Look at Canadian packaging labels and brand experts talk about packaging

On the morning of the 9th of last month, the National Science and Technology Conference was grandly opened in the Great Hall of the People in Beijing. At the meeting, General Secretary Hu Jintao delivered an important speech entitled "Adhere to the path of independent innovation with Chinese characteristics and work hard to build an innovative country." In his speech, he emphasized that we must understand the situation, focus on the goal of building an innovative country, vigorously improve our ability for independent innovation, and promote China's economic development.

China has become an innovative country. Packaging companies must also keep pace with the times and create innovative companies. In the rapid development of commodity economy today, packaged goods have become the mainstream of the commodity market, and sales packaging, which is an important component of commodities, has become a carrier for propagating goods, beautifying goods, and conveying important information for goods, in packaging product manufacturers and consumers. A bridge of communication between each other plays an indispensable role in the promotion of goods.

To achieve perfection of packaging, we must continue to innovate. Innovation is both a concept and a systematic project. Innovation, as a direct product of successful R&D work, can earn huge profits for the company. The world-renowned manufacturers of large-scale packaging products, such as Apple, Procter & Gamble, Unilever, etc., have all achieved great success through innovation, and thus have become brilliant. This article is a translation of a report made by Canada's famous product packaging labeling and brand design expert Mr. John Miskik at an expert seminar organized by the Canadian Packaging Association. This article focuses on the development of packaging innovation in the market, market occupation, and rapid development. The important role of success.

Albert Einstein, a great physicist, once said a famous saying that always doing things in the same way and expecting different results is wishful thinking.

In today's high-speed development of the commodity economy, looking at the world packaging industry, there are too many companies or companies that produce packaged goods year after year to adopt the same model for corporate R&D. They lack innovative ideas, adhere to conventions, and from products to packaging. Consistent for many years, not keeping up with the ever-changing market demand, thus hindering the development of enterprises.

Innovation is the requirement of the times and is the driving force for companies to seek development. Successful companies must attach great importance to technological innovation and new product development, because innovation as a direct product for successful R&D work can bring extremely rewarding investment returns to enterprises and significantly increase the market share of their products.

With the prevalence of packaged goods, the world's merchandise sales model has undergone tremendous changes and supermarkets have emerged. Supermarkets are essentially a highly competitive market for packaged goods. From the medium-sized supermarket, there are about 22,000 at the same time

Many different brands of different brands of packaging products are displayed directly in front of consumers for consumers to choose. For the same brand of different brands of packaging products, in the face of this type of sales, the formation of a direct highly fierce competition, in this case, the quality of the packaging, the provision of packaging information is very important.

With the pressure of time, supermarkets have become the main place for people to buy daily necessities, and supermarkets are also the main sales market for packaged goods and the market for competition. The reason why supermarkets have replaced traditional retail outlets is because, on the one hand, open marketing methods in supermarkets provide consumers with a vast space for selecting goods. On the other hand, this way of opening shelves greatly shortens the time for consumers to shop. .

According to Procter & Gamble's latest market research report, consumers in North America can choose the goods they want to purchase in an average of six seconds when they choose to package foods and beverages at supermarkets.

The open sales of supermarkets undoubtedly pose new challenges to branded products. In the past, branded products and branded products competed with one another. Today, however, branded products are also challenged by many similarly-packed products with relatively low prices and packaging that has been innovatively designed, beautifully decorated, and of high quality and uniquely labelled. The packaging of such goods is based on the psychological needs of consumers and is designed in a way that best meets the wishes of consumers and thus attracts consumers to purchase.

In general, a successful brand strategy plan for a company can lead to a single-digit increase in sales for a company's products, while the return on investment for a company's product innovation can be as high as double digits. Under special circumstances, investment in product innovation can be achieved. The rate of return can even increase by a few squares. Apple Inc. of the United States is the best example of how innovative companies can help companies get a huge return on investment and make their products dominant in the market. In 2004, the market demand for Apple's products was extremely strong, accounting for absolute dominance, with a market share of 92%. In the same year, Apple's stock quickly appreciated and ranked third in the S&P500 Index.

In the United States, investment in pure research has declined significantly during the last 12 years. At the same time, investments in new product development, such as brand innovation, have increased rapidly and dramatically.

On the issue of corporate innovation, some people questioned blindly. They believe that if companies can achieve such a high return on investment through innovation, why do many companies reduce their investment in innovation and do not produce enough innovative products to revitalize the market? This is a question raised without understanding the essence of innovation at all.

In fact, corporate innovation is not a kind of tangible investment behavior that is completely visible and tangible. Innovation is, first and foremost, the ability of an internal team to create innovative ideas. It is a team concept or mode of thinking. Throughout the entire production and business activities of the company, a whole set of innovation systems are formed within the company. Through a series of innovative activities of the innovation system, the latest products are brought to market at the most appropriate time. At the same time, with the continuous introduction of innovative products, the company further leverages and integrates the company’s external resources, that is, the team of enterprise product agents grows rapidly under the drive of high profits. The immediate result of the rapid expansion of the agency team is to rapidly increase the market share of the company’s innovative products. The world's large-scale packaged goods manufacturing companies, such as Procter & Gamble, Unilever, and Moller Brewing, have adopted this innovative model widely. Many small packaged goods manufacturing companies have followed these large companies as models and followed this successful innovation model in order to seek the rapid development of the company.

The company insists on product innovation in order to continuously enhance market competitiveness, but specific to each product must be based on its specific sales situation, can not pursue unreasonable analysis of the so-called "innovation" unrealistic, no purpose to change the product The packaging's high return on investment is futile. For example, a white chocolate peanut butter packaged food, named “Rainbow”, was first produced by the Canadian company Hexi. At first, this packaged food was put on the market as a new product of the company. It was welcomed by consumers and sold very well. It had made incredible success. This product soon became the company's stereotyped product without changing it. package. Because it has left a deep impression in the minds of consumers, established its brand image in the minds of consumers. As the market for such innovative products became popular, many competitors who produce similar products competed to imitate such products. For a time, many brands of similar products appeared on the market. However, this kind of rain brand white chocolate peanut butter first set by Huxi Company has established its absolute dominant market share and the consumers who are faithful to the brand.

Innovation is not a superficial form of expression. It is not a certain formulating model, nor is it always embodied in the form of new products. In general, most of the innovations in sales packaging are reflected in the packaging structure, packaging and printing technology, packaging materials, packaging brands, the use of the product, and innovations that combine these factors.

Innovation itself is a kind of innovation. There is a certain risk in any kind of innovation. Therefore, there are inevitable risks in the innovation process. But just as the great physicist Einstein dared to take the unfairness of the world alone, and promote humans to change their understanding of the universe. It is this spirit of daring to take risks that makes it a world-recognized great physicist. Innovation is the key to creating new products to help companies expand their markets, increase their share of the product market, and create and win substantial returns on investment.