On the Theory and Practice of Packaging Elasticity and Utility (II)

Second, the relationship between packaging flexibility

There is no absolute separation between the three packaging elastic concepts discussed above. The so-called products refer to general products rather than special products. The three types of packaging elasticity are not fixed, for example, a product in the past was a single flexible packaging (especially in the market situation where the market economy is backward and products are in short supply), but now it is lack of flexible packaging. In the near future, perhaps Will become flexible packaging products; that is, they are not fixed but change with the development of the market, their basic development trend: from the "single" flexible packaging to "rich" flexible packaging trend As a result, the development of a single flexible packaging has gradually shifted towards the lack of flexible packaging, and the lack of flexible packaging has continued to extend toward flexible packaging. (Figure 2) The main reason for this trend is due to increasingly fierce competition in the market, increasing homogenization of products, changes in consumer attitudes, and other factors.

Therefore, we must have a dynamic perspective to see the development of everything. Objectively make judgments (what type of product packaging is elastic) to guide enterprises in making product decisions and enhance product market competitiveness. If your product is a product that lacks flexible packaging, it may be a flexible packaging product in the near future. Enterprises should make product decisions according to actual conditions and adjust packaging timely to make their product packaging more adaptable to the market. The development caters to the ever-increasing consumer demand of consumers.

The relationship between the three types of elasticity and the development trend of change are shown in Figure 2: (Figure 2)

Third, based on packaging flexibility analysis of packaging utility

1. New theory of packaging effectiveness:

An important reason why the three types of packaging elasticity theory can be established is that the utility of packaging plays its role. Therefore, we also briefly explain the packaging utility theory and its practical guidance. The size of the package's utility determines the size of the package's elasticity. The concept of utility is linked to human desire. It is a type of consumer's ability to satisfy their own desires for goods (including core products, packaging, brands, etc.). Subjective psychological evaluation. We define the utility of packaging as a psychological evaluation of the level of satisfaction consumers feel when they consume goods; whether a package of goods has utility for consumers depends on whether consumers have consumed the goods or not. "Packaging" desires and needs, the stronger the consumer desire to use the package, the greater the effectiveness of the package we call the high packaging utility, in addition to the low packaging utility and non-package utility (Note: no Packaging utility does not mean that consumers have no packaging effect on their product packaging, but it provides the most basic utility (such as packaging products, product basic information, etc.), some consumers will not specifically pay attention, the effectiveness is negligible) ( As shown in Figure 2)

As a result of changes in packaging technology and changes in consumer demand for products, the effectiveness of packaging is constantly changing for most products. The trend toward packaging utility is increasing, and it is fluctuating around the total utility curve. (as shown in Figure 3). This is because consumers are increasingly demanding high-quality products (including packaging, services, etc.), packaging effectiveness and expression forms (contents) are constantly increasing (products are also gradually developed from the trend that single elastic packaging lacks flexible packaging and flexible packaging). Due to the competition of similar products and/or the reduction of consumers' effectiveness in product packaging, the effectiveness of packaging fluctuates up and down. Each packaging function of a product has a cycle. Enterprises must timely conduct packaging research work. Consumers adjust the packaging of products in a timely manner in response to changes in packaging effectiveness, pursuing maximization of packaging effectiveness.

For example, Coca-Cola, which will conduct 1-2 years of follow-up surveys of consumers around the world at regular intervals to understand the needs of its taste and packaging, and ultimately decide whether to change the packaging, foreign companies will not hesitate to spend heavily on packaging design and In terms of adjustment, they usually make adjustments in 5-8 years, like Coca-Cola and Sprite. The target consumer segment is young people, which requires them to constantly adjust themselves to be brands of the times.

There is still a big gap between China's product packaging and the packaging of similar foreign products. The backwardness of product packaging concepts and technologies has become a bottleneck for China's products to open up the international market. Therefore, SMEs in China should pay attention to product packaging, effectively analyze consumer behavior and packaging effects, analyze packaging, design and expand the utility of rich packaging, and scientifically and reasonably design product packaging.

In terms of entering the international market, China’s products are seriously blocked due to poor product packaging or unreasonable product positioning and positioning. Chinese products can be sold on the international market at a high price when they use foreign packaging. It can only sell low prices, showing that the excellent packaging has a great influence on the selling price of the product. In developed countries, the packaging effect of products is obviously greater than that of developing countries.

2. Package utility orientation:

According to the effectiveness of packaging, we can divide it into consumer-oriented utility and product (enterprise)-oriented utility. As far as China’s domestic market at the present stage is concerned, due to the low level of consumption and the simple consumption structure, consumers are not constrained by the strong pursuit of packaging effectiveness, lack of enthusiasm, and other factors, most of the effectiveness of commodity packaging is generally low, resulting in the packaging of Chinese enterprises. The investment is not yet significant, and many of the commodities are still consumer-oriented. Now explain what consumer-oriented utility and product (business)-oriented utility are.

(1) Consumer utility: The product's packaging value is highly related to the core product, which means that the package's performance has a close relationship with the core product's efficacy, which is mainly reflected in the package's ability to provide detailed product usage information. (Convenient for consumers to use), good packaging has a kind of high-quality guarantees, etc. In the same kind of products, the expression and size of the consumer-oriented utility are basically the same. It is the enterprise that follows the most basic packaging principles for packaging design. The utility of packaging only depends on the general characteristics and consumption characteristics of such products, rather than through the conscious and creative adjustment of the enterprise to change the expression and size of packaging utility.

(2) Product effectiveness refers to the company's conscious and creative ways to enhance or change the image and value of the original packaging through adjustment or innovative packaging, and to create additional value-added packaging according to the repositioning of the product. Its packaging utility is Consumers have never before enjoyed the packaging of similar products.

The basic values ​​(functions) of conventional packaging are focused on product branding and product information transmission, and companies make conscious and creative packaging adjustments and innovations to shift their original packaging values ​​and value of packaging. (Function) The utility of the package changes as it changes, and the change in the utility of the package ultimately determines the change in package elasticity.

For example, the general liquor products, which originally belonged to products lacking elastic packaging, consumers valued tastes and brands, and packaging only played the role of set products, and the packaging utility was relatively small. For example: Jinliufu commemorates the success of the Olympic bid, limited edition commemorative edition hardcover wine; Wuliangye Zodiac; alcoholic liquor with its unique innovative product packaging (exquisite porcelain bottled), its packaging value transfer, the packaging value of the wine The emphasis has shifted to the collection value, artistic value and gift value, repositioning the series of wines and distinguishing it from other series of wines and brands, so the consumer's consumption tendency of the wine shifts and the desire to consume the wine is “packed”. As a result, packaging has become more effective, eventually transforming products that originally lacked flexible packaging into flexible packaging products. Consumers are willing to pay extra for additional money when they purchase the wine; at this time, the “packaged” Good or bad has a great direct impact on product sales and branding

The product-oriented packaging effect is not suitable for all commodities. Only when the product (core product features, positioning, brand culture, etc.) matches the innovative packaging can it achieve a multiplier effect. It has a good promotion of product sales and Establish a brand image and reposition the adjusted product.

Therefore, through the above brief analysis of packaging effectiveness, we can know that "package utility theory" has a good practical guidance for business owners, through the analysis of their own product (packaging) strategy, product target consumer group consumption characteristics , product packaging research reports, etc., companies can determine whether consumers are willing to consume the packaging of the product, research whether the consumer's packaging of the product is effective, how effective, how effective the performance of the packaging, at the current stage is to increase or Reducing the effectiveness of the packaging can promote sales. What is the average utility level of commodity packaging in the industry? Can we improve the effectiveness of packaging and enrich the performance of packaging by changing and innovating packaging? (Change in the basic value of packaging). With the "Packaging Utility Theory" as a guide, we can't blindly make packaging decisions. Continuously enhance the overall effectiveness of the overall product, improve the cost-effectiveness of the product, and ultimately promote product sales and brand promotion.

to sum up:

With the development of the market economy and the shift in people’s consumption concepts, the position of packaging in the entire product is changing continuously for an entire product. Packaging is used only for the purpose of protecting or storing goods and facilitating transportation. As of today, packaging has gradually changed its original image, and consumer and national executive departments are increasingly demanding the implementation of commodity packaging standards. For many products, packaging takes on more important responsibilities (products that have been or are excessively flexible to the packaging stage), but in contrast there is also a small number of products whose packaging is still not important (eg: single elastic packaging products ).

Enterprises should design packaging and decoration according to the characteristics of different packaging elastic products, especially in the aspect of word symbols to coordinate the relationship between emotional transmission and core product information transmission. According to the company’s product brand positioning and strategic policy, the The package's packaging performance manifestations are used for scientific analysis, and the packaging design strategy of the product is guided by adjusting the packaging utility size and performance form, and sales promotion and consolidation/remodeling of brand positioning are promoted. Make full use of the packaging media to spread resources, effectively increase packaging value and use efficiency, so that their products will always remain vibrant, making it more market competitive.

Source: Chengdu, Qili Packing Co. Author: Xu Hui