Delivery merchants should have a correct understanding of external packaging. It is not advisable to overly focus on packaging while neglecting costs, and to overly focus on products while neglecting user experience. There are many articles introducing takeout packaging now. Today, this article will emphasize a few basic understandings of packaging, which are the selection criteria for merchants when facing numerous packaged products:

標(biāo)準一：重要的是其功能性，這個標(biāo)準高于其他一切考量。

Standard 1: What is important is its functionality, which is higher than all other considerations.

功能性包括：不易破損、不變形、不撒漏、不串味兒、保溫、方便、口感佳。畢竟用戶點外賣基本核心的需求是食物，包裝如果不能包裝菜品質(zhì)量，一切免談。

Functionality includes: not easily damaged, not deformed, not leaking, not cross flavored, insulated, convenient, and has a good taste. After all, the basic core requirement for users to order takeout is food, and if the packaging cannot package the quality of the dishes, there is no need to discuss anything.

標(biāo)準二：先滿足“標(biāo)準一”后，兼顧在成本預(yù)算內(nèi)增強用戶體驗感。包裝的成本一定要跟客單價匹配。

Standard 2: First meet "Standard 1" and then enhance the user experience within the cost budget. The cost of packaging must match the unit price per customer.

如果商家走極致性價比的路線，客單價25元以內(nèi)可以點兩個菜一個主食的快餐店。包裝應(yīng)走簡潔、實用路線，切忌畫蛇添足配套過多的紙盒、腰封等裝飾大于功用的東西。

If the merchant takes the route of ultimate cost-effectiveness, a fast food restaurant with a unit price of less than 25 yuan can order two dishes and one staple food. Packaging should follow a simple and practical approach, and avoid adding too many decorative items such as cardboard boxes and waist seals that are more than functional.

一方面是成本占比過高，顧客來消費的大原因不是包裝而是沖著定價便宜來的，降低了店鋪的毛利；另一方面是因為低客單價店鋪屬于高頻消費品類，過于繁復(fù)的包裝制造了過多的垃圾，造成消費者的心理負擔(dān)。

On the one hand, the proportion of costs is too high, and the main reason why customers come to consume is not because of packaging, but because of cheap pricing, which reduces the gross profit of the store; On the other hand, low unit price stores belong to the high-frequency consumer category, and overly complex packaging creates too much garbage, causing psychological burden on consumers.

如果商家屬于超高客單價的品類，比如砂鍋粥、小龍蝦、肉蟹煲，這些一個基本單品的定價都在98元以上。平均實收客單價90以上的外賣，本身一單的毛利可以達到40元以上，僅把包裝成本提高2～3元，就能極大的提高用戶體驗和高消費的滿足感。對店鋪的品牌形象和復(fù)購率以及推廣傳播都有強烈的正面影響。

If the merchants belong to the category with super high customer price, such as casserole Congee, crawfish, meat crab pot, these basic items are priced at more than 98 yuan. For takeout with an average unit price of over 90 yuan, the gross profit per order can reach over 40 yuan. Simply increasing the packaging cost by 2-3 yuan can greatly improve the user experience and high consumption satisfaction. It has a strong positive impact on the brand image, repurchase rate, and promotion and dissemination of the store.

相反，不走心的包裝會使消費者難以再次想起，被競對商家輕易替代，得不償失。

On the contrary, unwavering packaging will make it difficult for consumers to recall and be easily replaced by competitors, which is not worth the loss.

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This article is dedicated to the friendship of disposable takeaway packaging boxes. For more relevant knowledge, click on: http://aishaer.cn We will provide you with comprehensive services with a sincere attitude. We will gradually contribute more relevant knowledge to everyone. Stay tuned