Ku xavisa kahle, phasela ri fanele ri va lerikulu kumbe ri ri ritsongo .

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

eka Weibo, nhloko-mhaka ya . Ku pakiwa lokukulu ka swakunwa ku tshamela ku lavisisiwa. Nhlokomhaka ya leswaku hikokwalaho ka yini ku pakiwa ka #1L ku hundzuke mali ya ntshamisano ya vantshwa yi hlayiwile hi vanhu vo tlula 69 wa timiliyoni ku fikela hi nkarhi wa vateki va mahungu, naswona tinhlokomhaka tin’wana leti fambelanaka na tona na tona ti hlayiwile hi vanhu vo tlula miliyoni.

Tiphasela letintsongo tina kuhisa lokukulu. Hi xikombiso, phasela leritsongo ra matluka ya le vuxeni ri tsakeriwa swinene, naswona van’wana va va-netizens hambi ku ri DIY . 335ml ya le vuxeni bya le vuxeni eka phasela leritsongo. Post leyi, leyi nga na nhlokomhaka leyi nge 'Tluka leritsongo ra le vuxeni eka internet,' ri 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 va ku: 'This lovely small package va lava ntsena ku nantswa', 'hambi loko u yi xava u nga nwi it is super cute'...

Ku pakiwa lokukulu na lokuntsongo ku hisa lokukulu, ti brand totala tisungule ku endla leswaku ku pakiwa ku va kukulu kumbe kutsongo. 'Value na tiphasela letitsongo ti fambisa ku kula ka indasitiri hinkwayo ya swakunwa,' ku vula Jian Yu, mufambisinkulu wa Kantar Worldpanel Greater China, eka FBIF2024 Food and Beverage Innovation Forum.

Hi ku ya hi Nielsen IQ '2024 China Beverage Industry Trend na Outlook', 600ml-1249ml leyikulu leyi lunghekeleke ku nwa yi hundzuke ndhawu leyintshwa yo kula ya indasitiri ya swakunwa eka malembe ya sweswinyana.

I malembe ya sweswinyana, havumbirhi bya ti brand ta ndhavuko na ti brand leti ha ku sungulaka hakunene ti endle mpfilumpfilu eka swihlawulekisi swa ku paka. Ku engetela eka ku humesa kwalomu ka 500ml ya swipaci, va tlhele va sungula kwalomu ka 1L leyikulu ya ku paka kumbe kwalomu ka 300ml ya swipaci leswintsongo.

Hi xikombiso, matluka ya le vuxeni, ku engetela eka . 500ml packaging , yitlhele yi humesa 900ml na 335ml packaging;

Pulsation yitlhela yihumelela eka ti package letikulu ta 1L na ti packages letintsongo ta 400ml. Brand hambi ku 'yi tirhile mhaka hinkwayo' eka 1l package leyikulu, na marito 'good ~ good ~ good ~ big' printed on the bottle.

Ku engetela kwalaho, kuna Vitality Forest, Fruit leyi vupfeke, minute maid, Lemon Republic... Ku engetela eka ku paka swakunwa, ku cinca eka swihlawulekisi swa ku paka na swona switala ngopfu eka tiya leyintshwa, wayeni hambi kuri swakudya swo olova swa vuhungasi.

Ha yini ti brand leti ti sungula ku kula kumbe ti va titsongo eka ti package sizes? Endzhaku ka ku cinca ka swihlawulekisi swa ku paka, i xilaveko xa muxaka muni xa makete lexi fambelanaka na xona?

Tiphasela letikulu ni letitsongo ta swakunwa a hi tintshwa. Kambe emalembeni ya sweswinyana, vatirhisi va nyikela nyingiso lowukulu eka ku paka lokukulu ni lokutsongo. Ku kota ku fikelela swilaveko swa vatirhisi, ti brand to tala ti sungula ku 'work hard' eka swihlawulekisi swa ku paka.

Matluka ya le vuxeni i xikombiso lexi tolovelekeke.

Hi 2011, Nongfu Spring yi sungule matluka ya le vuxeni, bodlhela ra 500ml ra tiya leyi nga riki na chukele. Hi Khotavuxika 2019, Oriental Leaf yi sungule ku sungula phasela ra 335ml mini endzhaku ka malembe ya tsevu ri ri karhi ri xavisiwa.

Hi 2023, vantshwa va ta nyikela nyingiso lowukulu eka swakunwa leswikulu leswi pakiweke. Oriental Leaf yi humesile 900ml ya mabodlhela lamakulu eka xitolo xa yona xa Tmall flagship eku sunguleni ka lembe rero. Hi lembe leri, bodlhela ra 900ml ra matluka ya le vuxeni ri rhurhumerisiwile eka tichannel ta le handle ka inthanete, naswona hambi ku ri ku tshama eka xitulu xa C lexi a xi ri exifelefini.

FBIF yi endzele tindzhawu totala kutani yikuma leswaku 900ml ya matluka ya le vuxeni yinga kumeka hinkwako, hambi kuri eka switolo leswikulu kumbe switolo swa swixavisiwa swale dorobeni.

Swi tano na hi Vitality Forest. Hi 2018, Yuanqi Forest yi humesile xitirhisiwa xa yona xa xikhale, Soda Sparkling Water. Hi nkarhi walowo, vukulu bya mati lawa yo hatima a bya ha ri 480ml. Hi May 2020, Yuanqi Forest yisungule ntlhanu wa swikotela leswintsongo swa 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 vukulu byintsongo eka malembe lawa yanga hundza, kufana na 450ml bodlhela ra Yuanqi Forest Milk Tea leri sunguriweke hi 2019, na 300ml mini milk tea leyi sunguriweke endzhaku ka lembe rin’we endzhaku ka ku simekiwa ka yona. Xitirhisiwa lexintshwa, Iced Tea, xi ta sunguriwa hi ku helela hi 2023 eka 450ml packaging. Endzhaku ka hafu ya lembe, Yuanqi Forest yi tivise ku sunguriwa ka 900ml packaging.

Emalembeni ya sweswinyana, ku ni swilo swo tala leswi ku pakiwa ka swona ku veke swikulu kumbe switsongo. Xikombiso, Huiyuan yi ta sungula migodi ya 2L ya vuswikoti lebyikulu hi 2022. Loko Dongpeng Beverage a sungula xitirhisiwa xa yona lexintshwa 'rehydrate' hi Ndzhati 2023, hi nkarhi wun'we yi sungule 555ml na 1L capacities hi ku ya hi swihlawulekisi swa ku paka; Wena Cong Gas yi tlhele yi humesa 2L leyikulu ya ku paka lembe leri.

Entiyisweni, phasela lerikulu ra kwalomu ka 1L na phasela lerintsongo ra kwalomu ka 300ml a swi humelelanga eka malembe ya sweswinyana. Eka nkarhi lowu hundzeke, 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 ka leswaku swakunwa leswikulu na leswintsongo leswi pakiweke aswi ha pimiwi eka juzi ya mihandzu na swakunwa leswingana khaboni, kambe sungula ku rhurhela eka tiya leyinga riki na chukele, swakunwa leswi tirhaka, tiya ya mihandzu na swin’wana swa swinwiwa

Ku hisa ka swipaci leswikulu a swi heleli eka swakunwa swo paka. Ku pakiwa ka ti track tin’wana, kufana na tiya leyintshwa na swakudya swo olova, na swona swiya swikula.

Tinxaka to tala letintshwa ta tiya ti nghenise mhaka ya 'vat'. Hi May 2022, Nayue hi ku landzelelana yi sungule switirhisiwa swa 1L leswikulu swa 'domineer one-litre peach', 'domineer one-liter bayberry lemon barrel' na 'domineer one-litre peach'. Nakambe yi sunguriwile eka migerho ya brand kuna 100 wa tiya, tiya ya khale, mhani-ntsongo wa Shanghai, buku leyi tlhelaka yi hisa byanyi bya fairy na swin’wana.

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

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

Mati ya 900ml ya Pokuang Li yave kona e Japan eka malembe lawa yanga hundza. Hi ku ya hi vatirhi va Otsuka, 'Ku sukela eku heleni ka lembe leri nga hundza, vholumo ya ku xavisiwa yi tlakuke hi tidijithali timbirhi n'hweti na n'hweti.' [3]

British beverage brand Moju yisungule Booster Series eka 60ml packaging hi 2016, ku landzela 420ml packaging hi 2023 ku fikelela swilaveko swohambana hambana swa vatirhisi.

Brand ya le handle ya le China leyi vuriwaka McDovey yi tlhele yi vona mukhuva wa ku pakiwa lokukulu ka tiya leyi nga riki na chukele eka makete wa matiko ya misava. Leswaku a fikelela swilaveko swa timakete ta Machayina na ta Amerika, McDovido u hlawurile phasela ra 750ml oversized. Hi November 2022, McDovedo hi nkarhi wun'we u sungule 750ml 'Great Oolong Tea' eChayina na le 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 Phuresidente wa ku Xavisa na ku Xavisa eka Xiyenge xa ​​Swinwiwa xa le Amerika N’walungu xa Crown Holdings, muhumelerisi wa ku paka tinsimbi, u vule eka xitatimende lexi nga rhumeriwa hi imeyili: Hikwalaho ka ku vilela hi rihanyo ka vatirhisi, hi nga vona ku tlakuka lokukulu eka ku xavisiwa ka swikotela swa 7.5-ounce eka swiyenge swin’wana swa swakunwa, naswona ku tirhisiwa ka swakunwa leswintsongo swi endla leswaku vaxavi va titwa va nga ri na nandzu.

Kusuka eka swivangelo swaku cinca ka ku pakiwa eka timakete tale handle, swinga kumeka leswaku hambi kuri ku paka lokukulu kumbe mini packaging, endzhaku ka ku cinca ka swipaci swa swakunwa, kahle kahle i brand leyi phamelaka swilaveko leswi cincaka swa vatirhisi naswona yilava ku xavisa kahle. Hi swihi ku cinca loku kongomeke eka swihlawulekisi swa ku xava swa 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.

Hi ku ya hi Nielsen IQ '2024 China Beverage Industry Trend na Outlook', 600ml-1249ml leyikulu leyi lunghekeleke ku nwa yi hundzuke ndhawu leyintshwa yo kula ya indasitiri ya swakunwa eka malembe ya sweswinyana. Xiphemu lexi xa xiyenge xa ​​swihlawulekisi eka swihlawulekisi hinkwaswo swi ta kula ku suka eka 6.4% hi 2019 ku ya eka 11.3% hi 2023. Swinwiwa leswikulu leswi lunghekeleke ku nwiwa swi tlhela swi katsa swiyenge swo tala, exikarhi ka swona ku xavisiwa ka swakunwa swa eneji swi ta tlakuka hi 213% hi 2023 loko swi pimanisiwa na 2019, 101%, swi ta va swi lunghekile hi 2105%, na 2019, swi ta va swi ri 201%, na 101%, na 2019, swi ta va swi ri na 201%.

Ha yini vaxavi va 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 brand totala eka kusunguriwa ka ku pakiwa lokukulu, tita hlamuseriwa tani hi nkoka.

Eka nhlamuselo ya ti netizens, diaosi ngopfu ngopfu yivula bottle version leyikulu ya swinwiwa swo chipa leswingana swipaci swo olova, kambe yi hlula hiku nwa mali leyi phindhiweke kambirhi hi 1 kumbe 2 yuan kutlula ku pakiwa ka nkarhi na nkarhi. [6] Va-netizens vo tala va hlekile leswaku 'swiphemu swinharhu i xikandza, swiphemu swa mune i vutomi, a hi mabodlhela lamatsongo lama nga swi kotiki, kambe mabodlhela lamakulu ya durha ngopfu.'

Ku nga khathariseki nkoka wa xiambalo kumbe diaowu, xisekelo xi kombisa matirhelo ya ntsengo. Teka matluka ya le vuxeni tanihi xikombiso, nongfu Spring official Tmall Flagship Store, 900ml ya matluka ya le vuxeni, 12 wa mabodlhela ya Bottle A Box, nxavo lowu tirhaka i 75 yuan, xiringaniso i 6.25 yuan/bodlhela. Ntsengo lowu tirhaka wa 15 wa mabodlhela ya 500ml ya matluka ya le vuxeni eka bokisi i 63.9 yuan, laha kungana xiringaniso xa 7.62 yuan hi bodlhela. Loko ku pimanyisiwa na bodlhela ra ntolovelo, nxavo wa 100 mL yin’wana na yin’wana wule hansi hi 18.5%.

Hilaha ku fanaka, Dongpeng Water 555ml na 1L yi xavisiwa hi 4 yuan na 6 yuan hi ku landzelelana, leswi ringanaka na ku tirhisa 2 yuan ngopfu ku xava vholumo leyi phindhiweke kambirhi.

Ku paka lokukulu ku nga tlhela ku fikelela swilaveko swa ku avelana swa vatirhisi, ku fikelela nkoka wa mintlhaveko ya 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 nhlengeletano ya ndyangu na ku kandziyisa 'sharing', leswi swa ha tirhaka na namuntlha.

'Ku simekiwa ka swakunwa swa mapakata lamakulu swi fikelela swilaveko swa ku cinca ka matirhiselo ya vatirhisi (ku tlhelela eka ku twisisa na ku landzelela matirhiselo lama nga durhiki) na ku ndlandlamuxa swiyimo swa matirhiselo, naswona swi tlhela swi endla leswaku vatirhisi va va na swihlawulekisi swo hambana eka swihlawulekisi.' Dongpeng Beverage u vule kan'we eka mbulavurisano na vuhangalasi bya mahungu.

Tiphasela letitsongo ti endla comeback, leti endleriweke ku nghena exikhwameni xa wena ni vanhu lava tsakisaka .

Hi nkarhi wolowo, tibrand ti sungule ku susumeta tiphasela letitsongo hambi ku ri ku nga si fika nkarhi ku tlula letikulu.

Coca-Cola akuri yin’wana ya ti brand tosungula swinene ku nghenisa tiphasela letintsongo eka makete wa China. Hi lembe ra 2018, Coca-Cola yi sungurile ku nyika 200ml mini-can packages. Ku engetela kwalano, eka makete wa China swinga tlhela swivona 300ml mini bodlhela ra Coca Cola na 330ml modern can.

Kusukela kwalano, hi 2019, tinxaka totala ta swakudya na swakunwa swisungule swipaci leswintsongo ku hlangana na moya wa 'Cute Economy', kufana na Yuanqi Forest's mini can ya mati yo hatima. Moya lowu wu tlhele wu hunga eka track leyintshwa ya swakunwa swa tiya, nyana, tiya na swin’wana na swin’wana swi tlhele swi humesiwa 'mini cup' milk tea.

Emalembeni ya sweswinyana, moya wa swipaci leswitsongo wu ye emahlweni wu hunga. Hi 2023, ti brand leti humelelaka leti yimeriweke hi Lemon Republic ti ta tlhela ti sungula 300ml packaging. 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 va ya olova, naswona ya ta sunguriwa eGuangdong, Hubei, Yunnan na Beijing ku sukela hi June.

Ku fana na tiphasela letikulu, tibrand ti tshama ti ri karhi ti engetela tiphasela letintshwa letitsongo leswaku ti ta 'ku xavisa kahle' naswona ti fikelela swilaveko swa vatirhisi. Hi ku kongoma, swilaveko swa vatirhisi na swona swa hambana.

Teka Coca-Cola, hi xikombiso. Swivangelo swa tiphasela letintshwa letitsongo ta Coca-Cola na swona swi hambanile.

Hi 2018, Coca-Cola yi sungule ku paka lokuntsongo eChina, hi tlhelo rin’we, ku landzelela mukhuva wa rihanyo, 'Dyara less yi na rihanyo;

Swi tlhele swi pfuna Coke ku xavisa swo tala. Ku vikiwa leswaku hi 2019, Swire Coca-Cola’s modern can can can can drinks drinks revenue yi tlakukile hi ku fika eka 90%, exikarhi ka yona mini modern can, leyi tekiwaka tanihi ntshamiseko wuntshwa wa vatirhisi, na yona yi fikelela ku kula ka 20%. Ku engetela kwalaho, hi ku ya hi tinhlayo ta datha ya xiviko xa lembe na lembe xa Cofco Coca-Cola xa hafu yo sungula ya 2021, vholumo ya ku xavisiwa na mali leyi nghenaka ya CAN ya manguva lawa na Mini Modern swi nga tlakuka hi ku tlula 50%.

Loko vaxavi va vilerisiwa hi ku tirhisa mali, 'Ku pakiwa ka swilo leswintshwa swi tlanga xiphemu lexikulu,' CEO wa Coca-Cola James Quincey u vule hi nkarhi wa riqingho ra miholo ra 2022 ra khamphani.

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 xikhwama i CityWalk, leyi nga duma swinene sweswinyana. Coca-Cola yi sungule ntirho wa nkarhi lowu pimiweke hi nkarhi eka xibokisana xa nkwama wo phyuphyisa. Ku yima ko sungula ku vekiwile edorobeni ra khale ra Nantou ra Shenzhen, naswona ku endleriwe tindhawu ta 18 ta ku tirhisa ti- clock.

Yu Jianzeng u vule leswaku ku pakiwa ka swakunwa ku hluvuka eka tiphasela letintsongo, hikuva tiphasela letintsongo ti lulamerile swinene ku endla naswona tinga tlhela ti vekiwa eka minkwama ya vavasati, hikokwalaho juzi ya mihandzu, carbonation na swin’wana leswintsongo swiya switsakeriwa ngopfu.

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

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

Ku engetela kwalaho, ku na mbulavurisano wo tala mayelana na ku pakiwa lokuntsongo 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, vatirhisi va nyikela nyingiso lowukulu eka rihanyo. Hambi ku ri eka swakunwa leswi nga ni tikhilojulu to tala, tiphasela letitsongo ti nga hunguta ndzhwalo wa tikhalori ta vaxavi naswona ti nga fikelela xilaveko xa ku hunguta chukele. Hi switirhisiwa leswi tengeke, tiphasela letintsongo tinga dyiwa ku nga si hela siku handle ka swilo swo hlayisa, leswi papalataka khombo ro onha.

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