Market Situation and Causes of Jewelry Packaging

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Published by
Jimmy at
June 05, 2018

Packaging is the outer garment of the product and it is an indispensable part of the product's value. It acts as a bridge and a link between the company and consumers. A successful jewelry packaging design not only packages jewelry products and attracts consumers to purchase, but also embodies the corporate cultural connotation and brand core values. The jewelry packaging industry has already formed an initial scale. From the quantitative point of view, many companies and websites now operate jewelry packaging. However, from the point of view of development, it is still immature, mainly because of its single varieties, backward design, and lack of industry. Standards and other issues.

Although new materials and new technologies have provided new space for jewelry packaging design, such as resin, PVC, polyurethane, PU leather, various new types of paper (textile paper, wood paper, etc.) have been used. However, looking at the jewelry packaging products circulating on the market, the problems reflected in the design such as the lack of visual impact, the lack of diversification of forms and functions, and the imitation of traces between each other are quite prominent. The variety of packaging on the market needs to be enriched. Each year, major jewelry and trade fairs have some packaging booths. Most of them are companies from Hong Kong, Guangdong, and Zhejiang. The quality of the display is mainly jewelry boxes, and the style and shape of the exhibits are basically the same. This seems to be incompatible with the ever-changing jewelry market and the growing aesthetic needs of consumers. There are three main reasons for this situation:

1, the overall start of the modern jewelry industry is relatively late

The demand for jewelry by the public has long stayed at a value-preserving level. Since jewelry is a luxury item, it will only have a larger market if the economy is developing rapidly and people are living more affluent. In the past ten years or so, China's jewelry industry has begun to show its vitality. Jewelry has a long history as a category of arts and crafts. After the 20th century, along with various changes in the art world, many traditional arts and crafts gradually transformed into modern designs, and jewelry was also affected. The distinguishing feature of the modern jewelry industry that distinguishes itself from tradition is the substitution of factory production for workshop production, design and processing separation, and the production process being subdivided and quantified. China's modern jewelry design began in the 1990s. Prior to this, there were no professional jewelry designers. The style of jewelry was mainly the imitation and modification of foreign styles. In the late 1990s, with the establishment and preparation of jewelry design professions and studios by some colleges and universities, the situation has changed a lot. The jewelry design is set up as a specialty in a university. It is different from the handicrafts of the traditional jewelry industry and gradually moves towards modern design. It also marks the birth of a new career for jewelry designers in China.

From a time point of view, the modern jewelry industry was very young and started late as a whole. The corresponding products matched with jewelry have not attracted widespread attention in the industry. In addition, due to the uniqueness of jewelry itself, its transformation from arts and crafts to modern design is not complete. Due to traditional processing methods, many links still need to be completed manually. Too much dependence on labor-intensive production also leads to jewelry and its The supporting industries have a low degree of design modernization.

2, the industry is smaller

In addition to a few large jewelry companies in China, the size of jewelry factories is generally relatively small, and they are restricted from owning their own packaging designers or customizing packaging for certain types of jewelry. Manufacturers' river dealers usually purchase packaged products directly. Although this can effectively reduce costs, it is easy to cause styling products to be distorted in terms of shape integration and style.

At present, the jewelry packaging circulating on the market can be roughly divided into five categories, namely, hard boxes, soft packs, cards, trays, and props. They mainly come from some packaging companies, and the investment in design will inevitably be insufficient. For a long time, jewellery packaging and gift packaging have been mixed together and sometimes replaced each other. Some jewellery packaging plants have switched directly from the gift packaging plant, while others have mainly made gift packaging and also jewellery packaging. Lack of norms and standards.

3, traditional marketing models and concepts do not attach importance to the promotion of brand image to ignore the value of packaging

Jewelry is a special kind of commodity, because its raw materials are very expensive, so in the traditional marketing mode and concept, the light of raw materials often cover the value of style, craft, brand and so on. When the market is still immature, for the average consumer who lacks identification experience, "genuine" seems to be more convincing than the brand. Consumers value the "gold content" of jewelry, thus ignoring the brand image and packaging of jewelry. value.