Third, the lack of Chinese enterprises packaging
Chinese enterprises still have serious shortcomings in the understanding and operation of packaging, and their specific performance mainly includes the following aspects:
1, the packaging is the exterior. It can be said that most companies still think that packaging is to add a “coat†to the product, ignoring the real power of packaging, and the mode of thinking is still very simple.
2, misdiagnosis is serious. The lack of attention paid to packaging by enterprises has caused companies not to create too many ideas for packaging, or even to consider the use of scientific methods to diagnose the feasibility of packaging. It is not easy to check the packaging of a product alone. The author published the article “Learn to check the brand's face†published in 2001 (see the author's monograph "Will the Brand Die?", pp. 221-228). 14 inspection standards, from the readers of the call, you can feel that Chinese companies generally not enough to diagnose the packaging, and it can even be said that the phenomenon of the diagnosis close to zero! The symptoms of creative packaging in Chinese companies are representative of the following:
(1) No personality disorder. The lack of personality in packaging, which is a common condition, is just like "flu" and can be seen everywhere.
(2) Color blindness. Chinese companies like to use colorful colors, never consider the preferences of target consumers, do not analyze the market, leave the masses and fantasizes, and even the products appear to be low at the factory level, which is obviously shorter than competitors.
(3) Crohn's disease. Clone is a common disease of Chinese companies. "Qingdao changed bluebirds, stone forests changed five forests" and so on imitated exactly the same, do not look carefully, simply can not tell who is the true and false "Li Wei."
(4) Anonymous disease. The importance attached to name is not enough. From the point of view of product packaging, trademark processing is extremely poor and naming has no characteristics. Consumers can easily forget. On the packaging, the brand names are mostly inundated, even heavy patterns, ignoring the brand effect. Most companies in the packaging, "no name without a share" is a common thing.
(5) schizophrenia. Most of the packaging of Chinese enterprises has no distinctive features. The trademark or product design of a company leaves no impression, and even the unique impression of the product itself cannot be communicated, leaving consumers with unclear ambiguity. The occurrence of this kind of schizophrenia is even more manifested in high-level dueling. Enterprises can't understand the disadvantages in the precarious situation.
(6) Playmanship. Many young people who are young and full of praise and style are most often the ones who make this mistake. They lack the correct understanding of the enterprise and the packaging mission. They simply use the arts to package enterprise products. The ornamental art of packaging seems to be extremely high, but it does not promote sales. This kind of over-design disease is now apparent to Chinese companies.
3, packaging owed to humanity. This is a mistake that Chinese companies often make. Companies ignore the need to create demand before supplying it. In the context of creating a buyer’s eagerness to buy, companies appear to be still weak, and people feel that the value that they bring is obvious.
4, creativity can not keep up with the times. The idea of ​​pursuing fashion has become the theme of the times, and the packaging of our country's companies often leaves people with a sense of respect. The rhythm of today’s era is accelerating. Chinese companies are still “still in the spot,†and Zhu Wei doesn’t know that a lot of products are being produced without stopping the market. They have to be stored in warehouses and then wait for a certain day.†Great price cuts."
5, the lack of differentiation. At present, the homogenization of commodities is very serious. Enterprises will not take the difference, and they may lose their advantages in the competition. Differentiated creative packaging has become a major trend in brand competition in the 21st century. Chinese companies lack innovation and enterprises will inevitably be involved in the whirlpool of homogeneity.
6, market segmentation is not enough. In the brand extension of Chinese companies, the only thing that comes to mind is simply changing the name on the packaging. They will not look at the problem from the perspective of the consumer. The market is like a porridge, and the company does not know how to subdivide the market. Rationally take advantage of product design in market segmentation.
7. The details are not enough. In terms of details, Chinese enterprises have not been as strong as foreign brands. The so-called success in the details, packaging design also needs to be done in detail, on the contrary, the product and the company's grade and value will not come out, then competition will become a problem.
(to be continued)