John Byron says those Australian packaging companies looking to source their boxes from Asia need to ensure they have processes in place to ensure they get the result they are looking for
In the last 12 months I’ve noticed some distinct changes taking place in the Australian box and carton market. It would appear that more and more cardboard packaging is coming into Australia from South East Asia. No surprise there, as more and more products get packaged at their Asian point of manufacture, but what I think is changing is the volume of packaging that’s being manufactured and imported.
Not only has this volume apparently increased but what also is starting to stand out is an improved quality, particularly in some folding cartons and point of sale corrugated packaging.
To elaborate, a trip to any local bulk supermarket, Aldi for instance, will reveal many pallet boxes which are becoming more attuned to the effectiveness of point of sale packaging. Loud, bold graphics with striking colours, glossy finish along with smooth forme cutting and creasing are now almost the norm. A far cry from the old one colour corrugated outers littered with jagged perforated edges.
I’ve recently seen some fine examples from Malaysia of flexo printed sheets laminated to corrugated board and precision forme cut that are as good as any traditional litho laminated cartons made in Australia, and purchased at an affordable price.
Unfortunately while the quality of print and finish is far better than it was not so long ago, it’s still a little surprising to hear frequent mention of Asian packaging failing in consistency, usually those coming from China.
Examples of board stocks changing in strength and rigidity from delivery to delivery can be very disappointing. Failed or extended delivery schedules are also a common problem. After the initial first delivery from China, the second or third may, for some, be their last.
So the purchase of cartons and boxes from some Asian countries can be a little risky, if not only for quality consistency, but also because it can be something of a money trap.
The old adage ‘you get what you pay for’ should not be ignored. Simple accounting will always fail when it attempts to take the place of marketing and sometimes can result in serious long term branding damage.
Another old phrase ‘if it ain’t broke don’t fix it’ also springs to mind when thinking of changing one’s packaging.
For instance, why change graphics, colours, finish and even box shape if it’s working at point of sale? The answer is usually a misguided belief it may improve sales.
With Australian-made boxes the cost of change to art, plates, cutting formes and the rest can be quite hefty so change is usually considered with caution. In addition any changes made are usually in moderation so as to protect the consistency of the brand.
However, when it comes to cheap packaging from Asia these changes are, much like the cost of manufacturing, quite inexpensive and may be made without hesitation.
To my knowledge there are only a handful of Australian suppliers who buy boxes out of Asia and ship to Australia with few problems. These operators start out by making sure all the structural and graphic design work is done first in Australia. That lays down all the manufacturing specifications that can then be followed with ease.
Regular visits to their Asian manufacturer ensure that the job goes through the production process with ease. There is no substitute for hands-on involvement, to simply place ones order and expect a trouble-free delivery to Australia is both unrealistic and somewhat naive. A cautionary note for those would-be brokers out there thinking they can make a quick buck out of cheap imported packaging.
Another benefit from using an Asian packaging supplier is the extra service one might take advantage of. Not only will some suppliers handle all your carton and box requirements but they will offer a service to pack your product, palletise it and handle all the shipping details. Put that together with a complete design service and you have a one stop shop capable of handling all your packaging requirements. A real bonus, particularly if you intend selling your product from the pallet as a floor display through stores like Aldi.
Another exciting and positive development to occur from the influx of Asian packaging is the variety of what can be made.
Hand gluing of cartons can really stretch the imagination of carton designers. To think outside the constraints of how flaps must be shaped and folded when passing through high speed gluing machines does not come easily to old structural designers like myself. Yet when one applies ones imagination one can see unlimited design opportunities that could transpire.
Window facing is another labour intensive task when done by hand that has few restrictions unlike the machines usually used for this.
Hand stripping of waste board from die cut sheets again, means fewer constraints. If a box design is too big for the printing and forme cutting machines then it is simple to make it in two or more pieces all hand glued together!
Not unlike Japanese car manufacturing of the 1960s where copying was the norm and quality was well, average, the Asian box and carton manufacturing industry is now going through many similar stages. Using Asian box manufacturers as copiers may achieve the desired result however, if handled through an Australian broker then make sure he/she has full control over the work and ask for examples and certainly recommendations.
The best advice I can give is to make sure you supply all the design and manufacturing specifications to work from. To simply make up some rough graphics and box shape and ask them to improvise will undoubtedly end with a poor job and a waste of time and money.
评论
收藏
打印
