Kutengesa Zvakanaka, Iyo Package Inofanirwa Kuve Yakakura Kana Idiki

Zvisingatarisirwi, ukuru uye saizi yekuputira zvinwiwa zvave 'mari yemagariro' yevechidiki.

PaWeibo, musoro we hombe yekuputira zvinwiwa inogara ichitsvakwa. Musoro wekuti sei #1L kurongedza yave mari yemagariro yevechidiki yakaverengwa nevanhu vanopfuura mamirioni makumi matanhatu neshanu sepanguva yekutsikisa, uye dzimwe nyaya dzine hukama dzakaverengwawo nevanhu vanopfuura miriyoni imwe.

Mapasuru madiki ane kupisa kwakanyanya. Semuenzaniso, iyo diki pasuru yeMabvazuva mashizha yakakurumbira, uye vamwe netizens kunyange DIY 335ml Oriental mashizha mune diki pasuru. Iyo post, ine musoro wekuti 'The smallest Oriental leaf on the Internet,' ine 30,000 likes, more than 1,900 favourites and more than 1,000 comments.

Uye mweya wemumbure shamwari inobvunza -- ndiani muteereri we100ml yekunwa? Vanhu vazhinji vakati: 'Ichi chidiki chinoyevedza chinongoda kuravira', 'kunyangwe ukachitenga usina kunwa chakanakisa'...

Yakakura uye diki kurongedza kupisa kwakanyanya, mamwe mabhureki akatanga kuita kuti kurongedza kuve kukuru kana kudiki. 'Kukosha uye mapakeji madiki ari kufambisa kukura kweindasitiri yese yezvinwiwa,' akadaro Jian Yu, maneja mukuru weKantar Worldpanel Greater China, paFBIF2024 Chikafu uye Beverage Innovation Forum.

Sekureva kwaNielsen IQ '2024 China Beverage Industry Trend and Outlook', 600ml-1249ml hombe yakagadzirira-kunwa yave nzvimbo nyowani yekukura yeindasitiri yezvinwiwa mumakore achangopfuura.

Ini makore achangopfuura, ese echinyakare mabhureki uye ari kusimukira mabhureki akanyatsoita gakava pane zvakatemwa zvekurongedza. Pamusoro pekutangisa nezve 500ml kurongedza, ivo vakatangisa nezve 1L yakakura kurongedza kana 300ml diki yekurongedza.

Somuenzaniso, Oriental mashizha, kuwedzera 500ml kurongedza , zvakare yakatanga 900ml uye 335ml kurongedza;

Pulsation inoonekwawo mumapakeji makuru e1L uye madiki mapakeji e400ml. Iyo brand yakatombo 'shanda chinhu chose' pasuru hombe ye1L, ine mazwi ekuti 'zvakanaka ~ zvakanaka ~ zvakanaka ~ makuru' akadhindwa pabhodhoro.

Mukuwedzera, kune simba reSango, Ripe fruit, Minute Maid, Lemon Republic... Pamusoro pekuputira zvinwiwa, shanduko mumapeji ekurongedzerwa zvakare yakajairika mutii nyowani, waini uye kunyange svutugadzike yekuzorora.

Sei mabhureki aya ari kutanga kukura kana kudiki mumapakeji saizi? Seri kweshanduko yekurongedza kurongerwa, rudzii rwemusika rwunoenderana narwo?

Zvikuru nezvidiki zvinwiwa pasuru hazvisi zvitsva. Asi mumakore achangopfuura, vatengi vanobhadhara zvakanyanya uye zvakanyanya kutarisisa kune makuru uye madiki ekurongedza. Kuti zvizadzise zvinodiwa nevatengi, mhando zhinji dzinotanga 'kushanda nesimba' pamapeji ekurongedza.

Mashizha ekumabvazuva ndiwo muenzaniso chaiwo.

Muna 2011, Nongfu Spring yakatanga Oriental Leaves, 500ml bhodhoro retii isina shuga. Muna Gumiguru 2019, Oriental Leaf yakatanga kuburitsa iyo 335ml mini package mushure memakore masere pamusika.

Muna 2023, vechidiki vanozonyanya kutarisisa kune zvinwiwa zvakakura zvakaputirwa. Oriental Leaf yakatanga 900ml mabhodhoro mahombe paTmall flagship chitoro kutanga kwegore iroro. Pakazosvika gore rino, 900ml bhodhoro reOriental Leaves rave rakatenderedzwa mumatanho ekunze, uye rakatotora C-chigaro pasherufu.

FBIF yakashanyira nzvimbo dzakawanda ndokuona kuti 900ml yemashizha ekuMabvazuva aiwanikwa kwese kwese, mungave muzvitoro zvikuru kana muzvitoro zvemataundishipi.

Izvo zvakafanana zvinoenda kune Vitality Sango. Muna 2018, Yuanqi Sango rakaburitsa chigadzirwa chayo chekare, soda inopenya mvura. Panguva iyoyo, ukuru hwemvura inopenya iyi yaive ichiri 480ml. Muna Chivabvu 2020, Yuanqi Sango rakatangisa shanu madiki magaba emvura inopenya ane akasiyana flavour, imwe neimwe 200ml. Nguva pfupi yapfuura, 280ml mabhodhoro madiki, 1.25L mabhodhoro makuru anga ari pamusika.

Pamusoro pesoda bubble mvura, zvimwe zvigadzirwa zveYuanqi Sango zvakaonekwawo muhukuru uye diki hukuru mumakore achangopfuura, senge 450ml bhodhoro reYuanqi Sango mukaka tii yakatangwa muna 2019, uye 300ml mini mukaka tii yakavambwa gore rimwe chete mushure mekutanga kwayo. Chigadzirwa chitsva, iced tii, ichavhurwa zvizere muna 2023 mune 450ml kurongedza. Hafu yegore gare gare, Yuanqi Sango rakazivisa kutangwa kwe900ml kurongedza.

Mumakore achangopfuura, kune zvigadzirwa zvakawanda izvo kurongedza kwave kwakakura kana kudiki. Semuyenzaniso, Huiyuan ichavhura 2L madhiramu makuru muna 2022. Dongpeng Beverage payakatanga chigadzirwa chayo chitsva 'Rehydrate' muna Ndira 2023, panguva imwe chete yakaparura 555mL uye 1L hunyanzvi maererano nekurongedzerwa kwacho; Iwe Cong gasi zvakare yakatanga 2L hombe yekurongedza gore rino.

Muchokwadi, iyo hombe pasuru ye1L uye diki pasuru ye300ml haina kuoneka mumakore achangopfuura. Munguva yakapfuura, mhando dzakadai saTingyi, Uni-President, Coca Cola naPepsi Cola vaive nemhando dzakasiyana dzekurongedza kutanga kwa2019.

Kuenzaniswa nekare, zvinogona kuwanikwa kuti pane shanduko iri pachena kuti zvinwiwa zvakakura uye zvidiki zvakaputirwa hazvichaganhurirwi kune muto wemichero uye zvinwiwa zvekabhoni, asi zvinotanga kuenda kune tii isina shuga, zvinwiwa zvinoshanda, tii yemichero uye zvimwe zvikamu zvezvinwiwa.

Kupisa kwekuputira kukuru hakugumiri pakurongedza zvinwiwa. Kurongedzerwa kwemamwe matiraki, senge tii nyowani uye tudyo, kuri kuramba kuchikura.

Mazhinji matsva etii brand akaunza pfungwa ye 'VAT'. Muna Chivabvu 2022, Nayue akatanga zvakatevedzana mahombe e1L zvigadzirwa zve 'Domineer One-liter Peach', 'Domineer One-Liter Bayberry Lemon barrel' uye 'Domineer One-liter peach'. Yakatangwawo mumadhiramu eiyo brand kune zana tii, yekare tii, Shanghai tete, bhuku rinopisa uswa hwefairy zvichingodaro.

Beverage packaging specifications inoshanduka, kwete kungogumira kumusika wepamba, uchitarisa pamusika wepasi rose, chinwiwa chekurongedza chiri kuwedzerawo kana kudiki.

Muna 2019, Coca-Cola yakatanga 350ml uye 700ml mabhodhoro emusika weJapan. Padandemutande rayo, Coca-Cola inotsanangura kuti sei kuputirwa kutsva kuri kuunzwa -- maererano nehuwandu hwekuzvarwa kweJapan, kuchembera nehuwandu hwemhuri diki, 350ml yeCoke yakakodzera munhu mumwe chete, 700ml yakakodzera kuti vanhu vaviri vanwe. [2]

Iyo 900ml Pokuang Li mvura yanga ichikwira muJapan mumakore achangopfuura. Sekureva kwevashandi vaOtsuka, 'kubvira pakupera kwegore rapfuura, huwandu hwekutengesa hwakawedzera nenhamba mbiri mwedzi wega wega.' [3]

Chinwiwa cheBritish brand MOJU yakatanga iyo Booster series mu60ml kurongedza muna 2016, ichiteverwa ne420ml kurongedza muna 2023 kuzadzisa izvo zvakasiyana zvinodiwa nevatengi.

Chinese inobuda brand McDovey yaonawo maitiro ekurongedza akakura etii isina shuga mumusika wepasirese. Kuitira kuzadzisa zvinodiwa nemisika yeChinese neAmerica, McDovido akasarudza 750ml yakakura pasuru. Muna Mbudzi 2022, McDovedo panguva imwe cheteyo akatanga 750ml 'Great Oolong Tea' kuChina nekuUnited States.

Mumusika wekuNorth America, maitiro ekurongedza zvinwiwa zvakakura akatoendeswa kuindasitiri yekumusoro. Ron Skotleski, mutevedzeri wemutungamiri wekutengesa uye kushambadzira kweNorth American beverage division yeCrown Holdings, mugadziri wesimbi wekutakura, akati mune chirevo cheemail: Nekuda kwekunetsekana kwehutano hwevatengi, tinogona kuona kuwedzera kukuru kwekutengesa kwe7.5-ounce cans mune zvimwe zvikamu zvezvinwiwa, uye kunwa kwezvinwiwa zvidiki izvi kunoita kuti vatengi vanzwe vaine mhosva shoma.

Kubva pazvikonzero zvekuchinja kwekurongedza mumisika yekunze, inogona kuwanikwa kuti ingave yakakura kurongedza kana mini packaging, kumashure kwekuchinja kwechinwiwa kurongedza, ndicho chaicho chiratidzo chiri kuenderana nekuchinja kwevatengi uye inoda kutengesa zvakanaka. Ndedzipi shanduko chaidzo mukutenga zvinodiwa nemapoka evatengi pamusika wepamba?

Kwete 500ml haikwanise kutenga, asi 1000ml inodhura zvakanyanya

Tanga nekurongedza kukuru.

Sekureva kwaNielsen IQ '2024 China Beverage Industry Trend and Outlook', 600ml-1249ml hombe yakagadzirira-kunwa yave nzvimbo nyowani yekukura yeindasitiri yezvinwiwa mumakore achangopfuura. Ichi chikamu chekutengesa chikamu chekutengesa kune zvese zvakatemwa chichakura kubva pa6.4% muna 2019 kusvika 11.3% muna 2023. Zvinwiwa zvakakura zvakagadzirira-kunwa zvinosanganisirawo mapoka akawanda, pakati pawo kutengesa kwezvinwiwa zvesimba kuchawedzera ne213% muna 2023 zvichienzaniswa ne2019, yakagadzirira-kunwa-5% tii ne10%.

Sei vatengi vachida mapakeji makuru? Mari yekuita chimwe chikonzero. [1]

Kare, zvinwiwa zvihombe zvakaputirwa zvaiwanzonzi diaosi. Nhasi, mhando dzakawanda mukutanga kwepakiti yakakura, ichatsanangurwa sekukosha.

Mutsanangudzo yevanetizens, diaosi inonyanya kureva iyo hombe bhodhoro vhezheni yezvinwiwa zvakachipa zvine kurongedza, asi inohwina nekunwa yakapetwa kaviri huwandu hwemari ye1 kana 2 yuan kupfuura yakajairika kurongedza. [6] Vazhinji vevashandi vewebhu vakaseka kuti 'zvipande zvitatu chiso, zvidimbu zvina hupenyu, kwete mabhodhoro madiki haakwanise, asi mabhodhoro makuru anodhura zvakanyanya.'

Pasinei nekukosha kwechipfeko kana diaowu, musimboti uri kunongedzera kune mutengo wekuita. Tora mashizha ekuMabvazuva semuenzaniso, Nongfu Spring official Tmall flagship store, 900ml Oriental mashizha, mabhodhoro gumi nemaviri pabhokisi, mutengo unoshanda i75 yuan, avhareji i6.25 yuan/bhodhoro. Mutengo unoshanda wemabhodhoro gumi nemashanu e500ml Oriental mashizha mubhokisi i63.9 yuan, neavhareji ye7.62 yuan pabhodhoro. Kuenzaniswa nebhodhoro rakajairwa, mutengo we100 ml yega yega ndeye 18.5% yakaderera.

Saizvozvo, Dongpeng Mvura 555mL uye 1L inotengeswa pa4 yuan uye 6 yuan zvakateerana, izvo zvakaenzana nekushandisa 2 yuan yakawanda kutenga zvakapetwa vhoriyamu.

Kurongedza hombe kunogona zvakare kusangana nevatengi kugovana zvinodiwa, kusangana nevatengi' kukosha kwemanzwiro uye zvimwe zvakasiyana zvinodiwa. Nenzira iyi, yekutanga 1L uye 2L mapakeji makuru ezvinwiwa anowanzo tarisa pane zvekuungana kwemhuri uye kusimbisa 'kugovana', izvo zvichiri kushanda nhasi.

'Kutangwa kwezvinwiwa zvakakura-mapakiti kunosangana nezvinodiwa nevatengi vanochinja mashandisiro avanoda (kudzokera kuhungwaru uye kutsvaga mari isingadhuri mashandisirwo) uye kuwedzera mamiriro ekushandisa, uye zvakare inoita kuti vatengi vave nesarudzo dzakasiyana-siyana mune zvakatemwa. ' Dongpeng chinwiwa chakamboti mubvunzurudzo nevezvenhau.

Mapakeji madiki ari kudzoka, akagadzirirwa kukwana muhomwe yako uye vanhu vanodikanwa

Kare ikako, mabhureki akatanga kusundidzira mapakeji madiki kunyangwe kare kupfuura makuru.

Coca-Cola yaive imwe yemhando yekutanga kuunza mapaketi madiki mumusika weChina. Muna 2018, Coca-Cola yakatanga kupa 200ml mini-can mapakeji. Pamusoro pezvo, mumusika weChinese unogonawo kuona iyo 300ml mini bhodhoro reCoca Cola uye 330ml yemazuva ano can.

Kubva ipapo, panosvika gore ra2019, mhando zhinji dzechikafu nezvinwiwa dzakatangisa kurongedza kudiki kuti vasangane nemhepo 'yehupfumi yakanaka', senge Yuanqi Forest's mini can yemvura inopenya. Mhepo iyi zvakare yakavhuvhuta kune itsva yekunwa tii track, zvishoma, tii uye zvichingodaro zvakare yakatanga 'mini cup' mukaka tii.

Mumakore achangopfuura, mhepo yezviputi zviduku yakaramba ichivhuvhuta. Muna 2023, mhando dziri kusimukira dzinomiririrwa neLemon Republic dzichaburitsawo 300ml kurongedza. Muna Chikumi 2024, Coca-Cola yakazivisa pane yayo yepamutemo wechat account kuti mabhodhoro ehomwe ezvitsva zveCoca-Cola, Sprite neFanta achange akareruka, uye aizotangwa muGuangdong, Hubei, Yunnan neBeijing kubva muna Chikumi.

Sezvine mapakeji makuru, mabhurendi anoramba achiwedzera tumapasuru matsva kuitira 'kutengesa zvakanaka' uye kuzadzisa zvinodiwa nevatengi. Kunyanya, zvinodiwa nevatengi zvinosiyanawo.

Tora Coca-Cola, semuenzaniso. Zvikonzero zvemapakeji madiki eCoca-Cola akasiyana zvakare.

Muna 2018, Coca-Cola yakatanga kurongedza diki muChina, kune rumwe rutivi, kuti ienderane nemaitiro ehutano, 'kunwa zvishoma kune hutano; Uye zvakare, akasiyana zvirevo zvekurongedza anewo mitengo yakasiyana, kuburikidza nediki diki zvirevo zvekurongedza kudzikisa chikumbaridzo chekushandisa, kuwedzera bhandi rekushandisa, kuitira kufambisa kukura.

Zvakabatsirawo Coke kutengesa zvimwe. Zvinonzi muna 2019, Swire Coca-Cola yemazuva ano inogona kurongedza mari yezvinwiwa zvekabhoni yakawedzera kusvika 90%, pakati peiyo mini yemazuva ano inogona, iyo inoonekwa senzira nyowani yevatengi, yakawanawo 20% kukura. Uye zvakare, zvinoenderana nedata statistics yeCOFCO Coca-Cola mushumo wepagore wehafu yekutanga ya2021, huwandu hwekutengesa uye mari yemazuva ano inogona uye mini yemazuva ano inogona kuwedzera neinopfuura makumi mashanu%.

Kana vatengi vachinetsekana nekushandisa mari, 'kurongedza hunyanzvi kunotora basa rakakura,' CEO weCoca-Cola James Quincey akadaro panguva yekufona kwekambani ye2022.

Mushure memakore matanhatu, Coca-Cola iri kusunda mwenje webhodhoro rehomwe kusimbisa kutakurika kwayo.

PaCoca-Cola's official wechat account, mushandirapamwe wekushambadzira nehomwe nyowani bhodhoro ndeye citywalk, iyo yave nemukurumbira zvakanyanya nguva pfupi yadarika. Coca-Cola yakatanga iyo-yenguva-inogumira yewachi chiitiko mublock reRefreshing bag. Kumira kwekutanga kwakaiswa muNantou Ancient Guta reShenzhen, uye 18 mapoinzi ewachi akagadzirirwa iyo.

Yu Jianzeng akataura kuti chinwiwa chekurongedza chiri kukura mumapakeji madiki, nekuti mapakeji madiki akakodzera kwazvo kuita uye anogona zvakare kuiswa mumabhegi evakadzi, saka muto wemichero, carbonation uye mamwe mapakeji madiki ari kuramba achizivikanwa.

Pamusoro pekutakurika, mapakeji madiki anogona zvakare kusangana nekuwedzera kwakasiyana zvinodiwa nevatengi.

Mamiriro emapakeji madiki akapfuma kwazvo nekuti madiki maficha anogona kuchinjika zvakanyanya kuenderana neakasiyana mamiriro. Zvikonzero nei vatengi vachisarudza kutenga mapakeji madiki zvinosanganisira kurongedza kwakanaka, kushambadza kwakajeka, kurudziro kubva kushamwari uye kuzvifadza ivo pachavo, izvo zvinogona kusangana nekukosha kwemanzwiro evatengi.

Pamusoro pezvo, pane nhaurirano yakawanda pamusoro pekurongedza kudiki pasocial media, uye kuongororwa kwe 'kunaka' uye 'kunonakidza' kunowanzo fambisa kupisa kukuru kwenhaurirano.

Mukuwedzera, vatengi vanobhadhara zvakanyanya uye zvakanyanya kune hutano. Kunyangwe yezvinwiwa zvakakwirira-calorie, mapakeji madiki anogona kuderedza caloric mutoro wevatengi uye kusangana nezvinodiwa zvekudzikisa shuga. Nezvishandiso zvakachena, mapakeji madiki anogona kudyiwa mukati mezuva pasina zvinodzivirira, kudzivirira njodzi yekuparara.

'Kunzwisisa zvinodiwa nevatengi vechirume nevechikadzi kunogona kutibatsira kuronga zvirinani zvigadzirwa nezvipotifolio zvechigadzirwa,' Yu akadaro mukutaura kwake. Ndichitarisa kumashure, ingave iyo package yakakura kana idiki, musimboti wayo ndeyekuzadzisa zvinodiwa nevatengi, uye chinangwa chekupedzisira ndecheku 'kutengesa zvakanaka'.