Packaging: Neglected Product Force (I)

Battle of development

In March, it was the opportunity for many paint companies to develop new customers, readjust the customer structure, and grab more market share. The success of the development of customers was not only related to the company’s direct sales growth, but also crucial to the improvement of brand awareness. Based on this, every year, paint companies will mobilize all resources and stage a battle for customer development.

The background of the battle of development

As an indispensable material for home decoration, paint has developed rapidly with the rise of real estate and decoration heat in recent years. At present, the market capacity of civil decoration coatings exceeds 40 billion yuan. As the industry's low barriers to entry, profits are relatively abundant, attracting a large number of companies into the paint market to grab gold. According to statistics from China Paint Online, there are nearly 8,000 companies with more than 10,000 brands competing and competing. Most of these companies lack core competencies due to financial and technical reasons. For example, if the sword is a counterfeit - counterfeit, some well-known companies suffer from it. Tianyu Coating Co., Ltd. is one of them. Due to the high quality of products, stable performance and strong marketing promotion, etc., it gradually became famous in the industry, but soon the market has appeared in the brand name, selling point and function of similar companies. Counterfeiting and follow-up, the high level of means and even experts are difficult to distinguish the authenticity, the consumer will not even say. This has caused great impact on the distribution system and market sales of the "TianBird" brand. Many dealers have changed their course and the remaining dealers are even more bitter. Although they have reduced their losses and impact through legal actions, they cannot solve the fundamental problems. It quickly fell into a passive situation where sales were stagnant. How can we break through successfully and get rid of the gang of puppies?

After a period of research and demonstration, Skybird Company decided to upgrade its product packaging to strengthen the product strength of the "TianBird" brand. At the same time, it took measures such as obtaining design patent rights, increasing packaging costs, and more powerful rights protection measures to block competitors. Into. Practice has confirmed that these decisions and measures are correct. At the end of the day, the bird has been highlighted and the brand competitiveness has been greatly enhanced.

Contest

On March 1st, a business representative of Company B, Yang Yang, visited the owner of the Shanghai distributor of Tianyu Coating Co., Ltd., in an attempt to let Zhang boss, the large-scale customer with a single brand annual sales of more than 5 million, distribute the goods. Its company's paint brand "Hua Yu."

B Paint Company is a medium and large-scale enterprise among coating companies. Its annual sales volume exceeds 100 million yuan. The brand “Huayu” held by the company is well-known in the industry.

This point is precisely what the Yang manager is proud of. Compared with the industry, the size and brand of the bird industry should be slightly better. Coupled with the temptation of a key customer development policy, Yang is confident and full of confidence.

Zhang boss did not stand, and asked: “How much do you know about the birds that I distribute now?”, Manager Yang found out that his work was not done. “The size of Skybird Enterprise should be smaller than that of our company, and the investment in advertising is also There is no more in our company," said Yang.

"It seems that you really don't know about the birds of the sky. Come and look at my bird store!" The bird store that is not far from the office soon arrived. Just walked to the door, and it felt like it was shining. After arriving at the store, Manager Yang was surprised. The bird store once seen was monotonous, boring and cluttered. Now it completely overturns the image of a traditional store:

The three generations of Tianniao's wooden paint products are packed in square barrels. The background is a few rays of sunlight that shoot from the bottom left corner of the barrel. The light yellow and brown belts are distributed with the brand LOGO. A cartoon bird is trying to leap its legs and life. The product is sold tightly. Next, stand out and be clear at a glance.

Sky Bird Sunshine series of high-grade products wood packaging drums, the background continues three generations of wood lacquer patterns, up and down the color is divided into two layers, a layer of milk yellow, distribution of the cartoon English bird parts and LOGO, a layer of dark green , distribution of the Chinese part of the LOGO and product selling point. The two product series packaging barrels give people a striking, coordinated, and beautiful appearance.

The tin of the barrel is thicker than the general paint barrel, and the barrel lid adopts a patented anti-counterfeiting technology.

The background color of the store is dominated by yellow, and the rectangular glass plate made of white glass steel is highlighted. The brand LOGO and cartoon objects are inlaid with plexiglass.

The colors, furnishings and patterns of the entire store are designed based on the product packaging barrels to set off the packaging barrels so as to achieve the overall consistent effect.

Zhang boss said to Manager Yang very seriously: "The bird" advantage is that the product packaging is novel, gives a good first impression, gives the customer a strong affinity, plus the overall design of the store, the placement of the store pop, To highlight the positioning of high-end brands, this is what I like, but your company does not have. Manager Yang looked at the product information he was holding in his hands.