Ukuze Uthengise Kahle, Iphakheji Kufanele Likhulu Noma Lincane

Ngokungalindelekile, usayizi nosayizi wephakeji yesiphuzo isiphenduke 'uhlobo lwemali yomphakathi' yabantu abasha.

Ku-Weibo, isihloko esithi iphakethe elikhulu lesiphuzo livame ukuseshwa. Isihloko sokuthi kungani ukupakishwa okungu-#1L kube yimali yezenhlalo yabantu abasha sifundwe ngabantu abangaphezu kwezigidi ezingu-69 ngesikhathi sokushicilela, nezinye izihloko ezihlobene nazo zifundwe ngabantu abangaphezu kwesigidi esisodwa.

Amaphakheji amancane anokushisa okuphezulu. Isibonelo, iphakheji elincane lamaqabunga aseMpumalanga lithandwa kakhulu, kanti abanye abanikazi be-netizens ngisho ne-DIY 335ml amaqabunga aseMpumalanga abe yiphakeji elincane. Okuthunyelwe, okunesihloko esithi 'Iqabunga elincane kakhulu lasempumalanga ku-inthanethi,' linokuthanda okungu-30,000, izintandokazi ezingaphezu kuka-1,900 namazwana angaphezu kuka-1,000.

Futhi umphefumulo womngane wenethi uyabuza -- ngobani izethameli zesiphuzo esingu-100ml? Abantu abaningi baphawule: 'Le phakheji elincane elithandekayo lifuna nje ukunambitha', 'ngisho noma ulithenga ngaphandle kokuliphuza lihle kakhulu'...

Ukupakisha okukhulu nokuncane ukushisa okuphezulu, izinhlobo eziningi zaqala ukwenza ukupakishwa kube kukhulu noma kuncane. 'Inani namaphakheji amancane aqhuba ukukhula kwayo yonke imboni yeziphuzo,' kusho u-Jian Yu, umphathi jikelele we-Kantar Worldpanel Greater China, ku-FBIF2024 Food and Beverage Innovation Forum.

Ngokusho kwe-Nielsen IQ '2024 China Beverage Industry Trend and Outlook', i-600ml-1249ml enkulu elungele ukuphuzwa isiphenduke indawo entsha yokukhula kwemboni yeziphuzo eminyakeni yakamuva.

Eminyakeni yamuva nje, zombili izinhlobo zendabuko kanye nemikhiqizo esafufusa yenze ukuphikisana mayelana nokucaciswa kokupakisha. Ngaphezu kokwethula ukupakisha okungaba ngu-500ml, baphinde bethula amaphakheji amakhulu angaba ngu-1L noma amaphakheji amancane angaba ngu-300ml.

Ngokwesibonelo, amaqabunga Oriental, ngaphezu 500ml emaphaketheni , futhi yethula 900ml kanye 335ml emaphaketheni;

I-Pulsation iphinde ibonakale kumaphakheji amakhulu we-1L namaphakheji amancane angu-400ml. Ibhrendi ize 'isebenze yonke into' ephaketheni elikhulu elingu-1L, elinamagama athi 'kuhle ~ okuhle ~ okuhle ~ okuhle' aphrintwe ebhodleleni.

Ngaphezu kwalokho, kukhona i-Vivity Forest, izithelo ezivuthiwe, i-Minute Maid, i-Lemon Republic... Ngaphezu kokupakisha iziphuzo, izinguquko ezicacisweni zokupakisha nazo zivame kakhulu etiyeni elisha, iwayini ngisho nokudla okulula kokungcebeleka.

Kungani le mikhiqizo iqala ukuba nkulu noma ibe mancane ngosayizi bamaphakheji? Ngemuva koshintsho lwezicaciso zokupakisha, hlobo luni lwesidingo semakethe oluhambisana nakho?

Amaphakheji eziphuzo ezinkulu nezincane awamusha. Kodwa eminyakeni yamuva, abathengi banaka kakhulu amaphakheji amakhulu namancane. Ukuze kuhlangatshezwane nezidingo zabathengi, izinhlobo eziningi zemikhiqizo ziqala 'ukusebenza kanzima' ekucacisweni kokupakisha.

Amaqabunga aseMpumalanga ayisibonelo esivamile.

Ngo-2011, iNongfu Spring yethula i-Oriental Leaves, ibhodlela elingu-500ml letiye elingenashukela. Ngo-Okthoba 2019, i-Oriental Leaf yethula okokuqala iphakethe elincane elingu-335ml ngemuva kweminyaka eyisishiyagalombili isemakethe.

Ngo-2023, abantu abasha bazonaka kakhulu iziphuzo ezinkulu ezipakishiwe. I-Oriental Leaf yethule amabhodlela amakhulu angu-900ml esitolo sayo esiphambili sakwa-Tmall ngasekuqaleni kwalowo nyaka. Ngalo nyaka, ibhodlela elingu-900ml le-Oriental Leaves selikhishiwe eziteshini ezingaxhunyiwe ku-inthanethi, laze lahlala nesihlalo sika-C eshalofini.

I-FBIF ivakashele izindawo eziningi yathola ukuthi u-900ml wamaqabunga aseMpumalanga utholakala yonke indawo, kungaba sezitolo ezinkulu noma ezitolo zaselokishini.

Okufanayo kuya ku-Vitality Forest. Ngo-2018, i-Yuanqi Forest yakhipha umkhiqizo wayo wakudala, amanzi anesoda acwebezelayo. Ngaleso sikhathi, ubukhulu bala manzi acwazimulayo babusengama-480ml. NgoMeyi 2020, ihlathi laseYuanqi lethule amathini amancane amahlanu amanzi acwebezelayo anokunambitheka okuhlukile, ngalinye lingu-200ml. Ngokushesha ngemva kwalokho, amabhodlela amancane angu-280ml, amabhodlela amakhulu angu-1.25L asemakethe.

Ngokungeziwe emanzini angamabhamuza e-soda, eminye imikhiqizo yehlathi laseYuanqi nayo ivele ngosayizi abakhulu nabancane eminyakeni yamuva, njengebhodlela le-450ml letiye lobisi lwe-Yuanqi Forest elasungulwa ngo-2019, kanye netiye lobisi elincane elingu-300ml lethulwe unyaka owodwa ngemuva kokwethulwa. Umkhiqizo omusha, itiye elibandayo, uzokwethulwa ngokugcwele ngo-2023 emaphaketheni angama-450ml. Ngemuva kwesigamu sonyaka, i-Yuanqi Forest yamemezela ukwethulwa kokufakwa kwe-900ml.

Eminyakeni yamuva, kunemikhiqizo eminingi okupakishwa kwayo kube kukhulu noma kuncane. Isibonelo, i-Huiyuan izokwethula imiphongolo emikhulu engu-2L ngo-2022. Ngenkathi i-Dongpeng Beverage yethula umkhiqizo wayo omusha 'Rehydrate' ngoJanuwari 2023, ngesikhathi esifanayo yethula amandla angu-555mL kanye ne-1L ngokwemibandela yokupakisha; I-You Cong gas iphinde yethula amaphakheji amakhulu angu-2L kulo nyaka.

Eqinisweni, iphakheji elikhulu elingaba ngu-1L kanye nephakheji elincane elingaba ngu-300ml alizange livele eminyakeni yamuva. Phambilini, amabhrendi afana noTingyi, Uni-President, Coca Cola kanye noPepsi Cola babenemininingwane ehlukene yokupakishwa ngasekuqaleni kuka-2019.

Uma kuqhathaniswa nesikhathi esedlule, kungatholakala ukuthi kunoshintsho olusobala ukuthi iziphuzo ezinkulu nezincane ezipakishiwe azisagcini nje ngejusi yezithelo neziphuzo ezine-carbonated, kodwa ziqala ukuthuthela etiyeni elingenashukela, iziphuzo ezisebenzayo, itiye lezithelo nezinye izigaba ezincane zeziphuzo.

Ukushisa kwamaphakheji amakhulu akugcini nje ekupakisheni iziphuzo. Ukupakishwa kwamanye amaculo, njengetiye elisha nokudla okulula, nakho kuya ngokuba kukhudlwana.

Izinhlobo eziningi zetiye ezintsha zethule umqondo othi 'VAT'. NgoMeyi 2022, uNayue wethule ngokulandelana imikhiqizo engusayizi omkhulu ongu-1L 'Domineer One-liter Peach', 'Domineer One-Liter Bayberry Lemon barrel' kanye 'Domineer One-litre peach'. Futhi yethulwe emiphongolweni yomkhiqizo kukhona itiye eyi-100, itiye lasendulo, umalumekazi waseShanghai, incwadi eshisa utshani bezinganekwane nokunye.

Ukucaciswa kokupakishwa kwesiphuzo kuyashintsha, akugcini nje kuphela emakethe yasekhaya, uma ubheka imakethe yamazwe ngamazwe, ukupakishwa kwesiphuzo nakho kuba kukhudlwana noma okuncane.

Ngo-2019, i-Coca-Cola yethula amabhodlela angama-350ml kanye nama-700ml emakethe yaseJapan. Kuwebhusayithi yayo, i-Coca-Cola ichaza ukuthi kungani le phakheji entsha yethulwa -- ngenxa yezinga eliphansi lokuzalwa lase-Japan, abantu abaguga kanye nenani elandayo lemindeni emincane, u-350ml we-Coke ulungele umuntu oyedwa, u-700ml ulungele ukuthi abantu ababili baphuze. [2]

Amanzi e-Pokuang Li angu-900ml abelokhu enyuka e-Japan eminyakeni yamuva. Ngokusho kwabasebenzi baka-Otsuka, 'kusukela ekupheleni konyaka odlule, ivolumu yokuthengisa inyuke ngamadijithi amabili njalo ngenyanga.' [3]

Umkhiqizo wesiphuzo saseBrithani i-MOJU yethula uchungechunge lwe-Booster emaphaketheni angama-60ml ngo-2016, lwalandelwa ukufakwa okungu-420ml ngo-2023 ukuze kuhlangatshezwane nezidingo ezahlukene zabathengi.

Uhlobo lwaseShayina oluphumayo iMcDovey luphinde lwabona inkambiso yokupakishwa okukhulu kwetiye elingenashukela emakethe yamazwe ngamazwe. Ukuze kuhlangatshezwane nezidingo zezimakethe zaseShayina nezaseMelika, uMcDovido wakhetha iphakethe elingu-750ml elikhulukazi. NgoNovemba 2022, uMcDovedo ngesikhathi esifanayo wethula u-750ml 'Itiye Le-Oolong Elikhulu' e-China nase-United States.

Emakethe yaseNyakatho Melika, ukuthambekela kokupakishwa kweziphuzo ezinkudlwana sekudluliselwe nasembonini ekhuphuka nomfula. U-Ron Skotleski, iphini likamongameli wezokuthengisa nokuthengisa we-North American beverage division of Crown Holdings, umkhiqizi wokupakisha wensimbi, esitatimendeni esithunyelwe nge-imeyili: Ngenxa yokukhathazeka kwezempilo kwabathengi, singabona ukwanda okukhulu ekuthengisweni kwamathini angu-7.5-ounce kwezinye izingxenye zeziphuzo, futhi ukusetshenziswa kwalezi ziphuzo ezincane kwenza abathengi bazizwe benecala elincane.

Kusukela kuzizathu zokushintsha ukupakisha ezimakethe zangaphandle, kungatholakala ukuthi kungakhathaliseki ukuthi ukupakisha okukhulu noma ukupakisha okuncane, ngemuva kokuguqulwa kokufakwa kwesiphuzo, empeleni uphawu oluhambisana nezidingo eziguqukayo zabathengi futhi lufuna ukuthengisa kahle. Yiziphi izinguquko eziqondile ekuthengeni okuthandwayo kwamaqembu abathengi emakethe yasekhaya?

Akuwona u-500ml ongakwazi ukuthenga, kodwa i-1000ml iyonga kakhulu

Qala ngamaphakheji amakhulu.

Ngokusho kwe-Nielsen IQ '2024 China Beverage Industry Trend and Outlook', i-600ml-1249ml enkulu elungele ukuphuzwa isiphenduke indawo entsha yokukhula kwemboni yeziphuzo eminyakeni yakamuva. Isabelo salesi sigaba sokucaciswa sokuthengiswa kuzo zonke izicaciso sizokhula sisuka ku-6.4% ngo-2019 siye ku-11.3% ngo-2023. Iziphuzo ezinkulu esezilungele ukuphuza nazo zihlanganisa izigaba eziningi, phakathi kwazo ukuthengiswa kweziphuzo ezinikeza amandla kuzokwenyuka ngo-213% ngo-2023 uma kuqhathaniswa no-2019, isiphuzo esilungele ukuphuza isiphuzo esingu-5 ngo-10% netiye elingu-10%.

Kungani abathengi bethanda amaphakheji amakhulu? Ukusebenza kwezindleko kungesinye sezizathu. [1]

Esikhathini esedlule, iziphuzo ezinkulu ezipakishiwe zazivame ukubizwa ngokuthi i-diaosi. Namuhla, imikhiqizo eminingi ekuqalisweni kokupakisha okukhulu, izochazwa njengenani.

Encazelweni yabasebenzisi be-netizen, i-diaosi isho ikakhulukazi inguqulo yebhodlela elikhulu leziphuzo ezishibhile ezinamaphakheji angenalutho, kodwa iwina ngokuphuza inani lemali eliphindwe kabili ngeyuan elingu-1 noma elingu-2 ngaphezu kokupakishwa okujwayelekile. [6] Abasebenzisi benethiwekhi abaningi bahlekisa ngokuthi 'izingcezu ezintathu ziwubuso, izingcezu ezine ziyimpilo, akuwona amabhodlela amancane angeke akwazi ukuwathenga, kodwa amabhodlela amakhulu ayonga kakhulu.'

Ngaphandle kwevelu yengubo noma i-diaowu, umongo ukhomba ekusebenzeni kwezindleko. Thatha amaqabunga aseMpumalanga njengesibonelo, isitolo se-Tmall esisemthethweni saseNongfu Spring, amaqabunga aseMpumalanga angu-900ml, amabhodlela angu-12 ibhokisi, intengo esebenzayo ingama-yuan angu-75, isilinganiso singu-6.25 yuan/ibhodlela. Intengo esebenzayo yamabhodlela angu-15 amahlamvu angu-500ml Asempumalanga ebhokisini ama-yuan angu-63.9, anesilinganiso samayuan angu-7.62 ibhodlela ngalinye. Uma kuqhathaniswa nebhodlela elijwayelekile, intengo ye-100 ml ngayinye iphansi ngo-18.5%.

Ngokufanayo, i-Dongpeng Water 555mL kanye ne-1L inenani lama-yuan angu-4 no-6 yuan ngokulandelanayo, okulingana nokusebenzisa ama-yuan angu-2 ngaphezulu ukuze uthenge umthamo ophindwe kabili.

Ukupakishwa okukhulu kungahlangabezana nezidingo zokwabelana zabathengi, kuhlangabezene nenani elingokomzwelo labathengi nezinye izidingo ezihlukene. Ngale ndlela, amaphakheji okuqala eziphuzo angu-1L no-2L avame ukugxila ezigcawini zokuhlangana komndeni futhi agcizelele 'ukwabelana', okusasebenza nanamuhla.

'Ukwethulwa kweziphuzo ezinamaphakeji amakhulu kuhlangabezana nezidingo zokushintsha kwabathengi ukukhetha kokusetshenziswa (ukubuyela ekucabangeni nasekuphishekeleni ukusetshenziswa okungabizi kakhulu) kanye nokwandisa izimo zokusetshenziswa, futhi kwenza abathengi bakwazi ukukhetha okuhlukahlukene ekucacisweni.' Isiphuzo se-Dongpeng sake sasho engxoxweni nabezindaba.

Amaphakheji amancane ayabuya, aklanyelwe ukungena ephaketheni lakho futhi athandeke abantu

Ngaleso sikhathi, amabhrendi aqala ukuphusha amaphakheji amancane ngisho nangaphambi kwalokho kunamakhulu.

I-Coca-Cola ingenye yemikhiqizo esanda kuqala ukwethula amaphakheji amancane emakethe yaseShayina. Ngo-2018, i-Coca-Cola yaqala ukunikeza amaphakheji amancane angama-200ml. Ngaphezu kwalokho, emakethe yaseShayina angabona futhi ibhodlela elincane le-Coca Cola elingu-300ml kanye nekani lesimanje elingu-330ml.

Kusukela lapho, ngo-2019, izinhlobo eziningi zokudla neziphuzo seziqalise amaphakheji amancane ukuhlangabezana nomoya 'womnotho omuhle', njengethini elincane le-Yuanqi Forest lamanzi acwebileyo. Lo moya ubuye wavuthela ithrekhi entsha yesiphuzo setiye, kancane, itiye nokunye kwethula itiye lobisi 'inkomishi encane'.

Eminyakeni yamuva nje, umoya wokupakisha omncane uye waqhubeka uvunguza. Ngo-2023, izinhlobo ezisafufusa ezimelwe yiLemon Republic nazo zizokwethula amaphakheji angama-300ml. NgoJuni 2024, i-Coca-Cola yamemezela ku-akhawunti yayo ye-wechat esemthethweni ukuthi amabhodlela ephakethe emikhiqizo emisha ye-Coca-Cola, i-Sprite ne-Fanta azolula, futhi azokwethulwa e-Guangdong, e-Hubei, e-Yunnan nase-Beijing kusukela ngoJuni.

Njengamaphakheji amakhulu, amabhrendi aqhubeka nokungeza amaphakheji amancane amasha ukuze 'athengise kahle' futhi ahlangabezane nezidingo zabathengi. Ngokucacile, izidingo zabathengi nazo ziyahlukahluka.

Ngokwesibonelo, cabanga nge-Coca-Cola. Izizathu zamaphakheji amancane e-Coca-Cola nazo zihlukile.

Ngo-2018, i-Coca-Cola yethula amaphakheji amancane e-China, ngakolunye uhlangothi, ukuze ihambisane nesitayela sezempilo, 'ukuphuza kancane kunempilo; Ngaphezu kwalokho, ukucaciswa okuhlukile kokupakisha nakho kunamanani ahlukene, ngokusebenzisa imininingwane emincane yokupakisha ukunciphisa umkhawulo wokusebenzisa, ukwandisa ibhande lokusebenzisa, ukuze uqhube ukukhula.

Kuphinde kwasiza uCoke ukuthi adayise kakhulu. Kubikwa ukuthi ngo-2019, imali yesimanje ye-Swire Coca-Cola ingapakisha iziphuzo ze-carbonated ikhuphuke ngamaphesenti angama-90, phakathi kwayo i-mini yesimanjemanje, ethathwa njengomkhuba omusha wabathengi, nayo izuze ukukhula okungama-20%. Ngaphezu kwalokho, ngokwezibalo zedatha yombiko wonyaka we-COFCO Coca-Cola wengxenye yokuqala ka-2021, ivolumu yokuthengisa kanye nemali engenayo ye-can yesimanje kanye nesimanjemanje ingakhuphuka ngaphezu kwama-50%.

Uma abathengi bekhathazekile ngokusebenzisa imali, 'ukusungula izinto ezintsha kudlala indima enkulu,' kusho isikhulu se-Coca-Cola u-James Quincey ngesikhathi socingo lwenkampani oluholayo lwango-2022.

Ngemuva kweminyaka eyisithupha, i-Coca-Cola icindezela ukukhanya kwebhodlela lesikhwama ukuze igcizelele ukuphatheka kwayo.

Ku-akhawunti ye-wechat esemthethweni ye-Coca-Cola, umkhankaso wokumaketha ngebhodlela lephakethe elisha i-citywalk, esanda duma kakhulu. I-Coca-Cola yethule umsebenzi wewashi onesikhathi esilinganiselwe kubhlokhi ye-Refreshing bag. Isitobhi sokuqala samiswa eDolobheni Lasendulo laseNantou laseShenzhen, futhi izindawo zokuwasha eziyi-18 zenzelwe sona.

U-Yu Jianzeng uthe ukupakishwa kwesiphuzo kuthuthukiswa ngamaphakeji amancane, ngoba amaphakheji amancane afaneleka kakhulu ukwenza futhi angafakwa nasezikhwameni zabesifazane, ngakho-ke ijusi yezithelo, i-carbonation namanye amaphakheji amancane aya ngokuya ethandwa.

Ngaphezu kokuphatheka, amaphakheji amancane angahlangabezana nezidingo ezikhulayo ezihlukahlukene zabathengi.

Isimo samaphakheji amancane sicebile kakhulu ngoba izici ezincane zingashintsha kakhulu ukuze zivumelane nezimo ezihlukahlukene. Izizathu zokuthi kungani abathengi bakhetha ukuthenga amaphakheji amancane zihlanganisa ukupakishwa okuhle, izikhangiso ezikhanyayo, izincomo ezivela kubangani nokuzithokozisa ngokwabo, okungahlangabezana nenani lomzwelo labathengi.

Ukwengeza, kunezingxoxo eziningi mayelana nokupakishwa okuncane ezinkundleni zokuxhumana, futhi ukuhlola 'okumnandi' kanye 'okuthakazelisayo' kuvame ukuhambisa ukushisa okukhulu kwengxoxo.

Ngaphezu kwalokho, abathengi banaka kakhulu impilo. Ngisho neziphuzo ezinamakhalori amaningi, amaphakheji amancane anganciphisa umthwalo we-caloric wabathengi futhi ahlangabezane nesidingo sokunciphisa ushukela. Ngezithako ezihlanzekile, amaphakheji amancane angadliwa phakathi nosuku ngaphandle kwama-preservatives, ukugwema ingozi yokonakala.

'Ukuqonda izidingo zabathengi besilisa nabesifazane kungasisiza ukuthi sihlele kangcono imikhiqizo emisha namaphothifoliyo emikhiqizo,' kusho u-Yu enkulumweni yakhe. Uma ubheka emuva, noma ngabe iphakethe likhulu noma lincane, umongo walo ukuhlangabezana nezidingo zabathengi, futhi umgomo omkhulu empeleni 'ukuthengisa kahle'.