Overview of the current domestic chemical products, basically a tone that is, who's products sell well, my packaging to move closer to him, but rarely in the packaging design has a major breakthrough. For example, after the success of Overlord's launch of boxed Chinese herbal shampoos, the same traditional Chinese medicine shampoos in shopping malls can at least find more than 15 products that resemble overlord packaging, not to mention “big moneyâ€. The brand, like the bottle shape, pattern and even the name are doing like Rejoice, Lux, Colgate and so on.
Due to the severe homogenization of packaging, standing in the Shangchao Daily Chemical District to look around, colorful, dazzling, as if everyone is leading the way, but in fact, closed his eyes to contemplate, in this piece of color, the red is Shu Lei, purple The Sassoon, the white is the Sakura, the yellow is the white detergent, the green is the Welsh, the black is the Sunsilk... What colors can make you remember the product? Color is an important element of the packaging, emphasizing It is the visual impact on consumers that causes attention and impresses them. From the most basic element of color, most daily chemical products are already a failure. They are too colorful to be brilliant and ignore the importance of the brand. Visual marketing.
Take the bottle shape again, P & G's Head & Shoulders, Pantene, Rejoice, Sassoon, and Icahn, five shampoo bottles of different abilities, are all different, not the same, but Unilever's Sunsilk, Lux, Dove, Ching Yang, but also have their own characteristics, and, will never be similar to P & G Department shampoo. In contrast, although there are many brands of shampoos used by domestic manufacturers, they are all known for their imitation in bottle-shaped manufacturing. In the past two years, the personal care product market is in a better position. Therefore, 67% of local manufacturers have upgraded the packaging of new generation shampoos into personal care products in the form of packaging.
However, we can also understand that in the day-to-day industry where the competition is so fierce, it is really difficult to rely on the packaging of color to achieve sales advantage. As we all know, cosmetic profits have been declining and costs are rising. Today, in the price war, anyone can still have the guts, courage, and time to develop some exquisite bottles or create unique designs for others to copy. Thus, the result is that the products of the mall are basically the same model, so that the original packaging design that can be used as a competitive advantage will become a threat.
Star design is available
Since in the bottle shape, everyone in design and concept has stepped into homogeneity, there is no way to create competitive advantage in packaging design. So, for local cosmetics, there is room for breakthrough in packaging design? The answer is of course, As long as you are willing to use your brains and change your mind, the packaging design of the product can immediately reflect its value. Here, I recommend a product packaging star design for your reference.
The so-called star is the same brand of cosmetics, through the different positioning, the product of the vertical extension, the packaging mark is divided into several grades of star rating, in accordance with the psychological acceptance of consumers, in general, are divided into a To five stars, one star is positioned as a low-end product, and five stars are positioned as high-end products.
Looking at the products of the entire daily chemical industry, there are currently no manufacturers using five-star grading packaging in packaging design. If we can create a precedent, it will be a differentiated strategy. For consumers, their concept of the star rating should start from the hotel. To this day, everyone has reached a consensus that a star hotel is better and a five-star hotel is more elegant and noble. Therefore, we can also see the five-star strategy of Tide laundry detergent packaging. Of course, Tide is only to emphasize the noble and superior functions of their products, rather than for a differentiated packaging.
In terms of daily chemical products, sub-star packaging has not yet appeared, but in other industries, there have been signs in this regard and achieved considerable results. It is worth learning from. The star hotel will not need to say anything. One of the most dazzling star-rated cases is Jinliufu in liquor. Jinliufu has created a precedent for packaging in the liquor industry and has made the product a five-star rating. The listing immediately attracted attention. For a few years, the packaging that was not outstanding was unique in its position of star-level positioning, and it jumped to the top three in the liquor sales list in one fell swoop. This side example, I think it is the best reference for cosmetics.
In addition, according to information, the United States's Hannover company is also the first to use a star system to classify the nutritional value of food, a star represents "healthy food", two stars represent "very healthy food", three stars represent "Very healthy food."
Therefore, we can imagine that if a certain cosmetic product adopts a star-staffing strategy on packaging, can it achieve certain results.
Graded packaging has obvious advantages
The implementation of star packaging is very simple. It only adds one to five different star logos on the basis of the original packaging. For manufacturers, there is no need to increase the cost. However, its sales and branding of products can have unexpected effects, and even a means for manufacturers to reduce costs.
Now many cosmetics manufacturers, in order to increase profits and seize the market, have to develop high, medium and low-end products to meet the needs of different consumers. In order to clearly classify products and position them clearly, the traditional approach is to subdivide one brand at a time and face different people with different brands to build a multi-brand strategic plan. However, if the use of sub-star packaging, the product can basically cover the high, middle and low consumer groups without confusion. We should all be clear about how difficult it is for a company to occupy more than one market, under the conditions of foreign product control and domestic rivals. Therefore, building a successful brand is better than numerous ordinary brands. This focusing strategy is the key to the survival and development of the company.
In the positioning of products, we can make such assumptions, five-star cosmetics as the company's image products, four-star, Samsung as a profit product, two stars, one star as sales products, such a reasonable product layout can certainly make the company's Sales, profits and image go hand in hand.
The product adopts the star-scale packaging, avoids the sub-brand strategy, not only refreshes consumers on the shelf, but also improves the brand's memory and exposure rate. In shampoos for supermarkets, Shi Lang and Tourmaline are the same company and are put together on the shelf display. However, most consumers will not know that they are the same manufacturer; even P & G products, many people Do not know that they belong to the same company, so that the dissemination of the image of the company's impression and reputation failed to achieve the desired effect.
After adopting the sub-star packing, the products of high school and low-end belong to the same brand, and the image of the product is extremely uniform, which is beneficial to the visual authentication of consumers. The prices of different stars are different, consumers can choose freely, just like we drink Jinliufu, why not.
In addition, for Japanese products, advertising has become more and more important. If you adopt a sub-star packaging, you can greatly reduce the cost of advertising and increase efficiency. Imagine that if Lafang and Yu Jie’s advertisements combined into one, the density of the brands will surely go even further.
Guangzhou Ruixin Touch Control Technology Co., Ltd. , https://www.weetaach.com