Packaging foods with Chinese thinking

In recent years, the Chinese economy has maintained an average annual growth rate of 10%. With the rapid development of the economy and the enrichment of the people’s material life, the demand for the spiritual level is increasing dramatically. The “Poached Three Kingdoms” popular in recent years, Yu Dan’s “The Analects of Confucius” at the Lecture Room, and CCTV’s hit “The Rise of Great Powers” ​​all convey the same message without exception. The current China is entering a traditional culture. A period of reconsideration. This is due to the gradual restoration of national self-confidence, and also reflects the subtle changes in the Chinese economy.

In the early days of reform and opening up, Chinese entrepreneurs advocated the use of Western economic theories to solve problems, thereby helping Chinese enterprises to occupy a place in the process of globalization. However, after a long period of “tuition fees”, people found that it was impossible to copy Western experiences completely. We must localize the advanced experience of the West, create unique management methods based on China's actual conditions, and use Chinese traditional culture that is not easily understood by foreigners to win new growth opportunities.

The rise of the Fire Sun brand strategy design organization is to meet the results of this rational change. In the initial development, Fire Sun learned a lot of advanced creative techniques and marketing thinking in European countries, and combined with the actual situation in the Chinese market to study the psychological needs of dealers and consumers. Focusing on the unique “human nature” of Chinese people and effectively integrating such factors as folk customs, aesthetics, preferences, and consumption habits, a large number of product packaging with Chinese characteristics and strong sales force has been created, becoming one of the Chinese food design industries. More representative creative groups. Afterwards, we further recognized the charm of Chinese culture and recognized the “moderate and gentle” thinking in the bones of Chinese consumers, further improved our theoretical system, and positioned Fire Sun as a dual identity of “brand doctor” and “brand nanny”. .

The brand doctors are through: hope, conduct in-depth industry research, systematically sort out various categories of Chinese food industry, accumulate detailed information; smell, understand the living environment from the upstream and downstream of business operations (Chinese specific culture atmosphere The status quo of the company, to find breakthroughs and development opportunities; asked, directly into the enterprise, careful analysis and identification of the actual operation of the company; cut, all resources related to the enterprise, production capacity, technical advantages, raw material characteristics, access The combination, and even the mountains, waters, and customs surrounding the company, are all carefully analyzed and researched. Ultimately, a Chinese-style differentiation strategy is identified, which is manifested through creative ideas such as packaging, promotion, advertising, and activities. In accordance with such thinking, the entire company's brand strategy has been newly constructed, and its guiding ideology is exactly the ancient training of China - "the adults are not Chinese, the gentleman is practical". The role of the brand nanny is as a strategic partner of the company. Zhiye institutions have the obligation to help companies establish long-term development of brand strategy, not eager for quick success and instant benefits, do not focus on hype, but actually cultivate a system to grow a brand, Let the brand gain “time, place, and people” in the natural growth and eventually rise.

Specifically, the core strategy of Fire Sun is to use Chinese elements recognized by the Chinese people to package Chinese companies, so that Chinese companies' products can be adapted to China's specific consumption environment, and they can grow due to specific cultural environments. We believe that with the return of ethnic self-confidence, ethnic culture will surely rise, and the supporting marketing strategy with Chinese characteristics will also develop. To put it in an old saying, it is: The nation is the world.

Reprinted from: New Food