It is no exaggeration to say that making a powerful package is more difficult than producing a bottle of good wine —

What is a powerful package?

It can effectively reduce the time for consumers to choose; it can provide an effective guarantee for product quality; it can provide appropriate consumer experience, promote brand communication with consumers; it can promote consumption, at least not to create barriers to consumption; it can The company’s brand and product system form a strong focus...

“If wine is like a girl to be married, then the packaging is her coronet...”

As we all know, packaging is an important part of alcoholic products. In a sense, packaging is the sales force. For wine, especially if it is!

China's wine packaging status

In the success factors of mainstream wine products and emerging products, packaging has played a significant role. Especially for emerging products, packaging is a powerful weapon for its charge.
● Changyu Castel Winery: The packaging has a distinctive European style, and the variation of the bottle shape can greatly enhance the visual effects of consumers.
● Dynasty dry red: Excellent background pattern, conveys a consistent high-end feeling.
●Huaxia 92: On the one hand, the background pattern of the Great Wall and the distinctive word mark of “great wall” express a strong brand appeal; on the other hand, the use of a bottle with a gray spot gives people a vision and recognition of the year. .
● Star Great Wall Dry Red: The star logo attracts attention. From one star to five stars, star-red dry red shapes different product levels through packaging.
● Yantai Great Wall: The eye-catching gilded coastline logo and framed composition, as well as simple and clear colors, make it stand out among many wine packages.
● Yunnan Hong, Shangri-La: Unique ethnic style, with great rendering power, which impresses consumers.

The defects of wine packaging in China

Compared to the continuous updating of wine products, the change of wine packaging seems to lack new ideas. After conducting a market survey and communicating with a number of packaging design companies, the author summarized several shortcomings of current Chinese wine packaging.

1, imitating the prevalence of Western style, the lack of local cultural characteristics

Nowadays, domestic wine packaging has less Chinese native cultural characteristics, and most of them still only stay on the imitation of western packaging style. This is partly due to the consumer's awareness that "wine is an exotic product", which has allowed it to recognize such packaging. Therefore, some people say that "wine packaging cannot break its origins." Even if the Great Wall of China Co., Ltd. uses the “Great Wall” pattern with Chinese characteristics as its background, it is still a fusion under the Western packaging style.

2, color, composition changes in a single, brand promotion is not enough

The current domestic wine packaging has certain limitations in terms of color and composition. The use of color tones is basically fixed in the red, yellow, gold, white, black and other areas, making it difficult for consumers to “light up”. The single form of composition and the selection of pattern background are concentrated in the vineyards and other landscapes. Most of the overall structure is arranged from top to bottom, which cannot highlight the different characteristics of different brands and give consumers the same feeling.

The singleness of this change, to a certain extent, is constrained by consumers' current consumer awareness, but it has brought obstacles to the promotion of the wine brand image.

First of all, almost identical packages cannot influence the consumers on the first look and feel, and increase the difficulty of selecting consumers whose identification ability is still low.

Second, domestic consumers are less loyal to single-brand wines at this stage, and misleading packages can be misleading.

Third, the less differentiated domestic wine packaging is not conducive to fostering the consumer's deep preference for the brand, and can not form a long-term impression in the minds of consumers, thus making it difficult to form an effective promotion of the brand image.

3, mature brand lazy in packaging "breakthrough", second-tier brands lack packaging innovation

Packaging is the first medium for brand awareness in the minds of consumers. After a certain form of packaging creates an inherent concept in the minds of consumers, companies may obtain loyalty from consumers. Therefore, many mature brands lazily break the tradition in packaging and carry out " Breakthrough" improvement.

However, “new and old” is the nature of many consumers, and the immutable packaging will no longer attract the attention of consumers because it cannot adapt to the development of the trend, and it cannot meet its changing needs. In fact, consumers' approval for packaging of a certain brand is usually limited to a certain part of them, such as the recognition of Weilong liqueur “big belly bottle”, the recognition of the Great Wall star logo, and the pattern of dry red background The recognition, and so on, so, as long as the packaging of mature brand products retains its widely recognized essence, and on this basis can be combined with the development of the market trend of improvement can be. This will not only highlight the brand features but also attract more consumers.

If the packaging of mature brand products is lazy to “breakthrough” based on market recognition factors, then the second-line brand products appear to be weak in innovation on packaging. Compared with mature brands, the market base of second-tier brands is relatively weak. Therefore, through unique packaging, consumers feel refreshed and willingly “purse” their purchases, which is one of the breakthroughs for second-tier brand products to occupy the market.