Chinese packaging challenges

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Chinese packaging challenges

机译：中国包装挑战

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Having conducted packaging and shopper research studies in China for over 20 years, we'd like to share several observations in this market. While there is no single formula, we can promote the likelihood of success in China by recognising the consistent, global challenges facingnearly all packaging systems and then factoring in the unique dynamics of the Chinese market. It is tempting (and perhaps natural) to look first for the differences that distinguish China from other countries. However, we'd argue that marketers and agencies are best-served by grounding themselves (and their packaging development efforts) in the common challenges that packaging faces across all markets which are: to break through retail clutter, to be effortlessly shoppable, to connect on a visceral level, to convey key information to differentiate from competition, to perform on a functional level.

机译：在中国进行包装和购物者研究已有20多年的经验，我们想在这个市场上分享一些观察结果。尽管没有统一的公式，但我们可以通过认识到几乎所有包装系统面临的持续，全球性挑战，然后考虑中国市场的独特动态，来提高在中国成功的可能性。首先寻找（可能是自然的）将中国与其他国家区分开的差异是很诱人的。但是，我们认为，通过使自己（及其包装开发工作）立足于包装在所有市场中面临的共同挑战，可以为营销人员和代理商提供最好的服务，这些挑战包括：打破零售混乱，轻松购物，连接在内部层面上传达关键信息以区别于竞争，在功能层面上执行。

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《Packaging News》 |2015年第1期|17-17|共1页
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Chinese packaging challenges

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