Yangcheng Evening News financial commentator Qi Yaoqi

　　A recent media visit found that if you want to drink 1 yuan of water, you have to find it deliberately. If you take it, you can't buy it.

In the small supermarkets on the street, the easiest ones to buy are Nongfu Spring, Yibao, Baisui Mountain and Jingtian. Some stores also match cooked water such as cool boiled and boiled water, as well as the Changbai Mountain and Changbaixue series of Nongfu Spring.

In large supermarkets, Nongfu Spring, Yibao, Master Kong and other packaged water are priced at a minimum of 1.50 yuan per bottle, and almost no single bottle of water with the original price of 1 yuan is sold.

　　1 yuan water used to be the mainstream product on the market.

In 2004, Master Kong launched the bottled water market and anchored the price at 1 yuan.

With the decline of Master Kong's packaged water and the rise of Nongfu Spring and Yibao, the era of 1-yuan bottled water has come to an end.

In 2021, Nongfu Spring's revenue will be less than 30 billion yuan, with a net profit of 7.162 billion yuan.

　　In the case of ensuring that they do not lose money, enterprises must also allow terminal retailers to make money.

From the industry point of view, if the gross profit of a bottle of water is not more than 25%, it is impossible for distributors to sell it.

So for 1 yuan of water, manufacturers have to control the cost to a lower level.

　　From the perspective of user usage scenarios, the smaller the bottle of water, the wider the application range, so from the perspective of unit value, it should be higher.

For example, a 500-ml bottle of water sells for 2 yuan, while a 5-liter bottle of water that has ten times the capacity costs only 10 yuan.

The reason is that 500ml or even 300ml of water is very convenient to carry, and users can obtain the thirst-quenching effect without much use cost.

In contrast, 5 liters of water can only be used indoors, and it is to meet the needs of soup, rice, tea, etc., so the unit price must be low to attract continuous and large-scale use.

　　Since users can accept bottled water of 2 yuan, and small bottled water is the most in line with daily rules, the industry pricing will easily move closer to this balance point, and then form a certain industry alliance and tacit understanding.

If the price is further reduced to 1 yuan in retail and a meager profit is maintained, it will be difficult to sell the water worth 2 yuan.

　　At the moment when milk tea costs 30 yuan, bottled water can no longer stay in the old path of small profits but quick turnover to leverage the market.

Even if it can't sell 30 yuan a bottle of water, it should be a good response to today's consumer psychology.

Otherwise, the market will be eroded by all kinds of sparkling water, soda water and the like.

　　From the perspective of the layout of the enterprise, in order to allow the target group to accept bottled water with a price of 2 yuan or more, in addition to keeping the bottle small and the capacity unchanged, it must also improve the connotation.

This is the brand war that comes from getting rid of cost wars and price wars.

For so many years, the snow mountain water and plateau water in various places have to do this kind of demonstration.

The water source is better, and it has to be mineral water, which has become an upgrade choice for the new urban crowd.

　　Therefore, at this time, if anyone is still selling 1 yuan of water, not to mention that it is difficult to make money, it is even against the brand vision.

After all, after big brands penetrated into every township and village, the glorious era of cottage water plants everywhere has gradually disappeared.

People may not have the ability to upgrade consumption, but they have been driven by consumption upgrades.

Maybe it's water source, design, maybe brand, big brand cross-border, will pry up the desire to consume.

Nongfu Spring has maintained its green and stable quality image for a long time, and it has indeed created the position of the head.

The creation of this image has also become more smooth because it meets the expectations of consumers for the upgrading trend.