Introduction.
We have been involved in numerous product development projects.
Especially in recent years, "global design" has become increasingly important, not only for the products themselves, but also for package design, pricing, sales channel strategies, and compliance with regulations in European countries.
Korean and Chinese companies, as well as manufacturers in Europe itself (especially in France, Germany, and Italy), often launch product planning with overseas markets in mind from the beginning, resulting in smooth overseas expansion.
In contrast, many products originating in Japan are planned with the domestic market as the starting point, resulting in many costly and time-consuming "backtracking" cases, such as changes in standards and reprinting of labels, during overseas development. This article summarizes points that should be considered from the initial stage of product development, especially when developing products with an awareness of the European market.
Need for global support for packaging
When exporting goods to Europe, there are two points that must be confirmed: "certifications, declarations, and regulations concerning the product itself" and "regulations concerning the product box (package).
Compliance with this regulation requires a process of prior application, preparation of official documents, registration or affiliation with professional organizations, and verification by testing laboratories, depending on the product.
It is important to note that all of this information must be included on the product box.
From the standpoint of productivity and cost, it is essential to proceed with the design of printing from the initial planning stage. If European regulations are noticed after the design is completed, the box will need to be redesigned and reprinted, which can be a major burden.
Different recycling marks and regulations in different countries
REGULATIONS FOR PRODUCT BOXES EXIST REGARDLESS OF THE PRODUCT CATEGORY. IN PARTICULAR, ENVIRONMENTALLY FRIENDLY MARKS (RECYCLE MARK, PAP MARK, ETC.) ARE COMMONLY REQUIRED FOR A WIDE RANGE OF PRODUCTS, INCLUDING FOOD PRODUCTS, GENERAL MERCHANDISE, AND TOYS.
For example, in France, the "Triman mark" must be displayed. This is a unified symbol to indicate to consumers that this product is subject to sorting and collection, and to indicate the recycling flow.
It is not recommended that such an environmental mark be additionally affixed after export, and direct printing on the box is required. Therefore, understanding the packaging requirements of each country at the product planning stage will lead to smooth deployment.
Plastic boxes are at a disadvantage in Europe.
In the European market, there is a very high level of environmental consciousness, and the fact that product boxes are made of plastic tends to lead to negative evaluation.
We have actually had several cases where we were told by European companies at the negotiation stage that "as long as the package is plastic, it is difficult to handle.
In particular, when developing products based on concepts such as upcycling and organic/natural products, consistent environmental friendliness is required for boxes and labels.
No matter how excellent the environmental performance of the product itself, it is less convincing if the box is made of plastic.
The Importance of "Global Response from the Beginning" in Product Development
To change a product completed for the domestic market to overseas specifications at a later date is doubly time-consuming, costly, and labor-intensive.
For example:
- Re-print ingredient labels in multiple languages
- CE mark or Triman mark to be added to the box in a hurry.
- Redesigning the mold to change to a paper package
and other tasks are all typical examples of follow-up responses.
Conversely, products designed with global requirements (European regulations, Eco Mark, material compatibility) in mind from the start will have wider sales channels and a higher reputation in Europe. Furthermore, this often leads to trust from local distributors and repeat orders.
summary
From the initial stages of product development, looking at the European market and global expansion is becoming a prerequisite for creating competitive products.
Regulatory compliance (certification and labeling)
Package design (recycle mark, paper materials)
Environmental consideration (de-plasticization)
multilingual display
Products that incorporate these features in advance minimize problems after market launch and earn high marks at business meetings and exhibitions as a "well-prepared company.
In future product development, it is important to develop products that are export- and regulation-compatible from the beginning, rather than domestically-completed products. This is the first step for Japanese companies to achieve sustainable growth in the global market.