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業(yè)內曝光:洋奶粉進入中國價格翻倍(3)

出處：媽媽育兒網日期：2014-06-21 11:11:43編輯：Chen

市場分析

網絡銷售也難削奶粉利潤鏈

對于王丁棉的分析,也有資深嬰幼兒奶粉業(yè)界人士表示不同看法。一名資深奶粉市場人士表示,他曾經試過代理某大品牌奶粉在淘寶上銷售,但發(fā)現(xiàn)盈利并不比線下銷售奶粉更高。

他進一步解釋稱,網絡銷售真正做大做成功之后,現(xiàn)有的奶粉銷售各環(huán)節(jié)利潤并不會被削減得非常明顯,因為中國奶粉售價明顯高于國外,主要增加的是營銷費用和渠道費用,這兩方面費用都至少比國外此類費用高出50%以上,且這兩部分費用加起來本身已經占了終端零售價的一半以上。

“如果廠家直接對口電商來進行銷售,雖然省了門店、經銷商等的費用,但由于消費者無法在身邊就購買到奶粉,廠家必定要進行大肆宣傳才能將消費人流引入到電商渠道,這一樣需要大量的營銷費用。”該人士表示。

這名市場人士分析,采用直接供應電商銷售的模式,唯一能砍掉的就是省下20%—30%的利潤。而且,還必須考慮到的一點是,目前由于電商正與傳統(tǒng)銷售渠道如超市、母嬰店等搶市場,營銷費用自然較低,但若電商真正掌握了奶粉銷售的主要渠道,也必定會坐地起價。屆時,電商銷售奶粉的低成本渠道費用和低營銷費用優(yōu)勢也不復存在。

今年趨勢

多款中洋中高端奶粉已漲價

因此,該人士表示如君樂寶等以電商為渠道的嬰幼兒奶粉,并不會將低價風潮擴散至整個嬰幼兒奶粉市場,嬰幼兒奶粉價格今年仍然降不下來。不僅如此,他還表示口碑好的大品牌洋奶粉今年不但不會降價,還會繼續(xù)漲價。

“據(jù)我所知,今年以來,美素佳兒、邁高、施恩、雅士利、紐貝滋和惠氏孕婦奶粉都已漲價或已醞釀漲價,大品牌奶粉不會降價,反而那些二三線的國產奶粉會因國家政策的嚴格執(zhí)行,市場受到擠壓越來越大,會以低價、促銷等手段來打價格戰(zhàn)、搶市場。”該人士表示。新快報記者就此致電相關奶粉商,但當中不少奶粉品牌負責人均表示,并未漲價,只是產品更新?lián)Q代、升級后定價與以往不同而已。

新快報記者走訪了廣州多家超市發(fā)現(xiàn),目前無論是進口奶粉還是國產奶粉,都很少有低于200元/罐的售價。對此,中國乳制品工業(yè)協(xié)會名譽理事長宋昆岡分析稱,這是因為自2008年三聚氰胺事件后,嬰幼兒奶粉價格就開始一路躥升,中國的奶粉市場陷入低價無人問津的“怪圈”。

王丁棉則直接指出,價高源頭就在于洋奶粉,因為洋奶粉的在華營銷都奉行以追求利潤最大化為宗旨為目的之原則,他們起步時的銷售價格就定得比較高,行走的是高定價路線。另一方面,中國市場嬰幼兒奶粉所獲利潤偏高。

“在中國,洋奶粉售價越貴越妤賣,以致把奶粉價賣出個‘全球最貴價’,這對中國消費者十分不公平,因為嬰幼兒奶粉是日常消費品而不是‘奢侈品’ ,但它在中國市場卻賣出了一個貴族價和奢侈品的價格。”王丁棉表示。

王丁棉認為洋奶粉有絕對的降價空間,那么洋奶粉是否會受君樂寶低價奶粉高調入市的影響,被其撼動高價策略,首次放低身段降至“平民價格”銷售?記者近日采訪多家大品牌洋奶粉生產企業(yè)負責人,他們均表示君樂寶的低價入市對公司旗下奶粉價格并無影響,近期并無降價計劃。對此,王丁棉也僅表示降價有空間、有策略,但未明確表示何時得以成行。

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