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脉动被指渠道压货严重 还能“卖得动”吗?
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Topic: 脉动被指渠道压货严重 还能“卖得动”吗? (Read 215 times)
Lindafgdf
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脉动被指渠道压货严重 还能“卖得动”吗?
February 28, 2017, 10:06:36 AM
#1
近期,达能集团披露2016年度业绩报告,功能饮料“脉动”未能跟随集团其他板块业绩增长的步伐,去年全年销售额出现了下滑。达能方面的解释是“受到市场转型中库存调整的影响”。
过去几年里,脉动在中国凭借瓶装功能饮料市场占有率第一的销售数据,龙头地位相当稳固。但在业绩连续强劲增长后此次骤然下滑,业内哗然。
就在脉动有所下滑的同时,另一大功能饮料品牌中国红牛也面临着商标授权终止的风险。
对于功能饮料市场,业内分析,功能饮料同类产品数量骤增,产品差异化却并不明显,由此引发了价格战、互相蚕食市场等现象,加剧了品牌竞争压力。由此造成的行业动荡,将增加这一品类市场的不确定性。
脉动销售下滑受累于库存压力
法国食品巨头达能近日披露2016年度业绩,去年达能集团整体销售额稳步增长,全年销售额达到219.44亿欧元,同比增长2.9%。
业绩显示,在达能旗下的诸板块中,鲜乳制品、生命早期营养品业务和医学营养品业务均实现了不同程度的增长。其中,达能集团的饮用水和饮料业务销售额同比增长2.9%。
在整体稳步增长的同时,达能财报中却称,“在中国,脉动的销售额在四季度同比取得增长,但是受到市场转型中库存调整的影响,全年有所下降”。达能还称,这一转型在2017年将持续,达能将继续通过有针对性的投资,致力于保护市场份额,确保未来增长,同时保护脉动的盈利能力。
但对于脉动销售额的具体下滑情况及达能方面所解释的“受到何种市场转型影响”具体所指等问题,新京报记者联系达能集团采访,截至发稿,达能集团尚未对相关问题做出回应。
公开资料显示,继“红牛”在中国市场畅销后,脉动于2003年上市。据媒体报道,脉动在瓶装功能饮料以及维生素功能型饮料市场中一直位于前列。从销售数据来看,自2010年至2015年,脉动在瓶装功能饮料的中国市场占有率稳居第一。2013年至2015年终端零售额分别为67亿元、86亿元、98亿元,年增速稳定在两位数,在同品类市场竞争中表现十分抢眼。
“脉动2016年可能下滑了30%多。”中国品牌研究院食品饮料行业研究员朱丹蓬分析,尽管2015年脉动的市场销售一片火爆景象,但实际上的销售并没有看上去那么多,“压货压得很厉害”,由此造成了2016年下半年以后呈现出渠道崩盘的状况。“尽管公司新推出了几个口味,试图挽救这一状况,以增加销量,但结果整体销量并不是很好。”
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Re: 脉动被指渠道压货严重 还能“卖得动”吗?
February 28, 2017, 10:21:16 AM
#2
最低级的代理,实际就是终极客户!这是传销的显注特征!
samuel001
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Re: 脉动被指渠道压货严重 还能“卖得动”吗?
February 28, 2017, 10:55:07 AM
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搞代理模式货卖不出去都是代理吃亏了
shawn92
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Re: 脉动被指渠道压货严重 还能“卖得动”吗?
February 28, 2017, 03:51:33 PM
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pandajunny
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Re: 脉动被指渠道压货严重 还能“卖得动”吗?
February 28, 2017, 05:56:13 PM
#5
脉动卖的还行,不过竞争对手实在是太多了
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脉动被指渠道压货严重 还能“卖得动”吗?
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