"Poor" is a change of mind. In recent years, with the growing number of barriers to the export market, the vitality of the domestic market has been increasing, and many canned export and domestic sales companies have begun to vigorously deploy the domestic market. Among them, one of the important measures is to upgrade the canned packaging. Some began to change tinplates into flexible packages, while others made aluminum foil-type structures suitable for microwave ovens.
From the perspective of the company itself, the main intention of packaging upgrades is to change the old image of canned foods, especially canned aquatic products, and activate consumers' enthusiasm for consumption, so as to realize the advancement of canned foods from marginal foods to mainstream foods. To a certain extent, canned packaging reform is effective, after all, from the terminal display, etc., more conducive to consumers to accurately understand the product, such as rice pudding as canned food, because its packaging is different from traditional canned food, consumers The understanding also shifted accordingly, considering it to be a snack food rather than a can.
But further, according to Li Mingli himself (the first person in China's marketing of agricultural products), although the canned packaging of aquatic products has a very important significance for the consumer's variability and consumer spending frequency, it must On the realization of canned aquatic products to complete ZTE, become a mainstream brand food such as ham and other fast-moving consumer goods, just upgrading the packaging is not enough, but must be based on the current status of the consumer market, system innovation.
Four characteristics of the canned fish market The need for systemic innovation in canned food for canned fish is determined by the status of the canned fish market.
Specifically, the canned fish market has four characteristics: product homogeneity, crowds of people, a single channel, and simple marketing.
From the aspect of product homogenization, it is mainly divided into two parts: outer package and contents. On the packaging, the basic packaging of canned aquatic products is still tinplate. This type of packaging is strong and durable, but a natural drawback is that it is not easy to open. In foreign countries, due to the popularity of canned foods, canned screwdrivers are basically essential, but in China, due to the low penetration rate of canned foods, the opening of canned aquatic products relies on manual work, although most products are provided with pull rings on the surface of cans. It is easy to pull off, and on the other hand, there is also a demand for the hand of consumers, which hinders the enthusiasm for canning.
In addition, from a brand image point of view, long-term immutable tinplate packaging also makes it easier for consumers to form consumer cognitive fatigue. Without a differentiated external packaging, to a certain extent, it makes the competition more competitive, and the brand image cannot follow the consumer market. The upgrade has completed the corresponding changes.
Another aspect of product homogeneity is content. Due to the long consumption cycle of canned foods, a considerable portion of them need to be exported, so the content is characterized by oil, dried meat, etc., and most of them are lobster sauce and other flavored fish; this feature is in line with some people's tastes, but it also hinders more Many people.
It is the homogeneity of the product that leads to the second characteristic of canned fish: the crowd is small. The crowdedness of canned fish mainly manifests itself in two aspects. 1, Because canned food itself is exotic, so to a certain extent, its consumer groups are among the consumer groups that are more recognized by western culture, such as foreign envoys and other people; 2 In China, canned food had appeared in the blowout era in the last century. Therefore, in that era of agitation, canned foods formed a certain degree of loyalty among certain people in certain markets. Although canned food has not developed with the development of the market, it has lost its occupation of the mainstream population. However, due to its own characteristics and old marks, it still has certain loyalty among some people, and this is precisely its niche. The basic features are.
Third, the channel for canned foods is simple. From the current market characteristics of mainstream consumer food products, it often presents a multi-channel multi-level market layout characteristics, including supermarkets, convenience stores, restaurants and even monopoly and other channels. However, due to the marginalization of consumption of canned foods, the main channel currently is mainly concentrated in circulation, supermarkets and other forcing channels, which determines the status of the consumer contact surface is not wide.
From the perspective of the company itself, the main intention of packaging upgrades is to change the old image of canned foods, especially canned aquatic products, and activate consumers' enthusiasm for consumption, so as to realize the advancement of canned foods from marginal foods to mainstream foods. To a certain extent, canned packaging reform is effective, after all, from the terminal display, etc., more conducive to consumers to accurately understand the product, such as rice pudding as canned food, because its packaging is different from traditional canned food, consumers The understanding also shifted accordingly, considering it to be a snack food rather than a can.
But further, according to Li Mingli himself (the first person in China's marketing of agricultural products), although the canned packaging of aquatic products has a very important significance for the consumer's variability and consumer spending frequency, it must On the realization of canned aquatic products to complete ZTE, become a mainstream brand food such as ham and other fast-moving consumer goods, just upgrading the packaging is not enough, but must be based on the current status of the consumer market, system innovation.
Four characteristics of the canned fish market The need for systemic innovation in canned food for canned fish is determined by the status of the canned fish market.
Specifically, the canned fish market has four characteristics: product homogeneity, crowds of people, a single channel, and simple marketing.
From the aspect of product homogenization, it is mainly divided into two parts: outer package and contents. On the packaging, the basic packaging of canned aquatic products is still tinplate. This type of packaging is strong and durable, but a natural drawback is that it is not easy to open. In foreign countries, due to the popularity of canned foods, canned screwdrivers are basically essential, but in China, due to the low penetration rate of canned foods, the opening of canned aquatic products relies on manual work, although most products are provided with pull rings on the surface of cans. It is easy to pull off, and on the other hand, there is also a demand for the hand of consumers, which hinders the enthusiasm for canning.
In addition, from a brand image point of view, long-term immutable tinplate packaging also makes it easier for consumers to form consumer cognitive fatigue. Without a differentiated external packaging, to a certain extent, it makes the competition more competitive, and the brand image cannot follow the consumer market. The upgrade has completed the corresponding changes.
Another aspect of product homogeneity is content. Due to the long consumption cycle of canned foods, a considerable portion of them need to be exported, so the content is characterized by oil, dried meat, etc., and most of them are lobster sauce and other flavored fish; this feature is in line with some people's tastes, but it also hinders more Many people.
It is the homogeneity of the product that leads to the second characteristic of canned fish: the crowd is small. The crowdedness of canned fish mainly manifests itself in two aspects. 1, Because canned food itself is exotic, so to a certain extent, its consumer groups are among the consumer groups that are more recognized by western culture, such as foreign envoys and other people; 2 In China, canned food had appeared in the blowout era in the last century. Therefore, in that era of agitation, canned foods formed a certain degree of loyalty among certain people in certain markets. Although canned food has not developed with the development of the market, it has lost its occupation of the mainstream population. However, due to its own characteristics and old marks, it still has certain loyalty among some people, and this is precisely its niche. The basic features are.
Third, the channel for canned foods is simple. From the current market characteristics of mainstream consumer food products, it often presents a multi-channel multi-level market layout characteristics, including supermarkets, convenience stores, restaurants and even monopoly and other channels. However, due to the marginalization of consumption of canned foods, the main channel currently is mainly concentrated in circulation, supermarkets and other forcing channels, which determines the status of the consumer contact surface is not wide.
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