The beverage market is rising in price
2010, 2012, 2017, 2021, 2023...... Historically, the mainland beverage industry is currently ushering in the fifth wave of price increases. Is the era of low-cost drinks going to be gone forever? At the critical juncture when various beverages have issued notices announcing price increases, Bingfeng announced that glass bottles will usher in price reductions. Where will Bingfeng's jaw-dropping "reverse play" lead the market?
There is a rise in voices, and the collective price increase of the beverage industry has become a trend
In the past 2023, the term "price increase" may become a key word in the beverage industry. Following Coca-Cola's announcement in November 2021 that the suggested retail price of 500ml bottles would increase from 3 yuan/bottle to 3.5 yuan/bottle, Coca-Cola once again announced in June 23 that the suggested retail price of 500ml bottles would continue to rise to 4 yuan/bottle. Immediately afterwards, another beverage giant, Master Kong, also issued a price increase notice in November 23, which stated that the suggested retail price of Master Kong's packaged tea/juice series was adjusted from 3 yuan/bottle to no less than 3.5 yuan/bottle, and the suggested retail price of 1L tea/juice series was adjusted from 4 yuan/bottle to no less than 5 yuan/bottle.
Affected by the increase in labor costs, packaging material costs, white sugar and sugar substitute costs, in the past year, the beverage market has frequently rushed to the hot search with two hot news of "farewell to the era of 3 yuan" and "farewell to the era of 4 yuan", and consumers can't help but sigh: the low-cost beverage market is gone.
Bucking the trend, Bingfeng announced the return of 2 yuan / bottle
Recently, the reporter learned that Bingfeng, a domestic beverage company, issued the latest notice for distributors at all levels in Xi'an on March 20. According to the notice, in response to the brand's call to make profits and boost consumer confidence, Bingfeng recommends that all catering and retail stores in the terminal implement the latest price system of 2 yuan per bottle for Bingfeng's 200ml glass bottle products (including orange soda, apple soda, sour plum soup, and sugar-free orange soda).
In 2021, due to the rise in upstream raw materials and labor costs, Bingfeng will increase the purchase price of glass bottled drinks from 1 yuan/bottle to 1.16 yuan/bottle, and at the same time increase the terminal guide price of 2 yuan/bottle to 2.5 yuan/bottle. This year, Bingfeng proposed that glass bottled drinks return to 2 yuan per bottle again, becoming one of the few companies in the soda beverage industry that "bucks the trend" and takes the initiative to reduce prices.
Profit consumption, the terminal market announced active implementation
How to make the preferential policies of manufacturers truly implement the terminal catering and retail stores? For consumers, this problem needs to be solved urgently.
The reporter found in a visit to terminal stores in Xi'an that although some merchants have changed the Bingfeng price tag in the store and began to implement the price adjustment notice of 2 yuan/bottle, there are still some merchants with a price tag of 3 yuan/bottle in the store.
In an interview with some stores that have not reduced the price, the store owner said that the notice has been issued by the dealer and the business at all levels, and the reason for the failure to reduce the price is mainly due to the fact that the last batch of glass bottled ice peak in the store has not been digested due to the excessive purchase volume. When the latest batch of Bingfeng arrives in the store, we will consider selling it at a reduced price.
In addition, in an interview with dealers, dealers revealed that after the notice was issued, there are about thousands of stores in the Xi'an market that have begun to implement the price reduction policy of 2 yuan / bottle, "2 yuan Bingfeng has huge product competitiveness in the Xi'an catering market, with the arrival of the tourist season, some of the restaurants with price reductions to Bingfeng price reduction as a propaganda point, forcing other restaurants to return to the 2 yuan Bingfeng era." ”
Editor: Jingqiu