The hottest Baijiu packaging needs to start a bran

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Baijiu packaging needs to become a brand

a letter from a Baijiu manufacturer said that the factory was preparing to develop a new Baijiu brand, with a price of about 50 yuan. I asked what strategy should be adopted in packaging, which could not only make consumers love it, but also not significantly increase the cost of Baijiu

what kind of packaging Baijiu needs is really a question worth thinking about. Why? Whether the packaging of Baijiu is appropriate or not will directly affect its cognitive rate, distribution rate and market share, which is definitely not exaggerated. The price of the new brand produced by the factory is about 50 yuan. If the factory adopts high-end porcelain bottle packaging, plus brocade boxes outside, speaking of conscience, no one as a consumer will buy such wine, because consumers have a strong reputation 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, 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 should be combined with its taste and marketing culture, because Baijiu also has USP and 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 leading group of "little muddle headed Fairy" bottle employs experts from relevant parties to form the National Advisory Committee of experts on the development of new materials industry. It 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 then "little muddle headed Fairy" wants to make consumers feel familiar through this measure, and finally achieve the cognitive effect of "Maotai town's legendary wine", In this way, it will be rooted in Miao Hong, or "a famous family". Therefore, packaging planning has 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, which has promoted the development of the good neighborly and mutual trust partnership between China and Mongolia

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 positioning of this Baijiu product, so that the 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

2. Packaging design should be consistent with product demands. That is to spread the meaning of the brand. Take "jishiyuan" wine as an example. 2. The selling point of this kind of wine is 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. The invisible 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 new type of Baijiu - distilled liquor, which is purer and more beneficial to 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"? A brand is loaded with too much connotation, but it turns out to be "four inconsistencies". 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, which is also the policy that Baijiu packaging needs to follow

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