Potential problems and market analysis of glass bo

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Potential problems and market analysis of beer glass bottle packaging

compared with traditional glass bottle packaging beer, polyester bottle packaging beer has the advantages of safety (no explosion), light weight, low transportation cost and fashion, which has been unanimously agreed by people inside and outside the industry and is indisputable. However, it can not be denied that it has many shortcomings, such as soft material, easy to cause lax sealing, and short warranty period after all; In addition, it can not be sterilized at high temperature, can only pack pure draft beer, can not be recycled and reused, and the cost is high. There are still problems in the key to the technical and economic feasibility. In China's beer market, the promotion of polyester bottle packaged beer has not been effective so far. Although relevant insiders shouted loudly in the professional media: polyester bottle packaged beer has entered the "picking" season. There are many who hold a wait-and-see attitude

the plastic packaging is a completely new update to the traditional beer packaging, just as the computer animation in the beverage industry imitated the "big change" of the product packaging of 50000 visitors. Take a look at the commodity shelves in today's beverage market: those with gas or without gas, large and small packages, catering consumption, family consumption, mobile consumption, various fashionable and even alternative packaging of beverage commodities, which are colorful and endless. Last summer, Jianlibao launched the "pop fruit steam", which was simply packed in a more fashionable, novel and to some extent "alternative" packaging in the beverage market, and really "hot". However, can the promotion of polyester bottle packaging of beer liquid food expand a big world in the market development? However, the polyester bottle packaging of beer has not made much progress so far. The reason is:

● one of the problems: about the shelf life

The new national beer standard gb4927-2001, which was officially implemented on January 1, 2003, stipulates that the shelf life of bottled and tinned (raw and cooked) beer shall not be less than 60 days, and that of barreled (raw and cooked) beer shall not be less than 30 days; The shelf life of fresh beer shall not be less than 5 days

the manufacturer can mark the shelf life of the product on the label according to the beer type, the enterprise's own technical conditions and the marketing situation in accordance with the provisions of 4.5.1-4.5.2 respectively

there are great changes in the provisions and spirit of the above standards compared with the old standards: first, the shelf life is greatly shortened. The old standards stipulate that the shelf life is not less than 120 days, and some enterprises even mark it as 180 days; Second, this is a mandatory provision in the old standard. It seems that otherwise, it can not guarantee the quality of beer and protect the interests of consumers. This is not the case

this is based on the fact that beer is different from other kinds of wine, such as Baijiu, yellow rice wine or wine. The older it is, the more mellow it is. The longer it is stored, the higher its value is. Beer sells "fresh goods". The shorter the period from production to consumption, the more guaranteed the freshness of beer and the higher its value. Its consumption quality is in line with time, which is just opposite to other kinds of liquor such as Baijiu. If time is quality, the longer the period from production to consumption, the greater the loss of freshness and quality. Therefore, in recent years, beer manufacturers generally attach importance to freshness management. Some have promised to "consume the same day and the same week in the same city", others have promised to "consume the same month in the same province", and those who exceed the freshness management date will be unconditionally recalled. This mode of operation brings great brand benefits to beer enterprises, because it follows the maximization of consumer value. In the past, the shelf life of 4 months or even up to half a year was essentially a continuation of the traditional quality requirements of canned food. It was in exchange for reducing the market risk of beer production and operation by damaging consumers' freshness value of beer

"can't you sell the beer? It doesn't matter. Anyway, the shelf life is long and there is plenty of time. Sell it slowly."

in view of this. Under the control of the concept of the supreme freshness of beer and the maximization of beer consumer value, the structure and cost price of the polyester bottle of beer should be appropriately divided according to the shelf life of the polyester bottle of beer, so as to achieve a more reasonable and competitive cost performance ratio of the polyester bottle of beer. For the specific commodity of beer as a fast-moving consumer goods, it is very important to make a breakthrough in this understanding

● problem technical parameter 2: about traditional process

packaging material suppliers focus on the research and development of PET beer bottles that have been pasteurized. Their starting point is the traditional process that the vast majority of Chinese beer, accounting for at least more than 90%, is to obtain mature beer with sufficient shelf life and shelf life after being pasteurized after filling. Even in order to adapt to the process conditions of high-temperature treatment after filling, the capping structure also inherits the traditional tinplate crown cap. Out of following the traditional process, this kind of strategic positioning tries to achieve "equivalent replacement" between polyester bottle packaged beer and glass bottle packaged beer. It is expected to have the least resistance in market promotion

what is the actual situation

first of all, it is impossible for beer packaged in polyester bottles to be completely "equivalently replaced" with beer packaged in glass bottles

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, pursuing nature and returning to nature. We should 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 route will bring consumers more pure taste, More nutritious fresh beer. At the same time, due to the elimination of the traditional pasteurization and high temperature treatment after packaging, polyester materials with more price competitiveness and higher cost performance can be selected. The traditional tinplate crown cap can also be replaced with a bright and beautiful plastic twist off cap that is easy to open and can be sealed repeatedly, which makes the whole product image of the new polyester bottle packaged beer look new and more attractive to consumers. Why not

in addition, 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 including the environment. Using polyester bottles can ensure the sterility of packaging materials in the aseptic cold filling of fresh beer in one step. Compared with using recycled glass bottles, the microbial risk is reduced by at least ten times, that is, an order of magnitude

weighing the advantages and disadvantages, it is worth considering the choice of traditional process and the decision-making of the initial goal of polyester bottle

● question 3: about market positioning

it's like it's impossible to shoot down all the black trees with one shot. The market positioning of polyester bottle packaged beer should also launch the main products in stages and batches on the basis of the segmentation of beer consumption market

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 parts, that is, it gradually turns into small bottles of 500ml and large-scale packages of 750ml, or even large packages of 1l or 2L or more. The beer consumption market, which was originally packaged in cans, is expected to be less than 500ml, such as 330ml small bottles of beer

just like all commodities have high, medium and low grades. In those years, the beer beverage packaging of cans entered the Chinese consumer market as a high-end packaged commodity. We may still have fresh memories of this. Although in the consumer market of western countries, cans of beer and beverage are the most popular convenience food, as for the specific cans of beer, the oxygen increasing amount is also higher than that of bottled beer due to the fact that the filling process has been accelerated and the construction of 8 Nanhai development equipment manufacturing and logistics support bases and oil and gas processing bases have been widely opened, which is much larger than the contact surface between beer packaging and air, Therefore, the internal quality of beer should be inferior to the latter. However, due to the novel packaging, Chinese consumers wanted to be fresh. At that time, they mistook cans of beer for high-end consumption. However, with the passage of time, consumption is becoming more and 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 packaged beer should be as a mass fast-moving consumer goods. I'm afraid it can't be positioned to high-end consumption anyway? Maybe it's also the same as when cans of beer entered the high-end consumption field with the status of high-end goods at the beginning? Is it possible that such a "crooked attack" is correct? We will wait and see

in the future, the reasonable market segmentation seems that the medium and low-grade beer with large amount and wide range of mass consumption level should be the safe, light-weight and fashionable polyester bottle packed beer with low price and good quality. A few high-value specialty high-end beer products are the fine products packaged in glass bottles. Of course, the price is not cheap. As for the fashionable and alternative polyester bottle packaged beer, it is also possible for polyester bottle packaged beer products to rank 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 or traveling mobile consumption

in a word, market segmentation is both possible and necessary in the consumer market with different target occasions. The planning and design of products should be targeted, just like weaving a huge one and creating conditions to kill all the birds in the commodity forest of the consumer market (unlikely to be all the birds)

the conclusion is: the market positioning should be specific to specific objects and specific countermeasures

● question 4: about equipment transformation

"if a worker wants to be good at something, he must sharpen his tools first"

to promote the large-scale production of polyester bottle packaged beer, it is necessary to have a bottle production line suitable for the filling and capping of polyester bottles. Since glass bottles are widely used to pack beer in China, the equipment of the bottling production line of the brewery is not suitable for filling and capping polyester bottles of beer. Therefore, Nanjing Light Machinery Design Institute has studied different equipment transformation schemes on the supporting conditions and positioning of different polyester bottles of beer

the main points of the old equipment transformation of the filling production line of polyester bottle packaging beer are as follows:

1. the polyester bottle can not be vacuumized. In the current filling equipment, the method of CO2 replacing air can be used to control the oxygen increase of beer during the filling process, just like the CO2 replacing air process currently implemented in the cans filling beer. The effect is positive, and the oxygen increase can generally be controlled below 0.05mg/1, Of course, CO2 consumption is larger than that of the old vacuum pumping process, generally about 2 ~ 3 times

2. the weight of the polyester bottle itself is very light (the lightest 500ml/bottle is only 28g). In the process of conveying, filling and capping, it can only be clamped by the bottleneck (rather than the positioning and conveying at the bottom of the glass bottle). The long-distance empty bottle transfer is transported by air, with accurate positioning and high conveying efficiency

3. if the sealing structure of tinplate crown cap is still used, the gland mold shall be replaced

according to the different ways in which polyester bottles are provided on the line, the new line can have the following different configurations:

a. empty bottle → destacking machine → bottle washing machine → filling and capping (capping) machine →

b. bottle blank → bottle blowing machine → bottle washing machine → filling and capping (capping) machine →

c. empty bottle → destacking machine → filling and screwing three in → combined machine →

d. bottle blank → blowing

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