In the early summer, the sound of a drink price rises, this time with a drink giant coca-cola。
On 29 may, the daily economic news journalist saw a 600 ml of coca-cola bottled with plastic at a large supermarket in wuhan, at a price of $3. 2. In addition, there are convenience shop owners who have indicated to journalists that the price of coca-cola has risen by one wave this year。
In fact, just last november, the subject of the “inflated prices of master kang” ran into microblogging. In addition, there have been rumours of recent increases in pepsi coke prices. There's been a lot of news about the giants' price hikes
There's a convenience store, coca-cola
According to recent information, some of the product adjustments were published in the form of circulars from hubei taco cola, jiangxi taco cola and zhengzhou taco cola, suggesting that the retail price would be adjusted from $3. 00 to $3. 5. 00。
Did coca-cola really go up? On 29 may, the daily economy news saw in a supermarket in wuhan guangya that the usual 600 ml of plastic bottled coca-cola sold at a price of $3. 2 per bottle. In a snack shop near the vicinity, 600 ml of plastic bottled coca-cola was sold at a price of $2. 4/bottle。
On-line (in a coca-cola flagship shop), on 29 may, journalists did not see 600 ml of plastic bottled coca-cola. Twenty-four bottles of 300 ml coca-cola with plus members arriving at a price of $39. 02 per box, converted to approximately $1. 63 per bottle。
On 29 may, in connection with the increase in the price of coca-cola, both the coca-cola flagship and the coca-cola tincat flagship were informed that no notification had been received. On the same day, the daily economic news journalist contacted coca-cola without a response。
In the impression of some consumers, coca-cola is slightly more expensive. For the price of $3. 2 per bottle in a supermarket in wuhan guangya, mr. Yang, a citizen of wuhan, stated that “the previous 600 ml of bottled coca-cola was $3 and a bottle was raised by 20 cents”。
The owner of a convenience store in hubei, hu shenghua (alias), told journalists that there were generally two delivery channels in the shop, namely, an upstream wholesaler and a fresh platform. When imports are small, the shop usually chooses to pick them up on fresh platforms, but after the beginning of the year, the price of fresh platforms for coca-cola has increased a wave。
In the case of 600 ml of coca-cola, 24 bottles of coca-cola, hu's presentation was about $50/box, but this year it rose to $53/box. As a result, the purchase price of coca-cola increased from $2. 08 to $2. 21/barrel, or approximately 0. 13/barrel. Of course, in a modest increase, retail prices in the shop did not rise。
Within industry: not excluding some brands following up on price increases
The price is higher than coca-cola. The beijing business journal reported that in may, multiple soda products under the pepsi flag were explicitly priced, and that, in addition to recommending a retail price adjustment of 550 ml of main power products to 3. 5 yuan, pepsi beverages were recommended for 900 ml of pepsi, 7 hsi, and united states-american series products for a retail price adjustment to 5. 00 usd/bottle. In this regard, journalists have also contacted pepsi coke, but no response has been received。
“in recent years, under the pressure of rising costs, many brands have had to maintain the māori rate by increasing prices.” on 29 may, china's food industry analyst, zhu danbong weishin, was interviewed by a journalist for daily economic news. Coca-cola and pepsi coca-cola, as the leading industry, were well developed in terms of the integrity of the industrial chain, and the price increases in recent years were not very high. This increase was probably due to cost pressures。
According to the situational analysis of the carbonate beverages industry in china, 2022, published by the forward industry research institute, coca-cola and pepsi-cola accounted for nearly 90% of the domestic market share of carbonate drinks in 2021, of which coca-cola had a market share of 53. 4%。
Are other beverage brands on the market to follow in the future? “an enterprise may tailor its strategy to its own circumstances.” jordan indicated that in order to increase market ownership and combine its strengths, some enterprises might not follow up on price increases. However, the increase in the price of coca-cola and pepsi-cola, as the leading industry, is somewhat representative and will not preclude some brands from following up on the increase。
In fact, the increase in the price of drinks is not new. Last november, master kang's price hikes went into microblogging。
"the general price of master kang has increased." hu told reporters that the usual master kang tea and green tea, 500 ml, was 15 bottles, compared to $30/box ~31/box last year, but increased to $35/box this year. Inverted, two or three cents per bottle。
According to hu, brands and middle-channel dealers are very troubled about price increases. For example, following an increase in the price of master kang, there were rumours that the price of unification would increase, and for that reason he had hoarded a single stock, which had not subsequently risen。
Can the old domestic soda brand seize the opportunity
With the rise of national tides, the ancient brands of oil and water in beijing, the arctic ocean, the ice peaks in shaanxi, the “big kiln” in inner mongolia, and the guangdong “hand power” have returned to public view for almost two years。
What's the plan for the old brand of national soda? The second plant is an old brand of soda originating in wuhan, which was set up last year by the first frank in hubei, and launched a brand of wuhan ii。
On 29 may, in an interview with the daily economy news journalist, ransy shin stated that the “wuhan ii” plant would also maintain its original price and that this summer would be boosted by $1. 99/cans of fruit juice and water products, “we will use this opportunity to seize market share”。
There are also divergent views within the industry. “the increase in the price of coca-cola and pepsi is not significant, nor is the amount of market space available.” jordan is less optimistic about the country's old brand of soda to take this opportunity to increase market share. He indicated that, with the help of telemarketing, some of the domestic brands, while returning to public view, had not produced good brand and size effects in the past two years. In the distribution of channels, most of them remain predominantly catering; from a geographical point of view, they are targeting individual regions or cities without achieving a national distribution。
Of course, the increase in the prices of the merchants is ultimately consumer pay. From hu's experience, consumers remain sensitive to prices in the absence of clear product differences. He explained that after the increase in the price of mr. Kang's drink, the price of his own shop had risen, and the price of $3. 50 had risen. In such cases, some customers prefer to choose a uniform drink at cheaper prices。
In an interview with journalists on 29 may, the quick-receiving expert, xiaoqin xiaoqin, stated that for consumer goods, the willingness of channels to sell and the willingness of consumers to buy were two key points. Consumer consumers used to give greater importance to the channels of solicitation, but now it becomes even more important to please consumers with the rise of electricity suppliers and the diversification of channels. “how to build a brand to give consumers a good experience is a key point in the current marketing of consumer goods.”
