Fly by Jing, known for its Sichuan condiments, is shifting its strategy to better attract mainstream consumers in mass retail. The brand has updated its packaging with simplified graphics and essential information to grab consumers' attention quickly, emphasizing the 'three-second rule' for on-shelf decision-making. This pivot aligns with broader trends where direct-to-consumer brands are increasingly exploring retail partnerships to enhance product visibility and shopping experiences, countering earlier predictions of the pandemic-driven downturn of physical retail environments.
The subtle updates point to how the company is pivoting its messaging for analog sales. Packaging uses pared-down graphics... to allow quick purchase decisions.
Fly by Jing cares less about brand story. Instead, it designs packaging for the three-second rule, which is crucial for consumers making quick decisions.
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