[China Packaging Network News] The wine industry is no stranger to the word “customizationâ€. It has been tried and practiced from wine to packaging, but it is still based on a certain amount of customization. With the continuous advancement of technology in recent years, digital production and control of wines can be realized from brewing to packaging.
What are the opportunities for personalized wine packaging?
1. Personalization and diversified consumption become mainstream
From an age point of view, the current mainstream consumer groups of customized wines are the new generation of SoLoMoPe (abbreviation of "Social", "Local", "Mobile" and "Personalized") after 80's and 90's. Behavioral characteristics are socialization, localization, mobility, and personalization. This means that alcohol brand marketing must cater to consumers' needs in a personalized manner across social media, full sales channels, and full consumer time. Personalized consumer demand is mainly reflected in the following three aspects:
(1) All-round interaction requires a sense of participation. For personalized wine packaging, it is to present custom graphic information such as consumers' Logos, pictures, and gifts in the form of physical products before their eyes.
(2) Circle culture should have a sense of belonging. The Internet can quickly aggregate "smell like" crowds. People in a certain circle will naturally have a specific consumer demand. Personalized wine packaging can symbolize it, form gifts, and form a culture. For example, some universities have their own brand of wine, some Unit agencies have their own special wines.
(3) Shareable, interesting and topical. For example, Jiang Xiaobai's alcoholic drinks will be printed on the label of wine bottles. Consumers can quickly share these drink rumours with friends through social applications such as WeChat and Weibo.
2. Great changes brought by the Internet
The Internet has revolutionized the way of thinking and life of human beings, and the way of business operation is no exception, because the Internet can directly connect users to products (communication and connection function). For example, Brewmaster is the first to solve the connection problem, changing the pattern of wine sales mainly through local distributors and directly connecting wineries and consumers.
The Internet can also directly understand and collect user's needs so as to respond quickly (aggregate function and fan effect). In the commercial value chain, the closer to the end user, the more valuable it is, and the easier it is to form the control of the industrial chain. For example, Jiang Xiaobai's wine industry gathers users through various channels of the Internet and forms a fan effect, so their marketing will naturally “hook together†with the reeling thread that represents the consumption characteristics of the new generation.
When a new generation of consumer habits is combined with the Internet, the real C2B (personal to business) business model will be formed, and consumption will truly enter the era of individuality. By then, the wine industry will surely be at the forefront, and personalized wine packaging will become The next market hotspot.
What are the challenges of personalized wine packaging?
The biggest challenge for personalized wine packaging is how to solve the contradiction between personalized customization and industrial production, and how to build a personalized marketing software system based on the Internet.
Personalized wine packaging needs to have the following three characteristics: 1 The number of thresholds is low, even if it is a bottle or two can be customized, the number of orders for network polymerization is very large; 2 production costs can not be much higher than regular batch wine packaging; 3 delivery cycle Short, generally within 5 days. The above features require that the degree of automation, production flexibility, and order identification and scheduling of individual wine packaging production systems be very high.
Although the above requirements are higher, but with the improvement of digital printing solutions in recent years, the production process is no longer a problem. The mainstream configuration scheme is the HP Indigo 30000 digital printing machine, which mainly fulfills the personalized printing needs of wine packaging. The automatic die-cutting and hot stamping machine, the visual Gaudi digital synergistic printing machine and the Kama digital intelligent sticking cassette platform complete the synergistic process, post-press processing and molding of the wine packaging. The intelligent personalized wine packaging production system covers an area of ​​300 to 300 500 square meters, with 5 to 10 individuals can be built up, full-process barcode and JDF control, production flexibility is very high, zero waste, to meet the demand for orders from 1 to tens of thousands of wine boxes.
As for the development of the Internet personalized marketing software system, it is necessary to design according to different brands of wine products. The DIY system and the barcode automatic generation system related to packaging production are very mature both in the computer and mobile phones. To the entire marketing system on it.