High-end bottled water has reduced prices, and 3-4 yuan may become the mainstream price

Jimu Journalist Zhou Dan

Summer is the peak season for drinking and mineral water consumption. Recently, some sharp -eyed consumers have found that some high -end bottled water with high prices in previous years has declined, and the decline is not small.

What exactly is the high -end bottled water of multiple brands of high -end bottled water? Analysis of retail employees analyzed that when the bottle water brands found that consumers "did not buy" high -priced mineral water, or when the growth of the original consumer group increased, the low -price promotion strategy became the brand's first choice, thereby catering to the more popular consumption of consumption group.

The price of high -end drinking water has been explored one after another

On July 21, in a large supermarket in Wuchang Crab, Journalists saw that a brand of mineral water that was once sold for more than a dozen yuan per bottle. After the promotion was discounted, the price of a single bottle was only more than 4 yuan.

"The brand is very cost -effective. Recently, it has been sold well and is replenishing every day." Salesperson introduced.

In a small supermarket in Dongting, Wuchang, the reporter saw that compared with last month, there were several high -end bottled water here. "This mineral water has a bottle of more than ten yuan, glass bottle, we have sold it before, basically can't be sold, and now the price has dropped, less than 5 yuan, we will enter some again at the beginning of the month. The sales volume is pretty good, "the store advocates that Mr. said.

After a certain online platform is folded, only 3.5 yuan per bottle

In addition, the unified love to praise natural mineral water with a price of 4.6 yuan. Many supermarkets have promoted 6 yuan and two bottles, and even the promotion price is 2 yuan/bottle. Earlier, Yiyun would sell more than 10 yuan per bottle, but now 24 bottles of 500 ml of mass vendor installation, the official website coupon is 185 yuan, equivalent to 7.7 yuan per bottle; Tmall supermarket is sold cheaper, 3.5 yuan per bottle after folding; After Kunlun Mountain has sold 5 yuan for more than ten years of mineral water, the price also reduced the price to 4 yuan this year; when the vitality forest has a small-scale test of mineral water, the online channel is about 5 yuan, and the offline channel is 3-4 yuan Essence At the communication meeting last month, the recommended retail price was determined to be 3 yuan.

Netizens wondered: With the trend of consumption upgrades in recent years, the price should go up. Why is it reduced?

Some retailers analyzed that when the bottle water brands found that consumers "did not buy" high -priced mineral water, or when the growth of the original consumer group increased, the low -cost promotion strategy became the brand's first choice, thereby catering to the more popular level. consumer group.

Drinking water at 3-4 yuan is optimistic about the market

According to Southwest Securities analysis, the average price of bottled water driving 550ml of consumption upgrade rose from 1.66 yuan in 2005 to 2.32 yuan in 2020. At present, among the mainstream 2 yuan price band, Nongfu Spring and Yibao occupy an absolute advantage. In recent years, the proportion of 2 yuan has increased rapidly, and the water share of 1 yuan has been squeezed. Under the trend of the overall price zone of the industry, there is still room for growth in the market for more than 3 yuan.

The higher the price of the product, the higher the profit of manufacturers and dealers.

Some people in the drinking water industry revealed that taking a high -end brand drinking water at a box of 120 yuan as an example, its production cost is about 25 yuan, the national logistics cost is 10 yuan, plus other costs, the profit margin is also above 60%. "For the aquarium brand that takes high -end routes, seizing water is a one -time investment, and the most important cost investment in the later period is transportation costs. With more than 60%of the profit margin support, it will not lose the pair of discounts."

Zhu Danpeng, an analyst at Chinese food industry, believes that the competition in domestic high -end drinking water brands has not yet reached saturation, and many similar brands are still deeply cultivating the domestic market. Due to the difference in price difference between several major domestic high -end water brands, direct competition has not been formed, and a stable market share has been maintained. However, now that some brands have frequently reduced prices and increased the amount of goods, they have intensified competition.

However, although the price of high-end bottled water has been reduced, it is still more expensive than the Nongfu Spring and Yibao of 2 yuan and one bottle, stuck in the gear of 3-4 yuan.

Why stuck in this gear?

"In recent years, the proportion of drinking water at a price of 2 yuan has increased rapidly. Drinking water of 1 yuan per bottle. Although the price is cheap, the sales volume is not good." The above -mentioned industry analysis, under the trend of the overall price of the industry's price belt, 3 Bottle water above yuan still has a relatively large market growth space, because the current price of 3 yuan is a certain price, which is generally highly acceptable for consumers.

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