Personalized Packaging: Early Light

[China Packaging Network News] When you mention "individualized packaging," what kind of picture will appear in your heart? If this is a topic a few years ago, there may be few responders. After all, personalized packaging faces various obstacles in terms of concepts, technology, warehousing, and logistics. However, when we really decided to present the "individually packaged" industry territory, we discovered that this market was already "Little Lotus was just a sharp horn and was standing tall earlier."

Personalized packaging really enters into the vision of the Chinese people, but also goes back to 2013, the “nickname bottle” whirlwind brought by Coca-Cola. For a time, people's definition of packaging has undergone rapid changes in concept. “Packaging can be so different from the original!” Since then, many terminal brands, such as Mengniu, Nongfu Spring, Snickers, and Ruiao cocktails, have followed Coke. , Through the design of patterns, language design, with a more personalized and expressive packaging to show brand personality, expand brand influence. With the "Taipei Declaration Bottle", Johnson & Johnson (China), which has set off a wave of marketing waves, Shen Hong, Director of Packaging Development at the Global Innovation Center, fully affirmed that personalized packaging played a role in "maximizing brand story" and "helping enterprises to drain". The role, which is also the common aspiration of many brands.

The need for personalized packaging and the increasing emphasis on terminal brands has made personalized packaging the new benchmark. At the same time, packaging companies that provide printing services to end-brand manufacturers have also followed suit and have begun to work on the layout of personalized packaging.

For example, through the IMBox personalized customization platform, from the personalized packaging box gradually to the more C-terminal welcome personalized product customization and expansion of the box opera, and if the combination of terminal brand business and packaging company dual roles in one, engaged in candy personality customization Shandong Green Love Candy Co., Ltd., as well as such as Jinjia New Intelligent Packaging Co., Ltd., Xiamen Jihong Packaging Co., Ltd., Tiger Color Printing Arts Co., Ltd., Suzhou Yali Printing Co., Ltd., colorful printing and a series of pioneers. Their stories will be presented to you in the following reports. They include exploration, thinking, achievement, and confusion.

However, it is still worth emphasizing that personalized packaging has not yet reached a substantive “hot spot” behind the gradual maturity of consumer customization concepts and increasingly widespread demand. More than one company said that the proportion of its personalized packaging business to the total business of the company is still very small. Another fact that is slightly embarrassing is that the industry generally believes that at present, China has not yet reached a true level of personalized packaging. “After the consumer's own choice, truly embodying the consumer's will and realizing a print, it can be considered a truly personalized package.” There are not a few people who share the same views with Xiamen Jihong, the general manager of packaging; and the current domestic customization Business, many industry professionals call it "short-run printing."

In addition, the realization of personalized packaging is a systematic project, and the adjustment of hardware and software is not a success. For brand owners, in addition to changes in market sales, warehousing, logistics, and sales have become the nodes of change; and for packaging companies, the thorny issue seems to be more. Perhaps the introduction of digital printing equipment is not a problem, but the adjustment of technology, the planning of production processes, the control of operating costs, and the detection of product quality all need to be changed accordingly. It can be imagined that the landing of this new topic requires the mobilization of each link.

The long road ahead is accompanied by thorns. Some people choose to wait and see, but others are still full of confidence and persist. Their idea is very simple, and what they have to do now is to sink down and be down-to-earth, use each small change to converge into the ultimate change, and welcome the arrival of the personalized packaging era.