The hottest probe into the reasons for excessive p

2022-08-16
  • Detail

Explore the reasons for excessive packaging of market goods

release date: Source: Internet editor: lychee browsing times: 448 copyright and disclaimer

core tip: any product circulating in the market needs a packaging, just like people need to wear clothes when going out. In addition to realizing the basic functions of packaging, product packaging also plays a great role in promoting the marketing and promotion of products, It is one of the important links of enterprise marketing. I believe that the vast majority of enterprises spare no effort in the innovation of packaging. Especially in recent years, the packaging forms of products are diverse, and the requirements for packaging are becoming higher and higher. Some industries have even reached the point of being almost harsh, and enterprises compete with each other in terms of packaging cost and refinement. As a result, excessive packaging came into being, and the packaging cost of many goods is far higher than the cost of the goods themselves by several times, dozens of times, or even hundreds of times

[China Packaging News] any product in the market circulation needs a package, just like people need to wear clothes when going out. In addition to realizing the basic functions of packaging, product packaging also plays a great role in promoting the marketing and promotion of products. It is an important part of enterprise marketing. I believe that most enterprises spare no effort in packaging innovation, especially in recent years, the packaging forms of products are diverse The requirements for packaging are also getting higher and higher, and some industries have even reached a nearly harsh level. Enterprises compete with each other in terms of packaging cost and refinement. As a result, excessive packaging came into being, and the packaging cost of many goods is far higher than the cost of the goods themselves by several times, dozens of times, or even hundreds of times

then, how should we view the role of packaging in promoting marketing in addition to its own functions? Does the product need excessive packaging? Should the packaging of products return to its real mission in products

first of all, product packaging plays a great role in promoting the marketing of goods. It can be seen from the following points:

Product packaging is an important part of the enterprise, brand and commodity identification system

it makes the products different from other similar competitive products in the market competition, and even stand out from similar products. Please pay attention to the latest news of this website, and consumers' awareness of the brand and improve the value of the brand

Product packaging is also a carrier of corporate culture and marketing culture of an enterprise

it will directly or indirectly reflect the corporate culture and marketing culture, and play a good role in consumer communication

reflect the first impression of goods in the minds of consumers, enhance consumers' memory function and popularity, and indirectly promote the growth of sales performance.

Product packaging is the first link for consumers to understand goods and leave a first impression on consumers. A good packaging will imperceptibly enhance consumers' memory function. A pleasing package will virtually increase consumers' favor, enhance consumers' purchase desire and purchase frequency of bioplastics, which is bound to promote the increase of sales

to a certain extent, increase the price of goods

"goods sell for a skin". A good packaging will also invisibly increase the sales price of products and increase the profitability of enterprises

at present, the reasons for excessive packaging of market goods

in China, the transitional packaging of goods is an indisputable fact. As for the reasons for the formation, I think it can be interpreted from the following three points:

the weak product or marketing innovation of enterprises leads to the lack of market competitiveness, and there is no way to improve the added value of products. We can only strive for a breakthrough in product packaging

what puzzles most Chinese enterprises now is innovation and core competitiveness. Because there is no innovation, enterprises are lack of competitiveness in the brutal market competition, with stagnant performance, low product gross profit space and declining profits. Under this background, enterprises want to seek innovation and find ways to improve the added value of products. Of course, innovation can be at all levels and links, The innovation of packaging is certainly a part of the innovation of various enterprises, because compared with other innovations, it is simple and easy to realize, so many enterprises pay more attention to the transformation and improvement of product packaging, and improve the investment of product packaging level, which is an incentive for excessive packaging

[pagebreak]

enterprises misread product packaging innovation, resulting in excessive packaging

a good package definitely does not come from how much money it costs to make this package, but through creativity to enhance the value of packaging. Many Chinese enterprises just misread the core content of packaging innovation, thinking that luxury and high packaging costs are innovation, which can enhance the commercial value of products. It is this directional error that leads to the endless emergence of excessive packaging

third, China's consumption environment

China is a country of etiquette, and the current society belongs to a relational society. In this picture, for some real consumers of luxury packaged goods, they don't eat (use) what they buy and don't buy what they eat (use). In fact, many transitional packaged goods are created for gift consumption. It's not strange to be polite! At a time when material goods are extremely abundant, giving out characteristics and grades is the normal consumption demand of the market. It is this demand that leaves a lot of market space for such goods. It is not surprising that several zongzi sell for hundreds of yuan and a box of moon cakes sell for tens of thousands of yuan. Excessive packaging conforms to the current consumer demand to a certain extent

how to rationally view packaging innovation and the true mission of packaging in products

I have mentioned above that it is the price of goods, not the value, that is promoted through excessive packaging. This phenomenon still depends on a certain stage of marketing, but ultimately, enterprises need to improve the value of their goods in order to be competitive. It is far fetched to only rely on transitional packaging to enhance the value of goods, Because: with the continuous progress of reform and opening up and the market economy, the consumption psychology of Chinese consumers will also become more and more mature. To a certain extent, it will certainly change from perceptual consumption to rational consumption, and consumers will pay more attention to the intrinsic value of commodities. When we look at Europe and the United States, Japan, and even Hong Kong and Taiwan in China, it is not difficult to find that their commodity packaging is very rational, the packaging of commodities is very simple, and we rarely see complex and impractical packaging forms. In their consumption cognition: I buy commodities, not package type I samples. There is an arc-shaped transition zone with a radius of 75mm from the end to the working section

and any industry will have ups and downs, just like the health care products in those days. After a few years of prosperity, it will eventually change from a sunrise industry to a sunset industry. The gift market, which carries the market demand of excessive packaging, will also change with the change of people's consumption psychology and consumption demand. When the market demand is gone, I believe that excessive packaging will become a burden for enterprises

enterprises should treat the packaging and innovation of products rationally. A good packaging comes from a good idea, which adds to the icing on the cake, rather than overwhelming the guest and becoming a burden of commodities. Therefore, the packaging creativity and use of enterprise commodities should conform to the following characteristics: 1. The characteristics of products themselves. 2. Simplicity does not increase the cost of the product. 3. Reflect the connotation of the brand. 4. In line with the aesthetic concept of consumption of the times. 5. The safety of the packaging itself. 6. It is conducive to the circulation and storage of commodities

the innovation of packaging should not be a burden on the cost of goods, but should become a new business card of goods and another power source of marketing promotion. I think this way of looking at the innovation of packaging is the thinking mode of rational innovation of enterprises

Copyright © 2011 JIN SHI