According to the data of Meiye Yan Research Institute, in the washing category in recent 30 days, the online sales of washing products exceeded 890 million yuan +, and the sales exceeded 23.63 million pieces.
|The sales of online Taobao washing products in the past 30 days (July 14, 2020 to August 14, 2020) take the category of washing liquid as an example. From the distribution of price band, the price of washing liquid accounts for the most between 90-100 yuan, and the efficacy claims mostly emphasize sterilization, cleaning and color bleaching. At the same time, under this year's epidemic situation, the market demand for bacteriostasis, mite removal and disinfection is also reflected.
|In the past 30 days (July 14, 2020 to August 14, 2020), the price band and claim of online laundry detergent products. It is not difficult to see from the following data that the online market share of top3 brands blue moon, willus and Libai has reached more than 30%, among which blue moon has opened an obvious gap with other washing brands.
In the past 30 days (July 14, 2020 to August 14, 2020), the top ten brands in the sales volume of laundry detergent products. Among the top ten ingredients in the sales volume of commodities, lavender ingredients are unparalleled, far surpassing other ingredients.
|In the past 30 days (July 14, 2020 to August 14, 2020), the top ten ingredients in the sales of laundry detergent products. What about the packaging displayed on the shelf? Whether we admit it or not, we are in an era of "beauty is justice". If a product has beauty and creativity on the basis of practicality, it will naturally have a high position in the eyes of young consumers. In this issue, Meiye Yan Research Institute selected 3 packaging designs of washing products. What are their new ideas? Follow me.
There is a "love" hidden in the package of washing products focusing on family warmth
Recall that the packaging of washing products on supermarket shelves is basically practical, so the "functional" label is enlarged, which is lack of arousing and arousing the emotional needs of consumers. Smart designers will play a little smart, and the careful thinking of unexpected design is unforgettable. For example, this group of washing packaging with outstanding style was designed by Alexander Cherkasov, a Russian designer, and won the a design award this year.
Although at first glance it's still a little scary, it's still very loving when you look carefully. According to the designer, this design concept is mainly aimed at young families and uses soft emotions to get close to their lives. The full range of products includes washing powder, washing beads, washing liquid and washing soap.
Different from the common and single washing packaging on the market, the "posture" of clothes on the packaging is similar to the interaction between men and women, showing an expression of love and care and creating a warm product atmosphere.
In order to highlight the different uses of the product, the clothes on each package correspond to the types of fabrics suitable for washing, such as the pattern of orange T-shirts and jeans embracing each other, indicating that this kind of laundry is suitable for washing dark clothes.
Under the background of the packaging, the color of the clothing pattern is conspicuous, which is also convenient to distinguish the packaging box.
The overall style is saturated in color, which is difficult to ignore.
Tear off the seal and turn it into a spoon for environmental protection
The importance of environmental protection is self-evident. In order to make a creative environmental protection packaging, many designers make painstaking efforts. With regard to "how to pour out washing powder in an appropriate amount", in addition to using less environmentally friendly plastic spoons (sometimes not necessarily), I believe everyone is Buddhist to control the amount of washing powder. The washing powder package "wear off a scoop" designed by Yang Guo and others can solve this problem, which is environmentally friendly and easy to operate.
Consumers only need to tear off the seal along the dotted line on the package, and the torn part will become a spoon, which is convenient for consumers to take an appropriate amount of washing powder and will not be too wasteful.
The packaging design idea is very creative. The designer turns the common plastic washing powder packaging into paper. This design is not only environmentally friendly, but also requires less materials. The packaging part is also the spoon itself, which is very clever.
Many netizens said that although this package has new ideas, it also has many disadvantages, such as opening too large and easy to pour out; The dotted line is easy to be damaged during transportation; Paper packaging is easy to get wet and become soft due to moisture; The bag can't be sealed. It's useless once used, etc. However, some people think that creativity is important, and the lack of practicability is understandable.
Soap appearance washing powder packaging
This group of washing powder packaging is designed by flex design and won the red dot design award in 2018. In order to highlight concept of environmental protection products, the designer mainly focuses on materials. The packaging bottle is made of recyclable raw materials for recycling. In addition, the soap shaped bottle body design is also easier for consumers to grasp.
Usually, the labels will cause environmental pollution when recycling materials, and the beige labels on this group of packages are removable to facilitate consumers to classify waste (plastic and paper).
In the color system, the designer adopts a relatively soft blue tone, which looks very gentle and fresh.