I. Understanding the Regulations and Standards of Target Markets
Regulations on Product Categories: The global customized label market is vast, with significant differences among different countries and industries. For example, in China, when producing customized labels for Chinese businesses in industries such as the food industry, cosmetics industry, skin care products industry, and clothing industry, each industry in each country is different. In the food industry, to indicate that a product is qualified, generally speaking, it needs to comply with both domestic and international standards. Domestic standards in China include the “Food Safety Law of the People’s Republic of China”, the “Law of the People’s Republic of China on the Quality and Safety of Agricultural Products”, the “Administrative Measures for Food Production Licensing”, and the “Administrative Measures for Food Business Licensing”. These are the four basic standard laws. If you are engaged in the food industry, you must ensure food safety and pass the above food safety inspection standards and relevant food laws. For example, the QS certification in the food industry indicates that the product has passed production licensing and quality and safety inspections.
Language Requirements: Different countries use different languages. For instance, China uses Chinese, European countries mainly use English, Japan uses Japanese, and South Korea uses Korean. Therefore, precise languages should also be used on product packaging labels. For example, if Japanese products are targeted at Chinese consumers, then Chinese should be used as much as possible on the label packaging. Otherwise, if Chinese people can’t understand the language, they won’t be able to understand the product, and how can they make a purchase? In the early stage of product production, it is necessary to accurately identify who the product’s audience is, or more precisely, which consumer groups the product is targeted at, in order to make more profits.
Units of Measurement: Different countries use different units of measurement. While the International System of Units (SI) is commonly used, some countries still retain some of their traditional units of measurement. For example, the United States still habitually uses imperial units, such as pounds (lb) and feet (ft), on certain products (such as building materials and some food packaging). Factories should accurately convert and label the units of measurement for the weight, size, etc. of products according to the habits of the target market.
II. Conducting Market Research
Research on Cultural Differences: It is necessary to study the different cultural differences among various countries. Then, when designing the external packaging of products, it can be made closer to the consumer groups. In Western cultures, white represents new life, hope, and purity. At Western weddings, people wear white wedding dresses. In Asian cultures, however, white generally represents mourning and is not a very positive color. This is what is called cultural differences. Don’t attach meanings based on one’s own national culture; otherwise, if you don’t target the right consumer groups, you will lose a large number of consumers and affect product sales.
Research on Consumer Preferences: For consumers of a certain product, it is necessary to study their consumer preferences in order to accurately target consumers and expand the influence on them. For example, for cosmetics and skin care products whose target group is young women, when designing label packaging, youthful patterns should be designed. For example, collaborating with some youthful brands, such as LinaBell and StellaLou, both of which are relatively youthful and popular brands that young people like. In addition, research can also be conducted on consumers’ preferences. For example, the target group of electronic products is young people aged between 18 and 30.
III. Designing Label Content
Basic Information:
Product Name: The name of the product should be as specific as possible. For example, in the clothing industry, for a dress, the name should be as specific as possible, like “Women’s Winter New Style A-line Dress with Shoulder Line Design, Turtleneck, Ankela Red, 2024 Autumn New Style Wool Blended Waist-cinching and Slimming One-shoulder Long Dress”. Now, clothing names are very specific. When shopping on Taobao, it can accurately target specific users who need these clothes and push the products they need in front of them to strive for a greater possibility of purchase. A good name can allow consumers to understand more information in a short time, attract their attention, and obtain a greater possibility of purchase.
Ingredient List: What the ingredients of a product are and which materials are contained in it to form the product should all be clearly labeled on the label packaging so that consumers can clearly understand the product’s ingredients. After consumers clearly understand the product ingredients, they will be more willing to make a purchase. For food products, ingredients, production date, certificate of conformity, expiration date, etc. are all basic information of the product.
Instructions for Use and Precautions: Clearly explain the usage methods, applicable groups of people, usage frequency, shelf life, and other information of the product. For some products with safety risks, such as electrical products, safety precautions should be detailed, including the use voltage, power, and avoiding contact with water. For any instructions for use, they should be described clearly so that consumers know how to use the product. In the pharmaceutical industry, it is especially important to clearly mark which groups of people cannot take the medicine, such as pregnant women, diabetics, and other patients who cannot use the medicine, to avoid accidental ingestion by some people and bring some unnecessary negative impacts.
Brand Logo and Contact Information: Highlight the brand logo so that consumers can quickly identify the brand. At the same time, provide effective contact information, such as the company address, customer service phone number, and email address, to facilitate consumers to consult and give feedback. According as the enterprise’s products, try to highlight the product’s logo on the label packaging as much as possible so that consumers can remember the product brand more easily and expand the influence of the product brand. Print other contact information on the label packaging to attract more enterprises or potential partners to cooperate with it.
Marketing Information:
Product Features and Advantages: Clearly understand the advantages and features of the product and show the advantages on the label packaging. What is the difference between your product and other similar competing products? Highlight the advantages of the product to make it easier for consumers to remember it. In marketing through the media, it is necessary to seize the biggest advantage of the product for marketing in order to stand out successfully. For example, the Xiao Xian Dun bird’s nest brand mainly promotes that it has been the number one in national sales for seven consecutive years. This is where this bird’s nest brand stands out from other similar brands, using the number one to distinguish itself from other brands.
Certification Marks and Awards: If the product has obtained relevant international certifications (such as ISO certification, organic certification, etc.) or industry awards, these marks and honors can be displayed on the label to increase the credibility and attractiveness of the product. For example, agricultural products that have obtained EU organic certification can have the EU organic certification mark prominently displayed on the label.
