Headquartered in Guangzhou, China, Liby Enterprise Group Co., Ltd. manufactures more than 100 types of products in eight household categories. While its dishwashing liquid products hold a 42% value share—and belong to one of the top three household care product producers in China—the packaging looks no different from other brands on the shelf.
RETHINKING DESIGN
Liby, which has 12 manufacturing plants with nearly 10,000 employees, 30 branch offices and 20 OEM factories around the country, also holds 12% of the dishwashing market. Facing increased labor costs and fierce competition at retail shelves, Liby took a look at its traditional dishwashing detergent package—a colored high-density polyethylene (HDPE) bottle with a wrap-around film label—and decided it had to create a high-end and higher-profit-margin package as a way to hold its competitive advantage.
The yellow and green HDPE package with a wrap-around film label looked very similar to competitor packaging, which left Liby without much differentiation on the shelf. The package made it hard for consumers to have a unique feeling about the brand.
“After a review of the packaging and labeling production, our Avery Dennison technical team suggested that Liby consider testing a more conformable film instead of the more rigid BOPP film,” said Luo Min, Asia-Pacific home and personal care segment manager for Avery Dennison Label and Packaging Materials. “We also suggested adding one air charge station. Those solutions reduced the labeling scrap rate from 30% to just 2%.
“Avery Dennison is not just the raw material supplier, but also a packaging consultant,” Min added. “From concept creation to its successful launch, we spent 10 months working together with Liby’s purchasing and packaging team to support this new package development.”