1块钱的冰露找不到了？冰露是怎么消失的？

江瀚的视野09-29

曾经，在各家超市、便利店的货架上，最常见的饮用水品牌除了农夫山泉和怡宝之外可口可乐出品的冰露也是最常见的产品，然而最近冰露却似乎集体从市场上消失了，冰露到哪去了？为啥冰露突然消失了？一、1块钱的冰露找不到了？据中国新闻周刊的报道，瓶装水的价格战从夏天打到秋天，农夫山泉、怡宝、景田等品牌纷纷加入1元战场。然而，老牌1元守擂者冰露不仅无心参战，反而提价控量一条龙，直接屏蔽了大战朋友圈。当前，在北京、...

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How does ice dew disappear?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"KO":1},"content_text":"曾经，在各家超市、便利店的货架上，最常见的饮用水品牌除了农夫山泉和怡宝之外可口可乐出品的冰露也是最常见的产品，然而最近冰露却似乎集体从市场上消失了，冰露到哪去了？为啥冰露突然消失了？一、1块钱的冰露找不到了？据中国新闻周刊的报道，瓶装水的价格战从夏天打到秋天，农夫山泉、怡宝、景田等品牌纷纷加入1元战场。然而，老牌1元守擂者冰露不仅无心参战，反而提价控量一条龙，直接屏蔽了大战朋友圈。当前，在北京、武汉等城市的连锁便利店、夫妻老婆店等已经很难见到冰露的踪影，甚至在大型连锁超市、路边餐馆等，冰露也较少露面。要知道，此前冰露曾是市场上的低价王者，出镜率极高，依托可口可乐品牌影响力和亲民价格收获一众粉丝。转折发生在2020年后，受旅游聚会等外出活动减少、大包装水需求量增加等一系列影响，冰露的市场声量开始减小。中国食品（持股中粮可口可乐65%股份）曾在年报坦言，2020年冰露走势下滑，2021年在主要竞品低价促销下，冰露面对严峻挑战，增长较慢。虽然太古股份（太古可口可乐母公司）并未在年报中单独提及冰露产品，但从其披露的数据来看，2020—2023年，其在内地市场饮用水销量4年连降，分别同比下降21%、5%、11%和1%。一位便利店的店员告诉有意思报告，门店已经两三个月没有订到冰露瓶装水了，上游供货商手中也没货。除北京外，同样的现象也出现在国内其他城市，据食品内参和红星资本局报道，在武汉、成都等地，不少线下商店也存在着冰露难寻的现象。二、冰露是怎么消失的？在饮用水市场的舞台上，冰露曾经以其亲民的价格 ——1 块钱，成为众多消费者的选择之一。然而，如今却难觅其踪影。这一现象背后究竟隐藏着怎样的市场逻辑和变革呢？首先，冰露的“消失”并不完全出乎意料，它是当前饮用水市场竞争日益激烈背景下的一个缩影。随着消费者健康意识的提升和生活品质的提高，饮用水市场逐渐从价格竞争转向品质、品牌和服务的多维度竞争。高端水、功能性水等细分市场不断涌现，而传统低价饮用水则面临着前所未有的挑战。在这样的红海竞争中，低价策略虽然能迅速占领市场份额，但往往难以支撑企业的长期发展，特别是在原材料价格上涨、环保要求提高等成本压力下，企业的利润空间被进一步压缩。因此，对于一些企业而言，适时调整产品结构，放弃部分低利润业务，转而聚焦于更具增长潜力的领域，成为了一种理性的市场选择。其次，对于可口可乐公司而言，其主营业务一直是碳酸饮料，饮用水业务虽然也是其产品线的一部分，但并非核心盈利点。在战略层面上，可口可乐需要根据市场变化和企业整体战略布局，不断优化资源配置。当发现冰露这样的低价饮用水品牌无法为企业带来足够的利润增长，且存在与其他品牌（如自家旗下的纯悦）内部竞争时，选择减少或调整对冰露的投入，将资源集中于更有竞争力的产品线上，就显得尤为合理。此外，可口可乐还可能通过市场细分和产品升级，以更高品质的饮用水产品满足消费者的新需求，从而巩固和扩大其在水市场的份额。第三，在饮用水赛道上，可口可乐同时拥有冰露和纯悦两个品牌。两者虽同为饮用水，但在产品定位、市场目标及价格策略上存在一定差异。然而，随着市场竞争加剧，这种差异逐渐被淡化，两者之间的内部竞争也日益显现。相比之下，纯悦在品牌定位、包装设计、口感体验等方面更偏向于中高端市场，且售价更高，利润空间更为可观。因此，从企业内部管理的角度来看，保留纯悦而逐步减少或退出冰露市场，有助于减少内部竞争，优化资源配置，提升整体运营效率。同时，这也符合可口可乐在饮用水领域实施差异化战略、提升品牌价值的长期规划。第四，从长远来看，冰露的“消失”是市场洗牌的必然结果。随着消费者对饮用水品质要求的不断提高和市场竞争的日益激烈，那些缺乏创新、无法适应市场变化、无法满足消费者需求的品牌，将逐渐被市场淘汰。这不仅是饮用水行业的趋势，也是所有消费品行业面临的共同挑战。在这样的背景下，企业只有不断创新、提升产品质量和服务水平、加强品牌建设、深化市场洞察，才能在激烈的市场竞争中找到自己的一席之地。查看原图 105K 个人观点，仅供参考","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","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":"4.29.3","shortVersion":"4.29.3","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/2471943005"}