Analysis of packaging differentiation and common b

Analysis on the differentiation of wine packaging and the characteristics of common bottle types

packaging is an important part of product entities, and it is also a tool for enterprises to carry out promotional activities. Good packaging can arouse consumers' purchase interest and trigger their purchase motivation. Through the analysis of the differentiation of wine packaging, enterprises can innovate packaging design, design better excellent packaging that can highlight product personality, beautify brand image and attract consumers, coupled with appropriate price strategies and promotion strategies, induce consumers' purchase motivation, fully meet consumers' differentiated needs, and bring better business performance and sales profits to enterprises

wine packaging and its role in wine marketing

composition of wine packaging

wine belongs to the category of consumer goods. It has the characteristics of wide distribution of consumers, small number of consumers each time, and high purchase frequency. Enterprises must use intermediaries and transportation services to achieve the purpose of wide distribution of wine products in the short term. In addition, due to the liquid characteristics of wine products and strong liquidity, packaging has become a necessary part of wine products entering the market circulation and consumer consumption

wine packaging can be divided into outer packaging and inner packaging. The packaging that directly contacts with the wine body and its attached parts are called inner packaging, such as wine bottles, corks, plastic caps and labels. Packaging other than inner packaging, which is convenient for commercial circulation and batch sales, is called outer packaging of wine, such as cartons (boxes), wooden boxes (boxes), cloth bags, etc. The outer packaging has a protective effect on the inner packaging. Because it is a batch packaging, the outer packaging also has the functions of convenient storage, transportation, warehouse inventory, etc

the role of packaging in wine marketing

from bottling, wholesale, commercial retail to final consumption, packaging has always played an important role, which can be summarized in the following aspects

protect wine. Wine packaging can protect wine from harmful bacteria or microorganisms, prevent wine from oxidation, deterioration or loss, effectively protect the stability of wine quality, and maintain the unique style and typicality of wine. This is the basic purpose of wine packaging and the physical function of wine packaging

convenient for transportation, carrying and storage. The wine body is liquid. Only with the help of appropriate packaging, can it be transported, carried and stored, and ensure the safety in storage and transportation

easy to purchase and use. If the wine is not packaged, it is difficult to display the wine, and it is also difficult to count, count and sell. With packaging, it brings great convenience to wine marketing. From the perspective of consumers, wine can be easily purchased, carried, stored and consumed through certain forms of packaging. At the same time, with the help of the instructions printed on the wine packaging, consumers can easily understand the drinking and storage methods of wine

beautify wine and promote sales. After wine is packaged, it is often not the wine itself that first enters the vision of consumers, but the packaging of wine. "Buddha depends on gold, people on clothes, and goods on packaging". Good packaging can arouse consumers' interest and trigger their purchase motivation, so they become "silent salesmen". The inherent quality of wine is the basis of wine market competitiveness, but if a high-quality wine is not matched with high-quality packaging, its market competitiveness will be greatly weakened. In addition, due to the diversification of packaging materials and the development of packaging technology, the function of wine packaging in protecting wine body and facilitating circulation has been gradually weakened, while its role in attracting consumption and promoting sales has been strengthened. More and more enterprises take packaging as an important tool for implementing differentiated marketing of grape wine products

the current situation of the differentiation of wine packaging

the outer packaging of wine

because the main function of the outer packaging of wine lies in the circulation and storage links, it shows that the refrigeration dose of the main refrigeration unit is insufficient. The design of the outer packaging of wine should pay attention to artistry, that is, the outer packaging should be designed according to the aesthetic principles and the rules of consumers' recognition of various morphological elements such as points, lines, surfaces, bodies, etc, Attention should also be paid to the scientificity, firmness and practicality of the structure

the outer packaging of wine usually adopts cartons or wooden boxes, as well as cloth bags. Its appearance design mainly includes square column shape, flat shape, prism shape, book shape, open window type, supporting type and basket type. Among them, the windowed type, also known as the transparent type, can be divided into two sides or one side. All the machines can't operate normally. You can see the bottled wine without opening the carton. The matching type is also called box shaped wine box, which usually contains different types of wine in a packaging box or matches with wine utensils and other commodities. The form of carrying basket is like a basket, elegant and unique, full of interest

consumers in some European countries are used to putting bottled wine in paper color boxes, handbags or wooden boxes to show the exquisite and noble quality of their life. Wooden boxes are designed and made by professional manufacturers, with thousands of samples to choose from. Generally speaking, precious wines are usually packed in wooden boxes, and the packaging specification is generally 3*2 bottles or 3*4 bottles in boxes. Generally, the pattern on the color packing box should be able to indicate the characteristics of the manufacturer or distributor concisely and accurately

the outer packaging of Chinese wine products basically follows the packaging design mode of foreign countries

inner packaging of wine

inner packaging of wine mainly includes wine containers, labels, corks (or caps), caps, etc

wine container

glass bottle: it is a common practice in the international wine market to use glass bottles to contain wine. According to EU regulations, the capacity of grape wine bottle must be a multiple of 750ml or a related number, such as 375, 750ml, 1.5L, etc. the common wine bottle types and their characteristics are shown in the table

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common wine bottle types and their characteristics

generally, the weight of grape wine bottle is related to the quality of wine. The weight of ordinary table wine bottle is about 400g; The bottle weight of five grades of wine in Bordeaux is more than 550G; The bottle weight of high-end wines such as romaneeconte, the king of Burgundy, is about 700g

wine bottles are usually dark green or brown in order to reduce the impact of sunlight on wine, but while constantly improving the abiotic stability of wine, light colored bottles are also increasingly popular, adapting to people's "what you see is what you get" buying psychology. German Rhine bottles are brown, green white "Basically, all colors are used to hold white wine. Only red wine, which accounts for about 20% of the output, is held in Bordeaux bottles, but other countries generally continue to hold red wine in green bottles and white wine in white bottles.

oak barrels or pots: until the 17th century, grape wine was still placed in wooden barrels or pots. At first, it was mainly used for aging in oak barrels, but with the development and change of consumer demand, wine appeared Whole barrel sales. The whole barrel sales method is mostly applicable to the customized marketing method of wine

cartons: cartons are packed with special sterile paper packaging materials, such as Tetra Pak and Tetra Pak diamond, which are easy to consume, easy to carry and low-cost. In addition, due to the particularity of packaging materials, cartons can effectively prevent the oxidation of wine

at present, soft packed wines can be seen in the wine markets of France, Italy, the United States, Australia, Argentina and other countries, but most of them are in the market introduction stage and have not yet become mainstream products. It can be seen from the table that in Italy, cartons of wine began to win a market share of 9% from the bottled wine market. The Argentine carton wine market has achieved great success, accounting for 59.2% of the total market

proportion of carton packaging in Italian and Argentine wines

Xintian international wine company is the first company in China to try the method of packaging wine in cartons, using special laminated aluminum-plastic composite environmental protection cardboard for packaging. This packaging can effectively block the damage of bacteria, light, oxygen and microorganisms to the nutritional components in wine, which is safe, hygienic and free of odor, It provides a new choice for wine consumers

metal cans: similar to beer packaging, the practice of using metal cans to hold wine has emerged in some countries, which is characterized by safety and convenience. Maotai distillery took the lead in launching tinned cans of wine in China, aiming directly at mass consumption

wine label

according to the different parts of the wine label on the bottle body, the wine label can be divided into front label (or positive label), back label (or sub label), body label, whole body bag label, chest label, abdominal label, shoulder label, tag, sealing label and band

the front label is printed with the name of the factory, the name of the wine and the content of the trademark; The formula or instructions are printed on the back; Body mark refers to the label affixed to the bottle body, including the front mark and back mark, and also directly printed on the bottle body, which is an essential mark for bottled wine; The whole body label is a wine label around the bottle, including wine name, factory name, trademark graphics, instructions, formulas and other contents

according to the difference of the wine label affixed to the low position of the bottle, the wine label can be divided into neck label, shoulder label, chest label and abdominal label. The chest label is mainly used for some special-shaped bottles. Due to the irregular shape of the bottle, the use of ordinary wine labels is greatly limited. Therefore, the chest label is used for embellishment, which is generally pasted on the upper part of the middle of the bottle; The abdomen label is pasted on the lower position of the bottle body; The shoulder tag is pasted above the front tag or back tag and below the neck tag

the sealing label includes the top label, riding label and full circle neck label. Among them, the top label is pasted on the top of the bottle cap, and some are directly stamped, injected or printed on the bottle cap. Most of its contents are trademarks or special marks of the manufacturer; The riding label crosses the top of the bottle cap and sticks to both sides of the bottleneck to protect the original; The full circle neck label is pasted on the bottleneck to seal, protect the original and embellish. In addition, there are words printed or stamped on the cork or the bottom of the bottle and the edge close to the bottom of the bottle to show the possibility of lightweight, which also belong to the category of wine labels

as for the contents that should be marked in the wine label, the regulations of different countries are different, but the most basic items include: wine grape variety, grape harvest year, production unit name and product code, alcohol content, capacity, bottling unit and its address. Some countries also require the marking of wine quality grade, place of origin and government verification number

at present, there are two implementation standards for wine labels in China, namely, the beverage and wine label standard (GB) and the general food label standard (GB) issued by the former National Bureau of quality and technical supervision. According to this standard, the label content of wine must indicate: wine name, category (or sugar content), alcohol content, original juice content, net capacity, factory name, address, batch number, trademark, packaging date, standard code and number. According to Article 18 of the measures for the administration of wine production (Trial Implementation) issued by the State Bureau of light industry in September 2003, the identification of wine labels can also indicate the year of wine, grape variety, place of origin, product grade and source of original wine in addition to the identification contents specified in the label of beverage wine and relevant laws and regulations

in terms of wine label design, in addition to the artistry of wine label design, there are also some innovations in the functional design of wine label. For example, the United States invented a double-layer wine label, which