China has a vast territory and many ethnic groups. There are a wide range of products with local characteristics, but there are not many people who really claim to be a household name. The most fundamental reason is the lack of packaging and promotion of local products.
The local characteristics of the product, in layman's terms - is that the product has advantages and characteristics of origin. Such as specialty products, its raw materials are mainly from the local, and if some products have a long history of production in the local area, and some products have local strong local customs and so on. These products are simultaneously "local"; at the same time, they allow buyers to have such a latent reputation that "people are hometowns and goods are good locals." Therefore, this is both a feature and an advantage for this product.
For enterprises that produce local specialty products, although they have superior “congenital conditionsâ€, due to the lack of self-proclaiming spirit of “kings selling melonsâ€, sales of products are limited to the local or surrounding areas; products cannot be produced. Sales scale and grade. Therefore, it is only through extensive and multi-level publicity of products that product sales can go beyond regional restrictions and reach the broadest market. Of course, the “propaganda†mentioned above is multi-faceted; however, the most important and most effective way to solve the problem is to implement “packaging strategies†for products with local characteristics.
The implementation of packaging strategies for local specialty products mainly has the following important roles:
First, in order to reflect the local characteristics of the product, the packaging is differentiated from other products under the principle of “tailoring†and establishes the external image of the product. The more important point is to prevent interference by counterfeit products.
Second, protect the use value of products. The function of the packaging is to protect the product intact, clean and hygienic in the process of circulation, and its use value is not damaged. To ensure that local products from the place of production to the place of sale, can still maintain the original appearance of the product and have the features and characteristics. Third, beautify goods and increase added value. Through the packaging of local specialty products, it is more distinctive and more attractive. For example, “Xuan Lian†produced in Wuyi, Zhejiang, is packaged in a green box with the words “Xuan Lian†unique to Hexiang Xuanping printed on the box. The patchwork lotus leaves embellish the pink lotus; it reflects the characteristics of the hometown and gives the buyer a pleasant fragrance. In particular, the packaging box has a fan-shaped opening that encloses a transparent film; allowing consumers to feel both novel and clearly visible inside the "items". Such packaging can better guide consumers in buying and using goods while beautifying their products.
Fourth, promote product sales. This is also the ultimate goal of product packaging. The exquisite and unique packaging not only improves the grade and value of the product, but also increases the attractiveness of the product to consumers. This promotes the sale of goods. No wonder some people call the product packaging a "silent salesman."
Since the products with local characteristics can play such an important role through packaging, how to choose the product packaging strategy is even more important.
The design of product packaging should be based on the basic functions and roles of the packaging. Different product packaging features have different focuses and there are different requirements for packaging design. For example, some packaging is mainly based on promotional functions, and some packaging is mainly based on protective functions. For products with local characteristics, the packaging strategy chosen should be based on promotional functions.
In order to sell local products, in addition to vigorously promoting the functions and advantages of the products, it is also necessary to use the packaging as a wedding dress. Some local products have good internal quality; however, they do not pay attention to external image propaganda. "The emperor's daughter does not marry"; there are solid ideas. This has greatly reduced the market share of products, which is also contrary to China's development of a modern market economy. Therefore, for local specialty products, “packaging†is the guide for people to walk out of “homeâ€; therefore, in the packaging strategy of local products, the “locality†of products should always be reflected. As the saying goes, "One party raises one person." How to make this "water and soil" raise more people, so that more people know this "a water and soil." I want to better solve this problem by embodying the "local" nature of the product packaging.
To reflect the local nature of the product, I think that one can be directly reflected in the form of text on the package, so that the buyer can know at a glance where the product is produced. Nowadays, some manufacturing companies use local names for products. Directly tell consumers where this product comes from. For example, “Guilin Hot Pepper Sauce†and “Xuanlian Lotus†produced by Wuyi of Zhejiang Province, “Xuan†is the town of Xuanping in Wuyi. There are also Hunan Xiangquan wines. All these products are local specialty products, and their name is also very authentic.
Second, the “local†nature of the product can be reflected through the trademark of the product. Such as Beijing's "Beijing brand" jeep, its trademark is composed of "North", and the "Tiantan brand" series of food, its trademark is based on Beijing's scenic spot Temple of Heaven's graphic simplified. There is also the trademark of Shaoxing Huadiao Liquor, which is a change from the “Shaoxing†two-character font. These products all reflect the characteristics of "local production" on the trademark.
The “local†nature of the product is reflected in the packaging. The purpose is to show where the product originates and how to attract consumers. Here I would like to combine some examples in the real world and discuss the content in this respect.
For local specialty products, most of them are limited to the local surrounding areas. In order to “cross out†the product, it is also necessary for the person wishing to purchase to “buy†it. Because, in today's world, tourism has become a major new industry, and local specialty products are the first choice for the development of tourism products. Therefore, when designing product packaging, more consideration should be given to tourists' convenience and ease of use. Portable and can be divided: "hand-held", "back strap", "small-scale", "combined" and so on. Among them, "small-sized packaging" should be the mainstream of development. Such as "Zhenjiang balsamic vinegar", similar to the introduction of oral liquid packaging in recent years, a box of 12, which is easy to carry, but also easy to use. Especially suitable for families who rarely cook. There are also mineral water such as 500 ml bottles; Wuyi “Xuan Lian†also basically uses 500 grams, and its purpose is to facilitate the carrying and use of the buyers.
"Portable" packaging brings convenience to buyers. How can consumers be more intuitive and buy local specialty products with more confidence? On the packaging, "transparent" packaging can be used. Transparent packaging, high transparency of the outer package, clearly visible. Through the packaging, you can see the type, color, quantity, and quality of the product. This kind of packaging is used for food packaging. There are also "transparent bean curd", "is the forest melon seeds" and other transparent packaging. This kind of packaging can, to a certain extent, enable the purchaser to have a psychological feeling of “buy comfort, eat comfortablyâ€. In addition, the local characteristics of the product used a transparent packaging, allowing buyers to see the product's "characteristics", but also to attract the attention of buyers in an intuitive manner.
Transparent packaging gives buyers a sense of “trust,†and another type of packaging creates a “benefit†for buyers. This is the "reuse type" package. When the contents of the package are used up, the exquisite outer packaging can be reused. For example, strap-type packaging, cup packaging, box packaging, bottle packaging, barrel packaging and so on. In some ethnic minority areas such as Guangxi and Yunnan in China, their unique national costumes and near-original hand-woven woven bags have been used in packaging. These woven bags are for tourists and they both buy back local specialty products and buy back souvenirs. There is also the "Beijing Peaches," which are packaged in small, bamboo baskets that are flat and round. After eating the preserved fruit baskets, they can be used to hold other items or to be used as a decoration for home furnishings. Another example is Hunan's "Xiangquan" wine. Its distinctive packaging makes people feel refreshed. As a wine package, a small bottle made of brown purple sand is used; the bottle mouth is wide, the neck is small, and the bottom is wide, shaped like a cone. At first sight, it was thought that it was a newly unearthed artifact. On its neck, it is also a small red silk. After you see it in antique packaging, you feel the origin of this wine production history. No wonder some buyers are frank: "I buy Xiangquan wine not only for its taste, but also appreciate its unique packaging, and its empty bottle is also a good decoration." This sentence can represent some buyers The psychological characteristics. To be precise, it is the consumer's approval for the successful packaging of Xiangquan Liquor.
Reusable packaging gives buyers a sense of benefit that is tangible. But there is also a kind of packaging that touches people's affection and friendship intangibly. Let people buy this kind of product with special meaning in a mood of “pursuing beauty and seeking truthâ€; this kind of packaging has strong artistic appeal on certain local specialty products. Such packaging can be called “ Cultural packaging." Such as "Confucius House Wine" packaging, antique, has a strong cultural atmosphere. Cultural packaging requires packaging design to highlight cultural connotations, using cultural factors to organically combine product features and consumer positioning to meet the dual requirements of consumer cultural needs and product needs. For example, the design of the “Southern Black Sesame Paste†produced in Guangxi reflects a kindness and has become the gift of choice when visiting relatives and friends, visiting teachers and seniors. There is also the use of the cultural packaging for the design concept of wine bottles, such as the development and production of the Xiong Gong Niang wine in Jishou City, Hunan Province. The company uses the mask image of the Nuo opera as the basis of the bottle shape, has a wonderfully conceived idea and rich connotations, and it has created an extremely tempting sense of cultural mystery and fully demonstrated the unique charm of China’s national culture. The reason why the wine was launched was widely enjoyed by consumers, and its packaging design played a significant role. Therefore, the "cultural" packaging should also be a new direction for local specialty products in packaging design.
The four kinds of packaging strategies that I have talked about with local products are trying to reflect the “local†and “characteristic†of the products. At the same time, they emphasize that the packaging design should also be integrated into the modern shopping. Concept. The design of packaging should be diversified to suit different people's choices; it should not be deliberately dull and vulgar imitation. However, how to choose the packaging strategy for local specialty products is also a topic that we should all discuss together: It is worthwhile for us to explore forever.
I believe that in the implementation of packaging strategies for local specialty products, attention should be paid to the consistency and authenticity of external packaging and internal products. This is not only a prerequisite for the implementation of packaging strategies, but also the only basis for verifying the success of packaging strategies.
(Engaged in "Packaging World" Chen Linfang)
The local characteristics of the product, in layman's terms - is that the product has advantages and characteristics of origin. Such as specialty products, its raw materials are mainly from the local, and if some products have a long history of production in the local area, and some products have local strong local customs and so on. These products are simultaneously "local"; at the same time, they allow buyers to have such a latent reputation that "people are hometowns and goods are good locals." Therefore, this is both a feature and an advantage for this product.
For enterprises that produce local specialty products, although they have superior “congenital conditionsâ€, due to the lack of self-proclaiming spirit of “kings selling melonsâ€, sales of products are limited to the local or surrounding areas; products cannot be produced. Sales scale and grade. Therefore, it is only through extensive and multi-level publicity of products that product sales can go beyond regional restrictions and reach the broadest market. Of course, the “propaganda†mentioned above is multi-faceted; however, the most important and most effective way to solve the problem is to implement “packaging strategies†for products with local characteristics.
The implementation of packaging strategies for local specialty products mainly has the following important roles:
First, in order to reflect the local characteristics of the product, the packaging is differentiated from other products under the principle of “tailoring†and establishes the external image of the product. The more important point is to prevent interference by counterfeit products.
Second, protect the use value of products. The function of the packaging is to protect the product intact, clean and hygienic in the process of circulation, and its use value is not damaged. To ensure that local products from the place of production to the place of sale, can still maintain the original appearance of the product and have the features and characteristics. Third, beautify goods and increase added value. Through the packaging of local specialty products, it is more distinctive and more attractive. For example, “Xuan Lian†produced in Wuyi, Zhejiang, is packaged in a green box with the words “Xuan Lian†unique to Hexiang Xuanping printed on the box. The patchwork lotus leaves embellish the pink lotus; it reflects the characteristics of the hometown and gives the buyer a pleasant fragrance. In particular, the packaging box has a fan-shaped opening that encloses a transparent film; allowing consumers to feel both novel and clearly visible inside the "items". Such packaging can better guide consumers in buying and using goods while beautifying their products.
Fourth, promote product sales. This is also the ultimate goal of product packaging. The exquisite and unique packaging not only improves the grade and value of the product, but also increases the attractiveness of the product to consumers. This promotes the sale of goods. No wonder some people call the product packaging a "silent salesman."
Since the products with local characteristics can play such an important role through packaging, how to choose the product packaging strategy is even more important.
The design of product packaging should be based on the basic functions and roles of the packaging. Different product packaging features have different focuses and there are different requirements for packaging design. For example, some packaging is mainly based on promotional functions, and some packaging is mainly based on protective functions. For products with local characteristics, the packaging strategy chosen should be based on promotional functions.
In order to sell local products, in addition to vigorously promoting the functions and advantages of the products, it is also necessary to use the packaging as a wedding dress. Some local products have good internal quality; however, they do not pay attention to external image propaganda. "The emperor's daughter does not marry"; there are solid ideas. This has greatly reduced the market share of products, which is also contrary to China's development of a modern market economy. Therefore, for local specialty products, “packaging†is the guide for people to walk out of “homeâ€; therefore, in the packaging strategy of local products, the “locality†of products should always be reflected. As the saying goes, "One party raises one person." How to make this "water and soil" raise more people, so that more people know this "a water and soil." I want to better solve this problem by embodying the "local" nature of the product packaging.
To reflect the local nature of the product, I think that one can be directly reflected in the form of text on the package, so that the buyer can know at a glance where the product is produced. Nowadays, some manufacturing companies use local names for products. Directly tell consumers where this product comes from. For example, “Guilin Hot Pepper Sauce†and “Xuanlian Lotus†produced by Wuyi of Zhejiang Province, “Xuan†is the town of Xuanping in Wuyi. There are also Hunan Xiangquan wines. All these products are local specialty products, and their name is also very authentic.
Second, the “local†nature of the product can be reflected through the trademark of the product. Such as Beijing's "Beijing brand" jeep, its trademark is composed of "North", and the "Tiantan brand" series of food, its trademark is based on Beijing's scenic spot Temple of Heaven's graphic simplified. There is also the trademark of Shaoxing Huadiao Liquor, which is a change from the “Shaoxing†two-character font. These products all reflect the characteristics of "local production" on the trademark.
The “local†nature of the product is reflected in the packaging. The purpose is to show where the product originates and how to attract consumers. Here I would like to combine some examples in the real world and discuss the content in this respect.
For local specialty products, most of them are limited to the local surrounding areas. In order to “cross out†the product, it is also necessary for the person wishing to purchase to “buy†it. Because, in today's world, tourism has become a major new industry, and local specialty products are the first choice for the development of tourism products. Therefore, when designing product packaging, more consideration should be given to tourists' convenience and ease of use. Portable and can be divided: "hand-held", "back strap", "small-scale", "combined" and so on. Among them, "small-sized packaging" should be the mainstream of development. Such as "Zhenjiang balsamic vinegar", similar to the introduction of oral liquid packaging in recent years, a box of 12, which is easy to carry, but also easy to use. Especially suitable for families who rarely cook. There are also mineral water such as 500 ml bottles; Wuyi “Xuan Lian†also basically uses 500 grams, and its purpose is to facilitate the carrying and use of the buyers.
"Portable" packaging brings convenience to buyers. How can consumers be more intuitive and buy local specialty products with more confidence? On the packaging, "transparent" packaging can be used. Transparent packaging, high transparency of the outer package, clearly visible. Through the packaging, you can see the type, color, quantity, and quality of the product. This kind of packaging is used for food packaging. There are also "transparent bean curd", "is the forest melon seeds" and other transparent packaging. This kind of packaging can, to a certain extent, enable the purchaser to have a psychological feeling of “buy comfort, eat comfortablyâ€. In addition, the local characteristics of the product used a transparent packaging, allowing buyers to see the product's "characteristics", but also to attract the attention of buyers in an intuitive manner.
Transparent packaging gives buyers a sense of “trust,†and another type of packaging creates a “benefit†for buyers. This is the "reuse type" package. When the contents of the package are used up, the exquisite outer packaging can be reused. For example, strap-type packaging, cup packaging, box packaging, bottle packaging, barrel packaging and so on. In some ethnic minority areas such as Guangxi and Yunnan in China, their unique national costumes and near-original hand-woven woven bags have been used in packaging. These woven bags are for tourists and they both buy back local specialty products and buy back souvenirs. There is also the "Beijing Peaches," which are packaged in small, bamboo baskets that are flat and round. After eating the preserved fruit baskets, they can be used to hold other items or to be used as a decoration for home furnishings. Another example is Hunan's "Xiangquan" wine. Its distinctive packaging makes people feel refreshed. As a wine package, a small bottle made of brown purple sand is used; the bottle mouth is wide, the neck is small, and the bottom is wide, shaped like a cone. At first sight, it was thought that it was a newly unearthed artifact. On its neck, it is also a small red silk. After you see it in antique packaging, you feel the origin of this wine production history. No wonder some buyers are frank: "I buy Xiangquan wine not only for its taste, but also appreciate its unique packaging, and its empty bottle is also a good decoration." This sentence can represent some buyers The psychological characteristics. To be precise, it is the consumer's approval for the successful packaging of Xiangquan Liquor.
Reusable packaging gives buyers a sense of benefit that is tangible. But there is also a kind of packaging that touches people's affection and friendship intangibly. Let people buy this kind of product with special meaning in a mood of “pursuing beauty and seeking truthâ€; this kind of packaging has strong artistic appeal on certain local specialty products. Such packaging can be called “ Cultural packaging." Such as "Confucius House Wine" packaging, antique, has a strong cultural atmosphere. Cultural packaging requires packaging design to highlight cultural connotations, using cultural factors to organically combine product features and consumer positioning to meet the dual requirements of consumer cultural needs and product needs. For example, the design of the “Southern Black Sesame Paste†produced in Guangxi reflects a kindness and has become the gift of choice when visiting relatives and friends, visiting teachers and seniors. There is also the use of the cultural packaging for the design concept of wine bottles, such as the development and production of the Xiong Gong Niang wine in Jishou City, Hunan Province. The company uses the mask image of the Nuo opera as the basis of the bottle shape, has a wonderfully conceived idea and rich connotations, and it has created an extremely tempting sense of cultural mystery and fully demonstrated the unique charm of China’s national culture. The reason why the wine was launched was widely enjoyed by consumers, and its packaging design played a significant role. Therefore, the "cultural" packaging should also be a new direction for local specialty products in packaging design.
The four kinds of packaging strategies that I have talked about with local products are trying to reflect the “local†and “characteristic†of the products. At the same time, they emphasize that the packaging design should also be integrated into the modern shopping. Concept. The design of packaging should be diversified to suit different people's choices; it should not be deliberately dull and vulgar imitation. However, how to choose the packaging strategy for local specialty products is also a topic that we should all discuss together: It is worthwhile for us to explore forever.
I believe that in the implementation of packaging strategies for local specialty products, attention should be paid to the consistency and authenticity of external packaging and internal products. This is not only a prerequisite for the implementation of packaging strategies, but also the only basis for verifying the success of packaging strategies.
(Engaged in "Packaging World" Chen Linfang)
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