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Product packaging plays two key roles in marketing: one is to protect the product, and the other is to promote the sale of the product. In the export of goods for export, product packaging that requires long-distance transportation must be able to withstand the bumps of long-distance travel. After many companies spent a lot of time exporting their products abroad, they found that the boxes were crushed and that only half of the goods were left. Many companies, when transporting perishable goods, did not realize that the transported vehicles had been transported for too long, and that as a result, the goods were completely destroyed. Some companies also place goods in boxes that are not moisture-proof, or they cannot meet certain other conditions of transportation, and can also cause goods to suffer losses. For example, a company in Taiwan transports glasses to the Middle East. They use wooden boxes as packing boxes and use hay as a filler. However, most of the glasses were broken when the items arrived at their destination. Because the weather in the Middle East is relatively dry, when the wooden box arrives in the Middle East, the hay in the box is reduced in size due to the total moisture, leaving excess voids in the box. The back and forth bumps of the boat cause the glasses to collide and break. This shows that the method in one place is invalid in another place. Therefore, in some climatic conditions, the packaging must be specially designed to ensure that the product is intact.
In the international marketing of products, packaging is a very important factor and sometimes it directly affects the sales of products. The Coca-Cola company once tried to introduce a product that was packaged in two kilograms of plastic bottles to Spain, but the reaction on the market was not very good. As a result, it was found that in Spanish homes, the compartments on refrigerator doors are generally small and cannot accommodate such large bottles. It can be seen that because the storage conditions in different regions are also different, the size and shape of the product packaging will be changed accordingly to suit the local needs.
The color and pattern of the product packaging must also be adapted to different local customs. Sometimes, product labels that seemingly have no problem can also make companies fall into awkward situations and even hurt the feelings of potential customers. For example, a beverage company's product label has six stars with sharp corners. The company’s intention is to use these stars as decoration and ornament on the packaging, but it has inadvertently offended many customers in some Arab countries. Because Arabs think that this pattern has a strong religious color and reflects the Arab-Israeli conflict, it is natural that the label has to be modified.
In areas where many people are still illiterate, manufacturers usually also put the product in the package on the product packaging. However, this sensible approach has brought confusion to a big company. The company promotes a baby food product in an African country. Its product label has a child and a few lines of text explaining the type of food contained in the jar. The company has been using this label, but unfortunately, when the local people took a look at the label, they understood it as a jar containing several newly born babies. Obviously, the sales of the product are very bad.
Differences in language and writing in different countries and regions are also one of the things that must be noticed. Mainly in the translation of product brand text, it is likely to produce another new word meaning. China’s export products are often translated into English or Chinese pinyin as a foreign language name. The result often appears meaningless and even banned. Such as China's production of "Fang Fang" lipstick, high quality and reasonable price, but no one in the United States. It is because the "Fang Fang" Chinese pinyin is "Fang", and in English, "Fang" means "the serpent's teeth." Such a name makes people afraid of it.
According to experts, there are generally two kinds of product packaging strategies in international marketing. One is the standardization design, which is packaging in the international market, followed by domestic marketing packaging, its advantage is that it can achieve economies of scale and reduce production costs. The other is a differentiated design that uses specific packaging within a specific market. Its advantage lies in its ability to meet the market to the maximum extent possible. In practical applications, after carefully examining the human factors in all aspects, the function of packaging as a promotion method is fully considered. According to the actual situation, two different packaging strategies are flexibly used. For some foreign markets where the overall market environment is similar to the domestic market, standardized designs can be used. For other foreign markets, where the market environment is very different from the domestic market, differentiated design must be adopted so that the market can be occupied to the maximum extent and production costs can be reduced to maximize profits.
What should pay attention to export packaging?
In many markets, even if a certain commodity is popular, if the packaging of the product fails, its sales volume will also be adversely affected. Because customers see the packaging first, not the product itself. For example, some foods are often seen and tasted only after they are purchased.