I had beef noodles at the noodle parlour the other day, ready to grab a bottle of soda, and the lady boss pointed at the freezer and said, "cola 3 and arctic 7。
It was a moment ago. People always cry for national goods and start thinking about it when they pay for it. In the end, i took the coke, not unpatriotic, but rather expensive。
On my way home, i've been whispering about what's going on, like soda, how to sell it to the state for $6,70, or even $10, and it's two or three in a lot of places。
And more importantly, i saw someone blow it directly。
I would also like to understand that after all, i cook myself and buy food at a competitive price, and drink is not paid for by emotion alone。
The more i looked into it the other day, the more i thought it was not that simple。
First, on the price level, there are now coca-cola and pepsi in many regions, 500 milligrams of which are over and above the market price of $3, and electricians sometimes get more than $2. They also have price increases, but mostly a few cents。
In addition to domestic sodas such as the arctic ocean, ice peaks, tianxico coke, asian sodas, and zhushan soda, restaurants often start at six blocks, encountering new items and smaller channels, some of which can reach more than ten。
The worst thing about the internet is who's making money。
Logically, imports need to be transported across the ocean, brands are more expensive and prices should be higher. But reality in turn seems to be hitting you in the face at lower prices。
So everybody throws the pot directly into the country。
But the real answer is often hidden in a word of magnitude。
Coca-cola and pepsi-cola entered china earlier, and for decades distributed factories to many parts of the country, selling tens of billions of bottles at this level。
What does that mean
It means that they can keep a single bottle of profits very thin, for example, making five cents, just as they can make a fortune on annual sales. Minnie's not a slogan. It's a business。
On the domestic side, many brands are more local and regional. The number of factories is relatively small and the market coverage is narrower。
It is also a bottle of soda that does not go up, so raw materials cannot be negotiated at lower prices; production does not go up and fixed costs are even more difficult to spread; and transport and storage are more distributed。
And what's more realistic is that once you don't get it up, you might actually lose money。
There's a fact that a lot of people don't notice that the main battlefield of domestic soda is not supermarkets, but restaurants。
Why
Because supermarket shelves are often stabilized by the dual system. You have to come in, not just with products, but with a set of channels and rules, high costs and high thresholds。
As a result, many national product plates rely more on catering channels and repurchase and branding in a more consumer-friendly manner。
But there's a rule in the catering channel that lets the boss make money first。
This layer is going to cost more
It cannot be equal to the price at hand. The middle is usually agent profits, distribution profits, and restaurant operating profits。
A bottle of soda from the factory to the customer has to be filled on every level, and it turns into six or seven things you see in the freezer。
I see a point where you think it's expensive and doesn't necessarily mean the brand is laughing。
Sometimes the price is raised by channel costs。
But this does not mean consumers have to keep paying. People who eat are not fools, and they'll ask if you can give me a drink at a more reasonable price。
And then i went back to some historical information, and it looked like a long, long account。
You may not have experienced it, but for a long time in china, almost every city has its own soda brand。
Beijing arctic ocean, chongqing tiancheng province, tianjin mount customs, qingdao, guangzhou asian soda, shenyang temple. The soda market was more like a flower。
Foreign investment subsequently entered, and many domestic sodas followed the joint venture route。
The idea is usually to learn technology, expand markets and open national channels。
As a result, a later well-known story emerged that many brands were gradually marginalized, market shares were squeezed and some even disappeared for more than 20 years。
What does that have to do with today's price
The relationship is direct. The fact that the brand has not been maintained for more than a decade means that consumer awareness has been reshaped。
The soda that you used to drink when your child was a child, suddenly absent from the shelf and restaurant, will be replaced by memories。
The hardest part is not to earn money in a given year, but not to become a national market for more than 20 years, to run the supply chain and to create stable sales。
So now that you think about it, you'll find a lot of things gone。
Plants cannot keep pace, procurement negotiations are weak, channels are re-opened and consumers are re-educated。
Education is not a day and a day, and repurchases do not come by shouting。
This explains why domestic production requires a higher level of return in order to survive。
Of course, it's not just a sigh。
I have found some data directions in recent years, where multiple national product plates are warming up on instant retail platforms, with increases of over 30 per cent per year, and in part close to 60 per cent。
This means that young people are not just used to it。
They are also experimenting with domestic soda, especially after seeing packaging, taste, low sugar and no sugar information。
But here's the big truth. Love only makes you pay for the first time。
People like me working in the kitchen know best. They'll remember your second time。
If it's still sweeter than the old road of addiction, young people will soon switch。
Their focus now is on low sugar, sugar-free, healthy, natural ingredients, clean tastes and sweetness。
So if the domestic soda really wants to calm down, there are three things to do, and each of these three things is directly related to your wallet。
First, the product has to be of quality。
Low sugar, no sugar, specialty flavors are not called out, but are the result of formulations and processes. In order to create competitiveness that others can't replicate, the taste level needs to be clear and the scent right。
Second, it has to be big。
Sales are up, raw material purchases are down, production shifts are down and unit costs go down。
Once size is up, there is room for price, or cash flow is always sustained by price increases and channel profits。
Third, the brand has to be young again。
It's not a new package, but a continuous input。
This kind of game, short video distribution, where new consumption scenes appear, must follow。
Consumers today do not buy only drinks; they buy a recognized choice. You have to make him think it's worth buying over and over again, not getting old。
Speaking of which, i'd like to go back to the freezer that day。
I ended up with coke, not because it must have been better and healthier, but because the price was down there。
The same bottle of soda is four bucks short of my hand, and i'll figure it out。
I believe i would not hesitate the second time if the domestic soda was closer to the price and the taste was in keeping with the habits of young people。
And someone would say, "look, national production is still cheaper."。
That's right. Consumer purses are not always paid for in love, and everyone eats in restaurants, and eventually they are balanced with their daily expenses。
The real ideal state is not who wins, but instead presses the combined cost of a single bottle to a reasonable range to match the product with the price。
I turned the information around and found another point that was most easily overlooked in the discussion。
Many domestic sodas do not attempt to reduce prices, but rather mean lower profits, which in turn affect distribution and channel incentives. If restaurants are reluctant to enter, stock pressure will be placed on the brand. Finally, the market cover is back。
This is how business is done. If we want to lower the price, we have to run the volume and supply chain。
So, back to the question, is the domestic soda selling expensive or not
I'd rather say in a more straightforward way that not a bottle of soda itself becomes more valuable, but that it has to be sold to make the chain work。
You can't agree to this price, but at least you have to know why it came to this。
It's easy to hurt the real business cause by targeting only consumers。
A more realistic discussion should be left where both sides can understand。
Consumers want low sugar without sugar, clean tastes, and price。
The brand wants to stabilize the product, scale it up, and reduce channel profits more reasonably。
One step back and the price difference becomes less impressive。
I'm still writing here, trying to put the question back in the best way of asking questions。
What would you do if you saw $6. 7 or 10 in the restaurant? Select
Will it be cheap or will it pay for the national product
If the domestic soda can be more pro-people's in the stores you go to, and you can make it more stable to have low sugar without sugar and taste, would you be willing to drink a bottle more than buy it once in a while。
