From the Time of "Being Ben" to the Times Change of Liquor Packaging
Go out to see the makeup. The same is true for liquor sales. To gain consumer recognition, consumers must first choose your product after seeing it at first glance. Therefore, packaging is very important.
Pan Kaijun, manager of Guizhou Fuxin Wine Co., Ltd., said that the packaging of Guizhou wine has gone through a period of “beauty†to heavy make-up. Today's wine companies all know the importance of packaging for wine products.
Before the reform and opening up, bulk liquor became popular, and the wineries in the streets and lanes sold more than the bulk of the liquor; the number of store owners was also the top of the earth, and the lid was covered with a piece of plastic paper and a red cloth. What kind of wine and name is written on the wine jar with a writing brush is similar to the “daughter red†and “flower carving†on the ancient wine market that we saw on television. From the perspective of the people at the time, this exterior looks happy, beautiful, and stylish, and there is nothing wrong with it. This is the "period of time" of liquor.
After the 80s of last century, Guizhou Liquor ushered in a new development opportunity, and Guizhou Dong Wine, Zhen Wine, Xijiu Wine, Rong Jiao, Duck Creek Pit, Furong River, and Qing Wine began to sell well. Each brand of wine also has its own characteristics of the bottle, the bottle body has begun to put modern color labels and product names.
After entering the new century, with the fierce competition in the market and changes in people’s aesthetic concepts, most brands of liquor in our province began to make a fuss about the changes in the style and bottle of wine, and the bottles began to put on their coats. The brand out of the mountains has also begun to increase year by year.
"The packaging of wine is like a big girl getting married. She must have a decent new clothes to go on vacation." Pan Kaijun said that Guizhou's liquor changed from bulk and jars to today's bottles; the outer packaging was also naked. Bottles are changed into cartons, gift boxes, affiliated gifts, special gift boxes, boutiques, metal clothes, and leather clothes; this change is needed by the times and is a general trend.
The fertilizer and water flow into the external field
Liquor's exterior revolution is coming, and the huge opportunities brought about by its changes are like a diamond mine.
In Moutai Town, there are more than 100 large and small wine enterprises above the scale, and the annual liquor production capacity is calculated in units of 100,000 tons; such a large amount of liquor production comes from wine bottles, bottle caps, labels, and outer carton packs. Boutique box, the number needed each year is a huge number. If you can eat all this big cake, more related companies will be born.
According to the common sense analysis, the matter of “a piece of cake†is surely to be the first to get the first prize in the near-sea, and there is no doubt that the local companies engaged in affiliated industries will earn enough money.
This is not the case. Guizhou's liquor bottle packaging “made in Guizhou†accounts for only about 20%, and purchases from other provinces account for about 80%. This type of follow-up pennies has caused many companies in other provinces to engage in the industry. Waist bag.
Sichuan Huzhou Longchi Bottle Cap Co., Ltd. is one of those 80%. In recent years, they have tasted the sweetness of this cake in Guizhou liquor.
Zhang Zhigang, general manager of the company, said that the liquor industry in Guizhou is a big industry and a big market. There are great business opportunities in the exterior production chain. Just doing a bit of business casually will make it profitable. The company’s largest customer in Sichuan is the Maotai Town’s wine business. In order to shorten the distance and even provide on-site service, the company established an office in Renhuai City two years ago. Maotai Liquor Bottle Cap Business contacted.
In Moutai Town, the company’s taste for sweetness is only a microcosm. Other bottle makers, color printers, and boutique producers also have offices set up by other provincial companies, and those who are engaged in related affiliated industries There is very little, and the business that can be taken is even less.
“In the city of Renhuai, wherever you go, you can see the brand of the packaging company in the field,†said a person in charge of a liquor company in Renhuai City.
It is understood that except for Sichuan, which is the main source of cooperation in our province, the liquor packaging business in our province involves Yunnan, Zhejiang, and Jiangsu.
Other people do "dressing"
Million tons of wine spending more than 10 million yuan
Since the liquor industry has allowed outsiders to make so many disadvantages in packaging, why does each wine company go further and further, and spend so much money every year to buy in other provinces?
"Scale, technology, design, time, service." Chen Shan, deputy director of Moutai Town Tuyou Wine Co., Ltd. in Renhuai City, Guizhou Province, said that many companies in the liquor-related industries outside the province have been forming for a long time. They have large scale, advanced production technology and a very professional design and development team. After the customer's cooperation intention, according to the customer's request, in the shortest time to come up with a design proposal or produce a satisfactory sample; at the same time, many manufacturers and companies in Renhuai set up an office to provide access to the two parties A lot convenient.
When it comes to the problem of white wine packaging, many wine companies also complained that if there are companies in Guizhou that can meet their production needs, they do not need to go to the field to buy, they are time-consuming and costly. .
Chen Wei, general manager assistant of Guizhou Haojiao Liquor Co., Ltd. calculated an account for the reporter: 1 aluminum bottle cap needs 0.10 yuan, a wine bottle needs 0.5 yuan to 3.0 yuan, an outer packaging needs 0.5 yuan to 1.0 yuan, A bottle of wine will cost between RMB 1.10 and RMB 2.10. If there are similar companies in the region, the cost of each bottle will be slightly reduced by RMB 0.2 to RMB 0.5. Calculated at 2000 bottles per ton, it can save about RMB 400 to RMB 1,000; if With an annual production capacity of 10,000 tons, it must be calculated in tens of millions.
Chen Hao said that this is just the cost of ordinary liquor. If it is a fine-packed item or the annual fare, accommodation, and communication costs, this figure will also increase in geometric figures.
According to statistics, the annual output of Guizhou white spirit has reached 300,000 tons. If the cost per ton of wine is increased by 1,000 yuan per package in the field, Guizhou Liquor costs more than 300 million yuan per year.
According to industry sources, letting other people do “wedding dresses†not only sees a lot of banknotes flowing into the pockets of other provinces, it is not conducive to improving the local employment rate and transferring surplus agricultural power, and it is also a great loss for local taxation, logistics and many other aspects. .
Challenges and opportunities coexist with packaging companies
In recent years, liquor companies in our province have taken the road of technological transformation and mergers. Through policies and financial support, liquor companies have faced changes in business ideas in the market, and old companies that were on the verge of collapse have embarked on the journey of “second ventureâ€. Batches of emerging brands have also begun to emerge. The development of Guizhou liquor gradually shows that new and old enterprises are moving together, and that a variety of flavored liquors coexist and a good pattern of high-, middle- and low-grade products is also emerging.
The design director of Beijing Quantum Planning Co., Ltd. and Ma Xiong, who has the title of Outstanding Contribution Expert, are the master figures in product packaging design. The packaging design of Kweichow Moutai liquor is based on his creativity.
Recently, Ma Xiong said in a conference on how commodity products go out of Guizhou. The quality of a product determines the foundation of his market in the market. The appearance of the product is to win the market's "snap hammer"; just like a The image of a person must first of all allow people to see a unique temperament that is distinctive, which will give people a good impression and stimulate people’s desire to buy.
"Good wine is made by drinking water," and what kind of way to attract consumers to taste for the first time is a topic worthy of studying.
And Guizhou liquor packaging is indeed an industry worth looking forward to.
Tsinghua University professor and doctoral supervisor Li Shuzu also said that nowadays packaging has become an important part of the product, a good packaging can not increase the selling point, after use to have a certain ornamental value; from the 60th anniversary of the Maotai National Day wine "Cangjiao Winery Co., Ltd. "Colorful Xiangyun", the appearance of a series of models of Dongjiu wine, can be said that before drinking is a fine wine, drink is still left after the crafts, such a wine just look at the packaging people full of desire to buy .
According to experts, Guizhou is a major province for liquor production. While insisting on improving the quality of wine, it also needs to increase the beauty of packaging. It is hoped that more white liquor processing and processing companies in Guizhou will mature as quickly as possible to keep pace with liquor development.
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