Who turned the "Zhong Xue Gao" into a "lurker"

Under the premise of compliance operations, enterprises have the right to choose low -end or high -end strategies, and the market will make fair and fair judgments. It is just that high prices are not equal to high -end, and brands must ensure that their products are worthy of high prices. It is low or high, and you have to mark the price yard.

"Zhong Xue Gao lurked in a convenience store, ready to give a cumbersome headache for those who check out at any time." This is a ridicule of high -priced ice cream this summer, writing the self -deprecating sadness of netizens. Knowing that you are still buying, it is willing to be willing to be beaten, and consumers will not have a good surprise; the reason why it is called "lurking" is because consumers cannot understand the price of the product, which causes the buying ice cream in convenience stores to become a transformed into a convenience store. "Blind Box"?

In the two well -known chain convenience stores in Beijing, the "incubation action" revealed.按照《关于商品和服务实行明码标价的规定》，开架柜台等采取自选方式售货的，经营者应当使用打码机在商品或其包装上粘贴价格标签，并应分品种在商品陈列柜（架) Pure price is clearly marked according to regulations. The newly issued "Optical Price and Price Fraud Regulations" issued by the State Administration of Market Supervision and Administration also emphasized that operators should be true and accurate when marking, and the signatures are clear and eye -catching. In other words, the price marking is not the bid, even if the number is the same, it has to be obvious at a glance to avoid misunderstandings of consumers.

However, the explore store found that the two convenience stores only displayed the price tag at the edge of the ice cream cabinet, and did not paste the price tag on the product, nor did they correspond to the product. One of the two ice cream sold by one of the convenience stores has no price signing. The salesperson said that the price can only be known only when scanning the code.

Both convenience stores are large chain companies, and their management models should be unified nationwide. It is reasonable to speculate that other convenience stores may also have similar situations. In other words, the probability is the irregular operation of the convenience store operator that violates the regulations of the price bidding, turning the "Zhong Xue Gao" into the "lurker" in the freezer. This behavior may be suspected of violating the price law and should be corrected. In recent years, the regulatory authorities and consumers have paid more attention to the false promotion and price chaos of the e -commerce platform. This time, it reminds everyone that in some commodities and services, the offline market is closer to consumers. Essence

Although there are still one or two yuan of cheap ice cream in the market, it is undeniable that ice cream is generally expensive this year. High -priced ice cream becomes more, there are factors for rising raw materials, and there are also factors that various brands have launched high -end products. Since Zhong Xuegao, Zhongjie 1946 and other brands have opened a market for more than 10 yuan for domestic products, many ice cream brands have high -end dreams. This year's "Zhong Xuegao" replaced the older imported brand Menglong and Haagen -Dazs, which became synonymous with high -priced ice cream. At least it shows that domestic ice cream has squeezed the table of high -end players.

Interestingly, although the price of the price increase, Zhong Xuegao confirmed that the retail price of the product has not risen since 2020. Obviously there is no price increase, but it is complained by consumers. There are channels and market changes behind it -like most new consumer brands, Zhong Xuegao started from online and quickly set a popularity in first- and second -tier cities. The sales instructions of 100 million declines show that the product is very appetizing for target customers. However, in the past two years, as the brand has actively expand offline channels and entered second -tier and third -tier cities, it has reached consumers with high price sensitivity. For this part of consumers, domestic goods still focus on ultra -low -priced or cost -effectiveness, and have not completely established a brand power that can bring high premiums. For the time being, it is not as good as imported brands such as Hagens Dazs. Consumers feel expensive, in fact, it also reflects from the side that the brand recognition is still lacking in a larger scale. It has not kept up the speed of channel expansion, and it needs to continue to work hard.

It ’s a word of saying. Who said that imported brands sell high prices and are justified, and domestic brands can only pursue cost -effectiveness? Under the premise of not engaged in false propaganda, stepping on food safety red lines, and compliance operations, the enterprise has the right to choose low -end or high -end strategies, and the market will make fair and fair judgments. It is only to remind that high prices are not equal to high -end. Regardless of foreign goods, brands must ensure that their product quality is worthy of high prices. Either at a low price or a high price, you have to mark the price yard, and you cannot let the product be a "lurker".

Source | China Economic Network

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