Creating Higher Values for the Development of Brand E-commerce Channels through Packaging

Exceeding 120.7 Billion RMB in Transaction Volume, E-commerce Channels Playing an Increasingly Important Role in Brand Marketing

According to statistics, currently Tmall has more than four million online merchants, and a total of 1.05 billion transactions were completed during “11.11” of 2016, with a total transaction volume of above 120.7 billion RMB, a year-on-year growth of 32.37%. With the rapid development of e-commerce and the arrival of the era of Internet+, brands are more and more frequently turning to e-commerce channels for marketing, and online transactions, consumer data collection and big data analysis-based marketing policies are also receiving increasingly closer attention from all major brands. For instance, according to the semi-annual report of LOREAL in 2016, its e-commerce sales volume reached 1.3 billion Euros, a year-on-year growth of 33%; according to the third-quarter report of Shanghai Jahwa Corporation in 2016, its e-commerce business revenue reached 568 million RMB, a year-on-year growth of 50.25%. As shown by the study carried out by Kantar Retail, in the fields of food, non-food groceries, personal care, cosmetics and baby products, roughly more than 70% of brands have especially offered online products, as distinguished from those sold through offline channels.

Minor changes in packaging making major contributions to brand marketing through e-commerce channels

Here we would like to share two cases with you. In May of 2016, Oreo launched its customizable products via its Tmall flagship store. That is, based on the 108 creative stickers provided by Oreo, consumers can fully bring their imagination into play to “process” these stickers with their own pictures, and thus customize their individualized Oreo packages. By virtue of such customization, Oreo received more than 40,000 orders within three days, and achieved an extremely high applause rate. Unilever introduced an e-commerce-version lotion pump especially designed by TKPC for e-commerce logistics packaging, and thus solved the leakage problem during transport, increased its sales and reduced product weight (by 20%) and cost. It also gained the recognition of numerous brands such as Nivea and Top-China. According to the statistics of Jingdong Mall, after using the especially-designed lotion pump, Unilever seized the first place in terms of online sales volume in the daily chemical industry, with a failure rate of only 1/10 of its peers’. Online channels impose different requirements on product packaging, as mainly embodied in the individualization, safety, greenness and environment-friendliness of product packaging at present. In addition to protecting products, individualized product packaging can also create a very satisfactory brand promotion effect for brand owners and effectively stimulate consumers’ desire to buy. Packaging safety constitutes the key to maintaining commodity safety and quality. For instance, modified atmosphere packaging (MAP) can not only protect the quality of products stored, but also reduce package failure during transport. Commodity packaging is required to use green, environment-friendly and recyclable materials, adopt concise packaging design and reduce material consumption, thus reducing resources waste and environmental pollution.

New Retail & New Packaging- Innovative and Creative Packaging Material Exhibition Themes- ECPAKLOG Taking the Lead to Build the Commerce & Trade Communication Platform for Product Packaging and E-commerce Marketing Channels

With regard to the characteristics of online product packaging and the demands of brand owners for packaging adjustment, the ECPAKLOG, themed by “the Power of Change”, has especially launched “New Retail & New Packaging- Innovative and Creative Packaging Material Exhibition Themes” for packaging material suppliers, so as to meet the special packaging requirements of brands’ online marketing products and assist packaging material suppliers in understanding the market and developing new business opportunities. During the exhibition, we will not only carefully select more than 3,200 daily chemical, food, beverage, dairy, alcohol, 3C electrical appliance, e-commerce logistics and other brands, 70% of which have already launched online sales and 30% of which are about to launch their online business. Furthermore, the participating packaging material suppliers can precisely contact with brand owners’ decision makers in charge of e-commerce product packaging R&D, packaging purchasing and packaging market. We will also recommend outstanding suppliers for participation in M.SUCCESS’ Mr. overall-packaging service project, which provides innovative and integrated packaging solutions for brand owners and solves problems faced by them during packaging innovation. Currently the outstanding and featured packaging material suppliers which have joined ECPAKLOG include APP, Hexing Packaging, HUCAIS, Zeller Plastik, TKPC, Zhuge Zhijiang, YUTO, YUPO, etc.

M.SUCCESS Media Group, the sponsor of the event, was registered in Hong Kong Special Administrative Region (HKSAR), and its main businesses involve publishing media, advertising planning, business meetings, exhibition services, business trade and many other fields, and its customers are distributed in healthcare, real estate, communication, packaging and many other industries. ChinaPak Exhibition Services Co., Ltd. is affiliated to M.SUCCESS, and, as the only professional consultation company in China’s packaging industry at present, it has always devoted itself to specialized data consultation, market survey and other work in the packaging industry. Its businesses involve market research & consultation services and database marketing services. Its affiliated Packaging Managers magazine is a professional media in China’s packaging industry, and its readers are mostly the responsible persons of packaging in the fields of food, medicine, dairy, beverage and daily chemicals as well as persons in charge of packaging machinery and packaging material suppliers.

Media contact:

ChinaPak Exhibition Services Co., Ltd.

Miranda Xu

Tel: 86-21-60531466

Fax: 86-21-22218271

Email: mirandaxu@msuccessgroup.com