Wine packaging market glass bottles challenged by small plastic barrels

At a Guangzhou Expo, a red oval wine barrel attracted the attention of consumers. It is understood that this process of improved package packaging not only allows the company to save on packaging costs, but also allows the manufacturer's market positioning and marketing ideas to become clear.
The volume of “can't go up” In fact, this kind of drum-shaped container, the “little yellow barrel”, has appeared in the northern market a few years ago and is also used in wine packaging. Just beige barrel with a fixed handle, capacity of about 1500 ml. Due to the long-term use of low-end beverage packaging, sales have not been improved, and later disappeared.
In the same market of bottled packaging, the company that has transformed from a beverage factory to a juice factory decided to innovate its packaging. During a visit to the northern beverage market, the general manager of the company, Mr. Sun, saw a “little yellow bucket” used for dressing seasoning, which inspired him to explore the southern market with this kind of packaging.
Soon, this kind of beige and lidded bottled wine was launched in the market, and a total of about 120,000 barrels were launched, most of which were sold in Guangxi, Guangxi. However, the first batch of product launches had a very unfavorable market response. They sold for more than a year before they basically cleared their positions.
Is the quality of the drinks not good, or is it not a barrel design? Mr. Zhao, who is the general distributor of Guangdong, thinks about this issue. According to feedback from consumers, 1.5 liters of this kind of drink is sold for more than 20 yuan. A person at a table takes a bucket and will drink it in a short time. If one extra bucket is purchased, it will obviously increase the beverage expenditure, which is a comparison of many beverages. All of a sudden, it loses its advantages.
Qiao "complementing" the province's packaging cost appears to be the balance between weight and price, and the capacity of barrel packaging has become a key issue. "The weight of 1.5 litres is not really good enough." What should I do? Mr. Zhao once again discussed countermeasures with Mr. Sun and other people at the headquarters. Everyone felt that the best volume of barrel packaging should be analyzed first.
In the process of analyzing the packaging production cost, everyone agreed that the larger capacity will help to save the cost of the unit capacity and will be more cost-effective overall. This kind of packaging barrel is made of ABS non-toxic plastic. The average production cost of one barrel is about RMB 3, and the price of one barrel of beverage is RMB 20 to RMB 25. If the volume is increased by about a factor of two and the volume is 2.8 liters, the material cost will only increase by 0.2 yuan. Selling the same weight of wine will save the packaging cost by nearly half.
In fact, the cost of using this kind of package modification is much better than that of glass bottles. The cost of a 750ML glass bottle is about 1.4 yuan, and only one plastic bottle that can only reach a capacity of nearly 4 bottles is only needed. 3 yuan. And this kind of plastic bucket can be recycled and reused. It is much more environmentally friendly than glass bottles.
In addition to the "best point" in capacity to meet consumption, the new plan also aims to improve the appearance and color. Mr. Zhang, the designer of the packaging design firm, said: “Lingnan people are more superstitious. They like red, so changing the color of the barrel to a large red is more festive, easier for people to accept, and compelling.” To avoid the size The large barrel looks too "heavy." Mr. Zhang also suggested that a red silk be used to seal the lid of the barrel, and the yellow tape should be tied to the side to make the whole barrel shape full of layers.
The new packaging scheme was soon put into production. The appearance of the modified barrel was completely different. The overall large red package made this product quite festive, and the consumer group also became clearer: ordinary people who had a wedding but did not want to drink too much wine. In terms of price, although the capacity per barrel has nearly doubled from the previous one, the price adjustment has been very small: retail guidance price is 25 yuan/barrel.
Mr. Zhao tried to push this bottled wine into the supermarket, but the progress was slow because he faced two problems: First, because the product had not been accepted, a small amount of products sold in the supermarket had a poor market and basically could not be profitable. The second reason is that supermarkets have considerable suspicions about this "strange" product and many supermarkets do not accept it. At present, they are trying to enter small and medium-sized hotels and restaurants.

Reprinted: Chinese bottle net

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