Kuti Mugulitse Bwino, Phukusili Liyenera Kukhala Lalikulu Kapena Laling'ono

Mosayembekezereka, kukula ndi kukula kwa zopangira zakumwa zakhala 'ndalama zamagulu' za achinyamata.

Pa Weibo, mutu wa zolongedza chakumwa chachikulu amafufuzidwa pafupipafupi. Mutu wa chifukwa chake #1L phukusi lakhala ndalama zachitukuko za achinyamata zawerengedwa ndi anthu oposa 69 miliyoni monga nthawi yosindikizira, ndipo mitu ina yokhudzana nayo yawerengedwanso ndi anthu oposa miliyoni imodzi.

Phukusi laling'ono limakhala ndi kutentha kwakukulu. Mwachitsanzo, phukusi laling'ono la masamba a Kum'maŵa ndilotchuka kwambiri, ndipo ena a netizens ngakhale DIY 335ml Kum'mawa masamba kukhala phukusi laling'ono. Nkhaniyi, yomwe ili ndi mutu wakuti 'tsamba laling'ono kwambiri la Kum'mawa pa intaneti,' ili ndi zokonda 30,000, zokonda zoposa 1,900 komanso ma comment oposa 1,000.

Ndipo mzimu wa bwenzi laukonde umafunsa -- omvera a chakumwa cha 100ml ndi ndani? Anthu ambiri anena kuti: 'Phukusi laling'ono lokongolali ndikungofuna kulawa', 'ngakhale mutagula osamwa ndi lokongola kwambiri' ...

Zonyamula zazikulu ndi zazing'ono kutentha kwakukulu, mitundu yambiri idayamba kupangitsa kuti paketiyo ikhale yayikulu kapena yaying'ono. 'Kufunika ndi maphukusi ang'onoang'ono akuyendetsa kukula kwa bizinesi yonse ya zakumwa,' adatero Jian Yu, woyang'anira wamkulu wa Kantar Worldpanel Greater China, pa FBIF2024 Food and Beverage Innovation Forum.

Malinga ndi Nielsen IQ '2024 China Beverage Industry Trend and Outlook', 600ml-1249ml yayikulu yokonzekera kumwa yakhala malo atsopano opangira zakumwa m'zaka zaposachedwa.

Zaka zaposachedwa, mitundu yonse yachikhalidwe ndi mitundu yomwe ikubwera yapanga mkangano pamapangidwe. Kuphatikiza pa kuyambitsa zoyikapo za 500ml, ayambitsanso zonyamula zazikulu za 1L kapena pafupifupi 300ml zazing'ono.

Mwachitsanzo, Oriental masamba, kuwonjezera 500ml ma CD , komanso anapezerapo 900ml ndi 335ml ma CD;

Kuthamanga kumawonekeranso m'matumba akuluakulu a 1L ndi phukusi laling'ono la 400ml. Mtunduwo 'unachita zonse' pa phukusi lalikulu la 1L, lomwe mawu akuti 'zabwino ~ zabwino ~ zabwino ~ zazikulu' atasindikizidwa pabotolo.

Kuphatikiza apo, pali nkhalango yamphamvu, zipatso zakupsa, Minute Maid, Lemon Republic... Kuphatikiza pa zakumwa zonyamula katundu, kusintha kwazinthu zamapaketi kumakhala kofala kwambiri mu tiyi watsopano, vinyo komanso ngakhale zokhwasula-khwasula.

Chifukwa chiyani mitundu iyi ikuyamba kukulirakulira kapena kuchepera pamapaketi? Kumbuyo kwa kusintha kwazomwe zimapangidwira, ndi mtundu wanji wa msika womwe umafanana nawo?

Zakumwa zazikulu ndi zazing'ono sizatsopano. Koma m’zaka zaposachedwa, ogula amalabadira kwambiri zolongedza zazikulu ndi zazing’ono. Kuti akwaniritse zosowa za ogula, mitundu yambiri imayamba 'kugwira ntchito molimbika' pamapangidwe ake.

Masamba akum'maŵa ndi chitsanzo.

Mu 2011, Nongfu Spring idakhazikitsa Oriental Leaves, botolo la 500ml la tiyi wopanda shuga. Mu Okutobala 2019, Oriental Leaf idakhazikitsa koyamba phukusi laling'ono la 335ml patatha zaka zisanu ndi zitatu pamsika.

Mu 2023, achinyamata azisamalira kwambiri zakumwa zazikulu zopakidwa. Oriental Leaf idakhazikitsa mabotolo akulu a 900ml pa sitolo yake yapamwamba ya Tmall koyambirira kwa chaka chimenecho. Pofika chaka chino, botolo la 900ml la Oriental Leaves lidatulutsidwa mumayendedwe opanda intaneti, ndipo adakhala pampando wa C pashelefu.

FBIF idayendera malo ambiri ndipo idapeza kuti 900ml yamasamba akum'mawa amatha kupezeka paliponse, kaya m'masitolo akuluakulu kapena m'malo ogulitsa m'tauni.

Zomwezo zimapitanso ku Vitality Forest. Mu 2018, nkhalango ya Yuanqi idatulutsa zida zake zapamwamba, madzi othwanima a soda. Pa nthawiyo, kukula kwa madzi othwanima amenewa anali akadali 480ml. Mu Meyi 2020, nkhalango ya Yuanqi idakhazikitsa zitini zisanu zamadzi othwanima okhala ndi zokometsera zosiyanasiyana, 200ml iliyonse. Posakhalitsa, mabotolo ang'onoang'ono a 280ml, mabotolo akuluakulu a 1.25L akhala pamsika.

Kuphatikiza pamadzi otsekemera a soda, zinthu zina za Nkhalango ya Yuanqi zawonekanso zazikulu komanso zazing'ono m'zaka zaposachedwa, monga botolo la 450ml la tiyi wamkaka wa Yuanqi Forest lomwe linakhazikitsidwa mu 2019, ndi tiyi wamkaka wa 300ml mini adakhazikitsidwa chaka chimodzi atakhazikitsidwa. Chogulitsa chatsopanocho, tiyi wa iced, chidzakhazikitsidwa kwathunthu mu 2023 muzopaka 450ml. Patatha theka la chaka, nkhalango ya Yuanqi idalengeza kukhazikitsidwa kwa ma 900ml.

M'zaka zaposachedwa, pali zinthu zambiri zomwe zoyikapo zakhala zazikulu kapena zazing'ono. Mwachitsanzo, Huiyuan adzakhazikitsa mbiya zazikulu za 2L mu 2022. Pamene Dongpeng Beverage inayambitsa mankhwala ake atsopano 'Rehydrate' mu Januwale 2023, nthawi yomweyo inayambitsa mphamvu za 555mL ndi 1L malinga ndi ndondomeko ya phukusi; Gasi ya You Cong idakhazikitsanso ma 2L akulu chaka chino.

M'malo mwake, phukusi lalikulu la pafupifupi 1L ndi phukusi laling'ono la pafupifupi 300ml sizinawonekere zaka zaposachedwa. M'mbuyomu, mitundu monga Tingyi, Uni-President, Coca Cola ndi Pepsi Cola anali ndi machitidwe osiyanasiyana kuyambira chaka cha 2019.

Poyerekeza ndi zakale, zingapezeke kuti pali kusintha koonekeratu kuti zazikulu ndi zazing'ono mmatumba zakumwa salinso okha zipatso madzi ndi zakumwa carbonated, koma kuyamba kusamukira ku tiyi wopanda shuga, zakumwa zinchito, tiyi zipatso ndi zigawo zina zazing'ono zakumwa.

Kutentha kwa phukusi lalikulu sikumangotengera zakumwa zakumwa. Kuyika kwa mayendedwe ena, monga tiyi watsopano ndi zokhwasula-khwasula, nakonso kukukulirakulira.

Mitundu yambiri ya tiyi yatsopano yabweretsa lingaliro la 'VAT'. Mu Meyi 2022, Nayue motsatizana adakhazikitsa zinthu zazikulu za 1L za 'Domineer One-lita Pichesi', 'Domineer One-Liter Bayberry Lemon mbiya' ndi 'Domineer One-lita pichesi'. Mu migolo ya mtunduwu mulinso tiyi 100, tiyi wakale, azakhali a Shanghai, buku lomwe limawotcha udzu ndi zina zotero.

Chakumwa ma CD specifications kusintha, osati kokha kumsika wapakhomo, kuyang'ana pa msika wapadziko lonse, chakumwa ma CD amakhalanso aakulu kapena ang'onoang'ono.

Mu 2019, Coca-Cola idakhazikitsa mabotolo 350ml ndi 700ml pamsika waku Japan. Patsamba lake la webusayiti, Coca-Cola akufotokoza chifukwa chake phukusi latsopanoli likuyambitsidwa -- potengera kutsika kwa kubadwa kwa Japan, kuchuluka kwa anthu okalamba komanso kuchuluka kwa mabanja ang'onoang'ono, 350ml ya Coke ndi yoyenera kwa munthu m'modzi, 700ml ndi yoyenera kuti anthu awiri amwe. [2]

Madzi a Pokuang Li a 900ml akhala akukwera ku Japan m'zaka zaposachedwa. Malinga ndi ogwira ntchito ku Otsuka, 'kuyambira kumapeto kwa chaka chatha, kuchuluka kwa malonda akuwonjezeka ndi manambala awiri mwezi uliwonse.' [3]

Chakumwa chakumwa cha ku Britain MOJU chinayambitsa mndandanda wa Booster mu 60ml phukusi mu 2016, ndikutsatiridwa ndi 420ml mu 2023 kuti akwaniritse zosowa zosiyanasiyana za ogula.

Mtundu wotuluka waku China McDovey wawonanso momwe tiyi wapadziko lonse lapansi amapangira tiyi wopanda shuga. Kuti akwaniritse zosowa zamisika yonse yaku China ndi America, McDovido adasankha phukusi la 750ml lokulirapo. Mu Novembala 2022, McDovedo adakhazikitsa 750ml 'Tiyi Yaikulu ya Oolong' ku China ndi United States.

Kumsika waku North America, kachitidwe kazonyamula zakumwa zokulirapo mpaka kufalikira kumakampani akumtunda. Ron Skotleski, wachiwiri kwa purezidenti wa malonda ndi malonda ku North America chakumwa gawo la Crown Holdings, wopanga zitsulo zonyamula katundu, adati mu imelo: Chifukwa cha nkhawa za thanzi la ogula, titha kuwona kuwonjezeka kwakukulu kwa malonda a zitini za 7.5-ounce m'magawo ena a zakumwa, ndipo kumwa kwa zakumwa zazing'onozi kumapangitsa kuti ogula adzimve kuti ali ndi vuto lochepa.

Kuchokera pazifukwa za kusintha kwa ma CD m'misika yakunja, zingapezeke kuti kaya ndi phukusi lalikulu kapena laling'ono laling'ono, kumbuyo kwa kusintha kwa zakumwa zakumwa, ndilo chizindikiro chomwe chikugwirizana ndi zosowa za ogula ndipo akufuna kugulitsa bwino. Kodi ndi zosintha ziti zomwe zimasintha pazokonda zogula zamagulu ogula pamsika wapanyumba?

Osati 500ml sangakwanitse kugula, koma 1000ml ndiyotsika mtengo

Yambani ndi zolongedza zazikulu.

Malinga ndi Nielsen IQ '2024 China Beverage Industry Trend and Outlook', 600ml-1249ml yayikulu yokonzekera kumwa yakhala malo atsopano opangira zakumwa m'zaka zaposachedwa. Gawo lazogulitsa zagawoli likukula kuchokera pa 6.4% mu 2019 kufika 11.3% mu 2023. Zakumwa zazikulu zomwe zakonzeka kumwa zikuphatikizanso magulu angapo, omwe kugulitsa zakumwa zopatsa mphamvu kudzakwera ndi 213% mu 2023 poyerekeza ndi 2019, zakumwa zokonzeka kumwa 5% ndi 10% tiyi ndi 10%.

N'chifukwa chiyani ogula amakonda phukusi lalikulu? Kuchita kwa mtengo ndi chifukwa chimodzi. [1]

M'mbuyomu, zakumwa zazikulu zopakidwa m'matumba nthawi zambiri zimatchedwa diaosi. Masiku ano, mitundu yambiri pakukhazikitsa ma CD akuluakulu, idzafotokozedwa ngati mtengo.

M'matanthauzo a ma netizens, diaosi makamaka amatanthauza mtundu waukulu wa botolo la zakumwa zotsika mtengo zokhala ndi ma CD osavuta, koma amapambana mwakumwa kuwirikiza kawiri kuchuluka kwandalama kwa 1 kapena 2 yuan kuposa momwe amapaka nthawi zonse. [6] Ogwiritsa ntchito intaneti ambiri adaseka kuti 'zidutswa zitatu ndi nkhope, zidutswa zinayi ndi moyo, osati mabotolo ang'onoang'ono sangakwanitse, koma mabotolo akuluakulu ndi okwera mtengo.'

Mosasamala kanthu za mtengo wa chovala kapena diaowu, pachimake chimalozera ku ntchito yamtengo wapatali. Tengani masamba a Kum'maŵa monga chitsanzo, malo ogulitsira a Tmall a Nongfu Spring, 900ml Oriental masamba, mabotolo 12 pabokosi, mtengo wogwira ndi 75 yuan, avareji ndi 6.25 yuan/botolo. Mtengo wokhazikika wa mabotolo 15 a masamba a 500ml Oriental mubokosi ndi 63.9 yuan, pafupifupi 7.62 yuan pa botolo. Poyerekeza ndi botolo wamba, mtengo wa 100 ml iliyonse ndi 18.5% kutsika.

Momwemonso, Dongpeng Water 555mL ndi 1L amagulidwa pa 4 yuan ndi 6 yuan motsatana, zomwe ndizofanana ndi kuwononga 2 yuan zambiri kuti mugule kuwirikiza kawiri.

Kuyika kwakukulu kumathanso kukwaniritsa zosowa za ogula, kukwaniritsa malingaliro a ogula ndi zosowa zina zosiyanasiyana. Mwanjira iyi, mapaketi akuluakulu a zakumwa za 1L ndi 2L amayamba kuyang'ana kwambiri pamisonkhano yabanja ndikugogomezera 'kugawana', komwe kumagwirabe ntchito mpaka pano.

'Kukhazikitsidwa kwa zakumwa zazikuluzikulu kumakwaniritsa zosowa za ogula omwe amasintha zomwe amakonda kudya (kubwerera ku zomveka ndi kutsata zakudya zotsika mtengo) komanso kukulitsa zochitika zakumwa, komanso zimathandiza ogula kukhala ndi zosankha zosiyanasiyana mwatsatanetsatane. ' Chakumwa cha Dongpeng chinati nthawi ina poyankhulana ndi atolankhani.

Maphukusi ang'onoang'ono akubwereranso, opangidwa kuti azikwanira m'thumba mwanu komanso anthu okondedwa

Kalelo, ma brand adayamba kukankhira phukusi laling'ono ngakhale kale kuposa zazikulu.

Coca-Cola inali imodzi mwazinthu zoyambilira kuyambitsa maphukusi ang'onoang'ono pamsika waku China. Mu 2018, Coca-Cola idayamba kupereka phukusi la mini-can 200ml. Kuphatikiza apo, pamsika waku China mutha kuwonanso botolo laling'ono la 300ml la Coca Cola ndi 330ml yamakono.

Kuyambira nthawi imeneyo, pofika chaka cha 2019, mitundu yambiri yazakudya ndi zakumwa yakhazikitsanso tinthu tating'onoting'ono kuti tikwaniritse mphepo ya 'economy', monga mini can ya Yuanqi Forest yamadzi othwanima. Mphepo iyi idawombanso njira yatsopano yakumwa tiyi, pang'ono, tiyi ndi zina zotero idayambitsanso tiyi ya 'mini cup'.

M'zaka zaposachedwapa, mphepo ya ma CD ang'onoang'ono ikupitiriza kuwomba. Mu 2023, mitundu yomwe ikubwera yomwe imayimiriridwa ndi Lemon Republic idzakhazikitsanso ma 300ml. Mu June 2024, Coca-Cola adalengeza pa akaunti yake yovomerezeka ya wechat kuti mabotolo amatumba a Coca-Cola, Sprite ndi Fanta adzakhala opepuka, ndipo adzakhazikitsidwa ku Guangdong, Hubei, Yunnan ndi Beijing kuyambira June.

Monga ndi phukusi lalikulu, malonda amangowonjezera maphukusi ang'onoang'ono kuti 'agulitse bwino' ndikukwaniritsa zosowa za ogula. Makamaka, zosowa za ogula zimasiyananso.

Mwachitsanzo, lingalirani za Coca-Cola. Zifukwa zamaphukusi ang'onoang'ono a Coca-Cola ndizosiyananso.

Mu 2018, Coca-Cola adayambitsa ma CD ang'onoang'ono ku China, kumbali imodzi, kuti agwirizane ndi thanzi, 'kumwa pang'ono kumakhala ndi thanzi labwino; Kuphatikiza apo, mitundu yosiyanasiyana ya ma CD imakhala ndi mitengo yosiyana, kudzera m'mapaketi ang'onoang'ono kuti achepetse kugwiritsa ntchito, kukulitsa lamba wakumwa, kuti athandizire kukula.

Zinathandizanso kuti Coke agulitse kwambiri. Akuti mu 2019, Swire Coca-Cola yamakono imatha kulongedza ndalama za zakumwa za carbonated mpaka 90%, zomwe zida zamakono zamakono, zomwe zimawonedwa ngati zatsopano za ogula, zidakulanso 20%. Kuphatikiza apo, malinga ndi ziwerengero za lipoti la pachaka la COFCO Coca-Cola la theka loyamba la 2021, kuchuluka kwa malonda ndi ndalama za canno zamakono komanso zamakono zitha kuwonjezeka ndi 50%.

Ogula akakhala ndi nkhawa zokhudzana ndi kuwononga ndalama, 'kupanga ma phukusi kumakhala ndi gawo lalikulu,' atero mkulu wa Coca-Cola James Quincey panthawi yomwe kampaniyo idalandira ndalama mu 2022.

Patatha zaka zisanu ndi chimodzi, Coca-Cola ikukankhira kuwala kwa botolo la mthumba kuti itsindike kusuntha kwake.

Pa akaunti yovomerezeka ya Coca-Cola, kampeni yotsatsa ndi botolo la mthumba latsopano ndi citywalk, yomwe yadziwika kwambiri posachedwa. Coca-Cola idakhazikitsa ntchito yowotchi yopanda nthawi mu block ya Refreshing bag. Kuyimitsa koyamba kudakhazikitsidwa ku Nantou Ancient City of Shenzhen, ndipo mawotchi 18 adapangidwira.

Yu Jianzeng adanena kuti zopangira zakumwa zikukula m'mapaketi ang'onoang'ono, chifukwa maphukusi ang'onoang'ono ndi oyenera kuchitidwa ndipo amathanso kuikidwa m'matumba achikazi, kotero kuti madzi a zipatso, carbonation ndi mapaketi ena ang'onoang'ono akukhala otchuka kwambiri.

Kuphatikiza pa kunyamula, mapaketi ang'onoang'ono amathanso kukwaniritsa zosowa zosiyanasiyana za ogula.

Zochitika zamaphukusi ang'onoang'ono ndizolemera kwambiri chifukwa mawonekedwe ang'onoang'ono amatha kukhala osinthika kuti agwirizane ndi zochitika zosiyanasiyana. Zifukwa zomwe ogula amasankha kugula maphukusi ang'onoang'ono akuphatikizapo kulongedza bwino, malonda owala, malingaliro ochokera kwa abwenzi ndikudzikondweretsa okha, zomwe zingathe kukwaniritsa malingaliro a ogula.

Kuphatikiza apo, pali zokambirana zambiri zokhuza kuyika kwapang'onopang'ono pama media ochezera, ndikuwunika kwa 'wokongola' ndi 'zosangalatsa' nthawi zambiri kumayambitsa kutentha kwamakambirano.

Kuphatikiza apo, ogula amasamalira kwambiri thanzi. Ngakhale pazakumwa zokhala ndi ma calorie ambiri, mapaketi ang'onoang'ono amatha kuchepetsa zopatsa mphamvu za ogula ndikukwaniritsa kufunikira kwa kuchepetsa shuga. Ndi zosakaniza zoyeretsera, maphukusi ang'onoang'ono amatha kudyedwa mkati mwa tsiku popanda zotetezera, kupeŵa chiopsezo cha kuwonongeka.

'Kumvetsetsa zosowa za ogula amuna ndi akazi kungatithandize kukonzekera bwino zinthu zatsopano ndi katundu,' adatero Yu m'mawu ake. Kuyang'ana mmbuyo, kaya phukusili ndi lalikulu kapena laling'ono, maziko ake ndi kukwaniritsa zosowa za ogula, ndipo cholinga chachikulu ndicho 'kugulitsa bwino'.