Packaging machinery industry needs to be wary of "pseudo-innovation"

With the arrival of summer, the drinking water market has ushered in a one-year sales season, and the packaging drinking water industry has set off a wave of “dressing up”. However, some companies have introduced new packaging that has only changed in form or color. In fact, it is a new bottle of old wine. There is no substantial innovation in the interior. Even the concept of “innovative packaging” has drastically raised the price of the product. Caused questions from consumers. The author believes that it is a kind of pseudo-innovation to change the external elements such as the color, shape and pattern of the packaging without giving the innovation of the packaging function. This kind of packaging is not only unwilling to be accepted by consumers, but the market will eventually eliminate it.

At present, personalized and diversified consumption has gradually become the mainstream, and packaging innovation must adapt to the needs of consumer groups. The packaging drinking water industry has subdivided household water, sports water, and commercial water. When designing packaging, it is necessary to fully consider the preferences of the consumer groups and give the packaging new functions in combination with actual use. For example, bottled drinking water for outdoor activities should consider portability and capacity, commercial water should be combined with commercial elements, and household water should be considered for reopening and preservation. If a product's innovative ideas are good, but not in line with consumer demand, this innovation is meaningless.

In addition, packaging innovation must be sustainable. One of the important indicators for evaluating whether a packaged product is accepted by consumers is persistence. Some new packaging products disappeared after two or three months of listing, just like a short-lived, because the packaging can not show the value of the product, and can not attract consumers. As far as packaging and drinking water is concerned, because the packaging content itself is not very different, it is necessary to rely heavily on packaging to shape the brand. Effective packaging innovation must not only stand out in the fierce market competition, but also maintain long-term consumption. Recognition.

Innovation does not mean following the trend. Some companies see competitors launch new products, they quickly launch similar products, expecting to be able to share a certain market share, but this is not original, just imitate the trend. Some people may argue that innovation is on the shoulders of predecessors, and innovation begins with imitation. However, packaging companies can stop at imitation, while digging into the product connotation, using professional packaging design to form packaging with brand characteristics, seeking to transcend in imitation, beware of "changing packaging" innovation to form a shackle of self-styled products. .

Packaging innovation must also conform to the current industry development trend, learn to "fashionable", combined with environmental protection, reuse, packaging, anti-counterfeiting packaging and other elements to enhance the added value of packaging. Today, when information is highly interactive, consumers hope to easily identify the authenticity of the goods and learn more information. Traceable anti-counterfeiting packaging can well meet this demand. If there is only a change in the form or color of the packaging, there is no substantial internal innovation, and it does not meet the trend of the industry development, and it is difficult to win in the fierce market competition.

Time-changing the traditional business model of “material processing, single production”, providing customers with integrated packaging solutions integrating packaging design, manufacturing and comprehensive customer service, eliminating the “replacement” type of pseudo-innovation. The packaging company itself is also a good opportunity to showcase the innovation strength of the company and gain customer recognition and customer relationship. With the transformation of this model, companies have gradually formed a benign innovation competition, which has driven the industry to the path of innovation.