据报内地假期前白酒厂家提价 部分经销商降价促销去库存
据内地传媒报道,在中秋节及国庆前内地白酒厂家都纷纷上调白酒价格,涨幅较去年的「十一黄金周」假期前提升近30%。当中,53度飞天茅台酒(500ml)出厂价,由每瓶969元上调至每瓶1,199元人民币(下同);直销渠道价由每瓶1,299元上调至每瓶1,499元;建议零售价由每瓶1499元上调至每瓶1,699元。
然而,线下销售门店很难按照「建议零售价」卖货,顾客实际购买价格远低於酒企官方定价及线上售价。
白酒营销专家表示,节前各大酒企涨价主要分为两种情况,一种是以五粮液、郎酒、国窖等头部品牌的强势涨价,目的在於利用销售旺季直接拉高品牌形象,提振市场信心;另一种是广大区域酒企的「跟随式」涨价。由於区域酒企品牌影响力相对不足,在节前通过价格调动来提升销量,因此他们涨价是为了稳价,防止价格下滑过快。而受今年上半年疫情影响,酒企经销商手中的库存量较大,再加上执行涨价政策具有一定的滞後性,部分经销商会通过降价促销进行去库存。
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