食品包裝禮盒別亂做！這些日常消費(fèi)品，越做禮盒越影響銷量

　　Don't make food packaging gift boxes randomly! These daily consumer goods, the more gift boxes are made, the more it affects sales

　　做食品包裝這么多年，經(jīng)常有客戶找到我，說(shuō)想把自己的產(chǎn)品做成禮盒裝，問(wèn)我可行不可行。大多數(shù)時(shí)候，我都會(huì)給出否定的建議，不是不支持大家做高端包裝，而是很多產(chǎn)品本身，就不適合做成禮盒——它們大多是我們生活中常見的日常消費(fèi)品，強(qiáng)行裝進(jìn)禮盒，不僅提升不了銷量，反而會(huì)成為阻礙，甚至加重企業(yè)負(fù)擔(dān)。今天就跟大家好好聊聊食品包裝禮盒的那些門道，說(shuō)說(shuō)為什么有些日常消費(fèi)品，真的不適合做禮盒。

　　I have been doing food packaging for so many years, and often clients come to me asking if it is feasible to make their products into gift boxes. Most of the time, I give negative advice, not because I don't support high-end packaging, but because many products themselves are not suitable for making gift boxes - they are mostly common daily consumer goods in our lives. Forcing them into gift boxes not only fails to increase sales, but also becomes a hindrance and even increases the burden on businesses. Today, let's talk about the tricks of food packaging gift boxes and why some daily consumer goods are really not suitable for making gift boxes.

　　先給大家舉幾個(gè)最常見的例子，比如掛面、香菇、油潑辣子，還有各種家用調(diào)味油，這些都是家家戶戶每天可能用到的烹飪食材，也是來(lái)找我咨詢做禮盒最多的品類。但說(shuō)實(shí)話，這類日常消費(fèi)品，真的不適合做禮盒包裝。很多客戶覺(jué)得，做成禮盒能提升產(chǎn)品檔次，賣個(gè)好價(jià)錢，卻忽略了消費(fèi)者的真實(shí)需求和心理，最后反而導(dǎo)致銷量下滑，這背后主要有四個(gè)核心原因。

　　Let me give you some of the most common examples, such as noodles, mushrooms, oil splashed chili, and various household seasoning oils. These are cooking ingredients that every household may use every day, and they are also the categories that come to me for advice on making gift boxes the most. But to be honest, these types of daily consumer goods are really not suitable for gift box packaging. Many customers believe that making gift boxes can enhance product quality and sell at a good price, but they overlook the real needs and psychology of consumers, which ultimately leads to a decline in sales. There are four main reasons behind this.

　　第一點(diǎn)，也是最關(guān)鍵的一點(diǎn)，禮盒包裝的售價(jià)通常會(huì)高于普通零售包裝。對(duì)消費(fèi)者來(lái)說(shuō)，掛面、調(diào)味油這類日常用品，核心需求就是實(shí)用、實(shí)惠，大家每天都要用到，沒(méi)必要花高價(jià)買包裝。如果一款普通掛面，裝進(jìn)高檔禮盒后價(jià)格翻倍，消費(fèi)者只會(huì)覺(jué)得，錢都花在了包裝上，產(chǎn)品本身和普通款沒(méi)區(qū)別，買這樣的禮盒純屬交智商稅，自然不會(huì)愿意買單。

　　The first and most crucial point is that the price of gift box packaging is usually higher than that of regular retail packaging. For consumers, the core demand for daily necessities such as noodles and seasoning oil is practicality and affordability. They use them every day and there is no need to spend a high price on packaging. If a regular noodle dish doubles in price after being packaged in a high-end gift box, consumers will only feel that the money has been spent on packaging, and the product itself is no different from the regular one. Buying such a gift box is purely for paying intelligence tax, so they will naturally not be willing to pay.

　　第二點(diǎn)，禮盒包裝會(huì)把產(chǎn)品捂得嚴(yán)嚴(yán)實(shí)實(shí)，消費(fèi)者看不到里面的真實(shí)品質(zhì)。日常消費(fèi)品的購(gòu)買，消費(fèi)者大多很謹(jǐn)慎，比如買香菇會(huì)看干度、看大小，買油潑辣子會(huì)看色澤、看配料，而禮盒包裝大多是密封的，只能看到外面的設(shè)計(jì)，看不到里面的產(chǎn)品本身。萬(wàn)一消費(fèi)者花高價(jià)買回去，發(fā)現(xiàn)里面的產(chǎn)品品質(zhì)一般，甚至不如普通零售款，試錯(cuò)成本太高，風(fēng)險(xiǎn)也太大，下次自然不會(huì)再選擇。

　　Secondly, gift box packaging will tightly cover the product, preventing consumers from seeing the true quality inside. Consumers are usually very cautious when purchasing daily consumer goods, such as looking at dryness and size when buying shiitake mushrooms, and looking at color and ingredients when buying oil and chili peppers. However, gift box packaging is mostly sealed, and only the outer design can be seen, not the product itself inside. If consumers spend a high price to buy it back and find that the quality of the products inside is average, or even inferior to ordinary retail models, the cost of trial and error is too high, and the risk is also too great, they will naturally not choose it again next time.

　　第三點(diǎn)，禮盒的制作成本遠(yuǎn)高于普通包裝，會(huì)直接降低產(chǎn)品的競(jìng)爭(zhēng)力。普通日常消費(fèi)品，利潤(rùn)空間本身就不算高，而禮盒包裝需要更好的材質(zhì)、更精細(xì)的設(shè)計(jì)，制作成本會(huì)大幅增加。要么企業(yè)自己承擔(dān)成本，壓縮利潤(rùn)空間，加重自身負(fù)擔(dān)；要么提高售價(jià)，讓產(chǎn)品在價(jià)格上失去優(yōu)勢(shì)，被同類普通包裝產(chǎn)品淘汰。不管哪種選擇，都不利于產(chǎn)品的長(zhǎng)期銷售，反而會(huì)得不償失。

　　The third point is that the production cost of gift boxes is much higher than that of ordinary packaging, which will directly reduce the competitiveness of the product. For ordinary daily consumer goods, the profit margin itself is not high, while gift box packaging requires better materials and more refined design, which will significantly increase production costs. Either the enterprise bears the cost itself, compresses the profit margin, and increases its own burden; Either increase the selling price to make the product lose its price advantage and be eliminated by similar ordinary packaging products. Regardless of the choice, it is not conducive to the long-term sales of the product and may even result in more losses than gains.

　　第四點(diǎn)，禮盒的核心消費(fèi)場(chǎng)景是過(guò)節(jié)送禮，而日常消費(fèi)品的認(rèn)知價(jià)值本身就比較低，作為禮品著實(shí)有點(diǎn)上不了臺(tái)面。大家送禮，大多會(huì)選擇有檔次、有辨識(shí)度，且不常用于日常消耗的產(chǎn)品，而掛面、調(diào)味油這類東西，家家戶戶都有，拿來(lái)送禮會(huì)顯得不夠用心、不夠有面子。消費(fèi)者出于面子問(wèn)題，也會(huì)優(yōu)先排除這類禮盒選項(xiàng)，導(dǎo)致禮盒銷量慘淡。

　　The fourth point is that the core consumption scenario of gift boxes is gift giving during festivals, and the cognitive value of daily consumer goods themselves is relatively low, so as gifts, they are not really on the table. When giving gifts, most people tend to choose products that are upscale, recognizable, and not commonly used for daily consumption. However, items such as noodles and seasoning oil are available in every household, and using them as gifts may not be thoughtful or prestigious enough. Consumers also prioritize the exclusion of such gift box options due to face saving concerns, resulting in poor sales of gift boxes.

　　當(dāng)然，這也不是絕對(duì)的。如果你的食品產(chǎn)品，或者你的品牌，有非常獨(dú)特的賣點(diǎn)、與眾不同的特點(diǎn)，比如是稀缺食材、有專屬工藝，或者有特殊的文化內(nèi)涵，辨識(shí)度高、認(rèn)知價(jià)值足，那做成禮盒反而能提升檔次，吸引消費(fèi)者購(gòu)買。但對(duì)大多數(shù)普通日常消費(fèi)品來(lái)說(shuō)，強(qiáng)行做禮盒，只會(huì)本末倒置。最后提醒大家，做食品包裝禮盒，一定要結(jié)合產(chǎn)品本身的屬性和消費(fèi)場(chǎng)景，不要盲目追求高端，適合產(chǎn)品的包裝，才是能帶動(dòng)銷量、助力品牌的好包裝。

　　Of course, this is not absolute either. If your food products or brand have very unique selling points and distinctive features, such as scarce ingredients, exclusive craftsmanship, or special cultural connotations, with high recognition and sufficient cognitive value, then making them into gift boxes can actually enhance the level and attract consumers to purchase. But for most ordinary daily consumer goods, forcibly making gift boxes will only reverse the order of importance. Finally, I would like to remind everyone that when making food packaging gift boxes, it is necessary to combine the attributes of the product itself and the consumption scenario. Do not blindly pursue high-end, suitable packaging for the product is the best packaging that can drive sales and help the brand.