Chinanews.com client, Beijing, June 29 (Zuo Yuqing) Recently, a news about "three squirrels former executives reselling waste paper boxes for more than 680,000 profits" appeared on Weibo hot searches, which surprised many netizens. Called, "It turns out that waste paper boxes can sell so expensive!"
According to the criminal verdict published by the China Judgment Document Network, in addition to accepting bribes, Jiang Mou, a former employee of Three Squirrel Co., Ltd., took advantage of his position and cooperated with Tong to take advantage of his position to take advantage of the fact that sales were not recorded or adjusted between October 2018 and April 2020. By means of weighing tables and other methods, the waste cartons sold by the three squirrels company worth 684,000 yuan were taken as their own.
Among them, Jiang received 344,000 yuan, and Tong received 340,000 yuan.
How many waste paper boxes are worth nearly 700,000?
If calculated at a price of 2,000 yuan/ton, there are more than 342 tons of waste paper boxes resold in 18 months.
In other words, at least 19 tons of waste paper boxes are resold every month.
No wonder netizens are shocked that "the former executives actually want to resell waste paper boxes."
In fact, as one of the leading brands of Internet celebrity snacks, the three squirrels have been questioned for "overpacking".
A special snack package for three squirrels.
Photo by Zuo Yuqing
Are you buying snacks? Or packaging?
"The packaging is really good-looking, but is it a bit wasteful to divide it into so many individual packages in one bag?" After buying three squirrels, a consumer asked this question.
“In the past, you can just tear off the packaging to eat spicy strips, but now you have to tear the packaging once when you take a bite of spicy strips.” A consumer who bought three squirrels "about spicy" spicy strips vomited.
This spicy noodle is packed in a box as a whole, and after opening, it is a square independent small package.
"There are more packaging bags than there are after eating. It is guilty to look at the packaging in one place."
Not only the three squirrels, but also many Internet celebrity snacks such as Liangpin Shop and Baicaowei, in fact, there is more or less over-packing.
Take "Cranberry Cookies" sold by Baicaowei as an example. A pack of 100g cranberry cookies is divided into 5 individual small packages. There is a plastic tray in the small package. This cranberry cookie is because The price is cheap, there are often promotional activities, and there are many buyers. The monthly sales in the Taobao flagship store are more than 30,000.
In other words, there are at least 150,000 individual small packages that are discarded every month.
Independent small packages have become popular for Internet celebrity snacks.
Photo by Zuo Yuqing
In this regard, the customer service of a snack brand said that the multi-layer packaging of some snacks is to better seal the food and prevent moisture and air leakage; the design of the independent small packaging is also to facilitate the buyer to eat and disassemble.
"Our relevant departments have also been improving product packaging."
Convenience and environmental protection have become two difficult points on the balance.
Chinanews.com noticed that in some offline stores of Internet celebrity snacks, snacks in small packages are more popular with consumers.
"You can buy a little bit of snacks that you haven't tried before. If you don't like them, you don't have to worry about waste." A consumer told Chinanews.com that small-package snacks can be eaten and opened as they please.
At present, among all kinds of Internet celebrity snacks, the "Snack Gift Pack" has gradually become a sales hot spot.
A pack of snacks can enjoy multiple delicacies, which has become the reason why many consumers buy spree packs.
Consumer Mr. Zhai told Chinanews.com that he had bought a large snack package of an Internet celebrity brand as a gift to his friends.
"I myself rarely buy internet celebrity snacks. I bought this kind of snack gift package for the first time. It feels quite expensive, but the packaging looks very beautiful and it's worth it if my friends like it."
Mr. Zhai said that this kind of gift package looks very caring and is more suitable for gift giving.
"If I eat it myself, I would definitely not buy this. It feels that the packaging is too much and it is not affordable."
Why are Internet celebrity snacks always
packed?
The packaging problem that worries consumers is precisely one of the signs of online celebrity snacks attracting customers.
As products and channels tend to be homogeneous, major Internet celebrity snack brands, in order to improve their competitiveness, not only develop new products, but also take great pains in packaging design.
The packaging of the three squirrels has created its own brand IP centered on the "selling cute" squirrels.
Li Ziming, the chief designer of The Three Squirrels, once said that in the packaging design of the Three Squirrels, special attention will be paid to the differentiation of creativity and structure, in an effort to subvert consumer perception while bringing a novel experience.
At the same time, cultural connotation, personalized customization and emotional interaction have also become important factors in the packaging design of the three squirrels.
The three squirrels use the "selling cute" squirrel as the brand image.
Photo by Zuo Yuqing
Best stores, which slogan "high-end snacks", have also put a lot of effort into packaging design.
According to Tianyan Check, 49 of the 119 patents applied for by Liangpin Shop belonged to designs, accounting for 43% of the total.
In 2019, Liangpinpu and Dunhuang Research Institute jointly launched a series of snack gift boxes. The packaging pattern contains a variety of classic elements such as flying sky, seven-color deer, and phoenix ritual, interspersed with nuts, little people, clouds and other patterns.
Opening the gift box, various snacks such as dried mango, almond wood, thin-skinned walnuts, etc. were packed into exquisite square boxes.
Some consumers sighed: "It's very exquisite, but they also feel that they are buying cassines and returning beads."
Strict economy, over-packing should stop
However, for consumers, no matter how exquisite the packaging is, the core of the food is the "content" inside.
When the complicated packaging is removed and the snacks inside cannot satisfy consumers, no matter how exquisite the packaging is, it will only magnify the disappointment of consumers.
In 2020, the Shanghai Municipal Administration of Market Supervision will conduct random inspections on packaging and measurement of biscuits, cosmetics, tea, cocoa, roasted coffee and other commodities sold on e-commerce platforms such as Tmall and Taobao.
The results showed that 12 batches of the 50 batches of goods that were spot-checked had excessive packaging problems.
Among them, the unqualified discovery rate of tea and coffee packaging is 20%, and the unqualified discovery rate of cosmetics packaging is as high as 70%.
In response to the problem of excessive packaging of goods, Sun Yat-sen University professor Wu Peiguan once said: "The rapid development of e-commerce logistics in recent years has made the problem of excessive packaging more prominent. We should promptly promote the improvement of national-level packaging legislation and establish a legal system related to packaging."
Nowadays, consumers are awakening their environmental awareness under the initiative of "Strict Savings and Opposing Waste".
Internet celebrity snacks minimize packaging waste on the premise of ensuring food safety, which may be more able to capture the hearts of consumers.
Researcher Zeng Liwei of China Research Institute Puhua said that when pursuing packaging design, Internet celebrity snacks can emphasize creativity and neglect form, obtain creativity from life, and seek resonance between products and consumers.
"Nature and life can provide a way for packaging design to find inspiration, giving people a sense of surprise that is'reasonable, unexpected', and it is easy to hold the hearts of consumers." Zeng Liwei said, "In the design landing In the process, you might as well open your mind from packaging methods, packaging materials, etc., so as to maintain a sense of surprise while staying close to reality as much as possible, reducing costs, and creating the possibility of mass production."
Can you accept the excessive packaging of Internet celebrity snacks? (Finish)