I've been working on gift-giving lately.
I have seen a lot of gift boxes of all kinds, coupled with channel sales data, I have come to a lot of interesting conclusions.
For example, consumers generally choose to keep small and medium-sized gift boxes for short-term protection, non-red color matching, and new categories.
For medium and large gift boxes of long-term protection, bright red color matching, and traditional categories, consumers generally choose to give them away.
This illustrates a problem, some gift boxes are inherently suitable for circulation, not only the channel is easy to sell, but also has PR publicity value, a transaction changes hands to n families, GMV and crowd penetration are not delayed.
As the saying goes, the gift box that everyone loves is one in a thousand, and the gift box that can't be sent out is the same.
So what kind of gift box is more likely to be resold again? What kind of gift box is the most unsellable? Which food categories are more popular for New Year's goods?
First of all, what kind of food gift box is the best to sell?
Just nine words:Big category, small luck, big red.
Food must be the bigger the category, the better it sells, and the wider the category penetration, the higher the possibility of being purchased by channels and transformed by consumer cognition.
Such as nuts, sausages, pre-made dishes, and sweets. Why these categories? **Will elaborate.
If you consider it from the perspective of dynamic sales, products with small fortunate attributes will sell better.
What is a small luck? It is to use a lower cost to realize the consumption upgrade of the user side and the premium improvement of the brand side.
For example, adding Canadian cranberries to traditional nut packets seems to have risen in value, but the actual cost has hardly changed; Or add some black truffle sauce to the sausage, the cost will increase by a few cents, but the price can be doubled.
Black truffle salami.
The essence of Xiao Indeed is actually to grasp human nature. The giver gives an "expensive gift" at a lower cost, while the recipient is immersed in the sense of value brought by marketing.
The cost of the brand has not risen, the channel gift box is easy to sell, and the consumers are still happy, focusing on a win-win situation.
There is also the color of the gift box. The Chinese New Year, the Chinese pay the most attention to festivity, and the red and orange-red gift boxes are easy to sell in the channel, which is beyond doubt, because these colors are basically equivalent to good luck.
However, some brands want to find another way to challenge the public's aesthetics, and make flesh-colored, peach-colored or even white gift boxes. In a sea of red, these improper colors will naturally be submerged by competing products.
Which categories are most suitable for New Year's goods, and consumers are also the most buying?
I said it earlierNuts, cured meat, pre-made dishes and confectionery.
Nuts have always been tied to baking before, and if you go back to the most popular New Year's goods 15 years ago, cookies will inevitably be on the list.
For example, when I was in junior high school, the most common New Year's gift my relatives gave me was blue can cookies.
Blue Cans is a typical brand that relies on strong binding scenes and festivals, that is, Christmas and New Year gifts.
It can be said that the blue can has eaten the dividends of that wave of import trends, and it has directly penetrated the gift-giving scene. However, with the enhancement of our country's economic strength and the rise of the national tide, the atmosphere of the foreign festival has gradually come to an end, and the era of blue can cookies has also ended.
And the nuts eat exactly this part of the share spit out by the cookie.
The nut snack brands represented by Three Squirrels and Baicaowei also continue the baking routine, continue to be strongly bound to the Boxing scene, and gradually become consumers' first choice for New Year's gifts.
Sam's Hot Selling Nuts Snacks.
The second largest category is lap-mei.
Behind the cured meat is the local customs. Chickens, ducks and fish from all over the world, after being exposed to the wind and sun, have become cured chickens, ducks, bacon, and sausages, along with the Spring Festival**, exchanging each other's hearts.
Not only does it have a sense of fair value brought by time, but at the same time, it also carries a differentiated local style, and more and more brands are realizing the brand power of lap-mei and adding it to the New Year's gift box.
The third major category is prefabricated dishes, and the most popular categories in recent years are Buddha jumping over the wall and fish maw chicken, and the official inn has eaten a lot of dividends. After all, the Chinese New Year's Eve meal needs complete chicken, duck and fish, and modern people have less and less thought and time to make a big dish.
Finally, there are sweets, which are also easy to understand.
The vast majority of festivals in China revolve around the concept of "family", so family reunions are a must-have scene, and all the festive atmosphere is passed between the elderly and children.
Candy is naturally attractive to children, so it is easy for China to run out of big single product brands. For example, Nova makes truffles, and he can do 1 billion a year just by selling them on the New Year's Festival.
Nova Truffle Year of the Dragon gift box.
After saying that it is easy to sell, what kind of gift box is the most difficult to sell?
I summarize it into two points: small brands are still blind and creative, and small categories are still hard to make up class attributes.
The first one is well understood. Small brands release gift boxes, mainly to rub the scene traffic of the New Year's Festival, and rely on channel distribution to increase product awareness and enhance brand premium.
Your brand has no popularity, and you still want to stand out in the vast red sea offline, so you need to dilute the brand imprint, reduce brand creativity, and write clearly what category you are and how much value you have.
In other words, if you don't have brand power, don't be blind to concave shapes, give priority to the category brand, and give priority to value delivery and be creative and self-congratulatory.
The second point is to look for large categories or first-class value categories with class attributes.
Gifts naturally have class attributes, it represents the other party's importance and economic strength to you, obviously not all are suitable for the Boxing Rites of the year.
For example, no matter how high-end the leather band bubble gum is, it can't be a gift, but a small box of caviar can please people.
The New Year's gift seems to be a gift, but it is actually a human sophistication.
Just as every lobster is an opportunity in the Yellow River Road, the interpersonal circulation of each gift box is also a process of accumulation of brand equity.
If you want to make a gift box with high liquidity and high market recognition, food and beverage brands obviously need to understand people's hearts first.
WeChat*** Lifu Talk" (ID: Lifu Talk), Author: Lifu.