Chinese cigarette packaging returns to nature
Tobacco Online According to "Tobacco Asia", when communication channels between cigarettes and consumers are becoming fewer and fewer, the importance of cigarette packaging in building brands is self-evident. Emerging companies vigorously implement trademark strategies and dress their products in fashionable and noble "clothing" to cater to the needs of the market and consumers, in order to shake the dominance of established companies. Established companies have not shown any signs of weakness, and continue to innovate in product packaging and strive to catch up. Objectively speaking, the transformation of China's tobacco products from technology dominance to brand and trademark dominance is a sign of improvement in the overall operating level of the industry, and is also a necessary stage for moving towards a brand-led market-oriented enterprise. However, its side effects cannot be ignored, and they have become increasingly severe.
Luxury ≠ Quality
With the continuous development of China's tobacco industry, competition among cigarette brands has intensified, and cigarette packaging has also continued to innovate. Good packaging can not only reflect the brand connotation and culture, but also provide support for the expansion of the brand. However, the problems exposed behind the prosperity are also thought-provoking: the design is becoming increasingly luxurious and exquisite, and soft and hard cartons, plastic boxes, Iron box, frosted, hot stamping, platinum, 5 pcs, 8 pcs, 16 pcs, 20 pcs, top flip cover, side flip cover, sliding box, two-dimensional laser dynamic, three-dimensional laser three-dimensional dynamic, composite film simulation, thermal imaging, photosensitive The application of technologies such as imaging, RMB anti-counterfeiting, adding special fibers during paper making... Many cigarette companies have adopted the "three highs" packaging magic weapon of "high technology", "high anti-counterfeiting" and "high materials", which is dazzling, and these The luxurious packaging is unique in the international tobacco industry.
It is understood that the technology and processes required for cigarette packaging printing in my country are currently second only to the printing of banknotes and securities. Nowadays, most of my country's high-end hard-box cigarette packaging uses laser technology, which is expensive and accounts for 25%-35% of the production cost (some brands use frosted technology to even exceed 40%). On the one hand, the popularization of laser technology reflects the prosperity of our country's cigarette industry; on the other hand, it will greatly reduce its competitiveness when competing with foreign cigarettes. Because most of the outer cigarette packaging is made of white cardboard, the cost is low, only about a quarter of that of laser technology packaging. Therefore, the appearance of excessive packaging and luxury hides an issue that is easily overlooked—cost.
Indeed, luxurious and complex packaging can demonstrate China Tobacco’s outstanding design and innovation capabilities in packaging, but what is the most important and most attractive thing about a tobacco product? It must be the quality of the product rather than the packaging. Excessive packaging of cigarettes has also exceeded its functional attributes, leaving consumers with only psychological consumption attributes. Behind the luxury, it may also lead to some unhealthy trends and unhealthy consumer psychology of blind comparison.
At the same time, excessive packaging is also an act of unfair competition. In recent years, in order to seize the market, some new products have overemphasized packaging to make the external features of the product eye-catching. However, the internal quality cannot be "on par" with luxury packaging, making consumers distrust the product. Very disappointed.
In addition, from an environmental protection perspective, the “cost” of excessive packaging investment is greater. my country's high-end cigarettes require cigarette box paper with good texture and crisp texture. Most of them use paper produced from imported wood pulp or directly use imported paper. These papers have relatively high requirements for raw materials and generally use wood with better texture, resulting in a large number of trees. Cutting down causes a waste of resources. Only by reducing unnecessary waste in production costs and reducing costs to scientific and reasonable limits can we achieve the long-term goal of "big enterprises, big brands, and big markets" in the future and cope with increasingly fierce international competition.
Packaging “weight loss” is a trend
. Fortunately, Chinese tobacco companies are also aware of the dangers of excessive packaging, and have promulgated and implemented a series of rectification policies and measures, which have achieved certain results in the industry. On March 18, 2012, the State Tobacco Monopoly Administration held a special meeting on controlling "sky-high price cigarettes" and excessive packaging of cigarettes. According to the regulations of the National Bureau, tobacco companies will stop purchasing and selling over-packaged cigarette brands and specifications (over-packaging means that the packaging void rate is greater than 15%, the cost of cigarette rods and box label paper accounts for more than 8% of sales revenue, and the use of two packs, four packs, etc. Special-shaped packaging and gift box packaging, using non-paper-based packaging materials).
The internationally accepted Framework Convention on Tobacco Control has been fully implemented in my country. Starting from April 1, 2012, all cigarettes produced and sold in China will use the new cigarette packaging label. It also means that it is imperative for China’s tobacco packaging to “lose weight”. At present, some far-sighted tobacco companies have noticed the problem of cigarette packaging and have begun to try to change the past packaging forms and move closer to international cigarette packaging in a simple style. "True Dragon (Bama Tiancheng)" and "Yuxi Manor" are the best among them.
In addition to the original ecological concept reflected in the raw materials of tobacco leaves and the addition of spices, the original ecological characteristics of "True Dragon" (Bama Tiancheng) also have the most intuitive expression - original ecological packaging, in the application of packaging materials and printing The original ecological concept is reflected in the style and design. In the application of packaging materials, it uses original ecological paper that is easily degraded naturally. In addition, the text and patterns are printed in a simple and calm green color. Holding it in your hand can easily make people realize that this product has returned to nature. demands. Products, from cigarettes to cigarette labels, are all printed with single-color water-based ink, highlighting the concept of environmental protection. "True Dragon" (Bama Tiancheng) abandons the luxurious packaging of high-end cigarettes, expresses the original ecological appeal, meets the psychological needs of modern people to return to nature and pursue low-carbon life, and has been recognized by consumers.
"Yuxi Manor" uses an environmentally friendly and international design style. The packaging design goes beyond the functional design of general brands and product packaging, creating a healthy, environmentally friendly, artistic style cigarette product packaging design style; the trademark chooses pure pulp uncoated base paper as the base material , the outstanding features of the tipping paper are the use of water-based ink, non-hot stamping, banknote line printing technology, safety and environmental protection; the lining paper uses metal-free food-grade, degradable and environmentally friendly materials for the first time. The product style highlights the "manor fragrance", has outstanding personality and distinctive features, and embodies the product design concept of "organic, low-harm".
Nowadays, Chinese cigarette consumer groups are undergoing spiritual changes. Returning to nature has become the spiritual dream that consumers yearn for most, and it has also become the trend and direction of the packaging development of China's tobacco industry.