We are living in unprecedented times. The new crown pneumonia virus has changed the way we work, eat, shop and play. We have already felt its impact in our entire economic life.

   With the spread of the virus, physical stores are closed, consumers are hiding at home, and the number of consumers pouring into online stores has set a new record.

  According to the first quarter Global Shopping Index report released by Salesforce, the number of online shoppers increased by 40% year-on-year. Online shoppers drove a 20% revenue growth in the first quarter of 2020, and achieved an unprecedented growth of 71% in the second quarter, compared with the previous year’s growth rate of more than 10%.

  The statistics of online daily necessities shopping are particularly surprising.

   A survey of 1,500 consumers conducted by RBC Capital Markets showed that 42% of respondents now buy daily necessities online at least once a week, up from 22% in 2018.

   In addition, one-third of the respondents in the RBC survey stated that they had made an online purchase of daily necessities for the first time in the past month. Among these surveyed online shoppers of daily necessities, more than half believe that the new crown pneumonia virus "is prompting them to consider permanently purchasing daily necessities online."

   This research is also consistent with other predictions that pandemic infectious diseases may become an inflection point that encourages consumers to shift to e-commerce.

In the Retailer magazine, Thad Rueter pointed out that many of the consumer habits that people form during a large-scale crisis are usually maintained forever. This trend means that even those consumers who were previously unaccustomed to online shopping (such as the elderly) may now shop online on a regular basis.

As the demand for goods on e-commerce platforms continues to increase, so does the demand for packaging. All these online purchases require packaging and labels to support the sales and transportation of their products.

   E-commerce demand for packaging has been expanding before the emergence of COVID-19, and it is now growing at a faster rate. The analysis done by the global research company Research and Markets shows that Covid-19 will promote further growth in global packaging production.

In the report titled "The Impact of COVID-19 on the Packaging Market of Different Material Types", they predict that the global packaging market will grow from US$909 million in 2019 to more than US$1 billion in 2021. The compound annual growth rate (CAGR) exceeds 5%; in the most ideal case, it is expected to exceed 9%.

   Research and Markets continues to point out that the important factors driving the expansion of packaging production are the increasing demand for fast-moving consumer goods (FMCG) and pharmaceutical packaging, as well as the increase in e-commerce sales due to the epidemic lockdown.

The changing online market brings new challenges to brands: when all interactions can be done online, how to maintain positive contact with customers.

   According to "Forbes" reports, in the e-commerce consumer environment, 60% to 80% of consumers said that even if the consumer experience is good, they will not patronize the same brand again. In this highly competitive market, brand owners must do everything they can to keep in touch with customers.

  Transaction starts with a high-quality online experience, so that customers can easily find the goods they need and make purchases. Brands should invest in technologies that make customer interaction easier, such as building applications or collaborating with other online service providers.

In the e-commerce market, consumers often make independent decisions at home. The actual connection between the brand and the consumer is more important than ever, and packaging is the only actual connection between the brand and the customer. If there is no "surprise factor" in the packaging, consumers are unlikely to make repeated purchases.

   This interactive demand means that brand packaging not only makes products look more beautiful, but also a customer retention strategy. Creating an attractive unboxing experience can help brand owners convey their intentions to consumers, thereby enabling customers to repurchase.

   The establishment of this level of connection means that the packaging has exceeded the single function of the packaged product. It must also include images, messages, and promotional strategies for the consumer.

   distribution company Dotcom Distribution conducted a survey of more than 600 online shoppers to understand how packaging affects consumer attitudes and brand experience.

   Consumers surveyed said that if the order includes free gifts and packaging with personalized messages, they are more likely to buy again.

   The report pointed out that personalized information and branded inserts can make consumers leave a high-end impression of the brand, which will prompt consumers to complete the repurchase behavior.

  In the era of online customers, it is also necessary to use packaging to convey the value of the brand.

   Research company Nielsen found that 66% of consumers around the world are willing to pay high prices for the products of companies that are committed to generating positive social and environmental impacts.

  The marketing information you print on the packaging and the materials you choose will show your brand value.

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