Recently, a notice letter from Hangzhou Dingjin Food *** on the Internet has attracted widespread attention. The letter announced that the suggested retail price of Master Kong's medium-packaged tea and juice series products will be raised from the previous 3 yuan bottle to 3$5 bottle;The 1-litre tea and juice range starts at 4 yuan and goes up to 5 yuan. As soon as the news came out, it immediately sparked heated discussions among netizens. However, Master Kong's official customer service and *** customer service have not confirmed the price increase news.
Although the official position has not been clearly stated, market analysts pointed out that the rise in raw material and labor costs may be the main reason for Master Kong's price adjustment. In fact, in recent years, affected by a variety of factors, the beverage industry has become a trend, and low-cost beverages are gradually withdrawing from the market.
Taking white sugar ** as an example, since the beginning of this year, white sugar ** has continued to rise, and the sugar price index in September has increased by 9 compared with that in August8%, the highest since November 2010. Although the sugar price index fell in October, it was still 466%。
In this context, the 3 yuan drink is gradually disappearing. Master Kong's 1-liter "Dick Silk Drink" retail price adjustment to 5 yuan bottle is a clear example.
In addition, the popularity of beverages has also become an indisputable fact. In May this year, a number of brands, including Coca-Cola, raised prices to varying degrees. In recent years, new products launched by brands such as Nongfu Spring and Yuanqi Forest are mostly priced at more than 5 yuan. At present, the bottled beverages on the market are mainly concentrated between 3 yuan and 7 yuan, and there are only a few kinds of about 3 yuan, and most of them are mainly tea and fruit juice drinks under Master Kong and Uni-President. In some convenience stores, drinks under 3 yuan are hard to find.
In the face of beverages, consumers' sensitivity to beverages is also improving, especially for cost-effective considerations. Therefore, in addition to considering the cost factor, the brand needs to fully evaluate the market acceptance and its own brand image when adjusting. At the same time, brands can also balance cost pressure and consumer demand by improving product quality, enriching product lines, and optimizing the best chain, so as to maintain an advantage in the fierce market competition.