At an alumni reunion of science and engineering graduates, a case from one attendee's workplace sparked reflection and resonance among those present. Uni-President's instant noodle business unit developed and launched a new product called "Geming" (literally "change face") in mid-to-late 2014. Nearly two years later, it has disappeared from major supermarkets and stores. Looking back at its history, "Geming" once had its moment of glory. When "Geming" was planned, developed, and launched, the "Internet+" wave was sweeping across China, making "Internet thinking" a trendy buzzword. If you were anyone of note, you'd be considered out of touch if your words and actions weren't linked to the Internet. Uni-President's instant noodle division, not wanting to lag behind, launched this "Internet thinking" instant noodle. But how exactly did instant noodles connect with the Internet? What was the logical extension of the product development team's thinking? Frankly, as a case researcher, I still haven't figured it out. However, upon closer examination of the "Geming" packaging designs online, the rationale behind the "Internet thinking" instant noodle seems to emerge. What is it? Look at the impactful large blocks of bright red and black, the odd poses of passionate teams punching fists and shouting slogans, and the exaggerated expressions of men and women baring their teeth in the images—aren't these just like the advertisements online and the various emoticons in WeChat Moments? The story continues: This "Geming" packaging, designed by Japan's Bravis International, won a Pentawards design gold award in 2015. What is Pentawards? It's said to be the world's first and only competition dedicated to packaging design. It's open to anyone involved in packaging creation and marketing in all countries. Based on the quality of work, winners receive Pentawards Bronze, Silver, Concept, Gold, Platinum, or Diamond awards... An online comment was sharp but hit the nail on the head: "Uni-President's so-called innovation last year, the most high-profile being 'Geming,' actually had no fundamental difference in packaging design, food ingredients, or taste and texture. It merely packaged technology already used by others as its biggest selling point, supplemented by a revolutionary promotional style of 'Internet thinking.' This is essentially exaggerated pseudo-innovation." In commercial design and innovation, the most important and essential element is "commerce." For consumers, what is the essence of "commerce"? It's value realization and value amplification! To the creative team behind "Geming," what value did you provide to consumers with this instant noodle? Was it higher nutritional value? Healthier ingredients in the seasoning packet? Or a taste better suited to target consumers? Even something like other instant noodle brands' "non-fried," "elastic noodles," "straight noodles," or "delicious"—tangible selling points and buying points—would suffice. In my view, these selling points, even if clichéd and used countless times, are a hundred times better than so-called innovations that merely add some Internet design elements while showing little in product development itself. In today's market, consumer perceptions have undergone profound changes. The era when a product could achieve long-term success through just an advertisement, a package design, or a selling point is long gone. Winning a packaging award is fine, but for consumers, it only establishes a "weak relationship." If the product itself falls short in its "strong relationship" with consumers, they will naturally think, "Your award has nothing to do with me; your innovation is just hype." Such so-called innovation is bound to be short-lived. Source: Shuopai (ID: shuopai888) -END- The best learning platform for FMCG distributors in China Focused on providing professional, practical, and actionable tutorials for distributors and enterprises Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get corresponding content Reply with number 1 to view the complete knowledge base | 001 Featured Articles | 002 Distributor Market Operations | 003 Terminal Visit Management | 004 Sales Supervisor Skills | 005 Sales Boost Techniques | 006 Channel Expansion | 007 Managing Distributors | 008 Distributor Development | 009 Distributor Internal Operations | 010 Team Management | 011 Efficient Distribution Techniques | 012 Sales Manager's Skills | 013 KA Operations Strategies | 014 First Lesson for New Sales | 015 Internet, Brands | 016 Distributor B2B Transformation | [Long press QR code to follow]