Packing: Brand Take-off Wing

Throughout the ages, packaging can be described as ubiquitous in human life. It is an important component of the human mind and creative behavior. Specific to the product, it shows its quality characteristics, cultural connotation and the specific demands of the production companies, their own characteristics and the pursuit of goals. Obviously, in addition to guaranteeing that the product is not damaged during transportation, preservation, storage, etc., packaging also promotes and resonates with consumers by catering to ideology, aesthetic trends, ethics, and folklore. Sales, and then enhance corporate image.

Targeting market forces

After China's accession to the WTO, the circulation level must adapt to the needs of international modern trade, and packaging plays an important role. Food safety and packaging quality are gradually in line with the world, and more and more food companies are paying attention to packaging. China is a huge consumer market and there is a vast space for the development of food packaging. The rising economic strength of China in the global market has also provided an excellent opportunity for multinational companies to develop potential Chinese markets.

Sealed Air, a 46-year-old company in the US, is one of the Fortune 500 companies in the United States. It specializes in the production of food packaging, industrial protective packaging, shrink packaging and medical packaging products and systems. Its business scope covers industrial and food products. And consumer goods markets. Its products cover 80% of the world's population in countries and regions, providing a variety of demand-oriented and consultant-style professional product services. It has 55 branches or branches in 51 countries, 35 packaging design and development centers and food science laboratories, more than 100 specialized production plants and 18,000 employees. Ranked as the top packaging company in the US “Most Admired Company” ranking in 2005 by US “Fortune” magazine, NYSE’s listed company, Sealed Air’s annual sales reached US$4.1 billion. This provides a strong technical backing for the development of the packaging industry.

At the World Packaging Conference 2006 held in Beijing, Sealed Air's fast-life CN530TBG high-strength cooking and shrinking bags won the "Star of the World" packaging award, and at the China International Meat Conference & Meat Brand Development Strategy Seminar Cryovac has also been awarded the title of "China Meat Industry Influence Brand".

Demonstrate product quality

Only good packaging and high quality products are possible. Choosing the right packaging for the product is an important part of ensuring product quality. It can not only reduce or avoid quality problems, help companies reduce overall costs, but also improve product quality and create greater profitability for the company.

Sealed Air's food packaging brand, CryovacTM, is a pioneer in global food preservation technology. Its packaging materials and production systems comply with the US Food and Drug Administration (FDA) hygiene standards and can be used as fresh foods. Suppliers and manufacturers, supermarkets and catering industries provide packaging solutions to meet the needs of companies in manufacturing, transportation, preservation and preservation. The meat packed with fast-breathing vacuum-shrunk oxygen is placed in a 0°C-2°C environment for a period of time. The meat will naturally tenderize and make the mouthfeel better, and the original juice will not be lost. Supermarkets and stores are more likely to manage and store cold meat and provide consumers with delicious cold meat. Fasting oxygen packaging greatly extends the shelf life of cold meat, which can not only directly reduce the loss and cost of meat, but also provide flexibility for meat supply in time, such as long-distance cold chain transportation across provinces and regions, to the meat industry. Bring about the possibility of adjusting the seasonal availability of goods and develop national market opportunities. To ensure the supply of meat during peak seasons, such as holiday seasons, to extend the time and expand the space, and at the same time provide more possibilities for meat products to go global and carry out export business. Ryerson vacuum shrink packaging can also prevent the loss of weight in the storage and circulation of meat, so that the tender meat and the value of double protection. Beautiful printing can also play a role in advertising the brand and accurately tracking the source of the product.

Fastwell Packaging is currently serving the brand building of Chinese meat companies at the current stage. It has continuously introduced new products to ensure a higher demand for meat packaging in the future. With the improvement of people's living standards, high-end retail and ready-to-eat product packaging has gradually become the trend of China's meat packaging, Sealed Air's rapid air conditioning packaging, vacuum packaging retail packaging, cooked food packaging and easy Microwave cooking packaging and other new products will gradually enter the Chinese market.

Assist the company to take off

Entering the commodity society, people have more time to pay attention to themselves and show their individuality. As the packaging of commodity quality and cultural connotation substitutes and consumer spiritual life, it not only determines the final choice of their shopping, but also The market fate of a product or even a company. In other words, packaging can encourage companies to take off. As an important carrier for transporting goods, guaranteeing the quality of articles, and conveying information, packaging is the result of human material civilization and spiritual civilization, and humans have used it to create more innovative modes of thinking. In the packaging of “Ashima” and “Hilton”, people can clearly distinguish geographical and folk features; in the package of “Brandy” in China and “Maotai” in China, the national character can be clearly felt and displayed The inheritance and development of the national culture.

Fastwell Food Packaging has entered China for more than 10 years and has set up joint ventures or wholly-owned factories and sales subsidiaries in southern and northern cities of China. Market services and technical support teams are spread all over the country, from equipment, processes, products to market development, etc. In terms of providing customers with high value-added services, localized production will bring low-cost and rapid-response supply chains to Chinese meat companies. Through direct visits to customers and product technical advice, actively participate in professional exhibitions to promote products; design posters with some fresh meat packaging companies, often with government departments, meat associations, academic research institutions and manufacturers, supermarkets Cooperate to hold special lectures and trainings for meat industry distributors; use the sincerity of cooperation with major supermarket groups in the world for several decades to introduce advanced international packaging methods to China and facilitate the circulation of products in supermarkets. This has injected vitality for domestic fresh meat packaging companies to explore new markets. Many large-scale meat brands such as Haoyue, Horqin, Hande, and Jinxuan are all using the Qairwei series packaging.

At present, China's per capita meat consumption has accounted for more than 20% of the world's per capita consumption, which brings a big market space for packaging brands. Sealed Air packaging brands will cooperate with Chinese meat companies to accelerate the implementation of modernization strategies and improve The safety and health level of the meat food market. With the full range of support services provided by Fastwell Packaging, whether it is product packaging design, equipment supply and maintenance, or product application and food science, professionals can help customers effectively use resources in the highly competitive food market according to customer needs. Start your own brand.

In recent years, a large number of new brands have risen in the meat industry, which has promoted changes in the product mix of the entire industry and accelerated the development of the Chinese meat industry brand. Fastwell not only provides packaging that extends the shelf life of meat products, but its beautiful and beautiful printing characteristics also provide a versatile showcase for Chinese meat companies to expand their brand reputation. It is reported that in order to adapt to the rapid development of the Chinese market, Sealed Air has built a new factory in Shanghai's Qingpu Industrial Park with a total area of ​​180 acres. It is expected to be completed by the end of 2007, mainly producing Cryovac food packaging and polyolefin foam sheets. . This is Sealed Air's latest and largest investment in China. The new plant will have enough room for expansion to prepare other products in the future to meet the increasing demand for innovative packaging in the Chinese market.

Author/Qin Ling

Source: China Food and Market - 2006 issue 9