Many people underestimate Coca-Cola's determination to raise prices, believing that it takes time for the price increase to be transmitted to the end and is not easy to achieve. However, since the release of the price increase letter, after more than a month of market layout, the wind of Coca-Cola's price increase has finally swept the country, and discount stores are no exception.
On June 28, Jiangxi Swire Cola announced that Zhao Yiming Snacks and Snacks Youming will stop selling 500ml Coke and Sprite products. According to the announcement, this move is in response to the manufacturer's request for price increases, and after the existing inventory is sold out, the bottled products of Coke/Sprite and Coca-Cola will be completely removed from the shelves.
1.2 yuan of mineral water, 2.4 yuan of cola, 10 yuan to buy a big bag of snacks It is very common in mass snack stores. With the storm of Coca-Cola's price increases, even if it is a "low-priced" snack store, it is impossible to sell 2.4 yuan of Coke products in the future.
Coincidentally, Leerle, a typical representative of hard discounts known as the "price butcher", also issued a notice that since May 10, the price of 500ml Coke/Sprite series drinks has been adjusted from 2.5 yuan to 2.9 yuan, and 888ml Coke/Sprite series drinks have been adjusted from 3.5 yuan to 3.9 yuan.
Coca-Cola's price hike swept the country
In April, Hubei Swire Coca-Cola, Jiangxi Swire Coca-Cola, and Zhengzhou Swire Coca-Cola successively issued notification letters on the price adjustment of some products, stating that the supply price of some products will be adjusted from late April, with a recommended price of 3.5 yuan, involving products including 500ml Coke/Sprite/Fanta/eye-catching/zero-degree/zero calorie, etc.
June is coming to an end, and beverage sales are in the "peak season" of the year. At this time, more than a month has passed since Coca-Cola announced the price adjustment. Did Coca-Cola really increase its price?
At the beginning of April, the pace of price increases of various merchants was not consistent, and most of them took a wait-and-see attitude, and did not dare to lead the increase to offend customers. At the end of June, the food industry learned from distributors and retailers in Hebei, Hubei, Jiangxi, Henan and other regions that the 3.5 yuan/bottle of Coca-Cola has been initially transmitted to terminal stores and restaurants. Judging from the current on-site visits, one month after the price increase letter was issued, Coca-Cola, which is 3.5 yuan/bottle, has gradually covered terminal stores.
"The previous inventory has been sold out, and the price of new arrivals has increased, so the retail price has also risen." A group of developers in Shijiazhuang said to the food industry. In addition, some channel providers revealed to the food industry that relevant companies are making inventory adjustments at the same time to ensure that the price increase strategy can be effectively implemented.
According to the delisting notice issued by COFCO Coca-Cola Huazhong Beverage Co., Ltd., the company has decided to stop supplying 888ml of Coke, Sprite and Fanta products, and carry out the delisting lock operation.
This move means that the 888ml specification product will make way for the smooth price increase of the 500ml main product. Obviously, Coca-Cola has really raised its price, but there is still a question mark over whether Coca-Cola's price increase is successful or not.
Say goodbye to the era of 3 yuan drinks
In fact, Coca-Cola is not the only one that has raised prices due to rising costs, but Pepsi Cola and Master Kong Drinks have taken the lead in raising prices since the beginning of this year.
PepsiCo's multiple notification letters indicate that from mid-May, the retail price of Pepsi-Cola soda will be adjusted, of which the suggested retail price of the main product of 550ML will be adjusted to 3.5 yuan. At the same time, with the adjustment of the recommended retail price, the proposed price of goods supply has also been changed accordingly.
Since the beginning of this year, Master Kong's packaged tea/juice series (mainly 500ml) has risen from 3 yuan to 3.5 yuan, an increase of 16.67%; The 1L tea/juice series has risen from 4 yuan to 5 yuan, an increase of up to 25%.
In addition, mainstream beverage brands such as Pocari Water, Yakult, and Suntory have raised their retail prices in recent years, which has led many consumers to say that "there are fewer and fewer drinks under 5 yuan".
In the long run, it is inevitable that drinks will become more expensive, but how to raise the price is a science. How to balance this contradiction is a difficult problem faced by many terminal stores. In fact, the price increase is not simply to increase the price, but also a strategic adjustment, which needs to comprehensively consider market demand, cost changes, competition and other factors, balance the relationship between customer sentiment and profits, and achieve sustainable development.
For the industry, the price increase of leading companies is often seen as a positive factor, as it helps to improve the profitability of the entire industry chain. However, behind the phenomenon of price increases, there is a game of interests between consumers and retailers, and retailers need to find a balance between price increases and market demand.
Has the price of Coca-Cola/Pepsi/Master Kong increased around you? Welcome to leave a message at the end of the article!