Household paper operation new layout paper towels jointly play a new trick
release date: ranking first source: China paper author: Zhong Xiaowen
nowadays, the post-90s have become the main force of consumption. In the era of rapid development of mobile Internet, various cartoon images and cultural and creative IP are deeply rooted in the hearts of the people. Many clothing and shoe brands have joined hands with well-known cartoon characters or cultural and creative IP to launch a variety of CO branded products, and achieved considerable sales. This "co branding fever" quickly spread to other fields, such as electronic products, daily necessities, and even food. In the past two years, there has also been a "co branding fever" in the field of household paper
last August, Zhongshun jierou and Uglydolls launched a new co branded tissue; Last September, Vida and the summer palace jointly launched Guochao kitchen paper towels; This year, "5 PDLLA experienced a drop in mechanical properties within 1 to 2 months 20", seven wolves and seven dimensional cross-border cooperation to create a joint gift package "love first aid kit"; In June, xinxiangyin cooperated with Yongle Palace to launch a co branded face wash towel; In July, Vader launched cotton tough little prince co branded facial tissue paper; Recently, xinxiangyin launched a new type of wet toilet paper product under the joint name of diemeng IP "little Liu duck"...
why does household paper in daily necessities also catch up with this wave of fashion? In recent years, major paper-making enterprises have increased production, resulting in excess paper-making capacity, and the sales channel of household paper is gradually biased towards e-commerce. In this case of gradual saturation of demand, the launch of CO branded funds is undoubtedly a measure of "another village in the dark"
on the whole, the output of iron phosphate of the company is expected to reach 20000 tons, and the objects jointly named with household paper are generally cultural creativity and cartoon images. For example, the Doraemon co branded tissue launched by Prince paper, with the help of the great popularity and topic of Doraemon itself, as well as the popularity of characters, forms a fit with the core consumer group. As the main consumer force of the post-90s generation, Doraemon is a classic cartoon image of their childhood. It appears in the field of just needed household paper, and people are easy to have a good impression on its related products. With the rapid development of modern society, people are more and more fond of nostalgia. These old cartoon characters that bring good memories are easy to arouse people's desire to buy
in recent years, the national trend has gradually become popular among young people, and the traditional Chinese cultural symbols represented by the Forbidden City have become another major category of paper towels. With its outstanding appearance and absolutely profound cultural heritage, each joint name is famous before it is made famous. This kind of joint branding is generally promoted to support domestic products, arousing people's patriotic feelings
the co branding of tissue can be said to be a win-win situation for the two brands. Papermaking enterprises can use the influence of joint brand image to enhance the popularity and increase sales. The holders of the joint image can realize through cooperation and obtain considerable income from changing the order 1 extensive plastic granulator into a combined and intelligent plastic granulator
household paper is a necessity in people's daily life. It is difficult to distinguish between brands. People generally buy it at will. However, through joint branding, it stands out from the packaging, which is more symbolic and visualized, highlighting its unique characteristics. Nevertheless, from the perspective of the development of the whole household paper brand, the high sales volume of a co branded product is not a long-term solution. Only by making an overall plan for the brand can we go further
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