Packaging is not only a product manual, but also a mobile advertising platform, which is the first step in brand marketing. In the era of consumption upgrades, more and more brands want to start by changing the packaging of their products to create product packaging that meets consumer needs.
So, should the product packaging specifications be big or should you laugh?
Packaging specifications cannot follow the trend at will, but depend on consumer demand and consumption scenarios. Only when product specifications are fully aligned with consumption scenarios can it win market recognition.
Social media invades people’s fragmented time. If they can’t cause topics on the Internet, it’s like they can’t stir up splashes of water, and it’s difficult to get the attention of others. In the Internet age, marketing is not afraid of having a slot, but also of not having a communication point, and “bulk packaging” is a good way to attract consumers’ attention.
Young people have a sense of freshness in everything. Successful “big packaging” can not only increase the sales volume of a certain product of the brand, but also invisibly increase the brand memory of consumers, which can effectively improve brand awareness and Attention.
From drinks to snacks
The “small” trend of commodity packaging
If large packaging is to create events and is the “flavoring agent” of life, then small packaging is a personal pursuit of exquisite life. The prevalence of small packaging is the trend of market consumption.
01 “Lonely Economy” Trend
According to data from the Ministry of Civil Affairs, my country’s single adult population is as high as 240 million, of which more than 77 million adults are living alone. It is expected that this number will rise to 92 million by 2021.
In order to meet the needs of singles, small packages have become popular in the market in recent years, and food and beverages in small quantities have become increasingly popular. Tmall data shows that “food for one” commodities such as small bottles of wine and a pound of rice have increased by as much as 30% year-on-year on Tmall.
A small portion is just right for one person to enjoy. There is no need to consider how to store it after eating, and there is no need to consider whether others are willing to share together. It is very in line with one’s life needs.
In the snack market, mini packaging has become an Internet celebrity in the nut category. 200g, 250g, 386g, 460g are available in different packages. In addition, Haagen-Dazs, known as “Noble Ice Cream”, has also changed the original 392g package into a small 81g package.
In China, the popularity of small packages relies on the ever-increasing spending power of young singles. What they bring is the prevalence of the solitary economy, and many small-package products with “one person” and “alone hi” are more likely to stand out. The “single self-lohas model” is emerging, and small packages have become the product most in line with the “lonely economy”.
Post time: Dec-15-2021