Market Status and Causes of Jewelry Packaging
The jewellery packaging industry has now formed a preliminary scale. Only one place in Dongguan, Guangdong has gathered a large number of manufacturers, many of which are from Hong Kong. In terms of quantity, many companies and websites are now operating jewelry packaging, but from the perspective of development, they are still extremely immature, mainly manifested in a series of problems such as single varieties, backward design, and lack of industry standards.
Although new materials and new technologies provide new space for jewelry packaging design, such as resin, PVC, polyurethane, PU imitation leather, various new papers (grain paper, wood grain paper, etc.) are used. However, looking at the jewellery packaging products circulating in the market, the problems reflected in the design, such as lack of visual impact, lack of diversification of form and function, and serious imitation of each other, are still prominent.
The types of packaging on the market need to be enriched. Each major jewellery fair has some packaging booths. Most of them are from Hong Kong, Guangdong and Zhejiang. The quality of the products is mainly jewellery boxes, and the styles and shapes of the exhibits are basically the same. This seems to be incompatible with the ever-changing jewellery market and the growing aesthetic needs of consumers. The packaging of jade jewelry is even less optimistic. In many jewelry wholesale markets, the middle and low-grade flower pieces, the fingers, the playing pieces and so on are simple, even if the tens of thousands of A-hand bracelets are mostly simply wrapped in red paper. In the retail market, the packaging of traditional jade, jade, and pearls is relatively simple. There are three main reasons for this situation:
1. The modern jewelry industry started late.
Volkswagen's demand for jewellery has long remained at the level of preservation. Since jewellery is a luxury item, it will only have a larger market when the economy is developing rapidly and people's lives are relatively rich. In the past ten years, China's jewellery industry has begun to show its vitality. It has been driven by reform and opening up, and the market in the south is more active than the north.
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 have gradually transformed into modern design, and jewelry has also been affected. The distinctive sign that the modern jewellery industry differs from the traditional one is that it replaces workshop-style production with enterprise production, separation of design and processing, and the production process is subdivided and quantified. Modern jewellery design in China began in the 1990s. Prior to this, there was no professional jewellery designer, and the style of jewellery was mainly the imitation and modification of foreign styles. In the late 1990s, with the opening and preparation of jewelry design majors and studios in some institutions, the situation has changed a lot. The jewellery design is opened as a major in the university. It is different from the traditional jewellery industry's apprenticeship craftsmanship mode, which makes it gradually move closer to modern design. It also marks the birth of a new career of jewelry designers in China.
From the time point of view, the modern jewellery industry is very young, and the overall start is relatively late. The corresponding products matching with jewellery have not attracted the attention of the industry. In addition, due to the uniqueness of jewellery itself, its transformation from arts and crafts to modern design is not thorough. Due to the traditional processing methods, many links still need to be done by hand. Too much reliance on labor-intensive production also leads to jewelry and its The design of the supporting industry is less modern.
2, the industry is small
In addition to a few large jewellery companies in China, the size of jewellery factories is generally small, and they are not able to have their own packaging designers or custom-made packaging for certain jewellery. Producer River dealers usually buy packaged products directly, which can effectively reduce the cost, but it is easy to cause the shape and style of jewelry products and packaging to be misplaced.
At present, the jewellery packaging circulating on the market can be roughly divided into five categories, namely hard boxes, soft bags, cards, trays and props. They are mainly from small packaging companies. Due to the small scale and lack of funds, the design investment is inevitably insufficient. For a long time, jewelry packaging and gift packaging have been mixed together, sometimes replacing each other. Some jewelry packaging factories are directly converted from gift packaging factories, while others are engaged in jewelry packaging at the same time as the main gift packaging. standard.
3. Traditional marketing models and concepts do not pay attention to the promotion of brand image and thus neglect the value of packaging.
Jewelry is a special kind of commodity. Because its raw materials are very expensive, in the traditional marketing mode and concept, the light of raw materials often masks the value of style, crafts and brand. When the market is still immature, for ordinary consumers who lack the identification experience, “real price†seems to be more convincing than the brand, and consumers value the “gold content†of jewelry.
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