The design of the hottest white wine bottle needs

2022-10-15
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White wine bottle design needs to have strong market observation

what kind of packaging does Baijiu need? This is really a problem worth thinking about. Why? Because the proper packaging of Baijiu will directly affect its cognitive rate, distribution rate and market share, which is definitely not exaggeration. If the price of a new brand produced by a manufacturer is about 50 yuan, if the product is packaged in high-end porcelain bottles, plus brocade boxes outside, in a word of conscience, as consumers, no one will buy such wine, because consumers have a steelyard in their hearts, a bottle of Baijiu is only 50 yuan, and the packaging cost accounts for almost half, then the quality of Baijiu must be greatly reduced, whether to buy wine or packaging? Of course, I will eventually give up choosing this brand with "moisture"

now a kind of packaging is still very popular. The whole transparent glass bottle is wrapped with kraft paper, and then a hemp rope is tied to the mouth of the bottle. When it first came to the market, consumers felt that this kind of wine was very alternative and eager to try. However, for a long time, coupled with some inadequate imitation, some brands used this kind of packaging and even gave people a bad image of rough manufacture. Finally, the packaging planning became a gimmick, and the product was hung by hemp rope

the practice of tying hemp rope "Jiugui Liquor" was used first. At that time, the packaging of "Jiugui Liquor" gave people a rough and informal feeling. Coupled with the quality of "Jiugui Liquor", it soon won the recognition of consumers. It can be seen that the packaging of Baijiu needs a breakthrough in connector technology, combined with its taste and marketing culture, because Baijiu can only be marketed with a theme. The theme of "hundred years of solitude", which was very popular in the past, is a kind of transcendence or standing out from the crowd. If its packaging is accompanied by pictures and texts of a large number of road goods, the taste and culture of this wine will be strangled, and even consumers will think it is neither fish nor fowl, so they will give up choosing it

let's take a look at the packaging practice of "little silly Fairy". The bottle of "little muddle headed Fairy" is a cylindrical porcelain bottle similar to Maotai wine. The reason for adopting this follow-up packaging strategy, "little muddle headed Fairy" has an obvious purpose, because "little muddle headed Fairy" wants to make consumers feel familiar through this measure, and finally achieve the cognitive effect of "Maotai Town handed down wine", so that it is rooted in Miao Hong, or "tied to a famous family". Therefore, packaging planning has something to do with the business purpose it aims to achieve. Sometimes it can be quickly recognized by consumers through imitation, and originality can be more easily distinguished from competitors

another point that cannot be ignored is that Baijiu, which plans to join the ranks of famous brands, should do a good job in the design of anti-counterfeiting packaging from the beginning. Anti counterfeit packaging can not only be more easily identified and protect the interests of consumers, but also, as an advanced packaging culture, it is an effective promotion strategy in a period of time. From appearance patent application to anti-counterfeiting, from packaging box anti-counterfeiting to container anti-counterfeiting, when fake wine is flooded, this kind of packaged wine is more acceptable, although its packaging cost has increased

how to make packaging competitive

imitation, leveraging and even anti-counterfeiting are all factors that must be considered in Baijiu packaging, but more importantly, the packaging planning of Baijiu should be based on the extension of the Baijiu product positioning, so that packaging can become a competitive force. Only Baijiu packaging that achieves this purpose can be considered successful. It needs to pay attention to the following aspects in the specific operation:

1. Find out the favorite of Baijiu in the target market and implement the imitation strategy. It should be noted that we should find imitation with close price and popular packaging, so as to ensure that it will catch fire in the shortest time, but we must first digest the essence of others' packaging design before imitation, so as not to get involved in a lawsuit due to infringement. The quality risk insured mainly guarantees the risk of replacement or return of the contract user enterprise caused by the quality defects of new materials

2. The packaging design should be consistent with the product demands. That is to spread the connotation of the brand. Take "jishiyuan" wine as an example. The selling point of this wine lies in the word "Yuan". It can not only be the medium for lovers to talk, but also become the preferred brand for wedding banquet and wedding wine. Therefore, the packaging must focus on these two points. Target or potential consumers may have a desire to consume when they see "jishiyuan", so the packaging of "jishiyuan" can be called a success

3. Design the package according to Pareto 80/20 rule. We still take "jishiyuan" as an example. If 80% of the sales of "jishiyuan" comes from 20% of the wedding banquet market, then in terms of packaging strategy, we should tilt to the appeal of wedding banquet. Through the packaging design, let consumers think that the wedding wine should be "today's fate", or "today's fate" is the best wedding wine. Invisibly, the 80/20 rule has a good guiding role for the packaging, which enables the distillery to use the power of packaging design to influence consumers' purchase decisions as much as possible

4. Wulitou packaging. In fact, it is an innovative packaging strategy, and the most typical work is "Hewang wine" by Wangwang group. "Hewang liquor" is a brand-new type of Baijiu, which will also provide an inexhaustible driving force for the extruder industry. It is purer and more beneficial to the human body. Why is the packaging of "Hewang liquor" unreasonable? Because it is very different from the packaging of traditional Baijiu. Its design idea inherits the style of other products of Wangwang group - affinity and casualness. This refreshing packaging is very popular, but ultimately died in the cognitive deviation of product positioning. Is "Hewang wine" a healthy wine, pure wine or a wine that highlights the auspicious implication of "Hewang according to the statistics of Yahua consulting"? A brand is loaded with too much connotation, but it turns out to be "four dissimilarities". The introverted packaging does not play its due role

5. Cost awareness of packaging. The choice of packaging must be cost conscious, which is based on the summary of consumers' psychology. Today, with the increasingly rational consumption of Baijiu, Baijiu, as a fast-moving consumer goods, also pays attention to cost performance, and the quality and price must be absolutely competitive before it will be favored. The elegant and luxurious packaging or extreme emphasis will make consumers feel that the wool is slaughtered on the sheep, because in the Baijiu market, it is difficult to achieve a certain grade of wine with a price of about 50 yuan, although its Hotel terminal price may be 100 yuan

6. The trend of packaging materials. Health and environmental protection have begun to receive strong attention from consumers. In this case, it is even better for Baijiu manufacturers to adopt low-cost green packaging. Purple sand packaging, recycled paper packaging and vine packaging will all become the dominant packaging materials, especially vine and recycled paper outer packaging, which will lead the packaging material market with low price and health concept

7. Safety of packaging. The safety of packaging is not only reflected in whether it is environmentally friendly, but also in its sealing performance, whether it is convenient for transportation, and whether it affects the quality of wine and human health. It mainly refers to the packaging of containers. For example, plastic bottles are not conducive to the long-term storage of Baijiu, nor can they reflect the taste of Baijiu. Therefore, the "Jianzhuang" of plastic bottles can only be low-grade products, which takes into account transportation factors and ignores health factors. In addition, the poor fire resistance of plastic bottles has high requirements on the fire-fighting capacity of storage

a seemingly simple packaging problem actually reflects the market awareness, marketing level, safety awareness, environmental protection concept and cost awareness of Baijiu manufacturers, so the design of Baijiu packaging should be comprehensively considered. Packaging can become the market competitiveness of Baijiu. Undoubtedly, it is successful. This is also the policy that Baijiu packaging needs to follow

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