In order to cater for light and modest consumer demand, beverages and beverages in supermarkets have generally become smaller this year. The major brands are rushing to introduce small-size packaging products and strive to fight for market share in the “small ageâ€.
Small package full "up "
When the reporter visited the large-scale supermarkets in the city recently, the most popular beer products in summer were still mainly 500ML bottles and 350ML cans, but there were more and more small-packaged beers, such as 10 degrees in the Pearl River and 12 degrees cans. Pure draft beer and Harbin Icy are 330ML. Carlsberg, Heineken and other imported beer brands are basically small packages around 330ML. Domestically produced beer brands on the shelves account for about 15% of the total, and imported beer brands account for more than 90% of the total.
This year, liquor-based small packaging products are more diverse, and “liquor†has captured half of the total number of white goods on the shelves. Regardless of the first line or the second and third line, many well-known brands have corresponding small packaged wines. The capacity is as small as 150 ML or less, and only one third of ordinary pounds of liquor is less than 1/3, which is quite small. Such as a hundred years of confused value loaded with 33 degrees 125ML, Jinliufu small flask 45 degrees 128ML, Lang wine small VIP 45 degrees 111ML, Luzhou Laoqu 52 degrees 125ML......
The pre-mixing with a capacity of 275ml has become the new darling of young people in recent years. One hundred icemakers and RIO have all rapidly cultivated a large number of loyal fans.
In addition to drinks, drinks have also entered the "small era." Imported beverages from South Korea, Japan, etc. are almost identical to the "bird-in-the-bird" form. The international big brands keep pace with the times. Coca-Cola launched a 300ml mini bottle, and its subsidiary Minute Maid Orange 310ml is also light and pleasant. They are next door to Wanglaoji and Jiaduobao's 310ml soft pack. About 1/3 of the beverage products this year are "small".
A variety of supermarkets are now out of stock
According to the staff of the store, the small-packaged drinks were listed on the market in the past two years, but the number has increased significantly from previous years. "Small (packing) sales are relatively good. Especially the Pepsi 330ml plastic bottle, the price is lower than other packaging products (1.3 yuan / bottle), sold very well, circulation quickly replenishment."
The reporter observed at the supermarket on the spot that many small packages of drinks and beverages were tagged with “out of stock†labels. According to the above-mentioned salesman, “A lot of companies use small-packaged drinks and a bottle of staff at the party.â€
During the period of profound transformation of liquor, various brands of beverages broke the convention of product capacity, and the “liquor†market finally kept its promise. The reporter visited and learned that the “liquor†with a capacity of 125 ml and below and a price of around 10 yuan has gradually become the new favorite.
According to the relevant person in charge of the Wine Management Association, in recent years, the development of small bottles of white spirits from 100ml to 250ml has been in a good state of development. Despite the sluggish liquor market last year, it still achieved a growth of more than 30%, and sales growth has increased significantly. At the same time, he also stated that most of the “cakes†were eaten by the “liquor†such as æªå£éƒŽ, 劲酒, and Erguotou.
Wang Yongjun, general manager of distribution division of Sichuan Gulanglang Wine Sales Co., Ltd. told reporters that before 2007, the most active brands on the “liquor†market in the country were Red Star Erguotou’s “Red Xiao Er†and Jinji Jiujin, followed by each Local small wineries, the “liquor†market with a retail price of only around RMB 3 per bottle did not attract the attention of famous wine companies. In 2007, the “little wine†produced by “Qianzui Lang†as the first famous wine enterprise was pushed into the market, triggering the “liquor's fever†in the liquor market. Since then, Jiang Xiaobai, Xiaozhou No. 2 of Luzhou Laojiao, and a cup of "Wine Liquor" developed by Wuliangye have also appeared.
The reporter interviewed several consumers at random and they stated that they did not have a particular preference for small-packaged beverage products. They believed that these products were more portable and portable, and they would be preferred when they went out.
It is understood that the Langjiu Group's 100ml VIP franc, for example, the first half year-on-year growth rate of 30%, only in the Sichuan market, half a year to complete sales of 200 million yuan, the whole year will challenge the market 1 billion yuan Sales task. In the first half of this year, Jiang Xiaobai’s sales volume increased by 60% compared with the same period last year.
Smaller, healthier and more popular
During the off-season, why is the small bottle of white wine popular with consumers? According to industry sources, this is not unrelated to the consumption trends of healthy drinking and scientific drinking.
According to the above sources, with the 2012 ban on drinking and the increase in penalties for drunk driving, healthy drinking and scientific drinking are becoming consumer trends for liquor. From the perspective of scientific drinking, it is advisable to drink 50-100 ml of alcohol per person per day, and the capacity of small bottles of wine is appropriate.
Liquor dealer Mr. Li said: “Now government reception and gifts are limited. After that, the market will gradually shift to self-use categories. From the perspective of our own last year, we are more optimistic about small bottled wines. This one is considered a kind of trend."
According to the owner of a Northeastern restaurant in Haizhu District, the usual customers are mostly young workers. There are also many foreigners who are small businesses. They all like to drink “little wineâ€. Not only are they cheap but also moderate in weight. It's just good to have a small bottle for a meal. “Small packaged wines such as Erguotou and Jinjing are the most popular, and they can sell more than ten bottles per day, with stable sales.â€
It is understood that the current market "little wine" mostly 100 ml to 250 ml of small packaged liquor, the bottle body can be gripped, the degree from 42 degrees to 58 degrees, the price is below 30 yuan.
The dealer, Mr. Wang, told the reporter that consumers affected by the big environment this year have become “pettyâ€, and high-end liquor hasn’t sold. “Little Liquor†has become an opportunity point. In the past, the “little wine†represents a relatively low-end consumer group. Now driven by big brands such as Wuliangye and Langjiu, “liquor†has become a fashion representative and the market has become hot.
In addition, the reporter learned that the small bottle of wine as a branch of conventional wine, its profit margins are more than three times higher than the gross margin of half a catty of conventional wine. The sales of small bottles of liquor are mainly concentrated in middle and low-end catering companies, and their operating costs are much lower than that of medium-to-high-end liquor, and are therefore more popular among wine producers and distributors.
Personalized design eyeball
The small packaging wines currently sold in the market have a clear appearance. For example, Coca-Cola's small bottles continue their classic design and are easily discerned in a small bottle of drink. The simple long-necked bottles like Kunlun Mountain's natural snow-capped mineral water are also easy to identify. The Fudi Water Art uses a special square bottle design, but also people forget it.
However, with the popularity of “liquorâ€, irregularities, imitations and other abnormal phenomena have also appeared in this market segment. "Long-term homogenization of products, homogenization of packaging, and homogenization of sales areas have caused many low-end liquors to compete in a vicious competition," said Mr. Liu, a marketing consultant. "We hope that the rising "liquor" will not repeat the mistake."
Jiang Xiaobai founder Tao Shiquan said: "We only continue to innovate, so that followers can not go beyond." Today, Jiang Xiaobai, who has become popular with cartoons and cute names and characters and humorous slogans, has become deeply rooted in people’s hearts and refuses to be imitated. Others, such as "Zhang" with a bloody big mouth, "Yao 80", grenade shape "explosion Erguotou" and so on, are also distinguished by their unique packaging design easily come to the fore.
Small package full "up "
When the reporter visited the large-scale supermarkets in the city recently, the most popular beer products in summer were still mainly 500ML bottles and 350ML cans, but there were more and more small-packaged beers, such as 10 degrees in the Pearl River and 12 degrees cans. Pure draft beer and Harbin Icy are 330ML. Carlsberg, Heineken and other imported beer brands are basically small packages around 330ML. Domestically produced beer brands on the shelves account for about 15% of the total, and imported beer brands account for more than 90% of the total.
This year, liquor-based small packaging products are more diverse, and “liquor†has captured half of the total number of white goods on the shelves. Regardless of the first line or the second and third line, many well-known brands have corresponding small packaged wines. The capacity is as small as 150 ML or less, and only one third of ordinary pounds of liquor is less than 1/3, which is quite small. Such as a hundred years of confused value loaded with 33 degrees 125ML, Jinliufu small flask 45 degrees 128ML, Lang wine small VIP 45 degrees 111ML, Luzhou Laoqu 52 degrees 125ML......
The pre-mixing with a capacity of 275ml has become the new darling of young people in recent years. One hundred icemakers and RIO have all rapidly cultivated a large number of loyal fans.
In addition to drinks, drinks have also entered the "small era." Imported beverages from South Korea, Japan, etc. are almost identical to the "bird-in-the-bird" form. The international big brands keep pace with the times. Coca-Cola launched a 300ml mini bottle, and its subsidiary Minute Maid Orange 310ml is also light and pleasant. They are next door to Wanglaoji and Jiaduobao's 310ml soft pack. About 1/3 of the beverage products this year are "small".
A variety of supermarkets are now out of stock
According to the staff of the store, the small-packaged drinks were listed on the market in the past two years, but the number has increased significantly from previous years. "Small (packing) sales are relatively good. Especially the Pepsi 330ml plastic bottle, the price is lower than other packaging products (1.3 yuan / bottle), sold very well, circulation quickly replenishment."
The reporter observed at the supermarket on the spot that many small packages of drinks and beverages were tagged with “out of stock†labels. According to the above-mentioned salesman, “A lot of companies use small-packaged drinks and a bottle of staff at the party.â€
During the period of profound transformation of liquor, various brands of beverages broke the convention of product capacity, and the “liquor†market finally kept its promise. The reporter visited and learned that the “liquor†with a capacity of 125 ml and below and a price of around 10 yuan has gradually become the new favorite.
According to the relevant person in charge of the Wine Management Association, in recent years, the development of small bottles of white spirits from 100ml to 250ml has been in a good state of development. Despite the sluggish liquor market last year, it still achieved a growth of more than 30%, and sales growth has increased significantly. At the same time, he also stated that most of the “cakes†were eaten by the “liquor†such as æªå£éƒŽ, 劲酒, and Erguotou.
Wang Yongjun, general manager of distribution division of Sichuan Gulanglang Wine Sales Co., Ltd. told reporters that before 2007, the most active brands on the “liquor†market in the country were Red Star Erguotou’s “Red Xiao Er†and Jinji Jiujin, followed by each Local small wineries, the “liquor†market with a retail price of only around RMB 3 per bottle did not attract the attention of famous wine companies. In 2007, the “little wine†produced by “Qianzui Lang†as the first famous wine enterprise was pushed into the market, triggering the “liquor's fever†in the liquor market. Since then, Jiang Xiaobai, Xiaozhou No. 2 of Luzhou Laojiao, and a cup of "Wine Liquor" developed by Wuliangye have also appeared.
The reporter interviewed several consumers at random and they stated that they did not have a particular preference for small-packaged beverage products. They believed that these products were more portable and portable, and they would be preferred when they went out.
It is understood that the Langjiu Group's 100ml VIP franc, for example, the first half year-on-year growth rate of 30%, only in the Sichuan market, half a year to complete sales of 200 million yuan, the whole year will challenge the market 1 billion yuan Sales task. In the first half of this year, Jiang Xiaobai’s sales volume increased by 60% compared with the same period last year.
Smaller, healthier and more popular
During the off-season, why is the small bottle of white wine popular with consumers? According to industry sources, this is not unrelated to the consumption trends of healthy drinking and scientific drinking.
According to the above sources, with the 2012 ban on drinking and the increase in penalties for drunk driving, healthy drinking and scientific drinking are becoming consumer trends for liquor. From the perspective of scientific drinking, it is advisable to drink 50-100 ml of alcohol per person per day, and the capacity of small bottles of wine is appropriate.
Liquor dealer Mr. Li said: “Now government reception and gifts are limited. After that, the market will gradually shift to self-use categories. From the perspective of our own last year, we are more optimistic about small bottled wines. This one is considered a kind of trend."
According to the owner of a Northeastern restaurant in Haizhu District, the usual customers are mostly young workers. There are also many foreigners who are small businesses. They all like to drink “little wineâ€. Not only are they cheap but also moderate in weight. It's just good to have a small bottle for a meal. “Small packaged wines such as Erguotou and Jinjing are the most popular, and they can sell more than ten bottles per day, with stable sales.â€
It is understood that the current market "little wine" mostly 100 ml to 250 ml of small packaged liquor, the bottle body can be gripped, the degree from 42 degrees to 58 degrees, the price is below 30 yuan.
The dealer, Mr. Wang, told the reporter that consumers affected by the big environment this year have become “pettyâ€, and high-end liquor hasn’t sold. “Little Liquor†has become an opportunity point. In the past, the “little wine†represents a relatively low-end consumer group. Now driven by big brands such as Wuliangye and Langjiu, “liquor†has become a fashion representative and the market has become hot.
In addition, the reporter learned that the small bottle of wine as a branch of conventional wine, its profit margins are more than three times higher than the gross margin of half a catty of conventional wine. The sales of small bottles of liquor are mainly concentrated in middle and low-end catering companies, and their operating costs are much lower than that of medium-to-high-end liquor, and are therefore more popular among wine producers and distributors.
Personalized design eyeball
The small packaging wines currently sold in the market have a clear appearance. For example, Coca-Cola's small bottles continue their classic design and are easily discerned in a small bottle of drink. The simple long-necked bottles like Kunlun Mountain's natural snow-capped mineral water are also easy to identify. The Fudi Water Art uses a special square bottle design, but also people forget it.
However, with the popularity of “liquorâ€, irregularities, imitations and other abnormal phenomena have also appeared in this market segment. "Long-term homogenization of products, homogenization of packaging, and homogenization of sales areas have caused many low-end liquors to compete in a vicious competition," said Mr. Liu, a marketing consultant. "We hope that the rising "liquor" will not repeat the mistake."
Jiang Xiaobai founder Tao Shiquan said: "We only continue to innovate, so that followers can not go beyond." Today, Jiang Xiaobai, who has become popular with cartoons and cute names and characters and humorous slogans, has become deeply rooted in people’s hearts and refuses to be imitated. Others, such as "Zhang" with a bloody big mouth, "Yao 80", grenade shape "explosion Erguotou" and so on, are also distinguished by their unique packaging design easily come to the fore.
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