安姆科佘昕：中国包装创新反向“出海” 情绪价值成设计新考量

Core Insights - The Chinese packaging industry is characterized by intense competition, described as "scattered" and "rolled up," with over 60,000 enterprises competing, leading to frequent price wars. However, Amcor has achieved double-digit growth in this market [1][2] - Amcor's strategy focuses on selective market segments rather than broad expansion, emphasizing collaboration with local leaders in areas such as pet food, food packaging, medical devices, and PCB protection films [1][2] Industry Overview - The competitive landscape in the Chinese packaging market is likened to a "gym" for foreign companies, necessitating continuous improvement to maintain competitiveness [2][4] - Amcor has established two R&D centers in China and invested over 1 billion yuan in a smart packaging factory in Huizhou, with annual R&D spending nearing 200 million USD [1][2] Strategic Approach - Amcor avoids price wars by seeking breakthroughs through technology and collaboration, focusing on technical output and ecological synergy rather than large-scale mergers [2][4] - The company has invested over 150 million yuan in its Asia-Pacific R&D center in Jiangyin, aiming to develop cost-effective and quality-enhancing products [2][5] Innovation and Development - Amcor's innovation strategy includes three main areas: quality protection, consumer communication, and emotional value. This involves extending shelf life and enhancing freshness through advanced packaging technologies [6] - The company has developed local alternatives for products like PCB protection films and ultra-thin stretch films, significantly reducing weight and carbon emissions [2][6] Market Dynamics - Local Chinese packaging companies are rapidly growing, prompting Amcor to embrace this competition as beneficial for industry consolidation [4][5] - Amcor's approach to local market demands includes a proactive innovation mechanism, allowing for rapid response to customer needs by leveraging a prepared portfolio of solutions [5][6] Global Perspective - Amcor is not only bringing global technology to China but is also exporting Chinese market innovations back to its global operations, reflecting a shift from "importing" to "exporting" innovation [4][6]