Thoughts on Packaging Design of Characteristic Products in Jiangxi (I)

Abstract : The article starts with the characteristics of Jiangxi specialty products, analyzes the status quo of Jiangxi specialty product packaging, and then discusses the strategic value of specialty product packaging, and the development direction of Jiangxi specialty product packaging.

Keywords: specialty products; packaging design; humanistic spirit

The resource-rich Jiangxi has always been Wuhua Tianbao, which has many special products and is known throughout the country. In recent years, Jiangxi has done a lot of work in strengthening the competitiveness of specialty product manufacturers. At the special product display trade fairs in Beijing and Shanghai, Jiangxi featured products have also obtained good economic and social benefits.

Compared with previous years, the product quality and appearance packaging of many varieties have greatly improved. However, there are still quite a few distinctive Jiangxi specialty products that cannot meet the needs of the tenants due to problems such as poor product image and unreasonable packaging strategies. Therefore, starting from the aspect of packaging design to exert the advantages of various high-quality native products is a breakthrough to enhance the overall image of Jiangxi specialty products.

1 Jiangxi's characteristic product types, characteristics and packaging design status

1.1 Jiangxi specialty product types and characteristics
Jiangxi is located near the Tropic of Cancer and has a warm climate and plenty of rainfall. The subtropical humid climate is very conducive to the growth of crops. The superior geographical environment has made Jiangxi a large agricultural province since ancient times. Therefore, Jiangxi's specialty products are mainly divided into two categories.

1) Agricultural and sideline products such as rice noodles in Nanchang, tea cakes in Jiujiang, Yunwu tea in Laoshan, four special sprinkles of banyan trees, navel oranges in southern Fujian, tangerines in Nanfeng, and Emei green tea in Wuyuan;
2) Arts and Crafts: such as ceramics in Jingdezhen, dragon's tail in Wuyuan, etc. The agricultural economy is the main economy in Jiangxi. There are numerous varieties and varieties of agricultural and sideline products. The support of agricultural economy has made Jiangxi special products with natural and rich varieties.

1.2 Status Quo of Jiangxi Product Packaging Design

In the past, the packaging level of specialty products in Jiangxi was low, and even many agricultural products were in the state of naked packaging and could not meet the needs of consumers. For example, the well-known Nanfeng oranges and Gannan navel oranges have long been used in the packaging of bamboo rafts that have not been processed in depth, causing great potential safety hazards when they are used. The well-known Sino-foreign wines have always used monotonous glass bottles. The product structure is too single and does not have market competitiveness. Driven by the market competition, some special production enterprises in Jiangxi, especially some large-scale production enterprises, have realized the importance of packaging strategies, continuously improved their product image, and received better market returns. Now, Nanfeng Orange, Gannan Navel Orange, etc. have begun to use corrugated boxes for packaging and decoration, safe and beautiful, and the market share has increased year by year. Jiangxi Si Te Group, in the product packaging to highlight the product's own unique culture, combined with Jiangxi unique ceramic culture, using Jingdezhen ceramic products for packaging, while the product structure was adjusted to form a high school, low, high, medium and low products Series, to achieve market sales of several hundred million yuan. And exported to Southeast Asia, South Korea, Australia and other countries.

However, more special production enterprises, especially small and medium-sized production enterprises, have not been able to fully realize the strategic value of packaging design due to production funds, production scale, and other reasons, and faced with elimination under the severe market competition mechanism. Jiujiang Tea Cake, which is very characteristic of Jiangxi, has always been packaged in a single plastic package and cannot achieve market breakthroughs. Jinggangshan Red Rice is one of the well-known specialty products in Jiangxi. Last year, merchants in Guangdong Province ordered large quantities of red rice. However, due to irregular packaging of the product and insecure product image, the business opportunity was missed.

Jiangxi's specialty products are mainly agricultural and sideline products. In the traditional ideology, the production and sales of agricultural products have always been confined to geographical areas, so the product image strategy is easily overlooked. Nowadays, the development of logistics and fierce competition make traditional agricultural products face external challenges. In particular, China has joined the WTO and is facing international opportunities and challenges. Under the internationalized competition mechanism, breakthroughs in regional restrictions and international strategic vision are important ways for traditional agricultural products to be fundamental and seek development.

2 Strategic Value of Jiangxi Product Packaging Design

Packaging design is an accessory of the product and is an important means to realize product value and use value. From the analysis of the status quo of specialty product packaging design in Jiangxi Province, it can be seen that excellent packaging design strategy has important strategic significance for improving product image and enhancing product competitiveness.

2.1 The value of market competition

Packaging design is an important part of product design and directly affects the fate of the product in market competition. In addition to providing the most essential functions of product protection, transportation, and use, modern packaging design can also bring unexpected product added value. This added value comes from the brand value of the product _2J, which is the integrated product image and corporate image of packaging design. Brand value awareness is the most lacking concept in Jiangxi specialty product packaging design. Modern brand value is an intangible asset and powerful driving force. Coca-Cola, the world's most valuable brand, has far more value than the product itself. But don't forget that the quality of the product itself is the root cause of the brand value of the product.

2.2 Cultural Value

The cultural value of product packaging comes from two aspects: on the one hand, the traditional culture of the product itself. Jiangxi's specialty products have a long history. After years of scouring, all kinds of specialty products have undergone long-term cultural accumulation. Among the specialty products in Jiangxi, Jingdezhen's ceramics are the most representative ceramics. Jingdezhen's ceramic culture enjoys an international reputation. It even exceeds Jingdezhen's current ceramic industry, and of course, tea culture, wine culture, and so on. The packaging design of products naturally needs to reflect the unique culture, and on the other hand, it is corporate culture. Compared with ordinary product companies, the corporate culture of specialty products has uniqueness. It is based on the traditional culture of products, which makes them have a strong cultural atmosphere from the very beginning. Distilling and sublimating this culture is also the mission and responsibility of product packaging. The cultural value of product packaging is an important way to enhance product image and broaden the market.

2.3 Social Value

Packaging design builds a bridge between products and society, so to a certain extent, product packaging bears the responsibility of product manufacturing companies for society. Internally it must ensure the safety of its internal product quality; external it must provide consumers with complete product information to avoid misleading consumers. The traditional culture of corporate culture and products carried by featured product packaging design is also an integral part of social culture. The promotion of traditional culture, correct guidance of consumers is the mission of specialty product packaging, and it is also a concrete embodiment of its social value.