Behind the marketing of the New Year gift box, it is the pursuit of profits and traffic competition of large enterprises

Wen 丨 Zhai Cauliflower column

Chinese pay the most attention to etiquette, so gift-giving has also become a way for Chinese people to be sophisticated.

Gifts are divided into many, such as birthday gifts, holiday gifts, gifts for a certain event, etc., with the new consumption era under the so-called sense of ceremony of consumers to enhance, gifts have become a topic that everyone can not avoid, of course, out of the world, we also maintain the behavior of New Year gifts, because everyone thinks that the good meaning brought, so most consumers are very much in agreement with this behavior.

Based on the majority of consumers who agree with the New Year gift to relatives and friends, the New Year gift box has also become one of the outlets for internet companies and many traditional enterprises to compete for a few years ago, and how to make gift giving more meaningful has also become a new chase for young people.

Changes in New Year's gifts

Why can gift-giving become an outlet for Internet companies and traditional enterprises to chase together?

First of all, as the lifestyle of consumers in the new era changes, people have become accustomed to living alone, and many people even have to stick to their jobs or can't go home for some reason, then giving a New Year's gift to their family seems to be the best way that most people can think of to make up for it.

A friend told me that he would spend the New Year with his family almost every year, but in the past two years, due to the epidemic and work reasons, he could only stay at work, and his family was not in the same city as himself, so it was difficult to realize the wish of going home for the New Year, so he carefully selected suitable gifts for his family and reunited his family's love by mail.

He said that when he selected gifts, he found that many merchants have launched New Year gift boxes, such as good shops, Wang Wang and other snack brands as always layout, as well as Wang Laoji's new surname, zodiac gift boxes, at the same time there are many unique New Year gift boxes hanging on the e-commerce platform, some are indeed attractive, but compared to the stable personality of him, it may be more in line with the family to choose some affordable items, most of the New Year gift boxes are still suitable for new consumers who closely follow the public.

When it comes to the topic of new consumers, the modern consumption outlet is closely linked with consumers, due to the modern national trend elements, retro elements, some companies have launched a very Chinese New Year gift box, trying to get good sales before the New Year, and from the gifts received or sent by people around them, nearly half of the people will choose the gift box that has been packaged, rather than sending it after their own arrangement.

In the eyes of many consumers, the New Year needs to send a heart.

Analysis of the word intention, there will be a certain difference, some consumers believe that the mind is not necessarily more expensive, many handmade works can be sent out as gifts, there are also consumers who believe that it is necessary to send brand-name goods to be considered the heart, to put it bluntly, the consumer's consumption concept has diverged, and there are different views on the value and price of the heart. (The concept of consumption refers to people's general attitudes and views on issues such as consumption level and consumption mode.) ）

For the older generation of consumers, affordable and value for money is a reasonable concept of consumption. In general, the concept of saving money is more recognized in the older generation, in general, the salary of three thousand yuan a month must be saved for 1500 yuan or more, and the older generation of consumers with this concept account for more than 70% of their total base.

In addition, the new generation of consumers are almost accustomed to the moonlight, in different consumption concepts, new consumers are more accustomed to personalized consumption, on-demand consumption, compared to the older generation of consumers, the consumption demand of new consumers is greater, and the natural consumption capacity is higher. In addition, in the new era of consumption, consumers combine value for money with their hearts, believing that even if the quality of the goods may not be so good, the price is expensive but it can more set off the preciousness of the heart.

Different consumption concepts cast different markets, but also let existing companies seize the different market demand to develop products, but also out of the current New Year gift box as a competitive outlet.

Big factories compete for New Year gift boxes

In what ways are the big factories seizing the outlet of the New Year gift box?

If you do not only talk about the "New Year" gift box, then many festivals need to send gifts, such as the Mid-Autumn Festival and the Dragon Boat Festival, from the current situation of holiday gifts, zongzi, mooncakes and other gifts focus on the image and quality of the outer packaging, and this focus is also increasing the unit price of the product itself. For example, a pound of four mooncakes, the cost of mooncakes may be less than 10 yuan, but after the price can reach 100-500 yuan, in addition to brand costs, marketing costs, most of the costs are still on the packaging and product premium.

Most gifts "live" into luxury goods, there is a lot of face consumption at work, this marketing method may be harmless for the traditional festivals of the year, but for players like Wufangzhai who want to make zongzi daily, parity and generalization are better choices. Simply put, the basis of daily life is closely related to low prices, most consumers pay attention to the sales price of daily products, and such as chai rice oil salt sauce vinegar tea will never become an outdated topic in the mouth of consumers.

Put in the New Year gifts, gifts will not be limited to specific items such as rice dumplings, moon cakes, etc., so the New Year gift box has a greater competitive space, which is also the reason why more large factories can join, of course, some large factories will find foundries to produce products in the OEM, which is also a way of competition.

Really speaking of the New Year gift box competition of the big factory, we will turn our attention to some big brands such as Wang Laoji, Wang Wang, Liangpin Shop, etc. Wang Laoji has launched a surname model and zodiac herbal tea, through the surname, the zodiac to close the sticky relationship with consumers, so as to achieve alternative marketing to break through higher sales, of course, not only Wang Laoji's family can do this, but Wang Laoji's approach is more deeply rooted in the hearts of the people.

As a veteran snack manufacturer with nearly 30 years of seniority, Want Want is almost a phenomenon-level food manufacturer, but Want Want still launches its own snack package in a nostalgic way every year, and the reason why Want Want can have such a long life cycle is more in the exploration of consumer demand.

Assuming that the elderly coexist emotionally and rationally, full of memories of the old times, but often more rigorous in the selection of products, then retro and practical products must be able to meet their consumer needs. If young people are more emotional, then the trendy and allegorical products can arouse their desire to buy, while young children will be more interested in interesting products.

Different consumer groups correspond to different consumer needs, and if you want to break the circle perfectly, you must first explore the potential needs of consumers, and the success of Want Want is naturally inseparable from the analysis of consumer demand.

As a new snack brand, The good shop is the key to understanding the demand that is, marketing, so the good shop has made sufficient efforts in the packaging design of the product, and has gained a large number of consumers through the national tide elements.

Of course, it is not only eating and drinking that there is a New Year gift box, some condiments, daily necessities, cosmetics and other brands are seizing the outlet of the New Year gift box. The price of commodities under this outlet is generally higher, but under the consumption concept of the new consumption era, consumers not only pursue products, price is also one of the measurement standards, but behind these painstaking needs, there is a hidden purpose of large factories.

Profit-seeking and traffic

Only "profit" and "traffic" are the real value of the New Year gift box.

The year is a sign, during this period is the most concentrated population stage, but also the stage when people are most receptive to content, so the outlet of the New Year gift box is also a traffic convergence.

If the New Year gift box is replaced by the major Internet manufacturers to divide the activities of 100 million yuan of red envelopes, there is actually the same magic, the Internet factory to collect blessings to send red envelopes to let consumers use the software more frequently, but also let more consumers participate in it, at this stage, will produce a lot of new traffic, so the collection of blessings to send red envelopes is only one of the promotion methods, the real role is still the consolidation of traffic, pull new.

The same is true for the New Year gift box, after all, the goods in the New Year gift box are the kind that will usually be consumed, but standing in the New Year's outlet has a different coat, but also through the way of gifts to let more consumers familiar with and recognize their products and brands, so in the author's view, a large part of the New Year gift box is to consolidate and enhance the brand image and market promotion.

In the new era of consumption, although capital values the development prospects of the industry, the strategic layout of an enterprise is also a top priority. In the process of continuous evolution of consumer demand, the New Year gift box as a new consumer expenditure commodity, not only to cater to the friendship project of consumers, but also the company itself launched products to guide consumer consumption.

In addition, with the acceleration of the speed of the consumer market replacement, more and more brands realize the importance of entering the market first, so the traffic is first entrained in their own camps, there is a greater opportunity for competition, but the competitiveness is placed in the second place, so many companies have begun to launch their own products, if there is no suitable products will also be OEM production, in short, will not pull down any competition, this is the status quo of enterprise competition For the New Year gift box.

Just putting the traffic in the first place is not a wise behavior of long-term development, to enhance their competitiveness, whether it is from the quality of the product, the creativity of the brand, or the waiter and attitude of the consumer to be able to improve in order to make the market rules have no mustard recognition, on the contrary, may only be able to confuse market consumers at a certain time, can not get the benefits of long-term development.

In general, the current consumption era of consumer demand continues to increase, more and more consumer outlets have become the key direction of the company's pursuit of profits, but blindly following the trend of marketing is not the fundamental factor that makes the strength of the enterprise improve, the most important thing is to reflect the strength of their own brand from the way of the New Year gift box, novelty, etc., in a certain place of the outlet to label the brand, so that consumers intentionally or unintentionally pay attention to and recognize in order to see the real long-term development.