Packaging innovation requires volume and bottom line

The autumn breeze is refreshing, and "the first bucket of milk tea in autumn" has also been on the hot search.

Bottled milk tea is out of the circle by "quantity"

In the hot summer, there has been a wave of large-capacity beverages in the beverage industry.

Meituan's takeaway data shows that the variety of large barrels of tea products on the platform on the day of the beginning of autumn increased by 254% year-on-year

Although the super large amount of fruit tea is not a new product released this year, it is rare to see it as common as this year

The "Domineering Hand Pounding Bayberry Lemon Bucket" and "Domineering One Bucket of Melon" launched by Nai Xue's tea have been top sellers nationwide for dozens of days.

Industry insiders believe that in high temperature weather, "big barrel marketing" can easily make consumers feel thirst-quenching and refreshing, and gulps themselves will also have a sense of pleasure and comfort, which will lead to stronger consumer demand

In addition, affected by the epidemic, everyone began to return to rationality, and the expected consumption value of consumers' psychology is more inclined to cost-effective products

Experts said that the "conservative" mix of fruits in extra-large barrels of fruit tea is determined by factors such as fruit cost and storage and transportation conditions

The packaging should look good and avoid curiosity

Not only is the super-sized bucket of fruit tea relied on "the first bucket of milk tea in autumn", many milk tea brands have made great efforts in packaging creativity, and even the milk tea in the kimchi jar is "fired" in the hot weather

As the main force in the consumption of coffee and milk tea, the "Generation Z crowd" has a distinctive personality, seeks innovation and changes, and makes a call for appearance.

After the limited orange suitcase milk tea in the Year of the Tiger, Auntie Shanghai released a 2.

　　In addition, on social media such as Douyin and Xiaohongshu, a series of Zhusheng teas pioneered by Percent Tea, whose taste and shape are all shown by bamboo, also unexpectedly became popular

　　The Triple P perfume bottle milk tea born in Shanghai is not only popular in Shanghai, but also attracts everyone in Sanlitun, Beijing.

　　Young people consume coffee and milk tea not only for their functional value, but also for their emotional value

　　Chen Yinjiang, deputy secretary-general of the Consumer Rights Protection Law Research Association of the China Law Society, once said that the marketing method that pursues too much is not worth promoting, and cross-border marketing should be positioned according to the comprehensive taste and actual needs of the general public

　　The prosperous appearance of Internet celebrity food cannot hide the various problems behind it

　　Industry insiders believe that innovation in the appearance and packaging of food is a normal marketing phenomenon, and it is also a necessary means for enterprises to tap consumption potential and expand market space, but the appearance or packaging of food has boundaries, guidelines, and safety ethics.
Appearance or packaging cannot be willful, but legal and reasonable standards should be grasped, and the bottom line of food safety should be kept
.
Merchants blindly pursue traffic and casually put fancy clothes on food such as "laundry detergent", which can only have a short-term effect of grandstanding, making it difficult to create long-lasting products, and product packaging implies risks, which is likely to form a backlash against the development of merchants
.
Only by strictly adhering to the bottom line of food safety ethics and innovating product packaging or appearance in accordance with laws and food safety logic can we safeguard the legitimate rights and interests of consumers and enhance the vitality of enterprise products
.

　　(Comprehensive arrangement by Yuan Guofeng)

　　"China Food News" (August 24, 2022 Edition 07)

　　(Editor-in-charge: Yuan Guofeng)