农夫山泉(09633)今日盘中大跌5.1%,引发市场关注。这与该公司推出新的低价天然矿泉水产品,在行业内掀起价格战有关。
据报道,农夫山泉近期推出一款长白山天然矿泉水新品,净含量380毫升,促销期间仅售价1.2元/瓶,被认为打算以极低价格抢占市场份额。这一营销手段引发行业内其他品牌如怡宝、娃哈哈、百岁山等纷纷跟进,也将矿泉水产品降至1元左右价位,导致行业内价格大战再度升级。
农夫山泉创始人钟睒睒一直奉行"通过产品表达理想"的经营理念。业内人士分析,这一价格战或许源于钟睒睒近期遭网暴后一时赌气,因此推出低价纯净水和矿泉水产品炒作话题、夺回市场关注度。与此同时,也为即将上市的竞争对手怡宝矿泉水探路预热市场。无论动机为何,农夫山泉的营销行为引发了行业剧烈动荡,其长期影响仍有待观察。
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