Superfood Tree Summer Juice Packaging Bag

The core essence of "Super Food Tree Summer Juice Packaging Bag" is a functional packaging solution that takes into account environmental protection attributes, product recognition, and adaptability to consumption scenarios. It is by no means a simple marketing gimmick as most people think.

Last week when I was catching up with the cycling team after work, I stopped by the convenience store freezer and picked up a bag of Shuxia's kale kiwi juice. The first thing I felt when I held it in my hands was that it was different. The matte material didn't feel slippery, and it didn't hurt my hands from the cold like ice PET bottles. I put it in the side pocket of my cycling jersey and rode for 40 minutes. When I got there, I took it out without leaking a drop. I wiped the nozzle and drank it straight away, saving me the effort of twisting the bottle cap. Don't tell me, just like this ordinary-looking flexible packaging bag, the fast-moving consumer goods circle has been arguing for almost a year and there is no conclusion.

Lao Zhou, who works in the traditional fast-moving consumer goods supply chain, was complaining to me a while ago, saying that the comprehensive cost of this kind of self-standing spout bag is 32% higher than that of a PET bottle of the same capacity. Including the filling line modification cost, the gross profit of a single product directly drops by 7-9 points. Putting aside the previous fast-moving consumer goods logic, it simply does not make sense. "With this cost, why not add more fruit pulp, or sell it for two yuan less, is it not better than this fancy one?" ”What he said is not unreasonable. Last year, there was a small brand that followed the trend and made superfood juice. It used the same packaging for half a year, but then switched to plastic bottles because it could not bear the cost. Now the sales volume of the online store has dropped by nearly 40%.

But my friend Li Shuang, who does new consumer user research, has a completely different view. She did a user survey for Shuxia last year. 76% of the people who buy this juice are urban women aged 20-35, and more than 60% of them rank "portability, easy storage, and good appearance" in the top three reasons for purchasing, and are willing to pay 1-2 yuan more for this packaging bag. “Think about it, the small bags carried by girls cannot hold large glass bottles. After drinking, the soft bags can be crumpled into a ball and thrown away. How much space is saved compared with empty bottles? It looks better than an ordinary bottle when you take a photo and post it on WeChat. It’s worth it no matter what. ”

What I like the most is actually a few small details that haven’t been publicized much. The suction nozzle is not in the middle of the bag, but in the upper right corner. Last time I drank it while lying in bed with a cold, I didn't choke when I raised my head, and I didn't have to worry about the remaining pomace sinking to the bottom and not being sucked up. The easy-tear opening has been polished. I tore it off more than a dozen times without scratching my hand. I bought a soft bag of juice from another brand before and made a small cut on the tiger's mouth. It hurt for three days. By the way, the diameter of their nozzle is 2mm larger than the ordinary model. It was determined by the product team after 8 revisions. It can just pass through the finely ground chia seeds and acai berry particles without getting clogged half way through the drink. Only after using it do you know how considerate it is.

Of course, objectively speaking, this packaging is not without its flaws. The official propaganda uses PLA + PBAT fully degradable materials, which can be completely degraded in 180 days under industrial composting conditions. It is much more environmentally friendly than ordinary PET bottles. But let’s be honest, most cities in China do not have special compost recycling channels. Most consumers throw it into other trash cans after use, and it is eventually landfilled with ordinary garbage. The actual degradation efficiency is far from being as high as advertised. People in the environmental protection circle have always said that it is "suspected of marketing."

I had met Shuxia’s product manager at an industry salon before. She said that when she was selecting the packaging, she tested 27 different bag types and did the bag drop test thousands of times. Nine out of ten times the bag dropped from a height of 1.2 meters without leakage. “We also know that the cost is high, but many users reported that the juice in glass bottles they bought in the past broke into pieces while squeezing in the subway. Some people said that they took it to the gym and put it in a locker to occupy space. We felt that the money was well spent. ”

Yesterday, when I picked my sister up from school, I saw her carrying a bag of Shuxia's acai berries in the pocket of her school uniform. It was jumping up and down without any fuss. If it had been a hard plastic bottle, it would have been too heavy to throw in her schoolbag. To put it bluntly, in the final analysis, packaging still serves people. No matter how noisy the industry is, if it is convenient for consumers to carry in their pockets, comfortable to drink, and willing to pay for it, it is actually considered a success.