Recently, a hot topic has sparked a heated discussion on Weibo - "3 yuan drink" seems to be quietly disappearing from our lives.
Many consumers are suddenly finding that the most affordable beverages in the supermarket are becoming more and more scarce. The news of the previous price increase of Master Kong's beverage made young people sigh that the price of iced black tea in the "Soul Harbor" has also increased. So, why have these cheap drinks that used to cost one or two yuan disappeared?Does this mean the end of the "3 yuan drink era"?
A number of beverage companies have raised their products, but the cost is still a market strategy
Since the beginning of this year, a number of beverage companies have raised the price of their products. From Cestbon purified water to Nongfu Spring 19L bottled water, to Yakult's original and low-sugar products with 10 billion live bacteria, and even JuneYao Health, the "first share of lactic acid bacteria drink", have all announced price increases. And Coca-Cola's ** also appeared in May this year to varying degrees**. Behind these price increases, is the continuous cost of raw materials, or the adjustment of market competition strategies?
Drinks really bid farewell to the "3 yuan era"?
I visited some convenience stores, shopping malls and small stores in Jing'an District, Shanghai, and found that if you don't calculate **discounts, the ** of bottled drinks is concentrated in 4-7 yuan, and drinks below 3 yuan have "disappeared". The local ** in Hunan visited a number of convenience stores and supermarkets in Changsha, and found that the drinks were basically 3 yuan and above, and in addition to the first-price goods below 3 yuan, there were only canned Sprite, Coke and other beverages.
Why are drinks getting more expensive?
Lin Yue, chief consultant of Lingyan Management Consulting, said that the price increase of beverages such as Master Kong is mainly due to the continuous production and operating costs. JuneYao Health mentioned in the announcement that the increase in the ex-factory price of some products of the company's "Wei Power" brand is mainly due to the continuous cost of the company's main raw materials, transportation, packaging materials and auxiliary materials.
What do consumers think about the rising price of beverages?
For consumers, the price increase of beverages may bring some dissatisfaction and complaints, but not all consumers will react strongly to the price increase. Young consumers don't particularly care about **, if the product power is enough to match, there are a lot of Internet celebrity drinks that can be selected for 4-5 yuan** positioning.
In general, as consumers pay more attention to health needs, the market for high-sugar soft drinks is being dismantled by more and more healthy new drinks. Price increases may have an impact on consumers, but they are not the only factor in determining purchasing behavior.
References: **Times, Shangguan News, Poster News, China.com, Jiupai News, Beijing Business Daily, etc.).