異動解讀 | 農夫山泉盤中大跌5.1% 推低價礦泉水搶市場引發價格戰

異動解讀

2024-12-27

農夫山泉(09633)今日盤中大跌5.1%,引發市場關注。這與該公司推出新的低價天然礦泉水產品,在行業內掀起價格戰有關。

據報道,農夫山泉近期推出一款長白山天然礦泉水新品,淨含量380毫升,促銷期間僅售價1.2元/瓶,被認爲打算以極低價格搶佔市場份額。這一營銷手段引發行業內其他品牌如怡寶、娃哈哈、百歲山等紛紛跟進,也將礦泉水產品降至1元左右價位,導致行業內價格大戰再度升級。

農夫山泉創始人鍾睒睒一直奉行"通過產品表達理想"的經營理念。業內人士分析,這一價格戰或許源於鍾睒睒近期遭網暴後一時賭氣,因此推出低價純淨水和礦泉水產品炒作話題、奪回市場關注度。與此同時,也爲即將上市的競爭對手怡寶礦泉水探路預熱市場。無論動機爲何,農夫山泉的營銷行爲引發了行業劇烈動盪,其長期影響仍有待觀察。

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