Food Packaging Innovation Helps Enterprises Get Rid of Product Homogenization

[China Packaging Network News] With the trend of consumer individuality becoming more and more obvious in recent years, the competition in the food packaging market seems to be another battleground for the food industry. Recently, the tree coconut milk adhered to more than 10 years of packaging in the recent introduction of a new packaging 28 years and freshly squeezed, as the industry leader, after the coconut tree dress is to let everyone never forget or continue to do it?

Continuation of many years of unchanged packaging, and why?

In the past decade or so, there has been a slight change in the packaging of coconut palms, but in order to ensure product identity, even if the changes are not easily perceived by consumers. Why coconut coconut milk packaging has not changed so much over the years?

Because for such a well-known classic product, packaging is a very important product identification, once the change is too large, it will bring consumers cognitive problems, causing the loss of consumers. Furthermore, packaging is also a manifestation of the brand image. Packaging allows people to visually establish the impression of the product, can be modern, young, cartoon, sports and so on. The packaging of the coconut tree is more classic, and the overall style lasts for more than a decade.

Why choose to change packaging now

This coconut coconut juice significantly changes the packaging design language, will not allow consumers to form a stranger and distrust?

Competition of homogenized products: In the Coco Group headquarters, many competitors have appeared in Hainan Province, coconut milk companies have mushroomed throughout the country, and rising stars such as special forces and happy families are accelerating the market for coconut palms. . With the emergence of competitors, the coconut tree group has occupied a lot of market share in Hainan and even across the country.

Poor advertising quality: as a gift given to a slightly lower grade, poor product packaging design: huge state banquet drinks, without any additives. There is not enough brand recognition on the publicity position, and the name of the state banquet beverage is wasted. With the name of national banquet drinks, taking health drinks, giving gifts or even health drinks, etc., must be much better than the current promotion strategy.

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Under the New Normal, the Dilemma of Beverage Enterprises

Product spreads are small, and sales power is insufficient: The product's profit margin is insufficient to drive the growth of products in the channels, and companies continue to promote sales, and this profit is not enough to drive distributors and terminals to invest a great deal of enthusiasm to promote products.

The product's creative speed has not kept up with the speed of consumer changes: consumers want to drink more and more stylish, more and more healthy products, but now the product can not meet such needs, so there have been some conflicts. Coconut coconut milk, as an old brand, has been surging for many years with its dominating consumer minds, but companies face the same challenges in the new economy.

Tigers are difficult to fight against wolves?

As we all know, China's beverage industry has two famous brands: North Lulu, South Coconut. In the past ten years or more, these two companies have almost monopolized the market of almonds and coconut milk, and they have not seen competitors from the telescope. Many small businesses have annual sales of less than 100 million yuan, which is simply unsuitable. challenge.

After 14 years of experience, Lulu released information on replacement packaging and new products this summer. The brand-new packaging is cartoonized and fashionable, and it is clearly aimed at young people and children. With the explosion of plant protein drinks in recent years, special forces, happy families, etc. have all jumped out to split the coconut juice market, and coconut palms are falling into the sea of ​​guerrilla warfare.

Compared to other competitors, the advantage of the Coco Group may lie in the loyalty of the channel and the original group of consumers, but this advantage may become insignificant when the channel moves to the Internet. At the same time, the coconut tree group faces the danger of aging consumers. In the face of emerging young consumer markets, earning trust from young consumers is a top priority.

Replacement of packaging is not

After many years, there has been no major change in the packaging of Red Bull, Laoganma, Maotai and other products, and the market sales are still far ahead. After the new coconut coconut milk is introduced, consumers may buy it because of curiosity; on the other hand, the competition for coconut milk is very fierce and has entered a stalemate state. Unpredictable.

For old brands and old brands, products will gradually fade due to changes in demand, and companies will be removed and changed due to lack of innovation. In the context of guaranteeing quality and quantity, old brands and time-honored companies must in particular broaden their horizons, innovate in their studies, and expand in innovation. If blindly sticking to the rules, sooner or later will be crushed under the wheel of history.