In today's increasingly homogenized products, packaging has evolved from the simple effects that were originally used only for the transportation and protection of products to the present and has been given more in-depth connotations. According to statistics, 30% of product competitiveness comes from packaging, which is an important factor in improving product sales and creating brands. No matter how good the product is, it may not be able to sell for a good price because its packaging is not suitable. According to DuPont's "Dupont Law," 63% of consumers make purchase decisions based on the packaging of goods.
See International fashion packaging return to the old scenery
LV, GUCCI, DIOR three world top brands invariably passed through the space-time tunnel back to the past, looking for continuing "myth" packaging inspiration.
The LV latest brochure in the hands of the reporter is full of the mysteries of ancient and modern intersections. Whether on a steamship crossing the Spanish Strait in 1912, on a train leaving Zurich in 1956, or in Paris in October 2006, when the black car came out When the model opens the LV to find out when the makeup begins to make up, every part has the figure of LV, they all show the brand penetration, LV quietly blooms in every corner of the world. Xi'an LV clerk presented to reporters a rectangular kraft paper bag, such as stroking the bark, and the fingers rustling. The brown was pure brown. The bottom of the top French scribbled: “Louis Vuitton was founded in 1854. "Paris, France" is a natural material used to hold bread on the streets of medieval Paris. It told reporters that this is the latest LV handbag packaging.
In the Xi'an GUCCI franchise store, a five-letter classic LOGO, a dark brown large shelf, piled on the ground with a patchwork of gift boxes, in the sun, exudes the calm and pride since the creation of the brand in 1906 to date; The classic rivets still retain the style of the early centuries. It seems to remind people that a group of Italians are in low houses and polish their horses and saddles for riders. The atmosphere is silent and low-key.
The DIOR 2007 spring makeup limited edition star product “Flying Box†was inspired by the Dior Flight handbags sold in the spring and summer of 2006. This collection of handbags was washed with old textures and printed with Dior LOGO denim. The embodiment.
Analysis of luxury packaging to stimulate consumer desire
Mr. Yao Jiangang, general manager of Xi'an Meimei Department Store, loves the packaging of “Hermèsâ€. His meticulous design reflects his full respect for customers and his brand culture. He believes that there are three types of target customers for consumption of luxury goods: one has sufficient purchasing power and can spend a long time; the other has a certain purchasing power, which is a non-periodical experience type; the third, although the purchasing power is weak, they are characterized by publicity. Buy luxury goods to meet your inner needs.
The packaging of luxury goods allows the first group of people to enjoy a high-grade, uniform luxury from the inside to the outside without interruption; the second group has a timetable for purchasing luxury goods, and the outer packaging can visually and psychologically promote it. The dependence and habit of their purchases, along with their desire to buy; the third group of people is a potential consumer of luxury goods, a unique consumer psychology makes them easy to visually favor the packaging of products, while luxury goods Outstanding packaging often rewards others for their quality. Based on the above reasons, packaging is an important added value of products, and the investment in sales links should account for more than 30% of the total investment.
The reporter interviewed several consumers randomly in a luxury store. They basically belonged to the second class of consumers in the mind of the man. The monthly salary was more than 5,000 yuan. He used luxury purchases as a reward for hard work, usually every few The monthly meeting will be purchased once and consumption is planned. The luxury packaging, Cindy, who had purchased a LV bag, said that he had bought a leather bag for more than a year. The exquisite brown leather cord wrapped around the box has never been lost. Mr. Zhang has a special liking for CK. : "You can see how good people's ad words are: If there is nothing between me and CK, we must have this pure feeling."
The "old name" stresses packaging can be reborn
Mr. Shi Jiajun, the brand architect, has been committed to the promotion of the “China Time-honored Brandâ€. He believes that in addition to the appearance of the brand packaging, it is more important to improve the business model. Therefore, apart from keeping up with the times and catering to the needs of the market for new products, the key to realizing a century-old shop like Rui Wei Xianghe Fang Liansheng is to fundamentally change the traditional business model to create a new business atmosphere. Mr. Xi’s job is to re-integrate the resources of the old Chinese companies currently contacted, using animations and three-dimensional LOGOs, all on the network to display the brand image, which not only reduces costs, but also makes it easier to get more people. Pay more attention to its brand.
Some domestic brands in the packaging process, some revitalized, some lost themselves. The “Seagull†brand shampoo, which was often used as a child, has disappeared; the design of the colorful iron face has disappeared. However, in the design of the international brand Anna Su’s black puff with a red bow, it should be considered “ Colorful oriental charm. In this regard, the general manager of the United States and the United States Yao Jiangang believes that the reason why these excellent domestic brands have lost the market in the competition is not a problem of quality, but the lack of continuity in the sales cycle as always. In terms of packaging, the first is the lack of sufficient market research and financial support for brand packaging in the early stage; secondly, it does not give consumers a sense of brand continuity and enjoyment. The packaging of the “old name†cannot be the same as the old homeless old calendar. It will always stay on the first page, and the packaging concept will not be improved. Even if advanced technology is used, the effect will not be obvious.
Analyzing the reasons for the above-mentioned domestic brands' failure, Xi Jiajun stated that the “old name†should fully draw on the experience of LV, GUC-CI, Dior and other brands, and on the premise of observing the modern packaging concept, allow those who can reflect the essence of the product and represent the external characteristics of the brand. The elements are retained and sublimated to the utmost in the process of re-building the brand, thereby inheriting the classics and re-leading the fashion trend. This is the key step for the “old name†to get new.
Reprinted from: China Business News