What is the most popular to expand the market shar

  • Detail

What else can we do to expand the market share of polyester bottle beer packaging?

polyester bottle beer packaging replaces the traditional glass bottle beer packaging, which has advantages in three characteristics: safety, light weight and fashion. This should be the consensus of people inside and outside the industry.

polyester bottle beer packaging replaces the traditional glass bottle beer, and has advantages in three characteristics: safety, light weight and fashion, This should be the consensus of people inside and outside the industry. The key to its technical and economic feasibility lies in its two-way barrier performance and price cost. After years of unremitting efforts, it has also been greatly improved. It seems that there is no problem

however, in the Chinese beer market, the promotion of polyester bottle beer packaging has not been effective so far, which has not formed a climate. There may be various reasons for this, and the obstacles and misunderstandings in understanding ideas may be the main crux

one of the problems: about the shelf life

beer is different from other kinds of wine, such as Baijiu, yellow rice wine or wine. It is not more mellow as it gets older. The longer it is stored, the higher its value is. Beer sells "fresh". The shorter the period from production to consumption, the more guaranteed the freshness of beer and the higher its value. Its consumption quality is inversely proportional to time, which is just the opposite to other kinds of liquor such as Baijiu. If time is quality, the longer the time from production to consumption, the worse the freshness of beer

therefore, in recent years, beer manufacturers have generally attached importance to freshness management. Some have promised to "consume the wine of the same day and the same week in the same city", others have promised to "consume the wine of the same month in the same province", and those who exceed the freshness date will be unconditionally recalled. This mode of operation brings great brand effect to beer enterprises because it follows the principle of maximizing consumer value. In the past, the shelf life of 4 months or even half a year was essentially a continuation of the traditional quality requirements of canned food. It played an irreplaceable role in various fields of food, beverage, daily necessities and industrial and agricultural production. It was to reduce the market risk of beer production and operation by damaging the freshness value of consumers to beer

some dealers think: "can't you sell beer? It doesn't matter. Anyway, the shelf life is long and there is plenty of time. Take your time." In view of this, under the control of the concept of putting beer freshness first and maximizing the value of beer consumers, the structure and cost price of polyester beer bottles should be appropriately divided according to different shelf life, so as to achieve better cost performance of polyester beer bottles. For the specific commodity of beer as a fast-moving consumer goods, this breakthrough in understanding and concept is crucial

problem 2: regarding the traditional process

the main goal of packaging material suppliers is to focus on the research and development of pasteurized polyester beer bottles. The starting point is that most of China's beers now follow the traditional process, that is, after filling, pasteurized to obtain mature beer with sufficient quality assurance period and shelf life. In order to adapt to the process conditions of high-temperature treatment after filling, the manufacturer also inherits the traditional tinplate crown structure. Out of following the traditional process, the manufacturer tries to achieve the strategic positioning of "equivalent replacement" between the polyester bottle beer packaging and the glass bottle beer packaging. It hopes to minimize the resistance in the market promotion, but what is the actual situation

first of all, it is impossible for polyester bottle beer packaging to be completely "equivalent replacement" with glass bottle beer packaging. The polyester bottle can follow the traditional process and meet the high-temperature process conditions of pasteurization, but it is bound to choose high-temperature resistant polyester materials, which will lose certain competitive advantages in cost and cost performance. Secondly, if we can start from the R & D purpose of maintaining and pursuing the maximization of consumer value, I'm afraid we should first put this project under the general trend and background of human consumption in the 21st century to pursue nature and return to nature, correctly guide consumption, and offer consumers a new process of aseptic cold filling, which is different from the traditional process of cooked beer. Such a process: the process route brings consumers more pure taste More nutritious fresh beer. At the same time, Shanyu has cancelled the traditional pasteurization and high-temperature treatment after packaging, and can choose polyester materials with more price competitiveness and higher cost performance. The traditional tinplate crown cap can also be replaced with plastic caps that are bright and beautiful, easy to open and can be sealed repeatedly, so as to make the whole product image of the new polyester bottle beer packaging look new and more attractive to consumers. Why not

secondly, there are three basic conditions for aseptic cold filling of fresh beer: the first is the sterility of its own wine body, the second is the sterility of packaging material bottles and caps, and the third is the sterility of equipment and environment. By using polyester bottle, the asepsis of packaging materials in the asepsis cold filling of fresh beer can be achieved in one step; Compared with the use of recycled glass bottles, the microbial risk is reduced by at least 10 times. Weighing the pros and cons, it is worth considering the choice of traditional technology and the decision of the initial goal of polyester bottle

question 3: about market positioning

just as it is impossible to kill all the crows in the forest with one shot, the market positioning of polyester bottle beer packaging should also launch the main products in stages and batches on the basis of beer consumption market segmentation. The largest beer consumption market in China should be catering and household consumption. At present, its main commodity packaging is 640ml beer. At present, its commodity capacity tends to be divided into two levels, that is, it gradually changes from small bottles to 500ml and large bottles to 750ml, and even has large packages of more than 1 liter or 2 liters. In the beer consumption market, which was originally packaged in cans in concert halls, bars and sports venues, it is expected to be replaced by 330ml small bottles of beer. In those days, the packaging of beer and beverage in cans entered the Chinese consumer market as high-end packaged goods, which we may still remember. Although in the consumer market of western countries, cans of beer and beverages are the most popular convenience food, as for the specific cans of beer, the filling process is wide open, which is much larger than the contact surface between the beer bottle packaging and the air. Therefore, its oxygen increase is also higher than that of bottled beer, so the internal quality of beer should be inferior to the latter. However, due to the novel packaging, cans of beer were mistakenly regarded as high-end consumption at that time. With the gradual development of Chinese factories, the consumption has become more rational and mature. Now there should be few people who regard cans of beer as high-end consumption

the market positioning of polyester bottle beer packaging should be as a mass fast-moving consumer goods. I'm afraid it can't be positioned as high-end consumption anyway? Maybe it will enter the high-end consumption field at the price of high-end goods, just like the cans of beer in those years. Maybe, we will wait and see

in the future, the market will be more segmented. It seems that the medium and low-grade beer with large quantity and wide range should be the polyester bottle beer packaging with low price, good quality, safety, light weight and fashion; A few high-value specialty high-end beer products are fine products packaged in glass. Of course, it is also possible for fashionable and alternative polyester bottle beer packaging to be among the high and medium-sized consumption occasions in specific consumption occasions, such as large-scale sports games, song and dance venues, cultural and entertainment gatherings, tourism and other mobile consumption fields

in a word, market segmentation is both possible and necessary in the consumer market with different occasions. Product planning and design should be targeted. Market positioning should be analyzed and specific countermeasures should be made according to specific objects

problem 4: about equipment transformation

in order to realize large-scale production of polyester bottle beer packaging, it is necessary to have a bottle production line suitable for filling and capping of polyester bottles. At present, glass bottle packaging beer is widely used in China. According to the sample shape and breaking mode, the equipment of the bottled production line in the brewery is not suitable for the filling and capping of polyester bottle packaging beer. Therefore, according to the supporting conditions and positioning of different polyester bottle beer packaging, the design Institute of Nanjing Light Industry Machinery Group has studied different equipment 3, which is to pay attention to handling the relationship between the government and the market

the transformation of the old filling production line for polyester bottle beer packaging includes: the polyester bottle can not be vacuumized, and the method of carbon dioxide replacing air can be used on the current filling equipment to control the oxygen increase of beer during the filling process, just like the process of carbon dioxide replacing air in the cans filling beer at present, and the effect is positive. Generally, the amount of oxygen increase can be controlled below 0.05 mg/L. of course, the consumption of carbon dioxide is larger than that of the old process of vacuum pumping, which is generally about 2-3 times. The weight of the polyester bottle is very light, so it can only be clamped by the bottleneck in the process of conveying and capping, unlike the positioning conveying at the bottom of the glass bottle. Long distance empty bottle movement is conveyed by air, with accurate positioning and high conveying efficiency. If the sealing structure of the tinplate crown cap is still used, the gland mold shall be replaced

at present, polyester bottle beer packaging has a good industry foundation and conditions, and the market development needs the joint efforts of people inside and outside the industry. It can be expected that we will soon usher in an era of great changes in beer packaging. The safe, lightweight, fashionable and inexpensive polyester bottle beer packaging will gradually replace or mostly replace the glass bottle beer packaging. (Chengkun)

information source: Packaging News

Copyright © 2011 JIN SHI