Excessive packaging and immaturity of consumption

The packaging waste is probably the deepest feeling that many people suffer from holiday sequelae. Although the current public opinion presents a one-sided critique of excessive packaging of gift wine, the author believes that the growing prosperity of the luxury gift market is not based on the simplicity of the company's packaging design, but rather on the maturity and rationality of consumer psychology.

In today's rapid development of the Chinese liquor market, the actual situation between the liquor brand market and the actual consumer demand presents an industry trend of oversupply. In order to compete for market share and gain commercial profits, it is not difficult to understand the cart before the horse. Heavy weight is not important, heavy packaging does not emphasize product quality, heavy profits do not weigh on the brand, re-establish short-term benefits do not emphasize long-term brand precipitation ... ... will naturally become a gift of luxury, the wind has never stopped, one of the reasons to stop.

It is worth mentioning that “beautiful to sell” is the personal experience of many salespersons during the festival. The packaging is exquisite and the design of the device is large. The appearance of festive and elegant gift boxes is much better than the simple gift bags. For low-income groups, gifts are “faceless” and “hands-out”, and they have to be affordable, so they are good but not expensive. What to do? The real value for money is unrealistic to the merchants. The only compromise is to pursue the exquisite luxury of packaging while reducing the quality of the products so as to balance the cost of the selling price. Therefore, the county and township markets and large wholesale In the market, many seemingly beautiful counterfeit wines have room to survive.

In addition to the corruption, the root cause lies in the mentality of people giving gifts “only see packaging and not watching wine”. The merchants also grasped the consumer psychology of modern people “giving gifts”. The one-sided pursuit of this product's psychological value-added vanity mentality continues to stimulate the abnormal development of the gift wine market.

It can't be denied that the positioning of gift wine has determined that its functionality is more important than practical product features. However, regardless of the product, its ultimate focus of consumption will still be on product quality, but where the brand wants to take a sustainable path Enterprises must all face the excessive problem of gift wine packaging. Looking at Chivas, Martell, Lafite and other international brands of wine products, to sweep the market is nothing more than a strong brand value support. Compared with domestic brands, they are far less sophisticated than ours in the packaging of products, but the gap between grades and tastes is unmatched by us.

The rise of the luxurious style of gift wine stems from the deviation of the standard of measurement of the value of the gift wine. From a positive perspective, we may consider this immaturity of the consumption mentality and the irregularity of the market development as the rapid development of the Chinese liquor industry. The transformation performance. The transition in development will inevitably lead to immature and minor deviations. Once this experience is passed, the Chinese gift wine market will usher in a new test of brand competition.

At least, we have started to pay attention to the market demand of wine products from the outside to the mainland. We began to consciously express ourselves to the market and promote ourselves. Although this degree is more than certain, this does not prevent our liquor brands from making timely decisions. Adjust yourself, make great efforts on brand building, spend real time, build solidly, and build your brand value step by step. In fact, for the excessive packaging of gift wines, what the market really needs is not “prohibiting the prohibition” but rather the correct guidance of companies, public opinions, and the entire industry on the general consumer market to help them establish a correct and healthy concept of consumption and cultivate their The recognition and appreciation of brand value is the best way to make full use of the market to regulate this “invisible hand”.