談崩了，百事被家樂福封殺！

全球超市巨頭家樂福與百事談崩。

該公司告訴來自四個歐洲國家的顧客，将不再銷售百事可樂、樂事薯片和7Up等産品。

從周四開始，法國、意大利、西班牙和比利時家樂福門店的百事可樂産品貨架上将貼有智語，稱“由于價格上漲令人無法接受”，該店将不再進貨這些品牌産品。德國和比利時等幾個國家的雜貨零售商也同樣停止了消費品公司的訂單。

這件事其實是全球通脹的一個縮影。

然而，令人奇怪的是，去年底，投行Jefferies分析師Kaumil Gajrawala建議投資者買入百事公司，并稱其為飲料行業最持久的公司。他預計百事的股價将在2024年上漲20%以上，達到203美元，進而将該公司的市值推升至2790億美元。

談崩+封殺

當地時間1月4日，家樂福告訴來自四個歐洲國家的顧客，将不再銷售百事可樂、樂事薯片和7Up等産品，因為在最近的一場價格拉鋸戰中，這些産品給家樂福帶來的成本太高了。

這家法國超市發言人表示，從周四開始，法國、意大利、西班牙和比利時家樂福門店的百事可樂産品貨架上将貼有智語，稱“由于價格上漲令人無法接受”，該店将不再進貨這些品牌産品。

根據家樂福2022年年度報告，家樂福此舉影響了這四個國家的9000多家門店，占該零售商全球14348家門店的三分之二。

德國和比利時等幾個國家的雜貨零售商也同樣停止了消費品公司的訂單，這是價格談判中的一種政策，由于通貨膨脹，價格談判變得更加令人擔憂。

百事可樂在一份聲明中表示：“我們已經與家樂福進行了數月的讨論，我們将繼續真誠地合作，努力確定我們的産品供應。”

周四，奇多和7Up等百事産品在巴黎豪華第16區的一家家樂福超市已經停售，而包括百事可樂在内的其他産品仍在貨架上。

超市裡的顧客普遍對此舉表示歡迎。“我一點也不感到驚訝”，購物者伊迪絲·卡彭蒂爾告訴媒體，“我認為貨架上會有很多産品，因為它們變得太貴了，而且都是我們可以避免購買的東西。”

百事去年 10月曾表示，由于需求上漲，計劃“小幅”提價，導緻其連續第三次上調2023年利潤預期。而在此之前，百事已經連續七個季度上調價格。這種“用漲價追通脹”的做法顯然讓超市的營業額感受到壓力，也迫使零售商在新一輪價格談判中要求降價。

家樂福也一直是在價格問題上挑戰大型消費品和食品公司最活躍的零售商之一。去年，該公司就發起了一場“收縮通貨膨脹”運動，在尺寸縮小但價格更高的産品上貼上警告。為了降低通貨膨脹，法國政府要求零售商和供應商在1月份完成年度價格談判，比平常提前兩個月。

法國在歐洲的不同尋常之處在于，它對零售業實行嚴格監管，迫使超市每年隻與食品和飲料生産商進行一次價格談判，以保護其農業産業。

但去年初通脹危機最嚴重的最後一輪談判，價格全面大幅上漲，這打擊了超市的營業額，促使他們在這輪談判中進行降價談判。

食品雜貨分銷研究所首席經濟學家詹姆斯·沃爾頓表示，顯然這是最後的手段，因為如果貨架上沒有人們想要的商品，沒有人會獲勝。

一個縮影

事實上，上述事件是通貨膨脹的一個縮影。由于歐洲央行大幅加息以及歐洲國家放松能源和食品價格的努力，2023年11月歐元區通脹跌至兩年來新低，下降速度遠快于預期。在法國，12月通貨膨脹率年率上升3.7%，較上年同期下降三分之一。

食品價格上漲尤其持續。法國一籃子典型的基本食品，從面食到酸奶，仍然比一年前高出7%。一些制造商稱，由于投入成本特别高，歐洲的利潤率低于平均水準，進而證明這些成本是合理的。

聯合利華首席财務官格雷姆·皮特凱斯利 (Graeme Pitkethly) 2023年10月對分析師表示，“價格上漲的幅度雖然處于曆史高位，但仍不足以彌補我們所經曆的成本上漲。”

法國總統埃馬紐埃爾·馬克龍表示，希望看到食品價格至少下降5%，以反映原材料成本的整體下降，這種下降在一年多以來價格創曆史新高後開始出現。

去年，許多全球消費品公司将價格提高了兩位數。他們通常将價格上漲歸因于原料和勞動力成本的上漲。與此同時，其中許多公司報告稱，由于以更高的價格出售更少的商品，利潤不斷擴大。

近幾個月來，各公司報告稱，購物者受到通貨膨脹和高利率的壓力更大。包括百事可樂在内的消費品銷售公司報告稱，他們注意到顧客勒緊了錢包。

“我确實認為，我們現在看到消費者變得更加挑剔”，時任百事公司首席财務官休·約翰斯頓 (Hugh Johnston) 在去年10月份的财報電話會議上對分析師表示，“你會看到一些價值取向。”

零售商渴望看到價格下降。美國最大零售商沃爾瑪的高管們對假日季節到來之前日用品價格的放緩表示歡迎，但對食品價格居高不下感到擔憂。

沃爾瑪首席執行官道格·麥克米倫 (Doug McMillon)去年 11月對分析師表示：“我們看到的部分通貨緊縮正在起到幫助作用，但我們希望看到更多、更快的情況，尤其是在幹雜貨和消費品類别中。”

法國采取前述舉措之際，歐洲正采取更廣泛的勢頭來應對即使經濟低迷但仍持續存在的生活成本危機。在意大利，政府試圖向零售商和制造商施壓，要求其降低食品價格。希臘政府已開始要求超市報告基本食品的收費價格。其他大型法國連鎖超市表示，他們可能會效仿。

此前，有研報指出，百事可能将超越可口可樂。那麼，在當下這種背景之下，能否成功，或許還要打上一個問号。

來源：券商中國 作者時謙 原标題《百事突發！遭遇史上重大危機！》

本文不構成個人投資建議，不代表平台觀點，市場有風險，投資需謹慎，請獨立判斷和決策。

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