食品包装礼盒别再跟风！找对方向，才能守住品牌竞争力

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

　　做食品行业的老板们，有个真相我必须跟大家说透，绝非危言耸听：你投入几十万研发产品，砸上百万铺设渠道，费了九牛二虎之力把产品做好、把渠道铺宽，可最后却栽在了包装上——你的食品包装礼盒，让客户根本认不出来，甚至还会被消费者当成其他品牌，前期所有的投入都打了折扣。结合我们最新的市场调研，一个触目惊心的数据的告诉我们，61%的消费者明确表示，对那些长得大同小异、跟风模仿的食品品牌，感到困惑又厌倦，根本记不住谁是谁。

　　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，超过一半的用户，会因为一个最基础的问题，彻底放弃对一个食品品牌的信任——那就是在包装礼盒上，找不到生产日期。很多老板觉得，包装礼盒只要好看、能装产品就行，却忽略了这些最核心的细节，也忘了跟风模仿的包装，会给品牌带来致命的三重信任危机，尤其是食品这类关乎健康的品类，一旦出现信任危机，很难再挽回消费者。

　　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.

　　这三重信任危机，每一个都能让你的品牌陷入困境。第一重是身份混淆，现在很多食品包装礼盒跟风严重，你做红色款，我也做红色款；你印传统花纹，我也照搬花纹，没有任何独特性，消费者拿起礼盒，根本分不清哪个是你的品牌，最后只能随便选一个，或者干脆都不选，你的品牌永远做不出辨识度。

　　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.

　　第二重是品质存疑，就像我们调研中发现的，连生产日期这种基础信息都找不到，消费者会下意识觉得，你这个品牌不够规范、不够严谨，进而怀疑你家食品的品质，毕竟食品的新鲜度、保质期，是消费者最看重的东西。再加上跟风的包装没有任何特色，消费者会觉得你连包装都懒得用心做，产品品质能好到哪里去，自然不会愿意买单。

　　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.

　　第三重是体验背叛，很多老板为了追求包装“高大上”，盲目跟风复杂的设计，却忽略了消费者的使用体验——信息杂乱无章，想找配料表、保质期要翻来覆去地找；礼盒开启麻烦，拆开后还不好收纳；过度包装，拆开全是多余的材质，既不环保，也让消费者觉得不实用。这种只顾跟风、不顾体验的包装，只会让消费者失望，进而放弃你的品牌。

　　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.

　　其实破局的关键很简单，就是停止把食品包装礼盒当成本，而是把它当作能持续增值的品牌视觉资产来投资。这里有两条铁律，各位食品老板一定要记牢，尤其是做礼盒包装的，照着做就能避开跟风陷阱，打造自己的品牌竞争力。第一条，建立专属品牌符号，打造品牌护城河。你的品牌色、专属LOGO、独特的视觉记忆点，都是你的专属视觉产权，比如一款特产食品，用当地特色元素做专属符号，一眼就能让消费者记住，再也不会和其他品牌混淆。

　　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.

　　第二条铁律，实施信息分级，实现零成本沟通。食品礼盒的信息不能杂乱堆砌，要用设计逻辑按重要性排序，把生产日期、保质期、配料表这些核心信息，放在最显眼的位置，让消费者一眼看懂、一秒找到，大大降低他们的决策成本；再把品牌故事、产品卖点等次要信息合理布局，既不杂乱，又能传递品牌价值。最后提醒各位老板，模仿跟风从来都是在为竞争对手的品牌资产充值，而打造独特的食品包装礼盒，才是在为自己的品牌修建护城河，才能让你的产品在众多同类中脱颖而出，守住来之不易的客户和市场。

　　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.

　　本文由  食品包装袋 友情奉献.更多有关的知识请点击  https://www.sdynbz.com/   真诚的态度.为您提供为全面的服务.更多有关的知识我们将会陆续向大家奉献.敬请期待.

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