Fɔ Sɛl Fayn, Di Pakɛj Fɔ Big Ɔ Smɔl

Wi nɔ bin de ɛkspɛkt, di saiz ɛn saiz fɔ di tin dɛn we dɛn de pak fɔ drink dɔn bi di 'sɔshial mɔni' fɔ yɔŋ pipul dɛn.

Na Weibo, di tɔpik fɔ dɛn kin luk fɔ big big tin dɛn we dɛn kin pak fɔ drink bɔku tɛm. Di tɔpik bɔt wetin mek #1L pak dɔn bi di soshal mɔni fɔ yɔŋ pipul dɛn, pas 69 milyɔn pipul dɛn dɔn rid am as fɔ prɛs tɛm, ɛn ɔda tɔpik dɛn we gɛt fɔ du wit am, pas wan milyɔn pipul dɛn dɔn rid am bak.

Smɔl paket dɛn gɛt ay ɔt. Fɔ ɛgzampul, di smɔl paket we gɛt Oriental lif dɛn rili pɔpul, ɛn sɔm netizens dɛn kin ivin DIY 335ml Oriental lif dɛn insay wan smɔl paket. Di post we gɛt di taytul 'Di smɔl Oriental lif na di intanɛt,' gɛt 30,000 pipul dɛn we lɛk am, pas 1,900 pipul dɛn we dɛn lɛk ɛn pas 1,000 kɔmɛnt dɛn.

Ɛn di sol fɔ di nɛt padi aks -- udat na di ɔdiɛns fɔ 100ml drink? Bɔku pipul kɔmɛnt se: 'Dis fayn fayn smɔl paket jɔs want fɔ test', 'ivin if yu bay am we yu nɔ drink i supa kiut'...

Big ɛn smɔl pak dɛn we gɛt ay ɔt, mɔ brand dɛn bigin fɔ mek di pak big ɔ smɔl. 'Valu ɛn smɔl paket dɛn de drɛb di growth fɔ di ɔl drink industri,' na so Jian Yu, we na di jenɛral manija fɔ Kantar Worldpanel Greater China, bin tɔk na di FBIF2024 Food and Beverage Inovation Forum.

Akɔdin to Nielsen IQ '2024 China Beverage Industry Trend ɛn Outlook', 600ml-1249ml big rɛdi fɔ drink dɔn bi nyu growth pɔynt fɔ di drink industri insay di las ia.

I di las ia, ɔl tu tradishɔnal brand ɛn imɛjin brand dɛn dɔn rili mek fus pan pak spɛsifikɛshɔn. Apat frɔm we dɛn dɔn lanch lɛk 500ml pak, dɛn dɔn lanch bak lɛk 1L big pak ɔ lɛk 300ml smɔl pak.

Fɔ ɛgzampul, Oriental lif dɛn, apat frɔm 500ml pak , bak lanch 900ml ɛn 335ml pak;

pulsashכn de sho bak insay big paket dεm we gεt 1L εn sכm sכm paket dεm we gεt 400ml. Di brand ivin 'wok di ol tin' pan di 1L big paket, wit di wod dem 'gud ~ gud ~ gud ~ big' print pan di botul.

Apat frɔm dat, vitality Forest, Ripe fruit, Minute Maid, Lemon Republic... Apat frɔm di pak drink dɛn, chenj dɛn na pak spɛsifikɛshɔn dɛn kin rili kɔmɔn bak pan nyu ti, wayn ɛn ivin lɛzi snek dɛn.

Wetin mek dɛn brand ya dɔn bigin fɔ big ɔ smɔl pan paket saiz? Bihain di chenj of pak spesifikeshɔn, us kayn makit dimand kɔrɛkt to am?

Big ɛn smɔl drink paket dɛn nɔto nyu tin. Bɔt insay di las ia dɛn, pipul dɛn we de bay tin dɛn kin pe atɛnshɔn mɔ ɛn mɔ to big ɛn smɔl tin dɛn we dɛn kin pak. Fɔ mek dɛn ebul fɔ mit di nid dɛn fɔ di kɔstɔma dɛn, bɔku brand dɛn kin bigin fɔ 'wok tranga wan' pan di spɛsifikɛshɔn dɛn fɔ pak.

Lif dɛn we de na di Ist na wan ɛgzampul we dɛn kin du.

Insay 2011, Nongfu Spring bin lanch Oriental Leaves, we na 500ml bɔtul fɔ ti we nɔ gɛt shuga. Insay Ɔktoba 2019, Oriental Leaf bin fɔs lanch di 335ml mini pakej afta et ia na di makit.

Insay 2023, yɔŋ pipul dɛn go pe atɛnshɔn mɔ ɛn mɔ to big big drink dɛn we dɛn pak. Oriental Leaf bin lanch 900ml big botul na in Tmall flagship stoa ali da ia de. Bay dis ia, di 900ml botul of Oriental Leaves don rol out fo oflain chanel, and ivin occupy di C-seat fo di shelf.

FBIF bin go na bɔku ples dɛn ɛn dɛn si se dɛn kin fɛn 900ml Ɔriɛntal lif ɔlsay, ilɛksɛf na big supamakit ɔ na tɔŋ rital stɔ dɛn.

Na di sem tin kin apin to di Vitality Forest. Insay 2018, Yuanqi Fɔrɛst bin pul in klas prodak, we na soda spaklin wata. Da tɛm de, di sayz fɔ dis spak spak wata bin stil bi 480ml. Insay May 2020, Yuanqi Fɔrɛst bin lanch fayv mini kan dɛn we gɛt spak spak wata wit difrɛn flawa dɛn, ɛvri wan na 200ml. Jɔs afta dat, 280ml smɔl bɔtul, 1.25L big bɔtul dɔn de na di makit.

Apat frɔm soda bɔbul wata, ɔda prɔdak dɛm fɔ Yuanqi Fɔrɛst dɔn apia bak insay big ɛn smɔl saiz dɛn insay di las ia dɛm, lɛk 450ml bɔtul Yuanqi Fɔrɛst milk ti we dɛn lanch insay 2019, ɛn 300ml mini milk ti we dɛn lanch wan ia afta dɛn dɔn lanch am. Di nyu prodak, ays ti, go ful-ɔp fɔ lanch insay 2023 insay 450ml pak. Afta af ia, Yuanqi Fɔrɛst bin anɔys se dɛn dɔn lanch 900ml pak.

Insay di las ia dɛn, bɔku tin dɛn de we dɛn pak dɔn big ɔ smɔl. Fɔ ɛgzampul, Huiyuan go lanch 2L big-kapasiti barɛl dɛn insay 2022. We Dongpeng Beverage bin lanch in nyu prodak 'Rehydrate' insay Janwari 2023, i bin lanch 555mL ɛn 1L kapasiti wan tɛm pan di spɛsifikɛshɔn dɛn fɔ pak; Yu Cong gas tu lanch 2L big pak dis yie.

infakt, di big paket we gɛt lɛk 1L ɛn di smɔl paket we gɛt lɛk 300ml nɔ dɔn apia insay di las ia dɛn. Trade, brand dɛm lɛk Tingyi, Uni-President, Coca Cola ɛn Pepsi Cola bin gɛt difrɛn spɛsifikɛshɔn fɔ pak as ali as 2019.

We yu kɔmpia am wit di tin dɛn we bin dɔn apin trade, yu kin si se chenj dɔn klia wan se big ɛn smɔl pak dɛn we dɛn kin pak nɔ kin jɔs de fɔ frut jus ɛn drink dɛn we gɛt kabɔn, bɔt dɛn kin bigin fɔ muf to ti we nɔ gɛt shuga, drink dɛn we kin wok, frut ti ɛn ɔda sɔb-kategori drink dɛn

Di ɔt we big big pak dɛn kin wam nɔto jɔs fɔ pak drink dɛn. Di pak we dɛn de pak ɔda trak dɛn lɛk nyu ti ɛn snek dɛnsɛf de kam big.

Bɔku nyu ti brand dɛn dɔn introduks di kɔnsɛpt fɔ 'VAT'. Insay May 2022, Nayue bin lanch big-sayz 1L prodak dɛm we gɛt 'Domineer Wan-lita Pich', 'Domineer Wan-Lita Bayberry Lemon barɛl' ɛn 'Domineer Wan-lita pich'. Also launched in barel of di brand de 100 ti, ancient ti, Shanghai anti, buk tu bon fairy grass en so on.

Di spɛsifikɛshɔn fɔ pak drink kin chenj, nɔto jɔs fɔ di domestik makit, we yu luk di intanashɔnal makit, drink pak bak de kam big ɔ smɔl.

Insay 2019, Koka-Kola bin lanch 350ml ɛn 700ml bɔtul fɔ di Japan makit. Na in wɛbsayt, Koka-Kola ɛksplen wetin mek dɛn de introduks di nyu pak -- fɔ ansa di lɔw bɔn rɛt na Jepan, di pipul dɛn we de ol ɛn di nɔmba fɔ smɔl famili dɛn we de bɔku, 350ml Kɔk fayn fɔ wan pɔsin, 700ml fayn fɔ tu pipul fɔ drink. [2] .

Di 900ml Pokuang Li wata dɔn de go ɔp na Jepan insay di las ia. Akɔdin to Otsuka in wokman dɛm, 'sins di ɛnd ɔf las ia, di sɛl volyum dɔn go ɔp bay dɛbul dijit ɛvri mɔnt.' [3]

British drink brand MOJU bin lanch di Booster siriɔs insay 60ml pak insay 2016, dɔn 420ml pak insay 2023 fɔ mit di difrɛn nid dɛn we kɔstɔma dɛn gɛt.

Chaynish ɔtbaund brand McDovey dɔn si bak di tren fɔ pak big big ti we nɔ gɛt shuga na di intanashɔnal makit. Fɔ mek dɛn ebul fɔ mit di nid dɛn fɔ ɔl tu di Chaynish ɛn Amɛrikan makit dɛn, Makdɔvido bin pik wan 750ml ɔvasayz pakej. Insay Novɛmba 2022, Makdɔdɔ bin lanch 750ml 'Great Oolong Tea' wan tɛm na Chaina ɛn Amɛrika.

Insay di Nɔt Amɛrika makit, di tren fɔ pak big drink dɛn dɔn ivin transmit to di ɔpstrim industri. Ron Skotleski, we na di vayz prɛsidɛnt fɔ sɛl ɛn makɛt fɔ di Nɔt Amɛrika drink divishɔn fɔ Krawn Holdings, we na wan kɔmni we de mek mɛtal pak, bin tɔk insay wan stetmɛnt we i sɛn imel se: As a rizulta fɔ di kɔnsyus fɔ di kɔnsuma dɛn wɛlbɔdi biznɛs, wi kin si se di sɛl we dɛn de sɛl 7.5-ɔns tin dɛn na sɔm pat dɛn pan drink dɛn de bɔku, ɛn di we aw pipul dɛn de drink dɛn smɔl smɔl drink dɛn ya de mek pipul dɛn nɔ fil gilti.

Frɔm di rizin dɛn we mek dɛn chenj di pak we dɛn de pak na fɔrin makit, yu kin si se ilɛksɛf na big pak ɔ mini pak, biɛn di chenj we dɛn chenj di tin dɛn we dɛn de pak fɔ drink, na di brand rili de kia fɔ di chenj we di kɔstɔma dɛn nid ɛn we want fɔ sɛl fayn. Wetin na di patikyula chenj dɛn na di we aw di kɔshɔma grup dɛn lɛk fɔ bay na di domestik makit?

Nɔto 500ml nɔ ebul fɔ bay, bɔt 1000ml na mɔ kɔst-ɛfɛktiv

Start wit big pakej.

Akɔdin to Nielsen IQ '2024 China Beverage Industry Trend ɛn Outlook', 600ml-1249ml big rɛdi fɔ drink dɔn bi nyu growth pɔynt fɔ di drink industri insay di las ia. Dis spɛsifikɛshɔn sɛgmɛnt in shea fɔ sɛl akɔdin to ɔl di spɛsifikɛshɔn dɛn go gro frɔm 6.4% insay 2019 to 11.3% insay 2023. Big rɛdi-fɔ-drink drink dɛn inklud bak bɔku kategori, bitwin dɛn sɛl fɔ ɛnaji drink dɛn go inkrisayz bay 213% insay 2023 kɔmpia wit 2019, rɛdi-fɔ-drink ti bay 105%, ɛn kabɔnɛt drink dɛn bay 101%.

Wetin mek kɔstɔma dɛn lɛk big paket dɛn? Di kɔst pefɔmɛns na wan rizin. [1] .

Trade, bɔku tɛm dɛn bin de kɔl big big drink dɛn we dɛn pak diaosi. Tide, bɔku brand dɛn we de na di lonch fɔ big pak, dɛn go difayn as valyu.

Insay di difinishɔn fɔ netizens, diaosi men wan de tɔk bɔt di big bɔtul vɛshɔn fɔ chip drink dɛn wit klin pak, bɔt i win bay we i drink dɛbul di mɔni fɔ 1 ɔ 2 yuan mɔ pas di rɛgyula pak. [6] Bɔku netizen dɛn bin de jok se 'tri pies na fes, 4 pies na layf, nɔto smɔl bɔtul nɔ ebul fɔ pe, bɔt big bɔtul na mɔ kɔst-ɛfɛktiv.'

I nɔ mata di valyu fɔ di ɔutfit ɔ diaowu, di kɔr de pɔynt to di kɔst pefɔmɛns. Tek Oriental lif as ɛgzampul, Nongfu Spring ɔfishal Tmall flagship stoa, 900ml Oriental lif, 12 bɔtul wan bɔks, di aktif prays na 75 yuan, di avrej na 6.25 yuan/bɔtul. Di aktif prays fɔ 15 bɔtul 500ml Ɔriɛntal lif insay wan bɔks na 63.9 yuan, wit avrej 7.62 yuan fɔ wan bɔtul. We yu kɔmpia am wit di standad bɔtul, di prays fɔ ɛni 100 ml na 18.5% smɔl.

Semweso, Dongpeng Wata 555mL ɛn 1L gɛt prays fɔ 4 yuan ɛn 6 yuan, we ikwal to spɛn 2 yuan mɔ fɔ bay dɛbul di volyum.

Big pak kin mit di kɔstɔma dɛn sherin nid dɛn bak, mit di kɔstɔma dɛn imɔshɔnal valyu ɛn ɔda difrɛn nid dɛn. Dis we ya, di fɔs 1L ɛn 2L big pakej dɛn fɔ drink kin pe atɛnshɔn pan famili gɛda scene ɛn ɛmpɛsh 'shɛri', we stil de aplay tide.

'Di lonch fɔ big-pakɛj drink dɛn de mit di nid dɛn fɔ di chenj we di kɔstɔma dɛn de chenj di we aw dɛn de drink (fɔ go bak to rɛshɔnaliti ɛn fɔ fala di kɔnsɔmshɔn we nɔ de tek bɔku mɔni) ɛn fɔ mek di tin dɛn we dɛn de drink bɔku, ɛn i de mek bak di kɔstɔma dɛn gɛt difrɛn difrɛn tin dɛn we dɛn kin pik pan di spɛsifikɛshɔn dɛn.' Dongpeng drink bin tɔk wan tɛm insay wan intavyu wit di midia.

Smɔl paket dɛn de kam bak, we dɛn mek fɔ fit insay yu poket ɛn fɔ mek pipul dɛn lɛk yu

Da tɛm de, brand dɛn bin bigin fɔ push smɔl paket dɛn ivin bifo pas big wan dɛn.

Koka-Kola na bin wan pan di rili fɔs brand dɛn fɔ introduks smɔl smɔl paket dɛn na di Chaynish makit. Insay 2018, Koka-Kola bigin fɔ gi 200ml mini-kan pakej. Apat frɔm dat, na di Chaynish makit yu kin si bak di 300ml mini bɔtul fɔ Kɔka Kola ɛn 330ml mɔdan kan.

Frɔm da tɛm de, bay 2019, bɔku it ɛn drink brand dɛn dɔn lanch smɔl pak fɔ mit di 'kiut ikɔmi' briz, lɛk Yuanqi Fɔrɛst in mini kan we gɛt spaklin wata. Dis briz tu blo to di nyu ti drink trak, likl, ti en so on tu lanch 'mini cup' milk ti.

Insay di las ia dɛn, di briz we de blo smɔl smɔl tin dɛn we dɛn kin pak tin dɛn dɔn kɔntinyu fɔ blo. Insay 2023, di brand dɛn we de kam ɔp we Lemon Ripɔblik de ripresent go bak lanch 300ml pak. Insay Jun 2024, Koka-Kola bin anɔys na in ɔfishal wechat akɔn se di pɔkit bɔtul dɛn fɔ nyu Koka-Kola, Sprite ɛn Fanta prɔdak dɛn go layt, ɛn dɛn go lanch dɛn na Guangdong, Hubei, Yunnan ɛn Beijing frɔm Jun.

Jɔs lɛk big pakej, brand dɛn kin kip de ad nyu smɔl pakej dɛn fɔ mek dɛn go 'sɛl fayn' ɛn mit di nid dɛn fɔ di kɔstɔma dɛn. Speshal, di nid dɛm fɔ di kɔstɔma dɛm sɛf kin difrɛn.

Fɔ ɛgzampul, tink bɔt Kɔka-Kola. Di rizin fɔ mek Coca-Cola mek di nyu smɔl smɔl paket dɛn bak difrɛn.

Insay 2018, Koka-Kola bin lanch smɔl smɔl pak na Chaina, na wan say, fɔ fala di tren fɔ wɛlbɔdi, 'drink less is healthier; Apat frɔm dat, difrɛn spɛsifikɛshɔn dɛn fɔ pak gɛt difrɛn prayz bak, tru smɔl spɛsifikɛshɔn fɔ pak fɔ ridyus di kɔnsɔmshɔn trɛshɔld, fɔ mek di kɔnsɔmshɔn bɛlt bɔku, fɔ mek dɛn ebul fɔ mek di gro.

I bin ɛp bak fɔ mek Kɔk sɛl mɔ. Dɛn ripɔt se insay 2019, Swire Coca-Cola in mɔdan kan pak kabɔnɛt drink dɛn revenyu inkri bay 90%, bitwin dɛn mini mɔdan kan, we dɛn tek as nyu kɔshɔma tren, sɛf ajɔst 20% growth. Apat frɔm dat, akɔdin to di data statystiks fɔ COFCO Coca-Cola in ɛni ia ripɔt fɔ di fɔs haf fɔ 2021, di sɛl volyum ɛn revenyu fɔ mɔdan kan ɛn mini mɔdan kan inkrisayz pas 50%.

We kɔshɔma dɛn de wɔri bɔt spɛnd, 'pakɛj inovashɔn de ple big pat,' na so di CEO fɔ Kɔka-Kola, Jems Kwinsi, bin tɔk di tɛm we di kɔmni bin de kɔl fɔ gɛt mɔni insay 2022.

Afta siks ia, Koka-Kola de push di poket botul lait fo emphasize im portability.

Na Coca-Cola in ɔfishal wechat akaunt, di makɛt kampen wit di nyu poket bɔtul na sitiwɔk, we dɔn rili pɔpul dis biɛn tɛm. Coca-Cola bin lans di tɛm-limited klok aktiviti na di blɔk fɔ Refreshing bag. Dɛn bin mek di fɔs ples fɔ stɔp na Nantou Ancient City of Shenzhen, ɛn dɛn bin mek 18 say dɛn fɔ klok fɔ am.

Yu Jianzeng se drink pak de divɛlɔp insay smɔl paket, bikɔs smɔl paket dɛn rili fayn fɔ kɛr am ɛn dɛn kin put am bak insay uman bag, so frut jus, kabɔnɛshɔn ɛn ɔda smɔl paket dɛn de kam fɔ bi pɔpul mɔ ɛn mɔ.

Apat frɔm di pɔtabiliti, smɔl paket dɛn kin mit bak di difrɛn difrɛn nid dɛn we di kɔstɔma dɛn gɛt.

Di sɛnɛriɔ fɔ smɔl paket dɛn rili rich bikɔs smɔl ficha dɛn kin rili fleksibul fɔ adap to difrɛn sɛnɛriɔ dɛn. Di rizin dɛn we mek kɔstɔma dɛn kin pik fɔ bay smɔl paket dɛn na gud pak, brayt advatayzmɛnt, rɛkɛmɔndeshɔn frɔm padi dɛn ɛn fɔ mek dɛnsɛf gladi, we kin mit di imɔshɔnal valyu we kɔstɔma dɛn gɛt.

Apat frɔm dat, bɔku tɔk de bɔt smɔl pakej na soshal midia, ɛn di evalueshɔn fɔ 'kiut' ɛn 'intrestin' kin drɛb ay diskishɔn ɔt.

Apat frɔm dat, pipul dɛn we de bay tin dɛn kin pe atɛnshɔn mɔ ɛn mɔ to wɛlbɔdi biznɛs. Ivin fɔ drink dɛn we gɛt bɔku kalori, smɔl paket dɛn kin ridyus di kalori we di wan dɛn we de it kin gɛt ɛn mit di dimand fɔ ridyus di shuga. If yu yuz tin dɛn we klin, yu kin it smɔl paket dɛn insay wan de we yu nɔ gɛt ɛnitin fɔ mek yu nɔ pwɛl, ɛn dis kin mek yu nɔ pwɛl.

'We wi ɔndastand di nid fɔ man ɛn uman kɔstɔma dɛn kin ɛp wi fɔ plan nyu prɔdak ɛn prɔdak pɔtfɔlio dɛn bɛtɛ bɛtɛ wan,' Yu tɔk insay in tɔk. We yu luk bak, ilɛksɛf di paket big ɔ smɔl, in men tin na fɔ mit di nid dɛn we di kɔstɔma dɛn gɛt, ɛn di men gol na fɔ rili 'sɛl fayn'.