Product differentiation competition intensifies Origyn captures the metal packaging industry with innovation...

Under the background that China's traditional manufacturing industry is actively exploring transformation and upgrading and the competition is becoming increasingly fierce, various consumer preferences of consumers are continuously highlighted, and Packaging products led by differentiated competition are increasingly showing a strong momentum of development. The leading player in the packaging industry, Origen Packaging Co., Ltd., seizes market opportunities with its strong overall strength and has strong design capabilities to meet the individual needs of customers.

With strong and comprehensive strength to seize market opportunities

In early November of this year, Good News came again from the Canmaker Summit held in Lisbon, Portugal. Orinkin won three awards in the “Tank of the Year” award in 2016: three silver cans for beverages (Su Shihuang Taosha - gourd cans), three-piece cans of food grade bronze medal (agricultural kernel peanut - dumbbell cans), food category two cans of silver medal (hot pot sesame oil - Mini cans). Origen won another prestigious award. This is the third time that it has won this award. It proves that Origen's product design and R&D capabilities have been recognized by the authoritative experts and peers of the international Metal Packaging industry.

One thing to be successful, including many factors, is to cross a higher threshold for the differentiation of metal packaging. This high threshold makes it difficult for low-profit companies to get involved, which has caused Origyn, who has a solid overall strength, to seize the opportunity. Like a talented person, it must stand out under other conditions. The beverage packaging consumer market has a background of personalized development, and the business opportunities brought by innovation have been continuously reduced in operational risks, which in turn has provided Dongfeng with an innovative approach.

Chen Yufei, vice president of R&D and production of Origen, has a clear analysis of the packaging market and his thinking is clear: “Considering the continuous changes in consumer demand in the market, many beverage manufacturers are constantly pursuing new product ideas and personalized packaging, forcing packaging manufacturers to In order to meet the needs of customers, we constantly seek new differences and strive to stand out in a homogenized market."

In terms of product differentiation, Chen Yufei analyzed that “combining market demand and customer demand, recombines innovation through existing technologies and adopts systematic product design, development, and supporting service system operations to meet market segments and new industry sectors. , special customer and end-consumer needs."

According to industry insiders, “Orricking has rich technical resources and sets up a dedicated R&D center. The experimental conditions of the products are superior. The cultivation and introduction of a number of industry and technical talents, together with customer resources and sales networks all over the country, are completely conditional and Strength to provide customers with customized services.

The analysis of the industry is not unreasonable. In terms of the comprehensive strength of the industry in recent years, Origin has superior position and capital strength, and the supply chain has obvious advantages. This is difficult for other packaging companies to do.

Rapid decision-making mechanism to ensure the successful landing of creative ideas

At present, the competition in the downstream industry of the packaging industry in China has intensified, the progress of market segmentation has accelerated, and new business opportunities have emerged. The body needs to be tailored, and Origen has determined the core strategic positioning of product differentiation, but it is not easy to implement it on the design of specific products. “A brand-new product, each process link must be designed and considered. Whether the equipment and mold can meet the design requirements of the product and whether the printing can achieve the desired texture, the designers need to have sufficient creative thinking and strong technical skills at the same time. ."

Jiang Xianda, a 30-year-old product manager of Aorixin R&D Center, said with pride: “The best thing we can do in product design and implementation in China is Auricin.” The company’s R&D team has been unique in design and product development. Most of the differentiated products that they co-designed have already started mass production and are recognized and used by many users.

He told reporters, “Our R&D center has a lot of full-time designers, and the company's trial production conditions are very complete. There are dedicated point-action test equipment and powerful laboratories to facilitate designers to verify their ideas. There are also 3D printing capabilities, all kinds of genuine design software, and hardware and software equipment are complete."

“On the aspect of design capability, we only take the design of shallow-cut two-piece cans as an example. We need to consider both the deformation of the printed pattern in the can and the tensile properties of the ink. We must also consider whether the pasteurization process after filling will destroy. Coating and ink loss problems, which are difficult to accomplish without a good theoretical basis, technical experience, and company test conditions."

Jiang Xianda talked about these details to express his joy. “What makes developers happy most is the company’s rapid decision-making mechanism. The market is reshuffled, customer needs are changing rapidly, and long-term homogenized products are difficult to base on the market. The fast decision-making mechanism is to guarantee differences. Important conditions for successful product development."

Strong design ability to meet customer's individual needs

Over the years, due to the low imitation cost of products and services in all walks of life, a successful program was quickly copied and cloned by competitors, which has left many business owners with headaches and frustrations. The powerful companies have begun to use innovative methods to innovate on the basis of large amounts of funds and unprepared technical strengths, striving to shake off competitors or imitators.

According to Jiang Xianda, “On the one hand, we attach great importance to the protection of intellectual property rights. We will do patent applications and layout for each product innovation before the listing; on the other hand, we are already developing the next generation of products, while we are launching products. Doing so in order to maintain our long-term competitiveness."

In terms of differentiated landing capability, its core competencies include market grasping, design, testing and mass production. As the profitability of the packaging industry is greatly constrained by the upstream and downstream industries, the gross margins of various packaging sub-sectors tend to converge, and it is difficult for the traditional packaging model to achieve profitability. The demand situation in the packaging industry is constantly changing. The traditional packaging industry is no longer able to meet the market demand. The demand for systematic, green, refined, low-cost packaging products and personalized services for customers is growing.

Faced with the new situation and in line with the concept of “transforming consciousness and enhancing demand”, in 2015, Origyn’s R&D personnel developed a series of differentiated packaging products based on market demand. Including 210 grams of bowl cans, 960ml special-shaped cans, and 500ml special-shaped cans. Among them, the development and application of new milk powder tanks, the development and application of 650ml wine glass jars, and the development and application of 70g sesame oil cans have been successful in R&D and marketing. Differentiated products have been highly recognized by customers as soon as they are launched, showing a good momentum of supply and sales.

Referring to the successful case of Origyn's differential packaging, its cooperation with Fujian Kangzhiwei is a perfect match. In early 2015, ORG and Fujian Kangzhiwei Food Industry Co., Ltd. jointly launched the first differentiated packaging product, the 960ml fruit juice beverage can, and achieved a good sales performance in the market, and quickly seized the wedding market. From this point on, Origin began its exploration of differentiated packaging.

In the era of personalization, there is a growing demand for personalized products that receive private customization. In response to market demand, the two sides also launched a "private custom series." The products are available in a variety of styles, including a romantic wedding version dedicated to wedding channels, a New Year's greetings version to bring good luck to the new year, and a corporate festive special edition. “Let the packaging customers focus more on brand building and marketing and gain brand maximization is also an important basis for deepening cooperation between the two parties.” Chen Yufei commented on the prospects for cooperation between the two parties.

What else does Origin have in terms of differentiated product design and structure research? What kind of cute, eye-catching bottles and jars are designed in terms of brainstorming and inspiration?

Jiang Xianda calmly said that inspiration ideas come from many aspects: the needs of customers, the popular elements of the market, user experience, popular elements, the functional characteristics of the packaging and other aspects need a comprehensive consideration, the design of the packaging is not only practical and beautiful, but also for customers Brand differentiation brings value. Taking the rice pot as an example, the side of the pot is designed to have a concave arch structure, which will make the tank full of heavy rice not only avoid collisions and scratches, but also strengthen the pressure bearing capacity of the tank body. The golden overall image plus the golden upper and lower cover, the consistent color of the pull ring and the main visual color will also enhance the texture of the product, reminiscent of the precious and hard-won rice. The reason why the design of 300 grams is also because of the characteristics of consumers who don't often cook for Millennials.

“Product design plays a key role in advancing the entire project and determines whether the customer accepts our products and guides future product development. The goal of differentiated products is to help customers increase their added value, starting with packaging design and providing overall customer satisfaction. Packaging products and services: Packaging design should cater to the psychological needs of consumers, highlight the individualization of products, and reflect the higher-end and differentiated image. The core is to meet the needs of customers.” Chen Yufei emphasized the importance of product design.

In the research and development of cans and lids' process standards, quality standards, and inspection standards, Origen has drawn lessons from the traditional production process manufacturing experience. Due to the greater strength of the striated tanks, the paint film is resistant to scratches, stretch, etc. Processing performance puts forward higher requirements. To meet the canning production, filling and sterilization conditions, and the inner wall of the tank to meet the safety issues of food and beverages, we must choose a reasonable internal and external coating system to meet the canning process on the paint film tensile, anti-scratch and other mechanical processing performance, the key Is to determine the inner coating, outer coating system, top and bottom cover type materials and other technical indicators and criteria for the determination, for this purpose, Origen in conjunction with the various coating suppliers to jointly solve the product process problems.

Origen's research on differential product filling technology is remarkable. Due to the adoption of new and differentiated can-type packaging products, the customer's filling process has also been changed. The empty cans' conveying and filling processes need to be reformulated or optimized in terms of quality standards and inspection standards.

In order to achieve novel and differentiated packaging, the axial expansion ribbing process is adopted in the canning design. Compared with the radial reinforcement ribs, the can body loses the negative pressure resistance strength, and the vacuum degree of the beverage is about 0.03-0.05 MPa, resulting in irrigation. After the installation, there was a problem with beverage cans and tins. to this end. Based on its successful experience in two-piece can filling technology, Origen uses precise nitrogen injection filling technology. It is filled with liquid nitrogen before sealing. After sealing, liquid nitrogen is vaporized in the tank to generate positive pressure. The tank internal pressure solves the problem of helium tanks.

Although the liquid nitrogen filling technology for two-piece cans has matured, there are still many uncertain factors for the three-piece cans. These factors include headspace, time to fill the lid, temperature of the product, surface characteristics of the product, smoothness of movement from filling to capping, and liquid nitrogen. In order to achieve precise nitrogen filling and filling purposes, Origen borrows from the experience of JDB's production of herbal tea beverages to identify influencing factors and control them in a targeted way. At the same time, it provides customers with a complete set of technical support to help customers use smoothly. These new types of packaging products.

“Taking the key points into full play and leveraging the collective wisdom of the team, Origen has taken a real and differentiated approach to product design. As the society becomes more diverse and fashionable, the consumer groups are younger and more individualized. The future of creative packaging will become a development trend and will inevitably be loved by the young consumer groups. The emergence of differentiated packaging products will bring about a whole new situation for the entire packaging industry.” Chen Yufei is full of confidence in the future prospects of differentiated packaging.

It is imperative for food packaging to avoid thousands of products

Why should we take the road to differentiate packaging? According to Zhou Yuan, vice chairman of Origen Packaging Co., Ltd., differentiation is an important development strategy for Origen’s continued rapid win in the future. The road to differentiation in the metal packaging industry is determined by various factors such as different consumption times. At present, China's canned foods have not yet reached the level of developed countries in the domestic consumption sector. Consumers need more product categories, so that existing products can get rid of the "thousands of goods in one side" situation in similar products, therefore, the difference in packaging products Imperative.

“At present, the domestic packaging industry is not new in design, and competition in the market homogeneity is serious. Orignin’s Packaging Can add new added value to food companies through product subtle adjustments and changes in packaging, in order to allow food companies to change their concepts and adopt packaging. Improve product quality and add value to the product.” Zhou Yuan emphasized again that differentiated packaging is imperative.

People in the industry believe that in recent years, the domestic food and beverage market has experienced low consumption, and the demand for differentiated products is very strong. Through the implementation of differentiated projects, customers can build up their awareness and trust in products or services. Because differentiated products make end consumers lack product choices that are comparable to them, they reduce price sensitivity and bring higher added value to customers, which can increase profitability.

Occupy the highland of metal packaging industry with continuous innovation

“Origin's products once again won the international packaging industry awards, which fully proves that Origen’s product design and R&D capabilities are in the forefront of the industry.” For the annual summit held at the annual summit of The Canmaker Summit held in Lisbon, Portugal in early November this year, they won 3 awards. For Rui Jin, vice chairman of the board, Zhou Yuan is indeed a happy event to be celebrated.

Zhou Yuan told reporters that the award-winning canned products have a better market response. Among them, Kangzhiwei hot pot scented oil jars, which have won the silver award for food products, have now entered the major Sichuan flavor hotpot restaurants in China and become a beautiful landscape on the public table.

At CBB, Origyn’s special booth has fully demonstrated its open ideas for innovation and innovation. It is packed with various models and shapes of two-piece cans and three-piece cans in a variety of shapes and shapes. A spiraling stand on a gradually rising, far-sighted colored note. Many people came to consult and discuss cooperation intentions.

The reporter saw the rice metal cans mentioned by Jiang Xian, the product manager of the Origian R&D center. The rice packaging commonly seen on consumer days is mostly plastic or bulk, and a certain brand of rice on the stand is actually packed in cans. According to the staff, this is a new form of food packaging. After the small packaged rice is opened, it can satisfy the consumption of a family meal and avoid the risk of food deterioration after the traditional large package is opened.

Sure enough, this drum drum, which won the bronze medal in food cans at the annual summit of the Canmaker Summit in November, can be packed with unique packaging of rice, peanuts, or other contents, and has increasingly entered the food and beverage industry. Meet the needs of different customers for high quality and personalized.

When talking about the development trend of the global metal packaging market in the next ten years, Zhou Yuan, a young vice chairman of Shaoxing Group, said that “the growth is promising” predicts the development prospects of the industry with figures.

“Over the next decade, the global metal packaging market is expected to achieve an average annual growth rate of 3%, and the total revenue will reach US$150 billion by 2026.” His pre-judgment on the market capacity of metal packaging is based on two key criteria: First, The changing lifestyle of many consumers around the world, consumers who are struggling with time are increasingly choosing pre-processed foods and vegetables packed in Metal Containers. According to an industry analysis report, sales of canned fruits and vegetables will increase rapidly. The second is that metal packaging can protect the contents from microbial contamination, which is especially important for developing countries that can only make limited use of frozen foods.

From the perspective of market trends, some high-end canned beer manufacturers have begun to require beverage can packaging companies to use 360-degree designs, holographic anti-counterfeit labels, and custom packaging to appeal to niche consumers. The digital printing technology used by the company meets the requirements of small batch production while ensuring that the cost of each product will not increase substantially. Zhou Yuan believes that in the fast-moving consumer goods market, customized limited-edition packaging such as special-shaped metal packaging products such as special-shaped cans will be increasingly favored by consumers.

After the first move. Although Origin, which is currently in the rising stage of development, is in a leading position in the industry development, it is still difficult for its competitors to compete with each other. However, it is commendable that it still maintains the consciousness of continuous development and remains firmly on the path of continuous innovation.