Okutunda obulungi, package erina okuba ennene oba entono .

Mu ngeri etasuubirwa, obunene n'obunene bw'okupakinga ebyokunywa bifuuse 'sente z'embeera z'abantu' ez'abavubuka.

ku Weibo, omulamwa gwa . Okupakinga kw’ebyokunywa okunene kutera okunoonyezebwa. Omulamwa lwaki okupakinga kwa #1L kufuuse ssente z’embeera z’abantu mu bavubuka basomeddwa abantu abasoba mu bukadde 69 okuva mu kiseera ky’amawulire, era emitwe emirala egyekuusa ku nsonga eno nagyo gisomeddwa abantu abasoba mu bukadde bumu.

Obupapula obutono bulina ebbugumu erisingako. Okugeza, akatono aka package of oriental leaves kamanyiddwa nnyo, era abamu ku netizens ne DIY . 335ml ebikoola by’obuvanjuba mu package entono. Post, eriko omutwe 'Ekikoola ky'obuvanjuba ekisinga obutono ku yintaneeti,' kirina 30,000 likes, abasoba mu 1,900 abaagalwa n'okusoba mu 1,000.

Era emmeeme ya net friend ebuuza -- ani abalabi ba 100ml drink? Abantu bangi bakomentinga: 'This lovely small package just want to taste', 'ne bw'ogigula nga toginywedde is super cute'...

Okupakinga okunene n’okutono Ebbugumu ery’amaanyi, ebika bingi byatandika okufuula okupakinga okunene oba okutono. .

Okusinziira ku Nielsen IQ '2024 China ebyokunywa omulembe trend ne Outlook', 600ml-1249ml ennene ready-to-drink efuuse ekifo ekipya eky'okukulaakulana mu mulimu gw'ebyokunywa mu myaka egiyise.

Nze emyaka egiyise, ebika byombi eby’ennono n’ebika ebikyakula ddala bikoze akajagalalo ku bikwata ku kupakira. Ng’oggyeeko okutongoza ebipapula nga 500ml, batongozza n’okupakinga okunene nga 1L oba nga 300ml entono.

Okugeza, ebikoola by’obuvanjuba, ng’oggyeeko . 500ml packaging , era yatongozza 900ml ne 335ml packaging;

Pulsation era efulumira mu bipapula ebinene ebya 1L n’obupapula obutono obwa 400ml. Brand even 'yakola ekintu kyonna' ku 1L large package, n'ebigambo 'ebirungi ~ birungi ~ birungi ~ big' ebikubiddwa ku ccupa.

Okugatta ku ekyo, waliwo ekibira kya Vitality, ebibala ebikungudde, omukozi w’awaka, lemon Republic... ng’oggyeeko ebyokunywa ebipakiddwa, enkyukakyuka mu nkola y’okupakinga nabyo bitera nnyo mu caayi omupya, wayini n’okutuuka ku mmere ey’okwesanyusaamu.

Lwaki ebika bino bitandika okweyongera obunene oba ebitono mu sayizi z’ebipapula? Emabega w’enkyukakyuka mu nkola y’okupakinga, obwetaavu bw’akatale obw’engeri ki obukwatagana nakyo?

Ebintu ebinene n’ebitono eby’ebyokunywa si bipya. Naye mu myaka egiyise, abaguzi beeyongera okufaayo ku bipapula ebinene n’ebitono. Okusobola okutuukiriza ebyetaago by'abaguzi, ebika bingi bitandika 'Work Hard' ku bikwata ku kupakira.

Ebikoola by’obuvanjuba kye kyokulabirako ekimanyiddwa.

Mu mwaka gwa 2011, Nongfu Spring yatongoza ebikoola by’obuvanjuba, eccupa ya caayi ataliimu ssukaali 500ml. Mu October wa 2019, Oriental Leaf yasooka okutongoza mini package ya 335ml oluvannyuma lw’emyaka munaana ku katale.

Mu mwaka gwa 2023, abavubuka bajja kweyongera okufaayo ku byokunywa ebinene ebipakiddwa. Oriental Leaf yatongoza eccupa ennene eza 900ml ku dduuka lyayo erya tmall flagship ku ntandikwa y’omwaka ogwo. Omwaka guno we gunaatuukira, eccupa ya 900ml ey’ebikoola by’obuvanjuba ebadde evudde mu mikutu egy’ebweru, era n’etuuka n’okukwata ekifo kya C ku sselefu.

FBIF yalambudde ebifo bingi era n’ezuula nti ebikoola bya 900ml eby’omu buvanjuba byandisangibwa buli wamu, ka kibeere mu supamaketi ennene oba mu maduuka g’eby’amaguzi mu kibuga.

Bwe kityo bwe kiri ne ku kibira kya Vitality. Mu 2018, ekibira kya Yuanqi kyafulumya ekintu kyakyo ekya classic, sooda sparkling water. Mu kiseera ekyo, obunene bw’amazzi gano agayakaayakana bwali bukyali 480ml. Mu May 2020, ekibira kya Yuanqi kyatongoza ebidomola bya mini bitaano eby’amazzi agayakaayakana nga buli kimu kirimu obuwoomi obw’enjawulo, nga buli kamu ka 200ml. Nga wayiseewo akaseera katono, obucupa obutono obwa 280ml, obucupa obunene 1.25L bubadde ku katale.

Ng’oggyeeko amazzi ga sooda, ebintu ebirala eby’omu kibira kya Yuanqi nabyo bifulumye mu bunene obunene n’obutono mu myaka egiyise, gamba ng’eccupa ya 450ml eya Yuanqi Forest Milk Tea eyatongozebwa mu 2019, ne 300ml mini milk tea yatongozebwa omwaka gumu bukya etongozebwa. Ekintu ekipya ekya Iced Tea, kigenda kutongozebwa mu bujjuvu mu 2023 mu 450ml packaging. Nga wayise ekitundu ky’omwaka, Yuanqi Forest yalangiridde okutongoza 900ml packaging.

Mu myaka egiyise, waliwo ebintu bingi ebipakiddwamu nga bifuuse binene oba bitono. Okugeza, Huiyuan ejja kutongoza ebipipa by’obusobozi obunene 2L mu 2022. Ekyokunywa kya Dongpeng bwe kyatongoza ekintu kyakyo ekipya 'rehydrate' mu January 2023, mu kiseera kye kimu yatongoza 555ml ne 1L obusobozi mu nsonga z’okupakinga ebintu; You Cong Gas nayo etongozza 2L large packaging omwaka guno.

Mu butuufu, package ennene nga 1L ne package entono nga 300ml tezilabiseeko mu myaka egiyise. Emabegako, ebika nga Tingyi, Uni-President, Coca Cola ne Pepsi Cola kyalina ebiragiro eby’enjawulo eby’okupakinga nga bukyali mu 2019.

Bw’ogeraageranya n’ebyo eby’emabega, kiyinza okuzuulibwa nti waliwo enkyukakyuka eyeeyolese nti ebyokunywa ebinene n’ebitono ebipakiddwa tebikyakoma ku mubisi gwa bibala n’ebyokunywa ebirimu kaboni, wabula bitandika okugenda mu caayi ataliimu ssukaali, ebyokunywa ebikola, caayi w’ebibala n’ebitundu ebirala eby’okunywa .

Ebbugumu ly’okupakinga okunene terikoma ku by’okunywa ebipakiddwa. Okupakinga ennyimba endala, gamba nga caayi omupya n’emmere ey’akawoowo nayo yeeyongera obunene.

Ebika bya caayi bingi ebipya bireese endowooza ya 'Vat'. Mu May 2022, Nayue yatongoza mu lunyiriri lw'ebintu ebinene ebya 1L ebya 'domineer liita emu peach', 'domineer liita emu eya Bayberry Lemon Barrel' ne 'domineer one-litre peach'. Era etongozeddwa mu bipipa by’ekika kino waliwo caayi 100, caayi ow’edda, ssenga wa Shanghai, ekitabo era nga kyokya omuddo ogw’enjogera n’ebirala.

Ebikwata ku kupakinga ebyokunywa bikyuka, nga tebikoma ku katale k’omunda mu ggwanga, okutunuulira akatale k’ensi yonna, okupakinga eby’okunywa nabyo byeyongera obunene oba bitono.

Mu mwaka gwa 2019, Coca-Cola yatongoza eccupa za 350ml ne 700ml ku katale k’e Japan. Ku mukutu gwayo ogwa yintaneeti, Coca-Cola ennyonnyola lwaki okupakinga okupya kuleetebwa -- mu kwanukula omuwendo gw’abaana abazaalibwa mu Japan, abantu abakaddiye n’omuwendo gw’amaka amatono okweyongera, 350ml za Coke zisaanira omuntu omu, 700ml zisaanira abantu babiri okunywa. [2].

Amazzi ga Pokuang Li Water ga 900ml gabadde geeyongedde mu myaka egiyise. Okusinziira ku bakozi ba Otsuka, 'okuva omwaka oguwedde lwe gwaggwaako, obungi bw'okutunda bweyongedde ne digito bbiri buli mwezi.' [3]

Kkampuni ya Bungereza eya Moju yatongoza Booster Series mu 60ml packaging mu 2016, n’eddirirwa 420ml packaging mu 2023 okusobola okutuukiriza ebyetaago eby’enjawulo eby’abaguzi.

Kkampuni y’Abachina eya McDovey nayo efunye omuze gw’okupakinga ennyo caayi ataliimu ssukaali mu katale k’ensi yonna. Okusobola okutuukiriza ebyetaago by’obutale bw’Abachina n’Abamerika, McDovido yalonze package ya 750ml oversize. Mu November 2022, McDovedo mu kiseera kye kimu yatongoza 750ml 'Great Oolong Tea' mu China ne Amerika.

Mu katale k’e North America, omuze gw’okupakinga ebyokunywa ebinene gutuuse n’okutwalibwa mu mulimu ogw’oku ntikko. Ron Skotleski, omumyuka wa pulezidenti w’okutunda n’okutunda mu kitongole ky’ebyokunywa mu North America ekya Crown Holdings, omukugu mu kukola ebyuma, bwe yategeezezza mu kiwandiiko kye yawandiikidde ku email: ekivudde mu kweraliikirira kw’abaguzi ku bulamu bw’abaguzi, tusobola okulaba okweyongera okw’amaanyi mu kutunda ebipipa bya 7.5 mu bitundu ebimu eby’okunywa, era okukozesa ebyokunywa bino ebitono kifuula abaguzi obutaba na musango mutono.

Okuva ku nsonga ezireetera okupakinga mu butale bw’ebweru, kiyinza okuzuulibwa nti ka kibeere nga kipakiddwa kinene oba mini packaging, emabega w’enkyukakyuka y’okupakinga eby’okunywa, mu butuufu kye kika ekikola ku byetaago by’abaguzi ebikyukakyuka era nga byagala okutunda obulungi. Enkyukakyuka ki entongole mu kugula ebibinja by’abaguzi mu katale k’omunda mu ggwanga?

Si 500ml tesobola kugula, naye 1000ml esinga kusaasaanya ssente .

Tandika n’okupakinga okunene.

Okusinziira ku Nielsen IQ '2024 China ebyokunywa omulembe trend ne Outlook', 600ml-1249ml ennene ready-to-drink efuuse ekifo ekipya eky'okukulaakulana mu mulimu gw'ebyokunywa mu myaka egiyise. Omugabo gw’ekitundu kino eky’okutunda mu byonna ebikwata ku nsonga zonna gujja kukula okuva ku bitundu 6.4% mu 2019 okutuuka ku bitundu 11.3% mu 2023. Ebyokunywa ebinene ebyetegefu-okunywebwa nabyo birimu ebika ebingi, nga mu bino okutunda ebyokunywa ebiwa amaanyi kujja kweyongera ebitundu 213% mu 2023 bw’ogeraageranya ne 1019, TEA 105%.

Lwaki abaguzi baagala nnyo packages ennene? Enkola y’omuwendo y’emu ku nsonga. [1].

Edda ebyokunywa ebinene ebipakiddwa byateranga okuyitibwa diaosi. Leero, ebika bingi mu kutongoza ebipapula ebinene, bijja kunnyonnyolwa ng’omuwendo.

Mu ntegeeza ya netizens, diaosi okusinga etegeeza eccupa ennene ey’ebyokunywa eby’ebbeeyi entono n’okupakinga okwa bulijjo, naye awangula ng’anywa emirundi ebiri ssente za 1 oba 2 yuan okusinga ku packaging eya bulijjo. [6] Bangi ku mikutu gya yintaneeti baasaaga nti 'Ebitundu bisatu ffeesi, ebitundu bina obulamu, si bucupa butono tebusobola kwesasulira, naye eccupa ennene zisinga kusaasaanya ssente nnyingi.'

Ka kibeere nti olugoye oba Diaowu omugaso ki, omusingi gulaga omutindo gw’ensimbi ezisaasaanyizibwa. Twala ebikoola by’obuvanjuba ng’ekyokulabirako, sitoowa ya tmall entongole eya Nongfu Spring, ebikoola bya 900ml eby’obuvanjuba, eccupa 12 a box, ebbeeyi ekola eri 75 yuan, average eri 6.25 yuan/bottle. Bbeeyi ekola ey’eccupa 15 ez’ebikoola bya 500ml eby’omu buvanjuba mu bbokisi eri 63.9 Yuan, nga buli ccupa ya Yuan 7.62. Bw’ogeraageranya n’eccupa eya bulijjo, bbeeyi ya buli 100 mL eri wansi ebitundu 18.5%.

Mu ngeri y’emu, DongPeng Water 555ml ne 1L zigula 4 yuan ne 6 yuan, nga kino kyenkanawa n’okusaasaanya 2 yuan more okugula emirundi ebiri.

Okupakinga okunene era kuyinza okutuukiriza ebyetaago by’abaguzi okugabana, okutuukiriza omugaso gw’abaguzi mu nneewulira n’ebyetaago ebirala eby’enjawulo. Mu ngeri eno, ebipapula ebinene eby'ebyokunywa 1L ne 2L ebisooka bitera okussa essira ku bifo eby'okukung'aanya amaka n'okuggumiza 'okugabana', ekikyakola ne leero.

'Okutongoza ebyokunywa ebipakiddwa ebinene kituukiriza ebyetaago by'abaguzi bye baagala okukozesa (okudda mu nsonga n'okugoberera enkozesa etali ya ssente nnyingi) n'okugaziya enkola z'okukozesa, era kisobozesa n'abaguzi okuba n'okulonda okw'enjawulo mu bikwata ku nsonga.' Dongpeng Beverage omulundi gumu mu mboozi ey'okubuuza ebibuuzo.

Packages entonotono zikola comeback, ezikoleddwa okutuuka mu nsawo yo n’abantu abagala .

Mu kiseera ekyo, brands zaatandika okusika obupapula obutonotono nga bukyali okusinga obunene.

Coca-Cola y’emu ku kkampuni ezaali zisooka okuyingiza obupapula obutonotono ku katale k’Abachina. Mu 2018, Coca-Cola yatandika okuwaayo mini-can package za 200ml. Okugatta ku ekyo, mu katale k’Abachina era osobola okulaba eccupa ya mini eya 300ml eya Coca Cola ne 330ml ey’omulembe.

Okuva olwo, omwaka 2019 we gunaatuukira, ebika by'emmere n'ebyokunywa bingi bitandise okupakinga obutonotono okutuukiriza empewo ya 'cute eby'enfuna', nga Yuanqi Forest's mini can of sparkling water. Empewo eno era yafuuwa ku luyimba olupya olwa caayi olw'ebyokunywa, akatono, caayi n'ebirala era ne gutongozebwa 'mini cup' milk tea.

Mu myaka egiyise, empewo y’okupakinga obutonotono yeeyongedde okufuuwa. Mu mwaka gwa 2023, ebika ebigenda okuvaayo ebikiikirirwa Lemon Republic nabyo byakutandika okupakinga 300ml. Mu June 2024, Coca-Cola yalangirira ku akawunti yaayo entongole eya WeChat nti eccupa z’ensawo ez’ebintu ebipya ebya Coca-Cola, Sprite ne Fanta zigenda kuba nnyangu, era nga zigenda kutongozebwa mu Guangdong, Hubei, Yunnan ne Beijing okuva mu June.

Nga bwekiri ku packages ennene, brands zisigala zigatta obupapula obupya okusobola 'okutunda well' n'okutuukiriza ebyetaago by'abaguzi. Okusingira ddala, ebyetaago by’abaguzi nabyo byawukana.

Twala Coca-Cola, okugeza. Ensonga eziviirako obupapula obupya obwa Coca-Cola nazo za njawulo.

Mu mwaka gwa 2018, Coca-Cola yatongoza okupakinga okutono mu China, ku ludda olumu, okugoberera omuze gw’obulamu, 'okunywa kitono kibeera kya bulamu;okugatta ku ekyo, ebiragiro eby’enjawulo eby’okupakinga nabyo birina emiwendo egy’enjawulo, okuyita mu bipimo ebitono eby’okupakinga okukendeeza ku muwendo gw’okukozesa, okugaziya omusipi gw’okukozesa, okusobola okuvuga okukula.

Era kyayamba Coke okutunda ebisingawo. Kigambibwa nti mu mwaka gwa 2019, Swire Coca-Cola’s can modern can packaging carbonated drinks revenue eyongedde okutuuka ku bitundu 90%, nga mu bino Mini Modern Can, etwalibwa ng’omuze omupya ogw’abaguzi, nayo yatuuka ku nkula ya bitundu 20%. Okugatta ku ekyo, okusinziira ku bibalo by’ebiwandiiko ebya COFCO Coca-Cola ey’omwaka mu kitundu ekisooka ekya 2021, obungi bw’ebintu ebitundibwa n’enyingiza ya CAN ey’omulembe ne Mini Modern CAN yayongezeddwa ebitundu ebisukka mu 50%.

Abaguzi bwe baba nga beeraliikirivu olw’okusaasaanya, 'Okupakinga obuyiiya kikola kinene,' akulira Coca-Cola James Quincey bwe yategeezezza mu kuyita kwa kkampuni mu 2022.

Oluvannyuma lw’emyaka mukaaga, Coca-Cola esika ettaala y’eccupa y’ensawo okuggumiza okutambuza kwayo.

Ku akawunti ya WECHAT entongole eya Coca-Cola, kampeyini y’okutunda n’eccupa empya ey’omu nsawo ye Citywalk, ebadde emanyiddwa ennyo gye buvuddeko. Coca-Cola yatongozza omulimu gw’okukuba essaawa mu bbulooka y’ensawo ewummuza obudde. Ekifo ekisooka kyali kiteekeddwa mu kibuga Nantou eky’edda ekya Shenzhen, era ebifo 18 we byakolebwanga nga bitegekeddwa.

Yu Jianzeng agamba nti okupakinga ebyokunywa kukulaakulana mu bupapula obutonotono, kubanga obupapula obutonotono busaanira nnyo okukola era osobola n’okuteekebwa mu nsawo z’abakyala, kale omubisi gw’ebibala, kaboni n’obupapula obulala obutonotono bweyongera okwettanirwa.

Ng’oggyeeko okutambuza, obupapula obutonotono era busobola okutuukiriza ebyetaago by’abaguzi ebyeyongera okuba eby’enjawulo.

Ensonga ya packages entono egagga nnyo kubanga ebifaananyi ebitonotono bisobola okukyukakyuka ennyo okusobola okukwatagana n’embeera ez’enjawulo. Ensonga lwaki abaguzi basalawo okugula obupapula obutonotono mulimu okupakinga obulungi, okulanga okutangaavu, okuteesa okuva mu mikwano n’okwesanyusaamu, ekiyinza okutuukiriza omugaso gw’abaguzi mu nneewulira.

Okugatta ku ekyo, waliwo okukubaganya ebirowoozo kungi ku kupakira okutono ku mikutu gya yintaneeti, era okwekenneenya 'cute' ne 'interesting' kutera okuvuga ebbugumu ery'okukubaganya ebirowoozo erya waggulu.

Okugatta ku ekyo, abaguzi beeyongera okufaayo ku bulamu. Ne ku by’okunywa ebirimu kalori nnyingi, obupapula obutonotono busobola okukendeeza ku buzito bwa kalori obw’abaguzi n’okutuukiriza obwetaavu bw’okukendeeza ku ssukaali. Nga olina ebirungo ebiyonjo, obupapula obutonotono busobola okuliibwa mu lunaku lumu nga tolina bikuuma, okwewala obulabe bw’okwonooneka.

'Okutegeera ebyetaago by'abaguzi abasajja n'abakazi kisobola okutuyamba okuteekateeka obulungi ebintu ebipya n'ebifo by'ebintu,' Yu bwe yategeezezza mu kwogera kwe. Okutunuulira emabega, oba package nnene oba ntono, omusingi gwayo kwe kutuukiriza ebyetaago by'abaguzi, era ekigendererwa ekisembayo mu butuufu kwe 'okutunda bulungi'.