I believe chocolate lovers must know that Japan's Meiji Milk Chocolate is born in 1926. Meiji Milk Chocolate is a best-selling product in the Japanese plate chocolate market.
Today I want to talk about Meiji THE Chocolate, a new product launched by Meiji in September 2016. The price of this product is more than twice the previous one. Since its launch, it has sold more than 10 million yuan, achieving success beyond expectations. How did it do it?
is first of all the quality of the product, which is the foundation of all the best-selling products. The quality is 1. Other packaging design and marketing promotion are 0. There is no product quality of 1. Everything else is empty talk. The
THE Chocolate series is positioned as high-end plate chocolates that can be bought in supermarkets and convenience stores. They adopt the very popular Bean to Bar production concept, that is, the process starting from the production of cocoa bean , and control it all by yourself. This is the way of making many high-end chocolates now.
THE Chocolate's cocoa beans are from their own contracted farms, and some adjustments have been made in terms of ingredients ratio and taste. In the past, the first place in the ingredient content table of Meiji milk chocolate was white sugar. With the popularity of the concept of low sugar, the highest content in the THE Chocolate series is cocoa butter , which has moderate sweetness, so it is popular among male consumers.
Secondly, this chocolate has put a lot of effort into packaging design. You should know that now is an era of appearance. Exquisite packaging design is easy to spread on social networks. If the product quality is 1, the packaging design is 0, which can double the sales. The packaging of the
THE Chocolate series is simple and fashionable, with an outstanding design sense. There is a radar map with bitter, sweet, sour, and fragrant texture on the back of the packaging. You can choose the taste according to your preferences and open the packaging. The chocolate is divided into three small bags of different packaging. Each piece of chocolate has four different patterns. According to Meiji, different patterns can taste different cocoa tastes.
's simple and exquisite design gives this chocolate a certain social currency attribute, that is, people who eat this chocolate will make people feel tasteful and have a quality of life. Therefore, many people will take the initiative to post on social networks, and there are nearly 4,000 photos of the product posted on Instagram.
And THE Chocolate also gained insight into the preferences of young people and launched limited edition products with special packaging such as paper tubes, cloth bags, iron boxes, etc. These simple and clear designs have gained a group of DIY fans. A netizen DIYed THE Chocolate packaging shell into a notebook cover and shared it on Twitter, which has received more than 16,000 likes, which has also attracted other DIY enthusiasts to try more creativity, such as making mobile phone cases, bookmarks, etc., which not only increases popularity, but also promotes product sales. I have always advocated the functional and interesting packaging design of
. In previous articles of Fu Diary, I have mentioned it many times. For example, handbags that can be cut into various small objects, and perfume bottles that can be made into vases and incense burners are similar. The most interesting thing about
is that this successful chocolate almost couldn't be released because it was impossible to see what it looked like through the packaging design. The company's seniors felt that they could not be sold at all. After sufficient market research, the person in charge responded: "It was not a product sold to people of your era." Thanks to the persistence of the person in charge, this chocolate was released.
I believe entrepreneurs and merchants can learn a lot from this case. First, check whether your product quality is excellent. This is the basis for success. If the quality is fine, then check whether the packaging design meets the aesthetics of young people and whether there are reasons why they are willing to share on social media. Repeat these two points and work harder, I believe that good results will be achieved.
In this process, one thing should be noted: this is an era of rapid changes in aesthetics and trends. Many experiences may no longer be applicable, but instead become a constraint and obstacle. At this time, you should listen to the opinions of young people more. It is best for every boss to clearly realize that this may not be a product sold to people of your era.
This article is original by the WeChat public account Furiji (furiji). If reprinted, please indicate it!
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