New economic views on the packaging box of the hot

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New economic ideas on drug packaging boxes

on the desk are two cardboard packaging boxes from two pharmaceutical companies, with a bright white background and bright colors on the left, as well as a embossed raised pattern; On the right, the gray background is dim and the tone is old; Take it up and touch it. The left hand feels smooth and gently squeezed. Your fingers can feel the elasticity and the straightness of the box; The one on the right feels rough and astringent. If it is squeezed slightly, it will easily lose its original shape. Obviously, the one on the left represents a new trend in drug packaging

the new concept that is gradually being recognized by industry insiders is: don't blindly save money on the packaging box. If you choose a better cardboard, you don't have to spend more money, and you may also find a small new economic growth point

1. Analyze misunderstandings

"the choice of cardboard for medicine boxes mainly depends on the manufacturer, although we will make some recommendations." Wang Weiping of Beijing Sitai Printing Co., Ltd. is familiar with the cardboard used in various drug packaging boxes. Her Sitai company specializes in the printing and production of cardboard medicine boxes. According to her introduction, at present, many domestic pharmaceutical enterprises choose relatively cheap white paper as the packaging material of medicine boxes, mainly for the purpose of reducing costs

"For the same packaging box, the average cost difference between high-grade paperboard and cheap paperboard is about 5 cents. Sometimes, due to the different printing quantity, the cost difference is oneortwo cents. However, domestic enterprises are generally unwilling to spend more money, and it is generally believed that if they can save, they will save. In fact, these enterprises have several misconceptions. For example, using high-grade paperboard to replace 300 grams of paperboard with a lower price does not need the same gram, Usually 250 grams is OK, but when domestic enterprises switch to high-grade whiteboard, they still insist on choosing 300 grams of paperboard, resulting in unnecessary waste; There are also enterprises that choose high-grade packaging cardboard only when the price of drugs is high. For low-cost drugs, of course, choose cheap cardboard; Some enterprises even require that the printed paperboard be covered with film because the low-cost paperboard is not crisp enough, which not only increases the cost, but also is not environmentally friendly. " Wang Weiping believes that the main reasons for enterprises to enter these misunderstandings are domestic enterprises' weak awareness of packaging economy and insufficient attention. In addition, the negative lessons of health products have also prompted some pharmaceutical enterprises to form these misunderstandings. Because the packaging of some health products in the market is too fancy and flashy, many domestic pharmaceutical enterprises have formed the idea that the packaging box should not be too gorgeous

in this regard, Caihong, Secretary General of the China Pharmaceutical Packaging Association, believes that at present, many domestic pharmaceutical packaging is not only backward in design, but also mostly uses gray bottom white board paper with recycled pulp as raw material, which is neither beautiful nor hygienic. Some toxic substances in recycled pulp still exist in packaging paperboard. The packaging size and design of some enterprises' products are unreasonable, and some color designs are not suitable for printing, especially the enterprises' lack of attention to the cartoning rate of paperboard, which have caused potential waste of funds. In this case, enterprises want to maintain a low packaging cost, which is bound to further reduce the grade of packaging boxes

2. Introduce the concept of yield

according to professionals, at present, the paperboard used in drug packaging boxes mainly includes gray bottom whiteboard with recycled pulp as raw material, white bottom whiteboard and white board with fresh wood pulp as raw material. In terms of white cardboard, the market is mainly divided into SBS and FBB. The former uses bleached chemical pulp as raw material and has a two-layer structure, which is characterized by high whiteness, but the stiffness and thickness of the same gram weight paperboard are poor; The latter uses bleached chemical pulp as the surface and bottom layer of paperboard, while mechanical pulp as the raw material to form the middle layer, forming a three-layer structure of paperboard. Its characteristics are that under the condition of the same gram weight, it has high thickness and good hardness, which brings good die-cutting effect and crease effect. Due to the poor structure of paperboard and different special engineering plastics, the gram weight of paperboard with the same thickness and stiffness will be different. At present, the pricing of white paperboard is based on weight, but the pricing of medicine boxes is based on pieces, that is, under the premise of the same weight of white paperboard, the thickness and stiffness of white paperboard are the same. If you choose a lower gram weight, its printing area will be relatively large, and the box delivery rate will be increased, thus reducing the cost of a single box

for this reason, someone introduced the concept of yield: when the thickness and stiffness of white cardboard are the same, the percentage of the difference between the grams of different white cardboard is called yield. For example, there are two kinds of white cardboard with the same thickness and stiffness. One kind of white cardboard weighs 300 grams, and the other kind of white cardboard weighs 270 grams. Compared with 300 grams of white cardboard, the yield of 270 grams of white cardboard is 10%. In other words, if you choose 270 grams of white cardboard, you will gain 10% more

according to Zhang Weimin, a professional of the Finnish forestry company, under normal circumstances, the yield of FBB is 7% to 10% higher than that of SBS, which is mainly due to the use of mechanical pulp in the middle layer of FBB. Under the support of mechanical pulp fibers, a relatively stable "Z" shape structure of the laboratory in Seattle, the United States, ensures the stiffness of white cardboard; At the same time, mechanical wood pulp fiber also brings the advantages of high thickness and low gram weight. Due to the poor quality of recycled wood pulp fiber, in order to meet certain stiffness requirements, the stiffness and thickness requirements can only be achieved by increasing the gram weight during use. In the cost calculation of paperboard, the introduction of the concept of yield will be much better than the traditional method of cost accounting only based on tonnage

Zhang Weimin believes that in addition to the above factors, it is also very important to pay attention to the added value brought by high-quality white cardboard. Higher stiffness and loose thickness will bring good die cutting and indentation effects to the paperboard, making the molding effect of the medicine box more stable and exquisite; For the medicine boxes that need to pass through the automatic packaging line, its good machine performance can improve the packaging speed and reduce the downtime and scrap rate caused by the poor molding of the medicine boxes, which is also a factor that cannot be ignored in reducing the comprehensive cost

3. Packaging creates value

"today, with the increasingly obvious homogenization of products, product packaging is becoming an effective way to distinguish their own products from other products." Said a manager of the material supply department of a pharmaceutical enterprise

according to Cai Hong, in recent years, with the rapid development of information technology and the pharmaceutical packaging industry, the international paper industry is also constantly penetrating into the packaging field. According to the characteristics of different industries and the special requirements of different products for packaging, various products with crisp appearance and economic rationality that can meet users' anti-counterfeiting, personalized design and easy printing have been developed. The quality of drugs is closely related to the packaging technology, packaging materials and automation level of drugs. But at present, the whole industry is still in a relatively primitive state in the design of outer packaging and the selection of paperboard. In particular, over the years, most domestic drugs have been sold to patients through hospitals, and patients have almost no choice over drugs, so it doesn't matter what the drug packaging is. With the reform of the medical system and the implementation of the classified management of drugs, the proportion of patients who choose drugs by themselves is greatly increased, and the beautiful packaging can cause impact on consumers' vision? Br a sense of trust in quality, thereby improving the desire to buy. Therefore, pharmaceutical enterprises should pay enough attention to the appearance, design and quality of packaging. Especially for OTC drugs, packaging will be an important means of market competition

"there are more than 1800 foreign-funded pharmaceutical enterprises in China, and 80% of the world's top 50 pharmaceutical companies have seized the Chinese market. These pharmaceutical enterprises mainly produce western medicine preparations, accounting for more than 30% of China's pharmaceutical market. In terms of packaging, most of them have maintained their own brand design characteristics and packaging materials, and only put on Chinese characters, they are still high-end, concise and contemporary." Cai Hong believes that, in contrast, OTC products of domestic enterprises have fallen behind in advertising. If the packaging design does not keep up, it is far from enough to rely on price advantages alone

according to Wang Weiping, pharmaceutical enterprises with foreign capital background generally attach great importance to drug packaging, because they believe that packaging is an important part of product image, and the internal and external appearance of products should be consistent. The packaging board of Beijing Novartis pharmaceutical company is the product of a European company. Talking about the reasons, Wang haopeng, the manager of the company's logistics department, said that we first attach importance to the reputation and product quality of suppliers. Now the products used are from suppliers of Novartis' European headquarters, which can meet the requirements of the headquarters for suppliers and meet international norms in terms of safety, environmental protection, health control and so on; The second is the price factor. Domestic paperboard suppliers have price advantages, but they still need additional certification fees to obtain recognition

it seems that there are a lot of economic knowledge on the packaging box, which is worthy of serious study by pharmaceutical enterprises

author/(Jiang Liyou) China Medical News

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