知名品牌宣布大降价，17年来首次！此前被消费者称"刺客"
<div class="wx_rich_media_content" id="jsWxContainer"><p><br></p><section data-role="outer" label="edit by 135editor"><section data-role="outer"><section style="margin-right: 10px; margin-left: 10px;"><section data-role="paragraph"><section style="margin-right: 8px; margin-left: 8px; outline: 0px; letter-spacing: 0.544px; line-height: 2em;"><section><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">11月30日，</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">零食巨头</span><span style="color: rgb(255, 255, 255);text-shadow: none;letter-spacing: 0.544px;background-color: rgb(171, 25, 66);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>良品铺子</strong></span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">宣布</span><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>17年来首次最大规模降价</strong></span><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">，</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">门店在售300余款产品</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">会员价</span><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>平均降价22%，</strong></span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>最高降幅45%，</strong></span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">主要集中在成本优化</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">但不影响品质以及复购率高的零食上。</span></p><p style="text-align:center;line-height: 1.6em;"><br></p><p style="text-align:center;vertical-align: inherit;line-height: 1.56em;"><br></p><section style="max-inline-size: 100%;margin-right: 8px;margin-left: 8px;outline: 0px;color: rgb(51, 51, 51);letter-spacing: 0.544px;line-height: 2em;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;outline: 0px;display: flex;justify-content: center;align-items: center;width: 100%;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;outline: 0px;display: flex;justify-content: flex-start;align-items: center;flex-direction: column;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;padding: 3px;outline: 0px;background: rgb(203, 78, 58);border-radius: 5px;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%; padding: 5px 20px 5px 21px; outline: 0px; border-radius: 3px; border-width: 1px; border-style: dashed; border-color: rgb(255, 255, 255);"><p data-mid="" style="text-align:center;max-inline-size: 100%;outline: 0px;cursor: text;vertical-align: inherit;font-size: 16px;color: rgb(255, 255, 255);line-height: 22px;letter-spacing: 1px;font-family: PingFangSC-Semibold, "PingFang SC";"><span style="max-inline-size: 100%;outline: 0px;cursor: text;font-size: 17px;"><strong style="max-inline-size: 100%;cursor: text;outline: none 0px !important;">“面临着创业以来</strong></span></p><p data-mid="" style="text-align:center;max-inline-size: 100%;outline: 0px;cursor: text;vertical-align: inherit;font-size: 16px;color: rgb(255, 255, 255);line-height: 22px;letter-spacing: 1px;font-family: PingFangSC-Semibold, "PingFang SC";"><span style="max-inline-size: 100%;outline: 0px;cursor: text;font-size: 17px;"><strong style="max-inline-size: 100%;cursor: text;outline: none 0px !important;">最艰难的挑战”</strong></span></p></section></section><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;margin-top: -21.1px;margin-right: -4.1px;outline: 0px;width: 28px;height: 26px;align-self: flex-end;z-index: 1;display: flex;justify-content: center;align-items: center;"><br style="max-inline-size: 100%;outline: none 0px !important;"></section></section></section></section><p style="text-align:center;max-inline-size: 100%;outline: 0px;cursor: text;vertical-align: inherit;text-indent: 0em;"><br></p><p style="text-align:center;max-inline-size: 100%;outline: 0px;cursor: text;vertical-align: inherit;text-indent: 0em;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">此次良品铺子降价，<br></span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">主要针对的是</span><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>线下门店</strong></span><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">。</span></p><p><br></p><p style="line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">其中，</span><span style="color: rgb(34, 34, 34);text-shadow: none;letter-spacing: 0.544px;background-color: rgb(219, 238, 243);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">夏威夷果、松子、开心果、腰果等坚果，猪肉脯、鸭脖、烤香肠等肉类零食，辣条、豆干、面包蛋糕、瓜子等复购率高的品类，</span><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">是</span><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>降价主力</strong></span><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">。</span></p><p><br></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">长期以来，</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>良品铺子坚持高端零食定位。</strong></span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">为何如今宣布降价？</span></p><p style="line-height:1.6em;"><br></p><p style="line-height: 1.56em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">香颂资本董事沈萌分析说，</span><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>降价的原因可能在于消费结构调整，</strong></span><span style="color: rgb(34, 34, 34);text-shadow: none;letter-spacing: 0.544px;background-color: rgb(219, 238, 243);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">消费需求下移，迫使企业必须以降价的方式回应市场变化，否则可能会丢失份额。</span></p><p><br></p><p style="line-height: 1.56em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">中国食品产业分析师朱丹蓬也认为，受</span><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>宏观经环境和消费端信心不足等因素的影响，</strong></span><span style="color: rgb(34, 34, 34);text-shadow: none;letter-spacing: 0.544px;background-color: rgb(219, 238, 243);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">当前中国的休闲零食进入平价周期，</span><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">良品铺子的此次战略调整比较及时。</span></p><p><br></p><p style="line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">11月29日，公司新任董事长兼总经理杨银芬发出了一封全员公开信，信中说到：<span style="color: rgb(34, 34, 34);text-shadow: none;letter-spacing: 0.544px;background-color: rgb(219, 238, 243);">“当下，摆在我们面前的已经不仅是活得困难的问题，而是活不活得下去的问题。”</span><span style="font-weight: 700;color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;">还</span></span><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>分析了此次降价的三方面原因：</strong></span></p><section data-tools="135编辑器" data-id="86412"><section style="margin: 1em auto;border-width: initial;border-style: none;border-color: initial;text-align: center;"><section style="border-left: 3px solid rgb(170, 166, 149);"><section style="margin-left: 2px;padding: 0.6em;line-height: 1.5;text-align: left;border-left: 1px solid rgb(170, 166, 149);border-top-color: rgb(170, 166, 149);border-right-color: rgb(170, 166, 149);border-bottom-color: rgb(170, 166, 149);"><p style="vertical-align: inherit;line-height: 1.56em;"><span style="color: rgb(34, 34, 34);text-shadow: none;letter-spacing: 0.544px;background-color: rgb(219, 238, 243);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">在行业方面，</span><span style="color: rgb(51, 51, 51);letter-spacing: 0.544px;text-align: justify;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">线上消费流量转移，竞争加剧，线下各种零食模式全面开花，一系列“新物种”出现；</span><span style="max-inline-size: 100%;cursor: text;letter-spacing: 0.544px;text-align: justify;caret-color: rgb(255, 0, 0);color: rgb(51, 51, 51);text-shadow: none;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;outline: none 0px !important;"></span></p><p style="text-align:justify;max-inline-size: 100%;cursor: text;color: rgb(0, 0, 0);letter-spacing: 0.544px;caret-color: rgb(255, 0, 0);font-family: 微软雅黑, sans-serif;outline: none 0px !important;"><br></p><p style="text-align:justify;max-inline-size: 100%;cursor: text;color: rgb(0, 0, 0);letter-spacing: 0.544px;caret-color: rgb(255, 0, 0);line-height: 1.56em;font-family: 微软雅黑, sans-serif;outline: none 0px !important;"><span style="color: rgb(34, 34, 34);text-shadow: none;letter-spacing: 0.544px;background-color: rgb(219, 238, 243);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">在用户方面，</span><span style="max-inline-size: 100%;cursor: text;color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;outline: none 0px !important;">消费迈入理性时代。此外，信中写道：“消费者认为我们‘贵’的现实问题，也表明我们的产品价格必须要更加亲民。”</span></p><p style="text-align:justify;max-inline-size: 100%;cursor: text;color: rgb(0, 0, 0);letter-spacing: 0.544px;caret-color: rgb(255, 0, 0);font-family: 微软雅黑, sans-serif;outline: none 0px !important;"><br></p><p style="text-align:justify;max-inline-size: 100%;cursor: text;color: rgb(0, 0, 0);letter-spacing: 0.544px;caret-color: rgb(255, 0, 0);line-height: 1.56em;font-family: 微软雅黑, sans-serif;outline: none 0px !important;"><span style="color: rgb(34, 34, 34);text-shadow: none;letter-spacing: 0.544px;background-color: rgb(219, 238, 243);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">在自身方面，</span><span style="max-inline-size: 100%;cursor: text;color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;outline: none 0px !important;">公司发展了17年，机构臃肿、人浮于事，官僚主义、本位主义都浮现出来。体现在外部，就是发展滞缓，规模、盈利能力下降。</span></p></section></section></section></section><p style="text-align:justify;max-inline-size: 100%;cursor: text;color: rgb(0, 0, 0);letter-spacing: 0.544px;caret-color: rgb(255, 0, 0);font-family: 微软雅黑, sans-serif;outline: none 0px !important;"><span class="wxart_image" wx-style="display:inline-block;vertical-align: inherit;max-inline-size: 100%;width: 100%;outline: none 0px !important;"></span></p><p style="text-align:center;margin-right: 8px;margin-left: 8px;outline: 0px;cursor: text;caret-color: rgb(255, 0, 0);letter-spacing: 0.578px;line-height: 1.75em;max-inline-size: 100%;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><span style="outline: 0px;cursor: text;letter-spacing: 0.578px;font-size: 12px;color: rgb(136, 136, 136);max-inline-size: 100%;">杨银芬资料图 图片来源：每经记者 陈晴 摄</span></p><p style="text-align:center;margin-right: 8px;margin-left: 8px;outline: 0px;cursor: text;caret-color: rgb(255, 0, 0);letter-spacing: 0.578px;line-height: 1.75em;max-inline-size: 100%;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><br></p><p style="line-height:1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">杨银芬还表示：“今年8月份我曾经说过，17岁的良品，面临着创业以来最艰难的挑战。当下，这个挑战仍在加剧，要想突出重围，良品就必须像高飞的雄鹰那样，‘褪’去衰老，重获新生。”</span></p><p><br></p><p style="line-height: 1.56em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">事实上，当前的良品铺子业绩已经陷入了瓶颈。</span><span style="color: rgb(34, 34, 34);text-shadow: none;letter-spacing: 0.544px;background-color: rgb(219, 238, 243);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">今年前三季度，良品铺子实现营业收入59.99亿元，同比减少14.33%；归母净利润1.91亿元，同比减少33.43%。</span></p><p><br></p><p style="text-align:center;vertical-align: inherit;line-height: 1.56em;"><br></p><section style="max-inline-size: 100%;margin-right: 8px;margin-left: 8px;outline: 0px;color: rgb(51, 51, 51);letter-spacing: 0.544px;line-height: 2em;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;outline: 0px;display: flex;justify-content: center;align-items: center;width: 100%;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;outline: 0px;display: flex;justify-content: flex-start;align-items: center;flex-direction: column;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;padding: 3px;outline: 0px;background: rgb(203, 78, 58);border-radius: 5px;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%; padding: 5px 20px 5px 21px; outline: 0px; border-radius: 3px; border-width: 1px; border-style: dashed; border-color: rgb(255, 255, 255);"><p data-mid="" style="text-align:center;max-inline-size: 100%;outline: 0px;cursor: text;vertical-align: inherit;font-size: 16px;color: rgb(255, 255, 255);line-height: 22px;letter-spacing: 1px;font-family: PingFangSC-Semibold, "PingFang SC";"><span style="max-inline-size: 100%;outline: 0px;cursor: text;"><strong style="max-inline-size: 100%;cursor: text;outline: none 0px !important;">“和量贩零食</strong></span></p><p data-mid="" style="text-align:center;max-inline-size: 100%;outline: 0px;cursor: text;vertical-align: inherit;font-size: 16px;color: rgb(255, 255, 255);line-height: 22px;letter-spacing: 1px;font-family: PingFangSC-Semibold, "PingFang SC";"><span style="max-inline-size: 100%;outline: 0px;cursor: text;"><strong style="max-inline-size: 100%;cursor: text;outline: none 0px !important;">是不同的发展之路”</strong></span></p></section></section></section></section></section><p style="text-align:center;max-inline-size: 100%;outline: 0px;cursor: text;vertical-align: inherit;text-indent: 0em;"><br></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">记者注意到，</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">休闲零食行业并非高毛利率行业。</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">根据良品铺子2022年年报，</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">公司主营业务毛利率为27.67%。</span></p><p><br></p><p style="line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">良品铺子方面表示，</span><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>此次降价的空间来自</strong></span><span style="color: rgb(143, 6, 46); text-shadow: none; letter-spacing: 0.544px; text-decoration-line: underline; font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>供应链提效、精益生产改善、经营成本优化以及出台毛利红线</strong></span><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>等举措。</strong></span><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">“砍”向企业内部，以覆盖更多消费者的需求。</span></p><p><br></p><p style="line-height: 1.56em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">杨银芬表示，</span><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>良品铺子和量贩零食是两个完全不同的物种。</strong></span><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">良品铺子坚持渠道加产品的逻辑，建立了一个直溯原料产地的长供应链条，公司要设计包装、研发、制定产品质量标准等，这是由公司的自营模式决定的。</span><span style="color: rgb(51, 51, 51);letter-spacing: 0.544px;caret-color: red;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">因此，</span><span style="color: rgb(34, 34, 34);text-shadow: none;letter-spacing: 0.544px;background-color: rgb(219, 238, 243);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">两者形成了完全不同的价格逻辑，从供应链“挤水分”的手法也不同。</span></p><h2 style="margin-right: 8px;margin-left: 8px;outline: 0px;letter-spacing: 0.578px;line-height: 1.75em;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><p style="text-align:center;vertical-align: inherit;line-height: 1.56em;"><br></p><section style="max-inline-size: 100%;margin-right: 8px;margin-left: 8px;outline: 0px;color: rgb(51, 51, 51);font-size: 17px;letter-spacing: 0.544px;line-height: 2em;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;outline: 0px;display: flex;justify-content: center;align-items: center;width: 100%;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;outline: 0px;display: flex;justify-content: flex-start;align-items: center;flex-direction: column;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;padding: 3px;outline: 0px;background: rgb(203, 78, 58);border-radius: 5px;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%; padding: 5px 20px 5px 21px; outline: 0px; border-radius: 3px; border-width: 1px; border-style: dashed; border-color: rgb(255, 255, 255);"><p data-mid="" style="text-align:center;max-inline-size: 100%;outline: 0px;cursor: text;vertical-align: inherit;font-size: 16px;color: rgb(255, 255, 255);line-height: 22px;letter-spacing: 1px;font-family: PingFangSC-Semibold, "PingFang SC";"><span style="max-inline-size: 100%;outline: 0px;cursor: text;"><strong style="max-inline-size: 100%;cursor: text;outline: none 0px !important;">新一轮“价格战”将来临？</strong></span></p></section></section></section></section></section><p><br></p></h2><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">良品铺子此次降价，</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">成为今天休闲零食行业的“头条新闻”。</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">这对于行业将产生什么影响？</span></p><p><br></p><p style="line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">记者注意到，休闲零食行业11月的另一大新闻是——</span><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>头部量贩零食企业零食很忙与赵一鸣零食合并。</strong></span></p><p><br></p><p style="line-height: 1.56em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">就上述合并，方正证券曾分析称，此前量贩零食行业曾有价格战趋势，</span><span style="color: rgb(34, 34, 34);text-shadow: none;letter-spacing: 0.544px;background-color: rgb(219, 238, 243);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">头部品牌加速整合有利于塑造良性的行业竞争格局，头部品牌之间很难凭借价格战将对方打垮，价格战或将趋缓。</span></p><p><br></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">不单单是量贩零食企业，</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">其他休闲零食龙头企业的反应</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">也受到关注。</span></p><p><br></p><p style="line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">根据媒体报道，</span><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>百草味</strong></span><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">表示，目前暂无类似的降价动作。</span></p><p><br></p><p style="line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">另据报道，</span><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>三只松鼠</strong></span><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">方面则表示，公司今年以来长期贯彻践行“高端性价比”战略，通过供应链整合及强化内部管理提质降价，在保障基本利润的前提下使终端售价保持在一个良性水平，未来会持续推进。</span></p><p style="text-align:center;margin-right: 8px;margin-left: 8px;outline: 0px;letter-spacing: 0.578px;line-height: 1.75em;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><br></p><p style="line-height: 1.56em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">既往报道显示，</span><span style="color: rgb(34, 34, 34);text-shadow: none;letter-spacing: 0.544px;background-color: rgb(219, 238, 243);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">三只松鼠其实早已实施“高端性价比”战略。</span><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">谈及零食行业的未来，公司近日回复中提到了“好吃不贵”，“零食行业具备广阔的发展空间与机遇，好吃不贵的消费需求更是推动了全域化供需关系的大变革”。</span></p><p><br></p><p style="line-height: 1.56em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">沈萌分析，定价较高企业降价，会挤压定价较低企业的空间，迫使定价较低企业同样以降价来维持消费者。</span><span style="color: rgb(34, 34, 34);text-shadow: none;letter-spacing: 0.544px;background-color: rgb(219, 238, 243);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">降价形成的暂时性竞争优势，会给其他同质化竞品带来压力，其他品牌缺少足够的差异化，则必须跟进降价。</span></p><p><br></p><p style="line-height: 1.56em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">朱丹蓬也认为，</span><span style="color: rgb(34, 34, 34);text-shadow: none;letter-spacing: 0.544px;background-color: rgb(219, 238, 243);font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">随着头部品牌的价格下降，整个行业可能都将受到影响，未来大家可能都将进行降本增效的比拼。</span><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">他表示，至于如何才能更好地实现降本优化，建议可以通过供应链的优化、门店运营效率的提高等来实现。</span></p><p style="text-align:center;vertical-align: inherit;line-height: 1.56em;"><br></p><section style="max-inline-size: 100%;margin-right: 8px;margin-left: 8px;outline: 0px;color: rgb(51, 51, 51);letter-spacing: 0.544px;line-height: 2em;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;outline: 0px;display: flex;justify-content: center;align-items: center;width: 100%;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;outline: 0px;display: flex;justify-content: flex-start;align-items: center;flex-direction: column;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;padding: 3px;outline: 0px;background: rgb(203, 78, 58);border-radius: 5px;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%; padding: 5px 20px 5px 21px; outline: 0px; border-radius: 3px; border-width: 1px; border-style: dashed; border-color: rgb(255, 255, 255);"><p data-mid="" style="text-align:center;max-inline-size: 100%;outline: 0px;cursor: text;vertical-align: inherit;font-size: 16px;color: rgb(255, 255, 255);line-height: 22px;letter-spacing: 1px;font-family: PingFangSC-Semibold, "PingFang SC";"><span style="max-inline-size: 100%;outline: 0px;cursor: text;"><strong style="max-inline-size: 100%;cursor: text;outline: none 0px !important;">多人曾被零食店“背刺”<strong style="max-inline-size: 100%;cursor: text;caret-color: rgb(255, 0, 0);outline: none 0px !important;"></strong></strong></span></p></section></section></section></section></section><p style="line-height: 1.56em;"><br></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">其实今年以来，</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">消费者遭遇“零食刺客”的话题</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">始终备受关注</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">小坊也曾报道过不少</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>前有199元一斤的话梅</strong></span></p><h1 style="outline: 0px;font-size: 17px;letter-spacing: 0.544px;text-align: center;line-height: 1.6em;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>女子买了半袋</strong></span><strong style="color: rgb(143, 6, 46);letter-spacing: 0.544px;caret-color: red;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">就要400元</strong></h1><p style="text-align:center;outline: 0px;letter-spacing: 0.544px;line-height: 1.6em;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><br></p><p style="text-align:center;outline: 0px;letter-spacing: 0.544px;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><a target="_blank" href="http://mp.weixin.qq.com/s?__biz=MjM5NDM1NjY3MQ==&mid=2656836009&idx=1&sn=a991d6f6bdcda875d0ab12c74424e3f3&chksm=bd21b5798a563c6f9e886593f95a8c36d93fcf1a423198b2dd61d2cb2cf2e5af51ae6bbb4624&scene=21#wechat_redirect" textvalue="你已选中了添加链接的内容" linktype="text" imgurl="" imgdata="null" data-itemshowtype="0" tab="innerlink" data-linktype="1" hasload="1"><span class="js_jump_icon h5_image_link" style="outline: 0px;vertical-align: bottom;user-select: none;"><span class="wxart_image" wx-style="display:inline-block;padding: 4px;border-width: 1px;border-style: solid;border-color: rgb(151, 152, 153);vertical-align: inherit;cursor: pointer;color: rgb(0, 0, 0);caret-color: rgb(255, 0, 0);border-radius: 0px;width: 100%;max-inline-size: 100%;font-family: 微软雅黑, sans-serif;outline: none 0px !important;visibility: visible !important;"></span></span></a></p><p style="text-align:center;outline: 0px;letter-spacing: 0.544px;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><br></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>后有“鸭舌刺客”</strong></span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">有网友爆料自己买的鸭舌</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">折算下来价格惊人</span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(143, 6, 46);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><strong>相当于264.4元/斤</strong></span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">而消费店铺正是广州的良品铺子</span></p><p style="text-align:center;line-height: 1.6em;"><br></p><p style="text-align:center;outline: 0px;letter-spacing: 0.544px;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><a target="_blank" href="http://mp.weixin.qq.com/s?__biz=MjM5NDM1NjY3MQ==&mid=2656962900&idx=2&sn=fa53ba2b6069b9f02654406ffff9e186&chksm=bd23a5848a542c921a44c640f678c7e1f785441081d6243877b12e2608926e8ad5370cd25991&scene=21#wechat_redirect" textvalue="你已选中了添加链接的内容" linktype="text" imgurl="" imgdata="null" data-itemshowtype="0" tab="innerlink" data-linktype="1"><span class="js_jump_icon h5_image_link"><span class="wxart_image" wx-style="display:inline-block;margin: 10px auto;outline: 0px;vertical-align: inherit;border-width: initial;border-style: none;border-color: initial;display: block;max-height: 100%;color: rgb(51, 51, 51);box-shadow: rgb(226, 86, 27) 0px 0px 8.5px 0px;width: 100%;font-family: SimSun;visibility: visible !important;"></span></span></a><span style="outline: 0px;letter-spacing: 2px;"></span></p><p style="text-align:center;outline: 0px;letter-spacing: 0.544px;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><br></p><h2 style="margin-right: 8px;margin-left: 8px;outline: 0px;letter-spacing: 0.578px;line-height: 1.75em;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><section style="max-inline-size: 100%;margin-right: 8px;margin-left: 8px;outline: 0px;color: rgb(51, 51, 51);font-size: 17px;letter-spacing: 0.544px;line-height: 2em;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;outline: 0px;display: flex;justify-content: center;align-items: center;width: 100%;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;outline: 0px;display: flex;justify-content: flex-start;align-items: center;flex-direction: column;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%;padding: 3px;outline: 0px;background: rgb(203, 78, 58);border-radius: 5px;"><section data-mid="" mpa-from-tpl="t" style="max-inline-size: 100%; padding: 5px 20px 5px 21px; outline: 0px; border-radius: 3px; border-width: 1px; border-style: dashed; border-color: rgb(255, 255, 255);"><p data-mid="" style="text-align:center;max-inline-size: 100%;outline: 0px;cursor: text;vertical-align: inherit;font-size: 16px;color: rgb(255, 255, 255);line-height: 22px;letter-spacing: 1px;font-family: PingFangSC-Semibold, "PingFang SC";"><span style="max-inline-size: 100%;outline: 0px;cursor: text;"><strong style="max-inline-size: 100%;cursor: text;outline: none 0px !important;">网友：该降价</strong></span></p></section></section></section></section></section><p><br></p><p style="text-align:center;line-height: 1.6em;"><span style="font-size: 17px;color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">对于定位高端零食的良品铺子</span></p><p style="text-align:center;line-height: 1.6em;"><span style="font-size: 17px;color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">降价的消息</span></p><p style="text-align:center;line-height: 1.6em;"><span style="font-size: 17px;color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">网友纷纷表示：</span></p><p style="text-align:center;line-height: 1.6em;"><span style="font-size: 17px;color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">“品质价格不对称，预料之内<span style="letter-spacing: 0.544px;caret-color: rgb(255, 0, 0);">”</span></span></p><p style="text-align:center;line-height: 1.6em;"><span style="font-size: 17px;color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><span style="letter-spacing: 0.544px;caret-color: rgb(255, 0, 0);"><span style="letter-spacing: 0.544px;">”头部零食品牌降价是好事</span><span style="letter-spacing: 0.544px;">”</span></span></span></p><p style="text-align:center;line-height: 1.6em;"><span style="font-size: 17px;color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><span style="letter-spacing: 0.544px;caret-color: rgb(255, 0, 0);">↓</span></span></p></h2><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><span class="wxart_image" wx-style="display:inline-block;vertical-align:inherit;"></span></span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><span class="wxart_image" wx-style="display:inline-block;vertical-align:inherit;"></span></span></p><p style="text-align:center;line-height: 1.6em;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><span class="wxart_image" wx-style="display:inline-block;vertical-align:inherit;"></span></span></p><p style="line-height: 1.56em;"><br></p></section><p style="text-align:center;outline: 0px;letter-spacing: 0.544px;line-height: 1.6em;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">大家在良品铺子买过零食吗？</span></p><p style="text-align:center;outline: 0px;letter-spacing: 0.544px;line-height: 1.6em;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">觉得价格如何？</span></p><p style="text-align:center;outline: 0px;letter-spacing: 0.544px;line-height: 1.6em;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><span style="color: rgb(51, 51, 51);letter-spacing: 0.544px;caret-color: red;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">你平时喜欢到哪里买零食？</span></p><p style="text-align:center;outline: 0px;letter-spacing: 0.544px;line-height: 1.6em;font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;"><span style="color: rgb(51, 51, 51);text-shadow: none;letter-spacing: 0.544px;font-family: -apple-system, BlinkMacSystemFont, Arial, sans-serif;">评论区聊一聊！</span></p><p style="text-align: right; font-family: system-ui, -apple-system, Arial, sans-serif;"><font size="2"><br></font></p></section><p style="text-align: center;"><span style="color:#7f7f7f;"><font size="2">来源：综合每日经济新闻<span style="margin-bottom: 0em; outline: 0px; letter-spacing: 0.544px; text-align: center; caret-color: rgba(0, 0, 0, 0); font-family: system-ui, -apple-system, BlinkMacSystemFont, Arial, sans-serif;">、网友评论、此前报道</span></font></span></p><p style="text-align: center;"><img src="https://www.yewn.cn/data/attachment/forum/202311/27/114931mxwzipi3bwwkv5kg.png"></p></section></section></section></section><section style="outline: 0px; max-width: 100%; color: rgb(34, 34, 34); font-family: system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; letter-spacing: 0.544px; visibility: visible; box-sizing: border-box !important;"><section powered-by="xiumi.us" style="outline: 0px; max-width: 100%; box-sizing: border-box;"><section data-role="paragraph" style="letter-spacing: 0.544px; outline: 0px; text-align: center; visibility: visible;"><section style="margin: 10px auto;outline: 0px;align-items: flex-end;display: flex;justify-content: space-between;list-style: outside none none;"><section style="margin-bottom: 0em;outline: 0px;align-items: flex-end;display: flex;justify-content: center;list-style: outside none none;"><section style="margin-bottom: 0em;margin-left: 10px;outline: 0px;list-style: outside none none;width: auto;"><section data-brushtype="text" style="margin-bottom: 0em;outline: 0px;color: rgb(0, 0, 0);font-weight: bold;letter-spacing: 1.5px;list-style: outside none none;"><span style="margin-bottom: 0em; outline: 0px; letter-spacing: normal;"></span></section></section></section></section></section></section></section><p style="display: none;"><mp-style-type data-value="3"></mp-style-type></p></div> 理 性 消 费 竞争压力也大 顾客越来越理性了。 顾客越来越理性消费了 零食店如雨后春笋一样冒出来 据说已经降了一半 看着竞争对手很多 顾客越来越理性了。 零食店如雨后春笋一样冒出来
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