External Influences Will Impact Your Packaging外部因素將影響您的包裝

Consider this recent headline: “Tesco pledges to cut packaging by a quarter…”試想，最近這一標題： “ 特易購認捐包裝削減了四分之一... ”

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.超市巨頭Tesco今天承諾，減少了四分之一的經費用於包裝在品牌和自有品牌的產品在未來三年內。

Uh-Oh!嗯，噢！ Are you worried?你是否擔心？ Well, you should be.那麼，你應該。 External influences can shape the face of packaging materials for now and in the future.外部影響可以塑造面對包裝材料的現在和未來。 Many times this will be totally outside of your control.很多時候這將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.立法會頒布，有可能是一個產品的安全顧慮或其他事件一樣911 。 All of which could dramatically shape the success and failure of your product and its packaging.所有這一切都可能形成極大成功和失敗的產品和包裝材料。

Each January I write a packaging trends piece.每年1月我寫一個包裝件的趨勢。 It’s about where the packaging industry is going now and in the future and what external influences will drive that change.它是在包裝業將在現在和將來什麼外來的影響將推動這種變化。 Trends are an important predictor of where the market is moving.趨勢是一個重要的預測的市場感人。 Trends are more long lived than fads.趨勢是更長期生活比潮流。 Trends will influence product development for several years and sometimes they will become mainstream.趨勢將影響產品開發幾年來，有時，他們將成為主流。

After reading the headline above, what’s your gut reaction?看了上面的標題，什麼是你的腸道反應？ It better be that this is a serious trend.它得到更好的，這是一個嚴重的趨勢。 Not only is the reduction of packaging materials big news so is the use of environmentally friendly materials.不僅是減少包裝材料的大新聞，所以是使用環境友好材料。 What’s driving this trend?是什麼推動這一趨勢？ It is big box retailers like Wal-Mart and Tesco and more recently consumers.這是大盒零售巨頭沃爾瑪和Tesco ，最近消費者。

Read this paragraph:讀這一段：

BENTONVILLE, Ark., – Today at the second annual Sustainable Packaging Exposition, Wal-Mart Stores, Inc. (NYSE:WMT) released the initial results of its Packaging Scorecard. 阿肯色州本頓維爾-今天，在第二次年度可持續包裝博覽會，沃爾瑪公司（紐約證券交易所：沃爾瑪）公佈的初步結果，其包裝記分卡。 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. 該記分卡，這是上正式亮相克林頓全球倡議於2006年9月，並於二月1 ， 2007 ，評估沃爾瑪山姆會員店供應商的可持續性包裝，並提供改進建議。 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. 結果從第一個月的行動表明積極利用記分卡和濃厚的興趣從產品供應商，使他們的包裝更可持續的。 The scorecard implementation is Wal-Mart’s next step in moving toward achieving a five percent reduction in packaging by 2013. 實施的記分卡是沃爾瑪的下一步走向實現百分之五減少到2013年包裝。

Are you getting the message loud and clear?您是否獲得了信息響亮而明確的？ It is plain and simple, material reduction and more sustainable packaging materials.這是簡單明了，減少材料和更可持續的包裝材料。 If you are not considering this as part of your long term packaging plan, then you might have problems down the road.如果你不考慮這部分的包裝長期計劃，那麼您可能有問題的道路。 “Green” is here to stay this time. “綠色” ，是絕不會改變這個時間。

Besides the green movement what other factors can influence product packaging?除了綠色運動還有什麼其他因素也會影響產品包裝？ What about product security and integrity?什麼產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.鑑於皮疹最近產品召回（由於各種原因）產品安全已成為至關重要的。 States could enact legislation or at the very least mandate that your product packaging has a tracking device.國家可以制定法律，或至少任務，您的產品包裝上印有一個跟踪裝置。 Now this is not the same as RFID, similar, but not the same.現在，這是不一樣的RFID技術，類似的，但並不相同。 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.最新的設備讓您追踪所有產品的方式回到實地這是生長在和它提供了一個跟踪回來的每一步前進的道路。

Some retailers may mandate that RFID be included on all product packaging.一些零售商可能的任務， RFID技術被列入所有的產品包裝。 Will you be prepared?你會準備？ RFID interestingly is a two edged sword. RFID技術是一個有趣的兩個一把雙刃劍。 There are some watchdog groups the feel that the RFID mandate is being taken too far.也有一些監督組認為， RFID的任務是採取走得太遠。 That is tracking what you buy, how you use it and ultimately how you dispose of it.這是跟踪你買什麼，你如何使用它，並最終你如何處置。

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，一個主要出口要求其所有供應商不是唯一來源，但他們的產品包裝而不是來自中國，而是來自美國。 Trends like this are hard to ignore.這樣的趨勢難以忽視的。 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?如果您是外包您的產品和您的包裝，甚至只是包裝到另一國，你有“ B計劃”應在這發生在你身上？

It’s your product and you will need to package it properly while being careful to keep all the external influences in mind.這是你的產品，您將需要包裝的同時，小心，讓所有的外部影響在心。 The warning signs are out there.警告跡象了。 Its up to you to look for them and anticipate the possible influence on your product.其你們來看看他們和預測可能影響您的產品。

About the Author: 作者簡介：

JoAnn Hines is the Chief Executive Officer at JR Hines International, a firm providing consulting services in the packaging industry.海因斯是脫掉首席執行幹事乘坐JR海因斯在國際，該公司提供諮詢服務的包裝工業。 For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies. 30多年來，海因斯女士一直在從事包裝的趨勢，預測，意念/集思廣益和實施創新的新的包裝技術。

Need insights on packaging trends that can impact your business?需要了解包裝趨勢，可能影響您的業務嗎？ Get the Packaging Diva on your team.獲取包裝女神的團隊。 Visit訪問 PackagingUniversity.com to find out about the latest packaging innovations.了解最新的包裝創新。

How To Become A Wal-Mart Supplier如何成為沃爾瑪的供應商

Wal-Mart Stores, Inc. is the world’s largest retailer, with $218 billion in sales in the fiscal year ending January 31, 2002.沃爾瑪公司是世界最大的零售商，與二千一百八十○萬點零零零萬美元的銷售額結束的財年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.該公司擁有員工超過130萬同夥全世界超過3200設施，在美國和超過1100個單位，墨西哥，波多黎各，加拿大，阿根廷，巴西，中國，韓國，德國和英國。 More than 100 million customers per week visit Wal-Mart stores worldwide.超過100萬用戶每週訪問沃爾瑪全球。

Now, imagine having your product sold in their stores.現在，想像你的產品銷售商店。

From time to time we have customers ask us if we know how to introduce products into Wal-Mart or other large retail stores.我們不時有顧客問我們，如果我們知道如何介紹產品進入沃爾瑪或其他大型零售商店。 The answer we provide is, visit Wal-Mart’s corporate site and look under “答案我們提供的是訪問沃爾瑪的企業網站，並期待下“ Supplier Information供應商信息 “. “ 。

There, you will find a complete guide to becoming a Wal-Mart supplier.在那裡，你會發現一個完整的指南，成為沃爾瑪的供應商。 Some of Wal-Mart’s requirements include:一些沃爾瑪的要求包括：

• Completing the Supplier Questionnaire available on their web site完成問卷供應商可在其網站
• Listing your most recent financial information with Dun & Bradstreet (D & B)上市您最近的金融信息與鄧白氏（鄧白氏）
• Providing a copy of your most recent financial statements提供一份您最近的財務報表
• Providing Wal-Mart with a copy of your product liability insurance提供沃爾瑪一份您的產品責任保險
• Providing your Uniform Code Council (UPC) information提供您的統一代碼委員會（ 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.為了使您適當的機會正式分析，如果您的產品或服務適合在沃爾瑪的企業戰略或市場作為一個整體，沃爾瑪要求你回答以下關鍵問題。 These questions are great questions to ask yourself prior to bringing any product to market.這些問題都是偉大的問題要問自己事先將任何產品推向市場。

• Who is the customer with regard to age, average income, median family size, geographical location, population size and expected growth?誰是客戶方面的年齡，平均收入，中等家庭的面積，地理位置，人口規模和預期的增長？
• Where is the demand for your product going to come from in the future?哪裡的需求為您的產品將來自未來？
• How will this product help position Wal-Mart to take advantage of this future demand?如何將這種產品幫助的立場沃爾瑪利用這個未來的需求？
• How can Wal-Mart gain market share with your product and, at the same time, control the cost of doing business to maximize sales?如何才能沃爾瑪擴大市場佔有率的產品，並在同一時間，控制經營成本，以最大限度地提高銷售？
• Who is your direct competition in this market?誰是你直接的競爭在這個市場？
• Who is your indirect competition in this market?誰是你間接的競爭在這個市場？
• What added value does your product have over your competition that can be passed on to the customer?什麼附加值的產品不超過您的競爭，可以傳遞給客戶？
• How will your product impact other related products in Wal-Mart’s stores?如何將您的產品影響其他相關產品的沃爾瑪的商店？
• 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)?如何提高您的包裝形象和外觀，您的產品相比，目前沃爾瑪分類（即如何包裝銷售的產品） ？

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，有相當多的跑腿兒已發生之前，讓您的產品出售沃爾瑪...但有超過4300店全世界範圍內，即使是小訂單，沃爾瑪將不得不作出您的一天！

RFID Packaging For Wal-Mart RFID的包裝沃爾瑪

Do you do business with Wal-Mart?你做生意與沃爾瑪？

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，所有供應商到沃爾瑪將要求貼上特殊的無線電頻率識別，或標籤上所有貨箱和貨盤。

Many of the top suppliers are still trying to figure out all this out.許多主要供應商仍試圖找出這一切了。 How will these new tagging requirements affect them, as well as the effort necessary to meet the goal?如何將這些新的標記影響他們的要求，以及必要的努力，以滿足目標呢？ Several leading suppliers acknowledge it will be a huge effort.幾個主要供應商承認這將是一個巨大的努力。

Once again contract packagers across the national may be called upon to assist in this tagging challenge.再次合同包裝整個國家可能被要求在這方面提供協助標記的挑戰。 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.隨著這些新的工作範圍的要求真的沒有什麼不同市場變化的1980年期間的價格時，溶膠開設了第一價格會員倉儲式商店。 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.客戶所要求的東西有些不同，直到他們能夠找到或開發製造系統來處理這個問題的合同包裝可能有最少的成本，最有效，最快的解決方案來管理的機會。

Wal-Mart has identified several key advantages to having these RFID tags used…沃爾瑪已確定幾個關鍵的優勢，而這些RFID標籤使用...

• Better tracking and moving of inventory更好的跟踪和移動的清單
• Faster receiving and shipping更快的接收和航運
• Improved quality inspection改進質量檢查
• Fewer out-of-stock items resulting in improved shopper satisfaction較少的脫銷項目從而提高顧客滿意
• Greater predictability in product demand更大的可預測性的產品需求
• Better value for shoppers as efficiencies occur更好地為顧客價值作為效率發生
• The right products, in the right stores, at the right prices合適的產品，在正確的商店，在合適的價格

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標籤是沒有問題的今天和沃爾瑪已通知其20000供應商，他們將與他們一道工作，以處理和潛在的問題：

• 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標籤的成本30美分，今天與沃爾瑪希望的價格將推動至0.10美元範圍內，越來越多的供應商購買
• Lack of agreed upon industry standard缺乏商定行業標準
• Smart Tag technology is far from perfect, as about 20% of today’s tags do not function properly智能標籤技術是遠遠不夠完善，因為20 ％左右今天的標籤不正常
• Physical limitations of tags still exist, as tags can not be read through liquids or metals物理限制的標籤仍然存在，標籤無法讀取通過液體或金屬
• Nylon conveyor belts and other radio frequencies can disrupt the tags transmissions in warehouses尼龍輸送帶和其他無線電頻率可以破壞的標籤在倉庫傳輸

Wal-Mart is pushing the envelope of today’s tag technology before this technology is mature.沃爾瑪的信封推今天的標籤技術之前，這項技術已經成熟。 Suppliers too are challenged by the equipping of warehouses and trucks with devices to read data from the tags.供應商也受到質疑的裝備倉庫和卡車的設備讀取數據標籤。 These devices will have to have integrated readers that can return real-time information to corporate computer networks.這些設備將集成讀者，可以返回的實時信息公司的計算機網絡。 This means that there will be additional costs related to hiring tech consultants and additional hardware.這意味著將有更多的相關費用聘請科技顧問和額外的硬件。

Wal-Mart is asking nothing more creative than Sol Price did when he started selling multi-packs of product or larger size containers.沃爾瑪要求什麼更有創意的價格比太陽的時候，他開始出售多套的產品或更大尺寸的容器。 These companies have pushed the edge of the envelope out for the whole industry.這些公司把邊緣的信封了整個行業。

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.合同包裝是否有提供特殊處理和多包服務，倉庫俱樂部商店然後，許多人在我們的行業將有今年沃爾瑪的RFID標籤特殊處理服務。 Finding solutions for uncharted new packaging technology is what many contract packagers, including Aaron Thomas Company, do best.找到解決的辦法未知的新的包裝技術是許多合同的包裝，包括亞倫托馬斯公司，做最好的。

CNBC reported through MSN Money recently wrote, “Do you speak RFID? CNBC報導通過MSN貨幣最近寫道， “你講的RFID ？ Get used to it.已經習慣了。 This is the tech acronym most likely to get big media play in 2004.這是高科技的縮寫最有可能獲得大媒體在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.它站在來回無線電頻率識別跟踪，並與沃爾瑪，美國五角大樓，維薩和美國運通背後，這項技術將產生大量的興奮。 “聽起來很像我們讀到2000年幾年回來。

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.四上市公司被確定觀看：斑馬技術和Printronix公司作為他們都是條碼打印機製造商正在擴大到RFID打印， Checkpoint Systems公司製造集成系統的零售安全系統，和Symbol技術製造的無線網絡的需要收集數據從RFID標籤。