【Abstract】 The definition of overpackaging was expounded, and the definition of “degree” in overpackaging and some reasons for overpackaging were analyzed and discussed. By studying the relevant attributes of overpackaging, the overpackaging evaluation method and governance strategy were proposed.

With the advancement of packaging technology and the improvement of people’s living standards, the problem of excessive packaging of goods has intensified, causing people’s concern. Then, what is the over-packaging of commodities and what kind of negative impact will the over-packaging of commodities have on the market economy? The so-called over-packaging of commodities is generally regarded as unreasonable in terms of packaging, which is beyond the scope of conventional packaging or can be tolerated. An act that directly or indirectly damages the interests of consumers. Although people are opposed to excessive packaging of goods, as manufacturers, retailers, and consumers have their own different positions and views. Because people are pursuing high-quality consumption, packaging will have special promotional effects in the market competition of some commodities. Retailers will also prefer this kind of seemingly high-end products. Natural producers do not want to over-pack. First give up. Some countries have formulated corresponding laws and regulations for this purpose. Due to differences in economic foundations, traditional concepts, etc., laws and regulations formulated by different countries are also different. For example, the United States and Canada stipulate that there are too many vacancies in the packaging and the volume difference between packaging and contents. Too large and unreasonable to exaggerate packaging are all deceptive packaging; over-packaging of goods in Korea is an illegal act. If manufacturers do not reduce the packaging ratio and layers of products according to government regulations, they will be fined up to 3 million won; in Germany The act of exaggerating the contents of real contents in an enlarged package is a deceptive act that will be dealt with; the excessive packaging costs in Japan and the excessive packaging vacancies are controlled by the consumption regulations of each city, and the definition of each city is inexhaustible. In the same way, the “New Guidelines for Packaging” [2] stipulated that the vacancy in the packaging container should not exceed 20% of the container volume; the packaging cost should not exceed 15% of the selling price of the product.

Therefore, it is necessary to establish an evaluation system for over-packaging of goods through analysis and research on the over-packaged attributes of goods, and on this basis, formulate laws and regulations concerning excessive packaging so as to maintain the sound development of the economy while restricting over-packaging.

1 The definition of “degree” for excessive packaging of goods

When the ratio of the input of certain goods on the package to the price of the contents or the ratio of the volume of the goods to the package exceeds the customary value, it is considered that the goods are overpacked. However, different consumers, different products, different needs and different periods have different understandings and definitions of overpacking, so it is difficult to define the degree of universality and relativity of excessive packaging. For example, under the environment of low productivity and economic poverty, consumers who spend more on product packaging are considered to be wasted. However, in order to meet consumer demand for high-end consumption and decent gifts, some of the added value on packaging has been Recognized by consumers. However, some producers or operators use different consumer psychology and different levels of needs, and inject some degree of “fraudulent” elements into “excessive”, so how to formulate over-packaging judgment scales to enable it to have certain versatility Relativity is a problem that people need to consider.

"Excessive packaging" is a functional and overvalued commodity package. Its performance is the use of excessive materials, the use of excessive volume, the use of luxurious decoration, etc. to decorate the packaged products, beyond the functional requirements of the protection of goods, beautify the goods, giving consumers a sense of non-conformity This not only increases the burden on consumers, but also wastes valuable packaging resources. Therefore, "excessive packaging" refers to the excess of the protection function, the surplus of convenient functions, the surplus of communication functions, and the excess of decorative functions.

2 Main factors to increase the investment in commodity packaging

2.1 Influence of Foreign Products

After the 1980s, China implemented a reform and opening-up policy and the establishment of a special economic zone ended the history of retreat. The continuous influx of exquisitely packaged foreign goods has captured the market share while attracting people's attention, and has impacted domestic brands; while some of our country's high-quality goods can only appear on the stalls of some developed countries because of poor packaging. Many commodities are even blocked because of poor packaging outside the country. Some commercial goods in China have obtained huge profits by changing packaging. The harsh reality and the loud voice of people of insight have gradually changed people's traditional concept of product packaging.

2.2 Market Economy Development

With the transformation of the national economy from a planned economy to a market economy, the market has become more and more open. As a result, commodity competition has intensified. From product price wars, product enhancements, to pre-sales service, etc. Manufacturers have carefully optimized and conceived products from production to sales. While improving product functions, lowering production costs, increasing advertising investment, and reducing profit margins, manufacturers have focused on the packaging of goods. Produce visual impact, attract consumers' eyes, induce people's desire to purchase, and thus increase the market share of goods.

2.3 Changes in People's Consumption Habits

The rapid growth of the national economy has increased people’s living standards while increasing their income. People have begun to pay attention to the packaging of goods and gradually developed to focus on the packaging of goods and even pay attention to the packaging of goods. In food consumption, for the sake of hygiene and health, the transition from bulk foods to packaged foods; for convenience, some foods have changed from large packaging to small packaging; in terms of gift consumption, people demand the beauty and luxury of packaging. The old bulk commodities gradually faded out of the market. People used packaging to understand commodities, select commodities, and identify commodities. The increase in spending power has quietly changed people’s spending habits and changed people’s perceptions of product packaging.

2.4 Extension of Product Packaging Function

Market competition has accelerated the upgrading and upgrading of products, and the packaging of commodities has become an important part of product development. The packaging function of modern commodities is not only to protect the goods, but also to identify the product brands, reflect the value of the goods, and even give people the enjoyment of art. Sometimes the visual impact caused by exquisite packaging has become part of the function of the merchandise, and even a phenomenon similar to buying a beggar has returned. Some people are buying fine wine bottles, many professional women use beautifully packaged cosmetic products. The well-packaged health care products are often presented as gifts, and some people send a friendship through the high price of the beautiful packaging of moon cakes. The packaging of these goods has gone beyond the original purpose of packaging, and it contains art, friendship and worth. Some commodities can only reflect their value when combined with packaging. Some of the functions of the packaging are integrated into the commodity and become complementary and extension of the value of the commodity.

3 The main attributes of excessive packaging of goods

Under the market economy system, the assessment of excessive packaging should be multi-faceted, including the evaluation of packaging prices, the evaluation of packaging volume, the evaluation of packaging resource consumption, and the evaluation of packaging's impact on the environment.

3.1 Overpacking Price Attributes

Although theoretically the price ratio of the goods' packaging and contents can be used as a basis for judging the excessive packaging, the price of the commodity's contents is affected by many factors such as the technical content of the products, the production process equipment, the production volume, and the supply channels of the raw materials. Impact, the same content, different manufacturers sometimes have very different prices. At the same time, the cost of the contents is the commercial secret of the manufacturer. Therefore, judging the overpacking by the ratio of the price of the goods to the contents of the contents, the operability of some products (such as cosmetics and health care products) is poor. For some of the products that are more openly public (such as moon cakes), although the packaging price of some hardcover products is several times the price of the contents, when it is in a state of oversupply, consumers have the right to choose. At this time, it is subject to the market economy. The law of value modulates that if consumers understand the high price-to-price ratio of packaging and contents, large packaging investment will inevitably increase their selling price, thereby affecting their sales volume, due to the absence of commercial deceptive practices, and the price leverage of market economy. Adjustment should not be judged as excessive packaging. At the same time, it satisfies the needs of some consumer groups.

From the analysis of the price attribute of commodity packaging, if the price ratio of the packaging and content of the goods is basically clear; the production and circulation of commodities are not monopolized; the commodity is subject to the regulation of market price regulation in the circulation process, there is no excessive packaging on price.

3.2 Overpacked volume properties

The volume ratio of goods packaging and contents is one of the main criteria for judging the existence of excessive packaging of goods. For the same type of goods, non-technically intentionally expanding its packaging volume will cause an illusion of the quantity of contents in the appearance, and it will be misleading to consumer's consumption psychology. It is a kind of commercial fraudulent behavior; Misleading, may increase the sales of goods at the same time as the selling price increases. This violates the law of value of the market economy; besides, maliciously exaggerating the packaging volume may increase the market share of similar goods and create unequal competition in the same industry.

Therefore, maliciously increasing the volume ratio of the package to the contents of the package is a form of commercial deception in which the goods are over-packaged, affecting the normal operation of the market economy, and such behavior should be restricted.

3.3 Overpacking Environment Properties

Excessive product packaging will have a negative impact on the environment [1]. First, the packaging needs to consume a lot of paper, and most of it is high-grade paper, and papermaking consumes the vegetation on Earth. In recent years, floods, droughts, landslides, and dust storms have caused flooding, heavy logging, and heavy losses. Secondly, after beautiful packaging completes its function, it is generally called waste, especially those foamed filling materials cause environmental pollution, and overpacking makes this phenomenon even worse. It can be seen that over-packaging from drawing materials to manufacturing to becoming rubbish destroys the environment from beginning to end.

If a commodity uses environmentally friendly materials in order to reduce the environmental impact of its packaging waste, it will increase the price of packaging to a certain extent. It is thus recognized that the assessment of overpacking should be comprehensively considered from various aspects. Can not be based solely on the price or volume indicators.

4 Over-packaging governance strategies

Exploring the excessive packaging of goods is an infringement of consumer rights. It violates the laws of value of the market economy and causes unfair competition in the market economy. Excessive packaged waste generates an impact on the living environment in both urban and rural areas. Obstructed the sustainable development of the economy. It is necessary for the state to curb the over-packaging momentum of certain commodities. Of course, only correctly identifying excessive packaging can effectively curb over-packaging and maintain sustainable economic development.

4.1 How to deal with overpacked goods

The g0 sigma boundary data of commodity over-packaging attributes can generally be sampled and processed by the government functional departments or professional associations authorized by industry associations and published. For products that are over-packaged, manufacturers should be notified of the deadline for rectification. Prior to the implementation of rectification by manufacturers, the negative economic impact of their packaging was evaluated, and economic leverage and market access measures were used to impose restrictions on their excessive packaging activities. The handling of over-packaging of goods should be implemented within the framework of the law, establish appropriate anti-excessive packaging laws and regulations, prevent the abuse of excessively over-packed economic instruments, and affect the normal economic order and market environment.

5 Conclusion

Due to excessive bagging