Packaging is an indispensable condition for the transportation, handling, storage and sale of ceramics. For modern ceramics companies, packaging can not only increase the value of the product, but also play an indirect promotional role. With the continuous expansion of the market size, ceramic packaging has become an important aspect of the ceramic enterprise market operations. Especially in the international market, packaging directly affects the product's price and sales; At present, China's ceramic packaging level is relatively backward, basically stuck in advanced porcelain manufacturing countries in the sixties and seventies level. In some porcelain producing areas, there are such phenomena: foreign merchants place orders in the porcelain production area, and the color box used for packaging is shipped from Hong Kong. This shows that improving the ceramic product packaging, raising the level of ceramic product packaging, and promoting the ceramic product sales is a pressing issue for ceramic companies. How to do a good job in ceramic product packaging, a variety of ways. In the packaging of ceramic products, using a good packaging strategy is a good way to improve the level of ceramic product packaging. Packaging strategy is an important part of an enterprise's product strategy. It mainly considers the promotion of product sales and the reduction of product costs, and determines the packaging method for enterprise products.
When customers purchase porcelain, the first thing they see is the sales package and the sticker of the porcelain – this is also the self-promotion of the product, and then carefully looks at the appearance of the porcelain before deciding whether to purchase it. According to relevant foreign statistics, 45% of consumers are determined to purchase only after being attracted by packaging. Therefore, the purpose of ceramic product packaging is, in the final analysis, to stimulate customers' desire to purchase on the basis of ensuring product safety and minimizing packaging costs. In order to enable ceramic packaging to attract customers, facilitate customers, and encourage customers to purchase repeatedly, different packaging strategies can be adopted depending on the conditions of the company itself. Ceramic companies can use the following packaging strategies:
1. Similar packaging strategies, also known as product line packaging strategies.
Refers to a variety of products produced by a company, using the same pattern, approximate color, or other common features on the packaging. At present, many of our ceramic companies' product packaging often overlooks this point. For example, many ceramics companies produce the same type of matching tableware used in the packaging box, almost the same, except for the standard name, the design is basically the same, the manufacturers in the packaging shape There is nothing unique about it. Such as ceramics enterprises in product packaging fully consider this strategy, in the packaging shape has its own unique patterns, colors, etc., allows customers to enhance the company's product awareness, so that they can easily find the company's products, expand The market impact and sales momentum of the company's products. Using this packaging strategy, you can also use the original market influence of the company to promote new products to occupy the market, and eliminate the customers' distrust of the new products naturally due to the market reputation of the company. Therefore, enterprises can also maintain market advantages, gradually increase market share, and obtain steady development of the company. Using this strategy can achieve the goal of saving design costs and reducing packaging costs to the lowest possible level. However, it should be noted that this strategy can only be applied to ceramic products of a relatively high grade. If products of different grades use similar packaging, not only will the packaging cost of low-end products increase, but the sales of high-quality products will also be affected. For the packaging of ceramic products of different grades, the next packaging strategy can be adopted.
2. Grade packaging strategy.
It means that according to the value of the goods, it is divided into several levels and different packages are implemented. In recent years, ceramic exports have not paid due attention to the packaging of ceramic products, resulting in many unnecessary losses. Some of them have entered high-grade ceramic products because they are too poor to sell only middle and low prices. It makes people feel pity. Foreign investors often comment that China’s ceramics are “first-class quality, second-class packaging, and third-class prices.†As the saying goes: “Safflowers must also support greeneryâ€, a relatively high-grade ceramic product, but also suitable for its worth. The exquisite packaging shows and even raises its value; the lower-grade ceramic products do not have to spend too much on packaging costs that are not commensurate with their grades. Otherwise, they will receive counter-productive effects, increase the cost of packaging, and make customers feel that their products form a “failureâ€. Therefore, ceramic enterprises must use different grades of packaging for products with different grades of high, medium and low grades. For the high-grade porcelain exported to foreign countries, the use of artistic and exquisite packaging to stimulate the desire of consumers to buy, even if the packaging costs are also high. Of course, packaging design should pay attention to the customs and habits of export regions, and should pay attention to the taboo colors and patterns in some areas. For high-grade ceramics, although the increase in packaging costs will increase the sales price of ceramic products, there is no need to worry too much about causing sales difficulties.
Because, with the development of the times, the level of people's consumption is gradually increasing, as long as the ceramic products have new ideas and aesthetics from the packaging to the intrinsic quality, consumers are willing to spend a higher price to buy. However, for lower-grade ceramic products, the main purpose of packaging is to protect products, facilitate customers, and save packaging costs. There is no need to spend too much on package costs in pursuit of exquisite packaging. Otherwise, the increase in packaging costs will inevitably cause the company to suffer losses.
3. Supporting packaging strategies, also known as multiple packaging strategies.
Means that according to the convenience of consumer habits, a variety of related products are packaged in the same package and sold at the same time. The packaging of matching cutlery, tea sets, coffee sets, wine sets, etc. in ceramics is based on this packaging strategy. The advantage of using this packaging strategy is that it is convenient for customers to use in combination, and the main products carry and sell other secondary products, especially the old products to bring new products, which is conducive to the promotion of the growth of new ceramic products, so that customers can accept the new products unconsciously. Products that enable new products to open the sales market. In addition, the sales of the product alone and the matching sales are only compared to the sales alone, and the sales volume will certainly be much larger, so that the purpose of expanding the sales of the product can also be achieved. For ceramic companies, it is an important task for ceramic product packaging designers to understand consumer psychology and meet the needs of consumption levels and structural changes, and to improve and add more supporting ceramic packaging. It is worth noting that this type of packaging should not be used in products with no connection or quality gaps. Combining products that consumers use when they do not have strong ties, or grouping products with different quality grades and matching them together to customers, not only damages the company's reputation, but also causes customers to feel disgusted, and it also creates a large backlog of products. unsalable. In view of this, many companies put the so-called mixed grades of ceramicware with different quality and inferior quality in the same box to be solved.
4. Reuse packaging strategies, also known as dual-use packaging strategies.
It is required that the packaged product be used, and the package can also be used for other purposes. If ceramic enterprises use such a packaging strategy, the ceramic product packaging itself is a handicraft or a practical use of another purpose, on the one hand can cause consumers to buy the desire; on the other hand, can make the printed trademark packaging, Unexpected advertising effectiveness has caused repeated purchases and increased sales of ceramic products. We can often see that some pharmaceutical factories use medicinal materials such as suitcases, stationery boxes and biscuit boxes to hold medicines, so as to achieve the purpose of selling products. Although this practice has the suspicion of drilling state medical funds, it avoids them. Regardless of its purpose and results, it can be said that it uses the re-use packaging strategy to achieve the purpose of promotion. If ceramic companies adopt such a packaging strategy, the inadequacies are: high packaging costs, and some price-sensitive customers may therefore give up their intention to purchase products. Therefore, the premise of adopting such a packaging strategy is to fully consider the extensive needs and wide use of the packaging.
5. Bonus packaging strategy.
It means that in addition to this product, other gifts that can be purchased by customers are included in the package so as to achieve the goal of expanding the sales of the product through gifts. This is a major strategy in modern packaging. At present, domestic ceramic companies have not yet seen the use of complimentary packaging. Certain conditional ceramic companies may consider taking the first step and use this packaging strategy to expand the market and sell them in multiples. The selected gifts should be novel and affordable, and use different types of customer gifts for different target markets. For example, for daily household porcelain packages sold by housewives, consider placing objects such as pins, home decoration artworks, knit embroideries, etc. suitable for women's consumer psychology; Objects of the ceramic product packaging can be placed in small toys, pictures, etc. suitable for children's consumer psychology items to expand product sales. Gifts in each package are best avoided the same, but there are links, the use of consumers seeking perfection, novelty, curiosity, the use of rare items to meet customers, to arouse consumers greater desire to purchase, to attract customers to repeat purchases. The “Ballet†pearl cream produced in Jiangsu Province in China, which was sold in 1981 to record the history of the Hong Kong market, became the best-selling product in the international market. This is an example of the successful application of this packaging strategy.
6. Change the packaging strategy.
It refers to companies changing their original packaging designs and adopting new packaging. This change can be a change in packaging technology, a change in packaging material, or a change in the packaging structure. This packaging strategy is particularly suitable for poor quality of ceramic products. After customers distrust the ceramic products of the company, they use modified packaging to accommodate ceramic products with improved quality and reduce the distrust of customers, thus receiving unexpected results. The effect, for a longer time ceramic product packaging, also consider the need to change the packaging. At present, China's ceramic product packaging is quite backward, and there is great potential to change the packaging technology, materials, and structures. Jiangxi Ceramics Export Corporation passed the improvement of packaging in 1986 and the loss was 570,000 yuan.
Which packaging strategy a ceramics company chooses must be subject to various constraints within the company, such as national regulations, packaging costs, and consumer demand. Choosing the right ones is in line with the interests of the enterprise itself, and the product packaging strategy that is in line with the interests of consumers and the country should be a decision-making content that ceramics business operators should attach great importance to. To be sure, clever use of packaging strategies to improve ceramic product packaging can play an important role in improving the level of ceramic product packaging.
Source: United Ceramics Network