新闻 > 经济
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170818/31122717_3.html
Server: cms-9-53
Date: 2024/12/29 03:22:05

Powered by China
China

统一再陷业绩泥潭

2017-08-18 11:04:59   中国经济网

品牌扩张成双刃剑

对于统一来说,如何尽快扭转业绩颓势、巩固市场领导者地位是目前面临的最大挑战。

方便面业务能否担此大任呢?统一中报显示,2017年上半年统一方便面市场占有率为20.9%,较去年同期增长0.1个百分点。其中,主力产品“统一老坛酸菜牛肉面”继续在辣的口味中保持品类第一。重点品牌“汤达人”快速崛起,并成为集团方便面的重要支柱之一。在售价人民币5元及以上市场领域持续领先。

然而,在有些业内人士看来,从长远看来,方便面业务会慢慢走向衰退。“随着消费水平的提高,消费者更注重健康食品。方便面给人不健康、没营养的印象,使其需求下降。而随着网络订餐平台的兴起,也对方便面形成了部分替代效应,并挤占对方便面的部分需求。”有业内人士指出。

饮品板块又能否异军突起呢?目前来看前景也并不明朗。

据了解,目前统一的饮品业务主要包括茶饮料、果汁、综合饮料和其他业务。其中茶饮料包括“小茗同学”“统一冰红茶”“统一绿茶”以及今年3月刚刚推出的泰式柠檬茶“泰魔性”;果汁包括以“统一鲜橙多”为代表的“统一多果汁”系列、“海之言”以及今年6月刚刚推出的维生素果味饮料“打气”;综合饮料包括“阿萨姆奶茶”和“水趣多”等;另有“雅哈咖啡”、“雅哈冰咖啡”等咖啡品类和“ALKAQUA爱夸”、“巴马泉”等包装水品类。

有业内人士表示,2015年统一的饮料市场表现亮点。特别是“海之言”和“小茗同学”销售火爆,成为当之无愧的明星产品。尤其是“小茗同学”创下半年销售超过5亿元的惊人业绩。这也在某种程度上带动了统一其他品类的提升。“然而,进入2016年,‘海之言’没有出现太大程度的销售增长,‘小茗同学’又没有高歌猛进,这导致整个统一饮品业务出现衰退迹象。”上述人士说。

有专家在接受《经济参考报》记者采访时表示,饮料品类的主要市场是年轻消费者。在消费升级持续进行的当下,个性化和创新升级的产品的确容易受到消费者青睐。然而不容忽视的是,这一群体的消费需求又是多变的,在激烈的市场竞争环境下,年轻消费者尤其是90后消费者的注意力很容易转移至更有噱头、更有个性的产品上。靠某一两种爆款保持长盛不衰并非易事。

“同时,品牌的快速延伸和扩张也是把双刃剑。统一近年来不断推出新的饮料产品,以满足新的市场需求。研发的新饮品也在名称上‘去统一化’,力求弱化母公司标签。从研发到生产再到推广,一个饮料新品的推出需要6000万到8000万元左右。如果新品推出得过于频繁和分散,难免使得本应到支持的产品分不到足够的资源。”上述专家表示。

公开资料也显示,2016年统一共向市场推出了7款新的饮品,其中包括三款功能性饮料,名为自然实验室系列的“放松”和“唤醒”以及“轻畅酵主”。零售价接近20元,属于中高端定位。但是几乎没有大范围开始宣传和渠道铺设,就悄无声息地失败了。其他四款也并没有形成爆款,难逃新饮品成活率低的结果。今年6月推出的“打气”作为碳酸饮料,更是在“可口可乐”和“百事可乐”两大碳酸饮料霸主的夹击下表现平平。

上一页3/3下一页
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170818/31122717_3.html
Server: cms-9-53
Date: 2024/12/29 03:22:05

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170818/31122717_3.html
Server: cms-9-53
Date: 2024/12/29 03:22:05

Powered by China
China

相关阅读

404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170818/31122717_3.html
Server: cms-9-53
Date: 2024/12/29 03:22:05

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170818/31122717_3.html
Server: cms-9-53
Date: 2024/12/29 03:22:05

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170818/31122717_3.html
Server: cms-9-53
Date: 2024/12/29 03:22:05

Powered by China
China
分享到:
0 0
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170818/31122717_3.html
Server: cms-9-53
Date: 2024/12/29 03:22:05

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170818/31122717_3.html
Server: cms-9-53
Date: 2024/12/29 03:22:05

Powered by China
China

美图推荐

404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170818/31122717_3.html
Server: cms-9-53
Date: 2024/12/29 03:22:05

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170818/31122717_3.html
Server: cms-9-53
Date: 2024/12/29 03:22:05

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170818/31122717_3.html
Server: cms-9-53
Date: 2024/12/29 03:22:05

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170818/31122717_3.html
Server: cms-9-53
Date: 2024/12/29 03:22:05

Powered by China
China

为您推荐

加载更多>>
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170818/31122717_3.html
Server: cms-9-53
Date: 2024/12/29 03:22:05

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170818/31122717_3.html
Server: cms-9-53
Date: 2024/12/29 03:22:05

Powered by China
China
404 Not Found

404 Not Found

Sorry for the inconvenience.
Please report this message and include the following information to us.
Thank you very much!

URL: http://3g.china.com:8080/act/news/11155042/20170818/31122717_3.html
Server: cms-9-53
Date: 2024/12/29 03:22:05

Powered by China
China