Supermarket commodity packaging positioning

Nowadays, the number of supermarkets in our country continues to grow, and the competition between the same industry and other retail formats has become increasingly fierce. With the entry of foreign supermarkets such as Wal-Mart, Carrefour and Tesco, the market will be more competitive. It is fierce. A supermarket must be invincible and requires strong competitive tools, including supermarket development strategies, image marketing strategies, merchandising strategies, promotional strategies, service marketing strategies, and development marketing strategies. The supermarket's product is a kind of service that provides feedback on the goods the customer needs, improves product composition, and makes it more suitable for customers. Some products have packaging. Packaging is a means of marketing. It plays a role in protecting the goods, facilitating transportation, easy identification, communication, reflection of culture, and promotion of sales. Supermarkets are a form of puerile. Product packaging has its own unique requirements. To adapt to the international development trend of the retail industry, China's packaging industry must unite with the commodity production industry, seriously study the characteristics of supermarket product packaging, actively learn the experience of foreign supermarket packaging, and intensify the transformation of supermarket packaging. So, how to do a good job in the packaging of supermarket goods, the author proposes to use the following aspects of manpower.

First, the supermarket's packaging should start from the simple

Nowadays, boxed eggs, boxes of fruit, delicate small-packed vegetables with green food signs, and agricultural and sideline products from different origins have become hot commodities in supermarkets. These products, which are closely related to people's lives, are used almost every day. However, in many supermarkets, these goods are sold in a bulk or yard-loaded form, and do not say that the air pollution causes harm to the goods. There is neither a production date nor a shelf-life on the goods. Do you feel comfortable eating the product? After using it, if you use plastic bags too much, is it once again a contamination of the environment?

There are reports that a citizen went to the supermarket and bought more than 100 yuan of goods. When he returned, he cleaned up more than 20 plastic bags of large and small sizes. He said, “My family never bought a special garbage bag. It was only brought back from the supermarket. The plastic bags can't be used up.” We don’t talk about how much the supermarkets pay for this. From an environmental point of view, will these plastic bags cause environmental pollution? It’s actually very simple. You go to Wal-Mart, Carrefour, and other large supermarkets. It will be found that the agricultural and sideline products such as grain, oil, and egg dishes not only have simple packaging, but also clearly indicate the brand name, production date, etc. on the label, and the prices are not much different from the bulk product packaging. Consumers already have a certain amount of ideological preparation and material bearing capacity for the packaging and branding of commodities. That is to say, supermarkets should sell products from simple manpower to simple packaging, and establish a brand for their own products.

With the continuous improvement of the level of culture and consumption, people need packaging and brand logos that are easily identifiable when they shop, so that they can repeatedly purchase their favorite products many times, invisible, and they also play a positive role in the brand sales of the products. effect. For eggs and poultry products, they are packaged in egg-shaped containers in transparent plastic boxes, and then affixed with their own brand labels with manufacturers, addresses, and production dates. Egg-shaped containers can ensure the integrity of the goods, transparent plastic boxes can directly see the goods, such a form of packaging in the supermarket is worth promoting.

Since January of this year, the “Code for the Hygienic Management of Bulk Foods” promulgated by the Ministry of Health has been implemented, requiring that all supermarkets and shopping malls must use sealed packaging materials and containers that meet the requirements of the hygienic standards, and mark the names of foods on the labels. The list of ingredients, producers and addresses, date of manufacture, shelf life, storage conditions, methods of use, and packaging specifications should be accompanied by proof of inspection. Therefore, bulk food will gradually fade out of sight. In order not to increase the cost of supermarket product packaging, simple packaging will be the development trend of supermarket product sales.

Second, the supermarket commodity packaging should be scientific and rational

Supermarkets are in a special position in marketing. On the one hand, they are the manufacturers' distribution channels. On the other hand, they are their own marketing subjects. Supermarket marketing has its own characteristics. In recent years, some manufacturers of food and daily necessities have developed a series of packages suitable for consumer demands based on their unique sales methods and consumer demands for product packaging. Such as children's daily necessities with cartoon packaging of animals and film characters, so that they can use the same product after the use of the product packaging; the elderly product packaging should be equipped with a safe, durable, economic and other adaptation to the elderly The psychological needs of the people; for young people, men and women of different genders, color, object shape and other hobbies are packaged, etc. These targeted packages not only adapt to different levels and types of consumers' requirements for product packaging, but also have Promotional features. Nowadays, with the rapid development of supermarkets, fresh product operations have become commonplace. How many businesses have not considered the packaging of fresh products has merchants packing them, adding a weight to the competition. Considering the Ministry of Health's requirements for the hygienic regulation of bulk foods, we can consider using waterproof new-type paper bags for packaging of fresh food, and then print scientific knowledge and fresh food recipes on the packaging to make our own brand. . At the same time, various specifications of packaging can be provided for different levels of consumption. The connotation of packaging culture is very rich, and it is an intangible asset of production and management. While it is infiltrating the culture of the public, it also embeds the impression of its brand in the minds of consumers and is suitable for the packaging of supermarket goods.

At present, with the continuous influx of foreign large supermarkets, the arrival of global economic integration, the influx of foreign food and agricultural and sideline products, and the large volume of domestic exports of such products, the market has become increasingly fierce. In order to compete for the market, many foreign food production companies and agricultural and sideline products processing companies are striving to make the products of high quality and low price, while emphasizing the similarities and characteristics of product packaging in the same important position. Scientific and rationalized product packaging has become The inevitable choice. At present, with the ageing population in China, the consumer groups for the elderly cannot be neglected. The active development and management of commodities suitable for the elderly has become more and more successful. For example, the product packaging has diversified and small-quantity specifications, such as agricultural and sideline products, 1kg, 5kg, etc. The small packaging should also be more and more; at the same time pay attention to scientific and rational packaging of green and healthy foods for longevity, physical fitness, easy to carry packaging, etc., are all active development of the elderly market.

Third, supermarket commodity packaging should follow the principle of environmental protection

The packaging of goods brings convenience, hygiene, and safety to people's lives. At the same time, it also produces a lot of waste of resources and environmental pollution. Supermarkets, as a convenience store for fast-selling everyday items, will be visited more frequently by consumers and will create a wider range of environmental pollution. The pollution of the plastic bags referred to in the preceding paragraph has been experienced by almost every family. Therefore, some large super towels such as Carrefour and Zhongbai Supermarket do not encourage people to use plastic bags for shopping, and at the same time implement plastic bag charging and systems. In the packaging of supermarket goods, it is closely related to us. It is also a common environmental pollution that is convenient packaging. The foot of the instant noodle bowl is marked with "PS", some are "PP" PS and PP are made of polystyrene and polypropylene, respectively, and they are safe, so you can rest assured that Chuan. Pay attention to the foot foam plastic bowl, the bowl material Loose (with foaming agent), if you use foaming with boiling water, the ammonia compound of the foaming agent will escape, it will be very harmful to the human body, and it will also cause no serious pollution to the environment. Some cakes and some merchants use polyethylene as a film for the convenience of the factory and incorporate industrial lubricants in it.After such cookies are sealed, they will produce a plastic taste, which will have adverse effects on the human body and the environment. What? Give the manufacturer a suggestion, "relying on paper for plastics", materials with little paper pollution, easy recycling, and can be reused again.

Although the packaging of supermarket goods has high and special requirements, it is basically consistent with the requirements for commodity packaging in the entire commodity circulation field. At present, the surge in foreign large-scale supermarkets has made China's retail industry an international trend. Normat's global procurement strategy and information-based distribution system; everyday affordable marketing methods and scientific and rational packaging have become a classic case in the industry. .

If China's packaging industry wants to adapt to the international development trend of the retail industry, the simple, knowledgeable, and environmentally friendly packaging will be the development trend of supermarket product packaging in China. Whoever attracts a large number of consumers will be able to stand undefeated in the competition. place.

Source: Packaging Author: National Packaging Standardization Technical Committee Lvhai Yanwang Li