External Influences Will Impact Your Packaging外部因素将影响您的包装

Consider this recent headline: “Tesco pledges to cut packaging by a quarter…”试想，最近这一标题： “ 特易购认捐包装削减了四分之一... ”

Supermarket giant Tesco today pledged to reduce by a quarter the amount of packaging used in both branded and own-label products within the next three years.超市巨头Tesco今天承诺，减少了四分之一的经费用于包装在品牌和自有品牌的产品在未来三年内。

Uh-Oh!嗯，噢！ Are you worried?你是否担心？ Well, you should be.那么，你应该。 External influences can shape the face of packaging materials for now and in the future.外部影响可以塑造面对包装材料的现在和未来。 Many times this will be totally outside of your control.很多时候这将是完全不在你的控制。 Legislation could be enacted, there could be a product security scare or another incident like 911.立法会颁布，有可能是一个产品的安全顾虑或其他事件一样911 。 All of which could dramatically shape the success and failure of your product and its packaging.所有这一切都可能形成极大成功和失败的产品和包装材料。

Each January I write a packaging trends piece.每年1月我写一个包装件的趋势。 It’s about where the packaging industry is going now and in the future and what external influences will drive that change.它是在包装业将在现在和将来什么外来的影响将推动这种变化。 Trends are an important predictor of where the market is moving.趋势是一个重要的预测的市场感人。 Trends are more long lived than fads.趋势是更长期生活比潮流。 Trends will influence product development for several years and sometimes they will become mainstream.趋势将影响产品开发几年来，有时，他们将成为主流。

After reading the headline above, what’s your gut reaction?看了上面的标题，什么是你的肠道反应？ It better be that this is a serious trend.它得到更好的，这是一个严重的趋势。 Not only is the reduction of packaging materials big news so is the use of environmentally friendly materials.不仅是减少包装材料的大新闻，所以是使用环境友好材料。 What’s driving this trend?是什么推动这一趋势？ It is big box retailers like Wal-Mart and Tesco and more recently consumers.这是大盒零售巨头沃尔玛和Tesco ，最近消费者。

Read this paragraph:读这一段：

BENTONVILLE, Ark., – Today at the second annual Sustainable Packaging Exposition, Wal-Mart Stores, Inc. (NYSE:WMT) released the initial results of its Packaging Scorecard. 阿肯色州本顿维尔-今天，在第二次年度可持续包装博览会，沃尔玛公司（纽约证券交易所：沃尔玛）公布的初步结果，其包装记分卡。 The scorecard, which was officially unveiled at the Clinton Global Initiative in September 2006 and launched on February 1, 2007, evaluates Wal-Mart and Sam’s Club suppliers on the sustainability of their packaging and offers suggestions for improvement. 该记分卡，这是上正式亮相克林顿全球倡议于2006年9月，并于二月1 ， 2007 ，评估沃尔玛山姆会员店供应商的可持续性包装，并提供改进建议。 The results from the first month of operation show active use of the scorecard and a strong interest from product suppliers to make their packaging more sustainable. 结果从第一个月的行动表明积极利用记分卡和浓厚的兴趣从产品供应商，使他们的包装更可持续的。 The scorecard implementation is Wal-Mart’s next step in moving toward achieving a five percent reduction in packaging by 2013. 实施的记分卡是沃尔玛的下一步走向实现百分之五减少到2013年包装。

Are you getting the message loud and clear?您是否获得了信息响亮而明确的？ It is plain and simple, material reduction and more sustainable packaging materials.这是简单明了，减少材料和更可持续的包装材料。 If you are not considering this as part of your long term packaging plan, then you might have problems down the road.如果你不考虑这部分的包装长期计划，那么您可能有问题的道路。 “Green” is here to stay this time. “绿色” ，是绝不会改变这个时间。

Besides the green movement what other factors can influence product packaging?除了绿色运动还有什么其他因素也会影响产品包装？ What about product security and integrity?什么产品的安全性和完整性？ Given the rash of recent product recalls (for a variety of reasons) product security has become paramount.鉴于皮疹最近产品召回（由于各种原因）产品安全已成为至关重要的。 States could enact legislation or at the very least mandate that your product packaging has a tracking device.国家可以制定法律，或至少任务，您的产品包装上印有一个跟踪装置。 Now this is not the same as RFID, similar, but not the same.现在，这是不一样的RFID技术，类似的，但并不相同。 The latest devices allow you to track products all the way back to the field it was grown in and it provides a track back for every step along the way.最新的设备让您追踪所有产品的方式回到实地这是生长在和它提供了一个跟踪回来的每一步前进的道路。

Some retailers may mandate that RFID be included on all product packaging.一些零售商可能的任务， RFID技术被列入所有的产品包装。 Will you be prepared?你会准备？ RFID interestingly is a two edged sword. RFID技术是一个有趣的两个一把双刃剑。 There are some watchdog groups the feel that the RFID mandate is being taken too far.也有一些监督组认为， RFID的任务是采取走得太远。 That is tracking what you buy, how you use it and ultimately how you dispose of it.这是跟踪你买什么，你如何使用它，并最终你如何处置。

Recently, a major outlet demanded that all their vendors not only source their products but their packaging not from China but from the US.最近，一个主要出口要求其所有供应商不是唯一来源，但他们的产品包装而不是来自中国，而是来自美国。 Trends like this are hard to ignore.这样的趋势难以忽视的。 If you are outsourcing your product and your packaging or even just the packaging to another country, do you have “Plan B” in place should this happen to you?如果您是外包您的产品和您的包装，甚至只是包装到另一个国家，你有“ B计划”应在这发生在你身上？

It’s your product and you will need to package it properly while being careful to keep all the external influences in mind.这是你的产品，您将需要包装的同时，小心，让所有的外部影响在心。 The warning signs are out there.警告迹象了。 Its up to you to look for them and anticipate the possible influence on your product.其你们来看看他们和预测可能影响您的产品。

About the Author: 作者简介：

JoAnn Hines is the Chief Executive Officer at JR Hines International, a firm providing consulting services in the packaging industry.海因斯是脱掉首席执行干事乘坐JR海因斯在国际，该公司提供咨询服务的包装工业。 For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies. 30多年来，海因斯女士一直在从事包装的趋势，预测，意念/集思广益和实施创新的新的包装技术。

Need insights on packaging trends that can impact your business?需要了解包装趋势，可能影响您的业务吗？ Get the Packaging Diva on your team.获取包装女神的团队。 Visit访问 PackagingUniversity.com to find out about the latest packaging innovations.了解最新的包装创新。

How To Become A Wal-Mart Supplier如何成为沃尔玛的供应商

Wal-Mart Stores, Inc. is the world’s largest retailer, with $218 billion in sales in the fiscal year ending January 31, 2002.沃尔玛公司是世界最大的零售商，与二千一百八十○万点零零零万美元的销售额结束的财年2002年1月31日。 The company employs more than 1.3 million associates worldwide through more than 3,200 facilities in the United States and more than 1,100 units in Mexico, Puerto Rico, Canada, Argentina, Brazil, China, Korea, Germany and the United Kingdom.该公司拥有员工超过130万同伙全世界超过3200设施，在美国和超过1100个单位，墨西哥，波多黎各，加拿大，阿根廷，巴西，中国，韩国，德国和英国。 More than 100 million customers per week visit Wal-Mart stores worldwide.超过100万用户每周访问沃尔玛全球。

Now, imagine having your product sold in their stores.现在，想象你的产品销售商店。

From time to time we have customers ask us if we know how to introduce products into Wal-Mart or other large retail stores.我们不时有顾客问我们，如果我们知道如何介绍产品进入沃尔玛或其他大型零售商店。 The answer we provide is, visit Wal-Mart’s corporate site and look under “答案我们提供的是访问沃尔玛的企业网站，并期待下“ Supplier Information供应商信息 “. “ 。

There, you will find a complete guide to becoming a Wal-Mart supplier.在那里，你会发现一个完整的指南，成为沃尔玛的供应商。 Some of Wal-Mart’s requirements include:一些沃尔玛的要求包括：

• Completing the Supplier Questionnaire available on their web site完成问卷供应商可在其网站
• Listing your most recent financial information with Dun & Bradstreet (D & B)上市您最近的金融信息与邓白氏（邓白氏）
• Providing a copy of your most recent financial statements提供一份您最近的财务报表
• Providing Wal-Mart with a copy of your product liability insurance提供沃尔玛一份您的产品责任保险
• Providing your Uniform Code Council (UPC) information提供您的统一代码委员会（ UPC ）的信息

In order to allow you the proper opportunity to formally analyze if your product or service fits within Wal-Mart’s corporate strategies or the market as a whole, Wal-Mart requires that you answer the following key questions.为了使您适当的机会正式分析，如果您的产品或服务适合在沃尔玛的企业战略或市场作为一个整体，沃尔玛要求你回答以下关键问题。 These questions are great questions to ask yourself prior to bringing any product to market.这些问题都是伟大的问题要问自己事先将任何产品推向市场。

• Who is the customer with regard to age, average income, median family size, geographical location, population size and expected growth?谁是客户方面的年龄，平均收入，中等家庭的面积，地理位置，人口规模和预期的增长？
• Where is the demand for your product going to come from in the future?哪里的需求为您的产品将来自未来？
• How will this product help position Wal-Mart to take advantage of this future demand?如何将这种产品帮助的立场沃尔玛利用这个未来的需求？
• How can Wal-Mart gain market share with your product and, at the same time, control the cost of doing business to maximize sales?如何才能沃尔玛扩大市场占有率的产品，并在同一时间，控制经营成本，以最大限度地提高销售？
• Who is your direct competition in this market?谁是你直接的竞争在这个市场？
• Who is your indirect competition in this market?谁是你间接的竞争在这个市场？
• What added value does your product have over your competition that can be passed on to the customer?什么附加值的产品不超过您的竞争，可以传递给客户？
• How will your product impact other related products in Wal-Mart’s stores?如何将您的产品影响其他相关产品的沃尔玛的商店？
• How does your packaging enhance the image and appearance of your product as compared to the current Wal-Mart assortment (ie how does the packaging sell the product)?如何提高您的包装形象和外观，您的产品相比，目前沃尔玛分类（即如何包装销售的产品） ？

As you can see, there is quite a bit of legwork that has to take place prior to having your product sold at Wal-Mart… but with more than 4,300 stores world-wide, even a small order from Wal-Mart would have to make your day!正如你可以看到，有相当多的跑腿儿已发生之前，让您的产品出售沃尔玛...但有超过4300店全世界范围内，即使是小订单，沃尔玛将不得不作出您的一天！

RFID Packaging For Wal-Mart RFID的包装沃尔玛

Do you do business with Wal-Mart?你做生意与沃尔玛？

Soon, all suppliers to Wal-Mart will be required to affix special radio frequency identification, or RFID tags onto all cases and pallets.不久，所有供应商到沃尔玛将要求贴上特殊的无线电频率识别，或标签上所有货箱和货盘。

Many of the top suppliers are still trying to figure out all this out.许多主要供应商仍试图找出这一切了。 How will these new tagging requirements affect them, as well as the effort necessary to meet the goal?如何将这些新的标记影响他们的要求，以及必要的努力，以满足目标呢？ Several leading suppliers acknowledge it will be a huge effort.几个主要供应商承认这将是一个巨大的努力。

Once again contract packagers across the national may be called upon to assist in this tagging challenge.再次合同包装整个国家可能被要求在这方面提供协助标记的挑战。 As these new scope of work requirements are really no different than changes in the marketplace during the 1980’s when Sol Price opened the first Price Club warehouse stores.随着这些新的工作范围的要求真的没有什么不同市场变化的1980年期间的价格时，溶胶开设了第一价格会员仓储式商店。 Clients are asking for something a little different and until they can find or develop manufacturing systems to handle the problem contract packagers may have the least cost, most effective, and quickest solution to manage the opportunity.客户所要求的东西有些不同，直到他们能够找到或开发制造系统来处理这个问题的合同包装可能有最少的成本，最有效，最快的解决方案来管理的机会。

Wal-Mart has identified several key advantages to having these RFID tags used…沃尔玛已确定几个关键的优势，而这些RFID标签使用...

• Better tracking and moving of inventory更好的跟踪和移动的清单
• Faster receiving and shipping更快的接收和航运
• Improved quality inspection改进质量检查
• Fewer out-of-stock items resulting in improved shopper satisfaction较少的脱销项目从而提高顾客满意
• Greater predictability in product demand更大的可预测性的产品需求
• Better value for shoppers as efficiencies occur更好地为顾客价值作为效率发生
• The right products, in the right stores, at the right prices合适的产品，在正确的商店，在合适的价格

The RFID tags are not without problems today and Wal-Mart has advised their 20,000 suppliers that they will work with them to address and potential problems: RFID标签是没有问题的今天和沃尔玛已通知其20000供应商，他们将与他们一道工作，以处理和潜在的问题：

• Tags cost thirty cents today and Wal-Mart hopes that the price will be driven down to the $0.10 range as more and more suppliers purchase them标签的成本30美分，今天与沃尔玛希望的价格将推动至0.10美元范围内，越来越多的供应商购买
• Lack of agreed upon industry standard缺乏商定行业标准
• Smart Tag technology is far from perfect, as about 20% of today’s tags do not function properly智能标签技术是远远不够完善，因为20 ％左右今天的标签不正常
• Physical limitations of tags still exist, as tags can not be read through liquids or metals物理限制的标签仍然存在，标签无法读取通过液体或金属
• Nylon conveyor belts and other radio frequencies can disrupt the tags transmissions in warehouses尼龙输送带和其他无线电频率可以破坏的标签在仓库传输

Wal-Mart is pushing the envelope of today’s tag technology before this technology is mature.沃尔玛的信封推今天的标签技术之前，这项技术已经成熟。 Suppliers too are challenged by the equipping of warehouses and trucks with devices to read data from the tags.供应商也受到质疑的装备仓库和卡车的设备读取数据标签。 These devices will have to have integrated readers that can return real-time information to corporate computer networks.这些设备将集成读者，可以返回的实时信息公司的计算机网络。 This means that there will be additional costs related to hiring tech consultants and additional hardware.这意味着将有更多的相关费用聘请科技顾问和额外的硬件。

Wal-Mart is asking nothing more creative than Sol Price did when he started selling multi-packs of product or larger size containers.沃尔玛要求什么更有创意的价格比太阳的时候，他开始出售多套的产品或更大尺寸的容器。 These companies have pushed the edge of the envelope out for the whole industry.这些公司把边缘的信封了整个行业。

Contract packagers were there providing special handling and multi-pack services for warehouse club stores then, and many within our industry will be there this year for Wal-Mart’s RFID tags special handling services as well.合同包装是否有提供特殊处理和多包服务，仓库俱乐部商店然后，许多人在我们的行业将有今年沃尔玛的RFID标签特殊处理服务。 Finding solutions for uncharted new packaging technology is what many contract packagers, including Aaron Thomas Company, do best.找到解决的办法未知的新的包装技术是许多合同的包装，包括亚伦托马斯公司，做最好的。

CNBC reported through MSN Money recently wrote, “Do you speak RFID? CNBC报道通过MSN货币最近写道， “你讲的RFID ？ Get used to it.已经习惯了。 This is the tech acronym most likely to get big media play in 2004.这是高科技的缩写最有可能获得大媒体在2004年。 It stands fro Radio Frequency Identification Tracking, and with Wal-Mart, the Pentagon, Visa, and American Express behind it, the technology will generate a lot of excitement.” Sounds a lot like what we read about Y2K a few years back.它站在来回无线电频率识别跟踪，并与沃尔玛，美国五角大楼，维萨和美国运通背后，这项技术将产生大量的兴奋。 “听起来很像我们读到2000年几年回来。

Four public companies were identified to watch: Zebra Technologies and Printronix as they are both bar-code printer makers that are expanding into RFID printing, Checkpoint Systems a maker of integrated systems for retail security systems, and Symbol Technology a maker of the wireless networks needed to collect data from RFID tags.四上市公司被确定观看：斑马技术和Printronix公司作为他们都是条码打印机制造商正在扩大到RFID打印， Checkpoint Systems公司制造集成系统的零售安全系统，和Symbol技术制造的无线网络的需要收集数据从RFID标签。