Color box packaging are so ugly, but sell so well! So the secrets are all here ……
Stay in the food industry for a long time, you will find many people can not understand the phenomenon – for example, many big brand brand image, packaging design for more than a decade, obviously behind the times, but the product is sold surprisingly well.
Like the world’s ugliest logo rated Wahaha, commercials to many after the 80’s left a psychological shadow of Want Want, for a red cans to grab the uncontrollable Gadobao Wanglaoji, flowery Xufuji is one of them.
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The awakening of brand awareness
Stay in the food industry for a long time, you will certainly find a lot of incomprehensible phenomena
Brand awareness is something that makes no sense in times and regions with poorer economic conditions.
The Sales Manual for the Second and Third Level Markets cites the example that in the 1990s, an international brand of laundry detergent was driven out of the market by a local brand in the third level market because it was 50 cents more expensive.
The same example, in some remote rural areas, Wang Milk milk, old Wang DaYi herbal tea, WA QiaQia Eight Treasure Porridge, YunBi soda, pulse hijacking sports drinks, ZhiZhi melon seeds, rely on low price penetration of the market, and also sell a lot of sound.
Color box packaging are so ugly, but sell so well!
However, the cliché that, with the continuous development of China’s economy, the gradual disintegration of the dual structure of urban and rural areas, this cottage brands, imitation brands, relying on low-priced penetration of the market will be more and more brands into a dead end.
This is because, when people’s economic level continues to rise, brand awareness will begin to awaken.
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Create scarcity is the best way to make money
Want to make money, we must learn to create scarcity. In times of scarcity, the material itself is scarce, so people focus on the material itself. For example, the rice and candy mentioned above. So in today’s material abundance, what is the most scarce thing?
In the industry, the endorsement of big brands, quality assurance, brand culture, brand personality, brand imprint, and the aesthetic pleasure it brings to people are all incomparable to small brands. These intangible assets form another sense of scarcity in the homogenized food market.
What Coca-Cola sells is not sugar water, but pleasure;
Coca-Cola is not selling herbal tea, but a psychological comfort based on people’s trust in thousands of years of traditional Chinese medicine culture to sell a kind of not on fire;
What Oreo sells is not cookies, but the endorsement of foreign brands and happy childhood;
What Snickers sells is not peanut chocolate, but inspirational chicken soup to be yourself;
Puratos sells a different kind of spiritual adventure;
Sanquan Dumplings sells the middle-class psychological need to eat something good and necessary;
Dove sells the feeling of being in love;
Hsu Fu Chi sells the joy of the New Year;
Xiaomingxun sells the young people’s bitchy subculture;
Oriental Leaf sells sexually cold tastes and aesthetic preferences. ……
Relying on the basic function of the product to fight the world, one day will be newer and better products to defeat; while relying on the brand image to fight the world, can be deeply into the minds of consumers, become a part of their lives, and become friends with consumers. This is the most favorable means of creating scarcity in the homogenized food market.
Many people may ask, we are small brands do not have a strong endorsement of big brands, how to create brand scarcity?
Small and medium-sized brands do not have a strong endorsement, then we rely on the unique personality to occupy the consumer’s psyche.
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What exactly is the aesthetic demand
Why big brands are ugly but sell well?
Aesthetics in a narrow sense is the pursuit of beauty, but in a broader sense, it may encompass a preference for the total message embedded in a particular brand.
For example, if a person likes Coca-Cola, it’s not just the pretty packaging and the funny quotes that he likes, it’s more about the impression that the brand has given him over the years.
That’s why Want Want’s packaging is very earthy and its advertisements are magical, but it is part of consumers’ childhood memories.
The sugar paper of Great White Rabbit Milk Candy is decades behind the times, but it is a memory of a generation.
Hsu Fu Chi’s packaging is flowery and green, but it represents a kind of New Year’s cheer.
This is an advantage, a scarce advantage, the general lack of heritage small brands will not have this advantage. These earthy brands, from the material scarcity of the era over, with people in the scarcity of the formation of food in the era of good memories, these memories form the brand’s unique temperament, and this gas
