涪陵榨菜漲價,能解企業之困嗎?
本文來自:經濟日報,作者:李華林
近日,上市公司涪陵榨菜發佈公吿稱,基於主要原料、包材、輔材、能源等成本持續上漲,及優化升級產品帶來的成本上升,經研究後決定對部分產品出廠價格進行調整,各品類上調幅度為3%至19%不等。
消息一出,市場反應明顯。有網友擔憂“其他榨菜會不會跟漲?”
其實,對於涪陵榨菜漲價可能引發的連鎖反應,不必過分擔心。因為市場是開放的,消費者可在充分競爭的市場上選擇更有性價比的品牌。況且,榨菜並非生活必需品。
客觀來看,涪陵榨菜漲價確實有其現實原因。其曾在業績説明會上表示,今年年初部分地區的青菜頭原料因自然災害出現短缺,導致青菜頭價格上漲。在榨菜生產成本中,青菜頭影響最大,佔比近一半。加之受新冠肺炎疫情影響,銷售端增長乏力等,今年以來涪陵榨菜業績承壓,前三季度實現淨利潤5.04億元,同比下降17.92%。
進一步講,價格漲跌均屬於市場行為。相較之下,另一個深層次的問題或許更值得探討:漲價能解企業業績之困嗎?
理論上來説,原材料等成本價格上漲,利潤被壓縮,企業通過漲價實現成本轉移,不失為化解危機的最直接方式,對於刺激短期利潤、提振股價有一定的幫助。當前資本市場已給予積極反饋,就在宣佈漲價後的第一個交易日,涪陵榨菜股價即漲停。
但從長遠來看,事情似乎沒那麼簡單。一般來説,非剛需品漲價,效果會因漲價頻率增加、幅度加大呈現邊際效用遞減,再加上當前消費端尚未完全恢復等,持續漲價或會失去一些價格敏感型消費者。正如部分網友所説:“貴了就不吃唄,影響不大。”
問題的關鍵還在於,導致涪陵榨菜業績承壓的並不只是原材料價格上漲。榨菜市場份額進一步開拓難度加大、產品結構較為單一、營銷費用上漲等都是涪陵榨菜眼下面臨的困難,只有通過轉變思維、加大新品開發,以實現發展模式的迭代升級,企業才有可能獲得更為長遠的未來。當然,盈利模式的創新並不能一蹴而就,過程往往較為漫長,這對企業也是重大考驗。
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