An old trick that still works
Excessive packaging has been a major concern in China for years. The General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ), China's top quality supervisor, issued a draft ordinance governing the size, volume, material and cost of packaging in 2009, yet over-packaged and conspicuously-priced goods continue to find their way into the market.
The concept of "face" may provide the answer, creating motivation for most consumers in China to buy over-packaged goods as holiday gifts.
"Most people think giving gifts wrapped in big decorated boxes will make them look better," one consumer commented on an Internet forum.
Excessively-packaged moon cakes, for instance, are always purchased as gifts before Mid-Autumn Festival.
A mooncake with one egg yolk and white lotus paste normally costs 7 yuan (US$1.08) to 12 yuan (US$1.85). But when it comes wrapped in a fancy box, the price can soar to hundreds of yuan.
"There are two types of gifts: expressive and instrumental," said sociologist Yan Yunxiang, who defined "expressive" gifts as the reflection of long-term ties between the giver and the recipient, while "instrumental" gifts only meet the requirements of short-term interests.
Over-packaged mooncakes, tea and wine are often instrumental gifts, he said. The giver presents them in exchange for something he or she wants.
"Over-packaging wastes resources and pollutes the environment," said a staff member from the China Consumers' Association who preferred to remain anonymous. "However, what we should be against here is not the package itself, but consumerism built on gifts for face and interest."
