after Baijiu, seasoning and pickled vegetables, it finally turns to the price of milk tea. Last night, Xiangpiaopiao Food Co.Ltd(603711) announced an adjustment to the prices of some products; Today, the price of wanghong new tea, Yan Yuese, also announced a rise.
“In 2016, we generally adjusted the price once. At that time, chayan was two and a half years old. By calculation, today’s chayan has gone through eight years. The price increase is mainly focused on milk tea products, most of which are generally adjusted by 1 yuan. Among them, the price of Zhixiao increased by 2 yuan, while the price of leisurely, floating for half a day, Zheng and paper kite will not increase this time…”
This afternoon, tea yam Yue issued a question entitled “last time rose 1 yuan, or 5 and a half years ago” through its official WeChat official account, pointing out that the raw materials and other costs on the market have been increasing year by year, and those accumulated dividends before it can not afford a series of superimposed costs.
Quite coincidentally, this afternoon, Wahaha was also rumored that the price of AD calcium milk has officially increased since January 1, 2022. In this regard, Wahaha said in an interview with the reporter of the international finance news that it has not adjusted the ex factory price of dealers. Some market dealers, especially those in the first and second tier cities, will periodically adjust the channel price policy according to their storage costs, labor costs and other environmental factors due to differences in operating costs. Such adjustment is a conventional channel operation behavior.
tea Yan Yuese announced a price increase
The entry “tea Yan Yuese announced a price rise” was hot searched this afternoon. Some consumers joked in the relevant message area that they should rise more. Anyway, I don’t drink it.
According to tea Yan Yuese, the reason why there was no price increase in the previous five years was not because of feelings, but because of two advantages: one was the brand bonus, and the other was the procurement bonus brought by the expansion of scale. “The spontaneous support of customers and friends brought by the bonus of the brand itself allows us to save a lot of marketing costs, so that we can sell in volume with a small profit and quick turnover.”
Tea Yan Yuese further said that after its scale became larger, the cost advantage brought by a large number of centralized procurement was put on the use of better tea and other raw materials. However, with the rising cost of raw materials and other materials in the market year by year, the dividends accumulated by themselves can’t bear it.
In this tweet, tea Yan Yuese played the emotional card again, saying that “in fact, those who do business can’t raise the price in case of difficulties. If they can squeeze out a little toothpaste on the side, they must try not to raise the price as hard as possible, especially for our brand with small profit and high turnover, this price increase is the last step that we can’t stand.” But now, its “really can’t open”.
It is reported that the opening time of the new price of tea Yan Yue color is January 7, 2022. “In fact, ‘up’ and ‘down’ are common market actions. I hope you can take a normal look at us. Business organizations are engaged in business. If the inflationary pressure in the global environment continues to increase in the future, it does not rule out that we will continue to roll with the waves. But don’t worry too much. Our way of small profits and quick sales will not change, so try to resist it without rising.” Near the end, tea Yan Yuese made such a statement.
Zhu danpeng, an analyst of China’s food industry, gave his own views on the rise in the price of tea. He pointed out that tea Yan Yuese currently faces great pressure, and its price has room for price adjustment relative to its own brand tonality. “At present, the overall pricing of tea Yan Yuese belongs to the middle grade, and its brand tone, attention, quality service system and customer stickiness are actually very strong. It has the strength or voice to raise prices.”
In fact, the pressure on the management level of tea Yan Yuese is really not small. On December 17, 2021, he was listed on the hot search list for many times due to the problem of employee salary. At that time, chayan Yuese employees disclosed on microblogging, xiaohongshu and other platforms that the company’s employees worked 11 hours per capita, paid 6-9 yuan per hour, and received less than 3000 yuan per month.
Since then, tea Yan Yuese has issued instructions through the official microblog. According to the description, the incident was due to the temporary closure of dozens of stores in chayan in November, resulting in some partners’ inability to meet the normal working hours and a very few partners’ zero working hours. Therefore, a round of temporary adjustment was made to the salary algorithm during the special period in November. It is said that for some immature behaviors, its founder Lv Liang (XiaoCong teacher) also conducted a deep reflection and issued an apology letter internally.
Last November, the topic “tea Yan Yuese responded to the third centralized temporary closure” once rushed to the hot search. According to the information released by the enterprise’s official microblog, tea Yan Yuese closed the store for the third time. The first time was the local new year at the beginning of the year, and the second time was the repeated epidemic at the end of July. “It’s certain that life is not so good, but the team’s mentality is still positive. Since the confrontation with the epidemic in the past two years, chayan partners have made preparations for a protracted war in several adjustments.” In the relevant microblog news, the company said.
In this regard, Wang Guoping, a senior expert in the retail industry, said in an interview with the reporter of the international finance news that tea Yan Yuese has always been a “flow business”. Once the flow drops, the story will not make sense. “Not only tea Yan Yuese, but also many tea brands are also affected by the epidemic, and the store operation is relatively cold.”
the army of price increases is still expanding
Before the tea Yan Yuese, Xiangpiaopiao Food Co.Ltd(603711) also announced the price adjustment on January 4.
It is said that in view of the continuous rise in the costs of main raw materials, labor, transportation and energy, in order to better provide high-quality products and services to dealers and consumers and promote the sustainable development of the market and industry, the company has decided to adjust the price of the company’s solid brewing milk tea (including classic series and good material series) by 2% – 8%, The new price shall be implemented according to the price adjustment notice of each product from February 1, 2022.
“The price adjustment of some products may have a certain impact on the market share of the company’s products. Coupled with the rising cost factors, the price adjustment of the products does not necessarily increase the company’s profits. The impact of the price adjustment on the company’s future performance is uncertain. Please pay attention to the investment risk.” In the announcement, it also pointed out that.
Today, it is reported that due to the rise of raw materials, the price of Wahaha AD calcium milk has officially increased since January 1, 2022. After the price increase, the wholesale price of Wahaha AD calcium milk 220ml is 39 yuan per box and the terminal price is 42 yuan per box; The wholesale price of 450ml is 49 yuan per box, and the terminal price is 52 yuan per box; This round of price increase is 6 yuan per box.
Since then, Wahaha responded that it was the adjustment made by the dealers according to their own situation.
In this regard, the reporter further interviewed Wahaha about whether other products would consider raising prices, but it did not respond.
Since last year, enterprises in the food and beverage industry have announced price increases one after another. Recently, for example, on December 1, 2021, Zhengzhou Qianweiyangchu Food Co.Ltd(001215) announced that in view of the continuous rise in the costs of raw materials, labor, transportation and energy, in order to better provide customers and consumers with high-quality products and services and promote the sustainable development of the market and industry, the company decided to reduce the product promotion policy or increase the distribution price of some quick-frozen rice flour products, The price adjustment range is 2% – 10%, and the new price will be implemented according to the price adjustment notice of each product from December 25, 2021.
Also in December last year, in response to the media’s reference to the price increase of products in the research report, Wangwang said that it confirmed that it had a price increase plan, and the reason was the cost pressure caused by the price increase of various raw materials since 2021.
“The epidemic has put the supply chains all over the world in abnormal operation. The rising price of bulk commodities has put pressure on enterprises. At this node of the consumer end, it continues to force the industrial end, and ensuring quality has become the key. Therefore, leading enterprises and brand enterprises will ensure quality in the trade-off between quality and cost.” Zhu danpeng said. He said that the whole price rise tide in the food and beverage field has not come to an end, or will continue for about a year.
Zhu danpeng further said that the increase of cost makes the enterprises with the confidence and strength of price adjustment have a better development trend, so the price rise tide should bring a process of great differentiation. In the future, the Matthew effect of “the strong is always strong and the weak is always weak” will be more incisive.
(International Finance News)
