Say goodbye to the "buy one get one free" price war The cheese market has entered the era of quality fighting service

The reporter recently visited some supermarkets in Beijing and found that the "buy one get one free" that was once popular in the marketing of children's cheese sticks is difficult to find

The price war is over

"My children love cheese sticks, before there were often brands to launch 'buy one get one free' promotion, the overall price is much cheaper, but recently we went to the supermarket and found that there is no such activity

At the end of September, a reporter from China Consumer Daily visited some supermarkets in Beijing and found that the phenomenon of discounting many brand cheese sticks was indeed difficult to see

The reporter learned that in 2021, the cheese bar market set off a price war, including Baijifu, Miaoke Landuo, Miaofei, Xiaoxiao Guangming, Yili and other brands have long-term discount promotions, and the overall discount is from

"There are indeed fewer 'buy one get one free' promotions like last year, but some consumers do not value discounts, especially children, and only choose their favorite cartoon character packaging products

Song Liang, head of the expert group of the China Agricultural Reclamation Dairy Alliance, said in an interview with the "China Consumer Daily" reporter that because the entry threshold of the cheese stick market is relatively low and the profit is relatively high, many enterprises have poured into the market, resulting in an oversupply situation, and the price war has lasted for more than two years and has only recently gradually stopped

Geng Shihua, general manager of Sikeqi Food Technology (Shanghai) Co.

The industry is challenging

Behind the end of the price war is that the industry has encountered different degrees of challenges

Talking about the reasons for the cessation of the price war in the cheese bar market, Song Liang said that although the rising cost is one of the factors, the most important thing is that the fierce price war has led to a sharp decline in corporate profits, which is very unfavorable

When talking about price competition, Miaokelan said that excessive price war will affect the value chain of the entire industry, thus harming the healthy development of

In the view of some experts, the abrupt end of the price war means that cheese consumer education has achieved good results

Turn to quality and service

Behind the end of the price war is also the restructuring of the cheese market pattern

Song Liang believes that the price war does not have much positive effect on the promotion of cheese consumption, on the contrary, because of the price war, it is also possible to shrink

Song Liang said that at this stage, the cheese market tends to be saturated, and how to obtain consumer recognition is the key

"Under such a node, each enterprise should also enter the real service system and customer stickiness improvement track, and cannot rely solely on the price war to compete

Wang Dingmian, the principle of the China Dairy Association and the former president of the Guangzhou Dairy Association, told the "China Consumer Daily" reporter that after the cheese bar price war will be differentiated competition, enterprises need to base on consumer demand, according to consumer demand to adjust product strategy