Last time I made a report from a big supermarket in. There are a tremendous amount of local brands in China, far exceeding the number in Japan. In the previous report I introduced a heated sales battle among these brands with a labor-intensive method. Today I will focus on another marketing strategy, “brand appeal in silence”.
It is clear that name value, brand power, and package appeal are significant factors for consumers to choose and purchase products among similar kinds of goods.
Not only daily necessities such as food and toothpaste packaged in printed paper containers and flexible packages, but rice cookers, water filters, fans, televisions, and hair dryers packaged in carton boxes are very colorful with each brand image. They are displayed as if the shop were covered with a variety of beautiful flowers.
I was able to see brand owners compete through their packaging, trying to make their goods more appealing to customers. The packages had beautiful printing and I even saw faces of people noticeably printed on either corrugated boxes, folding cartons, or flexible packages. I soon found out that they were celebrities and models and realized that customers got good impression to packages with smiling faces on them.
Judging from the excellent color reproducibility of face photos, it can be said that China has an advanced printing technique.
As for myself, if my favorite actress is printed on the package of whisky or a canned cocktail, I would certainly buy more of them.
Celebrities and models noticeably printed on packages
