Type of applicant company
品牌方
Country
中国
Company Website
www.weichuan.com.cn
Images
Brand of the Product
WEICHUAN
Designer Name
Designer ：Eve Wang；Packaging Manager ：WeiChen Lu；Packaging Assistant Manager : Pochun Huang；
Position of Designer
Designer ：Eve Wang；Packaging Manager ：WeiChen Lu；Packaging Assistant Manager : Pochun Huang；
Target Consumer
25-35 years old, urban white-collar/refined mother, household income: 20k+, high income and high consumption, attaches great importance to the health and safety of products
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 餐饮&酒店 Restaurants & Hotel
Positioning
大货消费品 Mass Production
Design Story
WEICHUAN Strictly Selects Pasture Refrigerated Milk 240ml plastic bottles have been on the market for two years and have entered the top three in WEICHUAN C2B&SR performance contribution. Market research data shows that the 700-800ml and 400-500ml specification bottle markets are growing rapidly. Against this backdrop, WEICHUAN has developed The Strictly Selects Pasture Refrigerated Milk bottle specification series: 240ml, 435ml, 720ml, to improve its product layout. The WEICHUAN Strictly Selects Pasture Milk bottle series follows the design concept of simplicity, beauty, and high recognition. The design inspiration comes from the "baby bottle", using curves to create a unique "little baby bottle" shape, conveying the concept of pure and healthy WEICHUAN fresh milk.
Highlights
WEICHUAN Strictly Selects Pasture Milk bottle body adopts a "little baby bottle" shape, which is round and cute, with a unique design, making it stand out on the shelves, enhancing brand recognition, and quickly catching the attention of consumers. The bottle body design conforms to ergonomics, and the bottleneck of the bottle body is easy to grip. The material used is milky white HDPE with a frosted feel, which reflects the texture and prevents slipping during the grip. Provide multiple capacity specifications to meet the reference needs of different consumers, such as 240ml suitable for single person consumption and 720ml suitable for family sharing.
Market Performance
2024 WEICHUAN Strictly Selects Pasture Milk (Bottled) Sales: 46.97 million yuan
Material（For concept works, please choose the material you plan to use）
其他 HDPE塑料 HDPE material
Craft
The bottle body adopts EBM technology, and the polymer is extruded in the core rod by the extrusion device to form a circular tube shape, forming an extruded semi-finished product. When the semi-finished product reaches a sufficient length, the two molds will close accordingly. The circular tube shaped semi-finished product is trimmed and sealed by the bottom edge of the mold to form the bottom of the bottle. Then, the top of the semi-finished product is cut by the billet cutter and transferred horizontally to the second equipment. The air blowing needle will blow gas into the equipment, expand the polymer, and force the semi-finished product to fit the inner wall of the mold to form the desired shape. Subsequently, the hot polymer will solidify upon contact with the cold inner wall of the mold. After cooling, it will be removed and trimmed to obtain the final product.
Does the design solve the problems that are common across the product category? If so, please explain.
None
What functional designs of the work have enhanced the user experience?
None
Did the design help increase the sales performance of the product? If so, please give related evidence.
The sales revenue of 240ml bottled milk in 2023 was 12.57 million yuan. After updating the WEICHUAN "Little Baby Bottle" series bottle types, the sales revenue of 240ml bottled milk in 2024 was 17.66 million yuan, a year-on-year increase of 40.5%.Full specification sales: 46.97 million yuan.
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
None