Четыре силы, которые изменят будущее упаковки

Four packaging forces that will reshape the future

International Packaging Information Network

"Packaging is a special existence! We often say that packaging is functional, packaging is marketable, packaging is protective, and so on and so forth!

Now we need to re-examine packaging. We say that packaging is a commodity, and even more so a source of competitiveness!

Guiding packaging marketing

Packaging is an important promotional tool in the circulation of goods, and the process of change in consumer psychology is strongly linked to the sales process of goods. It is precisely because contemporary packaging marketing actively responds to consumers' psychological needs that it not only achieves the purpose of promoting goods, but also, to a certain extent, plays a subjective and active role in guiding healthy and rational consumption. Surveys show that in the coming

years, the sale of packaged products will give first consideration to the needs and interests of consumers, meeting the needs of customers at different levels.

Force One: Packaging innovation

In the past few years, consumer goods and retail companies have been constantly chasing new trends. Brand marketing heads or those at the helm often have

the lament that "plans cannot keep up with changes, and one is exhausted chasing market trends", especially in industries with relatively high requirements for supply chain lead times, where brand loyalty is gradually disintegrating.

Therefore, product packaging helps brands respond to "myriad changes" with what stays "unchanged", and this is

crucial. This requires packaging innovation to grasp the underlying trend propositions of consumers, seize the true consumer value that remains unchanged amid change, and stand with consumers, even run ahead of them, to create and lead trends. That is the way to win.

Product customization and processing

Achieving packaging value orientation

Packaging is the most important media carrier for a product. If an enterprise devotes part of its budget to personalized packaging customization, the product can stand out among many brands and become a hot topic among young people and on social media. At present, most personalized custom packaging is produced by packaging design departments, but emerging models, such as consumers becoming packaging designers and co-creating products with packaging companies, are also growing in number.

Force Two: Packaging customization

In China's consumer goods environment, the most anticipated prospect is the diverse possibilities of consumer goods and retail. In the future, there will be further customization opportunities for mass brands targeting segmented groups, as well as opportunities for niche brands to further

achieve "precision popularization".

At the same time, consumption is attitude and consumption is belief. In the future, product packaging will, in the construction of scenario-based or channel-based product matrices, gradually help consumers create every aspect of a better life. In this process, product packaging is also driven by omnichannel integration, shaping for brands a unique and consistently recognized

"character and spirit".

Directions of change in the packaging industry

Internet packaging connects all parties along the industry chain to the same platform. Informatization, big data and intelligent production will greatly improve operational efficiency and reduce costs, providing customers with fast, convenient, low-priced and high-quality integrated services.

Force Three: Packaging integration

Looking to the future, consumers will certainly become increasingly picky and increasingly opinionated, which will also lead to a shorter average period during which new products are popular, and the business development ceiling for a single brand

or a single category arriving sooner.

In the future, brand products and their product packaging will increasingly need

to deploy a "combination of moves". In this process, it is not only necessary to incorporate consumer co-creation into the complete closed loop from product ideation to product delivery; at the same time, industry chain collaboration and achieving a product packaging supply chain that runs through the entire consumption life cycle are becoming increasingly important.

Brand image and sense of responsibility

The philosophy upheld by a brand is mainly reflected in the factors considered when formulating marketing plans. Some brands pay more attention to product value, customer trust and corporate social responsibility. Packaging ultimately serves the brand, and every move of the brand owner directly determines the development trend of the packaging industry. The emergence of new technologies, changes in people's lifestyles and shifts in brand culture bring challenges to packaging suppliers while also creating new opportunities for them.

Force Four: Packaging eco-friendliness

was the first year of carbon neutrality, then

China officially entered the carbon neutrality

era, and national policies on the dual carbon goals are being introduced one after another. The premise for brands to achieve carbon neutrality is that the whole life cycle of product packaging is also carbon neutral. Under the implementation of the "dual carbon" goals, virgin packaging materials and secondary packaging materials will face a revolutionary model transformation.

——This article is reprinted from China Packaging Network (pack.cn). Original link: http://news.pack.cn/show-379059.html