食品包裝禮盒別再跟風(fēng)！找對(duì)方向，才能守住品牌競爭力

　　Don't follow the trend of food packaging gift boxes anymore! Find the right direction to maintain brand competitiveness

　　做食品行業(yè)的老板們，有個(gè)真相我必須跟大家說透，絕非危言聳聽：你投入幾十萬研發(fā)產(chǎn)品，砸上百萬鋪設(shè)渠道，費(fèi)了九牛二虎之力把產(chǎn)品做好、把渠道鋪寬，可最后卻栽在了包裝上——你的食品包裝禮盒，讓客戶根本認(rèn)不出來，甚至還會(huì)被消費(fèi)者當(dāng)成其他品牌，前期所有的投入都打了折扣。結(jié)合我們最新的市場調(diào)研，一個(gè)觸目驚心的數(shù)據(jù)的告訴我們，61%的消費(fèi)者明確表示，對(duì)那些長得大同小異、跟風(fēng)模仿的食品品牌，感到困惑又厭倦，根本記不住誰是誰。

　　As bosses in the food industry, there is a truth that I must tell everyone. It is not an exaggeration: you invest hundreds of thousands of yuan in product research and development, invest millions of yuan in channel construction, and put in tremendous effort to make the product good and expand the channel. However, in the end, you end up focusing on packaging - your food packaging gift boxes are unrecognizable to customers, and may even be mistaken for other brands by consumers, with all the initial investment discounted. Based on our latest market research, a shocking statistic tells us that 61% of consumers explicitly state that they are confused and tired of food brands that look similar and imitate trends, and cannot remember who is who.

　　更致命的是，超過一半的用戶，會(huì)因?yàn)橐粋€(gè)最基礎(chǔ)的問題，徹底放棄對(duì)一個(gè)食品品牌的信任——那就是在包裝禮盒上，找不到生產(chǎn)日期。很多老板覺得，包裝禮盒只要好看、能裝產(chǎn)品就行，卻忽略了這些最核心的細(xì)節(jié)，也忘了跟風(fēng)模仿的包裝，會(huì)給品牌帶來致命的三重信任危機(jī)，尤其是食品這類關(guān)乎健康的品類，一旦出現(xiàn)信任危機(jī)，很難再挽回消費(fèi)者。

　　Even more deadly is that over half of the users will completely give up trust in a food brand due to a fundamental issue - the inability to find the production date on the packaging gift box. Many bosses think that as long as the packaging gift box looks good and can hold the product, it is enough, but they ignore these core details and forget to imitate the packaging, which will bring a fatal triple trust crisis to the brand, especially for health related categories such as food. Once a trust crisis occurs, it is difficult to win back consumers.

　　這三重信任危機(jī)，每一個(gè)都能讓你的品牌陷入困境。第一重是身份混淆，現(xiàn)在很多食品包裝禮盒跟風(fēng)嚴(yán)重，你做紅色款，我也做紅色款；你印傳統(tǒng)花紋，我也照搬花紋，沒有任何獨(dú)特性，消費(fèi)者拿起禮盒，根本分不清哪個(gè)是你的品牌，最后只能隨便選一個(gè)，或者干脆都不選，你的品牌永遠(yuǎn)做不出辨識(shí)度。

　　Each of these three trust crises can put your brand in a difficult situation. The first issue is identity confusion. Nowadays, many food packaging gift boxes are following the trend seriously. If you make the red version, I will also make the red version; If you print traditional patterns, I will also copy the patterns without any uniqueness. When consumers pick up the gift box, they cannot distinguish which one is your brand, and in the end, they can only choose one randomly or choose none at all. Your brand will never be recognizable.

　　第二重是品質(zhì)存疑，就像我們調(diào)研中發(fā)現(xiàn)的，連生產(chǎn)日期這種基礎(chǔ)信息都找不到，消費(fèi)者會(huì)下意識(shí)覺得，你這個(gè)品牌不夠規(guī)范、不夠嚴(yán)謹(jǐn)，進(jìn)而懷疑你家食品的品質(zhì)，畢竟食品的新鮮度、保質(zhì)期，是消費(fèi)者最看重的東西。再加上跟風(fēng)的包裝沒有任何特色，消費(fèi)者會(huì)覺得你連包裝都懶得用心做，產(chǎn)品品質(zhì)能好到哪里去，自然不會(huì)愿意買單。

　　The second issue is quality doubt, as we found in our research that even basic information such as production date cannot be found. Consumers will subconsciously feel that your brand is not standardized or rigorous enough, and thus doubt the quality of your food. After all, freshness and shelf life of food are the things that consumers value the most. In addition, the packaging that follows the trend has no distinctive features, and consumers will feel that you are too lazy to even put in the effort to make the packaging. As for how good the product quality can be, they will naturally not be willing to pay.

　　第三重是體驗(yàn)背叛，很多老板為了追求包裝“高大上”，盲目跟風(fēng)復(fù)雜的設(shè)計(jì)，卻忽略了消費(fèi)者的使用體驗(yàn)——信息雜亂無章，想找配料表、保質(zhì)期要翻來覆去地找；禮盒開啟麻煩，拆開后還不好收納；過度包裝，拆開全是多余的材質(zhì)，既不環(huán)保，也讓消費(fèi)者覺得不實(shí)用。這種只顧跟風(fēng)、不顧體驗(yàn)的包裝，只會(huì)讓消費(fèi)者失望，進(jìn)而放棄你的品牌。

　　The third factor is experiential betrayal. Many bosses blindly follow the trend of complex designs in pursuit of high-end packaging, but ignore the user experience of consumers - information is chaotic, and they have to search for ingredient lists and shelf lives repeatedly; Opening the gift box is troublesome, and it is not easy to store even after opening; Overpackaging and unpacking are all made of excess materials, which is neither environmentally friendly nor practical for consumers. This kind of packaging that only follows the trend and ignores the experience will only disappoint consumers and lead to giving up your brand.

　　其實(shí)破局的關(guān)鍵很簡單，就是停止把食品包裝禮盒當(dāng)成本，而是把它當(dāng)作能持續(xù)增值的品牌視覺資產(chǎn)來投資。這里有兩條鐵律，各位食品老板一定要記牢，尤其是做禮盒包裝的，照著做就能避開跟風(fēng)陷阱，打造自己的品牌競爭力。第一條，建立專屬品牌符號(hào)，打造品牌護(hù)城河。你的品牌色、專屬LOGO、獨(dú)特的視覺記憶點(diǎn)，都是你的專屬視覺產(chǎn)權(quán)，比如一款特產(chǎn)食品，用當(dāng)?shù)靥厣刈鰧俜?hào)，一眼就能讓消費(fèi)者記住，再也不會(huì)和其他品牌混淆。

　　The key to breaking the deadlock is actually very simple, which is to stop treating food packaging gift boxes as costs, and instead invest in them as brand visual assets that can continue to increase in value. There are two iron rules here that food bosses must remember, especially those who make gift box packaging. Following them can avoid the trap of following the trend and create their own brand competitiveness. Article 1: Establish an exclusive brand symbol and create a brand moat. Your brand color, exclusive logo, and unique visual memory points are all your exclusive visual property rights. For example, for a specialty food, using local characteristic elements as exclusive symbols can make consumers remember it at a glance and never confuse it with other brands again.？

　　第二條鐵律，實(shí)施信息分級(jí)，實(shí)現(xiàn)零成本溝通。食品禮盒的信息不能雜亂堆砌，要用設(shè)計(jì)邏輯按重要性排序，把生產(chǎn)日期、保質(zhì)期、配料表這些核心信息，放在最顯眼的位置，讓消費(fèi)者一眼看懂、一秒找到，大大降低他們的決策成本；再把品牌故事、產(chǎn)品賣點(diǎn)等次要信息合理布局，既不雜亂，又能傳遞品牌價(jià)值。最后提醒各位老板，模仿跟風(fēng)從來都是在為競爭對(duì)手的品牌資產(chǎn)充值，而打造獨(dú)特的食品包裝禮盒，才是在為自己的品牌修建護(hù)城河，才能讓你的產(chǎn)品在眾多同類中脫穎而出，守住來之不易的客戶和市場。

　　The second iron rule is to implement information classification and achieve zero cost communication. The information of food gift boxes should not be cluttered and stacked. It should be sorted by importance using design logic, placing core information such as production date, shelf life, and ingredient list in the most prominent position, so that consumers can understand and find them at a glance, greatly reducing their decision-making costs; Reasonably layout secondary information such as brand stories and product selling points, which is not cluttered and can convey brand value. Finally, I would like to remind all bosses that imitating and following the trend is always a way to recharge the brand assets of competitors. Creating unique food packaging gift boxes is the way to build a moat for your own brand, make your products stand out among many similar products, and hold onto hard-earned customers and markets.