Packing weapon to determine the winner (top)

When you walk into the supermarket, you see a wide array of goods. What you see is usually not the product itself but the packaging of the product. This package makes your heart move, and goes straight to the past to pick up and put it down; the package makes you feel uncomfortable, although the brand is too big to change you to sniff it; other, you are not right, feel free to pick up You may find some places that are attractive to you and put them into shopping baskets. Perhaps you still can't let your heart move, shake your head and let go. In the store, different packages will launch offensives for consumers for different products, compete for customers' eyeballs, impress customers, and encourage customers to purchase.

This is actually a fierce competition, a competition based on packaging as weapons, and only sharp opponents win.

First, the icebreaker entering the negotiation

The author's point of view: good packaging can open a smooth road for the product to enter the terminal.

Every salesman of a consumer goods factory will have such experience. When negotiating with the purchasing manager of the store, after greeting, when the clerk takes out the product model, the other person's first sentence must be: "You're not able to package this product!" Inexperienced salesman will be caught one by one. Awkward, lost some confidence, the next negotiation is on the downside, subject to control. Experienced clerk is aware that this is actually a trick for the sneaky procurement executives. No matter how good the shot is, it will give you a disrepair. What the business needs to do is to patiently compare its own product packaging with the packaging of other brands of the same product and report the merits, until the other party smiles and says, “This product packaging really does not work.” And turn the issue to the next one.

Although packaging accounts for a small proportion of the entire entry negotiation, but because it is the first bargaining chip in the negotiations, if your product is packaged well and clearly outperforms other brands, then your negotiating bargaining power will be large. It is easy to pass the first pass. The first round is good, and the next round of negotiations will be smooth. On the contrary, the packaging of your product is indeed lackluster, then your bargaining chip is small, and the initiative is in the hands of the other person. The first level will be very sad, and will set obstacles for each of the following links. Killer to suppress, so that the entry conditions become harsh; even caused the entrance of the ice, the first pass can not go, so that the entry negotiations can not go on. The efforts made before will be disastrous, and the market will be difficult to open.

Is the ice blocking road, or is it an icebreaker that opens up a thoroughfare, it is whether the packaging of your product can meet the taste of the store. In addition to seeing whether the packaging of your product will be welcomed by consumers, the purchasing executive will also value whether it meets the requirements of the store itself.

First, convenient bar code management

Nowadays, the goods in each store are less than tens of thousands of specifications, as many as tens of thousands of tens of thousands of people can be imagined, and the complexity of merchandise management. If the packaging of goods is confusing, it is no less than a disaster for management.

The management of goods in the store is mainly carried out through barcodes, and there are as many barcodes as there are product specifications. Therefore, the bar code on the package must be clearly identifiable. Different varieties of the same brand under different specifications must not be repeated, and can not be confused with other brands of bar codes. The printing position of bar code should be easy to read by POS machine. According to the manager of a Class B store, more than two products will be kicked out of the court every month for this reason. He said: "In fact, there are several products that are quite good for sale, but it is not clear where the bar code is printed or printed. It is not always possible to read the POS machine. It is always a matter of asking people to look specifically at the number on the label, which is a waste of time. The manpower made the customer dissatisfied. No way, we had to call it out."

Responsiveness Tips: When you print your originals before packing, put them on the POS machine and try to see if the barcode reading is convenient and correct.

Second, to meet the requirements of the promotion (stores, piles, floats overall effect)

Promotions are events that are performed almost every day in every store, especially in the days of Saturday and Sunday, statutory holidays and traditional festivals, and the transition of the season. Promotional activities are in full swing. There will be requirements for packaging here - whether it is convenient to carry out promotions.

Whether you can do a good job of promotion, the atmosphere is very important to create, which requires packaging can help create an atmosphere. If a gray and unwrapped package is placed in the middle of a store, it will not be coordinated and will not be selected as a promotion target. Bundling is a commonly used method in sales promotion. Generally, two or more packages are bundled together with a yellow plastic tape printed with a “preferential equipment”. If the packaging material is fragile, it is easy to break with a strip of rubber, so it is not suitable for bundle promotion. For another example, a large number of goods placed together as a pile in the store is a common form of promotion. If the packaging of goods is soft and inelastic, easily deformed, and when piled together in large quantities, the packaging placed on the lower layer is pressed and deformed, completely losing its sales, and sales promotion becomes sluggish sales. There is also a more serious situation where the product in the package is crushed. Not long ago, a customer service manager of a DNG warehouse supermarket stated such a thing: “At the time of June 1st, we promoted supermarkets. Among them, one supplier of YL sesame cake was very supportive. The profit margin was large and the promotion was successful. To a lot, but on June 2nd, we received a lot of complaints and the customer said that they bought a YL brand sesame cake and went back and opened the bag for a look. It was found that it was not sesame crisp but 'smashed sesame', which made us very passive. Later, when we took apart the product packaging, we found that the plastic used in the small box containing sesame crisps was too soft to provide protection. The next few layers in the pile were easily crushed. Originally it was a supermarket and supply. The company’s very pleasant cooperation was stirred up by a small plastic box, so our company specially opened a meeting called the procurement director of each department and the customer service manager of each store to report this situation and request Purchasing personnel should pay special attention to this detail in their subsequent purchases to avoid the recurrence of such incidents."

Responsiveness Tips: The pursuit of a unique style in packaging design must also take into account the creation of a promotional atmosphere. Try to avoid designs that are all black and white. Packaging materials cannot be reduced in quality in order to control costs. They must both maintain the shape and protect the integrity of the contents. It is better to design several packages to meet the needs of different seasons and festivals. In particular, foods such as cakes and beverages are sure to be welcomed by the stores if they can be used for festivals and seasons. A product of several types of packaging, for the average manufacturer is not easy to operate, you can leave blank in the initial design of the packaging. In addition, several different types of adhesives are printed and printed on the blanks of the packaging during different seasons and holiday promotions.

Case Special Comments: Every Christmas is a golden holiday for chocolate promotions. However, in last year, Guangzhou's supermarkets and supermarkets occupied the best chocolate brands are not Dove, Jinsha and other brand names, but several unknown small brands. Why do the purchasing managers of these stores make these small brands come in smoothly? Of course, it is not that they are good-hearted. The big key is packaging. The chocolate makers of these brands have their originality. Instead of putting the chocolate in the usual plexiglass or tin box, they are separated by a piece of colored cellophane and put on a green plastic stick. It's like a rose. This packaging that caters to the consumer psychology is, of course, an excellent promotional item at Christmas and will naturally be welcomed by the store.

Third, the safety of supermarket stacking

A so-called poison gas incident took place in a large supermarket in a northern city in the past year, causing great panic and causing a lot of losses. It was later discovered that the cause of the accident was an unqualified insecticide package and a gas leak. Dozens of bottles of pesticides add up to scary odors, and are considered poisonous. In addition, the purchasing manager of the store is particularly sensitive to the safety performance of the packaging of beer, carbonated soft drinks, and toilet washing products.

Responsiveness Tips: The quality of packaging materials must be guaranteed. After the packaging is designed well, it should pass the inspection and certification of some authoritative organizations. It is assured that the procurement managers are also assured.