Ukuthengisa kakuhle, iPakeji kufuneka ibe nkulu okanye incinci

Ngokungalindelekanga, ubungakanani kunye nobukhulu bephakheji yesiselo iye yaba 'yimali yentlalo' yabantu abatsha.

Kwi-Weibo, umxholo wokupakishwa kwesiselo esikhulu wawusoloko ukhangelwa. Ngexesha lokubhala, isihloko esithi 'Kutheni i-#1L yokupakisha ibe yimali yentlalo yabantu abatsha' ifundwe ngabantu abangaphezu kwezigidi ezingama-69, kwaye ezinye izihloko ezinxulumene nazo zifundwe ngabantu abangaphezu kwesigidi esi-1.

Iipakethi ezincinci zibamba ubushushu obuphezulu. Umzekelo, iipakethe ezincinci zamagqabi aseMpuma zithandwa kakhulu, kwaye abanye abasebenzisa i-netizens bade bashiye i-DIY 335ml yaseMpuma kwiipakethe ezincinci. Iposti, enesihloko esithi 'Elona gqaba lincinci laseMpuma kwi-Intanethi', lifumene ukuthanda okungama-30,000, ngaphezu kwe-1,900 yeentandokazi kunye nezimvo ezingaphezulu kwe-1,000.

Kwaye umphefumlo womhlobo womnatha uyabuza-- ngoobani abaphulaphuli be-100ml yesiselo? Abantu abaninzi baye bagqabaza: 'Le phakheji incinci intle ibifuna nje ukungcamla', 'imnandi kakhulu nokuba uyayithenga kwaye ungayiseli'...

Ukupakishwa kobungakanani kushushu, kwaye ngakumbi nangakumbi iibrendi ziqala ukwenza ipakethe ibe nkulu okanye ibencinci. 'Ixabiso kunye neepakethe ezincinci ziqhuba ukukhula kulo lonke ishishini lesiselo,' u-Yu Jian, umphathi jikelele we-Kantar Worldpanel Greater China, kwi-FBIF2024 yeFood and Beverage Innovation Forum.

Ngokutsho kweNielsen IQ 'IiNdlela kunye neZibonelelo zoShishino lwesiselo lwaseTshayina ngo-2024', i-600ml-1249ml iziselo ezinkulu ezilungele ukusela ziye zaba yindawo entsha yokukhula yoshishino lwesiselo kwiminyaka yakutshanje.

Kwiminyaka yakutshanje, zombini iibrendi zemveli kunye neempawu ezivelayo ziye zenza impikiswano enkulu kwiinkcukacha zokupakisha. Ngaphandle kokwazisa iipakethe ezimalunga ne-500ml, baye bazisa iipakethe ezinkulu ezijikeleze i-1L okanye iipakethe ezincinci ezijikeleze i-300ml.

Ngokomzekelo, amagqabi aseMpuma, ngaphezu kokupakishwa kwe-500ml, aphinde aqalise ukupakishwa kwe-900ml kunye ne-335ml;

Kutheni le nto iipakethe ubukhulu bezi mpawu ziqale ukuba nkulu okanye zibe ncinci? Emva kotshintsho lweenkcukacha zokupakisha, luhlobo luni lwemfuno yemarike ehambelana nayo?

Ukupakishwa kwesiselo esikhulu nesincinci asiyonto intsha. Kodwa kwiminyaka yakutshanje, abathengi baye banikela ingqalelo ngakumbi nangakumbi kwiipakethe ezinkulu nezincinci. Ukuze kuhlangatyezwane neemfuno zabathengi, iibrendi ezininzi zaqala 'ukusebenza nzima' kwiinkcukacha zokupakisha.

I-FBIF ityelele iindawo ezininzi kwaye yafumanisa ukuba i-900ml yamagqabi e-Oriental gerberia inokufumaneka kuyo yonke indawo, nokuba kukwiivenkile ezinkulu okanye kwivenkile ethengisa ilokishi.

Kwiminyaka yakutshanje, zininzi iimveliso eziza kwiiphakheji ezinkulu okanye ezincinci. Ngokomzekelo, i-Huiyuan iya kusungula imigqomo ye-2L ephezulu ngo-2022. Xa i-Dongpeng Beverage isungula imveliso yayo entsha 'yokubuyisela amanzi' ngoJanuwari 2023, yazisa i-555mL kunye ne-1L iinkcukacha zokupakisha ngexesha elifanayo; I-Youcong Gas ikwaphehlelele iphakheji enkulu ye-2L kulo nyaka.

Ngapha koko, iipakethe ezinkulu ezijikeleze i-1L kunye neepakethe ezincinci ezijikeleze i-300ml azikaveli kwiminyaka yakutshanje. Ngaphambili, iimpawu ezifana ne-Tingyi, i-Uni-President, i-Coca-Cola kunye ne-PepsiCo zineenkcazo ezahlukeneyo zokupakisha ekuqaleni kwe-2019. Xa kuthelekiswa nexesha elidlulileyo, kunokufunyanwa ukuba kukho utshintsho olucacileyo. Ubungakanani beziselo ezipakishiweyo abusaphelelanga kwijusi yeziqhamo kunye neziselo zekhabhoni, kodwa ziqala ukutshintshela kwiti engenaswekile, iziselo zamandla, iti yeziqhamo kunye nolunye udidi lweziselo.

Iimpawu zokupakishwa kwesiselo ziyatshintsha, aziphelelanga nje kwimarike yasekhaya, kujongwe kwimarike yamazwe ngamazwe, ukupakishwa kwesiselo kuya kuba kukhulu okanye kuncinci.

Ngo-2019, iCoca-Cola yaphehlelela iibhotile ezingama-350ml kunye ne-700ml kwimarike yaseJapan. Kwiwebhusayithi yayo, iCoca-Cola icacisa ukuba kutheni le package entsha iqaliswa -- ukuphendula kwizinga eliphantsi lokuzalwa laseJapan, abantu abagugayo kunye nenani elandayo leentsapho ezincinci, i-350ml yeCoke ilungele umntu omnye, i-700ml ilungele abantu ababini ukuba basele. [2]

Ikhredithi yesithombe: Iwebhusayithi esemthethweni yaseCoca-Cola yaseJapan

Amanzi angama-900ml wePokuang Li aye anyuka eJapan kwiminyaka yakutshanje. Ngokutsho kwabasebenzi baka-Otsuka, 'ukususela ekupheleni konyaka ophelileyo, umthamo wokuthengisa unyuke ngamadijithi aphindwe kabini ngenyanga.' [3]

I-brand yaseBritani yesiphuzo se-MOJU yasungula i-Booster series kwi-60ml yokupakisha kwi-2016, ilandelwa yi-420ml yokupakisha kwi-2023 ukuhlangabezana neemfuno ezahlukeneyo zabathengi.

Ifoto ngetyala: amazon

Ibrendi yaseTshayina iMcDovey ibone indlela yokupakishwa okukhulu kweti engenaswekile kwimarike yamazwe ngamazwe. Ukuze kuhlangatyezwane neemfuno zeemarike zaseTshayina kunye nezaseMelika, uMcDovido wakhetha i-750ml ipakethe enkulu. NgoNovemba ka-2022, uMcDovedo ngaxeshanye uphehlelele i-750ml 'yeTea enkulu ye-Oolong' e-China nase-United States. [4]

Kwimakethi yaseMntla Melika, indlela yokupakishwa kwesiselo enkudlwana ide yathunyelwa kumzi-mveliso onyukayo. URon Skotleski, usekela-mongameli wezokuthengisa kunye nokuthengisa kwiNorth American division of drink of Crown Holdings, umvelisi wokupakisha isinyithi, wathi kwingxelo ye-imeyile: Ngenxa yokukhathazeka kwempilo yabathengi, sinokubona ukwanda okukhulu kwiintengiso ze-7.5-ounce cants kwezinye iinqununu zeziphuzo, kwaye ukusetyenziswa kwezi ziselo ezincinci kwenza abathengi bazive benetyala elincinci. [5]

Ukususela kwizizathu zokutshintsha ukupakishwa kwiimarike zangaphandle, kunokufumaneka ukuba ingaba ipaki enkulu okanye i-mini packaging, emva kokutshintshwa kwepaki yesiselo, ngokwenene i-brand ejongene neemfuno eziguqukayo zabathengi kwaye ifuna ukuthengisa kakuhle. Ziziphi iinguqu ezikhethekileyo kwiinketho zokuthenga zamaqela abathengi kwiimarike zasekhaya?

Kwimakethi yaseMntla Melika, indlela yokupakishwa kwesiselo enkudlwana ide yathunyelwa kumzi-mveliso onyukayo. URon Skotleski, usekela-mongameli wezokuthengisa kunye nokuthengisa kwiNorth American division of drink of Crown Holdings, umvelisi wokupakisha isinyithi, wathi kwingxelo ye-imeyile: Ngenxa yokukhathazeka kwempilo yabathengi, sinokubona ukwanda okukhulu kwiintengiso ze-7.5-ounce cants kwezinye iinqununu zeziphuzo, kwaye ukusetyenziswa kwezi ziselo ezincinci kwenza abathengi bazive benetyala elincinci. [5]

Ukupakishwa okukhulu kunokuhlangabezana neemfuno zokwabelana zabathengi, ukuhlangabezana nexabiso leemvakalelo zabathengi kunye nezinye iimfuno ezahlukeneyo. Ngale ndlela, i-1L yokuqala kunye ne-2L iipakethi ezinkulu zeziselo zikholisa ukugxila kwimiboniso yendibano yosapho kwaye igxininise 'ukwabelana', isasebenza nanamhlanje.

Ukuphehlelelwa kweziselo ezinkulu ezipakishiweyo zibonelela kutshintsho lwezinto ezisetyenziswa ngabathengi (ukusebenzisa kubuyiswe kuqingqo-mali, ukufuna ukonga imali) kunye nemfuno yokwandisa iimeko zokusetyenziswa, kwaye kukwavumela abathengi ukuba babe neendlela ezahlukeneyo zokukhetha ezichaziweyo.

Iiphakheji ezincinci ziyabuya, ziyilelwe ukuba zilingane epokothweni yakho kunye nabantu abathandayo

Emva phayaa, iibrendi zaqala ukutyhala iipakethe ezincinci kwangaphambi kokuba ezinkulu.

I-Coca-Cola yayiyenye yeebrendi zakuqala ukwazisa iipakethe ezincinci kwimarike yaseTshayina. Ngo-2018, i-Coca-Cola yaqala ukubonelela nge-200ml mini-can-can packages. Ukongeza, kwimarike yaseTshayina inokubona ibhotile encinci ye-300ml yeCoca Cola kunye ne-330ml yanamhlanje.

Ukusukela ngoko, ngo-2019, iimveliso ezininzi zokutya kunye neziselo ziye zaqalisa ukupakishwa okuncinci ukuhlangabezana nomoya 'woqoqosho oluhle', njenge-Yuanqi Forest's mini can yamanzi ahlwahlwazayo. Lo moya uphinde wavuthuza kwindlela entsha yesiselo seti, kancinci, iti njalo njalo kwaphehlelela 'ikomityi encinci' iti yobisi.

Ukupakishwa kwesiselo kubonakalisa umkhwa wokuphuhliswa kokupakisha okuncinci, isizathu kukuba ukupakishwa okuncinci kulungile kakhulu ukuba kuqhutywe, kodwa kunokufakwa kwiingxowa zabasetyhini, ngoko ijusi yeziqhamo, i-carbonation kunye nezinye iimveliso ezincinci zokupakisha ziya zithandwa ngakumbi.

Ukongezelela, abathengi bahlawula ingqalelo ngakumbi nangakumbi kwimpilo. Nakwiziselo eziphezulu zeekhalori, iipakethe ezincinci zinokunciphisa umthwalo wekhalori wabathengi kwaye zihlangabezane nemfuno yokunciphisa iswekile. Ngezithako ezicocekileyo, iipakethe ezincinci zingadliwa ngosuku ngaphandle kwezigcini, ukuphepha umngcipheko wokonakala.

'Ukuqonda iimfuno zabathengi besilisa nabasetyhini kunokusinceda ukuba sicwangcise ngcono iimveliso ezintsha kunye neepotfoliyo zemveliso,' utshilo uYu kwintetho yakhe. Ukujonga emva, nokuba iphakheji inkulu okanye incinci, ingundoqo yayo kukuhlangabezana neemfuno zabathengi, kwaye injongo yokugqibela ngokwenene 'ukuthengisa kakuhle'.