农夫山泉开卷！绿瓶装已下探至7毛4

时间财经07-18

这个夏季饮用水市场的价格混战格外激烈。据报道，部分商超渠道中“绿瓶”农夫山泉已下探至0.74元/瓶。娃哈哈纯净水596ml*12一包只要11.99元，折合不到1元一瓶；康师傅喝开水熟水饮用水550ml*12一包9.9元，折合0.825元/瓶；甚至连平时零售价3元的百岁山也把价格降到了1.8元。据了解，今年4月，农夫山泉重启纯净水产品，推出有别于红瓶天然饮用水的绿瓶产品。绿瓶水上市之初，售价与红瓶水...

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The green bottle has dropped to 74 cents","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"09633":1},"content_text":"这个夏季饮用水市场的价格混战格外激烈。据报道，部分商超渠道中“绿瓶”农夫山泉已下探至0.74元/瓶。娃哈哈纯净水596ml*12一包只要11.99元，折合不到1元一瓶；康师傅喝开水熟水饮用水550ml*12一包9.9元，折合0.825元/瓶；甚至连平时零售价3元的百岁山也把价格降到了1.8元。据了解，今年4月，农夫山泉重启纯净水产品，推出有别于红瓶天然饮用水的绿瓶产品。绿瓶水上市之初，售价与红瓶水一样，基本都是2块钱。但到6月饮用水的消费旺季，农夫山泉开始全面降价，拉开今夏瓶装水价格战的序幕。618期间，农夫山泉官方旗舰店将绿瓶纯净水12瓶装500ml的售价，降到了9.9元，平均一瓶0.825元，远低于零售价同处于2元价格带的怡宝、娃哈哈等瓶装水。据农夫山泉公布的数据，5月31日—6月3日，新品纯净水累计销售突破100万件。618当天，纯净水产品冲上了京东水饮新品排行榜第一。低价促销的效果如此显著，也令农夫山泉进一步开卷。到眼下，甚至有农夫山泉的授权渠道或超商开始售卖8.8元每件的农夫山泉绿瓶水，一瓶只需7毛4。农夫山泉如今的经营压力不小。随着“我们不生产水，我们只是大自然的搬运工”等农夫山泉经典广告深入人心，以及多年对便利店、超市、小卖部无孔不入的铺货，农夫山泉在2012年登顶成为市占率第一的包装饮用水品牌。并且至今仍保持着绝对领先的地位。英敏特的数据显示，2022年，国瓶装水市场按销售额估算的市场份额前三名分别是农夫山泉（25.7%）、华润（旗下品牌怡宝，17%）和景田（旗下品牌百岁山，9.7%）。虽然农夫山泉占据上风，但在最近三年里，农夫山泉包装饮用水收入增速出现放缓。2021-2023年，农夫山泉包装饮用水营收分别为170.58亿元、182.63亿元、202.62亿元，增速分别为22.1%、7.1%、10.9%。在其茶饮料业务强势崛起的同时，包装饮用水业务板块的营收占比也在不断下降，报告期内分别为57.4%、54.9%、47.5%——2023年，作为农夫山泉基本盘的包装饮用水，营收占比首次小于非包装饮用水业务。（来源：公开资料、界面）","kind":null,"is_publish_news":true,"is_publish_highlight":false,"is_publish_live":null,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"Product Release","news_rank":0,"symbols":[],"gpt_button":0},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.25.1","shortVersion":"4.25.1","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2452610108"}