Carton packaging enterprises should pay attention

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In response to the great challenges brought by e-commerce, carton packaging enterprises must pay attention to several key points

release date: Source: the global printing and packaging industry

in recent years, e-commerce sales have achieved remarkable growth, and from the perspective of the trend, its development will further increase. With the growth of consumer demand with the development of packaging, what are the challenges faced by e-commerce? What measures should packaging companies take to maintain their leading position

e-commerce packaging needs to bear a lot of pressure. DHL, the express giant, pointed out in the recently released "Rethinking packaging" report that physical retailers usually require drop tests on packaging from five different perspectives, while leading retailers may require 18 separate drop tests. Future e-commerce innovation may further intensify the demand for packaging. According to the report, Zhou qindi and Xu Haidong, leaders of the logistics and supply City, attended the signing ceremony, and the supplier is now implementing its fourth or fifth generation UAV delivery project, and is exploring the use of unmanned ground vehicles for delivery. Combined with the growing demand for unattended delivery, packaging will need to be developed to allow items to be left outside the door of consumers and protected from bad weather and the risk of theft

01, growth momentum

according to emarketer's statistics, global retail e-commerce sales will increase to more than 20% of total sales by 2023. China and the United States are in the leading position in the field of e-commerce, but they are also developing vigorously in Western Europe, especially in Britain, Germany and France. Yi Jiang, director of e-commerce and business development of AMCO, said that the company was investing in e-commerce packaging to support customers' growth plans

"Our customers realize that where consumers are, they need to be, and today's consumers often go online. According to Forrester Research, in addition to directly gaining growth from sales, half of all retail sales in the United States have been affected by digitalization. Therefore, what you do as a brand will affect your offline sales. That said, the maturity of e-commerce development varies between different companies and categories There may be great differences between. Therefore, there is still a lot to learn from brands that work with supply chain partners to improve the consumer experience in e-commerce. "

she explained that the complexity of the supply chain posed a huge challenge. "In the traditional physical channel, there are about five processing points, but there are at least ten processing points in the e-commerce supply chain. Another challenge is the uncertainty of demand. Consumer feedback will appear soon. If he doesn't like products or packaging, he will share opinions through various ways, so you must respond quickly."

"Finally, sustainability, as well as consumers' views on sustainability, is a huge challenge. Many consumers are very concerned about sustainability, so they are more likely to complain about the unsustainability of this packaging found on Amazon, rather than in the local supermarket. Feedback on products and packaging has been expanded. Therefore, a lot of research work is needed to optimize the packaging used in different channels, whether physical stores, e-commerce , or Omni channel. Packaging companies can support customers in the exploration stage and packaging development stage. "

although product protection during transportation is very important, it needs to be balanced with customer ease of use. In physical retail environments, packaging is often designed to prevent theft or tampering, such as the use of hard flaps with sealed edges

dhl's "Rethinking packaging" report points out that e-commerce retailers are liberated from the shackles of protecting goods from shoplifting, and encourage the development of packaging design, so as to give priority to visits with minimal effort. Consumers also do not tolerate quality problems. According to the report, almost 50% of e-commerce customers said that receiving damaged goods would make it unlikely that they would buy goods from the same retailer again

02. Is it limited to e-commerce channels or all channels

AMCO experts designed a list to determine whether Omni channel packaging or specific channel packaging is the best choice. They suggest adopting the omni channel approach. If a brand has been sold in large quantities in physical stores, it requires brand consistency, simplification and integration of supply chain in all channels to realize the benefits of simplification, and intelligent packaging can be deployed to make Omni channel packaging more flexible in e-commerce

however, in the following cases, Packaging for specific channels may be a better choice: "Small brands and upstarts in selected markets have a lot of interference. You need to test quickly and seize growth opportunities. Customized packaging for the specific needs of each channel will be beneficial to consumers. For example, powerful e-commerce packaging can reduce leakage and damage, or save the size of the mailbox. You want to provide promotional activities for shoppers by channel without direct price comparison, and you can deploy smart packaging To support the new business model. "

"at present, most of our customers focus on the optimization of e-commerce packaging, but more and more customers choose e-commerce packaging. The early participation of packaging partners in the design and testing of packaging will help speed up the entry of e-commerce into the market." Jiang added

03. Finding the most suitable solution

finding the ideal e-commerce solution may involve finding a compromise solution. Gavin mount, the e-commerce design manager of DS Smith, pointed out that although the design has begun to change according to the needs of customers, the expectations of end users have increased at the same speed as the current advanced dynamic experimental machines, which generally adopt electro-hydraulic servo control, or even not faster. "At first, providing protection and delivering on time can satisfy customers. Then there is the introduction of internal printing, coupled with the experience of unpacking, now we see the latest focus on connectivity, sustainability and inclusive design."

he said that e-commerce design used to be a blind process, that is, taking couriers to deliver packages to test their ability, without knowing whether customers will receive them and be able to provide the key feedback they need. The main problems of these methods include the problem of not knowing which contact point occurs, and the theoretical analysis of why the damage degree of the same package is completely different

when creating a new e-commerce packaging design, to become the "best solution" is based on the balance of several key points - sustainability, product protection, brand consistency, customer experience and inclusive design. Each of these points comes at a price. For example, sustainability may lead to poor user experience, protective and inclusive design may lead to excessive material use, brand consistency may lead to poor sustainability or recyclability, and customer experience may lead to damage during transportation

"the importance of each focus will be determined by the needs, expectations and brand strategy of customers/end users. If your brand focuses on sustainability, then this may be the main focus area - developing a performance solution. For example, using the least fiber. Or, your product may be heavy and need further protection, which means that the unpacking experience of customers is not so critical, so your" best solution " Will have different priorities and target areas. " Gavin mount said

04, collaborative approach

Sara Blum, strategic marketing manager of AMCO, said that cooperation is crucial to understand customers' pain points and how to solve the challenges they face in primary packaging. "In view of the many contact points of e-commerce packaging, optimizing packaging to reduce carbon dioxide emissions and space in trucks is crucial, and it is also the key to speed up the market. AMCO provides ISTA testing, simulation services, digital printing, and partnerships with joint packers to support our customers. Through digital simulation, we can explore the performance of packaging according to the" shape/material "structure used Standing and appearance. We can also conduct virtual drop tests and compression tests to find the most effective material structure in the packaging. "

she emphasized the key role of packaging in brand awareness and reputation. "When products are, you can't touch them, but only see digital views. This requires adjustments to artwork and packaging design to create outward visibility on intelligence or computers." Finally, as an example of successful packaging optimization for e-commerce, she cited the cooperation between amko and popcorn shed

"popcorn shed needs packaging materials to keep its high-quality popcorn fresh, easy for consumers to open, and easy to recycle in some European countries. AMCO's amlite standard recyclable packaging materials meet these three requirements, and the packaging materials can be recycled in the packaging recycling system in front of the store, and are suitable for Polypropylene recycling with facilities (such as Germany) 。 Amlite standard recyclable is a series of metal free high barrier packaging products, which can help brands manufacture beautifully designed packaging while keeping products fresh. Due to its barrier property, it doubles the shelf life of popcorn shed's high-quality popcorn. This has had a positive impact on brand exports and e-commerce marketing. At present, global exports have accounted for 25% of brand turnover. "

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