Talking about the New Image Packaging Strategy of Domestic Tea Beverage

In the summer of this year, Shanghai is extremely hot and difficult for the majority of businesses. This is not a bad thing. The consumption of soft drinks also increased year-on-year. At present, the beverage market in Shanghai has a wide range of products and the competition among elites in various fields is fierce. Taking advantage of this sales season, those who do not want to improve their performance and gain market share.

This time, from the perspective of PIS (Product Image System), we conducted a scan on the major tea beverages in Shanghai, and learned how to carry out terminal promotion for small and medium-sized food companies.

Tea drinks can be said to be a dark horse in recent years. From the beginning of the original Suntory Oolong tea, it has been four years since the first time. During this four-year period, the tea beverage has undergone earth-shaking changes. Just in terms of the number of brands, this family has swelled a lot and listed only major brands and products, as follows:

● Kirin Company (KIRIN): Afternoon, black tea, raw tea, tea smell ● unified company: ice tea, ice green tea, Tie Guan Yin ● Master (Dingxin Group): ice green tea, ice tea ● Wahaha: ice tea, organic green tea, Longjing tea ● SUNTORY: Oolong tea, tea ● Others: Qimen black tea, barley tea, milk tea, etc.

Launched in the Chinese market, Suntory Oolong Tea is an earlier brand. In the past four years, it has remained standing, enough to see the accuracy of the original foresight. China has a long tea culture. Drinking tea, especially southerners, has a special preference for drinking tea. The industrialization and processing of tea into fast-moving consumer goods is in line with modern people's pursuit of simple life. Therefore, in addition to teahouses, tea bars, and homes, tea does not need fine products anymore. It truly becomes a landscape in the hands of pedestrians rushing through.

The high degree of homogeneity of tea beverages makes consumers more affected by advertising during the selection process. According to relevant survey data, more than 70% of the purchasers think that advertising influences their final purchase, and brand loyalty is very low. Most people have no objection to trying to buy refreshing tea drinks, which is in line with the sale of low-priced and fast-moving consumer goods. law.

Since consumers are unwilling to be loyal, how to speed up the shipment rate and increase the amount of running has become an issue that companies are eager to solve. In strengthening retail outlets, wholesale sales, etc., the construction of the terminal image system can not be ignored. The premise that the terminal image system can be successfully established is firstly to correctly formulate product strategies.

First, new product development strategy

New product development seems to be simple, but it should be cautious for decision makers. First of all have a predictable vision. Through the feedback from the tea fairs in these two years, the number of people who started drinking oolong tea is on the rise. It is inevitable that consumers who are accustomed to drinking traditional green tea and flower tea are beginning to change their tastes. Therefore, it is natural to see that many tea beverages based on oolong tea are currently on the market. The most typical is Suntory Oolong Tea (low sugar, no sugar series), followed by the unified launch of the "Tie Guan Yin," but also oolong tea, but in its appearance of bottle stickers, strengthened another unique message - Zisha infusion bubble , thereby separating itself out, the USP makes it more recognizable. The successful new product was KIRIN's “Sweet Tea” launched this year. Following the introduction of black tea (afternoon tea) and green tea (green tea), the introduction of Scented Tea made its products more complete in the category structure. This will make it possible to occupy more market share.

Second, new packaging design strategy

Packaging is an important part of terminal promotion. Good packaging is a silent salesman. Everyone knows this, but it is not much to really rely on good packaging performance to increase sales. There is a concept that needs special reminders: Do not expect to rely on a well-designed package to produce good sales, but a well-designed package can definitely contribute to sales.

The packaging design strategy is the first strategy and then the design.

At present, there is a phenomenon in the packaging of soft drinks, that is, the design of bottle stickers has developed to a large area. Most of the original bottle stickers are in the upper part of the bottle body. This style is represented by the afternoon black tea series and the Suntory Oolong tea series. But nowadays, in order to express more content and strive to maximize the advertising display area, bottle stickers have almost surrounded the entire bottle body. This method is represented by the KIRIN company's tea and raw tea. Although this increase in printing costs, the increase in costs is nothing compared to the resulting publicity effect. Obviously, this method is more recognized by the market, so we can find that Suntory has also changed the original oolong tea bottle stickers, the new "tea" also uses the whole body bottle stickers, and he did a deeper . Using matte materials, lacquer in the local fonts to get a more refined effect, a listing is to attract people's attention.

Third, advertising strategy

As mentioned earlier, sales of most fast-moving consumer goods are closely related to their dissemination. The homogeneity of the products is high and the comparability is small. Therefore, in terms of advertisements, well-known brands can be used to their brains. From the selected brand spokesperson as well as the broadcast schedule, very detailed planning was made.

● Suntory Tea: Huang Doudou, with a light dance, reflects the lightness of tea. In the main battlefield of SUNTORY - Shanghai, the reputation of soybeans is good. It is advisable to use him as a spokesperson for the regional market.
● Afternoon tea: Audrey Hepburn, shocked the dead to recover, great ideas.
● Wahaha Longjing Tea: Feng Xiaogang & Chow Sing-chi, superstars are easy and humorous, and when they are aired, they are the hot markets of “Shaolin Soccer”. ● KIRIN raw tea: Matsushima Nanako, Japanese drama queen, subtle and elegant temperament in line with the characteristics of the product ● uniform ice tea: Stefanie Sun, popular new human idol ● Master ice tea: Ren Xianqi; Kang Shifu green tea: Su Youpeng. All of them are in a clear, healthy image, capturing the hearts of fashion boys and girls, and target consumer groups are clear.

Many of the above brands have chosen celebrities as spokespersons, and the merits of choosing a celebrity are appealing, but the investment is not cheap.

There are also advertisements that use the image of ordinary people as endorsements. Typical of Suntory Oolong Tea is a new advertisement. Xu Jinglei, an old version of advertisement, chooses to deduce the new tea era, taking the emotional route, and being fresh and romantic. However, in the second half of 2002, it began to change its soft line and adopted office workers as the main body to deliberately promote self-confidence. The "cha-cha-cha oolong tea" was used as the voice identification mark, and the advertisement image was combined with good publicity.

Since the food industry has entered a barrier and many companies have gradually stepped in, how can domestic small and medium-sized food companies share the same room with these well-known enterprises? It is the most realistic means for the terminal to do articles and avoid weaknesses.

“Wayline” has recently been entrusted by a customer in the North to locate its product identity for its tea beverages. The company is a powerful supermarket chain group. The so-called development of tea drinks is actually an OEM. But if you think that can definitely be done. At least in the regional market, he is still competitive, even if it is new. The reason is simple: channel advantages.

As the largest supermarket chain group in the region, it's only natural that its own products will take advantage of the terminal. If you make good use of your existing strengths, you should integrate the PIS system, promote the integration of styles and services, and develop timely promotions. Will go out of the lead-in period faster. Therefore, if the line made a detailed study on the overall image positioning of the product, then it began to refine it to every link:

1. The uniform style of the bottle and the transport box is suitable for the yard and display effect.

2. Based on a thorough analysis of the existing dozens of tea beverages on the market, we strive to seek for differences and open up design ideas to distinguish them from well-known brands with completely different styles.

3. Extend the image system and enrich the terminal props to change the current situation in which SMEs are not good at fully using terminal propaganda tools.

4. Ahead of the development of promotional strategies, the listing is steadily implemented as planned.

5. Logistics measures are in place to strengthen tally management.

6. Use its own advantages, occupy the best display.

7. The number of its own chain points is also limited, expanding retail sales, and strengthening the sales force.

Through such a series of measures, there is no doubt that the success rate of products entering the market has been greatly enhanced. Due to the overall consideration at the beginning of the development, there is sufficient room for further extension of the product. Through product serialization, we have once again strengthened our image capabilities. Of course, the integration construction of PIS during this period also involves a lot of positioning strategies, which will not be elaborated here.

(Text / Shen Liang)