Product packaging reform: Xiake talks about the creation of famous hot pot bottom materials and expl

Recently, there is such a net red cake in Sichuan. The shape of the hot pot bottom and several spices scattered around make it difficult to imagine that it is a delicious cake. The strong visual experience also makes many consumers have a special liking for this cake. For a time, hot pot bottom cake has also become a popular online product among young consumer groups.

Looking at this cake carefully, in addition to giving it a unique shape and packaging of hotpot bottom material, it is not difficult for us to find that in terms of shape, we no longer focus on the traditional bottom material image, but apply pepper and other elements to the product shape to attract consumers and promote their purchase desire. This is as like as two peas of the famous hot pot, the master of the old Ge Dynasty, who is the owner of the book.

Before 2015, the hot pot bottom material industry was mixed. The extremely unified opaque packaging on the market made consumers unable to feel the real flavor of food materials. However, famous food saw the chaos of the industry and did not have high quality, so it was naturally unable to meet the advent of a new era of consumption upgrading. Therefore, famous food decided to make an iterative product that broke the inherent label of hot pot bottom material in the market, and joined hands with Xiake, founder of Guge Dynasty, to completely subvert the traditional hot pot bottom material market with visible real materials for consumer demands.

Insight into consumer demands and break the traditional "suit the remedy to the case"

Reviewing the reform process of famous hot pot seasoning, At that time, the two major problems to be solved by famous food were: "The functional problem of consumers eating hot pot is that the living habit of eating hot pot is about one hour. In the past, 200 grams of material was difficult to meet the dining time of consumers, so it is often not popular in the family; the problem of product presentation, in the past, the traditional bottom material packaging and outer packaging reflected the edible quality of products by using pictures, but it is not intuitive for consumers."

In order to solve these two core problems, Xiake led the team to investigate the purchase psychology of consumers and found that the public prefer products that can be seen and obtained, which is more appetizing and can trigger the desire to buy.

"Therefore, in the production process of Mingyang hot pot bottom material, we propose to add pepper and pepper to the pure butter block for the first time through process transformation, so that consumers can see the essence of the product and restore the scene of the hot pot shop. Secondly, increase the component of the single product to make the taste longer. At the same time, the added pepper and pepper also play a certain auxiliary function to the weakened taste in the cooking process , keep the fragrance of the primer lasting. "

The cultivation of consumption habits is the result of consumption resonance

After the process transformation and user experience transformation, the famous hot pot bottom material has become a brand-new product, which has quickly opened the difference from the traditional bottom material. Consumers feel the changes of the product more intuitively. The whole hot pot bottom material market has also undergone great changes, and has been transformed into the manual bottom material market one after another.

"After the market capacity is re driven, with the aggregation of the whole market opportunities, the consumption inertia of users has been formed. Through mass communication, we should let consumers develop the consumption habit of products. The reason why products such as Mingyang hot pot seasoning can quickly become popular is to find the resonance of consumers, the resonance of product taste, visual resonance and user experience 。”

The emergence of famous hot pot bottom material makes the bottom material more attractive and connotative, and more in line with people's needs. The new packaging reform has won strong market competitiveness and opened a new era of hot pot bottom material. The successful shaping of explosive products not only promotes the hot pot culture, but also promotes the famous hot pot bottom material to the whole country, so that more people can eat the real authentic Sichuan hot pot and understand the different Sichuan culture