Origin: Beijing business signs up for
As meal course of study gradually get warm again after a cold spell, " rise in price wet " topic frequency ascends hot search a list of names posted up. Afterwards sea floor scoops up dish to taste appear after rising in price, happy tea also is exposed to the sun to give much money product to rise in price 2 yuan. On April 9, chief tells Beijing business signs up for a reporter related happy tea, this tone price is belonged to adjust what be based on cost normally. Meanwhile, the tea of snow of Nai of card of another tea drink also is put in the price to adjust. However, beijing business signs up for reporter discovery, also many meal enterprises are not a choice to rose in price to increase favourable strength however. Inside course of study the personage looks, to hind of go back to work rise in price disturbance, attribute market action, promotion of its operation cost is crucial reason, and also many enterprises choose to enlarge the market to have through favourable strength rate, this be decided by goes to an enterprise oneself runs ability and strategy.
01
Bull ministry brand rises in price
"Product of happy tea much money rises in price 2 yuan " " tea with milk exceeds 30 yuan you still can be drunk " the topic that becomes a list of names posted up of hot now search. Many netizens are releasing a message to say on sina small gain, product of happy tea much money rises in price, be like " wave of wave of tea with milk " " berry of Zhi Zhi berry " " meaty grape " the price that waits for a product is in so 25 yuan, 30 yuan, 28 yuan foundation rose 2 yuan. To this, chief expresses related happy tea, rise in price belong to adjust what be based on cost normally.
In the meantime, the tea of snow of Nai of card of another tea drink also appeared the phenomenon that individual product value adjusts. To this, beijing business signs up for a reporter to interview the tea of Nai snow, chief expresses related its, because raw material value changes to shed cost to fluctuate with content, to make sure product quality and user experience, undertook be adjustmented appropriately to the partial product value of partial section. For example, product bully enrages Zhi person strawberry to waited for Hua Na area to increase 1 yuan in Guangzhou Shenzhen, and aureate mountain range is in Zhi person the key of Hua Dong area such as Hangzhou became low 2 yuan.
However, while brand of head of partial tea drink rises in price, the tea drink trademark that fixed position controls 15 yuan in price did not appear rise in price, instead some brands begin to roll out favourable discount ticket. Beijing business signs up for reporter discovery, COCO of tea drink card can issue favourable in a limited time information in small letter platform now, show according to information, consumer can enjoy lowest through buying a coupon 5 fold or buy 2 give the privilege of 2.
About the circumstance that rise in price, in consumption end caused controversy. "They have the right that rise in price, and we have the choice that does not drink " " substitute is so much, can drink other " this is to be in the comment that heats up assist of search topic midpoint to count rank front row about be fond of tea to rise in price. But also the netizen expresses, "The impact is not big, like a brand " . Initiate according to sina news " does tea with milk exceed 30 yuan can you still be in drink? " the topic is voting in light of, participate in in 600 thousand person in polling, the person that has 63.5% chooses " won't, be risen in price to persuade to retreat " option, the person of 29.5% chooses " not certain, but very few meeting is drunk " , only the person of 5.3% chooses " of the meeting, after all Buddhist monastic discipline is not dropped " option, the person of additionally 1.3% chooses " other " .
02
Cost rises into advocate because of
As gradually answer of go back to work is produced, meal hall is fed also gradually " get warm again after a cold spell " , reporter of Beijing business newspaper visits Beijing many trade group sees, fire of happy tea, burner, contend for the door inn such as delicacy to begin to appear circumstance of coordinate queueing up. However, hall feed get warm again after a cold spell while, passenger flow not stable, cost rises to also give meal enterprise answer bring new challenge, also become the direct factor that at present many meal enterprises rise in price.
Before before long, scoop up door inn as sea floor gradually go back to work, before many consumer think originally, go playing card however by " dish is tasted rise in price about 6% " hot search puts delay footstep. According to consumer reflective product rises in price problem, media coverage says, before sea floor scoops up relevant controller to already affirmed order, door inn dish tastes the price to adjust control to be in 6% , each city difference changes a price, wait for an element to taste integrated price to different course according to consumption level of situation, place by door inn. In the report, this controller still expresses, each inn is offerred promote a service oneself, can enjoy 6.9 fold to 8.5 fold a discount. Before April 25, the packing material of besides can be optimized, reduce load of customers in order to reduce cost.
However, reporter of Beijing business newspaper is resided from Beijing dragon person, burner fire, fine and taste the relevant controller that waits for many meal enterprise to be in understanding to arrive, at present meal enterprise is facing the cost that feed capable person, operation and the situation that supply catenary cost to rise really, in the meantime, passenger flow is not steady, door inn also needs to spend much energy to be on job of door inn epidemic prevention.
Bright red Dan Peng expresses analyst of Chinese food industry, epidemic situation times is the node that industry of whole China meal splits up greatly after. This shows, enterprise of a lot of heads relied on its brand force and comprehensive strength to get consumptive bonus. Additionally he thinks, from the point of tea water market, tea with milk as the Cenozoic Era " just needed " consumable, got customer chase after hold in both hands, although epidemic situation is whole to the enterprise,supply affect somewhat for catenary, bring about cost to rise, but gross profit of itself of tea water company is higher, enterprise should more undertakes interior is digested.
03
Strategy of meal industry value splits up
While partial brand rises in price, also partial brand chooses to increase favourable strength. Beijing business signs up for a reporter to notice, many meal enterprises also want to restore passenger flow through favourable measure, increase the market to have rate. It is with Mcdonald's exemple, recently, mcdonald's rolled out bucket of half price of member of a Zhou Yi, cost price 81 yuan, price 39 yuan, cause consumer to come in great numbers.
In Zhu Dan bitter fleabane looks, head enterprise perhaps has the speech authority, company that has appeal right to may choose to rise in price, and most enterprise may be to choose to pass favourable strength to go more loot market, those who promote the market have rate, different company has different strategy.
Hong Tao of director of institute of economy of Beijing industrial and commercial university expresses, different company undertakes according to oneself circumstance the price is adjusted, to the enterprise that rise in price its are main the reason is rising at cost, and to increasing the business of privilege strength its basically hope to enlarge the market to have rate. Come round to look from eye, the consumptive settle or live in a strange place that only part has him brand to move gender, stability group the enterprise begins the operation. However, to common brand, rise in price blindly and surely consumer does not buy sheet, customer can be measured according to its value, the enterprise needs to match sale price according to oneself creativity. Of course, to a few compare distinctive brand to rise in price consumer also can appear " the mood is fluctuant " .
