Abstract: From the marketing model of existing commodities, from retail sales, specialty stores, and supermarkets to integrated sales, how to adapt the existing marketing forms to the feasibility of the packaging design of the goods, and to provide some feasibility The program, such as diversification of product specifications, product packaging is conducive to recycling, focus on brand image, display packaging affinity and so on.
Keywords: sales; supermarket; consumer market; brand
The so-called sales means that the company promotes products and services to customers on the basis of the current business. The success of sales requires companies to actively focus on realistic efforts. Marketing, on the other hand, considers how to establish a system that enables companies to respond effectively to changes in the environment and customer needs. The marketing that we understand initially means that various combinations of market factors affect the market supply, and these factors include promotion, promotion, and organized sales activities. In the brief history of marketing, marketing has been constantly self-development, self-improvement, and formed the current system, from which we can easily find that even if the theme is constantly evolving, its core essence is to meet consumer demand is unchanged Therefore, the American scholar Philip Kotler gave the following definition of marketing. Marketing refers to the sale of suitable goods and services to the right people at the right time and in the right place through appropriate communication and promotion. Specifically, the true meaning of marketing is to listen to market demands and meet market demands. Create profits. After the 20th century, the market competition has already competed from the opportunity competition and factor competition to the system competition, and the marketing model represents the main force of a company. As one of the rapidly growing industries in China at the end of the 20th century, packaging has received increasing attention and attention from all walks of life. According to a survey conducted by DuPont, 63% of consumers choose products based on their packaging. Different packaging makes people have different understanding and understanding of products and companies. In the process of commercial marketing, the commercial value of packaging has also become increasingly apparent. However, when we look at the products around us, more similarities and imitations cause consumers' visual confusion. Also appeared. The phenomena of first-class goods, second-rate packaging and third-rate prices have caused many commodities to be in a disorderly state of competition. How to build packaging design under the premise of market culture and accurately grasp the positioning of the consumer market. Under different marketing situations, making product packaging more and more suitable for consumers will be a long-term and complicated process for packaging designers. How can we package our products under the current marketing form? The following aspects are discussed.
In the consumer market, the products we sell are generally sold in the form of retail sales, specialty stores, and self-selected goods. For different marketing formats, we should adopt different packaging design strategies.
The traditional retail form generally refers to the small-owner marketing. This form of marketing covers all corners of the country. It is mainly concentrated in densely populated areas, residential areas, large-scale factories, and schools. The scale of its operations is small and the area is small. The goods that people purchase are basically all commonly used and urgently needed. This type of sales requires the operator to have a complete variety of goods, a simpler package of goods and a more affordable price. In the traditional form of small owner operation, for the packaging of goods, one of them is a simple package that is conducive to recycling. In general, the sales of simple packaging are widely distributed, and the sales volume is large and the relative profit is low. The form of sales. For seasonal beer sales, sales of glass bottles in retail outlets are much better than those in cans. After recycling, only bottle stickers and labels are needed. This reduces material consumption and product costs. The cost will undoubtedly increase sales. Second. Variety of product packaging specifications. Such as home rice packaging, from 5kg, 10 kg, 15 kg, 25 kg and so on. Diversification of specifications can lead to diversity of choices while also reducing the waste of resources. Today's families come in many forms. Multi-standard packaging can bring different consumer groups. At the same time, they also remind manufacturers that your products must increase market share. The diversification of specifications is a factor that must be considered. Third, the packaging color is unique, but the material cost and printing cost should be controlled within 15% of the product price. Winter pots and cold drinks in the summer will bring a large part of the consumer groups to small retailers. If the two use gray tone and dark tone in color, regardless of the edible color of food, it is believed that the goods will be unsalable. On the contrary, our common brand of cold drinks, hot pot bottom material, its bright and bright colors, will bring the sales will increase. Therefore, the packaging design of goods in the small retail industry should be considered in terms of cost savings, rationalization of use, bright colors, and ease of recycling.
Store marketing is a form of traditional retail business to modern commerce. It is a service marketing model that integrates image display, communication, product sales, and after-sales service to operate all products under the same brand. Different brands of different types of products, or a single product under the same brand, etc., it has a distinct brand personality, and the style of decoration in the store is almost the same in every place. For the gradual entry of the specialty store market, in the product packaging design, we should first focus on the design of the brand image, 21st century has entered the era of brand consumption, and individualized consumer awareness is increasingly concentrated, consumers buy goods is not just material Need, but more value for the personal satisfaction and spiritual pleasure that the goods can bring to their own, which depends on the packaging to show the senses, the unique nature of the store makes the brand's personality more and more obvious. Secondly, to demonstrate the affinity of packaging, product packaging is consumer-centric, the cost of store investment is high, and there is no geographical difference in price and profit. The quality of the products, the packaging, and the price are all superior. This high quality It is unmatched by the marketing markets of other formats. Furthermore, the products of the stores are particularly suitable for gifts when visiting relatives and friends. When considering the needs of consumers, the design of humanity and affection is also of importance. Thirdly, packaging is a kind of culture. Its core is not only reflected in the appearance of the image, it is important to show the performance of a culture. The consumers of the store mostly have their own unique consumption concepts and attach more importance to taste, so when designing packaging, This factor should also be taken into consideration. As the packaging of the oldest commercial tea in China, the specialty stores are spread over almost every corner of the country. From the available information, most of the designs can reflect a unique form of China, regardless of the design of the packaging. The cultural atmosphere makes it possible to experience a cultural atmosphere when communicating with relatives and friends. The packaging of a specialty store is a design where consumers bring home corporate branding, culture, affection, and taste. It makes full use of packaging and goes beyond the image of the product.
The self-selected industry and comprehensive merchandise display have entered China since the 1980s. It is a warehouse-style sales that is presented in the form of a display of goods. It is generally called a supermarket. It appears in the form of small, medium, large, and chain stores. With a wide variety of goods and a large sales area, with the entry of Wal-Mart, Carrefour, and other globally-recognized supermarkets, people are already shopping in supermarkets as a daily act. How do supermarkets' commodity packaging win consumers' intimacy? (7 In addition to factors that have already been considered, such as colors, graphics, fonts, and brands, first, it is recommended to consider adding some POP-type packaging that can display products. POPs have been in China for nearly 20 years, but they have not been valued by both businesses and designers. The most we see at consumer sites is only the POP flag, too much is just to promote the corporate brand, so that the effect of POP display three-dimensional space effect is not exerted. People need to be attracted by the show, it is not just related to The product's packaging box, it also involves how to fascinate the customer, how to make the customer stay, look and then buy.In fact, Many supermarkets and self-selected stores, there is a lot of space outside the shelf is not enough attention, basically idle, then if the product POP-style and commodity display packaging, attracting consumers' attention, while sales have increased Second, carry on the packaging of the goods to the bag.After the people are shopping in the supermarket, basically use the handbag of the business, this only promotes the purchase point, but does not have the corresponding effect to the commodity brand, if in the packing commodity When designing some handbags, the cost will not be very high, but the effect may be very different. Our common wine packaging is almost packed with handbags after the outer packaging, so that consumers will be very It is easy to remember the brand and enhance the image of the brand.Now milk packaging also begins to use the bag packaging, which is also convenient for consumers, and also has been recognized by consumers.Thirdly, the design of the product packaging is appropriately increased. , The shape and structure of the packaging is an important part of shopping in the supermarket, the eyes see the color, but the shape It is an important way for people to look at your packaging.Supermarket environment may increase the value of appearance.In these stores, the aisles are more spacious, compared with traditional department stores, shoppers can further approach the shelves when you When you see an item from a distance, the eye may first notice the appearance, not the color. For the sake of cost, the packaging supplier often changes the appearance because the use of an existing one is better than creating a new one. The packaging will be much cheaper, but then there will be too many similar packaging of goods, and vice versa will affect the sales, such as the appropriate shape change, and the cost of control within a certain range, may have unexpected results.Wahaha change has been The packaging of drinking milk is packaged in a cartoon shape that is more suitable for children's consumption, which has led to an increase in sales. For another example, the traditional orange juice was bottled in the past. This backward packaging form has left the product for years. When the uniform puts it in a stylish plastic bottle and repositions it by appealing for beauty, a multi-c poses a dimension. C's campaign to introduce plastic bottles and at the same time introduce some recyclable and inexpensive carton packs has brought the juice packaging market to a climax.
The global economic integration has made each country's economy and various enterprises more competitive. The division of market consumption and different forms of marketing have caused different sales. Packaging is the ultimate representative of product and customer communication, and it is under different forms of marketing. , reflects the mainstream of different packaging design uJ. In the process of product sales, regardless of the product's brand, advertising, marketing forms and promotional methods, the product that ultimately represents the product and customers communicates is the product packaging. How to do good product packaging design under different marketing forms will be a long-term process.
(Hubei Jingmen Vocational and Technical College
Source: Packaging Engineering