Ukuthengisa kahle, iphakethe kufanele libe likhulu noma lincane

Ngokungazelelwe, usayizi nosayizi wokupakisha wesiphuzo sekuphenduke i- 'yezenhlalo yezenhlalo ' yentsha.

Ku-weibo, isihloko se Ukupakishwa okukhulu kwesiphuzo kuvame ukuseshwa. Isihloko sokuthi kungani # 1l okokupakisha sekuyimali yenhlalo yabantu abasha eye yafundwa ngabantu abayizigidi ezingama-69 ubudala njengasesikhathini sabezindaba, nezinye izihloko ezihlobene nazo zifundwe ngabantu abangaphezu kwesigidi.

Amaphakheji amancane anokushisa okuphezulu. Isibonelo, iphakethe elincane lamaqabunga aseMpumalanga lithandwa kakhulu, futhi ezinye zezinzwa Amaqabunga e- 335ml aseMpumalanga ephaketheni elincane. Okuthunyelwe, okunesihloko esithi 'Iqabunga elincane kunazo zonke eMpumalanga kwi-Intanethi, ' linokuthandwa okungama-30,000, izintandokazi ezingaphezu kuka-1,900 namazwana angaphezu kwenkulungwane.

Futhi umphefumulo womngane onetha uyabuza - Ngubani izithameli zesiphuzo esingu-100ml? Abantu abaningi baphawule: 'Le phakethe elincane elihle lifuna ukunambitha ',

Ukushisa okukhulu okuphezulu nokuncane, imikhiqizo eminingi yaqala ukwenza ukupakishwa kube kukuncane noma kubekwe. 'Inani namaphakeji amancane ashayela ukukhula komkhakha wonke we-BEVAGE,

Ngokuya nge-nielsen IQ '2024 China Beverage Imboni Yezimboni kanye no-Outlook ', 600ml-1249ml ezinkulu ezilungele ukuthi zibe iphuzu elisha lokukhula komkhakha wesiphuzo eminyakeni yamuva.

Iminyaka yamuva nje, imikhiqizo yendabuko nemikhiqizo evelayo yenze impikiswano ngempela ekucaciseni imininingwane yokufaka. Ngaphezu kokwethula ukupakishwa okungaba ngu-500ml, nabo bethule mayelana nokupakishwa okukhulu kwe-1l noma okungama-300ml amaphakheji amancane.

Isibonelo, amaqabunga e-Oriental, ngaphezu kwa Iphakheji engu-500mL , futhi yethule futhi i-900ML kanye ne-335mlpakeji;

I-PUSHANLAGS ivela futhi emaphaketheni amakhulu ama-1l namaphakheji amancane we-400ml. Umkhiqizo noma 'wasebenzisa yonke into ' ephaketheni elikhulu le-1l, elinamagama 'amahle ~ okuhle ~ okuhle ~ kuphrintiwe ebhodleleni.

Ngaphezu kwalokho, kunamahlathi avuthiwe, izithelo ezivuthiwe, i-Minute Maid, i-Limit Republic ... Ngaphezu kokupakisha iziphuzo, izinguquko ekupakisheni zivame kakhulu itiye, iwayini kanye nokudla okulula.

Kungani le mikhiqizo iqala ukuthola inkulu noma incane ngosayizi wephakeji? Ngemuva kokushintshwa kokucaciswa kokufakwa, hlobo luni lokufunwa kwemakethe oluhambelana nalo?

Amaphakeji amakhulu futhi amancane awasha. Kepha eminyakeni yamuva nje, abathengi bakhokha ukunakwa okwengeziwe nokuningi okumapakethe amakhulu futhi amancane. Ukuze uhlangabezane nezidingo zabathengi, imikhiqizo eminingi iqala uku- 'sebenza kanzima ' ekufakweni okucacisiwe.

Amaqabunga ase-Oriental ayisibonelo esijwayelekile.

Ngo-2011, i-Nongfu Spring yethule amaqabunga aseMpumalanga, ibhodlela le-500ml letiye elinoshukela. Ngo-Okthoba 2019, iqabunga lase-Oriental laqala kuqala iphakethe le-335ml mini ngemuva kweminyaka eyisishiyagalombili emakethe.

Ngo-2023, abantu abasha bazonakekela kakhulu iziphuzo ezinkulu ezihlanganisiwe. I-Oriental Leaf yethule amabhodlela amakhulu angu-900ml esitolo sawo se-TMAL Flagship ekuqaleni kwawo kulo nyaka. Ngalo nyaka, ibhodlela le-900ml lamaqabunga aseMpumalanga selikhishwe eziteshini ezingaxhunyiwe ku-inthanethi, futhi lahlala nesihlalo se-C eshalofini.

I-FBIF ivakashele izindawo eziningi futhi yathola ukuthi i-900ml yamaqabunga aseMpumalanga ingatholakala yonke indawo, kungaba ezitolo ezinkulu noma ezitolo ezinkulu zelokishi.

Okufanayo kuhamba ngehlathi le-Vitality. Ngo-2018, ihlathi le-yuanqi likhiphe umkhiqizo walo wakudala, ama-soda akhafula. Ngaleso sikhathi, usayizi waleli phutha elikhazimulayo lalisengu-480ml. NgoMeyi 2020, ihlathi leYuanqa lethule amathini ama-mini amahlanu amancane acwebezelayo ngokunambitheka okuhlukile, ngalinye lingama-200ml. Kungekudala ngemuva kwalokho, amabhodlela amancane angama-280ml, amabhodlela amakhulu angu-1.25l abesemakethe.

Ngaphezu kwamanzi bubble wama-soda, eminye imikhiqizo ye-yuanqi ihlathi futhi ivele ngosayizi amakhulu futhi amancane eminyakeni yamuva, njengebhodlela le-yuanqu ehlathini laseYuanga yethulwe ngonyaka ka-2019, kanti itiye le-300ml mini lebisi laqala unyaka owodwa ngemuva kokuqalisa kwalo. Umkhiqizo omusha, itiye le-Iced, uzokwethulwa ngokuphelele ngo-2023 ekuphangelweni kwama-450ml. Isigamu sonyaka kamuva, ihlathi leYuanqa limemezele ukwethulwa kokupakishwa kwe-900ml.

Eminyakeni yamuva, kunemikhiqizo eminingi ukufakwa kwayo sekukhulu noma kube mncane. Isibonelo, i-Huiyuan izokwethula imigqomo yamandla ayi-2L ngo-2022. Lapho isiphuzo se-dongpeng sethula umkhiqizo wayo omusha Wena ugesi weCong waphinde wethule amaphakheji amakhulu we-2l kulo nyaka.

Eqinisweni, iphakethe elikhulu le-1L kanye nephakethe elincane elingaba ngu-300mL elingavelanga eminyakeni yamuva. Esikhathini esedlule, izinhlobo ezifana neTingyi, u-Uni-Modera, iCoca Cola kanye nePepsi Cola babenemininingwane ehlukile yokufaka ekuqaleni kuka-2019.

Uma kuqhathaniswa nesikhathi esedlule, kungatholakala ukuthi kukhona ushintsho olusobala lokuthi iziphuzo ezinkulu ezihlanganisiwe ezingasenazo iziphuzo zezithelo neziphuzo ze-carbonated, kepha ziqala ukufudukela ekhasini lamahhala kashukela, iziphuzo ezisebenzayo, itiye lezithelo nezinye izigaba ezingezansi zeziphuzo

Ukushisa kokupakishwa okukhulu akunqunyelwe ekupakisheni iziphuzo. Ukupakishwa kwamanye amathrekhi, njengetiye elisha kanye nokudla okulula, nakho kuyakhula.

Imikhiqizo eminingi yetiye entsha yethule umqondo we- 'VAT '. NgoMeyi 2022, uNayie wethule ngempumelelo imikhiqizo emikhulu ye-1L ye- 'isizinda se-peach ', Futhi yethulwe emiphongombeni yomkhiqizo kunamatiye ama-100, itiye lasendulo, u-shanghai anti, incwadi futhi ishisa notshani okufanelekile nokunye.

Iziphuzo Zokufaka Iziphuzo Ezihlosiwe ziguqulwe, akugcini nje ngokukhawulelwa emakethe yasekhaya, ukubheka emakethe yamazwe omhlaba, ukupakishwa kwesiphuzo nakho kuyakhula noma kuncane.

Ngo-2019, iCoca-Cola yethule amabhodlela angama-350ml namabhodlela angama-700ml emakethe yaseJapan. Kuwebhusayithi yayo, iCoca-Cola iyachaza ukuthi kungani kwethulwa amaphakheji amasha - ukuphendula inani eliphansi lokuzalwa, inani labantu abakhulayo nemindeni emincane, i-300ml yeCoke ilungele umuntu oyedwa, i-700ml ilungele abantu ababili ukuthi baphuze. [2]

Amanzi angama-900ml pokuang li amanzi asekhuphuke eJapan eminyakeni yamuva. Ngokusho kwabasebenzi baka-Otsuka, 'kusukela ukuphela konyaka owedlule, ivolumu yokuthengisa ikhuphuke ngamadijithi amabili njalo ngenyanga. ' [3]

IBrithani Brand MOJU yethule i-Brand Moju Yethule uchungechunge lwe-Booster ekuphaphekeni kwama-60ml ngonyaka we-2016, kulandelwa ukupakishwa okungu-420ml ngo-2023 ukufeza izidingo ezahlukahlukene zabathengi.

I-Chinese Outbound Brand McDovey ibuye yabona inkambiso yokupakishwa okukhulu kwetiye elinoshukela emakethe yamazwe aphesheya. Ukuze uhlangabezane nezidingo zazo zombili izimakethe zaseChina nezeMelika, uMcDovido wakhetha iphakheji eyeqile engu-750ml. NgoNovemba 2022, uMcdovedo ngasikhathi sinye waqala ngasikhathi sinye 750ml 'eChina nase-United States.

Emakethe yaseNyakatho Melika, umkhuba wokupakisha wesiphuzo omkhulu udluliselwe embonini ephezulu. I-Ron Skotleski, IPhini likaMongameli Wokuthengisa Nokukhangisa Ngokuhlukaniswa Kweziphuzo ZaseNyakatho Melika of Crown Holdings, umkhiqizi wensimbi wensimbi, kusho umkhiqizi we-imeyili, ngenxa yokukhathazeka kwama-imeyili, ngenxa yokuxhashazwa kwe-imeyili ezingxenyeni ezithile zeziphuzo, futhi ukusetshenziswa kwalezi ziphuzo ezincane kwenza abathengi bazizwe benecala elincane.

Kusuka kwizizathu zoshintsho lokufakwa kwezimakethe zakwamanye amazwe, kungatholakala ukuthi noma ngabe kungamaphakheji amakhulu noma amaphakethe ama-mini, empeleni uhlobo lokufaka izidingo eziguqukayo zabathengi futhi ufuna ukuthengisa kahle. Yiziphi izinguquko ezithile ekuthengeni okuthandwayo kwamaqembu abathengi emakethe yasekhaya?

Hhayi i-500ml ngeke ikwazi ukuthenga, kepha i-1000ML ingabizi kakhulu

Qala ngokupakisha okukhulu.

Ngokuya nge-nielsen IQ '2024 China Beverage Imboni Yezimboni kanye no-Outlook ', 600ml-1249ml ezinkulu ezilungele ukuthi zibe iphuzu elisha lokukhula komkhakha wesiphuzo eminyakeni yamuva. Lesi sabelo sengxenye yokuthengiswa kwazo zonke izinhlobo zizokhula kusuka ku-6.4% ngonyaka ka-2019 kuya ku-20.3% ngonyaka we-2023.

Kungani abathengi bathanda amaphakheji amakhulu? Ukusebenza kwezindleko kungenye yesizathu. [1]

Esikhathini esedlule, iziphuzo ezinkulu ezihlanganisiwe zazivame ukubizwa ngokuthi i-diasi. Namuhla, izinhlobo eziningi lapho kwethulwa ukufakwa okukhulu, kuzochazwa njengenani.

Encazelweni ye-netizens, i-diaosi ikakhulukazi ibhekisela kunguqulo enkulu yamabhodlela eziphuzwa ezishibhile ezinamaphakeji angenalutho, kepha iwina ngokuphuza kabili inani lemali engu-1 noma 2 yuan ngaphezulu kwephakheji ejwayelekile. [6] I-Netizens eningi ihlekise ukuthi 'izingcezu ezintathu zibumbano, izingcezu ezine ziyimpilo, hhayi amabhodlela amancane awakwazi ukukhokha, kepha amabhodlela amakhulu awakwazi ukukhokha, kepha amabhodlela amakhulu abiza kakhulu. '

Kungakhathalekile ukuthi inani lengubo noma i-diaowu, umnyombo ukhomba ukusebenza kwezindleko. Thatha amaqabunga e-Oriental njengesibonelo, isitolo se-Nongfu Spring Official Tmall Flagship, amaqabunga angu-900ml, amabhodlela ayi-12 ibhokisi, inani elisebenzayo lingu-75 yuan, isilinganiso ngu-6.25 yuan / ibhodlela. Intengo esebenzayo yamabhodlela ayi-15 amaqabunga e-500ml aseMpumalanga ebhokisini angama-63.9 yuan, ngesilinganiso esingu-7.62 yuan ngebhodlela ngalinye. Uma kuqhathaniswa nebhodlela elijwayelekile, intengo ye-100 ML ngayinye ingu-18.5% ephansi.

Ngokufanayo, amanzi we-dongpeng angu-555ml futhi i-1l anentengo ngo-4 yuan no-6 yuan ngokulandelana, okulingana nokusebenzisa imali engu-2 kakhudlwana ukuthenga ivolumu ephindwe kabili.

Ukupakishwa okukhulu kungahlangana nezidingo zokwabelana zabathengi, hlangana nenani elingokomzwelo lababathengi nezinye izidingo ezihlukene. Ngale ndlela, amaphakheji okuqala we-1L kanye nama-2l weziphuzo athambekele ekugxiliseni izigcawu zokubutha umndeni futhi agcizelele 'nokwabelana ', okusasebenza nanamuhla.

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Amaphakheji amancane enza ukubuya, aklanyelwe ukulingana ephaketheni lakho kanye nabantu abavuthayo

Ngaleso sikhathi, imikhiqizo yaqala ukusunduza amaphakheji amancane ngisho nangaphezu kwamakhulu.

UCoca-Cola wayengomunye wemikhiqizo yokuqala ebaluleke kakhulu ukwethula amaphakheji amancane emakethe yaseChina. Ngo-2018, iCoca-Cola yaqala ukunikeza amaphakheji ama-mini angama-200ml. Ngaphezu kwalokho, emakethe yaseChina nakho kungabona ibhodlela le-300ml mini leCoca Cola kanye ne-330ML yesimanje.

Kusukela ngaleso sikhathi, ngonyaka ka-2019, imikhiqizo eminingi yokudla neziphuzo ithule ukupakishwa okuncane ukuze ihlangabezane nomoya onomnotho omuhle 'onjenge-yuanqi yamahlathi ama-mini ama-mini acwebezelayo. Lo moya futhi ushaye ithrekhi entsha yetiye Track, kancane, itiye nokunye kwethulwa itiye lobisi lwe-Mini.

Eminyakeni yamuva, umoya wokupakisha omncane uqhubeke nokushaya. Ngo-2023, imikhiqizo evelayo emelelwa yi-Lemon Republic izokwethula ukupakishwa okungu-300ml. NgoJuni 2024, iCoca-Cola imemezele kwi-akhawunti yayo esemthethweni ye-WeChat amabhodlela ephaketheni asha weCoca-Cola, ama-Sprite ne-Fanta Pro Product kungaba ukukhanya, futhi azokwethulwa eGuangdong, futhi azokwethulwa ngoJuni.

Njengamaphakheji amakhulu, ama-brands agcina engeza amaphakheji amasha amancane ukuze 'Thengisa kahle ' futhi uhlangabezane nezidingo zabathengi. Ngokukhethekile, izidingo zabathengi ziyahlukahluka.

Thatha uCoca-Cola, ngokwesibonelo. Izizathu zamaphakeji amasha e-coca-cola ahlukile.

Ngo-2018, iCoca-Cola yethule ukupakishwa okuncane eChina, ngakolunye uhlangothi, ukuhambisana nomkhuba wezempilo, 'isiphuzo esincane sinempilo, ngokucaciswa okuhlukile kokupakishwa ukunciphisa umkhawulo wokusebenzisa, ukuze kukhulise ukukhula kwebhande, ukuze kukhule.

Kuphinde kwasiza uCoke uthengise okuningi. Kubikwa ukuthi ngonyaka we-2019, Swire Coca-Cola's Modern can work Revenue imali inyuswe nge-90%, phakathi kwanoma iyiphi indlela entsha yabathengi, ebhekwa njenge-20% ukukhula. Ngaphezu kwalokho, ngokuya ngezibalo zedatha zoMbiko Wonyaka weCofco Coca-Cola engxenyeni yokuqala ye-2021, ivolumu yokuthengisa nemali engenayo yesimanjemanje nemali yesimanjemanje yesimanje ingakhula ngaphezu kwama-50%.

Lapho abathengi bekhathazekile ngokusebenzisa imali, 'Ukufakwa okusha kudlala indima enkulu, kusho uJames Quiitey osho ngesikhathi semali etholwa yinkampani yenkampani.

Ngemuva kweminyaka eyisithupha, iCoca-Cola icindezela ukukhanya kwebhodlela ephaketheni ukuze kugcizelele ukubekezelela kwayo.

Ku-akhawunti ye-WeChat esemthethweni yeCoca-Cola, umkhankaso wokukhangisa ngebhodlela elisha ephaketheni ledolobha, elidumile muva nje. ICoca-Cola yethule umsebenzi wokulinganisa wesikhathi esilinganiselwe esikhwameni esiqabulayo. Ukuma kokuqala kwahlelwa eNantou idolobha lasendulo laseShenzhen, kanti amaphoyinti wewashi ayi-18 ayenzelwe ngakho.

U-Yu Jianzeng uthe ukufakwa kwesiphuzo kukhula emaphaketheni amancane, ngoba amaphakheji amancane alungele ukufeza futhi afakwe nezikhwama zabesifazane, ngakho-ke amakhekhe wezithelo, amakhekhe amancane atholakala ngokwengeziwe.

Ngaphezu kokuthwala, amaphakheji amancane futhi angahlangabezana nezidingo ezihluke kakhulu zabathengi.

Isimo samaphakeji amancane sicebe kakhulu ngoba izici ezincane zingashintshashintsha kakhulu ukuzivumelanisa nezimo ezahlukahlukene. Izizathu zokuthi kungani abathengi bakhethe ukuthenga amaphakheji amancane kufaka phakathi ukufakwa okuhle, ukukhangiswa okukhanyayo, izincomo ezivela kubangani futhi zijabulise bona, ezingakuhlangabezana nenani elingokomzwelo labathengi.

Ngaphezu kwalokho, kunengxoxo eningi mayelana nokupakishwa okuncane kwabezindaba zenhlalo, kanye nokuhlolwa kwe- 'cute ' kanye 'kujabulise ' kuvame ukushayela ukushisa okuphezulu kwengxoxo.

Ngaphezu kwalokho, abathengi bakhokha ukunakwa okwengeziwe kwezempilo. Ngisho neziphuzo eziphakeme zekhalori, amaphakheji amancane anganciphisa umthwalo wabathengi bakaCaloric futhi ahlangabezane nesidingo sokwehliswa koshukela. Ngezithako ezihlanzekile, amaphakheji amancane angadliwa kungakapheli usuku ngaphandle kokugcina, ukugwema ingozi yokuphanga.

'Ukuqonda izidingo zabathengi besilisa nabesifazane kungasisiza ukuthi sihlele kangcono imikhiqizo emisha namaphothifoliyo womkhiqizo, ' Yu asho enkulumweni yakhe. Uma ngibheka emuva, noma ngabe iphakethe likhulu noma lincane, umnyombo wayo ukuhlangana nezidingo zabathengi, futhi umgomo wokugcina empeleni ukuze 'thengisa kahle '.