Abstract: Whether the packaging of the product is too much is not determined solely from the size of the packaging or the grade of the material, it should be viewed from a variety of factors. Different types of packaging of different grades have different packaging levels. The value of goods is different, and the degree of packaging is not the same. Different consumer groups have different packaging consumption needs. National regulations and policies do not clearly define the degree of packaging.
Keywords: excessive packaging value-added
As early as the early 1980s, experts in China's packaging design and packaging industry raised the issue of "excessive packaging." 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 end result. I think that there is a concept of "over-packaging" and there are "excessively packaged" complaints in consumer associations or related departments, but at present there is no sufficient basis to determine that a particular product is "overpacked." Excessive product packaging is not dictated solely by the volume or material grade of the packaging, and it should be viewed from a variety of factors.
First, different types of packaging of different levels of its packaging degree is different
Judging from the attributes of goods, goods are divided into high, medium and low grades, as well as gift packaging and general packaging. Different grades of merchandise have different consumer groups, packaging weight, price profitability, packaging materials, packaging added value, and decoration and beautification. In addition to the functions of the packaging, the gift packaging has a special significance for commemoration. The regulations formulated by the China Packaging Association Design Committee for excellent packaging design and evaluation are: gift packaging material costs account for less than 30% of the production cost of the product, 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 classify it 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, 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, so let alone the “excessive†packaging.
Second, the value of goods is different, and the degree of packaging is not the same
Similar products have the same raw material composition, but their content and composition are of different quality, so 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 affected 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 effectiveness of packaging functions, product efficiency, and the use of value-added benefits. Therefore, the extent of its packaging is naturally different.
The functions of the packaging are: 1 protection function; 2 promotion functions; 3 beautification functions, 4 convenience functions, 3 value functions. The ultimate goal of the package cultivation is to promote the product, and the ultimate goal of strengthening the package is to promote the product.
From the perspective 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 impact resistance, and it cannot be defined as "over packaging". 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 "overpacking," but in fact it can be accepted by consumers if it can be sold. , you can't define it as "overpacked." If the 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 It is necessary to protect the pressure resistance and impact resistance of the product. 2 When the paper box is manufactured and manufactured, the utilization ratio of the paper in the paper box constitutes a waste in itself, making the packaging box bigger and smaller The cost difference is not great. 3 In order to increase the added value of the product. 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 excess of the volume of the packaging box over the product volume is outside the range of pressure resistance and shock resistance. However, there is no waste in the utilization of the paper in the construction of the carton structure: in order to ensure that the goods are not damaged by the manufacturer, in order to ensure According to the comprehensive nature of the goods, the volume of the packaging 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: USB mobile hard disk packaging box to increase the size, increase the sponge, increase the foam to protect the product, this is mainly due to the small size of the USB mobile hard disk but the value is higher, anti-pressure, impact resistance should be strengthened, which is large Magnitude ensures safety.
The increase in the weight of packaging materials and processes has increased the cost of production, and at the same time it has also improved the quality of goods. High-end goods and gift packaging focus on the degree and weight of packaging. Ordinary or disposable low-priced goods do not need to be “over-packagedâ€. 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 processing materials for the processing of the special packages are all intended to increase the added value of the goods. While increasing the cost of packaging, it also increases the added value of goods, and the added value is often much higher than the value of increasing the cost of packaging. The story of "buying ren jin zhu" 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 a good deal." From another direction: The consumer's psychology has a certain degree of "vanity", and 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 needs
In the consumer groups, because consumers have differences in personality, differences in cultural accomplishment, as well as differences in aesthetic force and purchasing power, the judgment on "over-packaging" 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 is extremely limited. After the purchase, it is understandable that the package is "excessive" but it cannot be explained 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), 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 a poor purchasing power who is outside the positioning of the consumer group, the purchasing power of the package is “excessiveâ€. If the purchaser is a consumer group within the positioning of the design, and most people in this group think that the packaging is "excessive", that is, "the value is not worth", as if the design orientation of the product is wrong, then people will not Will buy, the product packaging will not have vitality, product packaging will naturally disappear in the market.
From the point of view of consumer demand, consumers buy goods rather than buy packaging, but how do you distinguish different products if they are not packaged? How do you ensure the interests of consumers? From the perspective of sales, manufacturers make packaging. , Bigger packaging is to ensure that the sales process is not damaged, but also to ensure the profit. Therefore, the manufacturer does not necessarily want to enlarge the packaging to sell the packaging to the consumer. The ultimate goal is to better sell the goods.
Fourth, national regulations and policies have not made clear provisions on the degree of packaging
From the perspective of national laws and regulations, the country currently has advertising law, trademark law and national measurement standards, and so far no "package law" has been formulated. The 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, plant 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 non-production licenses, no national measurement standards, and no registered trademarks; or embezzle image of brand packaging, manufacture or imitation of brand image and other images, therefore, anti-counterfeiting printing technology is produced, and the production process is increasingly complication. From this point of view, the complexity of the packaging production process also increases the production costs, is it also defined as "over-packaging"? If according to the provisions of the China Packaging Association Design Committee for the outstanding packaging design rating: Gift packaging materials The cost is less than 30% of the production cost of the product, the material cost of the low-grade or ordinary package is less than 3% of the production cost of the product, and if it is made into law, then it is designated as "over-packaging" beyond this proportion. With the basis. 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 for commodities, the circulation of commodities and the protection of commodities, the price policy of commodities, and the principle of pricing. There are many factors such as quality standards and testing of commodities, consumer group positioning and purchase needs, people's desires and purchasing power differences, etc. The main reason is that they have not formulated appropriate and effective packaging regulations.