Packaging market

No company does not want to expand its own market. Nowadays, the most popular way to seize the market and expand market share in the wine industry is to buy stores and various forms of promotional activities. Although the use of these two methods can win a part of the market, as the competition in the wine market becomes more and more intensified, the price to win a submarket using these methods will increase, and the effect will be worse and worse. So is there a better way to expand the market? Recently, the author saw on the Internet a piece of information about the packaging design of Australian wine companies that varies from consumer to consumer, hoping to provide inspiration to domestic manufacturers.
The information said that the concept of packaging design around the market has been fully reflected in the two companies of Hardy and Cranswick in Australia.
Hardy is an Australian wine company and its main market is in the country. According to the company’s survey, 44% of Australian wine consumers are women aged 20-29, and 7% are women over 30. As a result, the company designed a series of low-alcohol wines called “naughty” specifically for young women. This package is made up of "heat-seeing", "swaying", "possible" and "required". It adopts 750ml streamlined glass bottles with different colors. For example, "heat" is golden, and "all" is presented. In red, the metal coating is applied to the glass bottle very uniformly, making the entire bottle look shiny, more delicate and more comfortable to touch. The company believes that wine consumers are more willing to buy bright-coloured bottle-clear wines. If they think this package is suitable, they will like it like their own lipstick and perfume. Sure enough, one year after the packaging was launched, the company’s wine sales increased considerably. At present, the company tried the same type of packaging on 250ml glass bottles.
Australian wine exporter Cranswick’s main market is in the UK. It believes that 80% of the British wine consumers are men. Therefore, it is not exactly the same as the above companies for the design of their own wine packaging. The company's "imagined" series of packaging a total of three varieties, each species are using streamlined glass bottles, but the bottle color is not very bright, such as light green, deep purple, etc., the bottle color is like a crayon smear, rough without losing the soft, bottle Silver white with irregular graphics. Once launched, this package brought about 10% of the market for the company.
It can't seem to underestimate the packaging of the product. The exquisite and unique packaging can also create a market for the company. Compared with the two Australian companies, China's wine production companies do have some shortcomings in packaging. In fact, this has long been proposed by businesses.
Chen Yuan, manager of Hubei Yuanmao Group: Although there are many domestic wine brands, there is not much difference between the brands. The homogeneity of wine in China is serious. The same bottle type, similar taste and the same label design, the only difference is the label. Marked words. I have learned from years of business experience that if a brand wants to attract consumers and be accepted by consumers, packaging is also an important part of the product, in addition to its inherent quality, because consumers are not in touch with wine but packaging. So I suggest that manufacturers make more efforts on the packaging of wine, which is conducive to our business market.
Guangxi Hongyuan Commercial Song Manager: China's wine has too little of its own characteristics on the packaging, whether it is dry red or dry white. Almost all manufacturers use Bordeaux bottle type and burgundy bottle type, western packaging and stereotyped, I do not mean that Bordeaux The bottle type and the burgundy bottle type are not good, but no matter how good these two types of bottles are, it is moorings after all. It is a symbol of Bordeaux and Burgundy wines. I always feel that there is something wrong with foreign bottles and Chinese wine. . Chinese wines should have their own characteristics. In order to show that the characteristics should first change the packaging, I have a bold idea. What effect will the wine be put into ceramic bottles with ethnic characteristics?
Manager Yang of Urumqi Wanda Wholesale Center: Nowadays consumers are increasingly demanding packaging, especially in the rural market. I think domestic wine companies are still not flexible enough in product packaging. For example, the capacity of wine bottles is mostly 750ml and 1000ml. This kind of capacity is more suitable for household consumption. It is not suitable for hotels and nightclubs. Popular, such as 375ml and 250ml.
Dalian Golden Manager: I think that some of the wild mountain wine manufacturers in the Northeast have done a good job on packaging. In the past few years, there have been several kinds of special packaging that are different from foreign countries in the northeast, such as baskets full of game, barrels popular in the countryside, and root carvings of various shapes. Just saying that the quality is not about packaging has passed. Good products need good packaging. Although the market is not packaged, good packaging can bring about the market.