1、 As an important part of commodity circulation, over packaging and ignoring its own value has played a certain role in expanding the production and sales of commodities. The fierce market competition, in a sense, has shown itself in the packaging competition of commodities. When the quality of goods is relatively stable, the packaging of goods can provide higher added value for goods, and to a certain extent, can affect the competitiveness of goods in the market. It is because of these values of packaging, in recent years, many food enterprises gradually began to pay attention to the packaging of products, and spent a lot of manpower, material and financial resources on the packaging. However, with the strengthening of packaging concept, some misunderstandings on packaging have appeared one after another. Excessive packaging is one of the most serious phenomena. Many enterprises even believe that as long as they are willing to invest in product packaging, there is no need to worry about not producing benefits. There are two obvious forms of excessive packaging, one is gift packaging, the other is super value packaging. Gift packaging is to send gifts inside the package to stimulate consumers' desire to buy. As one of the modern packaging strategies, this method itself is justifiable. However, according to the current situation, the positioning of gift packaging for a considerable part of food is not correct. The phenomenon that the value of gift packaging greatly exceeds the value of food itself is more prominent, which leads to a distortion of packaging concept. This kind of distortion is most common in children's foods. Some enterprises often attach some toys to the packaging bags in order to win the love of children whose rational thinking is not mature. This practice not only violates the relevant food hygiene regulations, but also increases the cost of products. This part of the cost is not that the enterprises give up their own profits, but is transferred to the food In fact, it makes consumers pay a part of the unjust money. It is obvious that consumers do not pay much attention to the short-term value of the products through the short-term development of the products, which is not only a short-term product value promotion strategy, but also a short-term product value promotion strategy. Super value packaging is also in the ascendant in recent years. This kind of packaging strategy mainly relies on the quality and high-end of the outer packaging to improve the product specifications and grades, so as to grab high commercial profits. This kind of packaging positioning should be said to be abnormal from the beginning of its generation. From the perspective of the consumption orientation of these products, the consumption objects are mainly those who spend public funds, treat and give gifts. We can see a little from the moon cake packaging of the Mid Autumn Festival in recent years. Imagine that several ordinary moon cakes are not worth tens of thousands of yuan. However, in the moon cake market of the Mid Autumn Festival, it is not uncommon for them to achieve this price through super value packaging. As ordinary consumers, how many people are willing to spend this money? Moreover, with the introduction of relevant laws and regulations, So the positioning of packaging will lose its hotbed of survival. The urgent task for such enterprises is to give up the fixed thinking, re position the product packaging, speed up the development of new products and improve the quality of products without excessively pursuing packaging. Only when the packaging and products complement each other, can enterprises obtain the momentum of further development. 2、 Imitation packaging, lack of personality innovation famous brand products, because of its famous brand effect can make enterprises obtain higher visibility and higher profits, which has become the goal of many enterprises. However, as we all know, in order to create a famous brand and develop a famous brand, the efforts are self-evident. But at present, many enterprises only see the halo on their heads, but they do not want to experience the hardships of others. In order to obtain higher profits as soon as possible, there is another misunderstanding of packaging positioning, which is imitation packaging. This phenomenon is particularly prominent in the food industry because of its low technology content, low entry threshold and uneven quality of enterprises. For example, the concept of "kongfujia liquor makes people homesick" is highlighted in the packaging and advertising of kongfujia liquor, which shows the traditional Chinese spirit of attaching importance to family and enjoying the happiness of family. It is easy and natural to infiltrate into the cultural characteristics of the Chinese nation. It should be said that this cultural creativity with national characteristics has been recognized by the market and has achieved a certain degree of success. However, we have also found that there are more and more similar products with the same cultural orientation, such as "Zeng Guofan's family wine" and "Cao Xueqin's family wine". This is obviously no individual imitation behavior, and lacks noticeable innovation consciousness. This kind of packaging positioning is difficult to obtain the psychological recognition of consumers, as for winning the trust of consumers, promoting the effective positioning of products, and finally forming a well-known brand is more unlikely. As the saying goes: the first person who compares a woman to a flower is a genius; the second is a mediocre; the third is a fool. What's more, some food companies are positioning their product packaging as "counterfeiting" of famous brands. Many of these packaging actually violate the relevant laws and regulations on the protection of intellectual property rights. They tend to focus on the best-selling products on the market, and then design a product package that is very similar to it.For example, "Sprite" soda is very popular, and some manufacturers have launched "Yunbi" soda. The color and pattern of the package are completely marked by clear water and snow wave. In addition to the slight difference between "cloud" and "Snow", they can almost be taken as false. Your product is called "Jinliufu", then "jinwufu", "quanliufu", "Jinliufu" and other disorderly similar products will come one after another, making the manufacturers unable to guard against it. This disorder of packaging positioning is enough to destroy the brands that have been painstakingly established. Not long ago, a "Laoganma" in Guizhou sued a "Laoganma" in Hunan Province for packaging infringement, which also reflected this embarrassing phenomenon in the food packaging market. These two kinds of food have a certain popularity in the local area and have a high market share. This phenomenon still exists in famous brand food, which shows how serious the problem is. In view of this phenomenon, it is not enough to warn those illegal enterprises. Famous brand enterprises should arouse enough vigilance, such as strengthening anti-counterfeiting, applying for registration, and using high-tech and legal means to prevent the occurrence of such packaging infringement. Fashion packaging, ignoring cultural taste, fashion has a certain appeal in today's society, it also has a considerable guiding role in the consumer market. It is because fashion has such a powerful power that some enterprises and designers are very sensitive to it. Reflecting on the product packaging, it is one-sided catching up with fashion in packaging design. However, the author believes that if commodity packaging is only blindly pursuing fashion from the surface, then they will never become the dominant fashion. Only when we integrate our own national culture and corporate culture into fashion, can we make this fashion have vitality and give full play to its charm for a long time; we can make our product packaging forward-looking, so as to create fashion and lead the fashion trend; we can also drink the "first cup of soup" and get a higher return on benefits. However, compared with the same kind of foreign products, there is a significant gap in the cultural positioning of many domestic food packaging products, especially in the beverage packaging. After seeing "Coca Cola" and "Pepsi Cola" make the Chinese coke market bigger and occupy the majority of China's coke market, some domestic beverage enterprises also began to take action and challenge them one after another to launch their own "coke". However, up to now, almost all of them have failed. What is the reason for this From the perspective of packaging, advertising and promotion means, we can find that Coca Cola and Pepsi Cola seem to have been pregnant with a kind of American Coke culture, which represents youth, vitality, life and fashion. The two kinds of cola both aim at the young generation who subvert the tradition and publicize their personality. Pop music and fashion sports are closely related to the life of young people in all ages. Therefore, they choose pop music and sports as the main carrier of cola culture and corporate philosophy. Under this concept, coke consumption has become a fashion, a kind of taste, but also represents a profound culture. It is the cultural connotation of this product that makes Coca Cola and Pepsi popular all over the world for a century. In contrast, Chinese coke people do not seem to know the significance of cultural orientation to coke products. Special Cola put forward "Chinese's own coke". Like other types of products, it plays a national brand. However, several consumers will hook the impulse to drink drinks with patriotism? Later, the positioning of "show yourself", "open a special cola, happiness comes naturally" is even more unknown. People can't help but ask, domestic cola, do you advocate What kind of cultural concept is it? Pursuing fashion blindly and lack of clear and stable cultural orientation are the important reasons for the mistakes of domestic coke. Obviously, the positioning of food packaging should consider the fashion, but this is not the most important. In contrast, the cultural taste of packaging and its value of stability and innovation are more prominent.Therefore, it is very wise for Coca Cola and Pepsi Cola to position their product culture in pop music and fashion movement. After all, young people are always advocates and faithful practitioners of fashion. Although the form of pop music and fashion movement in each era and region will be different, there are many similarities in their essence. This positioning also contributes to the permanent charm of their product culture and the charm of fashion. When an enterprise or a product has such vitality and creativity, is it afraid that it can not defeat its competitors? This is also the place that domestic food enterprises should learn from in packaging positioning. 4、 Similar packaging, lack of differentiation positioning Any kind of product should have a clear positioning before it is put into the market. Its target market situation and the operation of similar products, the main consumer groups of the product, their position and target in the market, and what kind of leading spirit should be embodied in the corresponding product packaging should be considered in the process of packaging positioning Important factors. Every famous brand enterprise will have some series of products, and the category of these products and the positioning of consumers are often considered by many enterprises. However, it is not enough to use packaging to deepen people's impression and strengthen people's cognition and understanding of the difference positioning of such products.
Dongguan Beite packaging materials Co., Ltd. - located in Dongguan City, the world's manufacturing city, is a subsidiary of Beite packaging (China) Co., Ltd., with a plant area of 6000 square meters. It is a flexible packaging enterprise integrating R & D, production and sales. It has a complete set of domestic advanced production equipment, a scientific and humanized management system and a group of experienced technical personnel For backing, to provide customers with quality products and first-class service.
The company produces composite bags, roll film, fruit bags, aluminum foil bags, suction mouth bags, self-supporting bags, zipper bags, anti-static bags, special-shaped bags, etc., which are suitable for the internal and external packaging of food, daily chemicals, electronics, toys, medicine, cosmetics, industrial products and other industries.
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