China Food

“Arms dealers” in peacetime: beverage packaging

A6021 “

the creator is too magical. Exciting things often have the effect of anesthesia.

The
drug cocaine is extracted from the leaves of a plant called coca, so it is also translated as cocaine. The cola nut contains theobromine, which is the main component of chocolate.
when the two ingredients are mixed together, it is Coca Cola. This is not a homophonic stem, but a fact, just a fact that has passed.

one red bull, one coke, one more exciting than the other.
the creator is too magical. Exciting things often have the effect of anesthesia. Wine, tobacco, all the same.
the prohibition of alcohol in the United States in 1885 indirectly promoted the birth and best-selling of Coca Cola. Wine is just needed for many people. They need temporary excitement and indulge their rationality.
The bottle cap of Coca Cola was not used in the early days of 1899, so the bottle cap of Coca Cola is not used in the bottle of 6031.
wine bottles need cork to seal. But then the question comes. If you need a red wine bottle opener to drink coke, will you drink five bottles a day? You must be in trouble. So good packaging is very important. It can let you buy more and drink more.
at that time, however, the beverage market was not so voluminous, and Americans could not resist the charm of this kind of beverage. A lot of followers of Coca Cola appeared.
followers not only copy the taste of Coca Cola, but also the trademark and packaging. Yes, the old developed countries also have a long history of Shanzhai, and most of the routines are left over by them. Let’s just say, don’t blame anyone. The more successful, the more imitators. Coca Cola is boring.
someone thought of a way. Brand is to distinguish competitive products, so why not make a customized packaging and a unique and irreplaceable packaging to increase recognition.
in 1915, the Luther glass company in Indiana submitted its own design draft and designed a new package for Coca Cola. After the following year, the revised version of the design was applied to bottled production. At this time, the version had added serrated bottle caps. The famous Coca Cola curved glass bottle was born.
and if you look closely, this curved glass bottle is not transparent, but has color. This unique color is called Georgia green (Coca Cola was born in Georgia).
“even in the dark, it can be identified only by touch, even by fragments broken to the ground.”
has turned to ash. I can recognize you, too. It’s broken to pieces. I can recognize you, too.
curved glass bottle is equivalent to Coca Cola in the eyes of consumers. Even later, when Coca Cola switched to pet plastic bottles, it retained the classic “arc” shape and graceful waist. Curved glass bottles provide a model for later beverage brands: the packaging should be unique, unique and remembered by consumers.
beverage packaging has two functions for beverage brands. The first level is the physical level, in order to transport / sell and obtain more consumers. The second level is psychological.
unique packaging itself is a part of brand positioning, even just color. For example, when you think of red can drinks, you think of Coca Cola and Wang Laoji. Think of blue cans of drinks, think of Pepsi, think of gold cans, think of Red Bull. If Yakult is no longer the transparent little plastic can, you think it has lost its soul. Just as Captain Jack can’t live without a cap and Conan can’t live without a red bow tie. Teacher Niu can’t live without a rich old man.
in most cases, the packaging of the beverage is more expensive than the beverage itself. Even the cost of a very cheap coke PET bottle is 1.5 times higher than the cost of coke puree. But the high cost does not mean that beverage packaging is a good business. As we all know, the best business next to gold mining is selling water.
beverage brand is a “water seller” in the physical sense, but it is a “gold digger” in the commercial level. At the commercial level, the beverage packaging supporting industry is the “water seller” of “water seller”.

In the coveted consumer goods track, the most coveted is undoubtedly beverages. Fast decision-making, high-frequency purchase, fast consumption, full of money demand.
I can drink ten 330ml sugar free cokes a day and five more bottles of vitality forest. But I can’t die if I don’t drink today. It’s not addictive, and it’s not as hard as soy sauce. The
brand will try its best to “show off” itself and make a fuss to attract the attention of consumers. The more fancy it is, it will bring brand differentiation, loyalty and high stickiness. So Coca Cola is so fragrant that it can become one of the companies with the highest market value in the world. But if you want to send these fancy liquids to the paying customers, you need packaging. With packaging, we began to have beverage giants marketing all over the world. No packaging, no packaging.
this package not only refers to [advertising packaging], but also refers to the literal meaning of [product packaging]. Without packaging, no matter how noble Coca Cola’s secret formula is, it is impossible to sell its market value of 260 billion US dollars. Beverage packaging is colorful, but at present, there are the following four kinds: glass, composite paper, metal and plastic.
glass bottle was made very early, but the glass bottle cap was invented very late. Even later than the birth of Coca Cola.
Coca Cola is so successful that it is the best-selling soft drink in the world and one of the important symbols of American cultural export. When coke needs to be exported to the world, the disadvantages of glass bottles come out: fragile, high cost and inconvenient transportation.
glass bottles are valuable. When I was a child, I ordered coke in a small restaurant. Finally, the restaurant owner asked me to go back. The recycled glass bottles can be reused after being cleaned. If I don’t pay it back, I won’t pay back the deposit.
since the transportation of glass bottles is inconvenient, I will build more factories. In 1923, weilav, the seventh head of Coca Cola, put forward the twelve word golden rule of Coca Cola:
“production and sales at any time, anywhere, day and night”.
for drinks sold for only a few dollars, the cost of transportation should be reduced as much as possible. Even in today’s logistics is so developed, even Coca Cola, which has opened factories all over the world, its transportation cost is close to the cost of the beverage itself. What’s more, in that era of glass bottles. If it is sold locally, it should be canned locally.
glass bottles need to be recycled and transported, so it’s best to open more filling plants locally. One is to save transportation costs, and the other is to save packaging costs. Save twice and win twice. Volume space, volume time, volume cost.
today, Coca Cola filling plants can be seen in almost all provincial capitals in China. In Liaoning alone, there are three factories in Shenyang, Dalian and Yingkou. In Guangdong, there are four factories in Guangzhou, Dongguan, Zhuhai and Zhanjiang. These filling plants can recycle glass bottles nearby. There’s no way. Who makes bottles more expensive than drinks?
Coca Cola was lucky and met the dividend of the times: the invention and popularization of refrigerator. With the addition of refrigerator, the service life of coke has been greatly extended, and the glass bottle can basically meet the needs of Coca Cola and even carbonated beverage products.
Coca Cola in glass bottles is no longer produced in the United States, but about 13% of Coca Cola in glass bottles are still retained in markets outside the United States. It is sold in restaurants and bars that are easy to recycle glass bottles, and rarely sold directly to C-end consumers.
curved glass bottle itself is a kind of advertisement, which should be retained even if the cost is high. Without curved glass bottles, Coca Cola might not have achieved such great success as it is now. Maybe he died when he was imitated by the copycat. Glass bottles make consumers remember Coca Cola. The inconvenience and high cost of glass bottles have also forced Coca Cola’s regional expansion to some extent.

Many people don’t know that Watson used to be the owner of a steam plant.
after the founding of new China, Watson brought several integrated filling lines from Shanghai to Beijing food factory, on which the Arctic Ocean soda was born. Soon, almost all major cities in the country had their own soda industry.
there are Arctic Ocean in Beijing, zhengguanghe in Shanghai, Bingfeng in Xi’an, Hankou No. 2 plant in Wuhan, TISCO soda in Taiyuan, Dayao in Hohhot and Bawang temple in Shenyang. The childhood experiences of the Post-70s, 80s and 90s are very different. If there is a common divisor, it must be drinking these glass soda.
many people think that the soda in glass bottles tastes good. In fact, there is a scientific basis. Compared with PET plastic bottles and cans, carbon dioxide in glass bottles is the least likely to be lost. I only like the first sip of carbonic acid, because the first sip is the most full of Qi. At that time, glass bottle soda was equivalent to “beverage” in the eyes of consumers. Don’t take the glass bag, don’t take it.
many people think that Coca Cola relies on the mysterious formula. In fact, it can beat its peers by relying on the brand cognition derived from saturated marketing, the advantages in the supply chain and the more cow x packaging.
the service life of each pair of glass bottle production mould of Coca Cola is long enough to produce 400000 bottles, and it is also much ahead of its peers in terms of weight, fall resistance and crack resistance. Better process and lower cost. Drinks are fast-moving consumer goods, and making money depends on volume. For example, Coca Cola can sell more than 30 billion bottles a year. If you save a penny per bottle, you can save 300 million. With low price and high quality packaging, the comprehensive cost can be minimized. Then put the money saved into marketing, branding and storytelling.
business doesn’t mean you can burn money and advertise. However, all links in the industrial chain should take the lead in order to become an excellent money tree. The small difference between packages can determine the sales volume of beverage consumer goods and the final gross profit margin of beverages. If you win the packaging war, you can win the beverage war.
smart gold miners will choose “water sellers” by themselves, not to prevent the “water sellers” from killing themselves, but to improve the efficiency of gold panning.

Similar to coke, another kind of beverage has been used in glass bottles for a long time. Milk. When I was a child, I ordered milk at home and nailed a milk box at the door. Someone put the milk in every morning and collected yesterday’s bottles, which are glass bottles.
as mentioned earlier, glass bottles are expensive. Not because of the cost, but because of the fragility, the freight shared equally on each bottle will be extremely expensive. For milk, glass bottles can not fundamentally solve the problem of quality assurance.
small-scale transportation is OK. When the urban population surges, glass bottles can no longer meet the market demand.
supply will be forced out by demand. Technology and technology are also. A kind of composite paper packaging that can meet the quality requirements of milk is forced out.
in 1944, Swedish Reuben lausing invented a carton with polyethylene coating and aluminum foil coating, which can effectively block air and light. At the same time, it is also a sterile liquid packaging. This kind of packaging is the famous “Tetra Pak”.
you can find this sign at the seal of the milk carton. Tetra means four sides in Swedish and Pak means packaging. Together, it means [tetrahedral packaging]. In order to check the word, I also spent half an hour learning the 29 letters of Swedish. Tetra Pak transliterated into Chinese is Tetra Pak. Tetra Pak is not just a packaging material, but a packaging system. To fold a piece of composite paper into a tetrahedral container, a specific assembly line system is required.
in 1952, the first Tetra Pak filling machine for tetrahedral paper packaging was delivered to Lund MJ ö LK, Sweden. In 1954, the filling machine producing 500ml milk paper packaging was delivered. In 1956, UHT (ultra high temperature instantaneous sterilization) technology was invented, and normal temperature milk that can be stored for more than 3 months appeared. Tetra Pak bag is superimposed with UHT technology, which makes the normal temperature milk break through the restriction of intercity transportation. Today, we can buy 1L packaged milk from Germany and Australia on the e-commerce platform, thanks to the invention of Tetra Pak.
without glass bottles, Coca Cola can still expand its empire by opening factories. But without Tetra Pak, milk giants may have to expand their borders through milk powder rather than dairy drinks.
Tetra Pak, the “water seller” of milk. No packaging enterprise is more in line with the definition of “water seller” than Tetra Pak.

Tetra Pak is not just a packaging for milk. It can also be juice, coffee or even chrysanthemum tea.
in 1979, Tetra Pak’s first mainland customer was Guangdong Cannery, which used Tetra Pak bags to hold chrysanthemum tea. In the next 20 years, Tetra Pak did not sell packaging, but sold filling machines.
Tetra Pak is really killed in China by dairy products and beverages. China’s milk producing areas are concentrated in the north, that is, Northeast Inner Mongolia, Hebei and Xinjiang. Before the mid-1980s, China’s dairy beverage market was small, with low output and few audiences. The fresh milk market almost existed only around the producing areas. It can’t be shipped out without good packaging.
in 1984, the zhalut banner dairy factory in Inner Mongolia bought a complete Tetra Pak filling machine for $470000. This is the record I found in the second issue of China dairy industry magazine in 1985. It is not only the first fresh milk enterprise in China to introduce Tetra Pak packaging, but also the first normal temperature liquid milk production line in China. Zhalut banner belongs to Tongliao. You have to admit that this is a magical place.
in 1987, Tetra Pak’s first factory in China was officially put into operation in Beijing. In the mid-1990s, Yili dairy had a small reputation in the northern market, but it was unable to enter the southern market by low-temperature milk because of packaging. Tetra Pak found Erie. Tetra Pak put forward a condition that can not be rejected: provide equipment to Yili in the form of half selling and half giving. However, every time a package of milk is sold, the packaging fee for a package of milk will be charged.
just wanted to sleep, someone handed me a pillow. And such a good thing? You must promise. With the blessing of Tetra Pak, Yili quickly spread its normal temperature liquid milk to the whole country, becoming the earliest national milk brand. Tetra Pak has also found large customers who can cooperate for a long time. win-win.
later, Tetra Pak, who tasted the sweetness, followed suit and found Mengniu. Give away the machine and get a discount to break the bone. If you don’t accept it, teach you how the multinational dairy giants in developed countries succeed. Do you want to learn? If you want to learn, use my packaging. You don’t want to learn? Then I’ll tell your competitors. It’s very much like the previous training courses.
to B industry won orders in two ways: one is to tell you how much money you can make with my products, and the other is to tell you that if you don’t use my products, your competitors can beat you. The latter is often more effective.
the quality requirements of juice and milk are similar. According to the same strategy, Tetra Pak also won juice enterprises such as Huiyuan juice. Tetra Pak has made the dairy industry, and the dairy industry has also made Tetra Pak.
a package of five yuan milk costs a total of three yuan two, including two yuan for milk and 48 cents for Tetra Pak. What you drink is not only protein, but also Tetra Pak’s patent fee. When the war between dairy enterprises was in full swing, Tetra Pak gave advice behind it, telling them how developed countries did marketing and how to grab the market.
you should roll it up. I’ll give you some praise. Because no matter who wins, Tetra Pak will reap the benefits of fishermen. Yili Mengniu sells a bag and Tetra Pak makes money. When Guangming sells a box for three yuan, Tetra Pak also makes money.
Tetra Pak is not only the “water seller” of the milk industry, but also the “arms dealer” of the milk industry.

Tetra Pak doesn’t just sell packaging, it’s a bit like selling printers.
you need to buy not only my printer (packaging production equipment), but also my ink cartridge (raw material), carbon paper (raw material paper), and even you can’t repair the “printer” yourself, because I am responsible for the repair and maintenance of production equipment. According to the media, the price of a pack of liqueur is – 6031.2 yuan, while that of a pack of liqueur is – 6031.2 yuan.
times weekly reported in 2014 that “Tetra Pak seized 3 / 4 of the profit of each box of Tetra Pak packaged milk”. At the peak of
, Tetra Pak packaging was almost an absolute monopoly in China. Until today, the Chinese market is still Tetra Pak’s largest single market, accounting for one-third of its revenue.
milk enterprises only want to make money for pleasure, and the real capital has to be Tetra Pak. Dairy companies work hard just for Tetra Pak. Yili Mengniu has become the domestic overlord in one fell swoop in ten years of fighting, which is not only the milk source of Inner Mongolia, but also inseparable from the support of Tetra Pak.
in order not to cut leeks by Tetra Pak, many dairy companies began to use Baili bags. Baili bag of Baili company of France is a plastic pillow bag with multi-layer sterile composite film.
(Baili bag)
Baili bag costs only 20 cents. It has a short shelf life and is easy to be damaged. Milk nutrition will be lost. Tetra Pak has no equal rival. Its nickname is.
“Tetra Pak tax”.
a profiteering business will always welcome all kinds of greedy people. Competitors will keep pouring into this track. In addition to SIG, the second largest composite paper supplier in Sweden, Tetra Pak’s hometown, domestic Fenmei packaging and xinjufeng are also rising and becoming Tetra Pak’s strong enemies.
the prospectus of new Jufeng disclosed that as of 2019, Tetra Pak accounted for 61.2%, SIG accounted for 11.7%, FanMei packaging and new Jufeng accounted for 13.6% and 9.2% respectively. Although the market is divided up, Tetra Pak is still the choice of many fruit juice and tea brands. For example, the coconut tree brand coconut juice endorsed by teacher Xu Dongdong used to be mostly metal cans, but now Tetra Pak bags are also available.
selling water makes money, but not all water sellers can make money. Tetra Pak on the only way for gold miners has made money, which does not mean that all water sellers in this mining area can make money. Volumes are everywhere.

Carbonated drinks don’t need Tetra Pak. They may suddenly “spray your face”. Hard packing is required.
in 1963, American Reynolds realized the practicability of aluminum cans. In the same year, another American company Alcoa successfully developed the easy pull ring, which solved the last obstacle to the marketization of metal cans. The emergence of
cans has greatly increased the sales of carbonated drinks. In the past, although carbonated drinks were better for glass bottles, they still needed a bottle driver to help. Now just pull it. The original metal cans of
were all three pieces of cans, which were processed and welded with three pieces of metal sheets to form the tank cover, tank body and tank bottom respectively. Later, a smart engineer wondered if he could connect the bottom of the tank with the body of the tank? In this way, the welding technology of tank bottom and tank body can be reduced, raw materials can be saved, the cost can be reduced, and a leak detection process can be reduced.
thus, two piece cans were invented in the middle of last century. Coke cans are two-piece cans. If you pay close attention to the daily coke, you will find that the bottom of the can is concave and connected with the can body.
it is impossible to have a can. First fill it with coke and then cover it.
two piece cans are made of aluminum and steel, and the raw material of three piece cans is only tinplate (commonly known as electroplated tin sheet). The reason for retaining the relatively “backward” packaging of three piece cans is not because of “three pieces”, but because of tinplate. The iron roof shall have strong resistance to light and corrosion, and it shall also have strong resistance to light and corrosion.
drinks containing protein and amino acids tended to choose three piece tin cans at first. For example, red bull, wangzi milk, walnut dew, almond dew and Babao porridge containing taurine are all iron cans. Things are good, the only problem is. Three tin cans are expensive.
take a almond juice manufacturer whose gross profit exceeds 50% as an example. A bottle costs 4 yuan, and the total cost is less than 2 yuan. The cost of iron cans alone is more than 80 cents. After deducting labor and manufacturing expenses, the cost of almond water is less than that of iron cans. However, as a “water seller”, the can manufacturer is not a “water seller” in the real sense. Because the “gold diggers” in the carbonated beverage track are not “short of water”.

In the 1960s, Coca Cola launched metal can packaging.
The
glass bottle is no longer the only packaging option for coke. Compared with traditional glass bottles, pop cans are lighter and not easy to break. Transportation costs plummeted, reducing product losses. And there is another advantage, that is, there is a larger outer packaging design area. To put it bluntly, the bottle itself is an advertising space.
in the past, glass bottles were transparent. They didn’t print anything, only pasted a strip. With a larger area, more designs and colors, and more fancy packaging, cans can become the most beautiful ones on the shelf, and the improvement of sales is also obvious. The boss is happy and happy to mention double happiness.
in the 1960s, the annual output of cans in the United States was only 1 billion, and by the end of the 1970s, it had exceeded 40 billion. make a spurt of progress.
Tsingtao beer was the first to introduce cans in China, but it was mainly used for export to earn foreign exchange. Jianlibao is really developing cans in the soft drink market.
in March 1984, “Jianlibao sports soda” came out. Jianlibao’s debut also depends on packaging dividends. In 1984, hearing that the Asian Football Association was going to hold a meeting in Guangzhou, Li Jingwei, the founder of Jianlibao, wanted to send Jianlibao to the conference table of the Asian Football Association. But the heat is not something you can rub if you want. Jianlibao’s packaging is too simple to give away.
at that time, the director of Shenzhen PepsiCo factory was a friend of Li Jingwei. Therefore, Li Jingwei ordered a batch of cans from Hong Kong and, with the tacit consent of the factory director, used the off-duty hours of Pepsi factory to fill Jianlibao soda. People rely on clothes, horses rely on saddles, and drinks also rely on packaging. A picture of the AFC president drinking Jianlibao was published in the newspaper.
during the Los Angeles Olympic Games, Jianlibao did the same, and once again borrowed Pepsi production line to fill Jianlibao and give it to the Olympic players. After the news report that Chinese athletes “drink a mysterious’ magic water ‘in the United States” came out, Jianlibao’s name resounded throughout the country, and a generation of “Oriental magic water” was born.
Jianlibao, who has tasted the sweetness, no longer continues to sneak. It has introduced a can production line and is ready to do it by itself.
in 1992, Jianlibao and Hong Kong futball container jointly established Sanshui Jianlibao Fute container, which can produce 1.3 billion aluminum cans and 150 million three piece cans, becoming the largest metal can manufacturer in China at that time. Driven by Jianlibao, Guangdong Province has introduced 30 cans production lines in just five years. Coca Cola and Pepsi Cola have successively entered the mainland and opened factories to add fire to the pop can packaging industry.  
these factories not only produce coke, but also feed China’s modern beverage packaging industry.
nursing belongs to nursing. Should I pay the tuition or have to pay it. From the late 1980s to the mid 1990s, all walks of life fell into the state of capacity competition, and the can industry is no exception. An empty can costs 0.91 yuan, but the production cost is as high as 1.32 yuan. In 1997, 90% of the 26 major cans manufacturers in China suffered losses. In that year, the total sales volume of domestic pop-up cans was only about 6 billion cans, but the output was as high as more than 10 billion cans.
is too voluminous, my friend. Put it away.
(in 1997, the Customs issued special tax regulations on the import of aluminum cans, which mentioned that most of the aluminum cans needed to be imported. In fact, people in the industry said that all the aluminum cans needed to be imported at that time, but since then, the aluminum cans began the road of localization.) the essence of
business is not life and death, survival of the fittest. But to sell water when everyone is looking for gold. The reason why the “water seller” makes money is that the gold digger does not roll himself. When there are more people selling water, you should sell wine and cigarettes. Or, hug the “gold digger” on the thigh.

In 1994, red bull, that is, Huabin Red Bull, who had just entered China, began to select packaging suppliers.
Red Bull needs three tinplate cans and proposes that the weld should be powder coated. At this time, the welds of all domestic cans manufacturers adopt liquid touch up coating. When the meat was brought to the mouth, everyone stopped eating it. The meat is delicious, but the mouth is not good. Technically impossible. AORUIJIN, who has been established for several months, is not willing to give up this fat meat. After several twists and turns, he won the order of red bull by relying on the technology of his shareholder Singapore Meite. In 1995, Origen sold 8.6 million cans in its first year as a supplier to red bull. Then it increased exponentially every year. In 1997, the output of a factory in Hainan alone reached 86 million cans.
what is all in? This is all in. The essence of business is gambling. Relying on red bull, Origen has become a big man enterprise in the canning industry. Since then, Origen and Red Bull have lived together and shared weal and woe.
in 1997, Red Bull moved its headquarters to Beijing, and Origen followed Red Bull to set up a factory. Huabin Red Bull goes to Hubei, and AORUIJIN goes to Hubei. Huabin Red Bull goes to Guangzhou and Origen goes to Guangzhou. In some areas, the two even share a plant.
in addition to Origen, another powerful can packer is Baosteel. Yes, it’s Baosteel, the steel demon.
two piece cans include both aluminum cans and steel cans. There is not much technical gap between the two cans, mainly based on the metal price and the technical preference of the supplier. When the price of aluminum is higher and higher, steel will be more cost-effective than aluminum, and the brand will favor the use of more steel.
in 1997, Baosteel made the first two-piece steel tank in China and put it into operation. At present, Baosteel packaging is still the only manufacturer with two-piece steel can technology in China, and monopolizes the market of two-piece steel can drinks.
the king of two steel cans is Baosteel packaging, and the king of two aluminum cans is COFCO packaging. COFCO packaging holds the Coca Cola packaging production line. Now you pick up the coke in your hand. If it is an aluminum can, there must be a logo with the word “CPMC” next to the bar code, which is the English abbreviation of COFCO packaging.
Origen has Huabin Red Bull and COFCO has Coca Cola. Everyone holds their thighs.
Shengxing Co., Ltd. grew up eating baijiafan. Shengxing Co., Ltd. started in Fujian, so its core customers are mainly local companies in Fujian. For example, huierkang, Daliyuan, Yinlu, and domestic well-known second-line soft drink brands, such as Guangyao Wanglaoji, Lulu, etc.
in addition to the four kings of Origen, COFCO packaging, Baosteel packaging and Shengxing Co., Ltd., there are also Xiao Wang from all walks of life. Pacific canning mainly focuses on two-piece cans, and Jiamei packaging and Fuzhen holdings mainly focus on three-piece cans. Metal cans are a to B industry with low concentration. The most suitable industry for this industry is M & A. Increasing concentration can increase the premium.
in 2016, Origen transferred 27% shares of COFCO packaging, becoming the second largest shareholder of COFCO packaging and the largest strength of metal packaging in China. Shengxing Co., Ltd. wholly acquired Pacific can manufacturing in 2021.
the market share of AORUIJIN COFCO is 37% (of which AORUIJIN accounts for 24% and COFCO accounts for 13%), Baosteel packaging accounts for 19% and Shengxing Pacific accounts for 13%. The metal can Three Kingdoms killed belongs to yes.
in addition to the integration of sphere of influence, each company also began to make products that competitors are good at and invade each other’s territory. Origen established a two-piece can business department, and Shengxing also entered two-piece cans. Baosteel packaging and COFCO packaging entered three-piece cans. When Wang Laoji and JDB shifted their products from three-piece cans to two-piece cans, Origen and Shengxing grabbed food from Baosteel packaging and robbed Wang Laoji and other traditional customers.
in the packaging industry, too subdivided markets cannot support the operation of a listed company. The best way is to go your way, so that you have no way to go. The Internet company laughed. I’m familiar with the plot. If there are too many water sellers, they should form a “water seller alliance” to prevent someone from being too involved.

Can manufacturers roll so hard, but they still can’t make money. The financial results of the top four in recent years are not optimistic.
the compound annual growth rate of China’s food and beverage metal packaging industry is 9.23%. In 2019, the sales volume of metal beverage cans reached 131.8 billion cans, which looks good on the surface. In fact, the incremental data are mainly from food and alcohol products. The output and revenue of soft drink cans are basically stagnant. The increment of
is limited, so we have to tap the stock market. According to “China’s packaging industry”,
a pop can packaging factory could earn a penny 15 years ago and only 1% 10 years ago.
rolled into a fried dough twist. The price of aluminum per ton has tripled from a decade ago. To my death, the price of aluminum keeps rising. Thanks to the shortage of chips, the packaging factory was relieved.
the hotter the new energy vehicles, the higher the price of aluminum. If it were not for the shortage of chips, which affected the production capacity of new energy vehicles, can manufacturers would be more desperate to stare at the price of aluminum. The butterfly effect is true.
can manufacturers have to fight back and forth against the exchange rate difference. In order to reduce the cost, we have begun to make an article on the specification of packaging capacity. In the past, the pop can cola was generally 355 ml, and gradually became 330 ml in recent ten years. In the first year of capacity reduction, Coca Cola saved 1200 tons of aluminum. Reduction without price reduction.
there are too many “water sellers”. Shengxing group and Origen began to think about other businesses. Origen invested 1.2 billion yuan in mobile games in 2016, and Shengxing acquired 20% of the shares of Fuzhou Chuangxing mutual entertainment network. Making cans is to make skin for drinks. Playing games is actually a skin changing game. It’s all about skin anyway. Right, not out of business.
game is a gold mine. It’s not easy to “sell water”, but you have to “search for gold”. Outrageous, not so outrageous.

Glass bottles and cans are the pioneers of China’s beverage industry. PET bottles really take off in China’s beverage market.
since 2000, China has become an infrastructure maniac. A large number of migrant workers from the central and western regions enter the southeast coastal cities. When they become a beverage consumer group, they will continue this consumption habit after returning home. The frenzy of infrastructure construction has driven the popularity of mineral water, functional drinks and tea, and then let the packaging factories follow. The four vertical and eight horizontal railway network, high-speed railway and expressway are becoming more and more dense. Local drinks have broken regional barriers and circulated throughout the country.
all this is due to pet, which is suitable for a variety of beverage types and low cost. The more rigorous expression of pet is:
is a plastic container formed by using polyethylene or polypropylene and other materials to add organic solvent, then heating at high temperature, and finally blow molding or mold injection molding. Among them, the plastic container suitable for beverages is PET bottle. Compared with 6031 plastic bottles and composite cans, the market share of pet is the largest.
1956 DuPont first used PET for product packaging, but until the early 1970s, PET packaging had nothing to do with beverages. It can only contain bacon, not coke. Coca Cola occupied the mind with curved glass bottles. When the PET bottle came out, Pepsi resolutely changed the packaging.
PepsiCo’s idea is simple: so you can think of me when you see the plastic bottle. In 1974, PepsiCo took the lead in using PET bottles. Coke first used pet products, which were 2L large bottles that everyone liked to drink at dinner.
by 1987, the market share of PET bottles was 2.5 times that of glass bottles. The proportion of pop cans remained at about 40%, and PET bottles completely grabbed the market from glass bottles. The biggest advantage of pop cans over PET bottles is faster production speed and better taste preservation. But cans are expensive. The of
PET bottles makes beverages a category that can be consumed at any time, anywhere and at will. If you don’t want to drink, just screw on the lid.
PET bottles also accelerated the birth of another category to some extent: bottled water. With cheap PET bottles, tap water can be purified and sold for money. Because it’s portable, because it’s light. No one will carry bulky glass bottles of purified water with them. It’s better to bring a thermos cup.
the pet industry of domestic beverage packaging only appeared in the 1980s. The packaging industry is a “water seller”, a supporting industry and a dependent industry.
after the completion of Pepsi Cola plants in Shenzhen and Zhuhai, relevant supporting PET bottle manufacturers appeared. Since then, China has its own pet bottle industry, but the required non fiber grade polyester still depends on import.
in order to meet the demand of coke, Guangdong Province alone needs to use 40000 tons of PET raw materials. According to the imported PET raw materials of US $400 / ton, it needs more than US $30 million in foreign exchange. Industry always makes up for what it lacks. More than ten years later, a number of PET material suppliers rose. Sanfangxiang, China Resources materials, Yisheng company, Chenggao packaging and wankai materials are even among the top ten PET material suppliers in the world. In 2020, the total consumption of PET bottle raw materials in China will reach 9.49 million tons. Instead of importing, it exported more than two million tons.
in the beverage packaging market, PET bottles are almost the overlord of the Jianghu. In addition to dairy products, pet accounts for 57.4% of domestic carbonated beverage packaging, nearly 99% of mineral water, and more than 50% of tea and fruit juice. However, there are not many domestic enterprises making pet bottles. There are two main players: Zhuhai Zhongfu and Zijiang enterprises.
Zhuhai Zhongfu is the first enterprise in China to provide PET bottles for the two major cokes. Up to now, it has provided PET bottles of mineral water for Yibao, Master Kang and nestle in addition to the two major cokes for more than 30 years.
the gross profit margin of pop can packaging industry is about 10% and pet is about 20%. I can only say that it was terrible. But compared with the pop can packaging enterprises, pet manufacturers live a little better. Compared with Tetra Pak, which earns patent fees, cans and pet manufacturers earn hard money.
there is also a difference between “water seller” and “water seller”. When there are only 100 gold miners and 101 water sellers, “selling water” is not a good business.
饮料包装从来都不是一个小生意。很多卖加盟的奶茶品牌其实赚的不是加盟费,而是包材,吸管,奶茶杯。有的人明面上做的是包装生意,暗地里搞点儿网游,开发点儿房地产。有的人呢明面上做的是其他生意,但暗地里其实是做的包装生意和供应链生意。
比如蜜雪冰城。没有包装,就没有如此庞大的饮料产业。饮料的多样繁杂,也离不开包装的升级和进步。
饮料的终端价格摆在那,主流饮料产品,如可口可乐、农夫山泉矿泉水等,三十年来产品价格只是上涨了30%不到,按年化计算,属实物价良心。之所以还能维持股价上涨,完全是大家消费频率高了。
饮料价位区间和几十年前一样徘徊在2-5元左右。而材料成本、人工成本、运输成本都在不断提高,饮料品牌的利润也就是三成的毛利,那只能苦一苦上游的供应商。想坐地起价?你试试看。
这门生意,在早期的时候,充满暴利。但总有一天,会被饮料品牌方釜底抽薪。因为它总归是一个依附性的生意。
有的包装企业想通了,和饮料企业互相持股,共生相伴,一起赚钱。找不到大腿的包装企业只能沦为饮料企业的打工人。当然,还有的包装企业让饮料企业成为自己的打工人。
江湖吃饭,各凭本事。挖金矿旁边最好的生意是卖水。卖水旁边最好的生意却未必是卖瓶子。和平年代的军火商,没有那么好当。

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[the 8th foodaily ✕ 0, as the theme, will run through the upstream and downstream of the food industry chain and link the whole scene of new consumption business through the three-day new consumption innovation test ground ✕ the stage of global innovative products ✕ the food Developer Conference ✕ the top product social circle, so as to further advance to the end of the new food era, explain the future of new food consumption in China and present the brand 360 ° at one time Ecological., Related reading

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