September 28, noon.

Industrial park, mineral water factory.

In a small office building.

Xu Ming came here specially to discuss something very important with Lan Mengxin, Fang Pengmin and others.

"Xiao Ming, our factory's 'very sweet water' is not enough to not increase the price. More and more customers in the online store have reported that it is becoming increasingly difficult for them to buy our products and are often snatched away. However, on the second-hand trading platform, our people found that 'very sweet water' is often raised to 20 yuan and 30 yuan per bottle, and it is sold in whole boxes and the volume of goods is very large."

"It is even roughly estimated that at least 30% of the mineral water in the online store was bought by those scalpers and used as a means of profit from it, which seriously damages the interests of ordinary customers and complains a lot."

"On the dealer channel, the terminal price of their products has increased several times. The ex-factory price of 10 yuan per bottle here. They first sold 20 yuan per bottle. Seeing that the sales volume was good, it quickly rose to 25,30. I heard that the most expensive place in the price was very sweet and water sold to 68 yuan per bottle. With such a high terminal price, dealers earn more than us."

"So recently, many new dealers are willing to underwrite all our mineral water for 15 yuan per bottle, and some offer to 16,17 or even 18 yuan. The dealers we cooperated with hope that we will supply more goods. If we give more goods, they are willing to accept a certain price increase, and even ask us not to sell goods online. If we give them all, we will save us worry and effort."

"Xiao Ming, on the one hand, there are scalpers who take advantage of loopholes, and on the other hand, the pressure from dealers. Our products are indeed too good. Even if the weather turns colder, it is still in short supply. In addition, we must also try our best to take care of the interests of ordinary consumers so that they can buy them more easily."

"I think the better solution is to adjust prices appropriately, plug loopholes, and increase the operating costs of scalpers. It is best to unify the terminal retail prices and recommend a guiding standard to reduce the space for grabbing improper benefits in all aspects and make it convenient for consumers."

Lan Mengxin said in a professional tone.

In fact, the core meaning is two words: price increase.

Only when the price rises, some customers with insufficient consumption capacity will automatically give up purchasing, and the supply and demand situation will be alleviated; in addition, the price speculation cost of scalpers will increase, which will reduce the number of purchases and reduce the risk; the interference from dealers will also decrease, and dozens or hundreds of dealers will not come to pester and harass you every day.

Of course, for consumers, the price increase will ultimately harm their interests, and the benefits will be from factories, and dealers can also increase the extra costs to the terminal selling price, so the benefits will not be damaged.

However, it is not possible to not raise prices. Consumers' interests are also damaged, and they can't even buy them, and over time they will lose a large number of customers.

"Is the price increase?"

Xu Ming frowned slightly and said in contemplation: "The price of water that costs ten yuan per bottle is no longer cheap."

It can even be said that this is a product that a few talents are willing to consume and can buy without blinking.

Moreover, this is not the first time Lan Mengxin has mentioned the price increase with him. At the end of August last month, when the sales of mineral water production capacity reached saturation, and when the supply was a bit in short supply, she thought it could increase the price point, but was denied by Xu Ming.

Xu Ming hopes to wait a little longer and not rush to raise prices. When the user group is basically stable, gain a good reputation, gain a foothold in the market and get full recognition, it will not be too late to adjust the price depending on the situation.

So I waited for another month.

A large number of scalpers emerged.

But in fact, with Xu Ming's personality, he never thought about making mineral water into expensive luxury goods. He didn't like the so-called elite route, and he was thinking about how to make money from rich people.

The reason why the very sweet water was sold at 100 yuan per bottle was because of limited production capacity and rare things were expensive. However, now the mineral water plant produces 150,000 bottles per day, which is difficult to associate with the word "rare", but has become a niche commodity.

So it is not appropriate to sell at such a high price.

Xu Ming also hopes that even ordinary people who don’t have much money can grit their teeth and buy a bottle and taste that taste, instead of completely excluding them.

Only in this way is the long-term solution for the very sweet water to exist in the market.

Once the market returns to rationality, the impetuous wind of comparison and show-off will no longer prevail and will soon fall into the dilemma of a plummeting revenue... There are many such examples.

Data shows that the luxury goods market in Xia Country accounts for more than 45% of the world, while developed countries and island countries in the West have begun to popularize some affordable brands. If consumers in Xia Country become pragmatic and rational, the good days of those luxury goods giants in the world may come to an end.

Therefore, from the beginning, Xu Ming did not intend to make his mineral water into so-called luxury goods.

"This is how it goes!"

Xu Ming thought for a while and said, "The prices of mineral water in online stores have increased from 10 yuan per bottle to 15 yuan per bottle. Then increase the identification and crackdown measures for scalpers, limit the maximum amount that can be purchased. Buy 10 bottles and get 2 bottles, and make it into a dozen bottles per bottle. In addition, users are allowed to buy a single bottle, and buy 1 bottle per order, free shipping."

"For dealers, our factory price is still 10 yuan per bottle, but the 15% VAT is borne by dealers, which means that each bottle has increased by 1 yuan. In addition, the terminal price is set to set a guide price of 20 yuan per bottle. They can sell it cheaper than this, but it cannot exceed 25 yuan per bottle. If it exceeds this price, it will give you two opportunities for rectification. If you do not correct it repeatedly, you will deprive the dealer of qualification and will never be allowed to sell it at a sky-high price."

"Also, an apology announcement should be issued on the company's official website, online stores and dealers to explain the reasons why we have increased prices, so that consumers can understand our difficulties and stabilize consumers' emotions."

"Our purpose is to put consumers first and not to destroy the reputation we have finally established. Our profit margin is no longer low. There is no need to get into the eyes of money and just want to make money. This will definitely not last long."

After hearing Xu Ming's words.

Lan Mengxin opened her mouth, but had to say: "The unit price of an online store has risen to 15, but if you buy ten bottles and get two bottles, wouldn't each bottle increase by 2.5 yuan? The dealer bears 15% VAT, which is equivalent to an increase of 1.5 yuan... The price increase is too small, and I am afraid that it will not have the effect of curbing scalpers and will not have much impact on the dealer."

"The price increase of 25% and 15% is really not small, right?"

Xu Ming looked at her and said, "Think about the fact that ordinary people buy pork, it will have a big impact on the increase of two or three yuan. We have to take it slowly and observe it for one to two months according to the adjusted price. If there is still no significant improvement, it will not be too late to make adjustments."

"I support Mr. Xu's point of view."

Fang Pengmin stood up and said: "Consumers are indeed sensitive to prices. Many times, only about two or three cents, or even three or five cents. Although real rich people will not care about that little increase, there are many miserable people in the world. We should take care of more mid-range customers, and they are our basic base."

"I also think Mr. Xu's plan is relatively stable, and the price increase cannot exceed the upper limit of most customers..."

Sales manager Zeng Fanyan also said.

"Okay, then do as you said."

Lan Mengxin sighed. In fact, she wanted to increase to 20 per bottle in one breath, thinking that it would not have much impact on sales. It was just that some ordinary users could not accept it. But can anyone easily drink such good water? What kind of family are they who have the conditions to drink 20 per bottle of mineral water? Just take the high-end route.

Xu Ming always can't abandon those mid- and low-end users.

She had a lot of opinions about this, but she could do nothing about it. After all, the factory was not hers.
Chapter completed!