Packaging is first of all a visual carrier, in a wide range of products, what consumers can see at first glance, which is largely determined by the packaging. In addition to visual impact, packaging can also bring other feelings to consumers, such as if it is flexible packaging, it will make people feel warm and comfortable, if it has aroma, it is a bonus in the sense of smell. Packaging can connect the five senses of consumers, which is what we call five-sense marketing.
According to data released by Nielsen, the time and energy spent by well-known brands on consumer experience reaches 40%, which shows the degree of attention. Packaging can help brands enhance the consumer experience. The requirements of brand owners for packaging, a high level of appearance, this does not explain, everyone loves beautiful things, appearance level economy, the appearance level of packaging in the first time to catch the eye of consumers. Second, the packaging should have characteristics and belong to the unique tonality of the brand, and third, the packaging should be supported by a big data platform to achieve precision marketing. Fourth, brand owners have a strong interest in personalized customized packaging.
Consumer loyalty to the brand is often reflected in the packaging. Let me give you two examples. A well-known foreign champagne brand, in the past 100 years, the product packaging has been gold, the gold element makes people feel tall, grade, this trait is recognized by consumers, so the brand has always insisted on using the gold element design. Budweiser beer, which also has a history of more than 100 years, found through consumer research that people were not most concerned about the "king of beer" element in product design, so they re-adjusted and designed the packaging.
From the perspective of brand owners, I will give you some suggestions on packaging.
The first is the continuous innovation of new materials and new processes, brand owners have a strong demand for this, and many unexpected materials are used in packaging, which will have unexpected effects. Graphene, for example, is an innovative material that can be used in packaging. In terms of materials and processes, we can not be restricted by the thinking of people in the industry, and learn from the outside industry.
The second personalized, customized packaging is indeed the tuyere, taste all, Jiang Xiaobai's case I believe we are more familiar with. Of course, now the personalized packaging is more or short version, and there is no real private customization. The private customization of the clothing industry in the cool smart run through, we packaging people want to open up this road, or take quite a long time.
The third dimension is cross-border, and the cross-border integration of packaging will bring a broader imagination to the industry. Our eyes must be opened, not just staring at printing, staring at packaging.
Fourth, digitalization and intelligence will open up a new dimension for packaging application innovation, and we can pay more attention to these concepts and technologies such as AI, AR and VR.
