酒水市場(chǎng)再掀漲價(jià)風(fēng)波 春節(jié)后飲料提價(jià)幾成定局管理（Drinks market again lift price storm, after the Spring Festival, drinks prices rose a few foregone conclusion management）

1、酒水市場(chǎng)再掀漲價(jià)風(fēng)波 春節(jié)后飲料提價(jià)幾成定局管理（Drinks market again lift price storm, after the Spring Festival, drinks prices rose a few foregone conclusion management）Trainee reporter Qu RuoliuOnce again, the beer industry prices have been staged again, this time is still Yanjing Beer (18.36, -0.01, -0.05%), the first c

2、lear price hike, Huarun snow and Tsingtao Brewery (31.19, -0.02, -0.06%) one after another to follow.In January 18th, Yanjing Beer announced its ordinary installed products 10 degrees Yanjing Yanjing, Yanjing Sheng per box (24 bottles) price 3.3 yuan, the average ex factory price increased by about

3、16%. Yanjing Beer Group Vice General Manager Ding Guangxue told the media: "the price increase is a few ordinary products, mainly in Beijing region."."In fact, from the end of 2010, the brewing industry is brewing price increases, of which Huarun snow has been in Sichuan, Liaoning, An

4、hui and other advantages in the region price increases, the average price increase of more than 10%. The analysis of beer industry, beer is also possible to resolve the costs through price increases or large scale a disguised price increase, especially the status relatively stable in Southern China

5、area.As Huarun, snow, Yanjing beer and Tsingtao Brewery in their respective advantages to grasp the right to speak the price, the price has become the main choice to deal with rising costs, the beer industry will enter the price hike channel.Yanjing and snowflake both raise pricesAfter the price inc

6、rease, Pu Jun Yanjing Brewery ex factory price reached 1.88 yuan.Yanjing Beer group deputy general manager Ding Guangxue told the media: "the price is mainly in the area of Beijing, because we all know, is a barley, rice and other raw materials and water, electricity and gas prices, the import

7、price of barley is very high; the two is the transport logistics cost is relatively high; the three is the staff costs are rising."Yanjing Beer 2010 annual sales of more than 5 million tons, of which Pu Pu Yanjing beer sales in Beijing region reached 700 thousand tons, accounting for about 60%

8、of Yanjing's total sales in Beijing market. Yanjing Beer has a market share of about 85% in the Beijing market, and has a high market share in Inner Mongolia, Guangxi and other regions, and then has the regional pricing power.Beginning in 2010 November, some beer enterprises have begun to quietl

9、y raise prices for the major regional markets. In the Shenyang market, Huarun snow beer bottles and cans have different degrees of increase, among them, 500 ml bottled Snow Beer rose from 3.5 yuan to 4 yuan, 330 ml cans of Snow Beer from 2 yuan to 2.4 yuan. And in Sichuan, Liaoning, Anhui and other

10、strong areas, Huarun snow has been part of the product price increase of 20%, the average price increase of more than 10%.Before, Huarun snow director Wang Qun said that currently the world's major production Maiquyin dollar caused by barley prices, plus international shipping prices and rising

11、fuel prices, malt tensions will continue to intensify and continue. Due to rising cost pressures, he expects the entire beer industry in 2011 will have a round of price increases, about 10%, specifically for different regions, the market competition to determine the extent of intensity.Yanjing and s

12、nowflake prices are mainly aimed at their respective advantages. Yanjing, snow has been raised, domestic beer, one of the big three Tsingtao Brewery is relatively quiet". However, in the face of cost pressures, Tsingtao Brewery also has the motivation to increase prices.Price wars give way to p

13、rofitsIn 2009, Huarun, snow, Tsingtao Brewery and Yanjing beer produced 8 million 370 thousand tons, 6 million tons and 4 million 600 thousand tons respectively, accounting for 19.8%, 14% and 12% respectively in the domestic market.In 2010, Huarun snow production and sales will reach about 10 millio

14、n tons, Yanjing beer production and sales will reach more than 5 million tons. Shenyin Wanguo reports, Tsingtao Brewery 2010 annual sales volume of 6 million 300 thousand tons.However, with the regional brand is increasingly integrated and has not yet been the integration of small brands, through th

15、e price war has been difficult to compete with the major giants, Huarun, Tsingtao, Yanjing with snow in their respective regional dominant position, grasp the pricing right, its response to rising costs through price increases has been a matter of course.As a result of agricultural products (16.84,0

16、.14,0.84%) generally rose, 2010 domestic barley prices reached 1900-2000 yuan / ton, 30% higher than in 2009, plus the package increases, it brings greater pressure to the beer industry. Price increases will be the major solution because further reductions and reduced bottle space are already availa

17、ble.Barley accounts for about 20% of the total cost of beer. In 2009, imports of barley 210 U. S. dollars / ton, and by 2010, Guoxin Securities analyst told reporters, import barley price of 370 U. S. dollars / ton. This newspaper rough estimate, rose more than 50%.Shenyin Wanguo analyst in December

18、 last year at the beginning of the research report pointed out that the price of rice rose by about 10%, the packaging also rose to varying degrees, about 5%-6%, packaging costs accounted for 51%.Domestic demand for malting barley comes in part from imports, with the major importing countries being

19、Australia and canada. Since the second half of 2010, due to the flood affected, Canada's official 2010-2011 annual yield is expected to cut 15% to 7 million 800 thousand tons, the export volume is expected to only 1 million tons, from the China demand will reach about 400 thousand tons.Another i

20、mporter, Australia, has suffered flooding since the second half of last year. These factors are bound to lead to the price of imported malting barley may continue to rise, then, in order to shift costs pressures, beer companies may continue to raise prices.Beverage companies have also released price

21、 increasesThe increase in wind blowing, all of the "grass" are one-sided, drink is no exception. Since the beginning of this month will be announced after the Coca Cola Co's maid products such as price 4%-6%, Pepsi Cola, Wahaha, Huiyuan juice brand, many beverage companies have also re

22、leased the price signal.Recently, keen consumers began to notice that some local part of the large chain stores suddenly raised Pepsi's 2.5 liters of Pepsi Cola, Mirinda, retail price, such as 2.5 liters of Pepsi Cola, Mirinda rose from 4.5 yuan to 5.5 yuan, up 0.5 yuan also rose.According to be

23、verage wholesalers revealed that the current 600 ml installed, 24 bottles of a box of Pepsi Cola, the ex factory price rose from 53.8 yuan to 54.36 yuan, 1.25 liters of equipment, 12 bottles of Pepsi, from 49.8 yuan rose to 50.28 yuan.There are media reports, the Coca Cola Co in 2011 will increase t

24、he price of products such as maid, or between the range of 4%-6%. And Huiyuan, which is the first market share of pure fruit juice drinks, is also expected to adjust the price of 3 varieties of orange juice and fruit juice in the near future, with an increase of about 10%.The reporter also learned f

25、rom the day before the supermarket, the master's ice Black Tea, Green Tea, fruit juice and mineral water prices have been raised. But the price increase is very small, a box of drinks (including tea drinks and mineral water) ex factory price rose 0.5 yuan, -1 yuan.And the first to lead the curre

26、nt round of price increases, is Wahaha's star flagship product nutrition fast line". "Nutrition express" had raised the ex factory price, each box (500 ml / bottle, 15 bottles) rose about 3 yuan. "Before Wahaha's" nutrition express "price is 3.5 yuan / bottle, r

27、ising a little bit more, and so on New Year's purchase, may retail prices rose to 4.5 yuan / bottle, or 5 yuan / bottle." A retail store owner said.It is reported that Wahaha's "great", "Yo Yo tea" and "AD calcium milk" and other products will also increase

28、, the company said in the range of less than 5%. Total milk drinks accounted for more than 70% of Wahaha sales, after the ex factory price increases, further reflected on the terminal, Wahaha retail price of milk drinks will rise by about 10%.Awesome promotion than last yearSupermarket staff said, a

29、fter the new year's day, had received a verbal notice some beverage companies, beverage factory price adjustment before and after the Spring Festival, because the sale for beverage inventory goods, so the price will not immediately appear in the terminal product.Part of the product has been adju

30、sted price is not a step in place, but "bright, dark, promote."". Carrefour promotion personnel, this month, some drinks prices have indeed adjusted, but many brands are also taking turns to do promotions, prices change frequently. "Some have just gone up and are down for promoti

31、ons."."However, the reporter found that the beverage products before the Spring Festival this year, none other promotional activities not in the awesome. To a certain brand of carbonated drinks 2.5 litres for example, last year after the new year's day, 4 flavors of the drinks also lau

32、nched promotional activities, the price of 4.9 yuan / bottle, this year only an apple flavored beverage bottle in the promotion, promotional price of 5.2 yuan, 0.3 yuan higher than the same period last year, while the other 3 flavors the product is priced at 5.8 yuan / bottle."Beverage manufact

33、urers to raise the ex factory price, in fact, is eating retailers profits."." A staff member said, since the end of the year sales pressure, fierce competition, supermarkets and shops are not dare to price at this time, even if the manufacturers affect sales, the price goes up, the termina

34、l will damage their profits.The industry believes that this adjustment will eventually transfer to the end, but because during the Spring Festival beverage consumption, taking into account the consumers'emotion, beverage manufacturers will not easily choose to increase the retail price in the Sp

35、ring Festival consumption sensitive period. According to its forecast, after the Spring Festival, many of the cost pressures faced by beverage companies will be concentrated, and the domestic beverage market may set off a huge wave of price increases, or will usher in collective price increases.Risi

36、ng costs are stressfulPrice adjustment behavior for some beverage companies,Chinese Beverage Industry Association official said, since last year, sugar and other raw materials costs, bring some pressure to the production of beverage production enterprises, and improve product prices ease cost pressu

37、res are expected by the beverage enterprises.It is understood that the largest beverage enterprises cost pressures from sugar and PET particles (raw material of plastic bottle) prices, but the overall cost of beverage products, sugar and PET particle costs accounted for 80% of the last year, the two

38、 kinds of raw materials prices rose more than 60%. Public information, early last year, the wholesale price of sugar at 2700 yuan per ton -2800 yuan, has risen to about 5100 yuan per ton. At the same time, the industry pointed out that the biggest pressure for beverage companies is not the price hik

39、e of raw materials, mainly from transportation, packaging, labor costs and advertising costs.Chinese beverage industry association in the survey pointed out that more than 60% drinks in agricultural products as the main raw material, compared with the same period last year, the beverage raw material

40、 prices rose after the primary processing of agricultural products reached more than 50%; the price of various packaging materials required for beverage production has significantly increased, the beverage packaging materials prices rose year-on-year more than 20%."Beverage market brewing Festi

41、val" action"During the off-season, the beverage market accidentally took the hike baton. Recently, Zhu Xinli, chairman of Huiyuan Juice Group, told the media that as part of the soaring price of fruit juice, Huiyuan's partial juice products will rise by 5% to 8% after the spring festival. Prior to this, including Coca-Cola, Pepsi Cola, Wahaha, Kangshifu and other brands, including beverage products, price information has long been flying everywhere.Zhu Xinli said that the raw materials f