Entering December, it is a season of having hot-pot. The cute can which is used to accommodated sesame oil of hot-pot has become new characteristic in restaurants in Beijing, Chengdu and other cities .

How do you like when you hold the colorful and dumbbell-shape cans?Is it more joyful when children drink milk which is accommodated in fat and QQ-shape cans? What a happiness the bunker-shape cans of “ Let’s get married” appear in the wedding. Does the differential package provide more business opportunities for food manufacturing?

Under the circumstance of increasingly fierce competition and Chinese traditional manufacture industry actively exploring transformation and upgrading, consumers’ preferences are becoming increasingly prominent, and the package products, which are dominated by differential competition, are consistently showing a strong momentum of development. On the 12th CHINA BREW CHINA BEVERAGE (CBB) held recently in Shanghai, the exhibition booth of the Org Packaging Co.,Ltd.  (now known as Org Technology Co.,Ltd. ) attracted many professional audiences whose beverage cans they hold in hands are in shapes of dumbell, bowl and bottle even adorable QQ instead of a simple can. Besides fruits and beverages, rice, desserts, snacks and condiments all be loaded into colorful cans to be the contents. It turns out that ordinary metal cans could be both beautiful and practical.

Preempting the market with abundant comprehensive strength

Good news came this early November from The Canmaker Summit held in Lisbon, Portuguesa that the Org Packagig Co.,Ltd won three awards in The Cans of the Year Award, namely Silver Award for Three-Piece Can of Beverage with the jourd can of Su He yellow peach shake, Bronze Award for Three-Piece Can of Food with the  dumbell can of Nong Ren Peanut and Silver Award for Two-Piece Can of Food with the Mini can for hotpot sesame oil. This is the third year the  the Org Packaging Co.,Ltd  got this award, which proved that its products design and strength of research and development  have been accepted by the authoritative experts and peers of the international metal package industry.

To be successful, many factors need to be take into consideration. There is a higher threshold for metal package industry to achieve differentiation, which prevents the involvements of low profit enterprises and allows the Org with comprehensive strength to seize the opportunity. Like a man of talent must have been prominent while other conditions are equivalent. Under the context of beverage package consuming market developing toward personalized, business brought by innovation are decreasing in risk, which provides more opportunities for Org’s road of innovation. 

Chen Yufei, the vice president of the Org Packaging Co.,Ltd, who is mainly in charge of research and development, treats the package market in a precise and clear way. He said, “ many beverage manufacturers tend to pursue products innovation and package creativity in face of the constant change of market consumption demand, which urges the package manufacturers to seek for innovation and to strive to stand out in the seriously homogeneous market to meet the demands of the clients. 

In terms of the position of products differentiation, Chen believes that to meet the needs of segment markets, new industry filed, special clients and final consumers, we need to combine the demands of the market and clients, recombining and innovating the existing technology, adopting systematic product design, development and relative supporting service system.

According to industry insiders, “ the Org is fully qualified and capable of providing customized service as they possess abundant technical resources and has set up a specialized R & D center with superior experiment condition and cultivated or brought in personnel in addition to nationwide customer resources and sales network.

The analysis is very reasonable. In view of the comprehensive strength of the Org in recent years, its position, capital strength as well as the supply chain advantage is remarkable, which is difficult for other packaging enterprises to achieve at present.

Zhou Yuan( the left one), the representative of O.R.G. , accepted the prize at the submit of CANMAKER

Quick decision mechanism to ensure the success of creativity

At present, the competition of the downstream industry of packaging industry in our country intensifies,  and new business opportunities emerge constantly with the quickened progress of the market segmentation.

Jiang Xianda, the product manager of the  R & D center, who is only 30 years old, said proudly, “ the Org is doing the best in product design and implementation in the domestic industry.” The R & D team already can work independently. Most of the differentiated products they designed together have been put into mass production, and have applied and affirmed by many users.

He told the reporter, “ There are many dedicated designers in out R & D center and the company is of complete either hardware or software, like trial production equipment of specialized point moving test equipment and powerful laboratory which allows designers to test their ideas, as well as 3D printer and various kinds of genuine design software.”

In terms of design capability, taking the pattern design of shallow two-piece cans as an example,  we need to consider the deformation of printing patterns and the tensile properties of ink in the tank at the same time. It is also necessary to consider whether the high temperature sterilization process after filling will destroy the paint coating and ink loss of light. These problems are difficult to be solved without comprehensive theoretical basis, technical experience and company test conditions.

Jiang Xianda said of these details with pleasure in his face, “ The company's rapid decision-making mechanism is what pleases the developers the most.” The market changes so rapid as the customers’ demands that long-term homogenized products are difficult to take a seat on the market, and rapid decision-making mechanism is an important condition to ensure the success of differentiated products. "

Strong design ability to meet customer's individualized demand

Over the years, a successful solution may be quickly replicated by competitors, because of the low cost of imitating products and services in various industries,  which upsets the managers of many corporations. Powerful enterprises begin to innovate on the basis of a large amount of capital and unreachable technological strength, trying to get rid of competitors or imitators.

According to Jiang Xianda, “ first, we attach great importance to the protection of intellectual property rights. Before going public, we will make patent application and layout of every product innovation point; moreover, we are already developing the next generation of products while we are launching a new product. Only by doing so can our innovation remain competitive for a long term.”

In terms of the differential landing capacity, its core competence includes four aspects: market grasp, design, test and mass production. As the profit of the packaging industry is tightly attached to  the upper and lower reaches, the gross profit margin of the packaging industry is converging thus it turns  hard for the traditional packaging model to achieve profit. As the demand for packaging industry is constantly changing and the demand of customers now pursuing systematization, greening, refinement, low cost packaging products and personalized service is becoming more and more vigorous, the traditional packaging industry fails to meet the demands of the market.

In the face of the new situation, based on the concept of "changing consciousness, enhancing demand", in 2015, the ORG’ s R & D staff developed a series of differentiated packaging products to meet the market demand. It consists of three projects: 210 grams of bowl project, 960ml and 500ml special can project. Among them, the development and application of a new type of milk powder can, 650ml wine glass can and 70g sesame can is have all succeed in the R & D field and market. As soon as the differentiated products are introduced, they have gained the approval of the customers, showing a good situation of supply and marketing.
Referring to the successful case of Org’ s differential packaging, the cooperation with Fujian Kang's taste can be called a perfect match. At the beginning of 2015, the Org and Fujian Kang’ s taste food industry Co., Ltd. jointly launched the first differential packaging product -- a 960 milliliter juice cans, and got good market sales performance, and quickly seized the market of wedding banquet. Since then, the Org’ s way of exploring the differential packaging began.

In the era of personalization, there are more and more demands for individualized products accepting private customization. In order to meet the needs of the market, both sides also launched the activity of “Private order Series.” there are various products, including the romantic wedding version for wedding banquets channels , the New year blessing version for the New year to bring good luck, enterprise major festivals customized version, and many others. “Enabling packaging customers to focus more on brand building and marketing and maximizing brand benefits is also an important basis for deepening cooperation between the two sides.” Chen Yufei evaluates the cooperation prospect between the two sides.

What did the Org achieve in the design and structure of differentiated products? In what kinds of brainstorming and inspiration were these lovely, bright, styled bottles and cans designed?

Jiang Xianda said calmly that the inspiration came from many aspects: customer needs, popular elements in the market, user experience, pop elements, functional characteristics of packaging, and other aspects of the need for a comprehensive consideration. The designed packaging need to be  practical and beautiful in addition to bring value to customer's brand differentiation. Taking the rice jar as an example, the side of the pot is designed as a concave arched structure, which will make the heavy  rice jar not only avoid collision and scratch, but also strengthen its pressure bearing capacity. The overall image of gold plus gold top and bottom cover and  the consistent color of the ring and the main visual will also enhance the product texture, so as to associating to the value and hard-earning of rice.The reason why it is designed to be 300 grams is also because it satisfies the characteristics of the millennial generation of the same attribute consumer groups who do not often cook.
“ Product design plays a key role in the promotion of the project, determining whether our customers accept our products and guide later product development. The goal of differentiated products is to help customers to enhance the added value, to begin with the packaging design, and then to provide customers with integrated packaging products and services. To cater the psychological needs of consumers, highlighting the individuation of products, and to reflect a more high-end and differentiated image, the core is to meet the needs of customers.” Chen Yufei emphasized the importance of product design.

In the study and formulation of process standards, quality standards and inspection standards for cans and caps, the Org used the experience of traditional manufacturing process for reference. Because of the higher processing intensity of the expanded stiffened cans, the processing performance of the film's scratch resistance and tensile elongation is higher. In order to meet the requirements of can production, filling and sterilization, as well as the safety of food and beverage in the inner wall of the can, we must select a reasonable internal and external coating system to meet the mechanical processing properties of the paint film, such as drawing, scratch resistance during the can making process. The key is to determine the inner coating, the outer coating system, the top and bottom cover type material and other technical indicators and criteria. For this reason, the Org combined with various paint suppliers to solve the technical problems of the product.

The Org’ s  research on the filling technology of differentiated products is remarkable. Due to the adoption of new differentiated can packaging products, the filling process of customers has also changed, thus the the delivery and filling process of empty cans, and the quality standards, inspection standards and other aspects need to be reformulated or optimized.

In order to realize the novel differential packaging, the axial expansion process was adopted in the design of the can. Compared with the radial reinforcement, the can body  lost the negative pressure strength, and the vacuum degree of the beverage was about 0.03 to 0.05MPa, resulting in the problem of the can shriveled after filling. To this end, the Org relies on the successful experience in the filling technology of two-piece cans, the Org uses the  nitrogen filling process filling the liquid nitrogen before sealing. After sealing, the liquid nitrogen is vaporized in the can to produce positive pressure, so that the pressure inside the tank can be raised to solve the problem of deflated cans.

Although the technology of liquid nitrogen filling in two-piece cans is mature, there are still many uncertain factors for the three-piece cans. These factors include the space of the top clearance, the time between injection and sealing, the temperature of the product, the surface characteristics of the product, the smoothness of movement, the state of liquid nitrogen and some other factors. In order to achieve the purpose of accurate nitrogen-injection filling, the Org used the experience of the production of Jia Da Bao herbal tea beverage to find the influencing factors and control it in a targeted way, and provides customers with a whole set of technical support to help them to use these new packaging products smoothly.

“We Org has gone out of the way of real differentiation in product design by grasping the core points and giving play to the collective wisdom of the team. With the more diversification and fashion of the society, the youth and individuation of the consumer group, the future creative packaging will become the trend of development, and will inevitably be popular among young consumer groups. The appearance of differentiated packaging products will bring a new situation for the whole packaging industry.” Chen Yufei is full of confidence in the future of differentiated packaging.