食品包装礼盒别乱做！这些日常消费品，越做礼盒越影响销量

　　Don't make food packaging gift boxes randomly! These daily consumer goods, the more gift boxes are made, the more it affects sales

　　做食品包装这么多年，经常有客户找到我，说想把自己的产品做成礼盒装，问我可行不可行。大多数时候，我都会给出否定的建议，不是不支持大家做高端包装，而是很多产品本身，就不适合做成礼盒——它们大多是我们生活中常见的日常消费品，强行装进礼盒，不仅提升不了销量，反而会成为阻碍，甚至加重企业负担。今天就跟大家好好聊聊食品包装礼盒的那些门道，说说为什么有些日常消费品，真的不适合做礼盒。

　　I have been doing food packaging for so many years, and often clients come to me asking if it is feasible to make their products into gift boxes. Most of the time, I give negative advice, not because I don't support high-end packaging, but because many products themselves are not suitable for making gift boxes - they are mostly common daily consumer goods in our lives. Forcing them into gift boxes not only fails to increase sales, but also becomes a hindrance and even increases the burden on businesses. Today, let's talk about the tricks of food packaging gift boxes and why some daily consumer goods are really not suitable for making gift boxes.

　　先给大家举几个最常见的例子，比如挂面、香菇、油泼辣子，还有各种家用调味油，这些都是家家户户每天可能用到的烹饪食材，也是来找我咨询做礼盒最多的品类。但说实话，这类日常消费品，真的不适合做礼盒包装。很多客户觉得，做成礼盒能提升产品档次，卖个好价钱，却忽略了消费者的真实需求和心理，最后反而导致销量下滑，这背后主要有四个核心原因。

　　Let me give you some of the most common examples, such as noodles, mushrooms, oil splashed chili, and various household seasoning oils. These are cooking ingredients that every household may use every day, and they are also the categories that come to me for advice on making gift boxes the most. But to be honest, these types of daily consumer goods are really not suitable for gift box packaging. Many customers believe that making gift boxes can enhance product quality and sell at a good price, but they overlook the real needs and psychology of consumers, which ultimately leads to a decline in sales. There are four main reasons behind this.

　　第一点，也是最关键的一点，礼盒包装的售价通常会高于普通零售包装。对消费者来说，挂面、调味油这类日常用品，核心需求就是实用、实惠，大家每天都要用到，没必要花高价买包装。如果一款普通挂面，装进高档礼盒后价格翻倍，消费者只会觉得，钱都花在了包装上，产品本身和普通款没区别，买这样的礼盒纯属交智商税，自然不会愿意买单。

　　The first and most crucial point is that the price of gift box packaging is usually higher than that of regular retail packaging. For consumers, the core demand for daily necessities such as noodles and seasoning oil is practicality and affordability. They use them every day and there is no need to spend a high price on packaging. If a regular noodle dish doubles in price after being packaged in a high-end gift box, consumers will only feel that the money has been spent on packaging, and the product itself is no different from the regular one. Buying such a gift box is purely for paying intelligence tax, so they will naturally not be willing to pay.

　　第二点，礼盒包装会把产品捂得严严实实，消费者看不到里面的真实品质。日常消费品的购买，消费者大多很谨慎，比如买香菇会看干度、看大小，买油泼辣子会看色泽、看配料，而礼盒包装大多是密封的，只能看到外面的设计，看不到里面的产品本身。万一消费者花高价买回去，发现里面的产品品质一般，甚至不如普通零售款，试错成本太高，风险也太大，下次自然不会再选择。

　　Secondly, gift box packaging will tightly cover the product, preventing consumers from seeing the true quality inside. Consumers are usually very cautious when purchasing daily consumer goods, such as looking at dryness and size when buying shiitake mushrooms, and looking at color and ingredients when buying oil and chili peppers. However, gift box packaging is mostly sealed, and only the outer design can be seen, not the product itself inside. If consumers spend a high price to buy it back and find that the quality of the products inside is average, or even inferior to ordinary retail models, the cost of trial and error is too high, and the risk is also too great, they will naturally not choose it again next time.

　　第三点，礼盒的制作成本远高于普通包装，会直接降低产品的竞争力。普通日常消费品，利润空间本身就不算高，而礼盒包装需要更好的材质、更精细的设计，制作成本会大幅增加。要么企业自己承担成本，压缩利润空间，加重自身负担；要么提高售价，让产品在价格上失去优势，被同类普通包装产品淘汰。不管哪种选择，都不利于产品的长期销售，反而会得不偿失。

　　The third point is that the production cost of gift boxes is much higher than that of ordinary packaging, which will directly reduce the competitiveness of the product. For ordinary daily consumer goods, the profit margin itself is not high, while gift box packaging requires better materials and more refined design, which will significantly increase production costs. Either the enterprise bears the cost itself, compresses the profit margin, and increases its own burden; Either increase the selling price to make the product lose its price advantage and be eliminated by similar ordinary packaging products. Regardless of the choice, it is not conducive to the long-term sales of the product and may even result in more losses than gains.

　　第四点，礼盒的核心消费场景是过节送礼，而日常消费品的认知价值本身就比较低，作为礼品着实有点上不了台面。大家送礼，大多会选择有档次、有辨识度，且不常用于日常消耗的产品，而挂面、调味油这类东西，家家户户都有，拿来送礼会显得不够用心、不够有面子。消费者出于面子问题，也会优先排除这类礼盒选项，导致礼盒销量惨淡。

　　The fourth point is that the core consumption scenario of gift boxes is gift giving during festivals, and the cognitive value of daily consumer goods themselves is relatively low, so as gifts, they are not really on the table. When giving gifts, most people tend to choose products that are upscale, recognizable, and not commonly used for daily consumption. However, items such as noodles and seasoning oil are available in every household, and using them as gifts may not be thoughtful or prestigious enough. Consumers also prioritize the exclusion of such gift box options due to face saving concerns, resulting in poor sales of gift boxes.

　　当然，这也不是绝对的。如果你的食品产品，或者你的品牌，有非常独特的卖点、与众不同的特点，比如是稀缺食材、有专属工艺，或者有特殊的文化内涵，辨识度高、认知价值足，那做成礼盒反而能提升档次，吸引消费者购买。但对大多数普通日常消费品来说，强行做礼盒，只会本末倒置。最后提醒大家，做食品包装礼盒，一定要结合产品本身的属性和消费场景，不要盲目追求高端，适合产品的包装，才是能带动销量、助力品牌的好包装。

　　Of course, this is not absolute either. If your food products or brand have very unique selling points and distinctive features, such as scarce ingredients, exclusive craftsmanship, or special cultural connotations, with high recognition and sufficient cognitive value, then making them into gift boxes can actually enhance the level and attract consumers to purchase. But for most ordinary daily consumer goods, forcibly making gift boxes will only reverse the order of importance. Finally, I would like to remind everyone that when making food packaging gift boxes, it is necessary to combine the attributes of the product itself and the consumption scenario. Do not blindly pursue high-end, suitable packaging for the product is the best packaging that can drive sales and help the brand.