As early as the early 1980s, experts in the packaging design and packaging industry in China proposed the issue of “over packagingâ€. Due to the wide range of packaging involved, China's "Packaging Law" has not yet been formed. Many factors have caused the experts' discussions to have no final result. I think that there is a concept of "over-packaging" in the concept. There are "excessively packaged" complaints in consumer associations or related departments, but at present there is no sufficient basis for determining that a certain product is packaged as "excessive packaging." Excessive product packaging is not dictated solely by the volume or material grade of the packaging. It should be viewed from a variety of factors.
First, different types of packaging of different grades of its packaging level from the perspective of the characteristics of goods, goods have high, medium and low-grade points, there are gift packaging and ordinary packaging points. Different grades of merchandise have different consumer groups, packaging weight, price profit, packaging materials, packaging added value, and decoration and beautification. In addition to the functions of the packaging, the gift packaging has a special meaning of commemoration. The regulations formulated by the China Packaging Association Design Committee for excellent packaging design assessments are: gift packaging material costs account for less than 30% of the production cost, and low-grade or ordinary packaging materials account for less than 3% of the production cost of the product. Exceeding this ratio is designated as "overpacked." (Note: This definition is not a statute. It is difficult to accurately calculate and divide in practice because we cannot accurately calculate production costs and interest rates.)
The reason why gift packaging is different from ordinary packaging is "commemorative." When people buy daily necessities as gifts to send people or ask for help, the daily necessities become gifts. In this case, the gift packages are not commemorative. The gift itself is an ordinary living thing, but it is only through this matter to leave memories. There are many types of gifts, such as: daily necessities, crafts, art, commemorative tickets, coins, antiques, jewelry, and jewelry. The current handicrafts, artworks, antiques, jewelry and jewelry are not valued in the domestic market, and some are not even packaged. This is because people’s living standards or concepts do not reach a new level. Therefore, it goes without saying that packaging is “excessiveâ€.
Second, the value of goods is different, the degree of its packaging is not the same as the same type of raw materials, the same raw materials, but its content, composition of different quality, then the price is not the same. Different brands of cigarettes, its raw materials are the same tobacco, due to the quality of the smoke and the composition of the different content of the price varies greatly, the level of the price of the positioning of packaging design and packaging materials affect the level. The same brands of cigarettes are carton packs, plastic packs, and metal packs. Although there is little difference in the quality and composition of cigarettes, there are also price differences. This phenomenon is the use of the benefits of packaging functions, quality and efficiency, and the application of value-added benefits. Therefore, the degree of packaging is naturally different.
Packaging features are: 1, protection; 2, promotional features; 3, landscaping features; 4, convenience features; 5, value functions. The ultimate goal of packaging and cultivating is to promote products. The ultimate goal of enhancing packaging is also to promote products.
From the point of view of the protection function, the excess of the volume of the packaging box over the product volume is required within the range of pressure resistance and shock resistance, and it cannot be defined as “over packagingâ€. The excess of the volume of the box over the volume of the product is outside the range of pressure resistance and shock resistance. Conceptually speaking, it can be defined as “over packagingâ€, but in fact it can be accepted by consumers if it can be sold. , you can't define it as "excessive packaging." If a product cannot be sold, it cannot be accepted by the consumer positioning group and loses the consumer group. This situation is called “over-packaging.†If so, the manufacturer will naturally change the packaging.
The reasons for the enlargement of the packaging box are generally as follows: 1. The pressure resistance and impact resistance of the protection product are required. 2. When manufacturing the paper box, the utilization rate of the paper in the paper box constitutes a waste in itself, making the packaging box bigger. Little difference in the cost of doing small. 3, in order to increase the added value of goods. Even if the manufacturer misleads the consumer with the purpose of making the packaging box bigger, as long as the manufacturer indicates the production license on the front of the box and meets the content requirements specified by the national lecturer standards. It is difficult to judge whether the manufacturer is trying to obtain high profits or to reduce sales to increase sales.
The volume of the packaging box exceeds the excess of the product is outside the range of pressure resistance and impact resistance. However, there is no waste in the utilization of the paper in the molding of the carton structure; the manufacturer does not damage the goods in order to ensure the goods. With regard to safety, the volume of the box can be increased without increasing the cost of the large packaging material, so that the strength of the impact prevention and the pressure resistance can be enhanced, and it is also necessary to perform the super-prevention. For example, the USB removable hard disk packaging box has increased the size, increased sponge, and increased foam to protect the product. This is mainly because the USB mobile hard disk is small in size, but the value is high. The anti-pressure and impact resistance should be strengthened. This is large. Magnitude ensures safety.
The increase in the weight of packaging materials and processes has increased the production costs, while also improving the quality of goods. High-end goods and gift packaging focus on the degree and weight of packaging, and ordinary or one-time low-priced goods do not need to be “excessively†packaged. Assume that an ordinary disposable plastic cup has its own pressure resistance and impact resistance. If it is packaged with a tin box, it is really overpacked. There can be virtually no such mindless producers.
Packaging In order to make the goods occupy a certain share in the market, in order to improve the value of the goods, often make a fuss about the various functions of the packaging. The convenience of packaging structure and the selection of special packaging and cultivation materials for the processing of the products are all intended to increase the added value of the goods. While increasing the cost of packaging, it also increases the added value of the goods, and the added value is often much higher than the value of increasing the cost of packaging. The story of “Buying and Returning the Pearl†explains that consumers originally wanted to buy pearls. Due to the exquisite packaging, the increase in added value has enabled buyers to change their minds to “buy and returnâ€. From another direction: The consumer's psychology has a certain degree of "vanity", that is fine is a good thing. It is precisely because packaging has promotional functions, beautification, and can guide consumers to the emergence of psychological changes and other factors, which explains why manufacturers do not reduce the cost of packaging materials to increase profits, but also often increase the added value of packaging to increase profits. The reason lies.
Third, different consumer groups different packaging consumption needs in the consumer groups due to the existence of consumer differences in personality, cultural differences and differences in aesthetic and purchasing power, so the "over-packaging" evaluation is also inconsistent. If the purchaser is not a consumer group within the scope of the design, the number of purchasers and the number of purchases are extremely limited. After the purchase, it is understood that the packaging is “excessive†but it is not understandable that this view is correct. Take the packaging design of the commemorative coin of the Year of the Ram as an example: the function of money (circulation value) is 200 yuan, the production cost of the box is 60 yuan (excluding the design fee), and the market sales price is 2000-3000 yuan, and its consumer groups The positioning of the absolute can not be food and clothing. Although the packaging value is "excessive", it reflects a specific value, that is, "commemorative", and does not reflect the value of money itself. It is understandable that after the purchase of a person with poor purchasing power who is outside of the consumer group's positioning, the purchasing power is “excessiveâ€. If the buyer designs a consumer group within the positioning, and most people in this group think that the packaging is “excessiveâ€, that is “not worth the moneyâ€, as if the design of the product is wrong, then people will not To buy, the product packaging also has no vitality, product packaging will naturally disappear in the market.
From the point of view of consumer demand, consumers buy commodities rather than buy packages, but how do they differentiate different products without packaging? How to ensure the interests of consumers? From the point of view of sales, manufacturers make packaging and expand packaging to ensure that the sales process is not damaged, but also to ensure profit. Therefore, the manufacturer does not necessarily enlarge the packaging to sell the packaging to the consumer. Its ultimate goal is to better sell the goods.
IV. National Regulations and Policies There are no clear provisions on the degree of packaging. From the perspective of national laws and regulations, the State currently has advertising laws, trademark laws, and national measurement standards, and so far no “package law†has been formulated. National measurement standards must specify the product ingredients, content and net weight on the front of the box. As long as the manufacturer indicates the production license, production date, factory name, ingredient content and net weight on the front of the box, the product is not Three without products. The composition, content and net weight of the products contained in the packaging box are in line with those indicated on the surface of the packaging box. Then, the packaging box has been made larger and there is no legal provision to explain that the manufacturer has deceived the consumers with excessive packaging. Since fake and shoddy goods generally embody the image of no production license, no national measurement standard, no registered trademark or embezzled brand packaging image, and manufacturing or imitation of brand image packaging, etc., anti-counterfeit printing technology is produced, which makes the production process more and more complex. Change. From this point of view, the complexity of the packaging production process also increases the production cost. Is it also defined as "overpacking"? According to the regulations of the China Packaging Association Design Committee for the packaging design evaluation, the material cost of the gift packaging accounts for less than 30% of the production cost of the product, and the material cost of the low-grade or ordinary packaging accounts for 3% of the production cost of the product. Within it, if it is formulated as a law, there is a basis for designating it as "overpacked" beyond this proportion. However, the 30% and 3% monitoring also involves the improvement of many departments and other corresponding laws and regulations.
Therefore, the definition of “excessive packaging†is difficult because it involves the production technology, process and cost accounting of commodities; the supervision organization and supervision system of commodities; the circulation of commodities and the protection of commodities; the price policy of commodities and the principles of price formulation; Commodity quality standards and testing; consumer group positioning and buying needs; people's desires and purchasing power differences and other factors. The main reason is that no proper and effective packaging regulations have been formulated.
First, different types of packaging of different grades of its packaging level from the perspective of the characteristics of goods, goods have high, medium and low-grade points, there are gift packaging and ordinary packaging points. Different grades of merchandise have different consumer groups, packaging weight, price profit, packaging materials, packaging added value, and decoration and beautification. In addition to the functions of the packaging, the gift packaging has a special meaning of commemoration. The regulations formulated by the China Packaging Association Design Committee for excellent packaging design assessments are: gift packaging material costs account for less than 30% of the production cost, and low-grade or ordinary packaging materials account for less than 3% of the production cost of the product. Exceeding this ratio is designated as "overpacked." (Note: This definition is not a statute. It is difficult to accurately calculate and divide in practice because we cannot accurately calculate production costs and interest rates.)
The reason why gift packaging is different from ordinary packaging is "commemorative." When people buy daily necessities as gifts to send people or ask for help, the daily necessities become gifts. In this case, the gift packages are not commemorative. The gift itself is an ordinary living thing, but it is only through this matter to leave memories. There are many types of gifts, such as: daily necessities, crafts, art, commemorative tickets, coins, antiques, jewelry, and jewelry. The current handicrafts, artworks, antiques, jewelry and jewelry are not valued in the domestic market, and some are not even packaged. This is because people’s living standards or concepts do not reach a new level. Therefore, it goes without saying that packaging is “excessiveâ€.
Second, the value of goods is different, the degree of its packaging is not the same as the same type of raw materials, the same raw materials, but its content, composition of different quality, then the price is not the same. Different brands of cigarettes, its raw materials are the same tobacco, due to the quality of the smoke and the composition of the different content of the price varies greatly, the level of the price of the positioning of packaging design and packaging materials affect the level. The same brands of cigarettes are carton packs, plastic packs, and metal packs. Although there is little difference in the quality and composition of cigarettes, there are also price differences. This phenomenon is the use of the benefits of packaging functions, quality and efficiency, and the application of value-added benefits. Therefore, the degree of packaging is naturally different.
Packaging features are: 1, protection; 2, promotional features; 3, landscaping features; 4, convenience features; 5, value functions. The ultimate goal of packaging and cultivating is to promote products. The ultimate goal of enhancing packaging is also to promote products.
From the point of view of the protection function, the excess of the volume of the packaging box over the product volume is required within the range of pressure resistance and shock resistance, and it cannot be defined as “over packagingâ€. The excess of the volume of the box over the volume of the product is outside the range of pressure resistance and shock resistance. Conceptually speaking, it can be defined as “over packagingâ€, but in fact it can be accepted by consumers if it can be sold. , you can't define it as "excessive packaging." If a product cannot be sold, it cannot be accepted by the consumer positioning group and loses the consumer group. This situation is called “over-packaging.†If so, the manufacturer will naturally change the packaging.
The reasons for the enlargement of the packaging box are generally as follows: 1. The pressure resistance and impact resistance of the protection product are required. 2. When manufacturing the paper box, the utilization rate of the paper in the paper box constitutes a waste in itself, making the packaging box bigger. Little difference in the cost of doing small. 3, in order to increase the added value of goods. Even if the manufacturer misleads the consumer with the purpose of making the packaging box bigger, as long as the manufacturer indicates the production license on the front of the box and meets the content requirements specified by the national lecturer standards. It is difficult to judge whether the manufacturer is trying to obtain high profits or to reduce sales to increase sales.
The volume of the packaging box exceeds the excess of the product is outside the range of pressure resistance and impact resistance. However, there is no waste in the utilization of the paper in the molding of the carton structure; the manufacturer does not damage the goods in order to ensure the goods. With regard to safety, the volume of the box can be increased without increasing the cost of the large packaging material, so that the strength of the impact prevention and the pressure resistance can be enhanced, and it is also necessary to perform the super-prevention. For example, the USB removable hard disk packaging box has increased the size, increased sponge, and increased foam to protect the product. This is mainly because the USB mobile hard disk is small in size, but the value is high. The anti-pressure and impact resistance should be strengthened. This is large. Magnitude ensures safety.
The increase in the weight of packaging materials and processes has increased the production costs, while also improving the quality of goods. High-end goods and gift packaging focus on the degree and weight of packaging, and ordinary or one-time low-priced goods do not need to be “excessively†packaged. Assume that an ordinary disposable plastic cup has its own pressure resistance and impact resistance. If it is packaged with a tin box, it is really overpacked. There can be virtually no such mindless producers.
Packaging In order to make the goods occupy a certain share in the market, in order to improve the value of the goods, often make a fuss about the various functions of the packaging. The convenience of packaging structure and the selection of special packaging and cultivation materials for the processing of the products are all intended to increase the added value of the goods. While increasing the cost of packaging, it also increases the added value of the goods, and the added value is often much higher than the value of increasing the cost of packaging. The story of “Buying and Returning the Pearl†explains that consumers originally wanted to buy pearls. Due to the exquisite packaging, the increase in added value has enabled buyers to change their minds to “buy and returnâ€. From another direction: The consumer's psychology has a certain degree of "vanity", that is fine is a good thing. It is precisely because packaging has promotional functions, beautification, and can guide consumers to the emergence of psychological changes and other factors, which explains why manufacturers do not reduce the cost of packaging materials to increase profits, but also often increase the added value of packaging to increase profits. The reason lies.
Third, different consumer groups different packaging consumption needs in the consumer groups due to the existence of consumer differences in personality, cultural differences and differences in aesthetic and purchasing power, so the "over-packaging" evaluation is also inconsistent. If the purchaser is not a consumer group within the scope of the design, the number of purchasers and the number of purchases are extremely limited. After the purchase, it is understood that the packaging is “excessive†but it is not understandable that this view is correct. Take the packaging design of the commemorative coin of the Year of the Ram as an example: the function of money (circulation value) is 200 yuan, the production cost of the box is 60 yuan (excluding the design fee), and the market sales price is 2000-3000 yuan, and its consumer groups The positioning of the absolute can not be food and clothing. Although the packaging value is "excessive", it reflects a specific value, that is, "commemorative", and does not reflect the value of money itself. It is understandable that after the purchase of a person with poor purchasing power who is outside of the consumer group's positioning, the purchasing power is “excessiveâ€. If the buyer designs a consumer group within the positioning, and most people in this group think that the packaging is “excessiveâ€, that is “not worth the moneyâ€, as if the design of the product is wrong, then people will not To buy, the product packaging also has no vitality, product packaging will naturally disappear in the market.
From the point of view of consumer demand, consumers buy commodities rather than buy packages, but how do they differentiate different products without packaging? How to ensure the interests of consumers? From the point of view of sales, manufacturers make packaging and expand packaging to ensure that the sales process is not damaged, but also to ensure profit. Therefore, the manufacturer does not necessarily enlarge the packaging to sell the packaging to the consumer. Its ultimate goal is to better sell the goods.
IV. National Regulations and Policies There are no clear provisions on the degree of packaging. From the perspective of national laws and regulations, the State currently has advertising laws, trademark laws, and national measurement standards, and so far no “package law†has been formulated. National measurement standards must specify the product ingredients, content and net weight on the front of the box. As long as the manufacturer indicates the production license, production date, factory name, ingredient content and net weight on the front of the box, the product is not Three without products. The composition, content and net weight of the products contained in the packaging box are in line with those indicated on the surface of the packaging box. Then, the packaging box has been made larger and there is no legal provision to explain that the manufacturer has deceived the consumers with excessive packaging. Since fake and shoddy goods generally embody the image of no production license, no national measurement standard, no registered trademark or embezzled brand packaging image, and manufacturing or imitation of brand image packaging, etc., anti-counterfeit printing technology is produced, which makes the production process more and more complex. Change. From this point of view, the complexity of the packaging production process also increases the production cost. Is it also defined as "overpacking"? According to the regulations of the China Packaging Association Design Committee for the packaging design evaluation, the material cost of the gift packaging accounts for less than 30% of the production cost of the product, and the material cost of the low-grade or ordinary packaging accounts for 3% of the production cost of the product. Within it, if it is formulated as a law, there is a basis for designating it as "overpacked" beyond this proportion. However, the 30% and 3% monitoring also involves the improvement of many departments and other corresponding laws and regulations.
Therefore, the definition of “excessive packaging†is difficult because it involves the production technology, process and cost accounting of commodities; the supervision organization and supervision system of commodities; the circulation of commodities and the protection of commodities; the price policy of commodities and the principles of price formulation; Commodity quality standards and testing; consumer group positioning and buying needs; people's desires and purchasing power differences and other factors. The main reason is that no proper and effective packaging regulations have been formulated.