Okutunda Obulungi, Package Esaana Ebeere Ennene Oba Entono

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

Ku Weibo, omulamwa gwa... ebipapula ebinene eby’okunywa bitera okunoonyezebwa. Omulamwa gw’ensonga lwaki #1L packaging efuuse social currency y’abavubuka gusomeddwa abantu abasoba mu bukadde 69 okutuuka mu budde bw’amawulire, era emitwe emirala egyekuusa ku nsonga eno nagyo gisomeddwa abantu abasoba mu bukadde bumu.

Obupapula obutonotono bulina ebbugumu erisingako. Okugeza, akapapula akatono ak’ebikoola by’omu Buvanjuba kettanirwa nnyo, era abamu ku ba yintaneeti batuuka n’okukola DIY Ebikoola by’obuvanjuba 335ml mu kipapula ekitono. Ekiwandiiko kino ekyatuumiddwa 'Ekikoola ky'amawanga g'obuvanjuba ekisinga obutono ku yintaneeti,' kirimu abantu 30,000 abakiwagira, abasoba mu 1,900 be basinga okwagala n'okuteesa abasoba mu 1,000.

Era omwoyo gwa mukwano gwa net gubuuza -- ani abalabi b'ekyokunywa kya 100ml? Abantu bangi commented: 'This lovely small package just want to taste', 'nebwogigula nga tonywa ka super cute'...

Okupakinga okunene n’okutono ebbugumu lingi, ebika bingi byatandika okufuula okupakinga okunene oba okutono. 'Omuwendo n'obupapula obutonotono bye bivuga okukula kw'amakolero gonna ag'ebyokunywa,' Jian Yu, maneja omukulu owa Kantar Worldpanel Greater China bwe yategeezezza mu lukiiko lwa FBIF2024 Food and Beverage Innovation Forum.

Okusinziira ku Nielsen IQ '2024 China Beverage Industry Trend and Outlook', 600ml-1249ml ennene eyeetegefu okunywa efuuse ekifo ekipya eky'okukula kw'amakolero g'ebyokunywa mu myaka egiyise.

Nze emyaka egiyise, byombi ebika by’ennono n’ebika ebipya ddala bikoze akajagalalo ku bikwata ku kupakinga. Ng’oggyeeko okutongoza okupakinga nga 500ml, batongozza n’okupakinga okunene nga 1L oba okupakinga okutono nga 300ml.

Okugeza ebikoola by’omu Buvanjuba, ng’oggyeeko 500ml packaging , era yatongozza okupakinga 900ml ne 335ml;

Pulsation era erabika mu bupapula obunene obwa 1L n’obupapula obutono obwa 400ml. Ekika kino kyatuuka n'oku 'koze ekintu kyonna' ku 1L ekipapula ekinene, nga ku ccupa kuliko ebigambo 'kirungi ~ kirungi ~ kirungi ~ kinene'.

Okugatta ku ekyo, waliwo vitality Forest, Ripe fruit, Minute Maid, Lemon Republic... Ng’oggyeeko okupakinga ebyokunywa, enkyukakyuka mu kupakinga specifications nazo zitera nnyo mu caayi omupya, wayini ne wadde emmere ey’akawoowo.

Lwaki ebika bino bitandise okukula oba okukendeera mu sayizi za package? Emabega w’okukyusa ebiragiro by’okupakinga, obwetaavu bw’akatale bwa ngeri ki obukwatagana nabwo?

Ebipapula by’ebyokunywa ebinene n’ebitono si bipya. Naye mu myaka egiyise, abaguzi beeyongera okufaayo ku bipakiddwa ebinene n’ebitono. Okusobola okutuukiriza ebyetaago by'abaguzi, ebika bingi bitandika 'okukola ennyo' ku bikwata ku kupakinga.

Ebikoola by’obuvanjuba kyakulabirako kya bulijjo.

Mu 2011, Nongfu Spring yatongoza Oriental Leaves, eccupa ya caayi ataliimu ssukaali wa mililita 500. Mu October wa 2019, Oriental Leaf yasooka kutongoza mini package ya 335ml oluvannyuma lw’emyaka munaana ku katale.

Mu mwaka gwa 2023, abavubuka bagenda kwongera okufaayo ku byokunywa ebinene ebipakiddwa. Oriental Leaf yatongoza obucupa obunene obwa 900ml ku dduuka lyayo erya Tmall flagship store ku ntandikwa y’omwaka ogwo. Omwaka guno we gwatuukira, eccupa ya Oriental Leaves eya 900ml ebadde efulumiziddwa mu mikutu egitali ku mutimbagano, era n’etuuka n’okukwata ekifo kya C ku sselefu.

FBIF yalambudde ebifo bingi ne bakizuula nti ebikoola by’amawanga g’obuvanjuba 900ml bisobola okusangibwa buli wamu, ka kibeere mu supamaketi ennene oba mu maduuka g’omu bibuga.

Bwe kityo bwe kiri ne ku kibira kya Vitality. Mu 2018, Yuanqi Forest yafulumya ekintu kyayo ekya kalasi, sooda sparkling water. Mu kiseera ekyo, obunene bw’amazzi gano agayakaayakana bwali bukyali 480ml. Mu May wa 2020, Yuanqi Forest yatongoza mini cans ttaano ez’amazzi agayakaayakana nga buli emu ya buwoomi obw’enjawulo, nga buli emu ya 200ml. Nga wayise akaseera katono, obucupa obutono obwa 280ml, obucupa obunene obwa 1.25L bubadde ku katale.

Ng’oggyeeko amazzi aga sooda, ebintu ebirala ebikolebwa mu kibira kya Yuanqi nabyo bizze birabika mu sayizi ennene n’entono mu myaka egiyise, gamba ng’eccupa ya caayi w’amata ga Yuanqi Forest eya 450ml eyatongozebwa mu 2019, ne caayi w’amata omutono eya 300ml eyatongozebwa nga wayise omwaka gumu bukya etongozebwa. Ekintu kino ekipya, iced tea, kigenda kutongozebwa mu bujjuvu mu 2023 mu bipapula bya 450ml. Nga wayise ekitundu ky’omwaka, ekibira kya Yuanqi kyalangirira okutongoza okupakinga kwa 900ml.

Mu myaka egiyise, waliwo ebintu bingi ebipakiddwa ebifuuse ebinene oba ebitono. Okugeza, Huiyuan egenda kutongoza ebipipa ebinene ebya 2L mu 2022. Dongpeng Beverage bwe yatongoza ekintu kyayo ekipya 'Rehydrate' mu January 2023, mu kiseera kye kimu yatongoza obusobozi bwa 555mL ne 1L mu nsonga z'okupakinga; You Cong gas nayo yatongozza okupakinga okunene okwa 2L omwaka guno.

Mu butuufu, ekipapula ekinene ekya 1L nga 1L n’ekipapula ekitono ekya 300ml tebirabise mu myaka egiyise. Emabegako kkampuni nga Tingyi, Uni-President, Coca Cola ne Pepsi Cola zaali zirina ebiragiro eby’enjawulo mu kupakinga nga mu mwaka gwa 2019.

Bw’ogeraageranya n’ebyayita, kiyinza okuzuulibwa nti waliwo enkyukakyuka eyeeyolese nti ebyokunywa ebinene n’ebitono ebipakiddwa tebikyakoma ku mubisi gw’ebibala n’ebyokunywa ebirimu kaboni, wabula bitandika okugenda ku caayi ataliimu ssukaali, ebyokunywa ebikola, caayi w’ebibala n’ebyokunywa ebirala ebitonotono

Ebbugumu ly’okupakinga ebinene terikoma ku kupakinga byakunywa byokka. Okupakinga ennyimba endala, gamba nga caayi omupya n’emmere ey’akawoowo nayo yeeyongera obunene.

Ebika bya caayi bingi ebipya bireese enkola ya 'VAT'. Mu May 2022, Nayue yatongoza mu lunyiriri ebintu ebinene ebya 1L ebya 'Domineer One-liter Peach', 'Domineer One-Liter Bayberry Lemon barrel' ne 'Domineer One-liter peach'. Era etongozeddwa mu bipipa bya brand eno mulimu caayi 100, caayi ow’edda, Shanghai ssenga, ekitabo nakyo okwokya omuddo gw’enjogera n’ebirala.

Ebikwata ku kupakinga ebyokunywa bikyuka, tebikoma ku katale ka ggwanga lyokka, bw’otunuulira akatale k’ensi yonna, n’okupakinga ebyokunywa nabyo bigenda bikula oba bitono.

Mu 2019, Coca-Cola yatongoza obucupa bwa 350ml ne 700ml ku katale k’e Japan. Ku mukutu gwayo ogwa yintaneeti, Coca-Cola ennyonnyola lwaki ebipapula ebipya bitongozebwa -- mu kwanukula omuwendo gw’abaana abazaalibwa mu Japan omutono, okukaddiwa kw’abantu n’amaka amatono okweyongera, 350ml za Coke zisaanira omuntu omu, 700ml zisaanira abantu babiri okunywa. [2] .

Amazzi ga Pokuang Li aga 900ml gabadde geeyongera mu Japan mu myaka egiyise. Okusinziira ku bakozi ba Otsuka, 'okuva ku nkomerero y'omwaka oguwedde, omuwendo gw'ebintu ebitundibwa gweyongedde digito bbiri buli mwezi.' [3]

Kkampuni y’ebyokunywa eya MOJU eya Bungereza yatongoza Booster series mu 60ml mu 2016, n’eddirirwa 420ml mu 2023 okusobola okutuukiriza ebyetaago by’abaguzi eby’enjawulo.

Kkampuni y’Abachina eya McDovey nayo elabye omuze gw’okupakinga caayi ataliimu ssukaali mu bunene ku katale k’ensi yonna. Okusobola okutuukiriza ebyetaago by’obutale bwa China n’Amerika, McDovido yalonze ekipapula ekinene ennyo ekya 750ml. Mu November 2022, McDovedo mu kiseera kye kimu yatongoza 'Great Oolong Tea' eya 750ml mu China ne Amerika.

Mu katale ka North America, omuze gw’okupakinga ebyokunywa ebinene gutuuse n’okusiigibwa mu makolero ag’okungulu. Ron Skotleski, omumyuka wa pulezidenti w’okutunda n’okutunda mu kitongole ky’ebyokunywa mu North America ekya Crown Holdings, ekola ku by’okupakinga ebyuma, yategeezezza mu kiwandiiko kye yafulumizza ku email nti: Olw’okweraliikirira kw’abaguzi ku bulamu, tusobola okulaba okweyongera okw’amaanyi mu kutunda ebibbo bya 7.5-ounce mu bitundu ebimu eby’ebyokunywa, era okukozesa ebyokunywa bino ebitonotono kireetera abaguzi okuwulira nga tebalina musango.

Okusinziira ku nsonga ezivuddeko okukyusa okupakinga mu butale bw’ebweru, kiyinza okuzuulibwa nti ka kibeere okupakinga okunene oba okupakinga okutono, emabega w’okukyusa okupakinga ebyokunywa, mu butuufu ye brand ekola ku byetaago by’abaguzi ebikyukakyuka era eyagala okutunda obulungi. Nkyukakyuka ki ezenjawulo mu ngeri ebibinja by’abaguzi bye baagala mu kugula mu katale k’omunda mu ggwanga?

Si 500ml tosobola kugula, naye 1000ml esinga kukendeeza ku ssente

Tandika n’okupakinga ebinene.

Okusinziira ku Nielsen IQ '2024 China Beverage Industry Trend and Outlook', 600ml-1249ml ennene eyeetegefu okunywa efuuse ekifo ekipya eky'okukula kw'amakolero g'ebyokunywa mu myaka egiyise. Omugabo gw’ekitundu kino eky’enjawulo mu kutunda mu nkola zonna gugenda kukula okuva ku bitundu 6.4% mu 2019 okutuuka ku bitundu 11.3% mu 2023. Ebyokunywa ebinene ebyetegefu okunywa nabyo birimu ebika ebiwerako, nga mu bino okutunda ebyokunywa ebinyweza amaanyi kugenda kweyongera ebitundu 213% mu 2023 bw’ogeraageranya ne 2019, caayi omwetegefu okunywa ebitundu 105%, n’ebyokunywa ebirimu kaboni nga ebitundu 101%.

Lwaki abaguzi baagala nnyo ebipapula ebinene? Enkola y’ebisale y’emu ku nsonga. [1] .

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

Mu nnyonyola ya netizens, diaosi okusinga kitegeeza enkyusa ennene ey’eccupa ey’ebyokunywa ebya layisi nga bipakiddwa mu ngeri ennyangu, naye awangula ng’anywa ssente ezikubisaamu emirundi ebiri ku yuan 1 oba 2 okusinga ku zipakiddwa bulijjo. [6] Bangi ku ba netizens basaaga nti 'ebitundu bisatu ffeesi, ebitundu bina bulamu, si bucupa butono tebusobola, naye obucupa obunene businga kukendeeza ssente.'

Nga tetufuddeeyo ku muwendo gw’olugoye oba diaowu, omusingi gusonga ku nkola y’omuwendo. Twala ebikoola by’obuvanjuba ng’ekyokulabirako, Nongfu Spring official Tmall flagship store, 900ml ebikoola by’obuvanjuba, eccupa 12 buli bbokisi, bbeeyi ekola eri 75 yuan, average eri 6.25 yuan/eccupa. Bbeeyi ekola ey’eccupa 15 ez’ebikoola by’obuvanjuba ebya mililita 500 mu bbokisi eri ya Yuan 63.9, 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 Yuan 4 ne Yuan 6, nga kino kyenkanawa n’okusaasaanya yuan 2 endala okugula emirundi ebiri volume.

Okupakinga okunene era kusobola okutuukiriza ebyetaago by’abaguzi eby’okugabana, okutuukiriza omugaso gw’abaguzi mu nneewulira n’ebyetaago ebirala eby’enjawulo. Mu ngeri eno, ebipapula ebinene eby'ebyokunywa ebya 1L ne 2L ebisooka bitera okussa essira ku bifo eby'okukuŋŋaana kw'amaka era ne bissa essira ku 'okugabana', ekikyakola n'okutuusa leero.

'Okutongoza ebyokunywa ebinene kutuukiriza ebyetaago by'abaguzi okukyusakyusa mu bye baagala (okudda mu nsonga n'okugoberera enkozesa etali ya ssente nnyingi) n'okugaziya embeera z'okunywa, era era kisobozesa abaguzi okuba n'okulonda okw'enjawulo mu bikwata ku nkozesa.' Dongpeng beverage lumu bwe yagamba mu mboozi ey'akafubo n'abamawulire.

Obupapula obutonotono bukomawo, obukoleddwa okutuuka mu nsawo yo n’okwagala abantu

Mu kiseera ekyo, ebika byatandika okusika obupapula obutonotono ne nga bukyali okusinga obunene.

Coca-Cola y’emu ku kkampuni ezaasooka okuleeta obupapula obutonotono ku katale k’e China. Mu 2018, Coca-Cola yatandika okugaba obupapula obutono obwa 200ml. Ng’oggyeeko ekyo, mu katale k’Abachina osobola n’okulaba mini eccupa ya Coca Cola eya 300ml ne 330ml ey’omulembe.

Okuva olwo, omwaka 2019 we gunaatuukira, ebika by'emmere n'ebyokunywa bingi bitongozza obupaki obutonotono okusobola okutuukiriza empewo ya 'ebyenfuna ebinyuma', gamba nga Yuanqi Forest's mini can of sparkling water. Empewo eno era yafuuwa ku luguudo olupya olw'okunywa caayi, katono, caayi n'ebirala nayo yatongoza 'mini cup' caayi w'amata.

Mu myaka egiyise, empewo y’obupaki obutonotono yeeyongedde okufuuwa. Mu mwaka gwa 2023, amakampuni agakyakula nga gakiikirirwa Lemon Republic nago gagenda kutongoza okupakinga kwa 300ml. Mu June 2024, Coca-Cola yalangirira ku akawunti yaayo entongole eya wechat nti eccupa z’omu nsawo ez’ebintu ebipya ebya Coca-Cola, Sprite ne Fanta zandibadde nnyangu, era nga zigenda kutongozebwa mu Guangdong, Hubei, Yunnan ne Beijing okuva mu June.

Nga bwe kiri ku bipapula ebinene, ebika bisigala nga byongerako obupapula obutono obupya okusobola 'okutunda obulungi' n'okutuukiriza ebyetaago by'abaguzi. Okusingira ddala, ebyetaago by’abaguzi nabyo byawukana.

Twala ekyokulabirako kya Coca-Cola. Ensonga eziviirako Coca-Cola okukola obupapula obupya obutono nazo za njawulo.

Mu 2018, Coca-Cola yatongoza obupaki obutonotono mu China, ku ludda olumu, okugoberera omuze gw'ebyobulamu, 'okunywa ekitono kisingako bulamu; Okugatta ku ekyo, ebiragiro eby'enjawulo eby'okupakinga nabyo birina emiwendo egy'enjawulo, okuyita mu bukwakkulizo obutonotono obw'okupakinga okukendeeza ku mutindo gw'okukozesa, okugaziya omusipi gw'okukozesa, okusobola okuvuga enkulaakulana.

Era kyayamba Coke okutunda ennyo. Kigambibwa nti mu 2019, ssente za Swire Coca-Cola ez’omulembe mu kupakinga ebyokunywa ebirimu kaboni zeeyongera okutuuka ku bitundu 90%, nga mu zino mini modern can, etunuulirwa ng’omulembe omupya ogw’abaguzi, nayo yatuuka ku nkula ya bitundu 20%. Okugatta ku ekyo, okusinziira ku bibalo by’ebiwandiiko ebikwata ku lipoota ya COFCO Coca-Cola ey’omwaka ey’ekitundu ekisooka ekya 2021, obungi bw’ebintu ebitundibwa n’ensimbi eziyingira mu bidomola eby’omulembe ne mini modern byeyongedde ebitundu ebisoba mu 50%.

Abaguzi bwe baba beeraliikirivu ku nsaasaanya, 'obuyiiya mu kupakinga bukola kinene,' akulira Coca-Cola, James Quincey bwe yategeezezza mu kuyita kkampuni eno ku nfuna ya 2022.

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

Ku akawunti ya Coca-Cola entongole eya wechat, kampeyini y’okutunda eccupa empya ey’omu nsawo ye citywalk, ebadde emanyiddwa ennyo gye buvuddeko. Coca-Cola yatongozza omulimu gw’okukuba essaawa ogw’ekiseera ekigere mu bbulooka ya Refreshing bag. Ekifo ekyasooka okuyimirira kyateekebwa mu kibuga Nantou Ancient City of Shenzhen, era nga kyategekebwa ebifo 18 eby’essaawa.

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

Ng’oggyeeko okutambuza ebintu, obupapula obutonotono nabwo busobola okutuukiriza ebyetaago by’abaguzi ebyeyongera buli lukya.

Ensonga y’obupapula obutono egagga nnyo kubanga ebintu ebitonotono bisobola okukyukakyuka ennyo okusobola okutuukagana n’embeera ez’enjawulo. Ensonga lwaki abaguzi basalawo okugula obupapula obutonotono mulimu okupakinga obulungi, okulanga okumasamasa, okuteesa okuva mu mikwano gyabwe n’okwesanyusa, ebiyinza okutuukiriza omugaso gw’abaguzi mu nneewulira.

Okugatta ku ekyo, waliwo okukubaganya ebirowoozo kungi ku bupaki obutonotono ku mikutu gya yintaneeti, era okwekenneenya 'cute' ne 'interesting' kutera okuvuga ebbugumu ly'okukubaganya ebirowoozo erya waggulu.

Okugatta ku ekyo, abaguzi beeyongera okufaayo ku bulamu. Ne ku byokunywa ebirimu kalori nnyingi, obupapula obutonotono busobola okukendeeza ku buzito bwa kalori eri abaguzi n’okutuukiriza obwetaavu bw’okukendeeza ssukaali. Bw’okozesa ebirungo ebiyonjo, obupapula obutonotono busobola okuliibwa mu lunaku lumu nga tolina birungo bikuuma, okwewala obulabe bw’okwonooneka.

'Okutegeera ebyetaago by'abaguzi abasajja n'abakazi kiyinza okutuyamba okuteekateeka obulungi ebintu ebipya n'ebifo by'ebintu,' Yu bwe yategeezezza mu kwogera kwe. Bw'otunuulira emabega, oba ekipapula kinene oba kitono, omusingi gwayo kwe kutuukiriza ebyetaago by'abaguzi, era ekigendererwa ekisembayo mu butuufu kwe 'okutunda obulungi'.