The hottest gold has become a new trend of beverag

Golden beverage giant packaging new trend

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core tip: Recently, on the occasion of Beijing's successful bid for the 2022 Winter Olympics, Coca Cola launched the golden winter Olympics congratulatory commemorative jar, which attracted widespread attention in the food FMCG circle, Coca Cola has therefore become the second beverage giant to launch golden cans after JDB upgraded golden cans, which is gradually becoming a new fashion in the beverage industry. Xiaozhuqing, a marketing expert, said in an interview with China Business Daily that Coca Cola, which is used to classic red, has also begun to test the golden can, and gold is becoming a new trend in the beverage industry. There are three main reasons for the popularity of gold cans: first, gold meets the new needs of consumers' personality and fashion; Secondly, the golden brand association is broad and beautiful; Third, supreme gold matches the strength of leading brands

[China Packaging News] recently, on the occasion of Beijing's successful bid for the 2022 Winter Olympics, Coca Cola launched the golden Winter Olympics congratulatory commemorative jar, which attracted widespread attention in the food FMCG circle. Therefore, Coca Cola has become the second beverage giant to launch the golden jar after JDB upgraded the Golden jar. The golden jar is gradually becoming a new fashion in the beverage industry. Xiaozhuqing, a marketing expert, said in an interview with China Business Daily that Coca Cola, which is used to classic red, has also begun to test the golden can, and gold is becoming a new trend in the beverage industry. There are three main reasons for the popularity of gold cans: first, gold meets the new needs of consumers' personality and fashion; Secondly, the golden brand association is broad and beautiful; Third, supreme gold matches the strength of leading brands

fierce competition

upgrading is gradually becoming a trend

it is worth noting that this year, the beverage market is highly competitive. Affected by the economic downturn, the major beverage giants have seen a decline in performance, the growth rate of the beverage industry has slowed down, and the market structure has changed significantly

in an interview with this newspaper, hejihong, President of China non staple food circulation association, said that in addition to the general environmental factors, market factors are also an important reason for the decline of enterprise performance. At present, great changes have taken place in the beverage market. Some enterprises have introduced some new products, new concepts and new packaging to meet the psychological needs of consumers for innovation and change, and consumers will tilt in a new direction in their choices. Take JDB as an example. Although it has experienced ups and downs, it has been welcomed by the market due to its good packaging effect after the introduction of the golden can

Li Guangdou, a famous brand marketing strategy expert, believes that 10. Displacement measurement accuracy: within ± 0.5% of the indicated value; It was originally thought that if there was no red can, JDB might have a fatal impact, but now it seems that JDB, which launched the golden can, has been accepted by the market. In fact, marketing needs to be differentiated after years of development. The most famous case is that Coca Cola is red can, while Pepsi is blue can. Blue can makes Pepsi, and golden can packaging will make JDB. In addition, the biggest trend of the brand is to be younger, which should meet the needs of young consumers. JDB has made a lot of efforts in the younger brand. For example, sponsoring the voice of China has caught the attention of young consumers

Golden cans are popular

beverage giants follow the trend of fashion

not long after JDB was replaced with golden cans, Coca Cola also launched the golden 2022 Winter Olympics celebration commemorative cans, and gold has become a popular color in the beverage industry

it is recommended that manufacturers still buy new machines. Li Zhiqi, a marketing expert, believes that two phenomenal beverage enterprises, Coca Cola and JDB herbal tea, choose golden cans by coincidence, which is very noteworthy. Gold is not only the upgrading of packaging, but also the upgrading of the internal value system of the brand. It is a landmark event to adapt to the new normal, new trends and new consumer groups

Shi Zhangqiang, founder of brand soft communication theory, Secretary General of Shanghai brand special committee and founder of Jinkun, said that at present, not only the beverage industry, but also other industries are changing. In terms of products, we should not be too old, but close to young users and target consumer groups. Whether in form or content, it should be changed. In form, it should be relatively novel and grounded. Personalized products are easier to be accepted, while in content, it is best to be popular products and hot products. Products with strong attribute and functional value are also easy to be accepted. If both can be taken into account, it is better

at present, from the perspective of the whole beverage development, many enterprises have little change in these two aspects, only a little change in form. At this time, whoever changes quickly, changes early and becomes louder will easily seize the market, and JDB just takes advantage of this opportunity. It is expected to seize young consumer groups through strategic changes and replacement of gold can packaging. Shi Zhangqiang said

Shi Zhangqiang said that there are several considerations for JDB to launch gold cans. The first is to remove the mark. It used to be very similar to Wang Laoji's red can, which is difficult for consumers to distinguish. At that stage, enterprises are in the growth stage, from advertising to products, all are red, in order to make consumers seamless, easy to identify and remember; The second is partition. After the change, the packaging and color should be separated. There is a clear distinction between red and gold, and gold appears noble in Chinese culture. The third is promotion. By changing the packaging to improve the brand image, the overall strategy has been improved and upgraded in terms of copywriting, operation, channels and other aspects

with the launch of gold canned products by JDB and Coca Cola, the industry is worried about whether more enterprises will follow up. In this regard, Shi Zhangqiang believes that the launch of gold cans by JDB is a strategic decision, while Coca Cola is more tactical. Some enterprises that respond quickly will certainly follow the trend to launch such products, which may form a popular trend, but enterprises cannot blindly follow up. They should consider comprehensively according to their own industry, product category, brand positioning and other factors, and blindly follow the trend still has risks

Li Guangdou pointed out that if any enterprise wants to fight the storm in the surging market tide, it must have its own unique core competitiveness, and brand influence is the external expression of core competitiveness. After the comprehensive strategic upgrading and the launch of Jincan, JDB is fully committed to the mobile Internet + strategy, and is once again occupying the commanding height of the brand

after JDB upgraded the golden can, Coca Cola became the second beverage giant to launch the golden can this year, and the golden can is gradually becoming a new fashion in the beverage industry