In order to help brands understand the current situation of gift consumption in the sinking market more directly and truly. Pay attention to the Sansong brothers, and receive the [8 major phenomena of Mid-Autumn Festival gift consumption in China's sinking market in 2023 > 8 suggestions for mid-autumn gift marketing decisions in China's sinking market in 2024] to provide a little insight and inspiration for the company's brand planning, product planning, and marketing planning, and prepare for the 2024 Mid-Autumn Festival gift marketing.In the previous issues, Sansong Brothers talked about the brands and products of Mid-Autumn Festival gifts in the sinking market, and let's take a look at the packaging. In fact, from the marketing level, packaging is the product sector.
Why do you want to take out the packaging section and talk about it alone?
BecausePackaging is a very important part of small and medium-sized enterprises and large enterprises, an important marketing element, if it is used well, it is indeed a big thing to spend a small amount of money.
This is a data made by Sansong Brothers, combining research data and data statistics from our offline supermarkets, there are so many brands of moon cakes in the country, these are incomplete statistics, and there may be more.
The Sansong brothers divided these brands into several camps, and the standard of this brand camp is the number of brands.
Let's take a look at the first camp of brand distribution, there are more than 10 brands, about three provinces, there are 378 brands, maybe more, I used a plus sign to indicate that places like Sichuan, Guangdong, and Yunnan are the majority of moon cake brands;
In the second camp, there are 7 provinces with more than 5 brands, such as Fujian, Shaanxi, Jiangsu, Zhejiang, Beijing, Shanghai, and Hebei, and we have listed some brands.
There are also the third and fourth camps.
Why list mooncake brands?
Because through this investigation, the Sansong brothers have a great feeling: the brands and products of this moon cake are too complex and rich, much richer than zongzi.
What does this mean?
It shows that many of our companies want to take advantage of this node to get a piece of the pie, so the pressure competitiveness will be great.
And through the research of moon cake gift boxes, we only have a messy and chaotic feeling of moon cake gift boxes, and many brands have established their own exclusive brand style for zongzi packaging.
For example: Wufangzhai has always adhered to the Chinese red series, why?
Because of themWe know the value of packaging assets and the value of packaging advertising, forming a powerful symbol in the terminal, powerful recognition.
Like the yellow color used by Sanquan to make zongzi, it is also worthy of praise for insisting on it for so many years;Later, Jinhua began to do elemental style, which formed a trend in the entire zongzi industry, and many people are imitating it. There are also many brands that have awakened, and they are all building their own exclusive styles of brands.
Let's take a look at the typical phenomena of Mid-Autumn Festival moon cake packaging.
Phenomenon 1: The top ten brands of moon cakes in the country, the group of dragons "no head".
This is the ranking of mooncake gift box brands that iiMedia does every year, but there is always a feeling that there are top ten brands, but there is always a feeling that there is no leader.
What does this mean?
This headless mainly refers to:Moon cakes still lack the first brand in the real sense of the country
Although Guangzhou Restaurant is also doing very well, and Meixin's reputation is also very good, including Daoxiang Village, Xinghualou, etc., they have really reached the brand awareness at the consumer level, consumers may have seen, heard, and knew, but they have not yet reached the first awareness of consumers of the brand.
So there's going to be a lot of space in it
This is where moon cakes are different from zongzi, and if the Sansong brothers look at it through packaging research this time, the Sansong brothers have found a lot of moon cake packaging, such as the packaging of moon cakes of Daoxiangcun, Meixin, Guangzhou Restaurant, Huamei and other brands.
On the whole, in terms of the entire market, the phenomenon of moon cake brand packaging is disorderly.
This is the top 4 of iiMedia Consulting's "2023 Top Ten Preferred Mooncake Gift Brands List of Chinese Consumers".
These moon cake packaging is indeed very brilliant and good-looking, and the process materials are very good, but putting so many moon cake gift boxes together makes people dizzy.
Because everyone's packaging is luxurious, fancy, exquisite, and some styles are still very similar, there are elemental styles, flowers, etcIt gives people a general feeling that the sense of characteristics is not strong, and the sense of brand is not strong.
Suppose you remove your logo, you see if this packaging is yours, this is a sentence I often say, you just change the things on the packaging, change it, will there be a strong sense of recognition, let consumers know you?If not, this creates a waste of packaging assets, why do you say that?
Because I just said it earlier,Packaging it is not just a package, it is the value of a packaging asset
Phenomenon 2:Moon cake packaging, different gift objects, different concerns
Let's take a look at what consumers pay more attention to when they buy mooncakes for their elders and send them to customers
From this data, the Sansong brothers found that their common concern is that the name should be good and the product should be rich.
People who send it to customers, they may want the packaging to be festive, fashionable, and high-end.
If you send it to your parents and elders, you want the packaging to look good.
This phenomenon hopes to provide some creative direction for enterprises.
Phenomenon 3: Red is the main color of the Mid-Autumn Festival mooncake gift box
Just now it was the style, about the color phenomenon of packaging consumption, the Sansong brothers made some data to summarize.
Among them, the main color is red packaging, accounting for 40% of the gift box of the entire Mid-Autumn Festival moon cakes, 20% orange, 10% of yellow, 10% of yellow, and blue, white, and green, including some purple and black.
Judging from this detail, it is also reflected:
InWhen Chinese buy Mid-Autumn Festival mooncake gift boxes, they still prefer festive and blessed colors, which are in line with Chinese cultural traditions.
Other colors do not mean that it can't be done, but its consumer group is relatively small, it has its objective reasons, and everyone does not exclude it, but if you want to do a larger market, you may have to consider a larger consumer group.
Phenomenon 4:150-199 yuan and 50-99 yuan have become the most distributed moon cake gift boxes this year
It's just a color phenomenon, and there's **.
Just now, the Sansong brothers have analyzed that there are several main grades of moon cakes this year.
The conventional ** is at 150 to 199, and there is a low-end cheap 50 to 99 yuan, and these two are the most distributed this year.
There are some high-end, this piece is mainly two grades, one is 250 to 299, one is 300 to 399, this is also the main ** segment of this year's high-end gift box, of course, there are higher**, but it accounts for relatively little.
You can take a look through this**, and probably know what is more moon cakes this year**.
Phenomenon 5: 43% of the names of mooncake gift boxes reflect the emotions of the Mid-Autumn Festival
There is another phenomenon, the phenomenon of the name of moon cakes, and the Sansong brothers also summarized it.
There are 43% of the moon cake gift boxes, which reflect the emotional names of the Mid-Autumn Festival, such as the full moon of the Mid-Autumn Festival and the reunion, which are all names with this sense of family reunion;
There are also names after this kind of filling, like meteor moon cakes, black truffle moon cakes, coconut moon cakes, and there are quite a lot of good fillings that are directly named;
There are also gift boxes named after the words emperor, honor, noble, etc., 40% of the ** are more than 200, that is to say, the gift box of more than 200 yuan, the name shows this sense of preciousness, domineering, and high-end;
There is also the filling in this product, if it is indeed a good filling, you can also show it, there is a sense of authenticity.
Phenomenon 6: About 70% of the moon cake gift box above 250 yuan, which is about one-third smaller than the gift box below 200 yuan
When the Sansong brothers went to the supermarket to investigate, I found that Maxim's coconut mooncake packaging, small, very good-looking, ready to take a basket, look at **358, before I saw this**, I thought this mooncake was about 200 yuan, because there were only eight, small, I thought 200 yuan should be about the same, I didn't expect 358.
This illustrates a phenomenon:Good things, no longer care about the size of the packaging, decent, if it is really their own food, delicious products, its packaging is shrinking, behind the shrinkage is actually to amplify the value of its inner product.
The Sansong brothers summarized that there are five important phenomena in the packaging consumption of moon cake ceremonies.
The first one, at present, the overall large**, the packaging style is still relatively messy;
Second, low prices are mainstream;
Third, the colors are a little more festive;
Fourth, the name must express what you mean. This meaning can be a family blessing, an allegory, or a good material, and the name must be meaningful;
And if you want to sell the best products, then your packaging should be exquisite, not blindly Yamato, and do the opposite.
So how to do the packaging of the Mid-Autumn Festival moon cake gift box?In the next issue, the Sansong brothers will share with you.
Important: At the end of the year, to prepare for the 2024 pre-made food marketing, we will launch on January 16, 2024 at 8 p.m, Sansong Brothers will share with you the live broadcast [2024 China's first- and second-tier market prefabricated dishes C-end 8 insights and marketing suggestions].
On January 18th, at 8:30 p.m., around the theme of "China's Prefabricated Cuisine C-end Potential Demand Insight and Marketing Suggestions", Shanghai Sansong Brothers invited a number of prefabricated food industry experts and entrepreneurs to participate in the foresight of the 2024 prefabricated food industry trend from multiple perspectives and dimensions, bring you the latest practice case sharing, and help prefabricated food enterprises find key opportunities, clear the fog of the industry, and obtain a stable and far-reaching development pattern.