New zhongqing-chongqing daily news, journalist jan zhou qiqia
“boss, have you got any ice?” on august 26th, at 11 o'clock, a sweaty man walked in at the hao-yong lok lok lok lok lok。
"yes, take it yourself, a bottle of $3. 50." the boss queen's day answers。
"isn't it three dollars? You're selling more expensive?" the man asks while he's cleaning up。
"no, it's all over the place. You can ask whatever you want." queen's day answers。
“during these two months, customers are asked about this almost every day in the convenience store.” the queen's day said that since may this year, the wholesale prices of pepsi and coca-cola have risen, and their retail sales have only followed up。
Two global coca-cola giants, pepsi and coca, why do we have to make a fast-selling deal to end decades of the three dollars era? How would this affect the market for drinks like soda? In response, the chongqing daily journalist conducted an investigation。
There's a marked increase in costs
Most of the supermarkets, convenience stores, have increased their prices
What's the price increase for the two? On the occasion of the fourth of july, a bill was made: the purchase price of the previous 500 ml coca-cola was about 1. 9 to 2 usd/barrel, and from may onwards it rose to 2. 3 to 2. 4 usd/barrel. Taking into account the costs of logistics transport, electricity for freezers, etc., if three more bottles were sold, they would simply “not fit”。
It's not just the fourth of july. Journalists visited a number of convenience stores, small supermarkets and large businesses and found that the price of “twice” had been adjusted upwards, for example, 500 ml of bottled coke, with an increase of between 5 and 8 cents per bottle. And in the big supermarkets of yonghui, 100, 500 ml of pepsi coke sold 3. 8。
The price of the two songs has been increased. Reporter qiu xiaoya
“it has increased for more than two months, with a slight adjustment of the seven giraffes and the years.” a salesman at the yonghui supermarket at the takeshi kuen-shik kim shop in the yangtze district。
Although the increase was less than one dollar, consumers felt it. “summer was a hot season for the sale of coke, and it was not a very good time for the price to rise.” coca-cola's enthusiasts commented that he had been drinking three coca-colas for decades, and that the price increase was low, but he was not feeling well。
Businesses don't want to raise prices. As indicated on the occasion of the fourth of july, the volume of “two-love” sales declined slightly from the same period last year because of price increases. In contrast, the owner of a small supermarket in the south coast region indicated that consumers were sensitive to prices and that they were afraid to raise their prices easily. “there are some stocks of `twilight music' before the price rises, so sell the batch at $3, then watch the market.” the boss said。
In fact, the “two-love” had been “higher” before, but in a reduced way, it was not obvious to consumers. For example, the 600 ml suit was changed to 500 ml, but the standard of $3 was not moved. But in recent years, the costs of the soda industry have been high。
White sugar is the main material for determining the price of high sugar beverages such as coke. In recent years, production in sugar-producing countries, such as india and brazil, has declined and raised white sugar prices due to weather and other factors. In september last year, the white sugar offer amounted to $7390 per ton, a new high of almost 13 years。
Wang xiaoling, secretary-general of the chongqing city retailers association, stated that, in addition to raw materials, the cost of boxes, bottled materials, transport, etc., was also rising, which directly led to the “three dollar” low price before the “two bells” could not continue。
"the rise of a domestic brand"
Great kilns, the arctic ocean, and the tien-cola, among others, began to attack the city
Why didn't you suddenly insist on the cost fluctuations and the two musics for decades? Chiang lin's opinion is that the market is more competitive。
He said that in recent years many domestic brands of soda had begun to rise, ranging from the old brands of the arctic ocean, ice peaks and heaven, which had returned to the market, to the “new army” like large kilns, which had had an impact on “twilight”。
"our store sells the highest amount of beverages every month in a large kiln, and then in the arctic." the person in charge of the fire barbeque said that there were “two cheers” in the store, as well as drinks such as yie and wang jie, but this year, it became clear that the brand of domestic soda was better than “two cheers”。
Ting yan, the director of the old firepot, also stated that the best drinks sold in the store were the glass-bottled cora and the arctic ocean, which used to sell very high volumes, but that the number of people drinking had been significantly lower in the last two years。
Journalists also visited a number of hot pots and barbecues and received very different answers, with almost every director saying that the sales of the “two musicals” were much lower than before, but that the brands of the temple and the major kilns were getting better and better。
“this is the consumer's acceptance of domestic soda and even the whole domestic drink.” chiang lin stated that, in view of the current drink market, domestic beverages have led many subdivisions, such as mineral water, soda, sugar free tea, etc. The market for soda, which has been dominated by “two-a-laze”, has been meeting the challenge of national brands in recent years。
Take heavenly coke, for example. It used to be a “national drink”, at its peak, to account for 75 per cent of the domestic coke market. However, for a number of reasons, the market once disappeared. In 2016, tien cola officially returned to chongqing “from scratch”. Following the pre-spare, it has succeeded in establishing itself at the chongqing market。
It was reported that, over the past three years, there had been a 60 per cent increase in the sale of tianjin coke, accounting for about 10 per cent of the chongqing coke market, with annual sales of nearly $100 million。
The arctic ocean has a similar experience. It used to be a “childhood taste” for many beijing people as a brand of beijing soda. In 2011, the arctic ocean officially returned to the market and its sales rose and is now the most popular brand of soda in the streets of beijing。
“although in the past `twice' increased prices, they can be kept low because of the low competition and high sales.” chiang lin said that it was not likely that many domestic sodas would continue to attack the city and rob the market if they were to maintain the low price of $3。
Take the new opportunities and grab the new track
Chongqing's home-grown beverage brand is about to write about channels
Despite the price increase, “twice” has an absolute say in the soda market, especially in the subdivision of coke。
Wang chao ling believes that an increase in the price of “twice” could lead some consumers to reduce their purchases or switch to other brands. However, the “twice” brand loyalty and market occupancy are very high and can largely offset the negative effects of price increases. And the fact that god's coca-cola and arctic brands have been priced higher than "twice" would make it less resistant。
How can we seize the opportunity of this "reduced price" wave? Chiang lin replied: channels。
He referred to the “three dollars” once used to be the lowest price in the soda market. The increase in the price of “twice” reduces the gap with the price of the brand of domestic soda and increases the willingness of consumers to purchase other drinks. As a result, the source would like to introduce more types of drinks。
"the beverage market, the channel is king." chiang lin, for example, has, in recent years, put a lot of effort into the catering channels, especially the “best taste” type of glass bottled, which is well suited to cities such as chongqing, with a strong impact on “twice”。
Another channel is the electrician。
Not so long ago, “with fai” arrived in chongqing and carried out a delivery of concert to tianjin during a live broadcast. In two days, the studio sold millions of live music and now some factories are unable to do so. Thus, the issue of how to enhance sales through electric power channels is also an important issue in the branding of domestic soda, including the cora de tien。
“most of the country's oil-producing brands are now in the form of `one city, one soda'. The local market will be stabilized and gradually expanded.” chiang lin said that the tien-cola has its advantages compared to other brands of domestic soda: in the area of coke, except for “two”s, it has the highest reputation. To date, the tien cola has achieved full coverage of major cities throughout the country and is gradually expanding its channels。
The chief of the electronics division of the city commerce commission, tang tseo, stated that electric operators could provide an important vehicle for the expansion of the market for chongqing beverage brands, such as tiancai, and that chongqing enterprises would seize new opportunities, seize new tracks and pursue new developments. Following this, the city will increase online and offline marketing, increase chongqing brand influence and market coverage, promote multi-channel outreach to businesses, and encourage branding firms to operate more intensively on the brand through shop-based, live, direct and open。
