At present, a kind of packaging is still very popular. The whole transparent glass bottle is wrapped in a piece of kraft paper, and then a hemp rope is tied to the bottle mouth. When it was first listed, consumers felt that this wine was different and eager to try it. But after a long time, and some imitations are not in place, some brands even use this kind of packaging to give people a bad image of shoddy. Finally, the packaging plan became a gimmick, and the products were hung up by hemp rope.
The earliest use is the practice of tying hemp rope "alcoholic liquor". At that time, the packaging of "Jiugui Liquor" gave people a rough and eclectic feeling, and the quality of "Jiugui Liquor" quickly won the recognition of consumers. It can be seen that the packaging of liquor should be combined with its taste and marketing culture, because liquor also has USP and can only be marketed by theme. The very popular theme of One Hundred Years of Solitude was to be different or stand out from the crowd. If its packaging is accompanied by commodity graphics and texts, the taste and culture of this wine will be stifled, and even consumers will think it is neither fish nor fowl, thus giving up choosing it.
Let's take a look at the packaging method of "Little Confused Fairy". The bottle of "Little Confused Fairy" is a cylindrical porcelain bottle similar to Maotai. The reason why this follow-up packaging strategy is adopted is because the purpose of "Little Confused Fairy" is obvious, because "Little Confused Fairy" will make consumers feel deja vu through this measure, and finally achieve the cognitive effect of "Maotai Town is passed down from generation to generation", thus taking root in Hong Miao or becoming famous. Therefore, packaging planning should be related to the commercial purpose it wants to achieve. Sometimes it can be quickly recognized by consumers through imitation, and it is easier to distinguish it from competitors through originality.
Another point can not be ignored, that is, for liquor that intends to join the ranks of famous brands, the design of anti-counterfeiting packaging should be done well from the beginning. Anti-counterfeiting packaging can not only be easily identified to protect the interests of consumers, but more importantly, as an advanced packaging culture, it is also an effective promotion strategy for a period of time. From appearance patent application to telephone anti-counterfeiting, from box anti-counterfeiting to container anti-counterfeiting, this kind of packaged wine is more acceptable when fake wine is flooding, although its packaging cost has increased.
Imitation, borrowing power and even anti-counterfeiting are all factors that must be considered in liquor packaging, but more importantly, liquor packaging planning should be based on the extension of liquor product positioning, making packaging a competitive force, and only liquor packaging that achieves this goal can be considered successful. Pay attention to the following aspects in the specific operation:
1. Find out the favorite liquor in the target market and implement imitation strategy. It should be noted that imitations with close price and popular packaging must be found, so as to ensure the fire in the shortest time, but we must first digest the essence of other people's packaging design and then imitate it, so as to avoid being involved in lawsuits because of infringement.
2. Packaging design and product demands should be consistent. That is to say, to spread the connotation of the brand. Take "Jin Shiyuan" wine for example. The selling point of this wine lies in the word "predestination", which can be used as a medium for lovers to talk, and also as the first choice brand for wedding banquets. Therefore, we should focus on these two points in packaging. Target consumers or potential consumers may have consumption desire when they see "Jin Shiyuan", so that the packaging of "Jin Shiyuan" can be called success.
3. Design the packaging according to Pareto 80/20 rule. Let's take Jin Shiyuan as an example. If 80% of Jin Shiyuan's sales come from 20% of the wedding banquet market, then the packaging strategy should be tilted towards the wedding banquet. Through packaging design, consumers can think that the wedding banquet should be "this world fate" or "this world fate" is the best wedding banquet. The invisible 80/20 rule has a good guiding effect on packaging, which enables wineries to influence consumers' purchasing decisions as much as possible with the help of packaging design.
4, nonsense packaging. It is actually an innovative packaging strategy, the most typical of which is Want Want Group's work "Wang He Wine". Wang He liquor is a brand-new liquor-distilled liquor, which is purer and more beneficial to human body. Why is the packaging of "Wang He wine" nonsense? Because it is very different from the packaging of traditional liquor, its design idea inherits the style of other products of Want Want Group-affinity and randomness. This refreshing packaging is very popular, but in the end it died in the cognitive deviation of product positioning. Is "Wang He wine" a healthy wine, pure wine or a wine that highlights the auspicious meaning of "Wang He"? A brand is loaded with too many connotations, but the result is "four unlike", and introverted packaging has not played its due role.
5. Cost consciousness of packaging. The choice of packaging must be cost-conscious, which is based on the psychological summary of consumers. Nowadays, liquor consumption is more rational. As a fast-moving consumer product, liquor also pays attention to cost performance, and its quality and price must be absolutely competitive to be favored. Exquisite packaging or its extreme emphasis will make consumers feel that the wool is on the sheep, because in the liquor market, it is difficult for the liquor around 50 yuan to reach a certain level, although the hotel terminal price may be 100 yuan.
6. Development trend of packaging materials. Health and environmental protection have begun to receive strong attention from consumers. In this case, it is better for liquor manufacturers to adopt low-cost green packaging. Purple sand packaging, recycled paper packaging and vine packaging will all become the leading packaging materials, especially vine and recycled paper packaging, which will lead the packaging materials market with low price and healthy 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 its influence on the quality of wine and human health. Mainly refers to the packaging of containers, such as plastic bottles, which is not conducive to the long-term storage of liquor and cannot reflect the taste of liquor. Therefore, the "jianzhuang" of plastic bottles can only be low-grade products forever, and the health factors are ignored while considering the transportation factors. In addition, plastic bottles have poor fire resistance, which requires high fire-fighting ability for storage.
A seemingly simple packaging problem actually reflects the market awareness, marketing level, safety awareness, environmental protection concept and cost awareness of liquor production enterprises, so the design of liquor packaging should be considered comprehensively. It is undoubtedly successful that packaging can become the market competitiveness of liquor, which is also the policy that liquor packaging needs to follow.