Buying And Selling The Pearl: The Role Of Product Packaging In Marketing

Today, as the market economy becomes more and more developed, perhaps the story of "buying money and returning to Pearl" is no longer suitable for being a negative textbook, but should be a classic case of packaging marketing.

Because the packaging of commodities is not only a "coat", but an integral part of the commodity itself.

Commodity packaging has become an effective means to enhance the added value of goods and brand image of enterprises.

Whether it is commodity prices or market share, compared with similar products abroad, there is a big gap.

However, due to the lack of originality in the design of merchandise packaging, it does not well reflect the characteristics of the products, making the original high-end products appear very low-end, and it has been defeated in the market competition with the Japanese Wacom company. Not only the selling price is much cheaper than that of the Wacom company, but also the market share is far lower than that of the Wacom company.

"Originally, our products have reached the same level of quality in Wacom products, but due to lack of knowledge in product packaging, we have failed in the market competition.

This makes us very unwilling, let us see the gap, let us see the importance of product packaging. "

Later, Hanwang company redesigned the product packaging, replaced the packaging material, image design and trademark design, and put the product into the market with a new creative packaging image. Not only the market share of the product was increased by 3 times, but also the price was greatly improved.

Wang Meng said, "through the redesign of packaging, the sales volume of our products has greatly increased.

More importantly, the promotion of prices brings more profits to enterprises, and also promotes the brand image of enterprises.

With the development of the times and the improvement of people's aesthetic requirements, packaging has already bid farewell to the original single practical function, and has become a magic weapon to disseminate commodity information, enhance commodity value and occupy the market.

"Originally, our commodity packaging is mostly" big black and rough ", which is neither practical nor beautiful. It has greatly affected the market value of commodities. Now our enterprises have realized that packaging design through commodities can not only enhance the added value of goods themselves, increase the profits of enterprises, but also enhance the overall brand image of enterprises.

However, when the dazzling goods are placed on the supermarket shelves and sell to consumers without words, how to make the commodity packaging convey more information and produce more visual attraction to consumers has become a common problem faced by enterprises, and creative packaging has become the first choice for enterprises.

In response, experts said, "packaging creates illusions and fantasy sells."

When consumers are faced with all kinds of similar products, the packaging of products becomes the only "illusion" of consumers themselves.

And creative packaging, through the collocation of colors, and the creativity of packaging patterns, shapes and materials, enables goods to firmly grasp the eye of consumers and achieve the effect of memorizing, thus promoting the sale of goods.

Wang Sen, manager of product design department of easy manufacturing design company, said, "consumers often produce brand recognition when buying a product, which is why many people buy fixed brand products.

Once consumers encounter the brand's goods, they will have a sense of intimacy and identity, which will shorten the decision time of consumers when buying goods, and produce a quick purchase decision.

Because of its uniqueness and uniqueness, creative packaging can accelerate and deepen the formation of identity.

So the food company innovatively adopted green packaging, using natural green plants as the main pattern of commodity packaging, and playing the slogan of "returning to nature and bringing health naturally", which made the product stand out quickly in many similar products and achieved good sales results.

However, things are not over yet. The sale of caviar products has greatly increased the sales of other products.

"Because consumers have produced brand recognition for the company, the creative packaging of goods has undoubtedly become a catalyst for brand identification."

Commodity packaging, as a direct derivative of commodities, often becomes garbage after consumers disassemble goods or use them.

Therefore, the environmental protection of packaging is extremely important.

"As an enterprise itself, packaging and recyclable environmental protection materials can reduce unnecessary pollution and achieve the goal of environmental protection.

On the other hand, with the enhancement of consumers' environmental awareness, the use of environmentally-friendly materials can better cater to consumers' consumption psychology, and make enterprises create a reputation in the minds of consumers and enhance their brand image.

"The relevant departments of the state should take policy guidance to provide corresponding preferential policies for enterprises that actively use green packaging.

Only in this way can more enterprises actively use green environmental protection packaging.

Environmental labels are printed on the outer package of the products so as to enhance people's awareness of environmental protection.