because of the high threshold of entering the supermarket and the big cost, the local cold drinks that occupy the market by the low price sales strategy are generally not going to go into the urban supermarket. Mu Jing
reporter from the Ji'nan Food Industry Association learned from the Ji'nan Food Industry Association, in 2012, the city's cold drink sales of 70 thousand tons, of which Ji'nan local cold drink brand account for 50 thousand tons, accounting for more than 70% of the total sales. However, many people find that urban stores are hard to find local brands of cold drinks in Ji'nan. So where is the 50 thousand tons of cold drinks?
it is understood that, as the city's cold drink market is dominated by famous brands such as Mengniu and Yili, the local cold drink brand strength is not good, so it has to enter the rural market by the advantage of low price.
[b] supermarket can not find local cold drink brand
[/b] reporter survey found that in Ji'nan downtown supermarket, it is difficult to find Ji'nan local cold drink brand. Even in roadside shops, local brands of cold drinks occupy only a small part.
15 noon, on the calendar mountain road in a large supermarket cold drink cabinet, wall's, Mengniu, Yili and Beijing BAXI ice cream placed in the freezer's prominent position, and Ji'nan local cold drink brand group Kang, Xia Junle and so on are hard to find trace. The same happened in a supermarket near Luoyuan street. Many supermarkets have less than 3 yuan of ice cream, mostly ranging from 3 to 20 yuan.
in the freezer of many roadside shops, it is also dominated by Mengniu, Erie, Nestle and other brands of ice cream. In a shop on Lishan Road, there are only Mengniu and Yili brand ice cream in the freezer. The shopkeeper told reporters that he sold a local brand ice cream last year, but because the service and sales volume were not as good as Mengniu, Erie and other brands, so there was no purchase this year. In another roadside cooler, local brands such as Qun Kang and Xia Junle were placed in a more prominent position. "A lot of work around here, these local ice cream is also cheap, thirst quenching, very popular."
[b] local brand based on the low price strategy of the suburban rural rural
[/b], although the city is not "seen" in the city, but in the suburbs, the local cold drink brand is very popular. According to the owner of a shop near the nine district of Wang Guan Zhuang District, there are more local brands of cold drinks in the store freezer, and the price is between 0.5 yuan and 1 yuan, which is better than the ice cream of other big brands.
why is it difficult to find a local cold drink in the supermarket? According to Liu Qingnian, Deputy Secretary General of the Ji'nan Food Industry Association, this is mainly the strategic choice of the enterprise. "Enter the supermarket to get the store fee. The local cold drinks are priced at a lower price and their profit margins are small, and entering the supermarket is not cost-effective. This is a problem for many years, and there was a local [url=http://www.dzwww.com/shandong/sdnews/201306/t20130618_8520377.htm# ":" 1x8eyr8h] cold drink enterprise [/url:1x8eyr8h] went to the supermarket, but after entering the uneconomical, it was still out of the supermarket. " According to Liu Qingnian, the urban and rural joints are basically local cold drinks enterprises in Ji'nan.
"supermarket refund is too slow, and the counter fee is very high, we did not enter the supermarket." According to Yu Hongchang, chairman of Ji'nan Qun Kang group, its sales network is mainly home approved mode, and direct selling points are located in the 17 districts of Shandong province. In addition, there will be some sales in the school store.
"used to be sold in the urban area, but then it was too expensive to quit." According to Wang Shujia, the director of Ji'nan Saint water cold food Co., Ltd., to sell in the city, we need to invest in special ice cabinet, and also need to set up sales channels and invest too much. In rural areas, as long as the delivery can be done, there is no need to put in specialized freezers, so simply quit the urban area.
[b] 50 Fen's real estate ice cream is also rare.
[/b] many people find that ice cream with 0.5 yuan on the market is becoming more and more difficult to find. It is understood that with the rise of manpower and water and electricity costs, the local 0.5 cold drinks products that are playing the leading role are also rising prices. Many people worry that the price advantage of local enterprises will be difficult to emerge after price rises.
according to Wang Shujia, head of Ji'nan Saint water cold food Co., Ltd., last year, there were 10 cold drinks in the factory for 1 yuan, and 5 varieties more than 1 yuan this year. In addition to "cool" brand of cold drink in addition to "cool" and another 0.5 yuan, the rest of the product prices also mentioned more than 1 yuan, and the new release of 3 yuan of ice cream.
according to a shopkeeper of Xinxin street, a group of ice cream priced at 0.5 yuan was sold, and the wholesale price of each box rose by 2 yuan. "There is about 40 ice cream in a box, and the average price is 5 cents. But other retailers did not raise their prices, and I sold them at the original price. "
the head of the local cold drink company frankly, now the cost of manpower, water and electricity have been rising, many products have been selling 0.5 yuan for several years, feeling a little hard, is raising prices. According to Liu Qingnian, many enterprises did not rise in price, but after the rise in prices, sales dropped, eventually lowering prices and adopting small profits but quick turnover mode. Enterprises also expressed optimism: "although the price rises, but because of the market base, in addition to the Mengniu, Yili and other 1 yuan of ice cream, fewer competitors at this price, so the sales of products will not be greatly affected."
[b] a year to eat 50 thousand tons of local cold drink
[/b] reporter learned from the Ji'nan Food Industry Association, in 2012, the city's cold drink sales of 70 thousand tons, of which Ji'nan local cold drink enterprise sales of 50 thousand tons. From the sales point of view, the sales of cold drinks in Ji'nan accounted for 1 billion, of which local cold drinks accounted for 6 hundred million.
"6 hundred million of these sales are created for 4 local businesses." Liu Qingnian introduced that at present, there are 4 local cold drinks in Ji'nan, which are group Kang group, Ji'nan Jun music Dairy Food Co., Ltd., Ji'nan Saint water cold food Co., Ltd., and Shunchang cold drink factory in Ji'nan. Among them, Qun group and Jun Le dairy company account for a large share, and the annual sales account for more than 90% of the sales volume of local cold drinks enterprises.
"although sales are large, the profit and brand effect is not optimistic." Yu Hongchang said that Ji'nan's local cold drinks enterprises are making money by quantity, and a small box of ice cream has little profit. "Now we can't see the local cold drinks in the main urban area, and the local cold drinks are sold to rural areas, which is rather poor."