The fashion value of the product is extraordinary, the market is competitive, and the enterprise is rewarded.
In 2009, Procter & Gamble, as a global daily chemical predator, announced its "new business strategy", that is, "return to reality" and return to the traditional 4P "Production" to determine and implement its "enterprise strategy." We believe that "good products are good for the company's" return ""-P & G only needs to provide high-quality and extraordinary value brand products to improve the lives of consumers around the world, both now and in the future. Consumers ’return to P & G is to make P & G the champion of sales, profit and value creation, and to enable P & G ’s employees, shareholders, and communities where P & G lives and works to prosper.
Indeed, as cosmetics in the category of "luxury goods" (human pursuit of beauty is one of the important factors that generate demand for luxury goods), products can only sell more and more expensively if they are of "excellent quality and extraordinary value". Only after you sell well for a long time can you have the greatest "return" for the market and consumers.
At the 15th Shanghai Beauty Expo just ended in May 2010, many skin care, make-up brands, and products began to actively "upward": product grades, product concepts, product prices, and product images were all positive to varying degrees. "Upward", there is a great sense of escaping from "low quality and low price"; at the same time, these skin care and makeup brands, product container development and packaging design are becoming more and more fashionable, especially those brands that have won the "US-Iraqi Award" People applauded.
The products are fashionable and the value is extraordinary, the market is competitive, and the enterprise is rewarded. Every day, everyone wants fashion. Fashionable hair, fashion makeup, fashion lifestyle ... Only fashionable and healthy products can bring everyone physical and mental health, let everyone reflect the extraordinary taste of life, exquisite and show personality. As we all know, cosmetics is an industry that "sells dreams" and "sells hopes", and "product fashion" is the key to cosmetics brands selling "dreams".
To be able to reflect the product's fashion and extraordinary value, it must be a perfect combination of internal quality and external packaging. Of course, as a multifunctional "packaging container and label" that is "protecting transportation, displaying and attracting purchases", it is especially critical, and basically 60% to 70% of the energy is spent here. Therefore, almost all daily chemical companies regard "product packaging development and design" as the top priority, and actively develop "new materials, new processes, fashion and environmental protection" daily chemical labels to enhance product market competitiveness, sales force, and increase product returns. rate.
The label is the mark of the brand, and the brand is the mark of the product. Especially when "product concepts, market operations" are becoming more homogenous and competition is intensifying, daily chemical end users are constantly trying new materials, new processes and new markets with label printers and packaging material suppliers to make consumers feel Your products are changing, becoming more fashionable, more individual, and more valued, so that product sales occupy more market share and endure forever.
Only when the "design, materials, craftsmanship" is considered comprehensively can the label be fashionable and of great value
At present, the main ways of labeling in the daily chemical industry are "sticky label printing" and direct "screen printing". Self-adhesive labels (film, paper, in-mold film) account for nearly half of cosmetic packaging and become the mainstream of cosmetic labels.
Although local Chinese daily chemical companies all know that "product packaging development and design" is a top priority and they spend a lot of energy and material resources, in the process of "label development", there are continuous "problems", and we can still see in the market To many "question labels", the main problems are as follows:
Designers cannot understand the label “problem†caused by printing equipment, materials and processes
Due to the graphic designers, commercial art designers, and art and craft designers (and some computer majors or other majors converted into designers) trained by Chinese art schools, the school is basically just learning the basic skills of drawing, design composition, computer Designing these contents, there is basically no opportunity to learn printing equipment, printing processes, materials (adhesives, inks, paper, etc.), pre-press processing and post-press processing-these knowledge and technology, only in future job opportunities and practices accumulation. Therefore, many designers cannot fully understand the printing equipment, materials, and processes. When designing labels, they often deviate from the reality, resulting in some labels with poor printing quality, unable to achieve the designer's effect, or printing equipment and processes. Wait for the "problem".
In response to this problem, on the one hand, corporate designers need to visit printing plants, material suppliers, or attend industry label summits from time to time to learn about printing equipment, printing process, material knowledge and technology. The design process and printing process should be as close as possible to the printing plant. Artists and technicians communicate more, communicate more, and innovate together, as much as possible to make the label "design" become a "finished product" with reasonable cost, fashion and extraordinary value. At the same time, improve the speed and efficiency of label printing to meet the rapid competition in the market (marketing, design, and procurement often have this contradiction); on the other hand, printing plants and material suppliers provide free training for product packaging and development teams for end users. For example, Avery Dennison Adhesive Label Printing Training College is dedicated to creating the "Huangpu Military Academy" in the label industry, where all students can experience the "complete chain of adhesive label production"-from plate making, ink adjustment, color adjustment, printing , Slitting, die cutting, etc., to the anilox roller cleaning, labeling and then labeling, stickers label printing and labeling equipment, instruments, software systems, etc. are all available.
The processing of adhesive labels shows a high degree of professionalism in terms of materials, equipment and craftsmanship. We must let "professional people do professional things." Therefore, enterprises must solve the training, communication and communication of materials, equipment and crafts as the first creator of daily chemical labels-"designers".
Only by letting creative “designers†understand the types and characteristics of label materials can we effectively utilize the advantages and functions of labels, innovate and design reasonable and beautiful labels, and be able to use special label materials to reflect the fashion and personality. Such as: transparent, translucent, opaque, metal, matte, bright light, magic color, pearlescent light and other visual effects, combined with the sales environment to form differentiation and sales selling points.
Only if the creative "designer" understands the printing methods of intaglio, letterpress, flexo, silk screen, UV, cold (hot) hot, laser, etc., as well as digital printing and combined printing process, can the label personalized design and innovative design Only when the performance is fully displayed can the creative design of the overall effect be harmonious, and the label can be more upscale and more valuable. In particular, the current digital printing and combination printing processes are developing rapidly, which can meet complex and high-end process printing; can meet variable information and anti-counterfeiting two-in-one printing (barcode and anti-counterfeiting); it can fully meet the "short version, small batch, personalization" , Short delivery cycle ". Nowadays label printing plus special technology, holographic positioning hot stamping, cold hot stamping, laser, die cutting and other high-tech applications, digital "combination printing" has strong advantages.
Labels "problems" caused by improper selection of printing houses and material suppliers
"Label image design, label production cost, label application environment" is a comprehensive consideration of terminal enterprises. Self-adhesive labels of daily chemical products show bubbles, wrinkles, curling or even falling off, and the overall effect is not very ideal. Many of these phenomena are due to the failure to select appropriate self-adhesive label materials; and the printing effect is not beautiful and overprinting. Inaccuracies, deviations in ink color, and high scrap rates are often due to the failure to select a suitable printing house.
"Choosing suppliers who can provide high-quality materials or services for your end products" is an important part of enterprise supply chain management. As the daily chemical industry is a special industry of "selling dreams" and "selling hopes", only through new materials, new processes and new equipment can you make your labels more fashionable, more personalized and more valuable; only your The labels are gorgeous and consumers can't put it down, so that they can buy them voluntarily. Therefore, it is critical to choose a printing house or material supplier who can marry your brand's packaging and clothing.
However, due to the rapid development of this industry, there is naturally a large difference in strength, especially in printing equipment, technical personnel, accumulation of process experience and other aspects are even more disparate. If you choose improperly because you do n’t understand printing plants and material suppliers, or even choose cost-effective printing plants and material suppliers to save costs, you will inevitably fail to achieve the “fashion and extraordinary value†of product packaging in this industry (especially It is a high-end cosmetic label printing), which is finally recognized by the market and consumers as "low-end, low-quality" products. The market competitiveness and sales force are naturally in decline, and the so-called lasting development is a fool's dream.
What is even more terrible is that if you choose a third- or fourth-rate printing factory or a material supplier to print labels, it is very likely that you will not be able to deliver on time and with good quality. The market has been ruthlessly lost due to your quarrels and complaints. Today, "fast fish eat slow fish", such things often happen.
As the saying goes: children can't bear wolves. When Procter & Gamble, Unilever, and L'Oreal are all choosing the industry's first-class printing plants and material suppliers to print labels, you are still using third- and fourth-rate printing plants and material suppliers. The brand image gap is 108,000 miles. Sales Nature can only be beyond reach.
Under the basic concept of self-adhesive packaging label design of "innovation, exquisiteness, fashion, economy, practicality and environmental protection", in the process of enterprise label development of product packaging development and design, "design, material and craft" are all indispensable.
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