Sanxiang *** full ** reporter Huang Yaping.
A pack of pork jerky is nearly 7 yuan cheaper, a real discount. On December 11, Ms. Deng, a citizen of Changsha who had not walked into the snack shop for a long time, bought several discounted snacks at the price tag of "member price" in the snack shop of BESTORE on Cai Yi Road. ”
After BESTORE took the initiative to reduce the price of more than 300 snacks, the retail list it provided to consumers also showed the price reduction with receivables and actual receipts. ）
Mass selling snacks entered the Warring States Period, and the fights and games in the shopping mall were always particularly eye-catching. Standing at a fork in the road, whether to survive by cutting prices or insisting on the high-end route at the risk of losing their qualifications at the poker table, BESTORE gave the answer with an internal open letter to all employees.
A few months ago, in the face of Hema Fresh and Sam's Club, which wielded a sickle and started a war inward, consumers bluntly said that "high-end business wars often only need the most simple way";A few months later, the first war has become an industry trend, and consumers hope to stimulate consumption differently in addition to price reductions.
Breaking the wrist to survive, more than 300 snacks are sold at a discount in BESTORE
Yesterday there were Alipay vouchers and full gifts, and the event ended today. However, today there is a member price in the store, and the discounts on the products with the member price are quite large. On the afternoon of December 11, in the snack store of BESTORE on Cai Yi Road in Changsha City, I saw a consumer pushing the door into the store, and a female clerk enthusiastically promoted it.
In the store, all kinds of snacks are full, and star products such as air-dried beef, shredded beef, and pork jerky are all labeled with eye-catching VIP members-only price tags, and the original retail price is 899 yuan Jin of loose pork jerky natural slices, after the discount dropped by 30 yuan, estimated by about 6 bags per catty, each package of ** dropped by about 5 yuan.
BESTORE's price reduction action started half a month ago. Yang Yinfen, the new chairman and general manager of BESTORE, issued an internal open letter to all employees on November 29, firing the first shot of "price reduction without quality reduction". The letter clearly stated that the largest price adjustment since the establishment of BESTORE 17 years ago was carried out, with an average price reduction of 22% and a maximum reduction of 45% for 300 products, and the discounted products were concentrated on snacks with cost optimization but not affecting quality and high repurchase rate.
If you don't take this path, you will die!Yang Yinfen mentioned in the open letter that competition has made the company more aware of its own problems, that is, consumers think that BESTORE's products are higher. Therefore, the company decided to return to "everyone's shop" to make consumers feel that the product is "delicious and inexpensive".
In order to "survive", BESTORE aimed the first knife of change at **. Sanxiang *** reporter noticed that the price reduction items include beef jerky, egg jerky, grilled sausages, etc., and grilled sausages from 849 yuan jin dropped to 499 yuan catty, dried eggs from 399 yuan jin down to 299 yuan catty, Qiao bean skin, roasted gluten, crispy spicy slices, etc. dropped from 1 yuan bag to 08 yuan bag, has become a rare "few cents snack" in the store. On the retail orders provided to consumers, the range of price reductions is also highlighted by receivables and actual receipts.
Sanxiang *** reporter learned that before the release of the open letter, BESTORE had made many internal statements on price reductions, trying to use labels such as "survival price" and "conscience price" to re-win consumers, and then both plans were rejected, and the most clear "membership price" was directly used.
Lose the "snack assassin" label, and return high-end snacks to cost-effective
Since 2019, BESTORE has been developing towards the strategy of "high-end snacks", and has been nicknamed "snack assassin" by netizens many times because of the high unit price of snacks such as duck tongue, squid, and pork jerky.
Japanese-style plum cakes are delicious, but a small pack costs 6 yuan. Pick a basket in the store, and you can't go out without 500 yuan or 600 yuan. Ms. Deng bluntly said that in the first few years when snacks were very busy and snack shops such as Dai Yonghong were rare, BESTORE was indeed the preferred brand for buying snacks during the Spring Festival and self-driving travel, "Now that snack shops are opening everywhere, BESTORE is not so indispensable." ”
Price reduction seems to have become the main theme of the industry. In addition to BESTORE, the three squirrels and baicaowei, which were once known as the three giants of high-end snacks, also started a first-class battle. At the end of 2022, Three Squirrels clarified the core strategy of "high-end cost performance" for the first time, realizing profit overflow by optimizing the whole link of the ** chain, and at the same time transferring profits to consumers to achieve high quality and cost performance.
For a long time, Three Squirrels and BESTORE have been synonymous with high-end snack food, and the product premium mainly depends on brand IP, especially Three Squirrels, which has won the favor of many teenagers and young children in product IP. Gao Jianfeng, an expert in the FMCG industry, said in an interview that under the premise that high-end cannot break through the upper limit of gross profit, it will be crucial to obtain an incremental market, and more brands may join the battle in the future.
However, it remains to be seen whether the price reduction will continue to attract customers. Some industry insiders mentioned that the optimization of the first chain, the classification of raw materials to achieve maximum use and other practices to achieve the best down, it is easy to touch the red line of the company's gross profit, and it is not excluded that there will be the ultimate squeeze of the first business behind the first war, and the practice of taking off the shelves within a time limit, "Consumers will only buy once or twice after the price reduction, and all brands are fighting the first war, and the formation of continuous repurchase depends on the brand community operation and single product innovation ability." ”