Ku Xavisa Kahle, Phasela Ri Fanele Ku Va Rikulu Kumbe Ritsongo

Swi nga languteriwanga, vukulu na vukulu bya ku pakiwa ka swakunwa swi hundzuke 'mali ya ntshamisano' ya vantshwa.

Eka Weibo, nhlokomhaka ya swipaci leswikulu swa swakunwa . ku tshamela ku lavisisiwa Nhlokomhaka ya leswaku hikokwalaho ka yini #1L packaging yi hundzuke mali ya ntshamiseko wa vantshwa yi hlayiwile hi kutlula 69 wa mamiliyoni ya vanhu kufikela hi nkarhi wa vateki va mahungu, naswona tinhlokomhaka tin’wana leti fambelanaka na tona na tona ti hlayiwile hi kutlula miliyoni wa vanhu.

Ti phasela letintsongo tina kuhisa lokukulu. Hi xikombiso, phasela leritsongo ra matluka ya le Vuxeni ri tsakeriwa swinene, naswona van’wana lava tirhisaka Internet va tlhela va endla DIY 335ml matluka ya Oriental eka phasela lerintsongo. Poso leyi, leyi nga na nhlokomhaka leyi nge 'The smallest Oriental leaf on the Internet,' yi na 30,000 wa ti likes, ku tlula 1,900 wa ti favorites na ku tlula 1,000 wa ti comments.

Naswona moya wa munghana wa net wu vutisa -- i mani vayingiseri va swakunwa swa 100ml? Vanhu vo tala va commentile: 'This lovely small package just want to taste', 'hambi loko u yi xava u nga nwi yi super cute'...

Ku pakiwa lokukulu na lokuntsongo hi ku hisa lokukulu, ti brand to tala ti sungule ku endla leswaku ku pakiwa ku va kukulu kumbe ku va lokutsongo. 'Nkoka na tiphasela letitsongo swi fambisa ku kula ka indasitiri hinkwayo ya swakunwa,' ku vula Jian Yu, mufambisinkulu wa Kantar Worldpanel Greater China, eka Foramu ya Vumaki bya Swakudya na Swakunwa ya FBIF2024.

Kuya hi Nielsen IQ '2024 China Beverage Industry Trend and Outlook', 600ml-1249ml leyikulu leyi lulameleke ku nwa yi hundzuke ndzhawu leyintshwa yo kula ya indasitiri ya swakunwa eka malembe lawa yanga hundza.

I malembe ya sweswinyana, havumbirhi bya swikoweto swa ndhavuko na swikoweto leswi ha ku sungulaka hakunene swi endle mpfilumpfilu eka swihlawulekisi swa ku paka. Ku engetela eka ku simeka kwalomu ka 500ml ya ku paka, va tlhele va sungula kwalomu ka 1L ya ku pakiwa lokukulu kumbe kwalomu ka 300ml ya ku pakiwa lokuntsongo.

Hi xikombiso, matluka ya le Vuxeni, ku engetela eka 500ml packaging , yi tlhele yi sungula ku pakiwa ka 900ml na 335ml;

Pulsation yitlhela yi humelela eka ti package letikulu ta 1L na ti package letintsongo ta 400ml. Brand leyi yi tlhele yi 'tirha nchumu hinkwawo' eka phasela lerikulu ra 1L, laha ku kandziyisiweke marito ya 'kahle ~ kahle ~ kahle ~ nkulu' ebodlheleni.

Ku engetela kwalano, kuna vitality Forest, Ripe fruit, Minute Maid, Lemon Republic... Ku engetela eka swakunwa swo paka, ku cinca eka swihlawulekisi swa ku paka switlhela switolovelekile swinene eka tiya leyintshwa, wayeni hambi kuri swakudya swo olova swa vuhungasi.

Ha yini ti brand leti ti sungula ku va tikulu kumbe ku va titsongo hi vukulu bya ti package? Endzhaku ka ku cinca ka swihlawulekisi swa ku paka, i muxaka wihi wa xilaveko xa makete lexi fambelanaka na swona?

Tiphasela letikulu ni letitsongo ta swakunwa a hi tintshwa. Kambe emalembeni ya sweswinyana, vaxavi va nyikela nyingiso lowukulu eka swilo leswikulu ni leswitsongo leswi pakiweke. Leswaku ku fikeleriwa swilaveko swa vatirhisi, ti brand to tala ti sungula ku 'tirha hi matimba' eka swihlawulekisi swa ku paka.

Matluka ya le vuxeni i xikombiso lexi tolovelekeke.

Hi lembe ra 2011, Nongfu Spring yisungule Oriental Leaves, bodlhela ra 500ml ra tiya leyingariki na chukele. Hi October 2019, Oriental Leaf yisungule ku humesa 335ml mini package endzhaku ka malembe ya tsevu eka makete.

Hi 2023, vantshwa va ta nyikela nyingiso lowukulu eka swakunwa leswikulu leswi pakiweke. Oriental Leaf yisungule mabodlhela lawakulu ya 900ml eka xitolo xa yona xa Tmall xa xiyimo xale henhla ekusunguleni ka lembe rero. Hi lembe leri, bodlhela ra 900ml ra Oriental Leaves ri hangalasiwile eka ti offline channels, naswona ritlhele ri teka C-seat eka xelufu.

FBIF yi endzerile tindzhawu totala kutani yikuma leswaku 900ml ya matluka ya Oriental yanga kumeka hinkwako, kungava eka switolo leswikulu kumbe switolo swa madoroba.

Swi tano ni hi Khwati ra Vitality. Hi 2018, Yuanqi Forest yi humesile xitirhisiwa xa yona xa xikhale, mati yo vangama ya soda. Hi nkarhi walowo, vukulu bya mati lawa yo hatima a ya ha ri 480ml. Hi May 2020, Yuanqi Forest yisungule ntlhanu wa ti mini cans ta mati yo hatima lawa yanga na nantswo wohambana hambana, yin’wana na yin’wana ya 200ml. Endzhakunyana ka sweswo, mabodlhela lamantsongo ya 280ml, mabodlhela lamakulu ya 1.25L ya ve kona emakete.

Ku engetela eka mati ya soda bubble, switirhisiwa swin’wana swa Yuanqi Forest switlhele swihumelela hi vukulu na lebyintsongo eka malembe lawa yanga hundza, kufana na bodlhela ra 450ml ra Yuanqi Forest milk tea leri sunguriweke hi 2019, na 300ml mini milk tea leyi sunguriweke endzhaku ka lembe rin’we endzhaku ka loko yisunguriwile. Xiendliwa lexintshwa, iced tea, xi ta sunguriwa hi ku hetiseka hi 2023 eka ku pakiwa ka 450ml. Endzhaku ka hafu ya lembe, Yuanqi Forest yi tivise ku sunguriwa ka ku pakiwa ka 900ml.

Emalembeni ya sweswinyana, ku ni swilo swo tala leswi ku pakiwa ka swona ku veke swikulu kumbe switsongo. Xikombiso, Huiyuan yi ta sungula migerho ya 2L ya vuswikoti lebyikulu hi 2022. Loko Dongpeng Beverage yi sungula xitirhisiwa xa yona lexintshwa xa 'Rehydrate' hi Ndzhati 2023, hi nkarhi wun'we yi sungurile 555mL na 1L ya vuswikoti hi ku ya hi swihlawulekisi swa ku paka; You Cong gas yi tlhele yi sungula 2L large packaging lembe leri.

Entiyisweni, phasela lerikulu ra kwalomu ka 1L na phasela lerintsongo ra kwalomu ka 300ml aswi humelelanga eka malembe lawa yanga hundza. Khale, swikoweto swofana na Tingyi, Uni-President, Coca Cola na Pepsi Cola aswiri na swihlawulekisi swohambana hambana swa ku paka kusukela hi 2019.

Loko ku pimanyisiwa na nkarhi lowu hundzeke, swinga kumeka leswaku kuna ku cinca loku nga erivaleni leswaku swakunwa leswikulu na leswintsongo leswi pakiweke a swa ha pimiwi eka juzi ya mihandzu na swakunwa leswinga na khaboni, kambe swisungula ku rhurhela eka tiya leyingariki na chukele, swakunwa leswi tirhaka, tiya ya mihandzu na swiyenge swin’wana swa swakunwa

Ku hisa ka ku paka lokukulu a ku heleli eka swakunwa leswi paka ntsena. Ku pakiwa ka ti track tin’wana, kufana na tiya leyintshwa na swakudya swo olova, na swona swiya swikula.

Ti brand to tala letintshwa ta tiya ti nghenise mhaka ya 'VAT'. Hi May 2022, Nayue hiku landzelelana yisungule switirhisiwa swa 1L swa sayizi leyikulu swa 'Domineer One-litre Peach', 'Domineer One-Liter Bayberry Lemon barrel' na 'Domineer One-litre peach'. Nakambe ku sunguriwile eka migerho ya brand ku na 100 wa tiya, tiya ya khale, mhani-ntsongo Shanghai, buku na yona yi hisa byanyi bya fairy na swin’wana.

Swihlawulekisi swa ku pakiwa ka swakunwa swa cinca, kungari ntsena eka makete wa laha kaya, loko hi languta makete wa matiko ya misava, ku pakiwa ka swakunwa na swona swiya swikulu kumbe swintsongo.

Hi lembe ra 2019, Coca-Cola yisungule mabodlhela ya 350ml na 700ml eka makete wa Japan. Eka webusayiti ya yona, Coca-Cola yi hlamusela leswaku hikokwalaho ka yini ku pakiwa lokuntshwa ku nghenisiwa -- ku hlamula eka nhlayo ya le hansi ya ku velekiwa eJapani, nhlayo ya vaaki lava dyuhaleke na ku tlakuka ka nhlayo ya mindyangu leyintsongo, 350ml ya Coke yi lulamerile munhu un’we, 700ml yi lulamerile eka vanhu vambirhi ku nwa. [2] .

Mati ya 900ml ya Pokuang Li ya le ku tlakukeni eJapani eka malembe lawa ya hundzeke. Hi ku ya hi vatirhi va Otsuka, 'ku sukela eku heleni ka lembe leri nga hundza, nhlayo ya ku xavisiwa yi tlakuke hi tidijithali timbirhi n'hweti yin'wana na yin'wana.' [3]

Vhengele ra swakunwa ra le Britain MOJU ri simekile nxaxamelo wa Booster eka ku pakiwa ka 60ml hi 2016, ku landzela ku pakiwa ka 420ml hi 2023 ku fikelela swilaveko swo hambana swa vatirhisi.

Brand ya China outbound McDovey yitlhele yi vona ntshamiseko wa ku pakiwa lokukulu ka tiya leyingariki na chukele eka makete wa matiko ya misava. Leswaku yi fikelela swilaveko swa timakete ta China na Amerika, McDovido yi hlawurile phasela ra 750ml lerikulu swinene. Hi Nyenyankulu 2022, McDovedo hi nkarhi wun'we yisungule 750ml 'Great Oolong Tea' e China nale United States.

Eka makete wa le Amerika N’walungu, mukhuva wa ku paka swakunwa leswikulu wu hundziseriwe hambi ku ri eka bindzu ra le henhla. Ron Skotleski, xandla xa muungameri wa ku xavisa na ku xavisa eka xiyenge xa ​​swakunwa xa le Amerika N’walungu xa Crown Holdings, muhumelerisi wa swipaci swa nsimbi, u vule eka xitatimende lexi rhumeriweke hi imeyili: Hikwalaho ka ku vilela ka rihanyo ra vaxavi, hi nga vona ku tlakuka lokukulu ka ku xavisiwa ka swikotela swa 7.5-ounce eka swiyenge swin’wana swa swakunwa, naswona ku dyiwa ka swakunwa leswi leswitsongo swi endla leswaku vaxavi va nga titwi nandzu ngopfu.

Kusuka eka swivangelo swa ku cinca ka ku paka eka timakete ta matiko mambe, swinga kumeka leswaku hambi kuri ku pakiwa lokukulu kumbe ku pakiwa lokuntsongo, endzhaku ka ku cinca ka ku pakiwa ka swakunwa, kahle kahle i brand leyi yi khathalelaka swilaveko leswi cincaka swa vaxavi naswona yi lava ku xavisa kahle. Hi swihi ku cinca ko karhi eka ku tsakela ka ku xava ka mintlawa ya vatirhisi eka makete wa laha kaya?

A hi 500ml a yi swi koti ku xava, kambe 1000ml yi durha ngopfu

Sungula hi ku paka lokukulu.

Kuya hi Nielsen IQ '2024 China Beverage Industry Trend and Outlook', 600ml-1249ml leyikulu leyi lulameleke ku nwa yi hundzuke ndzhawu leyintshwa yo kula ya indasitiri ya swakunwa eka malembe lawa yanga hundza. Xiphemu lexi xa xiyenge xa swihlawulekisi xa ku xavisiwa eka swihlawulekisi hinkwaswo xi ta kula ku suka eka 6.4% hi 2019 ku ya eka 11.3% hi 2023. Swakunwa leswikulu leswi lunghekeleke ku nwa swi tlhela swi katsa swiyenge swo tala, exikarhi ka swona ku xavisiwa ka swakunwa swa eneji ku ta tlakuka hi 213% hi 2023 loko ku pimanisiwa na 2019, tiya leyi lunghekeleke ku nwa hi 105%, na swakunwa leswi nga na khaboni hi 101%.

Ha yini vaxavi va swi tsakela tiphasela letikulu? Ku tirha ka ntsengo i xin’wana xa swivangelo. [1] .

Khale, swakunwa leswikulu leswi pakiweke hakanyingi a swi vuriwa diaosi. Namuntlha, ti brands totala eka kusunguriwa ka ku paka lokukulu, tita hlamuseriwa tani hi nkoka.

Eka nhlamuselo ya ti netizens, diaosi ngopfu ngopfu yivula eka bodlhela lerikulu ra swakunwa swo chipa leswinga pakiwa hiku olova, kambe yi hlula hiku nwa mali leyi phindhiweke kambirhi hi 1 kumbe 2 yuan kutlula ku pakiwa ka ntolovelo. [6] Va-netizens vo tala va hlekile va ku 'swiphemu swinharhu i xikandza, swiphemu swa mune i vutomi, hayi mabodlhela lamatsongo a ma swi koti ku swi xava, kambe mabodlhela lamakulu ya durha ngopfu.'

Ku nga khathariseki nkoka wa xiambalo kumbe diaowu, xisekelo xi kombetela eka matirhelo ya ntsengo. Teka matluka ya le Vuxeni tani hi xikombiso, Nongfu Spring official Tmall flagship store, 900ml matluka ya Oriental, 12 wa mabodlhela hi bokisi, nxavo lowu tirhaka i 75 yuan, xiringaniso i 6.25 yuan/bodlhela. Ntsengo lowu tirhaka wa 15 wa mabodlhela ya 500ml ya matluka ya Oriental eka bokisi i 63.9 yuan, laha xiringaniso xa 7.62 yuan hi bodlhela. Loko ku pimanyisiwa na bodlhela ra ntolovelo, ntsengo wa 100 ml yin’wana na yin’wana wule hansi hi 18.5%.

Hilaha ku fanaka, Dongpeng Water 555mL na 1L ti xavisiwa hi 4 yuan na 6 yuan hi ku landzelelana, leswi ringanaka na ku tirhisa 2 yuan ku tlula ku xava volumin leyi phindhiweke kambirhi.

Ku pakiwa lokukulu ku nga tlhela ku fikelela swilaveko swa vatirhisi swo avelana, ku fikelela nkoka wa mintlhaveko wa vatirhisi na swilaveko swin’wana swo hambana. Hi ndlela leyi, tiphasela to sungula ta 1L na 2L letikulu ta swakunwa ti tala ku kongomisa eka swifaniso swa ku hlengeletana ka ndyangu naswona ti kandziyisa 'ku avelana', leswi swa ha tirhaka na namuntlha.

'Ku sunguriwa ka swakunwa swa tiphasela letikulu swi fikelela swilaveko swa ku cinca ka ku tsakela ka vatirhisi ku tirhisa (ku tlhelela eka ku twisisa na ku landzelela ku tirhisiwa loku nga durhiki) na ku ndlandlamuxa swiyimo swa ku tirhisiwa, naswona swi tlhela swi endla leswaku vatirhisi va va na swihlawulekisi swo hambana eka swihlawulekisi.' Swakunwa swa Dongpeng swi tshame swi vula eka mbulavurisano na swihangalasamahungu.

Tiphasela letintsongo ti vuya, leti endleriweke ku nghena exikhwameni xa wena na ku tsakela vanhu

Hi nkarhi wolowo, ti brand ti sungule ku susumeta tiphasela letitsongo hambi ku ri ka ha ri emahlweni ku tlula letikulu.

Coca-Cola akuri yin’wana ya ti brands tosungula swinene kuva ti humesa ti packages letintsongo eka makete wa China. Hi lembe ra 2018, Coca-Cola yisungule ku nyika ti 200ml ta ti mini-can packages. Ku engetela kwalano, eka makete wa China unga tlhela u vona 300ml mini bottle ya Coca Cola na 330ml modern can.

Kusukela kwalano, hi 2019, swikoweto swotala swa swakudya na swakunwa swisungule swipaci leswintsongo kuva swihlangana na moya wa 'cute economy', kufana na Yuanqi Forest's mini can of sparkling water. Moya lowu wu tlhele wu hunga eka track leyintshwa ya swakunwa swa tiya, nyana, tiya na swin'wana na swin'wana swi tlhele swi sungula 'mini cup' milk tea.

Emalembeni ya sweswinyana, moya wa swipaci leswitsongo wu ye emahlweni wu hunga. Hi 2023, ti brand leti hluvukaka leti yimeriweke hi Lemon Republic ti ta tlhela ti sungula ku pakiwa ka 300ml. Hi June 2024, Coca-Cola yi tivise eka akhawunti ya yona ya ximfumo ya wechat leswaku mabodlhela ya le xikhwameni ya switirhisiwa leswintshwa swa Coca-Cola, Sprite na Fanta ya ta olova, naswona ya ta sunguriwa eGuangdong, Hubei, Yunnan na Beijing ku sukela hi June.

Kufana na tiphasela letikulu, ti brands ti tshama tiri karhi ti engetela ti package letintsongo letintshwa leswaku tita 'xavisa kahle' naku fikelela swilaveko swa vatirhisi. Hi ku kongoma, swilaveko swa vaxavi na swona swa hambana.

Hi xikombiso, anakanya hi Coca-Cola. Swivangelo swa tiphasela letintshwa letintsongo ta Coca-Cola na swona swa hambanile.

Hi 2018, Coca-Cola yi sungurile ku paka swintsongo eChina, hi tlhelo rin'we, ku landzelela mukhuva wa rihanyo, 'ku nwa switsongo swi na rihanyo; Ku engetela kwalaho, swihlawulekisi swo hambana swa ku paka na swona swi na minxavo yo hambana, hi ku tirhisa swihlawulekisi leswintsongo swa ku paka ku hunguta mpimo wa ku tirhisiwa, ku ndlandlamuxa bandi ra matirhiselo, leswaku ku ta fambisa ku kula.

Swi tlhele swi pfuna Coke ku xavisa ngopfu. Ku vikiwa leswaku hi 2019, mali ya Swire Coca-Cola’s modern can packaging carbonated drinks yi tlakuke hi ku fika eka 90%, exikarhi ka swona mini modern can, leyi tekiwaka tanihi mukhuva wuntshwa wa vatirhisi, na yona yi fikelerile ku kula ka 20%. Ku engetela kwalaho, hi ku ya hi tinhlayo ta datha ta xiviko xa lembe na lembe xa COFCO Coca-Cola xa hafu yo sungula ya 2021, vholumo ya ku xavisiwa na mali leyi nghenaka ya swikotela swa manguva lawa na swikotela swa manguva lawa swa mini swi tlakuke hi ku tlula 50%.

Loko vatirhisi va vilerisiwa hi ku tirhisa mali, 'vumaki bya ku paka byi tlanga xiave lexikulu,' CEO wa Coca-Cola James Quincey u vule hi nkarhi wa xirhambo xa miholo ya khamphani ya 2022.

Endzhaku ka malembe ya tsevu, Coca-Cola yi susumeta rivoni ra bodlhela ra le xikhwameni ku kandziyisa ku rhwala ka rona.

Eka akhawunti ya ximfumo ya wechat ya Coca-Cola, pfhumba ro xavisa hi bodlhela lerintshwa ra le xikhwameni i citywalk, leyi nga duma swinene sweswinyana. Coca-Cola yi sungurile ntirho wa nkarhi lowu pimiweke wa wachi eka block ya Refreshing bag. Ndhawu yo sungula yo yima eka yona yi vekiwile eDorobeni ra Khale ra Nantou ra Shenzhen, naswona ku endleriwe tindhawu ta 18 to veka wachi eka yona.

Yu Jianzeng u vule leswaku ku pakiwa ka swakunwa swiya swikula hi ti phasela letintsongo, hikuva ti phasela letintsongo ti lulamerile swinene kuva ti endliwa naswona tinga tlhela ti vekiwa eka minkwama ya vavasati, hikokwalaho juzi ya mihandzu, carbonation na ti package tin’wana letintsongo swiya switsakeriwa ngopfu.

Ku engetela eka ku rhwala, tiphasela letintsongo ti nga tlhela ti fikelela swilaveko leswi yaka swi hambana swa vatirhisi.

Xiendlakalo xa tiphasela letintsongo xi fuwile swinene hikuva swihlawulekisi leswintsongo swinga cinca cinca swinene kuva switolovela swiyimo swohambana hambana. Swivangelo leswi endlaka leswaku vaxavi va hlawula ku xava tiphasela letintsongo swikatsa ku paka kahle, swinavetiso swo vangama, switsundzuxo kusuka eka vanghana na ku titsakisa, leswinga fikelelaka nkoka wa mintlhaveko wa vaxavi.

Ku engetela kwalaho, ku na mbulavurisano wo tala mayelana na ku pakiwa lokutsongo eka swihangalasamahungu swa le ka social media, naswona ku kamberiwa ka 'cute' na 'interesting' swi tala ku fambisa ku hisa ka le henhla ka mbulavurisano.

Ku engetela kwalaho, vaxavi va nyikela nyingiso lowukulu eka rihanyo. Hambi ku ri eka swakunwa leswi nga ni tikhilojulu to tala, tiphasela letitsongo ti nga hunguta ndzhwalo wa tikhilojulu eka vaxavi ni ku fikelela xilaveko xa ku hunguta chukele. Hi switirhisiwa leswi tengeke, tiphasela letintsongo tinga dyiwa endzhaku ka siku handle ka swilo swo hlayisa, leswi papalataka khombo ro onhaka.

'Ku twisisa swilaveko swa vatirhisi va xinuna na va xisati swi nga hi pfuna ku pulana ku antswa switirhisiwa leswintshwa na tiphotifoliyo ta swikumiwa,' ku vula Yu eka mbulavulo wa yena. Loko hi languta endzhaku, hambi phasela ri ri rikulu kumbe ritsongo, xisekelo xa rona i ku fikelela swilaveko swa vatirhisi, naswona xikongomelo xo hetelela entiyisweni i ku 'xavisa kahle'.