In a complex environment, the market is rapidly changing, leaving companies with no time to react, and almost all brands are forced to change their ways of doing things. In this case, packaging can only be placed on the shelves, waiting for the call of consumers, and the “life” of packaging becomes unusually cold and dark. Of course, as the environment improves, we should also see the positive side. Behind all the changes is the restart of the starting line of market competition, which is an opportunity for packaging to regain its vitality and achieve transcendence. Today, we’re going to tell you how to impress customers through packaging.

Rebuild the relationship between packaging and customers, break through the bottleneck of competition

Just as nature reminds humans to rethink their relationship with the Earth, companies also need to rethink the relationship between packaging and customers. Most enterprises know that the closer the relationship between packaging and customers is, the more valuable it is. However, the experience customers gain from packaging is very brief and limited during the process of obtaining the packaging and taking out the product. If this is the entire relationship between packaging and customers, it can only be said that the value of packaging has not been fully exploited.

Nowadays, brands are striving for customer recognition and transforming it into practical actions of brand loyalty. For this reason, brands need to continuously provide value to customers to maintain a close relationship between them and strive to become the creator of customer value, while customers become the giver of brand value. In this way, the two forms a mutually giving relationship. Among them, packaging has always been a medium for delivering benefit information for brands to customers.

When brands convey commodity benefits to consumers through packaging, companies should understand that consumers live in a sea of chasing commodity benefits every day, and there are many commodities to choose from. In market competition, brand product demands can easily be homogenized due to the difficulty of forming unique propositions, and consumers’ emotional demands and personal value expressions for packaging are already commonplace. The main consideration is the function and actual price of the product.

At this time, even if the packaging vision is brighter, the production is more exquisite, and the slogan is more magnificent, it may be just an idealized behavior of the enterprise, which cannot have a practical effect on breaking the bottleneck in the competition of packaging. This is the dilemma that brand packaging is currently facing. Therefore, enterprises need to rethink: What are the real concerns of consumers today? What is the value of packaging?

Exploiting packaging value to achieve new advantages

1. Go out of the packaging “depression” and build new competitive advantages. Especially in the current situation where both the environment and consumer psychology have changed, if enterprises still create value for customers based on commodity interests, it will become more difficult to stand out from the numerous competing products.

Enterprises should note that the contribution of brands to social value is a direction that the public is paying more attention to at present, and it is easier to become a contact point for communicating with consumers’ hearts and minds. Therefore, enterprises can establish emotional resonance and value connection between packaging and consumers based on creating social value, give full play to the media role and cultural characteristics of packaging in the consumer terminal, connect the brand with more valuable social network resources, establish a sustainable social image, and attract target groups into the brand value arena, forming a unique and sustainable brand competitive advantage.

2. Create a sustainable packaging culture and create a social value environment. Packaging culture has long been forgotten by many enterprises, who believe that promoting packaging culture lacks practical significance. In fact, this is an opportunity for brands to create differentiated cultural connotations.

Enterprises can take sustainable packaging as a cultural extension of the sustainable development of their products and brands, support the development of sustainable packaging culture, provide customers with value beyond commodity benefits, and establish demand relationships with social value. Promote sustainable development actions through packaging, enhance brand social resonance and cultural integration, create new value perception and cultural identity for customers, and make packaging a new way to integrate brand sustainable cultural resources.

3. Make packaging more humanized and guide young people’s consumption philosophy. In order to maintain a youthful brand in front of consumers, enterprises need to continuously convey an attitude that emphasizes solving social problems to packaging, making packaging more humane and socially responsible, and bringing higher value experiences to consumers.

At the same time, packaging also has another important task, which is to guide young consumers. Today’s young generation has become the main force in the consumer market, the most active user group in purchasing and sharing information with the highest efficiency, and the main representative of corporate brand loyalty. Brands need to be unique enough to attract the attention of young people, leverage their communication and creativity to drive potential consumer markets and influence the direction of market demand.

Of course, in order for enterprises to achieve this, it is not enough to rely solely on satisfying young people’s pursuit of commodity interests. The current young consumer group has independent thoughts and consumption concepts, they pursue new things and are full of expectations for the social environment and future life. Therefore, enterprises need to establish a responsible connection with young people through packaging to pursue a healthy society and improve the development environment, stimulate their sense of pride and achievement, and make them become supporters and participants of brands promoting sustainable development actions.

Carry out sustainable packaging actions with open thinking and innovative models

In a complex and volatile environment, companies are striving to see the direction of future development, and consumers are also doing the same.

How to make sustainable packaging a spiritual channel for consumers to release value requires starting with the brand’s sustainable value positioning and connotation, the cognitive trend of target groups toward social value, and the development goals of sustainable packaging, seeking and visualizing the emotional shock and value resonance in the hearts of consumers, so that consumers can feel the respect and care of the enterprise for the human environment at the first time, Attention and action to environmental challenges and social issues, feeling the value convergence and correlation between the brand and consumers themselves, allowing consumers to gain a sense of value and pride in selecting products and using them, thereby filling them with expectations for the brand.