Pepsi Coupon prices are lower than the purchase price promotion

In the few days prior to the Spring Festival, Pepsi encountered the “price rush” in supermarkets in Yantai market. Several supermarkets unilaterally reduced their prices, reduced the Pepsi-Cola price below the purchase price, disrupted the price system of Pepsi, and triggered customers in different channels. Conflict.

The initiator of this price reduction is Yantai RT-Mart. Some of its promotional posters have reduced the price of the Pepsi 2.5L series products to 4.9 yuan per bottle. This immediately led to the “lost-price” promotion of Zhenhua Supermarket, another large supermarket chain in Yantai, which reduced the price of each bottle of Pepsi to 4.8 yuan, and several other supermarkets followed suit.

Xie Chengmin, deputy general manager of Yantai Zhenhua Supermarket, stated that the price cut was followed up by “out of passivity.” Pepsi Cola’s delay in unilateral price reductions of RT-Mart supermarkets has caused no pressure on other supermarkets. In fact, the supply price of Pepsi to the supermarket is 5.52 yuan per bottle. Generally, the price of the supermarket is not less than 5.6 yuan per bottle. Both parties' purchase and sales contracts also stipulate that the selling price cannot be lower than the supply price.

Price cuts apparently disrupted the Pepsi price system. PepsiCo immediately bought back products from supermarkets at market retail prices, forcing supermarkets to implement limited purchases by each person, eventually bringing prices back up. According to a salesperson from PepsiCo's Jiangsu market, a similar situation occurred at the Lotus supermarket in Jiangsu and Shanghai on January 21, but due to the short sales time and limited number of sales, it quickly subsided.

“This situation creates conflicts among customers in various channels, especially those that have a large impact on wholesalers.” The market staff of PepsiCo told reporters. Some merchants in the year to attract popularity, looking for sensitive product promotions, and other businesses and wholesalers will put pressure on PepsiCo. An interesting phenomenon is that the price war between supermarkets, wholesalers will reduce the purchase of PepsiCo, and purchase from the supermarket.

In addition, the weakening of the control of PepsiCo's products during the year also aggravated the occurrence of similar situations. On the one hand, supermarkets are shipped in large quantities to purchase a large number of products in the coming year, and the initiative for product pricing increases. On the other hand, each Pepsi office has certain sales tasks every year, and some business offices will put two or three in the Spring Festival. The month's cargo hits the supermarket.

According to analysis by industry insiders, zero-supply parties are like “rejoicing”, and the current short-lived conflicts in the regional markets are coming and going. For instance, Coca-Cola will stop supplying Carrefour for a while, but the two parties will not be uncooperative for a long time.

“This is unfair competition and it is a short-term dumping behavior in the market, which will hurt the credibility of both parties.” Retail expert analysis. If a strong retail terminal is not “obedient” for a long period of time, then manufacturers will be unable to afford it and terminate cooperation. This is unfavorable to zero supply. If Gree once evacuated Gome, it would be a typical case.

However, how to avoid this situation ultimately depends on the game between the two parties in the market. At present, the strong retail terminal in China has given it more initiative and dared to "cut the sword" to some big brands; while powerful products, such as Maotai, also dared to block certain "unconscionable" supermarket terminals. The success or failure of the game between zero supply depends on which side is stronger.