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可口可乐逆势提价? 销售下滑釜底抽薪
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Topic: 可口可乐逆势提价? 销售下滑釜底抽薪 (Read 115 times)
wall63248555
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可口可乐逆势提价? 销售下滑釜底抽薪
April 11, 2018, 03:12:43 AM
#1
营养快线越卖越差却飙升到5块钱一瓶,它的“难兄难弟”可口可乐也紧随其后宣布涨价。如果你属于铁杆消费者,今后可能要多掏腰包了。
广州日报讯 (全媒体记者涂端玉)你还喝可口可乐吗?如果你属于铁杆消费者,今后可能要多掏腰包了。可口可乐近期宣布对所有可口可乐旗下产品供货价进行上调,幅度为2~3元/箱,价格调整范围目前是北京餐饮渠道3款易拉罐,后续涨价策略可能扩散到全国。记者留意到,可口可乐去年业绩显示净利润同比大跌81%,北美已经先行先试提价策略但收效甚微。
中粮可口可乐饮料(北京)有限公司在说明函中表示,此次价格调整范围仅限于北京餐饮渠道客户的3款易拉罐产品,是公司就特定销售渠道的个别产品制定的营销策略。
可口可乐解释涨价原因为“营销策略”,这与此前中国市场饮料“原材料成本上涨,或人工、运输、仓储成本增加”的涨价原因颇为不同。但是记者发现,可口可乐所谓的“营销策略”并不靠谱,因为三年前北美地区可乐涨价时,当时的可口可乐CEO Muhtar Kent就解释了“营销策略”:“让更多的人享用更多的可乐,以更高的频率,用多一点点的钱。”
北美开始“先行先试”、通过卖各种迷你瓶赚取更多利润却效果甚微。业界认为,这样的“釜底抽薪”之举在中国可能流失更多消费者。
在业内人士看来,从北京餐馆开始试水只是起点,如果平稳过渡,就会普及到全国范围和其他渠道,包括便利店、商超等。而餐饮渠道试水的妙处在于——消费者大快朵颐的时候对饮料价格最不敏感,觉得饮料贵一两块钱很正常。
近两年,随着消费升级和消费者健康意识的提升,曾经的碳酸饮料全球“巨无霸”可口可乐业绩一落千丈。财报显示,去年可口可乐净收入354.1亿美元,同比下滑15%;净利润为12.48亿美元,同比大幅下滑81%。
据了解,这是可口可乐连续第五年出现业绩下滑。对此可口可乐方面解释称,2016年公司在北美及世界各地将瓶装业务出售给特许经营伙伴,严重影响了业绩。
此前可口可乐不涨价是因为其作为快消领域巨头,能够凭借庞大销量实现薄利多销。但随着近年来饮料市场环境产生巨变,可口可乐的市场份额被即饮产品、凉茶、功能性饮料等快速抢占,导致其寻找合适涨价方式保证利润
Potala
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Re: 可口可乐逆势提价? 销售下滑釜底抽薪
April 11, 2018, 05:14:24 AM
#2
多个一块两块的对于现在的人来说根本不算什么吧,况且可口可乐公司这多多年积累了这么多的粉。
Benladeng
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Re: 可口可乐逆势提价? 销售下滑釜底抽薪
April 11, 2018, 07:15:40 AM
#3
这个办法真的有用的。特别在国内市场。 多身体不好的东西就不能随便就能享受到~
Proudmore
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Re: 可口可乐逆势提价? 销售下滑釜底抽薪
April 11, 2018, 09:03:05 AM
#4
良心公司呀。提高包装。提高质量以及卫生。然后调价格到10元以上。 咱们就赚粉丝的钱。
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