Sea floor scoops up, Xi Bei apologizes to rise in price one after another course of study mies wife

Every classics reporter: Reporter of exercitation of Sun Jia summer: Every classics edits Shu Dongni: Shang Hui

On April 10, sea floor is scooped up through the government small letter is released " the apology is believed " , say to partial food was moved to taste the price to be on the last ten-day of a month in March " the mistake of company management layer is decision-making " , all door inn dish since this day taste the price to restore on January 26, 2020 the standard before door store stop business.

Not come singly but in pairs, the Xi Bei that says cash shedding has not maintained 3 months, after this to also rise in price before apologizes likewise and renew cost price.

On April 11 morning, gu Guolong of Xi Bei author is released in individual small gain " the apology is believed " , outside weighing what this day removes all rising in price, sell, hall feed dish to taste the price to restore on January 26, 2020 the standard before door store stop business, announcement still says all hall before May 31 feed the privilege that will enjoy 100 yuan to return 50 yuan.

Scoop up to sea floor, incident of the apology after Xi Bei rises in price, this thering is no lack of inside course of study is the judgement of action of business market sale, why to rise in price? Why to after rising in price, apologize again renew cost price? The backside of this god operation may be more than sale is so simple.

Wu Zhiwei of author of capital of triumphant top gem thinks, apparently this is an enterprise the miscarriage of justice to media public relations, because sea floor is scooped up,be actually, Xi Bei is in all the time in recent years rise in price ceaselessly, consumptive administrative levels belongs to public spending no longer, sexual price is in than the advantage drop ceaselessly.

To an enterprise, rising in price is strategic choice, client prediction of a person's luck in a given year is meant on certain level, sea floor is scooped up think oneself have powerful brand force, client stickiness is tall, add epidemic situation element, the client should be met to rising in price understand somewhat, but be a miscarriage of justice actually, consumer not only do not accept erupted instead.

Wu Zhiwei to " daily economy news " the reporter points out further, besides the price sensitive, mainer reason depended on the psychology of consumer be pounded. If say snack is the demand of dress warmly and ear one's fill that resolves a foundation, so prandial it is to be able to eat can not eat, below this kind of circumstance, consumer preference goes eating prandial the accredit that is pair of brands, also represented supportive industry to overshoot the psychology of difficulty, but the behavior that rise in price harmed consumer, add the effect of public opinion, final sea floor is scooped up and shellfish apologizes on the west and renew cost price.

"Shellfish itself dish tastes disadvantageous appropriate on the west, rise in price again spending does not rise " , "Did not rise in price, quantity affirmation became little " ... the netizen below letter of Gu Guolong apology spits groove in succession.

Wu Zhiwei thinks, of Xi Bei rise in price incident may bring more serious effect, form in order to serve than be being scooped up by Yu Hai join with the affection between consumer, xi Bei tastes the affection that form with dish link will be weaker, more the excusing that gains customer not easily, the loss that brings to Xi Bei also may be met bigger.

This also may be one of accounts that Xi Bei should take out a coupon to reimburse customer, but whether persuading consumer to stay is additional one and the same.

Bao Yuezhong of new retail expert criterion to " daily economy news " the reporter expresses, those who face raw material cost rise, enterprise of a lot of meal must rise in price, but rise in price to anabiosis those who affect meal trade again, the test to meal course of study is very so big. And to depreciating sales promotion, it is cost pressure on one hand, involve epidemic prevention requirement on the other hand, great strength is hit fold sales promotion to cause personnel to gather to also cannot be taken.

The reporter is followed in street edge when visitting, owner of store of much home meal expresses to the reporter, after epidemic situation happening, be equivalent to 3 months doing not have income, although landlord absolves the chummage of a month, but the net cost pay that still can bring 2 months, but face rise in price problem, "Cost price comes without what person, rise in price to do not have a person more. " their speak bluntly not dare also won't rise in price.

"I believe sea floor is scooped up rising in price is based on market rule, but the apology is certainly those who be based on public relations and the moral kidnap that are not the market to make is decision-making. " boast father blast strings together father Yuan lustre land to say.

Sea floor scoops up origin of door inn picture: Zhu Moping of every classics reporter is photographed

Rise in raw material cost before, every enterprise can have upper limit and floor level to product price, breakthrough floor level does not have law gain on behalf of oneself, breakthrough upper limit is compared on behalf of product sex price not tall, value feels not high. Yuan lustre land expresses, gross profit is led under 50% it is difficult that the likelihood makes money, but prep above 80% the likelihood is faced with inferior sexual value to compare, so major meal enterprise locates between 50%~80% of wool interest rate, specific price depends on again the integrated element such as structure of guest unit price, labour cost, chummage structure, consumption level.

Yuan lustre land explains further, for instance with absolutely flavour duck neck standardizes a product for the representing's height (adjacent and retail level) , the choose and employ persons inside inn is little, the area is small, the price can be led toward 50% gross profit stick. Conversely, chinese meal, the spot stir-fries, because choose and employ persons is much, the place is great, link canal accuses complex, can lead toward 70% gross profit lean.

To Mcdonald's depreciate sales promotion, yuan Ze land thinks, company cost structure is different, mcdonald's supplies catenary level to comparative develop, even its flesh is the futures value that places before New Year. Each brands are different also to the administrative ability of the supplier and deepness, so the supplier is willing " for company " deepness is different also. In the final analysis, the cost of Mcdonald's perhaps was not affected by epidemic situation.

"Of course, this also may be the market strategy of Mcdonald's. " Yuan lustre land says, if everybody rises in price, be in competitive inferior position relatively as the brand that has competitive concern with Mcdonald's, mcdonald's nature obtained more market share and brand good opinion.

"Stability supplies catenary to be able to stabilize the value " , than case pizza author Zhao Zhijiang thinks, rising in price is not the only outlet of meal enterprise, can have an advantage through price of product research and development, option and stable raw material, now should be cash shedding thinking, should not be profit thinking, during epidemic situation, passenger flow restores impossibly so much, should promote passenger flow the volume first more, is not to raise guest unit price.

The pizza that compare case extended his new retail channel after epidemic situation, research and development is fastfood and refrigerant taste newly, outside be being added, sell, before than case pizza the income during epidemic situation is maintaining the income level of 30% , zhao Zhijiang states this attributes normal level, head enterprise can achieve the level of 40%~50% .

Wu Zhiwei also expresses, meal enterprise should try to develop new business type for instance delicacy is fed retail, outside rising, sell occupy than, optimize flow to decrease to wait artificially. The industry is spent centrally after rising, demand still can flow to brand meal enterprise finally, this is an opportunity.

"The problem that at present meal industry pays close attention to most still is subsist, cash flows to be not broken, short-term sales promotion may bring what cash flows to enter really, general meal enterprise has settle accounts cycle to the supplier, use this cycle, holding out a month is a month. " Yuan lustre land says.

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