Moderate Packaging and Transition Packaging: An Analysis of Bottles and Wines

With 10 yuan to buy a bottle of wine, only 4 yuan to drink, and the other 6 yuan to buy a beautiful bottle and lid, this wine is definitely not willing to do. Shanghai market has such a product. What do you think? This is not over-packaging, and listens to industry experts saying it.

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 and it is moderately packaged. There are three reasons: First, this wine, the use of special imported glass bottles, in order to maintain the taste of the wine bottle, the cost of wine bottles will be 78 yuan. Second, in order to strengthen the promotion of product culture, highlighting the flavor marketing ideas on the outer packaging box, which is necessary for the establishment of brand 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 make up for losses every year; the new packaging has been launched for more than two years, and the annual profit exceeds RMB 10 million, creating 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 first China Wine Packaging Design Competition Organizing Committee, proposed that successful wine packaging must have a certain cost, but it cannot be used to attract consumers by throwing money on packages. 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 some hoped to directly inward several thousand dollars. 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 to build a wine information display and trading center in Shanghai and launch the wine packaging design competition for the first time. It is necessary to improve the level of domestic wine packaging design, replace luxury packaging with creative packaging, and improve excessive use of moderate packaging. package.