called a similar packaging strategy. This packaging strategy is not only conducive to marketing, enhance the company's reputation, but also save packaging design and production costs, but also help eliminate and reduce consumer distrust of new products, to create conditions for the rapid opening up the market. For example, Panasonic and Aiwa Corporation's series of products all use similar packaging, designs, trademarks, and colors, so that customers can be seen at a glance and the products are selling well. However, the use of this strategy must be a product with similar uses and properties, or it will offset the role of packaging in identifying goods.
(III) Sleeve labeling strategy
This packaging strategy mainly uses the same kind of goods whose packaging patterns, shapes, and colors are the same or similar. It divides the trademark into several parts and distributes them on a group of goods. Putting together this group of goods is a complete trademark. Pattern or name. Such as a variety of photocopies designed by the tobacco factory, such as exquisite sets of Toppan package. Such as "West Lake" of Hangzhou Tobacco Factory, "Chutian Tour" of Wuhan Tobacco Factory, and "Zhangjiajie" produced by Hunan. These sets of labels have been favored by collectors. In addition, a variety of labels, canned labels, candy packaging, etc., can also use the label strategy.
(4) Packing policy for incidental documents for packaging
The packaging strategy is to include a document in the product package, or a marriage card, a birthday card, or a celebration speech, etc., to provide convenience for some unsociable socializers. Such as the invention of the invention of wine packaging documents attached, that is, in the bottle cap placed a small file, according to the different content of the file, respectively, in the bottle cap surface marked, consumers need to buy different Make a choice. This packaging strategy is a relatively new packaging method, and its development prospects are very broad.
(V) Packing strategy with gifts
There are two forms of feed increase packaging, one is that the package itself is a complimentary product, and the gift is generally a salesperson, which promotes the salesperson to sell more of the company's merchandise. The other is a gift in the package to stimulate the consumer's desire to buy. It is one of the important packaging strategies for modern marketing. It uses the pictures, photos or other gadgetry included in the package to attract consumers, especially the women and children below middle income who are most likely to arouse their repeated purchases. For example, the "ballet" pearl cream produced in Wuxi, Jiangsu Province, entered the Hong Kong market at one stroke and became a popular item in Hong Kong's cosmetics market. It was because the box contained a "pink" pin and gift. In addition, the packaging of complimentary products can also be used to introduce new products and conduct market research.
(VI) Update Packaging Strategy
Due to the increasing development of science and technology, new processes, new technologies, and new packaging materials are bound to replace old packaging processes and materials, creating conditions for companies to open up new markets for their products; secondly, changes in people’s consumption habits, and promote the continuous updating of packaging. . For example, due to the acceleration of the rhythm of modern people's life, it requires the reduction of household labor time and labor, and the gradual socialization of housework. Therefore, there are various convenience foods and canned foods. Various new types of packaging have been produced, such as retort food bags, baked food containers, beverage composite paper cans, and convenience cans. In addition, changes in sales methods have also led to the renewal of packaging. For example, with the advent of supermarkets, customers rely on packaging to “introduce themselves†when selecting products. Therefore, packaging should highlight the image of the product, and trademarks and written descriptions must be very eye-catching.
The purpose of renewing the packaging is to improve the packaging and bring vitality to the products that are at a disadvantage; secondly, to improve the product and update the packaging to make the products that are hot sellers icing on the cake. However, under normal circumstances, when a product is in the hot period, it is not very likely that it will want to improve the packaging, but it is not advisable to begin to realize this problem when the product enters the unsalable period. If you want to keep the momentum of the best-selling products, in addition to the improvement of the products themselves, it is a good idea to constantly improve the packaging. There are usually the following ways to improve the update package:
1, drastic change. That is, a dramatic change to the original packaging, change its original appearance, and present it to consumers in a brand new situation.
2, improved type. To maintain the original reasonable part and bring about new ideas by changing the "deficient", so that consumers still feel that "although they are still familiar" and avoid feeling stranger.
3, gradual type. Often making minor improvements to the original design, adjusting the structure, text arrangement, etc., at the first sight, in the case of consumers are not aware of it, but it is still the original style, but it appears to consumers in a more coordinated and novel appearance.
The improvement of packaging is to change the bad, good change is more innovative, so that consumers feel that the company's products are constantly refurbished, in the continuous upgrading, feel that companies have vitality, thereby enhancing the trust and confidence in the company and products , and then promote sales and prosperity of the market.
(VII) Packing strategies for corporate collaboration
This strategy means that ordinary enterprises have low reputation because of their low reputation, especially when new products come out. It is difficult to open the market temporarily, and it can be connected with large enterprises with strong corporate reputation and strength.
Today, fierce market competition has, in a sense, manifested itself as a competition in the packaging of goods. The quality of commodities can determine the rise and fall of enterprises; the goodness and poorness of packaging can, to a certain extent, determine the competitiveness of commodities in the market. General Secretary Jiang Zemin once pointed out: "Packaging is very important, not only is the problem of protecting the goods, but it is necessary to improve the added value by doing a good job of packaging. We must pay attention to the big issue of packaging." In order to give full play to the market's message expression and feedback, To adapt to changes in consumer structure and the increasingly diverse and personalized needs of consumers, packaging should change accordingly. It can be said that packaging is the enrichment of the market and it is the reaction of sales. Therefore, grasping the art and strategy of commodity packaging has an important role to play in increasing the sales volume of products and increasing the profits of enterprises.
First, the function and role of packaging in marketing From the macro point of view, the functional performance of packaging on two aspects: First, the nature of protection, that is, natural material functions, such as pressure, shock, anti-mutilation, etc.; Second, social identification Functions, ie social and spiritual functions, such as economic values, ethical roles, production methods, living standards, aesthetic preferences, historical culture, psychological needs, fashion, and other different information. Among the above two functions of packaging, social identification plays a very important role in modern marketing. For example, consumer goods and merchandise for the purpose of marketing require packaging not only to have perfect natural protection functions, but also to have complex social identification functions in order to achieve sales promotion and social needs. This is because the packaging process is an extension of the field of production in the field of circulation. Packaging can expand the market radius of product sales, that is, for an effective natural packaging, can extend the shelf life of the product, so that it can be spread to more distant market areas; packaging can also promote the circulation of goods, that is, a logistics catalytic role. At the same time, the packaging should take into account the characteristics of transportation, so that goods are convenient, easy to transport, reduce transport losses, and accelerate the market's circulation speed. Therefore, to understand the complexity, system, level, information, and space-time characteristics of packaging functions, in the marketing packaging planning, has great practical value and guiding significance. Traditionally, a kind of commodity has an old pattern of packaging products, which should be replaced by a new model of multi-dimensional packaging, multi-demand, and multi-functional packaging. Under the premise of guaranteeing the natural material function of the package, it exerts its social and spiritual functions as much as possible. If the economic function is played well, it will be able to expand the market supply accordingly. At the same time, it can promote the marketing of commodities, strive for maximum economic benefits, and make contributions to the construction of material civilization and spiritual civilization.
In addition, product packaging also has a special function - collection value. Some of the packaging of goods, because of its elegant decoration, beautifully printed, as a collection of art as a person. There is now a sudden rise in the collection industry. This is the collection of cigarette brands. Some non-smoker collectors spend money to obtain cigarettes, buy gifts from relatives and friends, and leave their shells to become a veritable "buy." This virtually competes for more consumers and increases the consumption of goods. Another example is some wine packaging, cosmetics packaging, health care packaging, cultural goods packaging, etc. which are modeled on character modeling, animal modeling, plant modeling and even other arts and crafts. Some of these packaging materials are elegantly shaped and shaped. Wonderful, wonderful; some processing meticulous, beautiful appearance, beautiful; some demeanor, full of fun; some elegant classical, with a traditional culture. Apart from enriching the diversity of the packaging's own family, the value of its collection undoubtedly adds a lot of fun and cultural taste to people's lives.
Second, how to implement commodity packaging strategy in market competition
In a market where competition is fierce and sales are constantly evolving, companies are becoming increasingly important in packaging, in addition to innovation, quality, speed, and service. From a market point of view, packaging is a formal product in the overall product and is an important part of the content. Through it, consumers can generate purchase desires and stimulate consumption. A survey by DuPont, the largest chemical industry company in the United States, found that 63% of consumers buy goods based on their packaging. This discovery is famous: "The Dupont Law." According to a report by the British market research company, women shopping in supermarkets generally are attracted by exquisite packaging, and the amount of goods purchased usually exceeds 45% of the number of people planning to shop at the entrance. In addition to the inherent quality of goods, producers and operators must also pay attention to the external quality of goods (shape and packaging of goods).
(I) Packaging Strategy Emphasizing Commodity Traits
This packaging strategy is mainly to highlight the use, nature, and quality of the goods through the packaging, to give the customer a convenience, a sense of time saving, and to clearly bring the added value or remaining use value to the customer, which is highly favored by consumers.
1, a dose of packaging. It refers to the design of challenge packaging according to the consumer's habits, and the contents are for one use only. Such as instant noodles sold in the market, teabags, and a one-time amount of coffee packaging. (One-time use of packaging is very convenient, deeply loved by consumers.) Another example is Zhenjiang balsamic vinegar introduced similar oral liquid packaging, a box of 12, especially suitable for families who rarely cook. The small package of white sugar is not only convenient to use, but also resistant to moisture and insects, and is well received by consumers.
2, transparent packaging and "window" packaging. Transparent packaging includes transparent packaging and partially transparent packaging. Through transparent packaging materials, some or all of the interior contents of the products are displayed in a transparent form, which enables buyers to directly see the image, color, and quality of the products, which can reflect the natural beauty of the products. It also facilitates customer identification and purchase. Such as Japan's "Epworth" of various models of single, record player, outsourcing with a layer of transparent plastic film, so that consumers can see the inside of the goods at a glance. China's "Golden Emperor" brand chocolate is a rigid transparent plastic box packaging, all kinds of chocolate in the box at a glance, so that consumers can not help but take the initiative, sales soared. Open-window packaging is to open a window in a certain part of the outer package, and is sealed with cellophane or transparent film so that the best part of the product is displayed. This method is used more in food, textiles, light industrial products and hardware packaging. For example, the clothing packaging box usually adopts the form of “window-opening†packaging. The position of the “window-opening†is best in the collar. The food can be seen locally and the whole scene can be known. The window can be smaller.
(II) Similar Packaging Strategies
All kinds of goods produced by enterprises use the same patterns, similar colors, and the same features on the package appearance, so that customers realize that this is the same company's products. This packaging strategy is called a similar packaging strategy. This packaging strategy is not only conducive to marketing, enhance the company's reputation, but also save packaging design and production costs, but also help eliminate and reduce consumer distrust of new products, to create conditions for the rapid opening up the market. For example, Panasonic and Aiwa Corporation's series of products all use similar packaging, designs, trademarks, and colors, so that customers can be seen at a glance and the products are selling well. However, the use of this strategy must be a product with similar uses and properties, or it will offset the role of packaging in identifying goods.
(III) Sleeve labeling strategy
This packaging strategy mainly uses the same kind of goods whose packaging patterns, shapes, and colors are the same or similar. It divides the trademark into several parts and distributes them on a group of goods. Putting together this group of goods is a complete trademark. Pattern or name. Such as a variety of photocopies designed by the tobacco factory, such as exquisite sets of Toppan package. Such as "West Lake" of Hangzhou Tobacco Factory, "Chutian Tour" of Wuhan Tobacco Factory, and "Zhangjiajie" produced by Hunan. These sets of labels have been favored by collectors. In addition, a variety of labels, canned labels, candy packaging, etc., can also use the label strategy.
(4) Packing policy for incidental documents for packaging
The packaging strategy is to include a document in the product package, or a marriage card, a birthday card, or a celebration speech, etc., to provide convenience for some unsociable socializers. Such as the invention of the invention of wine packaging documents attached, that is, in the bottle cap placed a small file, according to the different content of the file, respectively, in the bottle cap surface marked, consumers need to buy different Make a choice. This packaging strategy is a relatively new packaging method, and its development prospects are very broad.
(V) Packing strategy with gifts
There are two forms of feed increase packaging, one is that the package itself is a complimentary product, and the gift is generally a salesperson, which promotes the salesperson to sell more of the company's merchandise. The other is a gift in the package to stimulate the consumer's desire to buy. It is one of the important packaging strategies for modern marketing. It uses the pictures, photos or other gadgetry included in the package to attract consumers, especially the women and children below middle income who are most likely to arouse their repeated purchases. For example, the "ballet" pearl cream produced in Wuxi, Jiangsu Province, entered the Hong Kong market at one stroke and became a popular item in Hong Kong's cosmetics market. It was because the box contained a "pink" pin and gift. In addition, the packaging of complimentary products can also be used to introduce new products and conduct market research.
(VI) Update Packaging Strategy
Due to the increasing development of science and technology, new processes, new technologies, and new packaging materials are bound to replace old packaging processes and materials, creating conditions for companies to open up new markets for their products; secondly, changes in people’s consumption habits, and promote the continuous updating of packaging. . For example, due to the acceleration of the rhythm of modern people's life, it requires the reduction of household labor time and labor, and the gradual socialization of housework. Therefore, there are various convenience foods and canned foods. Various new types of packaging have been produced, such as retort food bags, baked food containers, beverage composite paper cans, and convenience cans. In addition, changes in sales methods have also led to the renewal of packaging. For example, with the advent of supermarkets, customers rely on packaging to “introduce themselves†when selecting products. Therefore, packaging should highlight the image of the product, and trademarks and written descriptions must be very eye-catching.
The purpose of renewing the packaging is to improve the packaging and bring vitality to the products that are at a disadvantage; secondly, to improve the product and update the packaging to make the products that are hot sellers icing on the cake. However, under normal circumstances, when a product is in the hot period, it is not very likely that it will want to improve the packaging, but it is not advisable to begin to realize this problem when the product enters the unsalable period. If you want to keep the momentum of the best-selling products, in addition to the improvement of the products themselves, it is a good idea to constantly improve the packaging. There are usually the following ways to improve the update package:
1, drastic change. That is, a dramatic change to the original packaging, change its original appearance, and present it to consumers in a brand new situation.
2, improved type. To maintain the original reasonable part and bring about new ideas by changing the "deficient", so that consumers still feel that "although they are still familiar" and avoid feeling stranger.
3, gradual type. Often making minor improvements to the original design, adjusting the structure, text arrangement, etc., at the first sight, in the case of consumers are not aware of it, but it is still the original style, but it appears to consumers in a more coordinated and novel appearance.
The improvement of packaging is to change the bad, good change is more innovative, so that consumers feel that the company's products are constantly refurbished, in the continuous upgrading, feel that companies have vitality, thereby enhancing the trust and confidence in the company and products , and then promote sales and prosperity of the market.
(VII) Packing strategies for corporate collaboration
This strategy means that ordinary enterprises have low reputation because of their low reputation, especially when new products come out. It is difficult to open the market temporarily, and it can be connected with large enterprises with strong corporate reputation and strength.
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