Brand Packaging under WTO Framework

Packaging refers to the packaging and protection of branded containers, ie packaging, such as boxes, bags, bottles, boxes, etc. According to the role of the packaging in circulation can be divided into: internal packaging (also known as small packaging), in the packaging, and packaging; according to the use can be divided into: general packaging, special packaging; according to the degree of pressure can be divided into: hard packaging, Semi-rigid packaging and flexible packaging; according to manufacturing materials can be divided into: wood, paper, metal and plastic packaging.
Brand packaging includes the brand's trademark, mascot, standard Chinese character, representative color, auxiliary color, basic packaging personality, product identification, and other visual features that can be felt through the sense of sight, hearing, and touch. It plays an important role in maintaining product quality, reducing waste, facilitating transportation, storage, sales, beautifying goods, and improving service topics. Therefore, outstanding packaging is a lifelong advertisement for a product that allows consumers to “motivate”. According to the report, a statistical data from abroad shows that 50%-60% of consumers are affected by packaging and have interest in buying and buying. It can be seen that good packaging is very beneficial to promote the brand. For example, the design of Loewy's cigarette case designed for the American company Strock is a story in the history of industrial design. In the 1940s, the US economy was quite depressed. The company’s sales declined, and Loewe’s cigarette packaging design was improved. It became concise and bright, with distinctive features, strong modern visual impact and artistic sense, and the sales volume of products has steadily increased in 8 years, as much as 50 billion boxes.
China's packaging has fallen behind, and it has been unable to adapt to the country’s ever-increasing material consumer demand. Whether it is from visual or conceptual perspectives, it cannot arouse consumers’ desire to purchase. The packaging of some commodities is obsolete. Huizhong does not pay attention to the appearance of foreign affairs. It is like “unearthed cultural relics” and is not on the grade. It does not reflect the product innovation awareness and modern awareness of brand-name companies. Its blindness in packaging is at least reflected in the following four aspects: Single or unpackaged goods, especially vegetables, fruits, etc., are ubiquitous in some places. According to the report, in April last year, Yao Yaogang, director of the Finance and Economics Department of the Shandong Provincial Department of Foreign Trade and Economic Cooperation, was interviewed by the reporter: First, the export of agricultural products in Shandong Province, mainly crude food, deep processing, less, garlic, green onions Just go to the mud and peeled to pack export, thus greatly reducing the competitiveness of agricultural and sideline products, low prices difficult to sell, unsold backlog, and even cause losses, which is one of the reasons for farmers' income growth is not fast. The second is poor packaging, low grade. For example, an indigenous product in Ezhou, Hubei Province is, to be fair, its product (flavor) is very good and its appearance (packaging) is poor. 6 years ago, the Ministry of Agriculture held an agricultural and sideline products expo, because of its poor packaging and was defeated. Some supermarkets (shopping malls) are reluctant to purchase goods at a glance when they see packaging, and some consumers refuse to buy agricultural and sideline products because the packaging is not elaborate. In another example, the city’s clothing has always been a trusted product of Hong Kong companies. After packaging and trademarks in Hong Kong, it became Southeast Asia, Eastern Europe, and
Nobody knows the birthplace of these products in Ezhou. Third, rough packaging, inconsistent color patterns, and even text errors. For example, on the morning of May 27, the author went to Ezhou Daily to deliver a manuscript. A senior reporter told me that his son had bought two boxes of Wuchang fish food on the market recently. Unknown, the great man Mao Zedong printed on the box. In the handwritten book “Water Melody Songs and Swimmers”, the word “about” in the book “The child is in the temple of Chuan and the deceased person is like” is a borrowing word, ie, the word “hue” should be “fu”.
In order to understand whether the reporter’s report is true, the author made a special trip to the mall (supermarket) in the Bailou and other places on the Wuchang Avenue in the city. He made a detailed inspection of the Wuchang fish food displayed on the shelves. The result was reported by the reporter. The matter is true. The great poems printed on the "Yabao Wuchang Fish" box and the "Authentic Wuchang Fish" portable packaging bag are "Death Like a Hustle!". Fourthly, some product packagings are sophisticated and over-exaggerated. This “椟” is more expensive than “beads”, especially health care products, wine, and food. Unprovoked increase in costs, so that consumers buy is not a product but a package. For example, a health care product company uses extremely expensive materials to pack products in order to compete with its peers. As a result, some consumers, after buying the health products, discard the health products and only keep the boxes. Some manufacturers do not rely on the quality of goods to occupy the market, but rely on packaging to please consumers, resulting in some of the goods "gold and jade, and defeated." According to related data, China’s export commodities have reduced foreign exchange earnings by about 10% each year due to unqualified packaging, while the domestic market has achieved a pass rate of less than 60% for commodity packaging, and the country’s losses caused by unqualified packaging have reached at least RMB 15 billion. The annual sales of more than 100 large-scale commercial enterprises have caused incalculable labor losses. The packaging is not closed and the heavy losses are obvious.
It should be pointed out that the packaging is directed at the product, but it is also the embodiment of the brand image. Packaging design is the direct transmission and promotion of brand image. The quality of the impression can directly affect the product itself. Many foreign brands attach great importance to the exquisite packaging of products. For example, fresh bamboo shoots in China are not sold at high prices, and Japan puts them on the market after being beautifully packaged. Its price is more than ten times higher; Luliang red dates are only sold at 1 kg on the market to 3 to 4 yuan, 1 kg can be sold for 40-50 yuan. Packaging greatly increases the value of the product, which can be described as the efficiency of scientific packaging.
Brand packaging is both a science and an art. The actual packaging not only reflects the value of the brand, but also gives consumers a beautiful enjoyment and inspires the customer's desire to purchase. China has joined the WTO WTO, and ignoring packaging will undoubtedly be subject to international market sanctions. The upgrading of China's packaging machinery is a top priority, because unqualified product packaging is bound to be banned by the international import and export regulations. Obviously, to make the brand successful, we must establish a brand awareness of packaging, improve product packaging to dress up the product nicely, you can increase the "selling point" must be fully considered in the material selection, packaging design and other aspects of the characteristics of the product, the characteristics of the sales market The consumer's consumer psychology and other factors, so that the perfect combination of packaging and product, can play a broad role to achieve, to achieve the purpose of promoting sales.