Packaging: silent salesman
the status and role of commodity packaging in modern marketing activities are becoming more and more remarkable. In the field of marketing, some scholars call package the fifth P parallel to the 4P combination of marketing; In marketing practice, enterprises use packaging to dress up thousands of goods in colorful and charming. After careful market research, the marketers of DuPont, the world's largest chemical company, invented the famous DuPont Law: that is, 63% of consumers make purchase decisions based on the packaging and decoration of goods; Housewives who shop in supermarkets usually buy more than 45% of the items they plan to buy when they go out because of the attractive packaging and packaging. It can be seen that packaging is the face and clothing of goods, and it enters the eyes of consumers as the "first impression" of goods, Hitting the hearts of consumers to buy or not "we are very happy to add these new filament products to our existing product portfolio.
(I) Undeniable fact - heavy cost, expensive tuition fees
in the past, Chinese enterprises did not pay enough attention to packaging, and packaging technology was backward, causing tens of billions of losses to the country every year. According to the statistics of China Packaging Technology Association, the annual economic losses caused by poor packaging in China are mainly more than 15 billion yuan in the establishment of new material innovation system, standard system, equipment system, statistical system, evaluation system, etc., of which 70% are caused by transportation packaging. For example, the breaking rate of cement is 15% - 20%, and the annual loss is 3million tons; The average breakage rate of glass is 20%, and the annual loss is 450million yuan. In addition, according to the statistics of the foreign trade department, due to the backward packaging of export commodities, the country's foreign exchange revenue is reduced by at least 10% every year
the painful lessons of "first-class quality, second-class packaging, third-class price" in domestic and international marketing are numerous
case I: 18 lotus tea sets, China's traditional export product, made a lot of money for foreign investors due to packaging problems. 18 lotus tea sets are of good quality, but they are easy to be damaged and unsightly because they are packed in simple corrugated boxes; It is difficult to distinguish what goods are, and it gives people the feeling of low-grade and cheap, so the market has been bad. Later, after a shrewd foreign trader bought the product, he only added a refined art package to the original package and tied a ribbon, which made the product look elegant and luxurious. At that time, the market was booming, and the value of the product increased sharply. The sales price increased from 1.7 pounds to 8.99 pounds
case II: as we all know, ginseng is a rare and expensive medicinal material. But before the reform and opening up, when exporting ginseng, the relevant units of our country bundled it up like dried radish and packed it in gunny bags or wooden boxes (10kg). It is conceivable that this packaging method of "straw wrapped pearls" can not help but cast doubt on the authenticity of its goods, and greatly reduce the value of ginseng. In this case, despite the low price, the market is still poor. After the market gave us a vivid "marketing" course and foreign businessmen made a lot of profits, our relevant units finally wisely changed the packaging strategy - using small packaging (one or two), equipped with silk brocade boxes, or using wooden boxes covered with cellophane covers. Such "costumes" are elegant and generous, which fully demonstrates the rarity and rarity of ginseng. As a result, not only the market opened up, but also the selling price per ton increased by 23000 yuan compared with the past, doubling the profit of commodities
case III: when selling their "fist" product, pickled mustard, Sichuan people first sold their goods to Shanghainese with large jars, 1-integrated projects and 1-integrated operation solutions throughout the life cycle of the factory; Shrewd Shanghai personality mustard is upside down in a small jar and exported to Japan; In the case of poor sales, Japanese businessmen sold preserved mustard imported from Shanghai to Hong Kong businessmen intact; Hong Kong businessmen, who are resourceful and innovative, divide pickled mustard into vacuum bags in the form of blocks, slices and silk, and then sell it back to Japan. From the "travel" of pickled mustard, it is not difficult to see that businessmen from all sides have made money, but it is Hong Kong businessmen who make "big money" by packaging
now, although most enterprises in China have the concept of "selling goods for a piece of skin", they not only pay attention to the protection function of packaging, but also pay attention to the promotion function and value-added function of packaging, and recognize the role of packaging as a "silent salesman", they have paid a heavy price and paid high "tuition fees" after all
(II) three enlightening stories - "buying pearls and returning pearls" new interpretation, Maotai liquor "golden list nomination", brandy "glory is becoming more and more expensive"
story I: Han Feizi, the Foreign Reserve said the top left "recorded a story of" buying pearls and returning pearls ": a person in the state of Zheng bought a pearl with a beautiful wooden box from a merchant in the state of Chu, and actually left the box and returned the Pearl to the merchant in the state of Chu. The reason is that the "cabinet of Magnolia", then "smoked with cinnamon pepper", and "decorated with jewelry" in the exquisite packaging box (椟) has "covered up" the luster of the treasures in the box. No wonder Zheng people don't love treasures but beauty. The original intention of this story is to satirize the stupid behavior of Zheng people, but today we can understand this story from the perspective of marketing: in marketing, we should always pay attention to the packaging of goods, and be good at using the magical packaging effect of "fine matching Meizhu" to please buyers, attract customers, and achieve the purpose of "loving Meizhu" to expand commodity sales
Story II: at the Panama International Expo in 1915, Maotai, a famous Chinese liquor, failed to enter the preliminary selection because of its rough packaging and indecent shape, which made foreigners look down on it. At this "critical" juncture, a businessman participating in the exhibition in China was quick witted. He "accidentally" broke a bottle of Maotai on the ground, and immediately the aroma overflowed, attracting everyone and conquering the hearts of the judges, so that Maotai was "nominated for the golden list" and "proud of the international market". This story shows that the "Maotai people" at that time lacked the overall concept of goods, only paid attention to the internal quality of goods, and ignored the external quality of goods. It tells us that in modern marketing, we should pay attention to the internal quality and external quality together, so that "a good horse must be equipped with a golden saddle", and a good commodity must have a good packaging. If we still adhere to the old concept of "as long as the quality of goods is good, there must be a market", and still adhere to the practice of "gold and jade in it, the failure is beyond it", the result is bound to repeat the mistakes of Maotai
Story III: maldale company, which is famous for producing cognac brandy in France, has produced brandy for Royal and high-end hotel banquets since 1715. In order not to reduce the value of such treasures, the company has given corresponding packaging. XO, the best-selling brandy produced by them, is packed in crystal glass bottles, which are also packed in exquisite boxes with Jinyu printed on them; Another brandy better than XO, the outer packing box is velvet, which can be opened like a jewelry box. Such packaging and packaging, in turn, set off the value of famous brand goods and greatly improve the added value of goods. Its purpose is to make people feel that there is rare wine inside and win customers who pursue famous brands and luxury. In addition, in order to make customers familiar with and like its products, and to retain customers, the company has maintained its traditional packaging for nearly a century and insisted on not changing its packaging strategy
(III) packaging winning skills - consistent inside and outside, adaptability, psychological strategies, clever use of color
skill I: consistent inside and outside. It is necessary to establish a correct concept of commodity packaging, not only to prevent the phenomenon of "gold and jade in it, but also to prevent the behavior of" gold and jade in it, but also in it ". If you cheat customers with your "embroidered pillow" hand progress less than half a paragraph, you will end up "lifting a rock and hitting yourself in the foot". Please remember the advice of marketing experts: "if you are bitten by a snake once, you will be afraid of the well rope for ten years". Customers who were once cheated will not be cheated for the second time. At the same time, "cheated customers will say bad things about the product to 11 acquaintances; while satisfied customers will only say good things about the product to 3 people."
skill II: adaptability. ① Packaging should vary with the use of the goods. The famous French perfume industry has a famous saying: "a beautifully designed perfume bottle is the best salesman for perfume." French perfume is divided into five fragrance types. Each perfume with different fragrance has different shapes in its packaging bottle. For example, there is a kind of men's perfume with a fragrance similar to forest and wood. Its packaging bottle is designed to be as tall as a tree, and it is equipped with a natural color thin strip carton that can remind people of wood; Another perfume, called "Gaoshan", is designed with a rotating bottle. These unique and associative packaging can naturally stimulate customers' desire to buy. ② Packaging should vary with the way of sale. If your goods are sold in supermarkets, chain stores and convenience stores with open shelves and are selected by customers themselves from the shelves, you should pay attention to the packaging of goods from the following two aspects: first, the packaging should be attractive, so that customers can pay attention to it when passing by the shelf and want to take it off the shelf to have a look; Second, because there is no one to sell, the product manual must be understood by customers as soon as they read it, and they can use it. Otherwise, if customers don't understand how to use it, how dare they buy it? ③ The packaging should be commensurate with the value of the goods. It is designed according to the size of the commodity value into three grades: high, medium and low, and uses packaging materials and packaging materials that match its value to meet the needs of consumers at different consumption levels. We advocate proper commodity packaging and oppose excessive packaging and large packaging of small commodities. Appropriate packaging can set off the value of goods, which will greatly improve the added value of goods
skill III: psychological strategy. Consumers' different preferences for commodity packaging directly affect their purchasing behavior, and over time, they will also form an inertial purchasing psychology. Therefore, in the shape, volume, weight, color, pattern and other aspects of commodity packaging, we should strive to be consistent with consumers' personality psychology, and achieve the coordination between packaging and commodities in sentiment, so that consumers can understand the characteristics of commodities in a certain image. For example, the packaging of women's products should be soft, elegant, exquisite and chic, highlighting artistry and popularity. The packaging of men's products should be vigorous and rough, bold and unrestrained, highlighting practicality and scientificity; The packaging of children's products should be vivid, colorful, interesting and knowledgeable, so as to induce children's curiosity and thirst for knowledge; The packaging of youth products should be beautiful, novel and chic, highlighting the popularity and novelty, so as to meet the young people's psychology of novelty and difference; The packaging of articles for the elderly should be simple and dignified, safe and convenient, highlight practicality and tradition, and try to meet the realistic and habitual psychology of the elderly