Buddha rely on gold to wear clothing, the product depends more on packaging. However, packaging must not be excessive, otherwise it will waste social resources. When the Shanghai packaging industry proposes that it not be over-packed, the emergence of such a packaging product cost accounted for 60% of alcohol products, does it mean that this product has been violated?
Zhao Zuoliang, the decoration and design committee of the Shanghai Packaging Association, explained that this is not over-packaging, but moderate packaging. There are three reasons: First, this wine, the use of special imported glass bottles, in order to maintain the taste of the bottle wine, wine bottle costs will be 78 yuan. Second, in order to strengthen the promotion of product culture, the flavor of creative marketing is highlighted on the outer packaging box, which is necessary for the establishment of branded products. Third, the market effect is good. The original old product uses very cheap packaging but it is difficult to arouse the interest of consumers. The factory is struggling to break away from losses and losses every year. The new packaging has been launched for more than two years, and its annual profit exceeds RMB 10 million. It also creates a brand that can be called loud.
To oppose over-packaging is not to say that it is opposed to packaging. It does not advocate putting things that are not related to products or brands into packaging to raise product prices. The most typical example is a gift box moon cake. A few yuan or even a few cents of a moon cake, after adding boxes, gold foil, and decorative objects, worth a few hundred dollars or even thousands of dollars, these are the result of excessive packaging blind competition.
Peng Dejun, secretary general of the Organizing Committee of the 1st China Wine Packaging Design Competition, proposed that successful wine packaging must have a certain cost, but it cannot be used to attract consumers by chaosing money on packaging. In the past few years, some branded wines competed more luxuriously on packaging, some used jade or red-wood packaging boxes, some added gold cups and jades, and some hoped to directly inject a few thousand dollars directly. These were all There is nothing to be done with packaging ideas. Today, the China Light Industry Council and other companies invest 600 million yuan in the construction of a wine information display and trading center in Shanghai, and for the first time introduced a wine packaging design competition, which is to improve the level of domestic wine packaging design, replace luxury packaging with creative packaging, and improve excessive use of moderate packaging. package.