Corrugated package printing is evolving. Lead times are shortening, order sizes are decreasing and pressure to reduce turnaround times is growing. At the same time, brand owners and big-box retailers are demanding high quality graphics, customization and flexibility – all with an eye toward sustainability and, of course, keeping costs down.
最精明的瓦楞纸箱加工企业将利用他们所掌握的工具来应对这些变化。我们的四篇系列博客 "十字路口的瓦楞纸箱加工企业 "不仅将探讨这一演变背后的力量，还将介绍一些可以帮助瓦楞纸箱加工企业适应这些市场变化的 "工具"。
今天的消费者是谁？
人口结构和生活方式正在发生变化--人口老龄化、家庭规模缩小、在餐桌上共进晚餐的家庭越来越少。消费者忙碌、挑剔、没有耐心--他们需要方便、快速满足和有竞争力的价格--他们希望购买的方式能够适应他们快节奏的日程安排。
People access information at their fingertips (or palms) so products are researched, reviewed, recommended, rebuked and requisitioned – all outside the scope (and power) of the brand owner. Manufacturers must make their products stand out on-line and on retail shelves to catch the consumer’s eye and “win” sales.
让我们来探讨一下这些变化是如何影响瓦楞纸箱加工企业的工作的 瓦楞纸箱加工商.
高质量图形
For years, corrugated converters were asked only to produce durable containers and packages with few embellishments and uninspired graphics. Now, in addition to protecting the products, secondary packaging is being used as a strategic marketing tool. Products must stand out from the pack and “speak” to the customer, and the way they are “dressed” is paramount. Box makers are expected to create enticing shelf-ready packaging and shipping containers that double-down as POP displays. The package design plays the important role of effectively and consistently conveying the manufacturer’s messages, differentiating the products from those of competitors and enticing the shopper to buy. The use of expanded gamut, finer plate screens, half-tones and higher anilox line counts is creeping into the corrugated pressroom, and predictable ink density and color control are essential for brand image and consistency.
短跑
由于零售战略直接针对个人消费者，过去的大宗工作正在根据产品的每个 "版本 "分成小批量。品牌全球化要求以多种语言生产产品包装，并进行 "本地化"。可变数据，即公司在每个包装上添加独特的图像或信息，已被发现可以提高营销效果，并允许通过供应链 "跟踪和追溯 "单个产品。定制化和个性化是有效的营销工具，就其本质而言，它们决定了更短的生产周期。
加快周转
市场上的一切都在加速--今天的消费者受到各种信息的轰炸，他们的注意力持续时间很短，很容易感到厌倦，而且他们希望尽快得到产品。品牌所有者必须保持包装的新鲜度、趣味性和相关性。他们希望优化产品上市时间，能够尽快测试原型并进行更新。瓦楞纸箱加工商的灵活性是其生存的关键。
电子商务
Today’s consumers want to shop online from the comfort of their couch, desk, coffee shop (you name it!) in addition to conventional retail outlets. And shoppers expect not only convenient ordering but also quick and low-cost deliveries. Shipping boxes must still protect the contents but do so in the most efficient and economical way. People are also demanding environmental responsibility and “green” packaging from manufacturers and retailers which brings us to…
可持续性
Even though corrugated waste is considered the most-recycled packaging material on the planet, eco-conscious consumers are demanding more from their manufacturers and retailers. The industry is undergoing pressure to not only reduce paper weights and streamline product packaging but also revamp its energy and water conservation programs and optimize logistics and transportation to reduce its carbon footprint.
There is no question that new consumer on-the-go lifestyles and buying practices are fueling the changes taking place in today’s corrugated package printing industry. To market to these “new” buyers, brand manufacturers and big-box stores need their suppliers to deliver high quality graphics, customization and fast response times in packaging that can serve on-line as well as brick-and-mortar demand in sustainable ways. That is a tall order.
In the next few posts in our Corrugated Converters at the Crossroads blog series, we will look at how the industry is responding to these market changes with new technologies. Watch for Part 2 – “Necessity is the Mother of Ink Delivery Innovation.”
