Text|FDL Counting Food Advocacy The Father of Wasabi Little ZhongThe taste of the New Year on the tip of the people's tongue starts with the purchase of New Year's goods. Many people use "buy, buy, buy" to welcome the arrival of the New Year, and the consumption of New Year's goods has also appeared new characteristics, and the variety of New Year's goods is becoming more and more abundant.
As early as a month or two before the Spring Festival, major brands have already put on New Year's gift boxes, and the New Year's goods war has quietly begun. Open the major online shopping platforms, and the strong Spring Festival atmosphere of the Year of the Dragon is coming. Walking into offline supermarkets, all kinds of New Year's gift boxes are overwhelming.
For brands, the launch of the New Year's gift box is the highlight, but how to better combine culture and food, how to make the product delicious and interesting, and how to be seen by consumers in the "red sea" of the New Year's gift box? This is all a consideration of the "internal strength" of the brand.
For those who haven't started the New Year's gift box yet, let's pick it out with the digital food proposition today, and understand the ideas and products behind the brand's New Year's gift box from multiple dimensions in a variety of Dragon Year limited to see how the brands work styling, ingredients, tastes and copywriting.
01 In the battle of the zodiac, the "dragon" redefined the Spring Festival as an important traditional festival and is inseparable from the zodiac. For a long time, the zodiac culture has a unique connotation and meaning, and behind the "zodiac economy" fever is the inheritance and innovation of traditional culture.
At the beginning of the year, in the face of the reincarnation of the 12 zodiac signs, no brand will miss the consumption boom of the Year of the Dragon.
What is the correct way to open the Year of the Dragon? Of course, it is a New Year's flavor product with "dragon" as the starting point of creation. The brand is limited to the Year of the Dragon to create an interesting and good-looking dragon image, which can not only create a sense of New Year atmosphere, but also take advantage of the traffic of the zodiac to become popular.
As the highlight of the year, this year, Coca-Cola cooperated with young paper-cutting artist Chen Fanwan to launch the New Year limited edition packaging product "Year of the Dragon Limited Can", which is not only a relay of the zodiac, but also an expression of the "New Year's flavor" with the traditional paper-cutting art as the fulcrum.
According to reports, the "Year of the Dragon Limited Can" packaging focuses on the Spring Festival consumption scene, and integrates five different group pattern elements of "auspicious grass pattern", "happy meeting pattern", "bead pattern", "tangled branch pattern" and "group fish pattern" with the classic shape of Coca-Cola bottles.
Source: Coca-Cola.
If Coca-Cola is a "zodiac can", Nongfu Spring is a "zodiac bottle", and the "zodiac bottle" has become a continuous reserved item for Nongfu Spring's New Year's marketing. also likes to make a fuss about printing, as well as Ambrosi's limited money dragon packaging yogurt, the bottles can be connected to form a money dragon. These "Year of the Dragon Limited" combine wishing, blessing and watch, allowing the packaging to speak for the concept and resonate with consumers.
Source: Ambrosi's official WeChat.
Unlike mass products, some brands adhere to a high-end strategy, either inviting artists to "help" to create a unique image of a real dragon, or creating a luxurious and high-end limited gift box for the Year of the Dragon. For consumers, it is a renewal of aesthetics and purchase desire; As for the brand itself, it increases the diversity of art forms that increase the product power.
In the Budweiser Master Reserve Beer Year of the Dragon limited gift box designed by Budweiser Master and contemporary artist Sun Xun, the design draws inspiration from the Seven Nights of the Dragon, and vividly integrates the auspicious artistic conception of the "dragon raising its head" celestial phenomenon and the hidden dragon going to sea, conveying the good wishes of "Weilong raising its head, good luck and Changhong".
Source: Budweiser Master.
Different from the brands on the market with "red fire" as the main color, some brands go the opposite way, jumping out of the red and purple packaging, and enriching the gift box through some elements of the Year of the Dragon, which is both vivid and does not deviate from the theme of the Year of the Dragon.
The unusual Jewelry Box French Bakery has launched two New Year's limited gift boxes this year, namely "Island Blessing ** Fernancy Gift Box" and "Island Blessing Cream Shortbread Gift Box". On the outer packaging, the totem of the Year of the Dragon was created to match the scene, with the background of the lush forest, and at the same time, the founder of the international gold medal illustrator "Paper Travel" was specially invited.
Source: Walkerland
02 To grasp the mood of the New Year, young people want to want Wang Zengqi once said that the festival ceremony is a spiritual lyric poem of a national collective, which maintains the evergreen childlike innocence of this nation.
The sense of New Year's ritual has been passed down by people with the change of dynasties into "the rules of the ancestors", whether it is pasting Spring Festival couplets, setting off firecrackers, or worshipping the New Year, they all entrust people to pray for health and safety, and the New Year's wishes for good weather in the coming year, and the sense of ritual is all wrapped in people's beautiful expectations for life.
According to the latest data from Tmall, more than half of the post-95 generation has become the decision-maker of family New Year's goods, and pays attention to "ritual" and "emotional consumption".
With the gradual increase in the participation of young people in the New Year goods market, more and more brands are also realizing that they can create a unique New Year product line by grasping the emotions of young people, giving more innovation and connotation to products, so as to meet people's psychological needs for a sense of festival rituals.
We have observed that in order to arouse the key points of consumers' desire to buy, brands focus on accurately capturing consumers' emotions in New Year's gift boxes, such as cross-border co-branding to seek "foreign aid", whimsical ideas to exaggerate packaging, and painstaking efforts to be seen by young people.
Taking BESTORE as an example, this Spring Festival nut seller has also become the top seller of New Year's goods this year.
The appearance of the New Year's gift box co-branded by BESTORE and Wutai Mountain IP is born to send "blessing", and the appearance is printed with the Wutai Mountain logo representing good fortune and auspiciousness, such as green lion, lotus, big white pagoda, etc., with the activity of buying a gift box and drawing a lucky card.
Source: BESTORE.
On the occasion of the Year of the Dragon, the pioneer brand of domestic plant protein food Zhou Ling brings the Long Chengtian Pet New Year's gift box to bring you the love and good luck of "the right time, the right place and the right people". Among them, it includes a bamboo fan for the Year of the Dragon, a green forest scented candle, a small green dragon embroidered pendant, and a popular snack pocket salad bar for Week Zero.
It means that in the new year, everyone can fan the bamboo fan in the Year of the Dragon and enjoy the spring breeze; Light the scented candles of the green forest and feel the breath of a tree; The little green dragon embroidery pendant will accompany you all the way through the thorns. Week Zero hopes to grow upward with everyone in the new year; "Dragon and Tiger Leap" together, towards a new level of joint take-off, just like "dragon gets water", opening up more imagination for plant-based diet; All "dragons and phoenixes are auspicious", and they have gained more sincere care and love.
Source: Week Zero.
Good Hope Water has launched the "Good Hope To" New Year gift box, including hawthorn, Xingfu, Mei Hao, Geely four flavors of a total of six bottles, the appearance of the gift box adopts the national style design, in the form of illustrations to draw the festive scene of the New Year, and the "good hope" that fits the product is concretized, implying that good wishes are coming.
Source: Good Hope Water.
03 Lock the "New Year's flavor" and closely follow the "reunion" With the development of the Internet and the rise of a new generation of young people, it seems that people's desire for "New Year's flavor" is not as strong as before, but it does not mean that the New Year's flavor has disappeared.
New Year's Day is a time of family reunion, and "reunion" is still a simple desire in people's hearts. In life, the gift box is the first choice for people to visit relatives and friends and celebrate reunions, and it is also an indispensable snack on the coffee table of Chinese families.
In fact, the original flavor of the year has not disappeared, but has been expressed in different forms. For children who have grown up, it is still very important to inherit and innovate traditional culture, which has also become a starting point for the brand's "New Year's Flavor" creativity.
How to further increase market penetration and stand out in the Spring Festival marketing where brands are gathered?
As a brand that has been focusing on "family affairs" for many years, Lay's Potato Chips deeply binds the Spring Festival IP of "Lay's at Home" with the background of the times and the emotional appeal of the public, and constantly explores and extends the rich connotation of "home" and "Lay's".
In order to welcome the upcoming Spring Festival, Lay's potato chips have refreshed the faucet packaging, and jointly launched a limited edition dragon dance gift box with Sam's, a one-person tall Lay's oolong gift box containing 36 packs of popular products, the dragon body and dragon horns can stand up, children and cats can have a lot of fun packaging.
Source: Lay's.
In addition, on the supermarket shelves, we can also see the cannonball-style Lay's Super Bucket Potato Chips, which is full of the style of the Year of the Dragon. Let consumers share Lay's potato chips when they are reunited with their families, convey the brand proposition of "Joy at home", interpret a more three-dimensional New Year flavor in an all-round way, and send New Year blessings to more Chinese families.
Source: Lay's.
Take a look at Hsu Fu Chi, a brand that has been in the candy industry for 31 years, in order to cater to the emotional consumption of contemporary young people, it has launched a trendy New Year's candy gift box. The body of the can is an illustration of the traditional sugar making process, conveying the profound connotation of Chinese sugar culture; The lid of the jar is matched with a delicate silk scarf to create a ritual of the New Year, revealing a sense of ritual that embellishes life; The overall shape also contains a "careful machine", the can lid can be turned into a fruit plate by inverting, the sugar jar is shaped as a single lucky bag, and the pair is a super large candy.
Source: Hsu Fu Chi.
At the same time, perceiving the characteristics of Chinese people who pay attention to reunion and consummation, Xu Fuji also associated with the keyword "New Year" and launched three gift boxes: auspicious, Ruilong blessing and family photo. Among them, the dragon dance lantern is equipped with a dragon dance lantern in the Ruilong blessing, and it is fun for parents and children to wave the lantern together. The outer packaging of the family portrait gift box is painted with the national style illustration of the Year of the Dragon, and the dragon boat means that the family is full of togetherness.
Source: Hsu Fu Chi.
04 The cultural content is as high as 99%, and the Chinese culture is as bright as the stars, and it is also the treasure of our nation.
At present, traditional culture is more and more valued by people. It is not new for brands to join hands with well-known cultural and creative IPs to launch various national trendy products, but activating traditional culture with modern aesthetic design and approaching consumers through such an entrance is still a means to mobilize consumers' desire to buy.
Guanzhan has joined hands with Forbidden Cultural and Creative to launch the Collagen Fish Maw New Year Gift Box and the Fortune Jinbao Peripheral Gift Box, including Guanzhan instant fish maw products, 12 beauties calendar, Fengzhi Facai mobile phone holder, Zhaocai Jinbao red envelope, New Year couplets and interesting stickers for court characters, Fengzhi Kaiyun multi-functional bottle opener and other products.
Inspired by the collection of the "Red Nine Dragons Pattern Round Box", the gift box is now in the collection of the Palace Museum in Beijing, implying that the Year of the Dragon will achieve a leap forward, and the fusion of circle and square reflects the oriental philosophical wisdom of "the sky is round and the place is round". Visually combined with the design concept of the Forbidden City's flower window ridges and copper mirror back pattern, it integrates copper coin pattern, river cliff sea pattern, peony, pine and cypress and other intentional elements, wishing you good luck and wealth in the Year of the Dragon.
Source: Guanzhan.
Committed to the new consumer brand of Song Yun culture, SWS launched the blessing bucket, which is inspired by the combination of auspicious shading with different meanings, namely Ruyi pattern, lotus pattern, copper coin pattern, and mountain and sea pattern, which means to mention a bucket of blessing. Contains: Fresh Lotus Root Powder with Nuts from Outside the Mountain, Fresh Lotus Root Powder with Lion's Mane Mushroom and Yam, New Year Cake with Heyun of Mountains and Seas, drawing on the shape of lotus flowers, with a clear crispy layer and soft sweetness. In addition, there are Zhu Bingren, the intangible cultural heritage master of Zhufu copper art, personally handwritten ink treasure rubbing New Year couplets (limited edition), national tide colorful paper dragon and the Year of the Dragon blessing character, which means that the blessing is collected in the barrel and the blessing of the New Year.
Source: Outside the Mountain.
Chali launched the "Year of the Dragon to Universiade" New Year's Tea Bag Gift Box, which is inspired by the traditional Chinese folk paper-cutting and the ancient art of "shadow puppetry", presenting a dramatic and elegant "dragon dance and blessing" scene. The gift box contains a total of 6 flavors of tea bags: peach oolong, sweet orange black tea, prickly pear hawthorn green tea, red bean barley tea, red grapefruit pu'er tea, bamboo cane and thatched root horseshoe tea. There is also an auspicious dragon bamboo cup in the middle of the gift box, which takes the meaning of bamboo, expressing the good wishes of rising and having a bright future.
Source: Chali
05 Exploring the initiative of gift boxes and interacting with themInteractive marketing has become a compulsory course for brands. Today's consumers are not only satisfied with taste, but also want fun and fun when buying food.
Therefore, implanting the thinking of "making toys" while making food has become an interesting experience in addition to the deliciousness of the product. The high-participation and high-interaction New Year's gift box meets people's needs for happiness and becomes a "playable" snack that accompanies consumers.
The emotional value of an interactive gift box is usually higher than its actual product value, and consumers are more willing to pay for the process of "playing" while eating snacks and the fun of handmaking than the product itself. As a result, the brand continues to incorporate unique ideas into the New Year's gift box, adding interactive fun to consumers beyond the festive season.
Take the Oreo Milk Dragon New Year gift box as an example, after the gift box is opened, one side is the calendar for 2024, and the other side is the milk dragon fun chess, which has set up a lot of family levels, there are family red envelope instruction games, and each level also has a corresponding New Year's blessing idiom.
If the Oreo milk dragon is born for children, the super crazy dragon year gift box brewed by Taihu is to take into account the happiness of adults, "Dragon Tiger Win Mahjong Gift Box Group" contains super exquisite platinum mahjong, and at the same time with 8 cans of zero sugar Taihu draft beer, while rubbing mahjong and drinking beer, this year can only be said to be very happy.
Source: Taihu Craft Beering.
In order to build an emotional connection with young people, Weilong redefined the theme of "Chinese New Year, Weilong Spicy", in addition to launching a series of hilarious "Weilong Laughing Rich New Year Cards" to show the flavor of the New Year, Weilong also launched a unique "Weilong Dragon Gift" New Year's gift box. According to reports, the gift box by the famous Chinese packaging designer Pan Hu personally pen design, its creative inspiration from the traditional Chinese culture of the dragon dance, accordion folds stretchable gift box design, really for the product to add a lot of fun to open the box.
Source: Weilong.
06 Gifts are still exchanged, born for giftsThe Chinese nation has been called the state of etiquette since ancient times, and people attach great importance to communication with relatives and friends. According to the "2024 New Year's Gift Trend Insights" issued by Yicai Business Data and SKG, the scale of China's gift economy market, which is increasing year by year, will reach 1,377.7 billion yuan in 2024.
Traditional Chinese festivals have become a good time to give gifts, and 96% of "gift givers" will choose to express their hearts on traditional Chinese festivals such as the Spring Festival, Mid-Autumn Festival, and Dragon Boat Festival. In the survey of "must-dos" before the Lunar New Year, 82% of consumers said that "buying Spring Festival gifts" and "buying ingredients for Chinese New Year's Eve" are their top priorities every year.
The Chinese New Year is an important traditional festival, and gift-giving has become a tradition. As a New Year product, the New Year's gift box can express deep friendship and further strengthen the relationship between each other. Therefore, "handy", "decent atmosphere" and "interesting and innovative" have become the consideration of the gift box.
This New Year, the "Wuliangye Jiulong Altar Fengtan 2024 Limited Edition" is seizing the C position of the Dragon Rite in the Year of the Dragon. As the largest product in the history of Wuliangye Commemorative Collector's Edition, Wuliangye Jiulong Altar and Phoenix Altar combine multiple values such as viewing, tasting, gifting, and collection, and this "top artwork" presents the noble courtesy in the context of Chinese culture through the combination of dragon and phoenix.
Source: Wuliangye Group.
In addition, with the trend of health blowing on the New Year's gift list, the health and wellness gift box has become the first choice for Spring Festival gifts. Tong Ren Tang Health launched the Vientiane Renewal Rice Cake Gift Box. The products in this gift box are steamed using the ancient production process of Fujian rice cakes, including two traditional rice cakes and six innovative rice cakes: Poria cocos barley rice cake, black honey wolfberry rice cake, bird's nest lily rice cake, nut Bazhen rice cake, wolfberry osmanthus rice cake, mulberry black rice cake, rose Bazhen rice cake, red date hawthorn rice cake. At the same time, it should be healthy and healthy, and the meaning of "thriving", which is suitable as a New Year's gift.
Source: Tong Ren Tang.
The secret of Taurus launched the New Year's Dragon and Phoenix Chengxiang limited gift box, the gift box contains a selection of a variety of beef snacks: original cut beef slices, original cut beef cubes, finger sucking beef, beef tendons, snowflake and beef, beef crispy, magic tripe, beef bean burger, this gift box uses red as the background color, with gold, black fonts, and New Year's lanterns are included.
Source: The Secret of Taurus.
07 It is the direction of the brand's efforts to be popular, but also to have environmental awareness on the packaging of environmentally friendly gift boxes.
However, due to the positioning of the best gift box, consumers must feel that it is worth the money, so the packaging can not be too simple, fortunately, some brands have found another way, or take into account environmental protection.
Magi Planet Workshop, which is crazy every year, has launched a limited gift box for the Year of the Dragon, and has also launched a practical and environmentally friendly "Spring Flower Fuman" ** lucky bag, the outer bag is a multi-functional texture cold bag, and the festival design represents the New Year congratulations of fortune and blessing, which is very suitable for holiday gifts. Planet Workshop, which specializes in flavor innovation, has released limited flavors for the New Year, namely red jade latte and Italian black truffle.
Source: Magi Planet.
08 The small family wants to be reunited, everyone's New Year's "benefit" warms the brand for the promotion of the New Year's gift box, in addition to giving the product the appearance and content of the New Year, as well as starting from the "everyone's love", by helping the disadvantaged groups, passing on the love to improve the humanistic care attributes of the product, but also improving the brand's intrinsic spiritual value, making the gift box more meaningful and creative.
Aunt Stella, a handmade biscuit shop from Tokyo, has launched six winter gift boxes under the theme of "Dragon's Treasure Chest". Among them, this "Dragon Dance Spring Festival" gift box specially launched by the "Sunshine ** Club" supports the "Service Plan for Disadvantaged Families with Facial Impairment".
The gift box comes with a card drawn by Xu Ziyu, a little painter of the Sunshine ** Club, and a donation of NT$15 will be arranged for each box sold to the "Sunshine ** Club". Another public welfare gift box "Dragon Yun New Year" iron box, containing the Spring Festival couplets and elevators drawn by the sunshine painter Xu Ziyu to share the joy of the New Year with the public, and donate NT$20 to the "Sunshine ** Club" for each box sold.
Picture: Aunt Stella Sterli.
It is a good thing that New Year's goods compete for favor, and consumers can unlock more possibilities for New Year's gift boxes. For brands, due to the pivotal position of gift box sales and node limited models in revenue, at important sales nodes, increase product research and development, improve their competitiveness, bring consumers products with unique brand characteristics and intentions, and meet the traditional needs of consumers at one time, and the brand can also obtain greater benefits.
Finally, I would like to bless you all here to eat well, drink well, have a good appetite, and be in good health in the new year.
References: 1The New Year's Festival is hot, and the atmosphere of the Spring Festival consumer market is highChina Business Daily.
2.The New Year's goods market is "booming" The market analysis and development prospects of the New Year's goods industry**2024 Zhongyan Puhua|China Research Network.
3.Coca-Cola 2024 Year of the Dragon limited canned packaging, "cut" out the flavor of the New Year!Coca cola.
4.Budweiser Master Reserve Beer Year of the Dragon is unveiled at the beginning of the year, and the rich new realm is the "good color head" of the Year of the DragonOriental Net.
5.BESTORE New Year's gift box omni-channel hot sale **Channel sales increased by 115% year-on-year|Consumer** network.
6.Accurately poking Gen Z, who can refuse to celebrate the Year of the Dragon with Hochi? |foodaily daily food.
7.What's the difference between these new products coming out of the circle in the Year of the Dragon? |Food plates.
8.Helping the inheritance of traditional Chinese culture, Tencel Red Bull joins hands with the Forbidden City to create a limited edition for the Year of the DragonCPPCC Network.
9.Xiaoxian Stew joins hands with five Michelin-starred restaurants to release the auspicious dragon gift box to present the Healthy Chinese New Year.
10.The three indispensable elements of 2024 Spring Festival consumption|Kantar Worldpanel.
11.Hsu Fu Chi's "conspicuous bag" New Year's sugar bucket "high-profile" appeared, interpreting the "New Year's flavor" of the Year of the Dragon|Shenzhen News Network.
12.Weilong's Spring Festival marketing continues to be hot, and the brand strength creates a novel and interesting consumer experienceSohu.com.
13.Laba丨After Laba is the year, these New Year's gift boxes define the New Year's flavor|Everyone is wise.
14.The packaging "dragon" in the Year of the Dragon has reappeared, and food brands are crazy about itFBIF Food & Beverage Innovation.
15.Tong Ren Tang Health launched the New Year's Vientiane Update Rice Cake Gift Box|foodaily daily food.