Langjiu, Dukang and Xiaohutuxian Probed over Excessive Packaging as High-Aesthetic Looks and Light-Luxury Style May Become the New Trend

Baijiu packaging is in trouble again! However, when it comes to excessive packaging, this is nothing new - just a year-after-year "story".

On May 9, it was learned from the official website of the Shanghai Municipal Administration for Market Regulation that, according to its published 2020 Shanghai liquor commodity (excessive) packaging supervisory spot check results,

liquors produced by Sichuan Gulin Langjiu Distillery Co., Ltd., Ruyang Dukang Brewing Co., Ltd., Guizhou Xiaohutuxian Liquor Co., Ltd. and other manufacturers were found to be non-conforming.

According to the "2020 Shanghai Liquor Commodity (Excessive) Packaging Supervisory Spot Check Results", 88 batches of products all met the relevant standards, including Guodian liquor produced by Guizhou Moutai Distillery (Group) Xijiu Co., Ltd., Xifeng liquor produced by Shaanxi Xifeng Liquor Co., Ltd., and Wulianghong strong-aroma baijiu produced by Yibin Wuliangye Co., Ltd.

Of particular concern is that Longci Yuanjiang liquor (V50) produced by Jiangsu Lanhuaci Liquor Co., Ltd. (specification/model 500mL, production date/batch number 2018-08-28//), Langpai Tequ strong-aroma baijiu T6 Elite Edition produced by Sichuan Gulin Langjiu Distillery Co., Ltd. (specification/model 500ml, production date/batch number 2018-09-11//), Dukang No.1 strong-aroma baijiu produced by Ruyang Dukang Brewing Co., Ltd. (specification/model 500ml, production date/batch number 2018-04-19//), and Xiaohutuxian liquor (Diancang) produced by Guizhou Xiaohutuxian Liquor Co., Ltd. (specification/model 500ml, production date/batch number 2019-10-13//) all failed the packaging void ratio check.

Today, baijiu packaging has become an important identifying element of a product. It not only carries brand culture but also shoulders the important task of anti-counterfeiting, so it is understandable that baijiu companies attach importance to product packaging.

However, the packaging of many products today has deviated from its original function and become "flashy but impractical".

Excessive packaging not only increases product costs and burdens consumers, but also causes serious waste of resources.

Regarding the problem of excessive baijiu packaging, government regulation and consumer feedback point in two completely opposite directions. Over the past two decades, amid a chorus of criticism, baijiu packaging has increasingly moved away from simplicity, and "luxurious" packaging with fine materials, exquisite design and grand style can be seen everywhere.

The reason is self-evident: as young consumers gradually become the main players in the market and the era of appearance arrives, consumers are more willing to pay for goods with high aesthetic appeal.

In fact, the baijiu packaging market is diversified, and everything depends on consumers' taste.

In recent years, some baijiu brands that pursue high aesthetic appeal and a light-luxury style have won the favor of young people with refreshingly personalized packaging, which is indeed worth learning from.

In particular, light-bottle liquors represented by Jiangxiaobai and Waizuiliang, or some liquor products with novel and fashionable packaging, not only reduce costs but are also quite popular among young consumers through their high-aesthetic, light-luxury packaging.

Therefore, rather than taking a one-size-fits-all approach to excessive packaging on the supply side, regulators would do better to follow the trend of the times, guide the consumption ethos of society as a whole on the consumption side, and actively advocate a consumption outlook that values simplicity.

——This article is reprinted from China Packaging Network (pack.cn). Original link: http://news.pack.cn/show-377375.html