Famous brand strategy and packaging awareness in Chinese market

In the big stage of the market economy, brand image plays a pivotal role. Very good product, brand does not ring, packaging is not good, it is not easy to sell. Therefore, the original idea of ​​the brand strategy included packaging, not only the packaging of the product image, but also the packaging of the corporate image.

The brand name of the product must be guided by accurate market positioning. As a form product, packaging should have a market position that is highly consistent with the actual product. For the first time, Moutai’s maotai wines participated in the Expo and entered the international market. Because the image of “Taiyi Cloth Shoes” suffered a cold encounter, but also fortunately its own excellent quality, it was only after the wine bottle shattered that the people returned. This fact has made us happy not only with the sense of quality that "it is hard to beat iron," but also because of the lack of sense of "packaging." When shopping at a shopping mall, it is the appearance and packaging of the product that initially guides the customer's attention. Even if the same kind of goods, if the shape is more unique, more exquisite packaging, even if the price is expensive, customers are willing to accept. A survey by DuPont, the largest chemical industry company in the United States, showed that 63% of consumers buy products based on their packaging. This discovery is known as the "Dupont Law." According to a report from the British market research company, women shopping in supermarkets generally are attracted by exquisite packaging, and the purchases usually exceed 45% of the planned purchases. From this it can be seen that in addition to paying attention to the intrinsic quality of the product, producers and operators must also pay attention to the external quality of the product (such as the appearance and packaging of the product).

Jinhua ham is one of China's famous traditional foods. It has a history of more than one thousand years. Its reputation for color, fragrance, taste, and shape has been a long-established reputation. The Qing dynasty has been exported to Southeast Asia and Japan. Won the Gold Medal of the Panama International Exposition in 1917, and won the National Quality Gold Award in 1981, 1985 and 1991. Zhejiang has more than 140 companies in 22 counties (cities) producing Jinhua ham. But so far Jinhua ham sales of the main packaging is still: the whole leg of the domestic sale - plastic bags + newspapers + hemp rope; ham split packaging, ham heart, ham tablets, using a common compound bag. This kind of crude packaging affected the inherent quality and appearance of Jinhua ham and severely restricted Jinhua ham's popularity in the domestic market and its entry into the international market. In previous years, Jinhua Food Packaging Machinery Manufacturing Co., Ltd. invited Kiris (Hong Kong) Co., Ltd. to hold a Jinhua ham series product packaging seminar in Jinhua City. The theme was to improve the packaging of Jinhua ham and enter the international market. The meeting achieved positive results. During the meeting, nearly 10 ham producers expressed their intention to adopt new packaging. If the newly designed packaging is used, Jinhua ham series products can be both fresh-keeping and beautiful, and they can maintain their original color and shape. This way, Jinhua ham can be popular.

Yangzhou pickles are sweet and crisp, and they were reputed as the “Southern Dishes” for the early and late imperial dishes as early as the Qing Dynasty. At that time, officials and wealthy businessmen who came to the south to handle cases, conduct inspections, and do business had to go around Yangzhou, when they returned to Beijing, to bring some pickles to go back to present relatives and friends or foreign envoys. For a long time, Yangzhou pickles rang out in Beijing and won reputation both at home and abroad. In 1911 and 1915, they won gold awards at the Nanyang Exchange Fair and Panama International Fair. Before liberation, there were more than 70 soy sauce gardens in Yangzhou, with the highest number of three, four, and five. Wufu Sauce Factory, formerly known as Wufu Sauce Garden, is a century-old shop in Yangzhou. It has accumulated rich experience in marinating and processing from long-term production practices. After the Third Plenary Session of the Eleventh Party Congress, the old soy sauce garden was rejuvenated. From the selection of raw materials to cutting and pickling, soaking and smashing, until mechanical packing, Yangzhou was rich in local characteristics. Produced by milk cucumber, pagoda dish, tender ginger, radish head, coriander core, assorted vegetables, sweet pickles, sweet and sour garlic, spicy oil parsley and other pickles are the original flavor, unique. In 1994, Yangzhou Wufu Pickles won a gold medal at the China Food Expo. The factory director is not satisfied with his own production of brand-name products, brand name, reputation, but also not satisfied with their own product quality, sales, but in the continuous improvement of product quality, while continuing to improve product packaging. Over the past few years, he has visited more than 30 sales units and widely solicited opinions from customers. In face of the market reality, he proposed that the Wufu pickles should not only have a name, but must be consistent in appearance. The name brand must be worthy of the name, and the packaging should be consistent with the quality of the internal product. He said: "The quality of products is good or bad, which can determine the prosperity of companies; the good and bad packaging, to a certain extent, can also determine the competitiveness of products in the market." He compared the packaging of his products with other food packaging, and took thousands of supplements for himself. The deputy director took the lead to set up a packaging research group. They obtained cooperation from the propaganda department, advertising design department, culture and arts department, and manufacturers to continuously research and plan the bottle size, bottle shape, elasticity of caps, and trademark designs. The practice of market competition made them deeply realize that Wufu pickles can be heard at home and abroad, production and sales are prosperous, and packaging has contributed.

Today, every manufacturer is not hesitating to work hard on the packaging. The improvement of wine packaging is generally reflected in the rapid renovation, advanced materials, and exquisite production. Whether it is some famous wine manufacturers, such as Luzhou Laojiao, Qipai, Jiannanchun, Quanxing Daqu, Xifeng, etc., or local famous wines, such as: Qinchi Special Music, Jiudian Liquor, etc. Their product packaging is made of high-quality gold Cardboard and paper materials are printed using advanced gravure printing technology. The graphic and graphic design of the packaging are all computer-designed. The texture is rich, the sense of grandeur, the style is high-grade, and it is comparable to foreign wine packaging. It is not easy to counterfeit if you want to fake. All bottle closures use a new multi-structure anti-theft cap. Regardless of the level of packaging or the level of security, this form of packaging has become an unstoppable trend. From the perspective of the outer packing box, the six-packed small packaging boxes are popular in Shandong, Henan, Sichuan, and other regions, and the color printing method is used to print the outer packing box as fine as the inner packing box. Because this kind of small package box is very popular with the market, it can not only be used in the elegance of hotels and restaurants, but also be used as a gift for consumption; in terms of advertising effects, it is also an advertisement in transit.

General Secretary Jiang Zemin pointed out during the visit to the national packaging exhibition hall for technological progress of industrial enterprises: "The packaging is very important, not only the problem of protecting the goods, but also the value added through the improvement of packaging. We must pay attention to this big issue of packaging. In the past when planning economy, product packaging was only reflected in the protection of transportation, so it generally does not attach importance to packaging design, packaging materials, packaging appearance and packaging standards. For a long time, the original backward packaging was relatively common, not only the appearance was poor, but also the protective product role was poor, and the damage caused by poor packaging was quite serious. With the development of the commodity economy and the establishment of a socialist market economy, products that enter the market as commodities will only be insufficient for transportation packaging. They must also meet the packaging requirements that the products are easy to sell and easy to store. In recent years, only attention has been paid to the protection of product packaging, and the economic losses caused by ignoring the preservation of product packaging are also quite serious. We emphasize the packaging awareness in our brand strategy, instead of focusing on which aspect of the packaging improvement, but require all-round improvement.

China currently has few brand names, and there are few internationally famous brands. The expected goal of the brand-name strategy is to create and protect its own brand names, but also to enter the international market. Therefore, packaging should also strengthen the "international awareness." The international market is often a buyer's market with a higher level of consumption. Therefore, our products must create international brand names and packaging must be in line with the international market. To achieve this goal, it is not enough for our packaging industry to maintain its current level. We must rely on the advancement of science and technology and rely on the promotion of new packaging materials, new packaging products and new packaging technologies. At present, the trend of packaging improvement in developed countries is: packaging materials are developing toward energy saving, low consumption, pollution prevention, and high-functionality; packaging products are developing in the direction of recycling and recycling technologies for green packaging; and packaging equipment is being integrated into electromechanical integration, intelligentization, and automation. development of.

Brand-name products represent the image and strength of the country and region to a certain extent. It is also true for an industry. Whether or not you have a large number of high-quality, high-grade, high-level products directly affects the rise and fall of the industry and its survival. As an industry, packaging should not only have a number of well-known, large-scale, and effective brand-name products in the domestic market, but also have the strength to create international brand names and continuously shorten the gap with developed countries. With the acceleration of the integration process between China and the international economy, the domestic market will integrate into the international market and meet the challenges. It is very urgent and important to create and develop brand-name packaging products. Therefore, in the implementation of the brand strategy, the packaging industry should accelerate the pace of advancement in packaging technology, strengthen corporate management with quality management at the core, establish enterprise groups, increase awareness of competition, create brand-name products, and constantly open up markets to promote the packaging industry. development of.