"The packaging of alcoholic beverages must not use wood, metal or textiles. The voidage of alcoholic beverages must not exceed 45% and the number of packaging layers must be less than or equal to 2 floors. The total cost of alcoholic beverage packaging must not exceed 15% of the sales price of the goods."
This is the specific specification requirement for the packaging of alcoholic beverages produced and sold in Guangzhou City on July 8 of this year in the "Measures for the Administration of Restricting Over-packaging of Commodities in Guangzhou City," and strictly limits the over-packaging of alcoholic beverages. At the same time, the Measures stipulates that commodity packaging should meet the principles of reduction, reuse, and recycling. The packaging materials, structure, cost, and process should be compatible with the quality, specifications, and values ​​of the goods, on the premise of meeting the appropriate functional requirements.
This is the specific specification requirement for the packaging of alcoholic beverages produced and sold in Guangzhou City on July 8 of this year in the "Measures for the Administration of Restricting Over-packaging of Commodities in Guangzhou City," and strictly limits the over-packaging of alcoholic beverages. At the same time, the Measures stipulates that commodity packaging should meet the principles of reduction, reuse, and recycling. The packaging materials, structure, cost, and process should be compatible with the quality, specifications, and values ​​of the goods, on the premise of meeting the appropriate functional requirements.
One month later, on August 16, the China Liquor Creative Packaging Design Competition was officially launched at the Diaoyutai State Guesthouse in Beijing. The theme of the contest is "change, and it is different." The drop-shaped contest logo promotes the "simple and stylish" design style with a minimalist image.
From the second half of last year, as the liquor industry entered the industry adjustment period, more and more information from the market passed a voice: the wave of adjustment of the liquor industry has affected the packaging industry upstream of the industry chain, opposed to excessive packaging, the pursuit of simplicity, environmental protection The practical style is becoming a general trend.
Simple Packaging of "International Consensus"
In recent years, with the acceleration of the pace of life, the growing awareness of environmental protection, and the shift in the concept of consumption, the pursuit of minimalism in the fast fashion has become popular worldwide. After passing the poverty-stricken diet in the last century, it also experienced the accumulation of wealth, and now people are able to live in peace. In this age of family surplus, rational consumption has become a new pursuit of people.
In the area of ​​packaging design, Japan has always been at the forefront of the world. As a groceries brand in Japan, Muji has a product category that focuses on daily necessities. Its packaging design has a strong minimalist representation. The overall design is simple and elegant, and the design style, brand concept, and image recognition are also Simple, simple, environmentally friendly, practical, and people-oriented, intended to convey to the people through the product a new philosophy of life, advocating people's simple green lifestyle.
It is understood that the original meaning of Muji is "no trademark and high quality". Although it is trying hard to dilute the brand awareness, the products that follow the unified design concept all interpret the brand image of "Muji". In order to pursue environmental protection and consumer health, its products refuse to use PVC, sorbic acid, Teflon, and other materials, and also use transparent and semi-transparent packaging styles.
Based on the "no-brand" promotion strategy and simple and high-quality products, Muji quickly swept the world and made the minimalist packaging design popular around the world.
In the wine industry, simple, practical packaging design is already there. Spanish Food Engineering Ph.D. and Xue Keqing, chairman of Spain's Hesay Foods Group, told the China Wine News reporter: “In Europe, where there is a long history of wine brewing and consumption, wines are mainly bottled, and only very few high-end wines are available. Use outer packaging."
In recent years, many cities across the country have started a green revolution in packaging, advocated green consumption, implemented diligence and conservation, and resisted excessive packaging.
Not only that, as early as 2010, the AQSIQ and the National Standardization Administration Committee had officially issued the national standards for “restricting excessive packaging requirements for goods—food and cosmeticsâ€.
Du Zhenlin, chairman of Shenzhen Huade Anti-counterfeit Technology Development Co., Ltd., said that regulations on restricting over-packaging of goods are tightening, indicating that the country is paying more attention to over-packaging, and it is imperative to limit excessive packaging. This is a trend. "The introduction of the restraining order will fundamentally reduce the waste of raw materials, on the one hand, it will save costs for the company, and on the other hand it will also reduce the consumers' shopping burden."
From the adjustment of the industrial chain
Since the second half of last year, the liquor industry has entered an adjustment period. By the middle of this year, Wuliangye, Maotai and other first-line famous wine enterprises will strengthen the exertion of waist products on the one hand, and on the other hand strengthen the sinking of channels and seek intensive cultivation of the market. Industry analysts believe that these actions will directly promote product packaging design to pay more attention to cost control, and pay more attention to designing product packaging from the perspective of consumers in order to capture consumer minds.
Now there have been some obvious changes, liquor packaging design will no longer pursue complicated, luxurious packaging style, simple, atmospheric or will become the mainstream.
According to Duan Gaofeng, creative director of Shenzhen Baixinglong Creative Packaging Co., Ltd., the liquor industry experienced a rapid development of “Golden Ten Years,†and high-end liquor has tasted great economic benefits. Liquor companies are pursuing luxury style and high-end elements in wave after wave of product developers. They intend to occupy the minds of consumers with novelty and high-end. Consumers' consumption concepts and values ​​are “kidnapped†in the process. In order to increase the added value of the products, the packaging design company only "appropriates" the needs of the liquor companies in the packaging design of high-end liquor products, and almost uses the packaging materials regardless of cost.
Liu Min, a well-known professional manager in the liquor industry, said in an interview with reporters: “While wine enterprises ignore the product itself in pursuit of economic interests, the process of selling wine actually sells packaging, selling a box, and consumers are buying. It was also caught in this strange circle."
In the industry's adjustment period, the success of Song River buckles leads people to think deeply. As a response to the restructuring of the industry, the Song River Buckle, after listing on January 10 this year, created a sales record of 100,000 bottles of pre-sale liquor in six days, causing an industry shock.
Many experts said that Songhe Buckle has created a precedent for the packaging of Chinese liquor and alcoholic beverages. Its low-carbon, environmentally-friendly, and simple design philosophy has matched and led the potential demand for liquor products in the future.
It is understood that due to the Song River buckle buckle 07 plastic (this material is often used to make milk bottles, space cups, etc.) made of environmental protection and safety, Song River buckle buckle packaging fashion and practical also triggered the user's DIY enthusiasm: loaded rice, loaded Fruits, toys, piggy banks... It seems that simple and practical packaging is becoming an important carrier for wine enterprises to win consumers.
It is worth noting that abandoning complicated packaging, the use of simple style of Jiang Xiaobai, Subian Erguotou, Handan 80, Xiaoxiao Er, Shancheng minor and a large number of young packaging and new products also won the recognition of the market due to simple and novel packaging.
Not only that, when the major wine manufacturers are still pondering over the wooden box and leather box packaging, the Spanish Hessian Food Group has chosen to use comics in wine packaging to achieve a lively product packaging: the use of simple paper packaging, On the packaging, there is a caricature of outlines of wine bottles. From the top to the bottom, Dr. Joseph Hesel (chairman Xue Keqing), who introduced the Dutch wines in 10 parts, went from studying at the famous Spanish wine institute to marrying and having children in Spain. Then go to the whole process of introducing quality Spanish wine to China. Consumers can clearly and clearly feel the pursuit of fidelity and quality in the wine of Hesay, and they have become a hot topic for discussion on the Internet.
Dr. Joseph Hessell believes that the traditional rigid packaging can not meet the needs of consumers. Source: China Wine News, simple and stylish packaging allows consumers to see the vitality of packaging, and better impress consumers.
Simple, it's not easy to say love you
On the one hand, it is the embarrassing situation faced by the manufacturers on the one hand that they are attempting to transform their liquor packaging.
In the interview process, many liquor manufacturers, OEMs, and distributors described a real situation to the “China Wine News†reporter. Although the simple and practical packaging is becoming the common choice of the industry, the data reflected from the front line of the market Shows that the use of simple and practical packaging products has not become the mainstream of current consumption, "consumers believe that the traditional large and voluminous packaging is even more face-lifted at the wine table or guest exchanges, does not lose the price", so manufacturers are willing to use Cost-effective packaging, but in order to meet consumer demand, or in the case of falling profit margins, choose high-cost packaging.
Ma Jinquan, general manager of Hunan Liuyang River Wine Sales Co., Ltd., who has long paid attention to the development of the liquor packaging industry, said that this conflict in packaging options actually reflects the different choices between different subjects in the market. Although consumers tend to prefer simple, fashionable and practical packaging products, they still need to consider factors such as product grade and packaging style when dealing with people. As for the liquor packaging suppliers, the design and finalization of liquor packaging must also comply with the requirements of Party A (ie, the factory), and the right to speak does not occupy an absolute dominant position. Even though the simple and practical packaging can save costs, the rapid sales of traditional packaging products with low cost performance in the front line of the market directly influences the packaging options of the manufacturers.
Ma Jinquan’s judgment was also supported by data from Zero Research Group.
In the survey, alcoholic consumers chose 38% of the wines and 30.1% of fashion tastes, and 30.1% of fashion tastes, while the magnificence of the packaging was only 7%. Traditional consumers tend to pursue style packaging, while high-income and highly-educated consumers tend to pursue simple and stylish packaging.
For the simplistic trend of alcoholic packaging, Liu Min said that overpacking in the wine industry must be rejected by the industry, but this requires a process. Liquor packaging that can be recycled and reused will become the mainstream choice in the industry. In the future, with the further development of rational consumption by the public, the concept of "face economy" will fade and high-grade bottled wine will be accepted by the public. "This process may take five years or even longer."
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