How does the small red book delivery box capture consumer psychology?

Asked a few friends around knowing Xiao Hongshu, and often even buying things from Xiao Hongshu. For the first time, they heard that Xiao Hongshu, the brand, almost all passed the iconic red box. This is a very interesting phenomenon. The unattractive red box can actually be of great use.

Focusing on packaging is becoming an important trend in the marketing community. This wave is probably the success of the bottle of nicknames that began with Coca-Cola's “nickname bottle”. It made Coca-Cola taste the sweetness. Then the company launched the “lyric bottle”. , "gift bottles", "line bottles", and various kinds of packaging. These packaging, through the spontaneous dissemination of the audience, helped the brand make eye-catching on social media.

Its old rival Pepsi also had a sample, combined with explosive emoji expression, launched up to 70 special emoji packaging. Starbucks will also use red paper cups during the "holiday season" each year. These red paper cups will be frequently distributed by consumers in a circle of friends or on social networks. In the current world economy is not very good, companies need to tighten their belts to live. Instead of spending a lot of money on advertising in other media, it is better to redesign their own packaging at this point. Xiao Hong and these big international brands have similar meanings as some heroes see.

How much can a small express paper box hide? This is really a test of imagination. After all, for most consumers, the function of the carton is nothing other than to protect what can be put into play. Flowers? Little Red Book really played a lot of tricks.

For example, cartons that consumers sometimes receive can be put together. In other cases, consumers will receive a box with this kind of prompt and open it in the correct way. You will see a stereo card. For girls full of female users, is this a big surprise? These boxes are called "Global Edition Limited Red Box". If users put the box on the Internet, they can get vouchers.

If you can collect all versions of the box, you can also get a beauty gift box. The box no longer simply assumes the role of packaging, it also brings surprises to consumers, but also become an important means of marketing.

In the Red Friday bus event in November last year, Xiao Hongshu used a bus courier to fill the gift game. The rules were very simple. The user took his carton and loaded the prize on the carton. In the end, the prize is yours. Then some users are eagerly demanding that the bus be driven to their own city. In order to install more presents, it is also spectacular to pick up all the cartons.

Then in the memory, Xiao Hongshu also engaged in a whole series of activities. When people took delivery, the red box immediately turned to scare many people. Of course, there are many very funny pictures, such as falling. In general, whether it is a bus or a robot, the red boxes are all key items. It can be seen that Red Box always has a high status in the marketing strategy of Xiao Hongshu.

Enterprises are so hard to make and operate red boxes, in exchange for the natural appreciation of consumers. From a certain point of view, the connection between the consumers and brands of the Little Red Book is often related to the packaging in addition to those routinely The box, the consumer has also developed a variety of new uses for these red cartons. There are grasses, laboratory equipment, footstools, and cats. Even spicy food.

When these red cartons penetrated into every aspect of life, the relationship between consumers and brands is also well-established. When a brand borrows from the box, it appears in the user's life. This relationship will be the brand itself. Get a huge competitive advantage.

Integrated marketing communication is no longer a new word, and the core of this concept is to manage each contact point with consumers, even those that are not so eye-catching. Because they also represent the image of a brand or a company, Xiao Hongshu is the same for the operation of a red box.

When competitors did not care about packaging, the Xiaohong book was differentiated by specially designed packaging. When competitors realized that they wanted to design packaging, Xiao Hongshu began to use packaging as a marketing campaign. When competitors started to use packaging to do marketing activities, Xiao Hongshu had already established a relationship with consumers. "One step earlier, step by step Step by step.” Presumably it is such a truth that people often say “the devil is hidden in the details”. This case of a small red book tells us to pay attention to details, especially those details that are easily overlooked. Develop it, maybe that is the rich mine of brand marketing.

(Original title: How can an express delivery tray hide so many hearts?! You have enough red books!)