The salesman of many consumer goods companies will have this experience: When negotiating with the purchasing director of a store, the first problem encountered is: “You are not able to package this product!” Inexperienced salesmen often do not know how to respond. Loss of confidence, in the next negotiation will be underdog, subject to people. The old salesman is aware that this is actually a negotiation strategy used by procurement executives. At this time, the clerk's job is to patiently compare his own product packaging with the packaging of other brands of the same product and report the advantages, until the other person turns to the next topic.

Distinguishing the quality of product packaging is the first stage of the entire entry negotiation. If the packaging is done well, it will be easy to pass this first level. The first round is good, and the next round of negotiations will be smooth. On the other hand, if your product packaging is lackluster, then the first level will be difficult to pass. What's more, it will make it impossible to continue the negotiations. If this is the case, then the efforts made by the production companies will be disastrous and the market's door will be difficult to open.

How to make your product packaging meet the requirements of the store?

Easy barcode management

The management of goods in the store is mainly carried out through barcodes, and there are as many barcodes as there are product category specifications. Therefore, the barcode on the package must be clearly identifiable. Different varieties of the same brand under different specifications must not be repeated, and can not be confused with other brands of bar codes. The printing position of the bar code should be easy to read by the POS machine. If the POS machine cannot read it, the product will only be out of destiny.

Tips: Before finalizing the packaging plan, first put it on the POS machine to see if the barcode reading is convenient and correct.

Meet promotional environment requirements

The creation of atmosphere is very important for good promotion, which requires packaging to help create atmosphere. Only by coordinating with the atmosphere of the store can it be selected as a promotion target. Bundling is a commonly used method in sales promotion. Generally, two or more packages are bundled together with a yellow plastic tape printed with a “preferential equipment”. If the packaging material is fragile, it is easy to break with a strip of rubber. Such packaging materials are not suitable for bundling promotions. Another example: a large number of goods placed together as a pile in the store is a common form of promotion. If the packaging of goods is not flexible and easily deformed, it will completely lose its sales, and promotion will not be successful. What's more, the product is crushed because the packaging material is deformed. A supermarket customer service manager once spoke of such a thing: “Our supermarkets engage in promotions during the Spring Festival. There is a sesame cake that sells well, but on the second day we received a lot of complaints. The customer said that they bought a sesame pastry and went back and unpacked. Looking at the situation, we found that it was not sesame crisps but 'end of sesame seeds', which made us very passive. Later, we investigated and found that the plastic boxes used to hold the sesame cakes are too soft to protect them. Several layers were easily crushed. It was originally a very pleasant cooperation but it was stirred by a small plastic box."

Tips: While pursuing a unique style in packaging design, it is also necessary to consider the creation of a promotional atmosphere and try to avoid designs that are all black and white. In the selection of packaging materials, quality can not be reduced in order to control costs, it must be able to maintain the shape and protect the integrity of the product, it is best to design several packages to meet different needs. A product of several types of packaging, for the average manufacturer is not easy to operate, you can leave blank in the initial design of the packaging. In addition, it is advisable to design and print several different stickers, which will be attached to the blank part of the packaging during different seasons and holiday promotions.

Considering the safety of stacking

A so-called poison gas incident took place in a large supermarket in a northern city in the past year, causing great panic and causing no small losses. It was later discovered that the cause of the accident was an unqualified insecticide package and a gas leak. In addition, the purchasing director of the store is also particularly sensitive to the safety performance of the packaging of beer, carbonated beverages, and toilet detergents.

Tips: The quality of packaging materials must be guaranteed. After the packaging is designed well, it should pass the inspection and certification of some authoritative organizations. Rest assured that procurement managers can rest assured.

Convenient terminal tally

There are many times of daily replenishment in the store, and the workload is very large. Therefore, the clerk rarely has the energy to carefully distinguish the products on the shelves. If product packaging can not clearly separate different varieties of different specifications, it will often make the counterfeit goods to make up the wrong goods, causing confusion in stacking. The tallyperson rarely slackens when moving boxes. If the box is not done well, it can easily be damaged and it can't be sold.

Tips: When making series packaging, special consideration must be given to the distinguishability between different product packages. For example: add some colors or small patterns as logos; to be easy to move, especially some smooth plastic or glass packaging should be easy to grip and prevent sliding hands. In addition, the outer box of fragile products such as glass should be strong and shockproof.

Convenient terminal display

There are many consumers in the store, it will inevitably encounter the shelves. If the package's center of gravity is not stable, it will fall when touched a little. There are no more selling points for such merchandise, and procurement executives will not want to. In addition, if a single package is too large, it will invade other products. Generally, it will not be placed on the second and third floors of the shelf from the top to the bottom, but will be placed at the bottom. If it is too small, it is scattered or easily lost. Particular attention should be paid to: When the price of goods is low, but the packaging is designed to be very large and takes up a place, but it does not sell much money, it will certainly be rejected by the purchasing director.

Tips: The shape of the package can be irregular, but the bottom must be flat and the center of gravity must be steady. If you do feel that it is necessary to do some special-shaped packaging, then you should wear a hole in the top, or a lanyard, the store can hang it on the hanger or hook. Otherwise, the tallyber simply does not know how to place it. Also, try not to design oversized or undersized packages. The design of the small package can refer to the form of the shampoo pouch package. The small package can be connected and the customer can tear it according to their own needs when purchasing.

Considering shelf life requirements

Hypermarkets usually use fresh food as a selling point to attract customers. The profitability of fresh foods is generally higher than that of other commodities, which contributes a lot to the overall gross profit. The store places great emphasis on them. And consumers are particularly concerned about the freshness of this type of product. If customers buy back to find that a product has deteriorated, they often complain to the business. Over time, fresh foods cannot attract consumers into the market. Therefore, the store is very sensitive to the shelf life of the goods entering the market, which puts high requirements on the function of product packaging. Even more hateful in the store is the false production date on the packaging. Once a similar situation occurs, the product will be rejected.

Tips: Packaging materials try to choose products that have a good reputation. Such as: boxed fresh milk, beverages can choose 'X Le sterile brick' and other widely recognized carton packaging. Vacuum packaging should not be dealt with in a sealed package. Packaging can be done on some signs of shelf life quality changes. For example, a safety valve can be placed on the lid of the can. If the lid bulges in the middle, it indicates that the contents have deteriorated. The date of production and shelf life should also be clearly marked.

Pay attention to the differentiation of store requirements

Because of the difference in positioning and the target customer group, each store has different choices of products for entry. Even if it is the same kind of goods, the store will put forward different requirements for its packaging.

Hypermarkets such as: Wal-Mart, Carrefour and other customer-oriented purchasing power is generally higher, the purchase volume is generally relatively large, so the entry of goods is mostly a large package, while the small supermarket customers are generally not large purchases, decided that the package should be moderate .

Tip: In the early stages of designing the packaging, you should refer to marketing strategies. If you are focusing on hypermarkets, you must consider the design of large packages; if you are focusing on small stores, you may consider more small packages. In fact, the two can be considered at the same time: mainly in small packages, if large packages are required, superposition on the basis of small packages. If you think ahead, you can make a better design for the packaging. For example, designing some paper or plastic two-hole cards can easily tie two small packages together, which is inexpensive and attractive.

Reprinted from: "Chinese and Foreign Management"