CX Brand: Rational Charm Analysis of Packaging (1)

A company's packaging is not merely an image. It does not depend solely on the image to indirectly earn economic benefits for the company. Packaging can directly make profits for the company, which means that the packaging itself has sales force. This is true for the packaging of companies, and even more so for the packaging of a company's products. For the company’s products, the material and spiritual benefits it carries are not only what the consumer buys, but also a communication tool for the company to face consumers directly.

It can be said that packaging has a clear product for a target audience. Its commitment to the product's material and spiritual interests and the strengths and weaknesses of its manifestation, as well as the strength of its communication in front of consumers, have a direct impact on one. Product market conditions are good or bad. However, many companies have not been able to recognize this well, or have realized it, but they have not been able to figure out exactly what to do.

The practical experience of the CX brand in this area may give these companies some enlightened enlightenment.

CX brand problem

The CX brand is a new brand in the fruit wine industry. The brand relies on the high-quality plum base of Dali Wuyuan, the “hometown of plums” in Yunnan, and uses the advanced technology of full-fruit juice fermentation to produce a fresh, elegant, mellow and soft plum wine. At the beginning of the listing, after a period of more than two months of strong promotion, monthly sales of the CX brand rushed to more than 700,000 yuan in the third month, but after the strong promotion period, the fourth month of sales As the volume declined, in the fifth month, the sales volume of the CX brand even fell to over 300,000 yuan. CX has come to the stage where it needs to be diagnosed and adjusted.

After some market research, it was found that the chief culprit in the drop in CX's monthly sales was the decline in the sales volume of 500ml loaded products. At the same time, the problems reflected in the CX brand's pre-marketing process are actually related to its packaging.

First, personalized products appeal to individual consumers. In the fruit wine market, wine is large, plum wine is a relatively personalized product. In other words, in the plum wine market, in addition to direct competition with more than a dozen domestic and international plum wine brands, such as Japan Butterfly Loss, Beijing Harvest, and Zhejiang Taoda, the CX brand will also face the first challenge from the market of wine and wine markets. The overall market share of plum wine expands. This is not what the CX brand can do, and the CX brand does not yet have such strength. But there is a bit of CX that can and should do it. That is, in the packaging of bottles and other products, it is necessary to make a clear distinction with the product packaging of wine in order to make the target consumer clearly aware: This is plum wine, CX plum wine, which is how you resemble “don't eat noodles to eat rolls Powder" choice. However, CX at the time did not do this. It also uses the “orthodox” bottle shape that most wines use, and the bottle labels and colors are similar.

Second, it is not consistent with the product characteristics. The CX brand uses high-quality plums from the ancient country of Nanxun-Dali, which is the source of Cangshan water from the source of the Bohai Sea. The characteristics of these raw materials themselves have given CX some distinctive product qualities. In addition, the legend of “Omei’s wine-making heroism” that has been circulating for nearly three thousand years has added more cultural connotations to CX. In addition, the characteristics of the product itself are fresh and elegant, alcohol and soft, and it is 100% plum juice brewing, but unfortunately, CX's packaging did not highlight any of the features of the product in the foregoing, the product itself. In particular, the features have been diluted to have no sense of touch and touch.

Third, there is no effective difference with the opponent, and the effect on the shelves is poor. Although CX plum wine was not put together with a wide range of wines, when it appeared on the same shelf as Beijing Harvest and Zhejiang Taoda, CX had no place for success. Because Beijing Harvest uses white fine-sanded glass, which is crystal clear; because Zhejiang Tao uses a bottle that is thicker than the average bottle. In contrast, CX plum wine and them are together like a foiled clown, mediocre and unobtrusive. Obviously, CX's packaging has not formed a difference with the wine, but also failed to form effective and attract the attention of consumers. The effect of such a shelf is naturally difficult to obtain satisfactory sales revenue.

Fourth, the above-mentioned comprehensive factors are the main reasons for the lack of CX brand's ability to attract consumers' attention, promote accidental consumption, be remembered, accepted, and engage in long-term consumption. The objective existence of these reasons has a direct impact on the market performance of the CX brand, which is an important reason for CX's monthly sales drop in the absence of marketing support.

Obviously, CX's packaging: bottles, bottle stickers, etc. have already reached the time of change, but in the end how to change it? In fact, through the foregoing analysis, it is not difficult to see that to make packaging have enough promotional power, we have to overcome one of the difficulties: how to make packaging design packaging style so traditional sense of a very emotional thing, become truly rational stand up. The key point is: for the selection of packaging and inspection of packaging promotion power, we can find a tool that can quantify relevant data indicators, can facilitate the packaging program, and can provide a qualitative tool for a packaging program. If the CX brand's packaging is won through the test of this tool. Then the marketing performance of the CX brand will be due to the strong promotional power of the packaging, which makes it possible that the current difficulties may change dramatically.