Recently, the hottest new topic of "e-commerce" and "packaging" is the Suning supply chain OBM (Original Brand Manufacturer) plan. E-commerce companies are gradually moving towards "self-branded", and cooperate with factories to create own brand in many fields. The OBM model is expected to become the trend in the next new packaging field after OEM and ODM.

Suning Supply Chain OBM Plan Covers Beauty, Household and Agricultural Products

The first phase of the Suning's supply chain OBM plan has been entered the field of beauty and announced the launch of its beauty brand "EADAELE" last month, marking the birth of Suning's first own beauty brand. According to Suning, EADAELE's advantage lies in relying on Suning Buying’s supply chain, direct supply from popular OEM factories, excellent quality, and a price that is more cost-effective than well-known brands.

Suning's OBM products have continuously penetrated online. In addition to beauty, Suning also launched two daily paper products, which are currently on sale online. In addition, Suning OBM’s first agricultural products, rice, from Heilongjiang was launched in early November online under the brand name "Su Tian" (酥田).

According to the representative of Suning, Suning’s OBM has already covered the fields of beauty, household and agricultural products. In the future, Suning will join hands with 100 high-quality factories to continuously develop the market.

＊Source (Chinese only): jsw2015.com│qudong.com

Understanding OBM

Take cosmetics OEM as an example, it is generally recognized that OEM (Original Equipment Manufacturer) and ODM (Original Design Manufacturer), OEM provides production for brands. ODM refers to the factory that has R&D capabilities and provides formulas and core raw materials.

OBM (Original Brand Manufacturer), in the past, is known as the own brand of the OEM. The current OBM means that the brand handles all services of the OEM.

The OEM is responsible for products, brand building, packaging design, marketing planning, testing, declaration, patents, etc.

The brand is responsible for spreading the product to the channel.

There are more and more types of fast-moving consumer goods. With the rise of live streaming, the demand and sales of all types of fast-moving consumer goods are also increasing day by day, so the demand for packaging also increases. The themed zone will mainly exhibit packaging containers and packaging consumables. The famous exhibitors Sealed Air, Berry, Jielong, Essel Propack, Goldstone, YUTO Tech, BillerudKorsnäs, Jingli Can, Xian Jun Long Printing Co., LTD., LIJI Packaging, Luen Cheong and the Shaoxing Shangyu District Cosmetic Packaging Industry Association will also make the "FMCG Infinity Zone" more brilliant.

The ODM/OEM production model has attracted more and more attention in recent years. Whether it is a well-known brand or an Internet celebrity brand, all focus on this production model. With more and more types of FMCG products and the rise of live webcasts, the upgraded "FMCG Infinity Zone" fills the vacancy of ODM/OEM exhibits, improves the procurement supply chain of end-users, and provides packaging applications, displays high-quality products, and creates a cross-domain communication platform to end-users and to enhance brand competitiveness.

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Messe Düsseldorf (Shanghai) Co., Ltd. and Adsale Exhibition Services Ltd.will join hands once again to present the Shanghai World of Packaging (swop) in Shanghai New International Expo Centre from 23 to 25 November 2021. swop will cover end use industries such as food, beverage, confectionery, baked goods, pharmaceuticals, cosmetics and daily care products, non-food consumer goods and industrial goods, providing an excellent trading platform for domestic manufacturers of processing and packaging machinery and materials.

The upcoming edition of swop will focus on artificial intelligence, printing and labeling, e-commerce and logistics packaging, personalized packaging, packaging design, etc., with the aim to provide innovative packaging solutions and showcase intelligent processing and packaging production lines for the entire industry chain. Five special exhibition areas are designed to cover all hot spots of the packaging industry.

Messe Düsseldorf (Shanghai) Co., Ltd.

Tel +86-21-6169 8381 / 8388 / 8317 / 8363 / 8353
Fax +86-21-6169 8301

swop@mds.cn

Adsale Exhibition Services Ltd.

Tel +852 2516 3363/ 523
Fax +852 2516 5024

swop.hkpr@adsale.com.hk