[Unique ingenuity] Exquisite packaging hides ingenious design ideas to help brand building and promotion. An interview with Annie Lam, CEO of Yongwei Packaging and Printing Company
Gift giving requires more than just the thought behind it. Beautiful and exquisite packaging can also be the finishing touch, making the recipient feel pleasantly surprised and valued. Various types of packaging are commonplace in our daily lives. Although they may seem ordinary on the surface, they are actually very complicated upon closer inspection. Yongwei Packaging Printing, which has been specializing in various packaging printing for more than 40 years, is experienced and not only has its own factory in the Mainland, but also adheres to the principle of environmental protection to reduce waste. Chief Executive Officer Annie Lam stressed that all printed materials are designed to be both beautiful and practical to help brands conduct effective marketing.
●Yongwei’s business covers a wide range, including biodegradable plastic bags, environmentally friendly bags, non-woven bags, paper bags, packaging cartons, barcode stickers and various packaging accessories.
Taking into account both aesthetics and practicality to help promote the brand. For a brand, packaging is an indispensable part of brand image building. It determines the consumer’s first impression of it, and its importance can be imagined. The beauty of packaging cannot be ignored, but if the functionality can be taken into account at the same time, wouldn’t it be killing two birds with one stone? Annie believes that the trend of packaging design has changed, from only focusing on aesthetics to adding more functions and improving practicality. “Each brand has different design requirements, but they all want to be innovative and attract attention, so they are paying more and more attention to the practicality of packaging, such as using a drawer-style design to increase storage space and avoid being flashy.” Sometimes customers will ask for some For requests that are difficult to implement, Annie will try her best to balance the needs of all parties through communication, hoping that the finished product can meet their expectations in terms of cost, delivery time, and promotion.
●Many mid- to high-end brands and well-known hotels, such as Rosewood, W Hotel and Cova, are loyal customers of Yongwei Printing, and some of them have even cooperated for more than ten years.
With our own factory, we strictly control the quality and effectively control the cost and output. As customers’ requirements become higher and higher, the packaging design becomes more complicated and cumbersome, and it is not uncommon for the quality of finished products to be less than ideal. “It is quite common for the quality of the finished product to be less than ideal, including color difference, poor printing effect, material problems, etc., which fail to meet the customer’s expectations.” Annie admitted that repeated changes would greatly increase costs, but being careless would also result in losses. Losing customer trust is undoubtedly a small loss for a big one, and the gain is not worth the loss. Fortunately, Yongwei has its own factory in the mainland, which strictly controls the quality of finished products and prevents problems of uneven quality from occurring. In addition to effectively controlling costs and quality, having one’s own factory also places less restrictions on printing quantities. “We can decide our own MOQ (minimum order quantity), so even if the customer’s order quantity is not large, we can still take care of their needs.” The impact on the environment, responding to environmental protection concepts and avoiding waste are the topics that Yongwei has always been committed to studying. “Environmental protection is the general trend of the times and a civic responsibility that everyone must fulfill.” Yongwei is fully aware of the importance of environmental protection. He has started using biodegradable materials to produce paper many years ago, and his factories in the Mainland have also been recognized by the FSC forest management certificate. And cooperate with suppliers who have the same environmental protection concept. At the same time, Annie is committed to lobbying customers to use more expensive but environmentally friendly raw materials. Facing the difficulties caused by the epidemic side by side with employees and feeling pessimistic about the prospects. The epidemic has plunged industries such as hotels and retail into a cold winter, and the demand for printing has therefore dropped rapidly, which has more or less brought a certain blow to Yongwei. Faced with a slump in business, Annie frankly said that she could only increase revenue and reduce expenditure, try to reduce costs, and adhere to the principle of “saving when necessary”. Even when faced with difficulties, she never thought of laying off employees or cutting salaries. “As a company with social responsibility, we will work hand in hand with our employees to tide over the difficulties.” Annie is also pessimistic about the future prospects of the industry. “Different from traditional printing industries such as book printing, which are gradually being replaced by computer and mobile phone technology, Plastic bags and paper boxes are currently irreplaceable, but the continued increase in operating costs and customer loss have brought certain difficulties to our operations.
