In the era of severe oversupply of commodities and severe homogenization of product packaging, packaging is the lifeline of products. Many products are placed on the shelves but no one is interested, and some products are favored by consumers. Why is the sales situation so different when the quality and price of the product are comparable? The answer is usually on the product's packaging.

The following three cases vividly illustrate the decisive influence of product packaging on product sales.

Case I: Suction nozzle standing bag popular market

In the 1990s, when the traditional pillow-shaped plastic bags were remarkably flat on the shelves, and they were not attractive to consumers, a kind of nozzle self-supporting bags quickly became popular in major packaging fields. This is a kind of flexible packaging bag with a horizontal support structure at the bottom. It can stand on its own without relying on any pillars. It is light and easy to carry, has excellent visual effects, and has a good publicity effect. The cost of self-supporting bags is lower than that of plastic bottles and plastics. Cans and other types of packaging.

This new type of packaging can not only improve the product quality, but also has the advantages of sterilization resistance, cold storage, moisture resistance, oxygen resistance, corrosion resistance, strong sealing, good pressure resistance, puncture resistance, non-breakable, non-permeability and can be used instead of bottles. , cost savings, stylish appearance, easy to carry and so on.

In recent years, because of its abundant raw materials, excellent performance, and beautiful and simple features, the nozzle self-supporting bag has become the world's fastest growing packaging material for several years. In 2013, the number of U.S. stand-up bags was as high as 17 billion, while the European market was close to 19 billion.

Case Two: Packaging Disregards Regional Characteristics and Causes Product Unsalable

The market regionalization characteristics of the market are becoming more and more obvious. The markets in different regions need different specifications, packaging, and tastes. Even the tastes of the same name, the requirements of different markets are different. However, many companies are operating in different regional markets and are not aware of the regional differences. Therefore, as soon as a product is put on the market, there are slow sales on the shelves.

In order to develop the Northeast market, an instant noodle company is also very cautious in selecting products. The northeast market product's main sales specification is thirty packs, but in order to start the market as soon as possible, the company decided to push the 24 packs that are different from the competition specifications, in order to implement differentiated strategies to realize the emergence of products.

However, after the 24-packed products went on the market, the result was eye-popping. In addition to certain sales volume in individual markets, the idea that the company had hoped to use this specification as the main sales model was a complete failure. Not only that, the company was dealing with the legacy of customers. The stocks held in the hands and the products left in the market must not be set aside for special expenses to be dealt with. Finally, the enterprise must have changed its decision to use 30-packed products to operate the market and achieve remarkable results.

Case 3, the visual impact of packaging reveals magic

In the 21st century, beverage giant Kirin launched a Japanese low-alcoholic fruit drink. At that time, similar products such as Suntory and Baojiu gradually flourished in the market. It was difficult for Qilin to gain a share in the fiercely competitive market. So Qilin spent a lot of money on designing and packaging with the famous designer Mr. Shi Tian.

In order to highlight the icy feeling of the product and enhance the visual impact of the packaging, Putian Shi Ren and his team introduced the famous Kirin ice pack. After the new packaging products were listed in Japan in 2002, their share in the market reached 40% and they won the top spot in one fell swoop.

Later in the packaging design, Putian Shi Ren focused more on highlighting the fruity characteristics of the ice and “cutting the fruit” to create a feeling that the fruit is quite fresh enough to make the juice splash. This has attracted many alcoholic beverages. Psychic female customers.