I am engaged in carton packaging. Do you have any good experiences to help packaging develop rapidly?

Since the 1980s, the rapidly developing commodity economy and the increasingly prosperous consumer goods market have promoted the rapid development of the packaging and printing industry. With its sustained and rapid economic growth, the packaging and printing industry was once hailed as a sunrise industry in my country's national economy. However, compared with other industries, the domestic packaging and printing industry's marketing concepts and operating methods obviously lag behind. In particular, there is a large gap in the size of enterprises and uneven quality. The industry is closed and conservative, civil war is raging, technological innovation capabilities are insufficient, and market entry barriers are low; competition in the second- and third-tier product markets is fierce, product upgrades are slow, high-end products are unsustainable, and the overall industry is entering or has entered an era of meager profits. Today, with economic globalization and international market competition, the marketing concepts and operational methods of the packaging and printing industry urgently need to mature and integrate with the international market.

1. Based on marketing culture, corporate culture forms value alliance and brand identity

Marketing is the thinking of customers, and marketing culture is based on the thinking of customers, with corporate culture as the basis Fundamentally, the brand is the carrier and the market is the target as a weapon for market competition. For a long time, the downstream customers that packaging and printing companies have focused on are often production companies such as food, medicine, washing cosmetics, etc., and they do not directly face end consumers in marketing, thus downplaying the thinking of consumers. Packaging and printing products seem to have become a relatively special industrial product due to various factors such as their high value, professional technical performance, and direct exposure to consumers. However, as a product package with exquisite design, unique creativity, improving product taste and attracting consumers' attention, it itself plays a marketing role. Therefore, packaging and printing companies should pay more attention to consumers' thinking. The design of product packaging patterns and colors should be creative and brand-oriented; pay special attention to communication and cooperation with upstream and downstream customers to form a value alliance and brand identity; scientifically and economically select materials according to the technical requirements of the product for packaging. ; Carry out packaging design based on the age level and consumer psychology of the target consumer group of the product, and determine the brand logo and brand color of the product. The strategic alliance between upstream and downstream enterprises must take value as the link, culture as the foundation, brand as the carrier, market as the goal, consumers as the core, and brand integration and win-win development as the principles to achieve corporate strategic cooperation, thereby We must put an end to phenomena such as shoddy packaging materials, unprofessional and uncreative packaging design, disapproval of target consumer groups, and poor product sales, and maintain the normal market economic order and consumer rights. It should be pointed out that to form a value alliance and brand identity between upstream and downstream enterprises, they must actively promote the integration of each other's cultures; they must cherish brand resources and be good at leveraging the power of famous brands to develop brands; corporate brands can be independent and interdependent; The brand logo and brand color should be unique and able to stand the test of time. Packaging and printing companies must absorb various cultures, such as food culture, medicine culture, wine culture, tea culture, etc.; they must design packaging based on the product brand image and target consumer groups.

2. Abandon the traditional sales model and implement all-employee marketing

my country implements a market economy, especially after the market becomes relatively surplus in products. The management philosophy of enterprises gradually changes from production concepts to product Concepts and sales concepts change to marketing and social marketing concepts. However, due to the imprint of the planned economy system, some companies still use the sales concept or even the product concept, that is, over-emphasis on product functions, not paying attention to market research, and not understanding customer needs, resulting in an oversupply of products, and companies have to pay attention to the sales link, resulting in fierce market competition. . In the long run, this has resulted in a situation of relying on experience, understanding, and sales personnel to work alone. Packaging and printing companies are no exception. Because they do not pay attention to market demand, do not conduct market segmentation, and do not rely on technological innovation to adjust their product structure, they compete fiercely in the second and third tier product markets. In particular, the sales model still follows the traditional regional system, with one salesperson responsible for all aspects of product design, performance, quality, price, usage and other services for all customers in the region. The result is obviously a scratch and the effect is not good. In today's market economy with multi-level and all-round competition. The traditional one-on-one and regional sales model is far from meeting the needs of customers.

What customers need is professional, thoughtful, and all-round services. Packaging and printing companies must change point-to-point contact services to face-to-face contact services and implement all-employee marketing.

It is about tearing down the walls around the enterprise so that all departments can directly provide services to the market. All employees should establish market awareness and the idea of ??serving marketing, and all departments should work around the market to achieve business process reengineering with the market chain as a link, thereby improving the company's market competitiveness.

3. Continuously segment the market and promote marketing management. Looking at domestic packaging and printing enterprises, the scale gap is relatively large, core technologies are not outstanding, technological innovation capabilities are insufficient, and product homogeneity is serious. In instant noodles, washing powder, The market for second- and third-tier products such as milk powder packaging is rife with price competition. However, in high-end products such as high-temperature cooking packaging and functional packaging, only companies from the coastal areas of East China are involved. Not conducting market segmentation, not relying on technology to upgrade products, and undifferentiated operations are common problems among enterprises in the central and western regions. It is better to find blind spots than to grab hot spots. Enterprises must conduct market research, conduct market segmentation, and find out potential needs and concepts. Fill blind spots. Packaging and printing companies must continue to segment the market and find out the blind spots of the market in order to win unexpectedly. For example, in response to the blind spot of using CPP film instead of PE film for the heat sealing layer of high-temperature cooking-resistant packaging, a company developed a high-temperature cooking-resistant PE film, which reduced the packaging costs of downstream customers such as meat product manufacturers and achieved success. In view of the fact that PE films tend to absorb powder products such as milk powder during the filling process after bag making, resulting in poor sealing. The anti-static PE film developed has solved the problem that has long troubled customers and gained customer recognition. In view of the easy breakage of liquid packaging bags, a certain proportion of EVA and mPE is added when blowing PE films, thereby improving the puncture resistance and heat sealing strength of the packaging bags. In response to the requirements for UV protection of medicines, UV-proof pharmaceutical packaging materials and so on have been developed. By filling the blind spots in the market and operating with product differentiation, we can get out of the vicious circle of vicious competition. As developed countries begin to restrict flexible plastic packaging in different forms, domestic packaging and printing companies should be clear-headed, strengthen technological innovation, develop and use degradable, recyclable, economical and environmentally friendly packaging materials and packaging technologies, and promote the industrialization of green packaging .

Because packaging bags are in direct contact with food, medicine, washing cosmetics, etc., the product quality and on-site management of packaging and printing companies are particularly important. Especially for export commodity packaging, it is urgent to bypass relevant technical barriers and obtain certifications (market green cards) such as quality, green environmental protection, and sterile hygiene. Obtaining certification is also a requirement for marketing security. For example, a company caught a fly when blowing PE film, and later found it in the milk powder packaging, and was pushed into the dock by the customer. Marketing management must pay attention to marketing safety and correctly use the double-edged sword of price war. It is necessary to continuously develop high-end products and lead the development direction of the industry. To make mid-range products bigger and stronger, we can gain huge economic benefits. Use low-end products to engage in price wars to eliminate the weak and consolidate the industry's leading position. 4. Enterprise strategic management From a marketing perspective, enterprise strategic management includes: market positioning, market segmentation, brand strategy, communication and publicity, corporate culture strategy, etc. The famous saying of Trout, the world's top marketing strategist and positioning theory master, if a company and its brand lack a unique market positioning, it will be like a house without property rights, leaving the company without a foothold and having a profound impact on the company. It proposes that any enterprise or brand must occupy a unique position in the minds of target customers, form a value that is different from competitors, and maintain its own business focus. The current situation of domestic packaging and printing enterprises is: the market positioning of enterprises and products is vague, the brand awareness is not strong or the brand image is vague; the corporate culture lacks connotation, affinity, cohesion and charisma; the marketing concept lags behind, and the awareness of focusing on customers is not enough. Strong; no attention is paid to technological innovation, and product homogeneity is serious: competition among enterprises is low-level price competition, resulting in a vicious competition situation where you sing the praises and I come on stage.

Packaging and printing companies must focus on leveraging their comparative advantages based on the core technologies they have mastered, and position the company correctly in the market.

For example, it should be positioned as a packaging design and manufacturing enterprise or a multi-functional packaging material development enterprise, rather than a packaging printing factory or packaging material company. The enterprise positioning must withstand the test of enterprise development.

Corporate culture is also productivity. Packaging and printing companies must, based on their own characteristics, reshape corporate culture with integrity and win-win as the core, so that it represents the spirit of corporate people and always be at the forefront of the development of the times.

It is necessary to learn advanced cultural concepts, establish a distinctive, mature and rational corporate image, continuously enrich cultural connotation, and enhance brand visibility and reputation. The modern market economy is an experience economy. It is impossible for an industry without a brand to win in the international market competition. In today's market without borders, integration within the industry is the general trend. Domestic packaging and printing companies should take the road of competition, cooperation or even alliance, form a value alliance and brand identity, take the road of economies of scale like Haier, and move towards international large enterprises and multinational group companies. Instead of engaging in civil war - it not only harms the interests of the industry, but also obliterates the technological innovation capabilities of enterprises. When economic development enters an era of brand management, we must actively respond to brand competition. Because there is only orderly brand competition. Only in this way can the overall strength of the industry be enhanced and the flexible packaging industry develop sustainably, rapidly and healthily.